Facebook retargeting delivers results for marketers
Retargeting campaigns are continuing to thrive on Facebook, especially due to the reduced costs for marketers. Advertisers saw a 92% increase in impression reach and a 26% increase in click through rates when adding Facebook to an existing display retargeting campaign. “Retargeting on Facebook continues to drive ROI for advertisers,” said Michael Bertaut, AdRoll EMEA Managing Director. Facebook is an attractive platform to advertisers as it currently has 1.49 billion global monthly active users and 1.3 billion global monthly active users on mobile. 

Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at liz@techforge.pub.

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Three years after retargeting became possible on Facebook Exchange the social media network continues to thrive when it comes to retargeting campaigns, with a 31% increase in average spend per advertising on the channel.

The results come from the analysis by AdRoll of more than 55,000 campaigns, which served 37 billion impressions worldwide between July 1, 2014 to June 30, 2015 in its Facebook by Numbers report.

Spend is largely increasing thanks to the benefits advertisers are gaining according with improvements in reach and reductions in cost. Advertisers saw a 92% increase in impression reach and a 26% increase in click through rates (CTR) when adding Facebook to an existing display retargeting campaign. Cost meanwhile dropped, with a 9% fall in cost per thousand impressions (CPM) and a 27% decrease in cost per clicks (CPC).

The research also showed that cross device retargeting is gaining adoption and increasing overall performance. Adding mobile retargeting to Facebook campaigns is also seeing positive results with a 60% increase in impression reach for advertisers and a 64% increase in CTRs. CPC has dropped by 36%.

The results of the study also showed that dynamic content is winning over static, with campaigns that used dynamic personalised creative delivering a 24% higher CTR, a 6% lower CPC and a 41% lower CPA when compared to static ad creative.

And the study shows that Facebook isn’t only a consumer channel for retargeting with an increase in business to business marketers using the channel too for content marketing and to increase social engagement. The research showed that B2B CTRs have increased by 140% with average spend per advertiser up by 60%.

The results are certainly encouraging for advertisers and marketers with the Facebook channel continuing to grow in reach with 1.49 billion global monthly active users and 1.3 billion global monthly active users on mobile.

“Retargeting on Facebook continues to drive ROI for advertisers,” said Michael Bertaut, AdRoll EMEA managing director. “Over the past year, Facebook offered new ad formats, enabled and improved cross-device retargeting, and added new ways for advertisers to use first party data to increase the effectiveness of retargeting. By leveraging these new tools, advertisers across the globe are experiencing a massive lift in performance. Additionally, we’re seeing increased adoption, use cases and performance gains from B2B marketers retargeting across Facebook inventory,” he said.