According to Facebook, members spend a majority of their time on the site in the News Feed, so it shouldn’t be surprising that the company has started to expand Facebook Exchange (FBX) from the sidebar to this highly trafficked area.
Launched last fall, FBX is a way for businesses to show ads to people on the social network based on their online browsing interests. Although similar in appearance, the main difference between these and regular Facebook Ads, is that when clicked, individuals will be sent outside of Facebook to a landing page.
Early results looked promising, and now AdRoll has found these retargeted ads to be pretty successful as well. Among 547 advertisers and more than a billion impressions, the company found that FBX ads in News Feed led to 49 times greater clickthrough rate (CTR) and a 54 percent lower cost per click (CPC) than FBX sidebar ads.
The sample was made up of advertisers from all verticals with budgets from less than $1,000 per month to over $20,000 per month. Some of the most impressive findings found that FBX News Feed ads had a 45 percent lower cost-per-action than Facebook’s sidebar, and raised total clicks from FBX advertising by 62 percent.
In addition to prominent placement, social elements like comment and share make it even more ideal for direct response marketing, providing even greater potential for marketers. “In essence,” wrote AdRoll, “retargeting in the News Feed combines four important campaign success metrics: prominence (News Feed), precision (retargeting), direct response (via links), and impactful engagement (social).”
As Facebook continues to make changes to its advertising platform, it’s worth keeping an eye on FBX for additional updates. For more findings from this study, download AdRoll’s Facebook Exchange News Feed Retargeting Report. If you’d like more information on how to prepare for desktop Page post link ads in FBX, contact your Facebook account team.
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.