It’s a question that as little as a year or two ago I would have told you flat-out, no depending on the circumstance! However, Facebook is playing hardball lately. Maybe not hardball as much as they are playing Monopoly.
Facebook has to make money somehow to please the shareholders and they’ve hooked a lot of companies on promoting posts when it was very cost-effective and clear. Now, even with a high Facebook Edge rank and using video on your posts, don’t expect much return compared to your ‘Likes’.
Facebook also recently changed their algorithm to make it even less likely to get organic shares on your posts. Sounds like time to abandon Facebook, right? Too bad your customers are there! So until a viable alternative arises, we must pay to play. Does it have to be bad? Not if you test!
Test, test, test!
I can’t stress enough the importance of setting aside a decent budget to test different keywords and rates to reach your target audience. Oftentimes a company wants to just throw money at a problem and expect results. Patience is key. Recently a customer of ours was being impatient, but in the first week of testing, Facebook was recommending a $1.50 CPC rate, but we whittled that down to $0.10 CPC and were just as effective in our limited testing. The conversion rate was surprisingly good considering the poor implementation of the website they were sent to. This brings me to my next point.
The complete package
You could have the perfect tested Facebook ad campaign, but unless you implement a consistent image and feel, you will be throwing your money at Facebook and watching their stock price grow while yours falls.
This means your social media team needs to work with your web development team which needs to work with your PPC team. Communication and a consistent message can help you stretch your Facebook dollars that you now have to spend.