According to a study from Nanigans, Facebook Exchange (FBX) retargeting ads that show up in the news feed yield a 197.3 percent boost in ROI compared with ads that appear in the right sidebar of the site. This isn’t too surprising, given how much more users probably look at the news feed as opposed to the right side of the page.
“In addition, page post link ads provide consumers with a more engaging ad unit than standard domain ads delivered on the right-hand side of Facebook, featuring larger creative as well as social context such as likes, shares and comments,” writes Cheryl Morris, director of marketing at Nanigans.
However, the increase in ROI was less pronounced when domain ads on the right side of the page used dynamic creative as opposed to evergreen creative, according to the company.
Remarketing via FBX in the news feed also yields an average CTR 17.1 times higher than ads in the right sidebar, along with 48 percent lower cost per click (CPC).
Nanigans, one of the three demand-side platforms granted early access to Facebook’s tests of placing FBX ads in the desktop news feed, recently raised $5.8 million in Series A.1 funding.
Network
