Facebook Retargeting Rising (Report)

By David Cohen Comment

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Retargeting has been robust for advertisers on Facebook, as ad platform AdRoll saw a 31 percent year-over-year increase in spending.

The Facebook Marketing Partner analyzed more than 55,000 campaigns on the social network between July 1, 2014, and June 30 of this year, accounting for more than 37 billion global impressions, and it also found that:

  • When adding mobile retargeting to campaigns, Facebook advertisers have seen impression reach rise 60 percent, click-through rates up 64 percent and cost per click fall 36 percent.
  • Adding Facebook to existing display retargeting campaigns resulted in 92 percent more impressions, a 9 percent drop in cost per thousand impressions and a 27 percent fall in CPC.
  • Campaigns using dynamic personalized creative saw CTRs 24 percent higher, CPC 6 percent lower and costs per acquisition down 41 percent.
  • Business-to-business marketers have seen CTRs rise 140 percent and average spend per advertiser up 60 percent when using Facebook for content marketing and social engagement.

AdRoll concluded in its report:

Overall, retargeting on Facebook continues to drive ROI (return on investment) for advertisers. Over the past year, Facebook offered new ad formats, enabled and improved cross-device retargeting and added new ways for advertisers to use first-party data to increase the effectiveness of retargeting. By leveraging these new tools, advertisers across the globe are experiencing a massive lift in performance. Additionally, we’re seeing increased adoption, use cases and performance gains from B2B marketers retargeting across Facebook inventory.

Advertisers on Facebook: What are your thoughts on retargeting?

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