Facebook Retargeting Spend on the Increase

Facebook-App-Install-Ads.jpgPerformance advertising platform AdRoll has released a report analysing retargeting campaign data from 20,000 advertisers on Facebook.

The Facebook by the Numbers report looks at trends and performance benchmarks from over 55,000 campaigns, which served 37bn impressions worldwide in a 12-month period between 1 July 2014 and 30 June 2015.

The report reveals a 31 per cent year-on-year average increase in spend per advertiser on retargeting on Facebook. It also highlights an increase in adoption of cross-device retargeting thanks to its ability to increase campaign performance. By adding mobile retargeting to Facebook campaigns, says AdRoll, advertisers have seen a 60 per cent increase in impression reach, a 64 per cent increase in clickthrough rate (CTR), and a 36 per cent decreased in cost-per-click (CPC).

When adding Facebook to an existing display retargeting campaign, advertisers saw a 92 per cent increase in impression reach, a 9 per cent decrease in cost-per-thousand impressions (CPM) rate, and a 27 per cent decrease in CPC.

Campaigns using dynamic personalised creative had a 24 per cent higher CTR, 6 per cent lower CPC, and 41 per cent lower CPA, in comparison to static ad creative. Additionally, says AdRoll, B2B marketers have realised that Facebook isn’t only a consumer channel and are now using retargeting on Facebook for content marketing and social engagement. B2B CTR has increased by 140 per cent and average spend per advertiser has increased by 60 per cent.

“Retargeting on Facebook continues to drive ROI for advertisers,” said AdRoll EMEA managing director, Michael Bertaut. “Over the past year, Facebook offered new ad formats, enabled and improved cross-device retargeting, and added new ways for advertisers to use first party data to increase the effectiveness of retargeting. By leveraging these new tools, advertisers across the globe are experiencing a massive lift in performance. Additionally, we’re seeing increased adoption, use cases and performance gains from B2B marketers retargeting across Facebook inventory.”

Recently, AdRoll announced that it will take part in the beta testing phase of Instagram’s recently-launched API for advertising. The partnership will allow AdRoll clients to retarget consumers on Instagram for the first time.

You can download the full report here.