Face­book Exchange (FBX) con­tin­ues to drive strong results for adver­tis­ers.  The aver­age cost-per-click (CPC) for adver­tis­ers buy­ing FBX ad inven­tory using Adobe Media Opti­mizer, our cross-channel ad plat­form, is up to 40% below the aver­age of all real-time bid­ded (RTB) ad sup­ply sources sup­ported by Adobe.  One aspect dri­ving the high per­for­mance of FBX ads is its low cost in rela­tion to other top sup­ply sources.  Facebook’s mas­sive sup­ply of dis­play ad inven­tory is avail­able at rates 70% below the aver­age of other sup­ply sources mak­ing it cost-efficient in dri­ving per­for­mance results for advertisers.

The per­for­mance of FBX can rival or even improve upon that of search mar­ket­ing.  As an exam­ple, a cur­rent cus­tomer doing retar­get­ing on FBX with Adobe Media Opti­mizer is see­ing their FBX ads out­per­form their search cam­paigns in dri­ving reg­is­tra­tions on their site.  The cus­tomer is using Adobe Media Opti­mizer for both FBX dis­play and search adver­tis­ing.  Here are the main findings:

  • The aver­age cost per site reg­is­tra­tion for the cus­tomer was approx­i­mately 50% lower for reg­is­tra­tions dri­ven by the Face­book Exchange ads ver­sus reg­is­tra­tions dri­ven by their search cam­paigns overall.
  • Only the advertiser’s brand terms did not com­pare favor­ably for FBX ads.  The cost per reg­is­tra­tion was over 115% higher on FBX ver­sus their brand search terms.
  • The ad spend and over­all vol­ume of con­ver­sions for the FBX retar­get­ing cam­paign was about a tenth of the size of the search cam­paign for the same time period. Con­strained by site activ­ity, FBX retar­get­ing is best used in com­bi­na­tion with search and other dig­i­tal mar­ket­ing efforts to drive opti­mal per­for­mance results for an advertiser.

We were also inter­ested in see­ing whether FBX ads influ­enced or assisted the customer’s search cam­paign.  We looked at the last five ad events in the attri­bu­tion click path lead­ing to a reg­is­tra­tion for the cus­tomer.  For instances where an FBX ad click and search ad click were present in the click path, a FBX ad click was the last event 63% of the time, and a search ad click was the last event 19% of the time (for 18% of the time it was nei­ther, and a dif­fer­ent ad type).

Early data indi­cates that the FBX ads are more likely to be assisted by search ads in dri­ving a con­ver­sion than the reverse when both are in the attri­bu­tion click path.  A user more com­monly clicked a search ad and later con­verted (or reg­is­tered) after click­ing a FBX ad (63% of time) than a user that clicked a FBX ad and later searched and reg­is­tered (19% of the time).  This data indi­cates that FBX ads may be an ideal way to drive incre­men­tal con­ver­sions for search.  In the case of our cus­tomer, if a user clicks one of their search ads but does not con­vert, a FBX ad often trig­gers a con­ver­sion at a later time.  When com­bined with search adver­tis­ing, early results indi­cate that retar­get­ing on FBX is effec­tive at dri­ving incre­men­tal con­ver­sions and an over­all lower cost per conversion.

Adobe Media Optimizer’s attri­bu­tion report­ing capa­bil­i­ties allow an adver­tiser to under­stand the impact of each mar­ket­ing chan­nel (search, dis­play, and social) on dri­ving a con­ver­sion, and can opti­mize online cam­paigns holis­ti­cally across chan­nels (bid deci­sions are made after eval­u­at­ing all of an advertiser’s online cam­paigns, ver­sus only opti­miz­ing spe­cific chan­nels in iso­la­tion).  Online adver­tis­ing chan­nels con­tinue to con­verge and the dis­tinc­tions between online chan­nels will become less clear, fur­ther dri­ving the need to take a holis­tic view on online adver­tis­ing results.  We have already seen the con­ver­gence of search and dis­play adver­tis­ing in areas like search retar­get­ing, and the blur­ring of the line between social and dis­play adver­tis­ing with dis­play ads on Face­book.  Expect this con­ver­gence of chan­nels to continue.

Adobe is in a unique posi­tion to inno­vate on cross-channel ad prod­ucts due to its access to cus­tomers that are adver­tis­ing across chan­nels with Media Opti­mizer.  Cross-channel ini­tia­tives that are being tested and eval­u­ated for opti­miza­tion in Adobe’s ad plat­form include search retar­get­ing and dynamic cre­ative dis­play ads lever­ag­ing search Prod­uct List­ing Ads (PLA) data feeds.


About Adobe Media Optimizer

Adobe Media Opti­mizer is the industry’s first fully inte­grated dig­i­tal adver­tis­ing plat­form that deliv­ers cross-channel ad man­age­ment and opti­miza­tion across search, dis­play and social media cam­paigns for peak return on invest­ment. The solu­tion deliv­ers more than 300 mil­lion monthly prospects and cus­tomers and is used by more than 400 global cus­tomers across indus­tries. Media Opti­mizer man­ages more than $2 bil­lion in annu­al­ized ad spend.