With Facebook’s recent expansion of Facebook Exchange (FBX) to introduce retargeting into the news feed, AdRoll has examined how these ads perform relative to right-hand side (RHS) ads and standard web retargeting. The study, which analyzed more than 1 billion impressions across 547 advertisers running retargeting in each type of inventory, found that click-through rates for news feed ads were an impressive 21 times higher than for standard web retargeting, and 49 times higher than for RHS ads. And those clicks don’t seem to coming at a significant cost.
In fact, the average cost-per-click (CPC) for a news feed ad was 79% lower than for standard web retargeting, and 54% lower than for RHS ads.
While the researchers note that high-volume low-cost traffic often results in poor conversion rates, that doesn’t seem to be the case when it comes to retargeted news feed ads. The click-through conversion rate (CTC) for news feed ads was only 9% lower than for standard web retargeting, and 16% lower than for RHS ads. Read the rest at MarketingCharts.