Is Facebook Advertising still worth it?

By: Joshua Tecson
​Generally, Facebook advertising is still worth the investment. To begin one of the best parts about Facebook advertising is custom-targeted audience. This feature essentials works like how targeting marketing would work. You would be able to customize who you run your advertisement to. In addition, the amount of users on this platform is about 1.79 Billion active users monthly therefore you will reach maximum visibility at a lower cost. Also, this app gives easier access for people to have a “voice”. This means word of mouth is part of the advertisement on Facebook. If you have a good product/service more people will talk about it on this platform. It is also worth it because Facebook is also still growing. Let’s see how some of the features they added within the last four to five years. Some features include live video, shopping tabs, events, etc. This platform will always be growing. Another great reason as to why Facebook advertisement is still great to use is the analytics. The analytics they provide is real time, so you would be able to get results extremely fast.
Let’s break down a few of the pricing when using Facebook advertising.

• Cost-per-click (CPC) is $.97
• Cost-per-thousand-impressions (CPM) is $7.19
• Cost-per-like (CPL) is $1.07
• Cost-per-download (CPA) is $5.47

Their advertising is also nice because it sets guidelines such as ad budget and ad bid. These metrics help any business determine how much they want to spend to run an ad. As those prices reflect what I mentioned earlier, this will determine how your ad will be in circulation. Facebook advertising is a simple but effective way to showcase an ad.
The best types of companies to use Facebook advertising would include small businesses and tech companies. To start we will talk about the tech companies. The reason tech companies would benefit using Facebook ads is the fact that they are also a tech company. You would have the same infrastructure to work with. Something new always comes out with tech therefore they must reach a bigger target market. Small business companies would also benefit from using Facebook advertising because of a few things. The first would be how they can control the prices they want to spend running an advertisement. The second is how they can customize their advertisement to their liking. Some examples I will be using that small businesses use include: giveaways, free classes, discounts, and social proofs. As I mentioned it is easy to do giveaways in these ads because of how easy it is to interact with the market. Free classes are also easy to promote because who doesn’t like free things? By offering these free classes you get your inhouse business in circulation. Discounts is also a way to do an ad with the same reason as offering free classes. Everyone loves to have a good deal. Lastly, social proof is one way to run an ad. Social proof is good because this validates your business/service. By validating yourself you essentially say that you are good at what you do.
Some things to consider when using Facebook ads. One, even though it reaches a big audience, is that the audience you are looking for? Looking at Facebook user, the younger audience seems to decline. Now a days if you ask a young person if they have a Facebook, they will most likely say “yes but I don’t use it”. The last bad thing you should consider is how some people are hesitant when looking into Facebook because some things might look like a scam. Overall, Facebook gives promotors a different outlook when it comes to advertising. It will depend on preference of a company if they choose to go this route.