Facebook is one of the best social media sites and also one of the most popular marketing platforms. With more than 2.7 billion users, Facebook is a good place to start if you want to advertise to B2B and B2C businesses. 

When using paid advertising, you should understand exactly how Facebook's ad network is built and what the platform offers to different businesses.

First, let’s take a look at some of the benefits of Facebook ads for business as well as some disadvantages of using the platform to see whether it is a right fit for your brand.

Benefits of Facebook Ads for Business

Listed below are some of the benefits of using Facebook for your eCommerce business.

Allows you to micro-target your audience

One of the biggest benefits of using Facebook for your business is that the platform is data-rich and you can narrow down and micro-target your audiences.

For instance, you can create ads for certain demographics and Facebook also lets you segment your ads under:

• Location
• Age
• Gender
• Languages spoken
• Education level
• Income
• Interests
• Life events
• Recent purchases
• Behavior.

You may also communicate with and target people who have previously interacted with your brand. With the help of Audience Insights, you can find data on how many people interacted with your website.

Reach more people with organic posts

If you have a business page on Facebook, all your followers can see your posts, and if you advertise there, you can really boost sales. Those who follow your page and posts are the ones who are genuinely interested in your brand and business. 

If you know how to create your Facebook ads well, and you target the right audience, you will surely see a high ROI.

Get conversions and clicks for low costs

Facebook’s CTR (click-through rate) is increasing because they have improved their advertising tools.

This has created an improvement in targeting capabilities, and business owners can now target audiences that they need to reach for quite a low cost.

On average and across all industries, the Facebook cost per click is $1.72.

Target B2B businesses

Most people advertise for B2C businesses, however, B2B marketing is also possible with Facebook.

With B2B targeting, you need to be aggressive, find the right ad format, and allow other businesses to get back to you through messaging and other channels.

If you want to target new business users on Facebook, you can use the following segments and target them accordingly:

• Job title
• Employer name
• Interest industry
• Employment industry
• Business travelers
• Employer company size

Facebook allows competitor targeting

On Facebook, you cannot directly target fans of other brands, but you can reach users who have specified their interests in certain brands. 

This will be dependent on self-reported data and on the last time a user has updated their settings regarding an interest.

Even if not every user updates their "interest" field, it still can be an effective strategy and lead you to well-qualified users.

Drive leads to your website

Part of Facebook ad options allows referral traffic to your eCommerce website. If your advertisement is attractive and compelling, the user will leave Facebook and get redirected to your website.

Should You Invest in Facebook Ads for Your Business?

There are many advantages of using Facebook advertisements for your business, however, it is worth knowing whether it is the right channel for you. 

Read on to find out more about whether using Facebook ads for your eCommerce business is worth it or not.

You have to test your ads

While setting up ads and targeting your customers is easy on Facebook, no ad works perfectly on the first day, so you will have to spend money to test your ads and tweak them if necessary.

When setting up your ad budget, don’t forget to include funds for testing.

Competition with other social platforms

Today, Facebook is very popular, but other preferred social networking sites (Tiktok, YouTube, Snapchat) give stiff competition.

You may advertise on Facebook, but you still need to explore other social media platforms as well if you want to make your brand well known. 

Difficult to maintain

To maintain your Facebook page and ads, you will need to spend a lot of time and energy. To maintain your post you will need to reply to people's questions through the comment section and this needs to be done for each and every ad.

Unless you have a separate team dedicated to this purpose, you might find it a very time-consuming task.

It is an open platform

On social media, everything is public and generalized. If a person has a bad experience with your brand or service, they may post negative and hateful comments and this could affect the impression that your brand creates on other people, especially those who are new.

For managing negative feedback, you will need a social media expert.

Remember that Facebook is a social media network and not a business network. Nevertheless, it is a great way to target customers since many these days use social media networking. 

So... Does It Worth It?

Using Facebook to advertise and promote your eCommerce brand is a great option, with plenty of benefits.

However, it should only be one of your marketing channels, not your entire strategy.

Don’t forget to test your ads, keep up to date with social media, and explore other platforms!