They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.


Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.


HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session

Free Assessment: How does your sales & marketing measure up?

Get Started

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Liz Murphy

By Liz Murphy

Jan 20, 2015


Lead Generation
Lead Generation

Pros and Cons of Facebook Advertising

Liz Murphy

By Liz Murphy

Jan 20, 2015

Pros and Cons of Facebook Advertising

Recently, I had an interesting experience with a client. An event I was helping them promote, that had otherwise not sold any tickets, sold out in three days largely thanks to social media marketing - specifically a paid Facebook campaign. I'm not an advertising guru, but I'm at the point where I'm confident in knowing what works for Facebook advertising and what does not.

Here's what I've learned...

Targeted campaigns geared at driving traffic are generally successful whereas ads aimed at increasing page likes, or building followers may not be the best use of resources.

The important thing to realize is that Facebook advertising isn't for everyone. If you're a consulting firm looking to sell IT services, I wouldn't advise you to place a Facebook ad. On the other hand, if you are a beauty salon, restaurant, or other B2C business, it can be a great platform for getting your name out there and driving your Facebook contacts back to your website.

Here are a few pros and cons to the Facebook advertising game to help determine whether Facebook ads are a good fit for your marketing goals

Pro: It's Inexpensive

Don't have a large budget? You'd be surprised how many views you can get for as little as $50. The fact is, Facebook ads have the lowest cost per 1,000 impressions amongst any online advertising avenue. If your campaign has a specific purpose, and you have goals that you can quantify with Facebook ads, you should definitely consider earmarking funds to run the occasional Facebook campaign.

These are especially useful for smaller B2C companies and those targeting a very particularly demographic or geographic area. 

Con: Who Likes Pay-to-Play?

You want to get your content seen but who likes to pay for it? Nobody. Unfortunately, since Facebook introduced advertising, their algorithm has largely favored those who are paying for their content to be seen. The result? All those Facebook fans you spent years developing aren't seeing your stuff even though they've "liked" your page.

To get seen, make sure to earmark some funds for online advertising campaigns. Then, spend some time familiarizing yourself with Facebook's advertising guidelines. This is important because Facebook has some pretty particular rules about what you can and cannot include in an ad. For example, one of the rules that tends to trip people up has to do with how much text can appear in your image. Too much, and your ad will get rejected.  

Pro: Microtargeting

The greatest aspect of facebook ads is that they allow you to microtarget specific groups. We may joke about big brother watching us in regards to Facebook and their retargeting campaigns, but from a marketing and advertising perspective, this is really beneficial because we can target our audiences based on everything from location, age, and employment status, to gender, annual income, marital status and hobbies.

If you have thoughtful and comprehensive buyer personas, microtargeted advertising campaigns can absolutely work in your favor. 

Con: Diminished Organic Reach

No one is seeing your content on Facebook anymore unless you're paying for it. Like it or not, this is the new online reality, and marketers and brands alike need to accept it. Because people are liking more pages, and friending more people online, they are being fed more and more content on Facebook.

Is it all useful or what they want to see? Not so much.

Ultimately though, the information shown is based on an algorithm run by a computer. It's not perfect and sometimes what the algorithm deems as "important" or "valuable" content might not always seem it to the user. So even if you're putting out great content - and paying for it or not - you still might not have the results you're expecting.

The bottom line is this: Setting marketing goals and knowing your audience and understanding what you're looking to get out of a Facebook ad strategy is going to determine whether or not Facebook advertising is right for your organization.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Should You Still Gate Your Content in 2024?

October 5, 2023
John Becker John Becker

Demand Generation vs. Lead Generation: What’s the Difference?

April 10, 2023
Kristen Harold Kristen Harold

35 Landing Page Examples to Inspire Yours in 2023

January 26, 2023
Ramona Sukhraj Ramona Sukhraj

Here's Why You Keep Getting Garbage Inbound Marketing Leads

December 19, 2022
Jessica Palmeri Jessica Palmeri

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Ramona Sukhraj Ramona Sukhraj

Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks

June 2, 2022
Hannah Woods Hannah Woods

20 Tips for Optimizing Your Business Blog Articles for Conversions

April 21, 2022
Jen Barrell Jen Barrell

How To Make Each Lead Capture Form a Conversion Powerhouse

April 8, 2022
Carolyn Edgecomb Carolyn Edgecomb

The Selling 7: 5 Best Landing Page Video Examples

December 23, 2021
Zach Basner Zach Basner

Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)

June 21, 2021
Kathleen Booth Kathleen Booth

What is the Content Marketing Funnel and How Does It Work?

June 2, 2021
Kimberly Marshall Kimberly Marshall

What is Lead Nurturing?

May 28, 2021
Kimberly Marshall Kimberly Marshall

88 compelling words and phrases to prompt website visitors into action [Infographic]

April 24, 2021
Kaitlyn Petro Kaitlyn Petro

What is Conversion Rate Optimization? (Definition, Examples, and Tips)

March 31, 2021
Jolie Higazi Jolie Higazi

What is a good average landing page conversion rate?

March 12, 2021
Christine Austin Christine Austin

Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads

March 11, 2021
Karisa Hamdi Karisa Hamdi

6 Reasons You're Not Generating Leads With Your Blog Content

November 9, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

9 keys to building an effective landing page [Infographic]

October 3, 2020
Steve Polito Steve Polito

5 effective strategies for decreasing bounce rates on a blog article

August 25, 2020
Kevin Phillips Kevin Phillips

7 savvy tips to boost conversions in your retail e-commerce store

July 17, 2020
Pratik Dholakiya Pratik Dholakiya

6 most common lead generation website problems (and how to fix them)

January 28, 2020
Jen Barrell Jen Barrell

Facebook ads help: Why are my ads not converting?

January 20, 2020
Rachel Palmateer Rachel Palmateer

11 Best Examples of Lead Generation Website Designs

January 20, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

Top 9 proven lead generation ideas you need to try in 2020

December 3, 2019
Ali Parmelee Ali Parmelee

New study reveals which Google My Business features boost conversions

November 4, 2019
Jenna Ott Jenna Ott