Facebook Retargeting News Feed Ads Beat Right Side Ads with a 197% ROI
The battle between Right Side ads vs. News Feed ads, within Facebook’s Exchange retargeting program, rages on and it looks like News Feed is emerging as the victor. In a recent ROI study published by Nanigans, News Feed ads delivered an average increase in ROI of 197%.
The Facebook Exchange retargeting ads are powered by individual web browser cookies rather than the segmented customer data provided by Facebook’s internal ad platform. Both Page Post ads and Sponsored stories have been delivering clickthrough rates up to 20 times that of the CTR’s for ads appearing in the sidebar.
Their results showed that when News Feed ads were compared to Right Side ads:  (Based on 10mm ads served)
- The average CTR was 17.1Â times higher
- The average CPC was 51% lower
- ROI was 197% higher
Car dealerships should take notice of this marketing data to better understand both the performance improvement opportunities as well as the importance of creating additional pieces of content for this ad unit.
Traditional sales messages won’t work as they have with other retargeting campaigns; the opportunity for additional branding and ultra-specific messaging about the lifestyle choices car buyers consider are good examples of how these ad units may be leveraged. Another key aspect of these ads is the shelf-life. Ad inventory needs to be extremely fresh and timely to make sure the effort doesn’t go stale. Social platform users want to see new content and different messages – the need to stand out is more critical than ever. Old ads won’t do the trick.
Paul Potratz, CEO of Potratz and retargeting expert, recommends using images of people in your retargeting ads as “they contribute up to 23% greater engagement and CTR’s, rather than simply using text and vehicle images.”
Will you be considering running News Feed ads on Facebook’s Ad Exchange? Have you noticed these ads yet?Â
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