FBX has lower CPCs and CPMs but web retargeting has other benefits, AdRoll finds

fbxAds on the Facebook Exchange have lower costs per click and costs per impression, but web retargeting has lower costs per unique and better clickthrough rates, a recent AdRoll study has found.

AdRoll also found that there was little overlap in audiences reached with FBX and web retargeting, indicating that advertisers should employ both to maximize their retargeting efforts.

AdRoll looked at 468 advertisers who ran campaigns on standard display and FBX in the last six months of 2012. On average, FBX offered 82 percent lower CPMs and 70 percent lower CPCs than web retargeting. However, cost per unique was 86 percent higher than elsewhere on the web, and clickthrough rates averaged 40 percent lower. Web display ads are much larger than Facebook ads, and they often include rich media, whereas Facebook ads are static and mostly text.


AdRoll found that only 8.3 percent of uniques — or 10.75 million out of 130 million — were reached by both FBX and web retargeting. This suggests that advertisers should be running campaigns through both in order to reach a more complete audience.


In a blog post on the topic, AdRoll wrote:

“Our research showed that both web retargeting and Facebook Exchange have their strengths and are incremental to one another. We found that by leveraging both platforms for retargeting campaigns, advertisers can maximize their return on investment. To do otherwise would be leaving money on the table!”

Sponsored Post

Hands-On Social Media Training for Beginners

Social Media 101
In our Social Media 101 boot camp, you’ll determine the social media sites that matter most to you, based on personal and professional goals. Starting May 13, you will learn the best practices for using Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram and Tumblr, along with complete personal profiles on each site. Register today!

Leave a Reply

interested in advertising with inside facebook?

Social Media Jobs
of the Day

Manager Social Media

Ralph Lauren
New York, NY

Social Media Manager

Chicago, IL

Social Media + Web Management Consultant

IPPF/Western Hemisphere Region
New York, NY

Director of Marketing (Social Media/Web)

Creative Circle
Corona, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us