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News Feed Increases ROI of Facebook Exchange by 197% [Study]

Advertisers with remarketing goals can now leverage page post link ads in the News Feed through Facebook Exchange (FBX). This provides advertisers increased distribution for their remarketing efforts by extending inventory from the right-hand side of Facebook into the News Feed – the place where people spend the bulk of their time on Facebook. In addition, page post link ads provide consumers with a more engaging ad unit than standard domain ads delivered on the right-hand side of Facebook, featuring larger creative as well as social context such as Likes, shares and comments.

Nanigans recently conducted a study across retailers to better understand how page post link ads in the News Feed contribute to the success and ROI of remarketing campaigns on Facebook.

Overview

Nanigans compared performance of domain ads delivered on the right-hand side of Facebook through FBX to page post link ads delivered in the News Feed through FBX. The study examined retailers selling a variety of products and was comprised of over 10 million impressions delivered between April 18th and May 6th.

Campaign Strategy 

Retailers included in the study leveraged both ad types and delivery locations for their remarketing efforts through FBX, with volume dependent on the retailer’s cookie pool. All campaigns leveraged Nanigans’ ROI based bidding and optimization algorithms.

The creative strategy used for domain ads delivered to the right-hand side of Facebook varied by retailer. Some leveraged dynamic creative (personalized based on the products the individual last viewed on the retailer’s site) while others leveraged more evergreen creative (such as the retailer’s logo).

Results

FBX_NewsFeed_ROIOn average, page post link ads delivered in the News Feed resulted in a 197.3% increase in ROI as compared to domain ads delivered on the right-hand side of Facebook.

This improvement in ROI was less pronounced when domain ads on the right-hand side of Facebook leveraged dynamic creative as opposed to more evergreen creative.

In terms of engagement and cost, remarketing through FBX in the News Feed delivered on average 17.1X higher CTRs and 48% lower CPCs.

To benefit from and expand your remarketing efforts into the Facebook News Feed, contact us today!

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