With over 1.1 billion monthly users and 28% of U.S. ad impressions, Facebook Exchange is about as close as you get to a performance advertising slam dunk. For performance campaigns, where every user is extremely valuable, FBX allows advertisers to reach more hyper-valuable users at the right time than any other supply source. Sounds awesome right? Well, it is. Even better, we have some best practices to make sure you are the getting the most out of FBX:
1. Converge Your Plan. Don’t treat FBX as a separate “social channel.” Instead, incorporate this rich supply source into your existing display campaigns and watch while you blow the doors off your conversion goals.
2. Find the Right Mix. With the addition of News Feed inventory into FBX, it is absolutely imperative that every Facebook campaign take advantage of both these media sources. News Feed inventory, by nature, tends to be more personal and engaging, as your ad is parked right in front of where Facebook users spend most of their time. Not surprising, we have seen 16x higher CTR’s and CPA reductions ranging from 40%-60% against standard Right Hand Side ads. RHS ads are still a great cost effective way to remarket and prospect on Facebook. News Feed simply extends the scale and impact that RHS ads have had. Because the News Feed auction is much more competitive and inventory is scarcer, it’s import to continue running RHS ads to ensure reach. We are seeing clients have tremendous results with this combination strategy.
3. Try different products, features, and tactics. Don’t just stick to the same old. The best marketers are always trying to find new ways to reach their audience and FBX wants to give you the tools to do that. If remarketing is working well for your campaign, leverage MediaMath’s decision engine and layer on algorithmic prospecting. If you are using first and third party data on other display campaigns, make sure you try those same segments on FBX. Haven’t tried FBX’s Real Time Dynamic Creative product yet? If not, you are missing out…
There are a lot of factors that go into making an FBX campaign perform, you just need to find the right partner to help you achieve your goals.