More advertisers are discovering Facebook’s complex ad models, such as retargeting via Facebook Exchange and Website Custom Audiences. How effective can these techniques be? A new study by AdRoll, a Facebook Exchange partner, showed that by using both FBX and Website Custom Audiences, the CPM of News Feed ad impressions on mobile was 57 percent lower than desktop, generating a 10 percent higher click-through rate. It led to a 61 percent lower cost-per-click for News Feed ads on mobile compared to desktop.
Website Custom Audiences
Facebook continues to tweak its Ads Manager, following up last week’s addition of the ability to view page post ads after they are uploaded, and the additions of website custom audiences and a “Report a Problem” button earlier this week, with another minor tweak, a “Create an Ad” option on the menu.
Some Facebook Ads Manager noticed the ability this past weekend to create custom audiences from websites, and this feature was also added to the social network’s documentation, as well as having its terms of service spelled out.