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Facebook Business Manager - Under The Hood
February 03, 2020

Facebook Business Manager - Under The Hood

Danilo Roberto Zerón | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Facebook for Business

The Facebook for Business platform allows our organization to increase brand awareness via paid traffic & hyper-granular targeting settings at the ad-set level. The direct response objectives provided by the Facebook & Instagram platforms also equip our organization to offer lead generation services in both B2C and B2B contexts within the Insurance industry across the United States. There is only one department, production, that utilizes the back-end Business Manager aspect of the platform to manage ad accounts for our clients.
  • Facebook for Business - Hyper Granular Audience Targeting Settings
  • Audience Building for Retargeting
  • Virtual Absence of Facebook Support Representatives
  • Ever-Changing Compliance Policies
  • Greater than $400k in ROI within 100 days of investing $1,500 ad spend - Financial Advisors.
  • Sustained ROI from retargeting campaigns, month-over-month during 2019 - Orthodontic Services.
  • Ideally, the Facebook for Business platform will be used simultaneously with the platforms mentioned above to ensure a cohesive & complete digital marketing presence over time. The Facebook platform does not compare to Google or Bing in the sense that Technical Support is virtually unavailable for Facebook Ads. In contrast, Bing & Google provide advertisers a direct phone-line as well as chat support to clarify or resolve ongoing issues.
  • The Facebook platform can be frustrating for advertisers who are unable to resolve technical issues that impede time-sensitive client goals or needs.
  • Primarily, neither platform should be selected to replace another, and instead, these should be used in conjunction with one another, as well as intensely scrutinized for performance analysis, to pursue the best client outcomes across the board.
Facebook for Business is best suited for clients with a larger monthly ad spend budget, greater than $1,000/mo, and more specifically, ideal for businesses with a long-term vision for their online presence. The use of Facebook for Business allows advertisers to implement extraordinarily creative audience targets, as well as distribute compelling creative assets across a given market and industry and is likely to perform best with several distinct campaign objectives actively delivering ads simultaneously.

Facebook for Business is not ideal for businesses with the need to prove an ROI in the short-term or for those businesses with a constrained ad spend budget. The qualification of traffic and development of proper audience targeting is a process that requires time, data collection, regular analysis, ongoing maintenance, and creative testing throughout a given campaign.