Facebook revealed during its third-quarter earnings call Tuesday that $2.96 billion of its $3.2 billion in revenue for the three-month period came from advertising, so it’s no surprise that the bulk of the call was devoted to advertising, as well. Chief operating officer Sheryl Sandberg had much to say on the topic, and all her comments are included in this post.
Website Custom Audiences
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.
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.