By Jacob Dayan
Facebook’s audience data and targeting tactics for advertisers are the platform’s biggest moneymakers. For years, the social media platform has given advertisers great ways to expand their reach, allowing brands to build audiences based on user data, page likes, website activity and CRM uploads.
The social media juggernaut continues to refine its targeting features, and last year the company rolled out Engagement Custom Audiences. With this functionality, advertisers can seek out people who have engaged with your Facebook content in the past. This gives you the opportunity to target the audience most interested in or familiar with your brand.