What is Facebook Remarketing?
Remarketing or retargeting on Facebook allows marketers to target potential customers who’ve previously visited their website by serving ads to them as they browse through Facebook – it works in a way quite similar to Google remarketing.
For example, someone visited your website yesterday and added 3 items to the cart but closed the website just before completing his purchase (may be due to a distraction like a phone call from a friend). In normal circumstances, you lose this customer who was so close to completing the purchase cycle. However, with remarketing, you can now target this customer through Facebook RHS or newsfeed ads, increasing chances of closing the purchase loop.
In short, remarketing is a great way to re-capture customers who have recently shown interest in your product or service. Remarketing also tends to give higher ROI than usual forms of advertising. The average CTR (click through rate) for retargeting is estimated to be .16%.
See the image below for an overview of the remarketing process
What is Facebook Exchange (FBX)?
FBX is Facebook’s real-time bidding system where Facebook auctions ad space to bidders via advertising demand-side platforms. It lets advertisers place cookies on user’s browser’s as they visit the advertiser site. These cookies help to record their actions and retarget them with customized ads from the advertiser when they visit the Facebook enviroment. However, FBX ads cannot be purchased through Facebook but can be bought only through a FBX partner company.
Facebook is working with a lot of partners like AdRoll, PerfectAudience, Brandscreen, DataXu, Nanigans, Kenshoo, RocketFuel, Criteo, TheTradeDesk, Triggit etc.
FBX Ad Units
You can choose either RHS or newsfeed ad units for advertising through FBX. We’ve picked up sample screenshots from AdRoll to show you below.
Right Hand Side
Launched on FBX: June 2012
Newsfeed Page Post Link Ads
Launched on FBX: May 2013
Our Tips for selecting ad units:
- Use RHS ads when you’re looking for a larger reach.
- RHS ads tend to receive more impressions than newsfeed ads.
- Use newsfeed when you’re looking for quality exposure (as the ad will be upfront and will hang around user’s News Feeds).
- Newsfeed ads tend to have much better CTRs and lower CPAs compared to RHS ads.
- Test both RHS and Newsfeed for maximum reach and engagement.
But remember, Facebook is always changing. What works today in one market might be different tomorrow. It’s important to test, test and test some more.
Are you ready to start using Facebook remarketing to pump up your sales? Also read about how to measure your social media ROI on Facebook before you start.
Connect with our Facebook marketing experts for help in setting up your remarketing campaign today.