Facebook “Retargeting” study: Mobile Ads not only work better, they are cheaper too!
“Retargeting” is a very effective, rapidly growing technique to improve the conversion rate from digital advertising. Only recently have advertisers been able to use the mobile channel for retargeting.
A new study from AdRoll looked at the performance of retargeting ads on Facebook, and found that mobile was not only more effective, it was also less expensive. Check out the full study here, as well as a whitepaper on Facebook advertising.
For people not familiar with the advertising term “Retargeting”, also known as remarketing, it is a form of online advertising intended to keep a brand in front of a consumer even after the consumer has left the brand’s own website.
As explained on Retargeter.com, “For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.”
An example of retargeting would be where a consumer has visited the Nike site to see a certain pair of shoes. Later, when visiting Facebook, that same pair of shoes would show up in an ad on the Facebook page.
For more on how Retargeting works, see the box at the bottom of this article.
Retargeting on Facebook has been a big success, with many brands adopting this practice. To facilitate retargeting, over the past year Facebook has released both Facebook Exchange (FBX) and Custom Audiences from Website (WCA).
To see just how effective these ads are, AdRoll conducted a study looking at over 800 million ad impressions from over 200 advertisers. Here are some of the top line results:
- The News Feed ad impressions on Facebook mobile generate a 10% higher CTR than ads on Facebook desktop
- The CPM cost of News Feed ad impressions on mobile is 57% lower than on the desktop. Combined with the higher CTR, this results in a 61% lower CPC for mobile.
- Mobile is ideal for driving high click-through-rates and achieving downstream ROI goals. By adding mobile to an existing campaign of web and News Feed ads on desktop, the sample saw on average 29% more clicks.
- The apparel, beauty, and technology industries have had the quickest adoption of mobile ad sizes, while media and entertainment serve the highest-performing mobile campaigns.
According to Adam Berke, AdRoll President, “Now that there are a variety of ways to retarget across the world’s largest social network, and the ability to reach users across a range of devices, we wanted to break down the results so marketers can decide what makes sense for their business, and what to expect.”
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Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the Web.
Here’s how it works: you place a small, unobtrusive piece of code on your website . The code is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.
Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.
Also in MobiAD News: “Retargeting”: A marketers dream coming soon
