The advertising world is in love with Facebook’s advertising platform Facebook Exchange (FBX). The up-and-comer in the ad world made it easy to target specific self-selected demographics by age, geography, education, etc. delivering a powerful punch per dollar on an accepted platform.
But it’s still not the clear winner in all categories – clickthrough rates in web ads and cost-per-uniques were still dominated by web ads over Facebook to the tune of 40.18% and 86% respectively, according to AdRoll, one of the first partners brought into FBX.
Only a few years ago retargeting, the tracking of banner viewers throughout various sites, whether an “expensive” or “cheap” property drove prices down to $3 CPM, while still serving the same demographics. But Facebook, the new kid on the block, changed the landscape in those metrics even further.
Facebook’s sea-change came in relation to cost per thousand impressions (CPMs) and cost-per-click (CPCs) which were 82% and 70% lower, respectively.
Perhaps best of all, and something you may have suspected, the best ROI may be for advertisers to market both through traditional retargeting and FBX – 8.3% of advertiser’s total audience was retargeted on both platforms – maximizing returns on both fronts.
What kind of results have you had mixing in social network advertising into your web campaigns?