Facebook Exchange, or FBX, has introduced real-time bidding at the impression level on Facebook — working to increase the ROI of Facebook advertising campaigns. Enabling retargeting on Facebook, marketers can deliver ads to people on Facebook who have recently visited and engaged with their domains.
The Facebook Exchange allows approved third-party platforms to place retargeting ads on Facebook after users visit external websites marked with cookies.
When a user visits a site that has hired one of Facebook’s partner platforms (DSPs), a cookie will be placed on that user’s browser when the person reaches a stage that implies purchase intent. If a user does not complete a transaction, the DSP will be able to bid on retargeting ads that appear in the right-hand column of Facebook when the user returns to the social network. See examples below, which happen to be retargeted ads about ad retargeting.
Nanigans is the only Strategic Preferred Marketing Developer listed in Facebook’s PMD Center with access to the Facebook Exchange and the Facebook Ads API. Complementary advertising channels, marketers should leverage both to maximize reach, engagement and impact in achieving marketing goals from awareness to conversion – and ultimately, to deliver a strong return on ad spend. Before leveraging either, it is important to understand differences between ad buys through the Facebook Exchange and the Facebook Ads API.
The opportunity is broader, though. There is no limit to the data that can be used, and as an example, Chango became the latest integrated partner for FBX, and uses a massive amount of search data to prospect for new customers based on their searches on Google, Yahoo! and Bing – the intent of search married with social.
Increase your reach and your sales
For the first time ever, use your first-party data to retarget your site visitors on the largest inventory source on the web, with over 1 Billion active users and 28% of U.S. ad impressions (comScore, 2012). AdRoll’s average client has had a 16x return on their ad spend on the Facebook Exchange, making new campaigns an amazing complement to traditional retargeting.
What is the Facebook Exchange?
Facebook Exchange (FBX) is a new way of buying ads on Facebook through the use of real time bidding. Through FBX, advertisers can target their audience on Facebook using data collected outside of Facebook.
How does retargeting on Facebook work?
Retargeting on Facebook works the same way as other retargeting. If a visitor comes to your site and learns about your products, but leaves before purchasing, AdRoll can display your ads on Facebook later. This helps bring your visitors back to your site and keeps your brand top of mind.
LiquidAds on FBX
Show the most relevant products to the right users with our revolutionary dynamic ad technology. LiquidAds seamlessly integrates your site’s product images into a highly personalized Facebook ad to drive even greater performance:
· 102% avg. increase in CTR over standard FBX ads
· Keep Facebook Exchange creative fresh automatically
· No additional integration work
6 Key Facebook Retargeting Features
1. Easy Set-Up - Access Facebook inventory with no additional integration.
2. Optimized Performance - Use advanced retargeting features like segmentation, frequency capping and A/B testing
3. Powerful Analytics - Measure the performance of campaigns across display and Facebook (impressions, clicks, CPC, and both view-through and click-through conversions, and more)
4. Transparent Pricing - Pay only for the actual impressions served. No contracts, no minimums, no arbitraging your data.
5. Expert Account Team - Get immediate support from a team of experts who have been maximizing retargeting campaigns since 2007.
6. User Privacy Protection - AdRoll and Facebook use anonymous cookie data and do not share or exchange user data. AdRoll honors Do Not Track.
5 Myths of the Facebook Exchange (FBX), Demystified
1. FBX provides access to Facebook targeting data
False! Facebook Exchange does not provide access to Facebook’s rich targeting data, such as demographics (from age, gender, location to education, workplace and more), interests, and actions. This targeting data is available through access to the Facebook Ads API. Facebook Exchange, on the other hand, allows marketers to bring their own intent data to Facebook, such as the browsing practices of people visiting their own web properties. For example, a retailer could leverage Facebook Exchange to retarget users who have visited their site and perhaps added items to their carts but not actually purchased.
2. FBX provides access to all Facebook ad inventory
False! Facebook Exchange provides access only to ad inventory on the right-hand side of Facebook desktop. Marketers must leverage Ads API buys in order to access inventory in the most engaging part of Facebook, the News Feed, as well as to leverage Facebook’s compelling mobile advertising offerings.
3. FBX provides access to native Facebook ad types
False! Facebook Exchange provides access only to standard domain ads. These ads feature a title, body and image. However, Facebook’s native ad types and social ad products are not accessible through the Facebook Exchange. Marketers must leverage Facebook Ads API buys in order to leverage engaging ad units and the social context inherent in ad products like Sponsored Stories, Page post ads, homepage ads, mobile app install ads, and offers.
4. FBX is the only remarketing tool on Facebook
False! Facebook Exchange is the only method that enables marketers to retarget at an individual user and impression level on Facebook. However, there are additional ways to achieve remarketing goals through the Facebook Ads API. For example, connection targeting can be leveraged to remarket to people who have already Liked your Page or installed your app. In addition, custom audience targeting is a powerful remarketing tool. This leverages a marketer’s own CRM data (email address, phone number, user ID) and matches it with Facebook user profiles that include this same information, creating unique audiences to retarget.
5. FBX is only a retargeting tool
False! Facebook Exchange provides the opportunity to bid on ads in real time. This can be a great retargeting avenue, but it is not limited to retargeting as it can increase the return on ad spend for any Facebook advertising campaign. It can be used as a remarketing tool to convert browsers into buyers as well as a means to acquire new customers, such as by leveraging third party data or your own intent data across different domains. Nanigans recommends all its customers leverage FBX in order to increase ROI on their advertising campaigns, and we have released a one-click “Enable FBX” button within our Ad Engine software to make this as easy as possible.
List of Third-Party Advertising Agencies that offer software or managed services for FBX campaigns.
resources: Dax Hamman
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