Retargeting on Facebook Is on the Rise

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The social networking giant saw a 31% year-over-year average increase in spend per advertiser on retargeting.

If it wasn't abundantly clear before: Facebook is a haven for advertising—specifically retargeting.

AdRoll's “Retargeting on Facebook by the Numbers 2015” report shows that, globally, there was a 31% year-over-year average increase in spend per advertiser on retargeting on the social networking giant.

The report—which analyzed trends and performance benchmarks from more than 55,000 campaigns, which served 37 billion impressions between July 2014 and 2015—also shows that cross-device retargeting is gaining steam and increasing overall performance. By adding mobile retargeting to Facebook campaigns, advertisers have seen a 60% increase in impression reach, 64% increase in click-through rates (CTR), and a 36% drop in cost per click (CPC).

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Other findings include:

  • When adding Facebook to an existing display retargeting campaign, advertisers saw a 92% increase in impression reach, 9% drop in cost per thousand impressions, and a 27% decrease in CPC.

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  • When compared to static ad creative, campaigns using dynamic personalized creative had a 24% higher CTR, a 6% lower CPC, and a 41% lower cost per action.

Clearly, retargeting on Facebook continues to drive ROI for advertisers. New ad formats, enabled and improved cross-device retargeting, and new ways for advertisers to use first-party data to increase the effectiveness of retargeting—all of which have led advertisers to experience a massive boost in performance. Plus, increased adoption, use cases, and performance gains from B2B marketers retargeting across Facebook inventory has been on the rise.


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