Usability
Advantage: The Facebook ads manager interface is very comprehensive and offers videos, tutorials and helpful tips to guide navigation and derive insights.
Disadvantage: For a beginner in Facebook advertising, this interface can be overwhelming, with so many data points and terminology that will take time to understand.
Targeting options
Advantage: Facebook ads can help a business target very small, niche audiences that align with their goals, thanks to years of end-user data and evolving Facebook algorithms. This means that virtually any business can use Facebook ads to reach their customers and improve their profits.
Disadvantage: Depending on the niche, some audiences may prefer more expensive ads such as video or animated content, rather than text or image displays, which may drive up the costs for producing the ads. Each business should understand its target audiences and adjust its ads for the highest possible returns.
Engagement
Advantage: Facebook ads offer your customers a chance to interact with your business, from reacting (likes, shares) to giving valuable feedback in the comments that can help build your business.
Disadvantage: It is easy for a competitor or an unhappy customer or employee to offer negative feedback on your Facebook ads that will be seen by other potential customers, putting greater emphasis on excellent customer service.