Facebook now has 2 million active advertisers, a figure the company included in an announcement for its new mobile app "Ads Manager."
For Facebook, the number is a moving target. Six months ago, the social network boasted 1.5 million active advertisers, meaning they had advertised within the last month. Eighteen months ago, Facebook had 1 million active advertisers.
Still, those figures are a fraction of the 30 million businesses around the world that have Facebook Pages.
The majority of the advertisers are small- to medium-sized businesses.
"Small business owners are really hard to reach and they are not tech savvy usually," Facebook Chief Operating Officer Sheryl Sandberg said in an interview, according to Reuters. Some 80% of small businesses start advertising via a Promoted Post.
Some 55.1% of small- to medium-sized business said they had Facebook Pages, according to a study by BIA/Kelsey, which found that 20% of respondents had used a Facebook ad or Promoted Post. As Facebook noted on Tuesday, 35% of small businesses don't have a web presence at all.
Still, Facebook's digital advertising market share is only 7.8% compared to Google, which held 31.1% of the market last year, according to eMarketer. In 2013, Google's share was 33.6% versus 5.8% for Facebook.