Transcribed

A Marketer’s Guide to Retargeting on Facebook

A MARKETER'S GUIDE TO RETARGETING ON FACEBOOK RECAPTURE YOUR CUSTOMERS THROUGH MORE VALUABLE REAL ESTATE AS FACEBOOK EXCHANGE ADS COME TO THE NEWS FEED In June 2012, Facebook took a new approach to its advertising methods with the launch of Facebook Exchange (FBX) ads, its retargeting advertising platform, which allows real-time bidding across its ad inventory. These FBX ads have proven successful in their desirable right-side rail placements, delivering some excellent results by accounting for nearly 28% of all display impressions in the United States. Facebook's turned up the heat-yet again-in allowing FBX availability in the coveted News Feed section. Let's break down how the move from sidebar to News Feed has performed thus far. by: @MDGadvertising HOW FACEBOOK EXCHANGE WORKS FBX is able to gather customer intent data from peoples' interactions on websites outside of Facebook. Advertisers then re-target Facebook ads to potential customers who previously browsed their sites. Customer visits a third-party website, such as a shopping website Customer sees retargeting ads from the shopping website on their Facebook FBX AD BREAKDOWN: RIGHT SIDEBAR VS NEWS FEED REACH:1.15 BILLION MONTHLY ACTIVE USERS FBX AT A GLANCE TARGET: Customer Intent Data PRIMARY OBJECTIVE: Direct Response 699 MILLION (61%) OF ACTIVE USERS ARE DAILY USERS NEWS FEED FBX LINK ADS RIGHT SIDEBAR (RHS) FBX ADS LAUNCHED: May 2013 LAUNCHED: June 2012 FACEBOOK LOCATION: News Feed FACEBOOK LOCATION: Right-hand side SOCIAL ELEMENTS: SOCIAL ELEMENTS: N/A Comments, likes, and shares BEST FOR: CONTENT MARKETING BEST FOR: AND PROMOTIONS TAKING DYNAMIC PRODUCT ADS ADVANTAGE OF ITS SOCIAL DRIVING DIRECT RESPONSE COMPONENTS GO VIRAL WHEN READERS CLICK THE ADS, FBX NEWS FEED ADS BECOME FREE ADVERTISING TO FRIENDS, FRIENDS OF FRIENDS, AND SO ON. IT'S IN THE NEWS FEED 65% of Facebook advertisers are running spots in the News Feed, so inventory is limited-leaving advertisers to choose whether to compete for the hot News Feed real estate or keep their content inside the right-side rail. Here we look at how FBX News Feed ads stack up to other retargeting efforts: RETURN ON INVESTMENT (ROI) CLICK-THROUGH RATE (CTR) News Feed ads led to a 197% increase in ROI, The ad's format, location, and audience allow for more compared to the RHS. engaging retargeting ads. 21x HIGHER CTR OVER WEB RETARGETING: -197% -- 49x HIGHER CTR OVER FBX RHS: ROI COST PER CLICK (CPC) CLICK-ONLY COST PER ACTION (CPA) On a click-only attribution model, FBX News Feed ads perform very well, when compared to other retargeting inventory sources. Data shows that News Feed clicks are more affordable than those on the RHS. The high CTR contributes to a substantially lower CPC. CPC COMPARED TO WEB RETARGETING: CPA COMPARED TO WEB RETARGETING: 79% Cost Lowered 77% Cost Lowered CPC COMPARED TO FBX RHS: CPA COMPARED TO FBX RHS: Cost Lowered 54% 45% Cost Lowered FBX NEWS FEED ADS OFFERA NEW, UNIQUE OPPORTUNITY FOR ADVERTISERS TO RECAPTURE AND CONVERT LOST WEB CUSTOMERS. Beyond traditional retargeting, the social networking giant offers FBX ads with significant earned reach generated through the site's viral effect. These ads also derive their retargeting success from their combination of: PROMINENCE RETARGETING DIRECT LINKING BACK (IN THE NEWS FEED) PRECISION TO EXTERNAL WEBSITE SOURCES mdg ADROLL, INSIDEFACEBOOK.COM, ADWEEK, NANIGANS, SPRUCE MEDIA, VENTURE BEAT mdgadvertising.com twitter: @MDGadvertising

A Marketer’s Guide to Retargeting on Facebook

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Recapture Your Customers Through More Valuable Real Estate as Facebook Exchange Ads Come to the News Feed When Facebook launched their unique Facebook Exchange (FBX) ads in June 2012, the company w... as extremely excited to introduce this new real-time ad auction platform to advertisers, which was a brand new approach for them. Facebook Exchange is a real-time bidding ad system that utilizes data collected from consumers’ behavior outside of Facebook, including visits to third-party websites and cookies in order to show those consumers dynamic ads when they return to Facebook. Until recently, these real-time bid ads would appear only along Facebook’s right-side rail. Fortunately, this FBX retargeting has been wildly successful and generated outstanding results for advertisers. Now, this success has led Facebook to up the ante and open up ad space in the prime real estate of the News Feed. New results revealed in MDG Advertising’s fact-packed infographic highlight the performance of FBX ads for retargeting. It shows how the front-and-center News Feed placement has literally and lucratively paid off for advertisers. To see how Facebook News Feed ads are achieving better reach and return, check out the results in graphic detail. MDG’s infographic opens with a look at how FBX works and cites Facebook’s 1.15 billion active users, with 61% participating on a daily basis. It then describes the distinctions between the original right-rail placement and the recent News Feed shift, emphasizing how the right-rail Facebook Exchange ads are best for product ads pushing direct response, while the News Feed ads are ideal for social media–centric promotions and content marketing. The graphic goes on to show how popular News Feed ads have become. With 65% of Facebook advertisers already actively spending on this hot new real estate, inventory is competitive, so advertisers need to decide whether to compete for this valuable placement or be relegated to the right-side rail. It validates the value of these News Feed ads by stating the 197% increase in ROI they generate over original right-rail ads. It also affirms the appeal of News Feed placement via metrics that matter to marketers, such as 79% lower Cost per Click than web retargeting and 54% lower Cost Per Click than FBX right-hand side (RHS) ads. It also displays the 77% less Cost Per Action than web retargeting and 45% less Cost Per Action than FBX RHS ads. Lastly, the infographic highlights how FBX News Feed ads give advertisers an innovative way to re-target and regain prior prospects. These ads leverage Facebook’s social features and viral power to deliver substantial earned reach, while capitalizing on their prominent central placement, their direct links to external websites, and their proven retargeting accuracy. As the infographic displays, Facebook News Feed ads have been welcome news for advertisers seeking a new way to reap the results, return, and rewards of retargeting. Take advantage of the new opportunities in social media marketing. Contact MDG Advertising today at 561-338-7797 or visit http://www.mdgadvertising.com

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MDG Advertising - Marketing Agency

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MDG Advertising