The study, by AdRoll, reviewed data from over 800m impressions across 215 advertisers who were running retargeting campaigns on Facebook on desktop and mobile, and across the web. It found that the cost-per-impression of News Feed ads on mobile was 57 per cent lower than similar ads on desktop, and generated a 10 per cent higher CTR.
This resulted in a 61 per cent lower cost-per-click for ads on the mobile News Feed, compared to the desktop News Feed. Overall, utilising the News Feed saw great returns for advertisers, with those that layered desktop News Feed campaigns on top of web campaigns generating 53 per cent more clicks, and those that added mobile on top of that adding another 29 per cent more clicks.
“Retargeting on Facebook has been a huge hit, and has become a must-have component of any business’ performance marketing strategy,” said Adam Berke, president and CMO of AdRoll. “When Facebook first launched News Feed ads on Facebook Exchange last summer, it gave advertisers a new way to execute high-performance retargeting campaigns on a highly visible, social ad unit reaching over a billion users around the world.
“In December, Facebook doubled down on its offering by releasing a second way to execute retargeting campaigns through Custom Audiences from your website, which expands reach to mobile and tablet audiences, and also allows advertisers to overlay website intent data with Facebook data like demographics or pages liked.
“Now that there are a variety of ways to retarget across the world’s largest social network, and the ability to reach users across a range of devices, we wanted to break down the results so marketers can decide what makes sense for their business, and what to expect.”