Item: Meta Business Suite
Rating: 7
Author: Verified User

Overall Satisfaction with Facebook for Business

Use Cases and Deployment Scope

We use Facebook for Business to optimize and run organic and paid social marketing campaigns across all our sales divisions where we have our distribution centers or stores. When we want to increase awareness of new food products or increase conversions of existing food products in divisions where sales are dipping, we run targeted social campaigns where we send the social ads to specific audiences recommended by Facebook for Business. The target audience looks at various attributes such as location, past purchasing habits, interest in specific products, online behavior, social engagement, creative, seasonality, etc. Because Facebook for Business is easy to integrate with Sales Force Marketing Cloud, we are able to set-up automated SQL query based triggers which run Facebook ads targeting audience who don't open email. This lifts ROI of marketing cloud journeys and drives higher engagement or conversions from customers who are more socially active vs. email usage.

Pros and Cons

Pros

Facebook for Business enables targeting specific audience by demographics and other customer attributes which drives higher ROI for social campaigns.
Facebook for Business enables acquisition of new customers through social ads.

Cons

Facebook for Business administration screen keeps getting refreshed with new functionality and layout, so difficult to keep track of existing and new features.
Facebook for Business provides limited technical support so it's often challenging to keep track of changes in conversion pixel, how to implement dynamic events such as product price using Google Tag Manager, ensuring data security, app integration, etc.

Return on Investment

Facebook for Business has improved campaign ROI through more accurate targeting.
Facebook for Business has improved customer satisfaction through optimized digital content and experience.

Alternatives Considered

Google Ads (formerly AdWords), Bing Ads and Salesforce Advertising Studio (formerly social.com)

Facebook for Business drives higher ROI compared to some paid search advertising tools such as Google Ads or Bing Ads when products are old and brands are already familiar to customers we are building the target audience against. When running customer journey campaigns where results from initial ads drive future ads, Salesforce Advertising Studio is more effective because it has a trigger based targeting which switches future ads targeting based on past ads engagement and conversion performance. For example: Salesforce Advertising Studio can analyze opens and click rates in real time to switch low engagement ad to high engagement ad. Facebook for Business may not be best in this tactic.

Likelihood to Recommend

Facebook for Business is well suited when an organization is trying to digitally transform their business by making customers self-serving using digital tools. For example: in the B2B food industry, sales representatives are being complemented with digital tools such as online e-commerce ordering and voice assistant tools such as Google Voice or Amazon Alexa, so customers such as hospitals, schools and restaurants can place orders on their own using those digital tools. In order to increase awareness and adoption of those tools, Facebook for Business can be used to run social campaigns featuring links to those tools, how to use them to research and order products, market less popular brands or items, etc.
Facebook for Business is not well suited when ad budgets are low or organizations are looking for quick ROI lift in their success KPIs. Because paid social ads need high budget to run ads for long and need data collection about target audience which takes more money and time.

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