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Retargeting has become a must-have component of any performance marketing campaign as marketers have discovered the extraordinary value of reaching the 98% of consumers who didn’t convert on their first visit to a website.
At the same time, Facebook has emerged as a powerful advertising channel boasting more than 1 billion users globally. Facebook won over advertisers with its innovative targeting capabilities and native ad units that performed exceptionally well because of their centralized location, ability to scale and high engagement rates.
To capitalize on its massive volume of inventory, Facebook introduced Facebook Exchange (FBX) in June 2012. FBX lets advertisers capture the bottom of the sales funnel by purchasing Facebook ad inventory that retargets users based on their browsing behavior or intent shown on their website.
Since then, FBX has grown to represent a significant portion of retargeting ad spend—it now accounts for around half of retargeted clicks on the web. And numerous studies have shown that FBX delivers an astounding return on investment (ROI).
In this latest eBook we explore how advertisers can make the most of FBX to meet their ROI objectives at scale.
Download the eBook Today!eBook: Insider’s Guide to Retargeting with Facebook Exchange