Pros :
Target options: Facebook ads allow you to get extremely detailed in who you are targeting. By targeting the right people you'll get more leads from better clients.
Customized Audiences: Having a customized audience lets you target people on facebook that already know about your business. With Facebook ads you are able to really narrow down your target audience and even target people within your audience. For example, you can target customers that have only made one purchase.
Similar Audiences: Are a great tool to find new audiences similar to your old target audience. This allows you to branch out in finding new clients with much less risk.
Strong Analytics: Facebook lays out all the metrics that help you track the success of your company. Having such robust analytics also helps you analyze what is working and what isn't. This helps to maximize your return on ads spend.
Optimization of outreach: Facebook ads are a pay to win system. If you know the right content to put out, then you will maximize the most value from the amount of money you spend on ads.
Cons:
IOS updates: With new IOS updates, it has become increasingly harder to track users and be able to view ads performance accurately. This doesn't pose a significant issue. Facebook is not only responding to this with updates on facebook guidelines, but IOS users only account for 27.4% of the global market.
Competition: Facebook marketing is a competitive space. With 2.74 billion monthly active users, there is always lots of marketing traffic, making it essential to have properly optimized ads.
Cost: Facebook ads have become increasingly more expensive. The more customers you want to target the more expensive it is. The reason for the growing cost of ads has to do with the increase in competition.
The Learning curve: It is hard and time consuming to learn and run Facebook ads. It is a skill that takes time to master. It is important to be able to optimize ads, and lack of knowledge and experience could lead to disappointing results.
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