Facebook Exchange, or FBX, has introduced real-time bidding
at the impression level on Facebook — working to increase the ROI of Facebook
advertising campaigns. Enabling retargeting on Facebook, marketers can deliver
ads to people on Facebook who have recently visited and engaged with their
domains.
The Facebook Exchange allows approved third-party platforms to place retargeting ads on Facebook after users visit external websites marked with cookies.
When a user visits a site that has hired one of Facebook’s partner platforms (DSPs), a cookie will be placed on that user’s browser when the person reaches a stage that implies purchase intent. If a user does not complete a transaction, the DSP will be able to bid on retargeting ads that appear in the right-hand column of Facebook when the user returns to the social network. See examples below, which happen to be retargeted ads about ad retargeting.
Nanigans is the only Strategic Preferred Marketing Developer listed in Facebook’s PMD Center with access to the Facebook Exchange and the Facebook Ads API. Complementary advertising channels, marketers should leverage both to maximize reach, engagement and impact in achieving marketing goals from awareness to conversion – and ultimately, to deliver a strong return on ad spend. Before leveraging either, it is important to understand differences between ad buys through the Facebook Exchange and the Facebook Ads API.
The opportunity is broader, though. There is no limit to the data
that can be used, and as an example, Chango became the latest integrated
partner for FBX, and uses a massive amount of search data to prospect for new
customers based on their searches on Google, Yahoo! and Bing – the intent of
search married with social.
Increase your reach and your sales
For the first time ever, use your first-party data to
retarget your site visitors on the largest inventory source on the web, with
over 1 Billion active users and 28% of U.S. ad impressions (comScore, 2012).
AdRoll’s average client has had a 16x return on their ad spend on the Facebook
Exchange, making new campaigns an amazing complement to traditional
retargeting.
What is the Facebook Exchange?
Facebook Exchange (FBX) is a new way of buying ads on
Facebook through the use of real time bidding. Through FBX, advertisers can
target their audience on Facebook using data collected outside of Facebook.
How does retargeting on Facebook work?
Retargeting on Facebook works the same way as other
retargeting. If a visitor comes to your site and learns about your products,
but leaves before purchasing, AdRoll can display your ads on Facebook later.
This helps bring your visitors back to your site and keeps your brand top of
mind.
LiquidAds on FBX
Show the most relevant products to the right users with our
revolutionary dynamic ad technology. LiquidAds seamlessly integrates your
site’s product images into a highly personalized Facebook ad to drive even
greater performance:
·
102% avg. increase in CTR over standard FBX ads
·
Keep Facebook Exchange creative fresh
automatically
·
No additional integration work
6 Key Facebook
Retargeting Features
1.
Easy Set-Up - Access Facebook inventory with no
additional integration.
2.
Optimized Performance - Use advanced retargeting
features like segmentation, frequency capping and A/B testing
3.
Powerful Analytics - Measure the performance of
campaigns across display and Facebook (impressions, clicks, CPC, and both
view-through and click-through conversions, and more)
4.
Transparent Pricing - Pay only for the actual
impressions served. No contracts, no minimums, no arbitraging your data.
5.
Expert Account Team - Get immediate support from a team
of experts who have been maximizing retargeting campaigns since 2007.
6.
User Privacy Protection - AdRoll and Facebook use
anonymous cookie data and do not share or exchange user data. AdRoll honors Do
Not Track.
5 Myths of the Facebook
Exchange (FBX), Demystified
1. FBX provides access to Facebook targeting data
False! Facebook Exchange does not provide access to
Facebook’s rich targeting data, such as demographics (from age, gender,
location to education, workplace and more), interests, and actions. This
targeting data is available through access to the Facebook Ads API. Facebook
Exchange, on the other hand, allows marketers to bring their own intent data to
Facebook, such as the browsing practices of people visiting their own web
properties. For example, a retailer could leverage Facebook Exchange to
retarget users who have visited their site and perhaps added items to their
carts but not actually purchased.
2. FBX provides access to all Facebook ad inventory
False! Facebook Exchange provides access only to ad
inventory on the right-hand side of Facebook desktop. Marketers must leverage
Ads API buys in order to access inventory in the most engaging part of
Facebook, the News Feed, as well as to leverage Facebook’s compelling mobile
advertising offerings.
3. FBX provides access to native Facebook ad types
False! Facebook Exchange provides access only to standard
domain ads. These ads feature a title, body and image. However, Facebook’s
native ad types and social ad products are not accessible through the Facebook
Exchange. Marketers must leverage Facebook Ads API buys in order to leverage
engaging ad units and the social context inherent in ad products like Sponsored
Stories, Page post ads, homepage ads, mobile app install ads, and offers.
4. FBX is the only remarketing tool on Facebook
False! Facebook Exchange is the only method that enables
marketers to retarget at an individual user and impression level on Facebook.
However, there are additional ways to achieve remarketing goals through the
Facebook Ads API. For example, connection targeting can be leveraged to
remarket to people who have already Liked your Page or installed your app. In
addition, custom audience targeting is a powerful remarketing tool. This
leverages a marketer’s own CRM data (email address, phone number, user ID) and
matches it with Facebook user profiles that include this same information,
creating unique audiences to retarget.
5. FBX is only a retargeting tool
False! Facebook Exchange provides the opportunity to bid on
ads in real time. This can be a great retargeting avenue, but it is not limited
to retargeting as it can increase the return on ad spend for any Facebook
advertising campaign. It can be used as a remarketing tool to convert browsers
into buyers as well as a means to acquire new customers, such as by leveraging
third party data or your own intent data across different domains. Nanigans
recommends all its customers leverage FBX in order to increase ROI on their
advertising campaigns, and we have released a one-click “Enable FBX” button
within our Ad Engine software to make this as easy as possible.
List of Third-Party Advertising Agencies that offer software or managed services for FBX campaigns.
resources: Dax Hamman
