Facebook Advertising – Not For Everyone

Although Facebook is a popular social networking platform, from an advertising perspective, it’s more noteworthy as a large marketplace replete with a generous amount of user demographic data that can be readily translated into more targeted ads to carry your message. But not all products and services are profitably suited to advertising on Facebook.

What Products and Services Sell Best on Facebook?

Facebook primarily caters to individuals inclined towards communicating about their lives to friends and family. Hence, products or services that are business-to-consumer oriented (B2C), have a better opportunity at establishing positive results than a company which is advertising business-to-business (B2B) products or services.

Having said that, if you do sell B2B products/services, recognize that you are more likely to successfully advertise to small business owners who are on Facebook, rather than larger company buyers. (Statistically, there are more of the former).

Facebook is a good advertising channel for generating business for art, music, clubs, shared beliefs (ie. political, religious, social causes, etc.), live events, travel, entertainment or for marketing custom or personalized products, as well as things that express individual tastes and preferences.

Facebook Advertising is Not for Everyone

Some examples of B2B products or services that would not likely yield positive results on Facebook would be technical, industrial, or complex products/services.

Also, if you sell products that can be readily purchased anywhere with a price that is well known, then – unless you have a compelling price – your product may not do well on Facebook.

Facebook Advertising Conclusion

Facebook offers a unique opportunity to demographically target a large audience of users, with qualifiers such as likes and interests, geography, age, gender, single or married, and education level.
Even so, if you have a product or service that fits the criteria outlined in this article, then you would be wise to stick your toes in the water first via market testing to develop and refine your advertising, rather than diving in head first with a large ad budget just because it appears so promising.

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