Pros:

• Massive Reach - 2.6 billion people use Facebook every month

• Ad capabilities are extensive - video, static, carousel creative options

• Proven strong conversion platform

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Cons:

• Data privacy concerns as a user

• Limited B2B audience capabilities

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Best Practices

• Test lots of creative versions to achieve the best performance

• Utilize Facebook's extensive audience capabilities - build Lookalike audiences, utilize pixel data to drive conversion