The demand for paid ads is consistently increasing every year. As it has become an essential part of every marketing strategy, almost every social media platform offers paid advertising options. One of the social media platforms that has remained dominant and relevant for years is Facebook. It is a highly recommended online advertising option for both small and large businesses because of its widespread membership of almost 3 million users globally.

Maybe you are wondering if it is worth it to choose Facebook Ads over other types of advertising options or maybe you are simply looking for an addition to your marketing strategy. Regardless of the situation, consider this list of pros and cons before making a decision:

Pros

Reach a broader audience

As stated, Facebook has a huge global user base, and it is the largest social media platform. Over 70% of internet users have a Facebook account and that number is continuously growing. This means that you can count on Facebook to get your brand out to as many people as possible.

Facebook Ads does not run advertisements on only Facebook. As a matter of fact, Facebook Ads allow you to display ads on Instagram, Messenger and Audience Network (which places ads across the internet) in addition to Facebook. This is a great feature because you can design ads that match the platform’s style and see which platform’s audience responds the best to your content.

Advanced targeting options

Facebook Ads allows you to narrow your campaign audiences based on factors such as interest, location and age. It even lets you filter for specific titles and job roles. This means that you could advertise directly to small business owners under the age of 30 in Austin, Texas for example. Additionally, Facebook also offers event-sensitive targeting for occasions such a anniversaries and birthdays. This detailed targeting ensures that you create the perfect pitch for the perfect audience.

It gets even better. Facebook ads allow you to retarget specific users. Examples include people who have liked one of your recent posts or visited your website recently. Targeting these people is a great way to market to a warm audience. A warm audience is one that has already shown interest in your offerings by visiting your website or social pages and is more willing and likely to act on it.

A/B split testing

Facebook Ads Manager offers users the option to split test or A/B test your ads so that you can compare their effectiveness. You can set your test ads with different custom audiences, locations and age ranges all within a single campaign. The split testing will provide you with insightful data about which content works best for each of your target demographics.

Cons

Diminishes organic reach

One of the biggest cons of using Facebook Ads is that Facebook’s algorithm limits the visibility of organic posts from business accounts. This is a huge disadvantage to business owners who may have no interest in paying for Facebook Ads because they will not be able to benefit from the platform. If you are in this situation, consider using Facebook to “boost” your posts. Though it is not free, it is much more affordable than Facebook Ads and allows more people to see real content from your account.

Immense competition

Due to its popularity, Facebook Ads has essentially become a “race for the richest”. You will need a sizable budget to see the best results as you compete with other companies who are also trying to get their ads in front of a broader audience. Aside from cost, you must also figure out how to make your ads stand out from multiple competing ads and status updates.

Lower conversion rates

Most users’ intent when they get on Facebook and any other social media platform is to socialize and not to conduct product research or make purchases. For this reason, Facebook Ads will pretty much always have a lower conversion rate than that of search engine advertising options such as Google Ads where your ads would be displayed for people who are directly searching for your offerings. Make sure your goals for Facebook Ads are realistic and designed in a way that avoids coming across as pesky spam.




Though Facebook Ads does have its advantages and disadvantages, the success of your ad campaigns ultimately depends on how you create and manage your ads. Before you begin advertising on Facebook, be sure to fully understand what your goals are, how much you are willing to spend and how much effort you are willing to invest in campaign maintenance as needed.

Facebook is an essential social media site for your business. With the large number of users, your presence there will help potential customers find you, become exited about your work and hire you. At trades.org we know that social media can be confusing and overwhelming. We can help you craft a profile that attracts your ideal customer and shows your skills. Let our team work for your team on social sites so you can spend your time doing what you do best.