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.
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Designing a Full-Funnel Facebook Audience Architecture
In 2018, Facebook accounted for 21.8% of total digital ad spend. With that weight of investment, getting Facebook right is critical to the success of your media program, and it all begins with your audience. Viewers of this webinar will be walked through the range of Facebook targeting capabilities, including using first-party data and signal-based full-funnel audience strategies. Join Merkle as we share best practices for maximizing your Facebook dollars through highly relevant, data-driven Facebook audience strategies.