Facebook Exchange, the social network’s real-time bidding service, is officially out of beta today.
The service allows advertisers to use cookie-based ads that have been influenced by members’ browsing histories. For example, if someone searches for flights to Chicago, Facebook would display an ad showing a sale on flights the next time he or she visited the social network.
Here’s some encouraging news for Facebook advertisers: a number of beta partners have reported an increased ad ROI. TellApart reported a 10-20 times increase in ROI, while Bizo reported 300 percent better cost-per-leads, and AppNexus saw reduced CPAs (cost-per-actions) by as much as 25 percent.
However, Facebook Exchange might not always be the best fit. If your goal is to drive awareness through engagement, Sponsored Stories might be better to help increase distribution. Facebook Exchange is better suited for opportunities that exist outside of the social network.
We recommend checking with your Facebook rep to determine if Facebook Exchange is a good fit with your current goals.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.