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Facebook is the largest social media network on the planet. Brands love it because it enables them to connect with a truly global audience. The advertising tools that it offers are also among the best in the business. 

It goes without saying that any business that’s trying to generate sales online will devote a big chunk of its time and resources trying to crack Facebook marketing. That might sound easy but the reality is completely different. 

Facebook ads have steadily become expensive over the years. The average CPM is now close to $11. There are a variety of factors that have contributed to it. Oversaturation of the Facebook marketplace is one of them. Too many advertisers are paying to capture the attention of the same people which is pushing costs higher for everyone.

On the other hand, the organic reach has steadily declined on Facebook over the years. Brands can’t really reach people at scale unless they pay for it. Those who truly understand Facebook's reach and take steps to maximize it organically end up saving a lot of money in the process.

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