FBX Ad FormatsAdvertisers have multiple options for FBX ad placement which include: News Feed Unpublished Page Post Link Ads Creative can be dynamic or static.. HOW TO GET THE MOST OUT O
Trang 1Insider’s Guide to
Retargeting with Facebook Exchange
Strategies, Case Studies, and Best Practices
to Maximize Your FBX Campaigns
Trang 2Retargeting 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 Brands across the majority
of verticals have achieved exceptional results by
leveraging behavioral data from their websites for ad
targeting
Concurrently, Facebook 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 perform exceptionally well because of their centralized location, ability to scale and high engagement rates
To capitalize on its massive inventory, Facebook introduced Facebook Exchange (FBX) in June 2012 FBX lets advertisers purchase Facebook ad inventory that
retargets users based on their browsing behavior or intent shown on websites Since then, FBX has grown to represent a significant portion of retargeting
ad spend—it now accounts for about half of retargeted clicks on the web
Numerous studies have shown that FBX delivers an astounding return on
investment (ROI) On average, we’ve seen FBX campaigns achieve an ROI (return on
ad spend investment) of 546%
However, there is some confusion about how advertisers can make the most of FBX to meet their ROI objectives at scale In this latest eBook we explore:
Details on how FBX works
Strategies and approaches for your
FBX Campaigns
Case studies on FBX performance
A comparison of FBX to other exchanges
Best practices for maximizing your FBX campaigns
Trang 3A consumer visits a product page on a brand’s website and a cookie is set on their browser A request is sent to the Facebook servers to notify the DSP of when the
user is on Facebook Next, Facebook notifies the DSP of the users presence, with
what is commonly called a bid request The DSP responds to Facebook with a bid and an ad creative, within 100ms of the initial request Facebook holds an auction and if the ad wins the consumer sees a product ad retargeted uniquely to them on Facebook The user clicks on the ad and purchases a product after seeing the FBX ad
Real-Time Marketing
FBX powers time-sensitive advertising because ads are bid on and delivered to
users in real time as people browse Facebook This allows marketers to drive
performance by targeting a user who for example, has recently browsed a hotel
room on an online travel agency website with personalized ads immediately when they open their Facebook page FBX is ideal for displaying the right product at
the right time to the right user, increasing not only clicks, but more importantly
consumer purchases
Customer sees a product
ad retargeted uniquely to them on Facebook
Customer visits a
product page for a
and purchases a product after seeing FBX ad
HOW FBX WORKS
Real time bidding (RTB) helps media buyers find audiences at scale with automated
or programmatic buying that allows advertisers to bid on each ad impression as it
is served Facebook entered the RTB market with Facebook Exchange
FBX gathers data data from people’s interactions on external websites Advertisers can then retarget Facebook ads to potential customers who previously browsed
their site Consumer behavior with FBX often works as follows:
Trang 4FBX Ad Formats
Advertisers have multiple options for FBX ad placement which include:
News Feed
Unpublished Page Post Link Ads Creative can be dynamic or static
Right Hand Side
Domain Ads on the right hand side (RHS) Creative can be dynamic or static
Trang 5HOW TO GET THE MOST OUT OF
YOUR FBX CAMPAIGN
When using FBX, it’s important to consider the following strategies to yield
maximized return:
Leverage dynamic creative for better ad relevancy
Use FBX in combination with native Ads API ads
Target specific audience pools using rules-based logic
Create your retargeting groups around the goal you are trying to achieve
Dynamic Creative
By leveraging dynamic creative, advertisers have the option to dynamically
display creative at an individual SKU, or product, level With intent already shown, dynamic creative promises to provide greater relevancy for consumers and better performance for advertisers
Nanigans’ FBX solution supports dynamic
SKU based creative for both domain ads
on the right hand rail, Page post link ads
and unpublished Page posts in News
Feed
With support for hundreds or thousands
of creative versions, advertisers can
make frequent changes to an ad,
target a specific creative message to a
select audience and optimize the best
performing creative elements
Trang 6A Nanigans study highlighted the importance of leveraging dynamic creative
through FBX:
FBX Dynamic creative resulted in a 5.1.X higher ROI (return in sales revenue on the cost of ad spend) than evergreen creative
Case Study
Evergreen FBX Creative
Dynamic FBX Creative
Compared to more evergreen creative delivered through FBX, dynamic creative resulted in:
66%
lower CPA for new customers who purchased on the same day they viewed ads
43%
lower CPCs
7X
higher CTRs
68%
higher day-1 purchase rates
Trang 7Product Feeds
A product feed is a file that includes a
company’s full product list and all information
tied to each individual product, such as the
price, an image, and a description This allows
the contextual creation of ads based on the
copy or image associated with a particular
product
Product feeds make it easy to remarket
and dynamically display product ads at the
individual SKU level, providing increased ad
relevancy for targeted consumers A best
practice is to update your product feeds based on the rate of product changes on
your website
To set up a product feed, you’ll need a feed (.csv, txt, or tsv) that includes:
Product SKU Product Category Image URL Product URL Product Title (optional) Product Description (optional)
When setting up dynamic creative, make sure to keep creative image sizes in mind For example, when using unpublished Page post link ads in News Feed, the creative image should be in a 1.9:1 ratio (1200x627) pixels
Ad headline changes depending on product or product category featured.
Image dynamically
rotates depending
on product or
product category.
Ad body/message
rotates depending
on product feed.
Trang 8Benefit from “The Assist”
For advertisers seeking to achieve ROI objectives at scale, it’s essential to use
FBX in conjunction with prospecting and Custom Audience targeting through the native Facebook Ads API Complementary advertising channels, a mix of FBX and Facebook Ads API lets you maximize reach and achieve a strong return on your ad spend
The Facebook Ads API provides access to Facebook’s rich targeting data
(demographics, connections, interests, and more), while FBX allows marketers
to bring their own fist party data to Facebook Facebook API ads are effective for driving users to landing pages who can then be retargeted with FBX ads This will help you grow the pool of people in your remarking groups
While DSPs typically only have
access to FBX, Nanigans is one of
three Facebook Strategic PMD’s
with access to both the native
Ads API and FBX Advertisers
choosing a to run a combination
of the two benefit from “the
assist”—by leveraging the Ads
API to discover audiences and
generate demand, and FBX to close
individual customers
Demand Generation
Demand Fulfillment
Standard Facebook Ads
FBX Ads
Trang 9Case Study
Facebook Ads API and FBX Boost eCommerce
Sales by 89%
In a study of $1.2M in ecommerce sales, Nanigans found that customers
who entered FBX remarketing pools after first viewing a standard Facebook ad purchased 89% more in sales revenue than those who entered FBX remarketing pools from other channels, such as organically or through search
The study also found that coupling FBX buys with prospecting through the native Facebook Ads API drove 39% additional customers into FBX remarketing pools The results underscore that without using native Facebook audience targeting with the Ads API, the retailer would have seen a smaller pool of potential customers to retarget Filling the remarketing funnel with high quality candidates is critical for a successful FBX campaign
In addition, customers acquired
through native Facebook audience
targeting were much better
qualified than those acquired
through other channels This
can be attributed to the deep
targeting capabilities and social
context of Facebook’s native
ad types, available through the
Facebook Ads API
Based on the results, it’s clear that
if an advertiser is not leveraging Facebook Ads API buys alongside FBX retargeting, they are not only missing out on new customers, but they are missing out on their highest quality customers and significant incremental revenue
Facebook Ads API Non-Facebook Channels
Customers Entering FBX Remarketing Pools from Ads API Buys Purchase 89% More in Sales Revenue
Origin of Customer in FBX Remarketing Pool
$354.11
$187.70
Trang 10Target Specific Audiences Using Rules Based Logic
Marketers have achieved FBX targeting success with highly targeted user segments
by defining a set of behavior rules to create and automatically update retargeting groups Some examples include:
A best practice is to use inclusion or exclusion rules on a combination of events that occur within a designated timeframe to design targeted messages for greater
ad relevance and performance
People who have added an item to their cart but didn’t purchase People who viewed a product but didn’t purchase
People who have visited the website but didn’t purchase People who have registered or logged in but didn’t purchase
eCommerce
Gaming People who have made a purchase but not in the last 3 or 7 days
People who have fired a DAU pixel but not in the last 3 or 7 days
Travel People who searched for a flight but didn’t purchase within a specific
time period (e.g 3, 7, or 14 days) People who searched for a hotel but didn’t purchase within a specific time period (e.g 3, 7, or 14 days)
Trang 11Case Study
Facebook Exchange -
News Feed Increases
ROI 197%
FBX Page post link ads in News Feed
delivered an average 17.1 times
higher CTRs and 51 percent lower
CPCs versus the RHS
ROI was 197% higher as a result
ROI RHS, Domain Ads Page Post Link AdsROI News Feed,
FBX in News Feed
Initially FBX ads were only delivered in the right
hand side, and while, advertisers were already
seeing great performance compared to other
exchanges, Facebook’s News Feed inventory
brought FBX to a whole new level
Located prominently in the center of the
News Feed, FBX Page post link ads are highly
visible and engaging The News Feed is the
place people go when they come to Facebook
and where they spend the majority of their
time Plus these ad units have all of the
Facebook social elements—Likes, shares, and
comments—for additional viral distribution
Trang 12FBX vs Other Exchanges
Through exchanges, advertisers can find specific audiences across the web and retarget specifically to behavior patterns and purchase activity Advertisers can bid in real time for these users, meaning that inventory can be sold to the most qualified bidder via an auction-based bidding model Yahoo, Google, Microsoft, and other major players on the web all have exchanges, but with one in five U.S page views being on Facebook, the social network is the heavyweight in the crowd
+ Lower costs-per-acquisition and ads that
appear above the fold and on brand-safe pages
With News Feed inventory, FBX ads are
in the large Page post link format and get prime real estate among posts from people’s friends and pages
FBX ads include options for Likes, comments, and shares, which can lead to other types of engagement
A combination of FBX and Ads API can fill your remarketing groups with high value prospects—a critical element for any successful FBX campaign
Benefits of FBX compared to other exchanges
FBX
+ API
Trang 13FBX BEST PRACTICES
Since FBX went live, Nanigans has worked with hundreds of the world’s largest ecommerce, gaming, and travel companies to help them remarket on Facebook We’ve found that there are a variety of factors that help advertisers boost
conversions and have created a list of some best practices to help you get the most out of FBX
Keep creative for non-dynamic creative gender neutral so it is appealing to a wider audience
Differentiate your FBX ads from your API Ads
to avoid serving the same ads over and over
to the same people
If you are not using dynamic creative, push new creative often to keep ads fresh
Customize your creative to specific categories and subcategories and analyze performance across the entire category to optimize results
Test, test, and test some more—changing colors, images, and CTAs can make the difference between a low CTR and a high one
Tips for Compelling FBX Creative
Trang 14Tips for Increasing Volume with FBX
FBX remarketing segments are limited by the number of people who visit your website so volume can be more challenging with FBX as compared to acquisition campaigns with the Facebook Ads API Here are some best practices for reaching a bigger audience on Facebook
Increase your bids to reach a
broader audience
Utilize Facebook API ads to
fill your remarketing pool by
bringing more traffic to your
website
Create more retargeting groups
based on user behaviors to
increase the amount of people in
your remarketing pools
Push more dynamic creative ads
to new categories to increase
relevancy
Adjust your frequency limits
to increase the amount of
impressions a user sees in a
given time period
Trang 15What to Expect After You’ve Launched Your
First Campaign
Higher CTRs for dynamic creative ads—Dynamic creative is more personalized which improves CTRs and ultimately, ROI
Higher CTRs for Page post link ads
in News Feed—News Feed ads are more engaging with large native
ad formats and a more centralized location than the RHS
Higher purchase rates with dynamic creative in comparison
to static FBX—Dynamic creative is more engaging and more relevant
in comparison to static creative Lower volume for FBX ads in comparison to regular API Ads—
This is because the audiences targeted only includes people who have visited your website
Lower volume on News Feed ads
in comparison to RHS ads—News Feed ads have a limited number of impressions per user per day
Lower volume for dynamic creative rather than static creative—Static
ad creative is not limited by SKU matching
Trang 16With only 2% of web traffic converting on the first visit, ad retargeting will only continue to grow in importance during 2014 Retargeting not only helps to remind consumers of the product they may have recently viewed, but it takes the next step
to reengage them for specific purchase events
Facebook Exchange has driven significant impression volumes since launch With
20 billion user minutes spent on Facebook per day, the ability to serve dynamic ads based on known user preferences will be a key contributor to driving conversions
As Facebook continues to see strong demand for FBX ads in both the desktop
News Feed and RHS, some, such as a J.P Morgan analyst, suspect they will look to capitalize on their mobile momentum and roll out retargeting to mobile later this year
Today, just as you wouldn’t run advertising campaigns on desktop without buying
on Facebook, you certainly shouldn’t be retargeting consumers without FBX
Facebook’s extensive reach combined with its high quality ad inventory provide exceptional results for advertisers When planning your campaign, be sure to
leverage the Facebook Ads API to discover and FBX to close individual customers to maximize the return on your retargeting campaign
“We believe FBX will become an increasingly important part of
Facebook’s ad platform as retargeted ads move further into the Desktop and Mobile News Feeds.”
Doug Anmuth, J.P Morgan Internet Analyst