FBX has lower CPCs and CPMs but web retargeting has other benefits, AdRoll finds
Ads on the Facebook Exchange have lower costs per click and costs per impression, but web retargeting has lower costs per unique and better clickthrough rates, a recent AdRoll study has found.
AdRoll also found that there was little overlap in audiences reached with FBX and web retargeting, indicating that advertisers should employ both to maximize their retargeting efforts.
AdRoll looked at 468 advertisers who ran campaigns on standard display and FBX in the last six months of 2012.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in