DIY News Facebook Feed Retargeting: Self-Service Platform Launches To Harness FBX & The Feed

AdRollLast September, Facebook opened up their Ad Exchange platform (also known as FBX) to the masses. During the launch, 16 partners were selected to develop retargeting ad platforms, one of which was re-targeting giant AdRoll. Today, AdRoll, an FBX Qualified Company, is announcing the first self-service re-targeting platform, directly for the Facebook News Feed.

Just two months ago, Facebook conjoined the FBX platform with the most prominent real estate that Facebook offers, the News Feed. With the combination of a more organic message (by showing in the news feed) and the retargeting ability, many marketers have deemed News Feed retargeting as the Holy Grail of ads.

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With the new tool, advertisers of all sizes can create retargeting campaigns that will show within the News Feed for a more organic experience. According to AdRoll, they’ve seen news feeds click-through-rates with orders of magnitude greater than standard FBX ads. Initial studies have shown these CTRs as high as fractions-of-a-percent to single-digit percentages.

This new targeting will be open to current AdRoll advertisers today (located in the self-service dashboard), and the functionality will be rolling out to new advertisers shortly.

Related Topics: Channel: Social Media Marketing | Facebook | Facebook: Advertising

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About The Author: is the Director of Marketing for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

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  • Chris Zaharias

    AdRoll’s a great partner to Facebook and one we respect for bringing a self-service solution to market for the thousands of small to midsize advertisers who want in on the FBX Landrush.

    That said, retargeting is a much more complex undertaking than most people realize, most notably in the areas of

    - capturing, processing and mapping 1st party data to create dynamic ads;

    - modeling FBX auction dynamics, ad recency, frequency, cost, revenue and margin data to achieve optimial ROI

    Retargeting is still in its early days, and here at Triggit we’re betting that the top 5000 direct response advertisers – you know, the ones that account for 80%+ of SEM spend despite there being 1M+ AdWords advertisers – will want & need a hybrid technology/services approach to win the FBX landrush. Such has been the case in the SEM world, where despite the rise of automated SEM platforms like Kenshoo, Efficient Frontier and Marin, skilled internal and agency professionals make all the different.

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