Tuesday Oct. 28, 2014 Facebook reported financial results for Q3 ending September 30, 2014.

“This has been a good quarter with strong results,” said Mark Zuckerberg, Facebook founder and CEO. “We continue to focus on serving our community well and continue to invest in connecting the world over the next decade.”

If there’s one benefit underscores  their investments, it’s the return for marketers. Whether it’s the amount of leads generated or number of loyal customers who become brand advocates, businesses are using Facebook to increase revenue.

Reaching 1.35 billion users, Facebook is the largest social network and is one of the best vehicles for marketers and advertisers to use in reaching daily active users around the world.

Growing and Improving - Ad targeting capabilities are 45% more accurate

Part of Facebook’s user growth and advertising improvements have led to an increase in opportunities to target specific audiences with suitable content. Facebook reports that its targeting capabilities are 45% more accurate than other platforms. This is because users of say Twitter or media websites are not required to enter as much personal information to register.

This is what gives Facebook its unique edge for business-minded purposes. Also, because of Facebook’s ad tools, businesses can target the right audience through demographics and psychographics to use their budget more efficiently.

Increasing User Engagement and Mobile Monetization

Did you know that 703 million users go on Facebook mobile each day? Facebook calculates user engagement by applying a Daily Active Users to Monthly Active Users ratio.

The Q3 2014 measurement came to 64%, a significant step up from Q3’s reporting of 61%.

It’s no surprise that Facebook would attract this scale of activity being that people who go on social media are drawn to it for entertainment and engagement.

The takeaway? Businesses should be more cognizant of the increasing amount of people who are not only using social, but of those who are becoming mobile-savvy Facebook users as well. Facebook fully understands the power of mobile and reflects this in its mobile-focused  tools that are providing businesses the ability to follow users from engagement to purchase.

Clearing the Clutter

Despite the fact that total ad impressions decreased by 56% (Facebook removed half of the ad units), Facebook reported that the average price per ad increased 274% from last year. Although advertisers are never in favor of higher prices, the silver lining here is that there will be fewer advertisers to clutter the path to customers, thus making the ads that do exist more noticeable and effective.

In addition, the revenue for mobile ads on Facebook rose to 66% from a previous 49%, meaning advertisers should keep mobile ads a priority. The truth is, most online advertising reaches only 38% of its intended audience. In comparison, Facebook reaches an average of 89%, further underlining the success and value behind Facebook’s ad improvements.

Full Earnings Recap | Earning Slides | Earnings Release