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The Facebook Audience Playbook

In 2018, Facebook accounted for 21.8% of total digital ad spending — the second highest share of revenue behind Google and the only paid social company to crack the top five.

The advertising opportunity on Facebook is all about reach, advertiser-centric tools, and how you use your first-party data, captured through onsite user actions and remarketing pools. To differentiate audiences and messages, you need to use a full-funnel “signal-based” strategy.

This playbook reviews some of our best practices for Facebook advertising, with a special emphasis on audience-centric strategy. You’ll learn about the necessary tools to take advantage of Facebook’s audience targeting capabilities and how your own first-party data is the key to full-funnel success on Facebook.