Home  › Social › Social Media
Facebook Retargeting

Facebook Reveals New Retargeting Capabilities

  |  October 17, 2013   |  Comments

New retargeting options are coming to Facebook that won't force you to go through Facebook Ad Exchange.

Facebook RetargetingNew retargeting options are coming to Facebook that won't force you to go through FBX (Facebook Ad Exchange). Advertisers will no longer need to manage their Facebook retargeting campaigns through demand-side platforms (DSPs). Advertisers will now be able to manage retargeting programs directly through Facebook's interface.

Currently, through FBX, advertisers can only serve their ads on desktops within the news feed or on the right rail. Advertisers also have to buy their ad space through DSPs. With tens of millions of users accessing Facebook on their mobile devices each month, this new feature will allow advertisers to target individuals on their mobile devices.

The New Features

Custom Audiences will allow advertisers to set up retargeting campaigns directly in Facebook's interface. Advertisers will also be able to overlay standard Facebook targeting options such as demographic information. This is something that is not currently available within FBX through DSPs and provides a distinct advantage.

This advertising option will also be available to target mobile devices, which make up a large share of impressions delivered on Facebook. Essentially you'll be able to retarget across multiple devices due to users needing to login to their Facebook account.

What FBX Still Does Better

While Facebook added features such as allow retargeting ads on mobile devices as well as overlaying traditional targeting tactics, there are a few ways FBX trumps this new option.

One of those is predictive buying – if an individual continuously browses for a certain product or service, FBX's predictive buying capabilities will allow advertisers to show an ad that matches what the consumer has been looking at.

How Does This Help Advertisers

The control and optimization efforts can know be done directly in the Facebook interface. While DSP's can be great for automated bidding, if you happen to run a direct response type of campaign, having those bidding controls available to your PPC manager can be beneficial.

Being able to overlay the standard targeting options within Facebook will also present advertisers with a great opportunity. If you know a certain demographic makes buying decisions or purchases, you'll be able to add that level or targeting on as well, increasing your chance of conversion.

Why Did Facebook Make This Move?

By working through DSPs, a significant amount of the revenue generated by ads on Facebook was heading to the DSPs. Facebook chief operating officer Sheryl Sandberg said FBX generated "a very small part" of Facebook's revenue.

This move will help keep more ad revenue in house with Facebook and not heading off to the DSPs. This also opens up retargeting to the mobile space on Facebook which should present significant revenue opportunities as well.

This article was originally published on Search Engine Watch.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Justin Freid

Justin Freid is the Vice President of Emerging Media at CMI Media, a pharmaceutical advertising agency. Justin helps his clients develop and implement strategies to interact with potential customers online. You can learn more about Justin by visiting JustinFreid.net.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...