Cyber Monday’s performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook’s retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set.
In 2012, most advertisers were still testing the FBX retargeting platform with relatively small budgets. This year, Triggit saw advertisers increase spend on FBX by 51 percent on Cyber Monday compared with the same day last year. Conversion rates rose 34 percent year-over-year on Cyber Monday.
Click-through rates (CTR) jumped 95 percent year-over-year. Triggit attributes the sharp rise in CTR to increased adoption of dynamic creative and, most importantly, the March introduction of News Feed inventory for FBX. In 2012, FBX inventory was only available in the right rail. The addition of the News Feed inventory helped propel the adoption of FBX dramatically, and had a major impact on the campaign growth and efficiencies seen on FBX, according to Triggit.
Even with increased adoption and more budgets being put toward FBX, Triggit saw CPCs fall 31 percent compared to Cyber Monday 2012. Here again, the additional News Feed inventory has been a contributing factor. An study this summer showed CPCs in the News Feed FBX ads were 54 percent lower than the cost of right rail FBX ads.
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