One of the first Facebook Exchange partners, AdRoll, studied 468 advertisers that ran standard Web targeting and FBX campaigns during the last six months of 2012 and found areas where each type of campaign held an advantage.
According to AdRoll, FBX had the advantage in:
- Cost per thousand impressions (CPMs), which was 82 percent lower.
- Cost per click, which was 70 percent lower.
However, FBX fell short of standard Web targeting in:
- Click-through rates, where FBX was 40.18 percent lower.
- Cost per unique, where FBX was 86 percent higher.
Most surprising, when we compared audience overlap among the campaigns, we found that, on average, only 8.3 percent of an advertiser’s total audience was retargeted to by both their FBX and their standard Web retargeting campaigns.
Our research showed that both Web retargeting and Facebook Exchange have their strengths and are incremental to one another. We found that by leveraging both platforms for retargeting campaigns, advertisers can maximize their return on investment. To do otherwise would be leaving money on the table.