At the end of March, Facebook opened up its news feed ad inventory to the Facebook Exchange (FBX), allowing advertisers to retarget their site visitors.
But how have those ads performed?
A new report from FBX partner Triggit, from two retail-focused FBX news feed campaigns, suggests the news feeds ads outperformed the right-rail FBX ads as well as ads from Google AdX.
Triggit, which expected to see a click-through rate five times higher before the first News Feed campaign launched, actually saw CTR's 25 times higher, suggesting that "these results are now the norm around here at Triggit."
The CPAs for News Feed retargeting was also 50% to 30% cheaper than FBX's right-hand rail ads and up to 70-90% cheaper than retargeting on Google properties.
Facebook officially expanded the inventory offering to its FBX partners in May.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.