An Honest Review of Facebook for Business for Those Looking to Grow Their Business
January 31, 2019

An Honest Review of Facebook for Business for Those Looking to Grow Their Business

Adam Lumley | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Overall Satisfaction with Facebook for Business

We used Facebook for Business to reach prospective customers via lookalike audiences, demographic targeting, and current client lists. Use of this platform was isolated to the marketing department to generate leads for the sales team as well as direct revenue for the company. Being able to reach customers/prospects that may not have opted-in for emails is a big win.

Pros

  • Allows you to upload current email lists and drive ads to them more passively than email.
  • Audience segmentation tools make it easy to target prospects based on actions taken on specific pages.
  • Lookalike tools allow you to build new prospect lists based on common interests of your current clients.
  • The ability to test multiple variations of ads against each other and report on them directly from the dashboard simplifies the decision-making process to optimize advertising efforts.

Cons

  • The amount of text allowed on images can be frustrating since it will include ALL text in the image regardless if it is part of the copy or on something random in the background of the image
  • Labeling ads and ad groups can be frustrating as we often had them default to generic titles which we would have to go back and edit. A mandatory field would be helpful, however, that might not be popular opinion as that much detail is really just a personal preference.
  • The constant emails from their sales team to "help you improve" your results are a little much.
  • Overall positive ROI has been achieved using this platform. You must have a clear understanding of where your CPL maximums are to remain profitable and either optimize to success or pull the plug on campaigns that are bleeding spend.
  • This is a great platform to build new audiences or grow existing ones.
  • Building audience segments via pixel tracking is a huge win for this platform.
Depending on your target audience Facebook advertising is a powerhouse, especially when advertising direct to consumers. Each platform has its advantages, but I have always found the most success between Google Ads and Facebook for business. Bing Ads often doesn't have a comparable reach and LinkedIn Marketing Solutions can be expensive and provided limited results in comparison to Facebook or Google Ads.
I would recommend Facebook for Business for any business who is selling a product or service B2C that has an established customer list. You can have success B2B, but I would advise staying away from lookalike audiences and focus more on audience building via your current website traffic.

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