Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles

fbxCyber 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.

Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising: Programmatic Media Buying | Facebook | Facebook: Advertising | Facebook: Facebook Exchange | Retargeting & Remarketing | Top News

Sponsored


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!