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The year is winding down and the holiday shopping season is in full swing. Your holiday advertising plan is probably well underway, likely taking into account the fact that increased competition means higher CPCs for paid search, and more competition over inventory on channels like Facebook sponsored results or Marketplace ads.
Whether you’re still looking to supplement your existing campaigns to make the most out of your holiday budget, or you’re already looking ahead toward 2013, you should start thinking about how retargeting on the Facebook Exchange (which, since it’s new, has a lot of available inventory and might be less susceptible to seasonal cost increases) can fit into your strategy.
Facebook retargeting has quickly become one of the hottest tools in ad tech. Traditional site retargeting has comfortably established itself as a darling of display—and for good reason. Of all display advertising techniques, retargeting has often proved the most effective as it relies on valuable intent data and lets you focus exclusively on those who are most likely to buy.
Facebook retargeting is no exception to the rule. Since Facebook opened up inventory to RTB, many advertisers have been seeing truly impressive results from their first campaigns. By combining the power and precision of retargeting with the engagement of Facebook, FBX offers a unique opportunity to engage socially with people who have raised a hand expressing interest in your brand.
Getting the Most out of Your Holiday Budget
During the holiday season, advertising on Facebook becomes more competitive and clicks become more expensive—which isn’t to say you should jump ship. There’s a reason marketers are flocking to Facebook ads: that’s where their customers are. More likely than not, that’s where your customers are too.
If you have remaining budget, you should look to another Facebook advertising option where inventory may not be quite so hard to come by. This is the Facebook Exchange’s first holiday season, so we’ve yet to see how it will perform. But again, with so much inventory available, it’s highly improbable that there will be any significant shift in inventory availability and costs.
Though Facebook currently does not offer Facebook retargeting through Marketplace or through Power Editor, there are over a dozen providers ranging from completely self-serve to managed solution that can help you get a campaign up and running in minutes. (Disclosure: my company, ReTargeter, is one managed solution provider). If you’re looking for a quick and effective way to capitalize on remaining budget, Facebook retargeting is likely the right solution.
Looking Forward to 2013
If your strategy is fully set through the end of the year and your budget is fully realized, it’s time to plan your 2013 strategy.
There are several ways to incorporate Facebook advertising into your overall media strategy, and you should look to experiment with new ad formats as Facebook continues its efforts to branch out.
Whatever you decide to incorporate into next year’s strategy, Facebook retargeting should definitely be on your radar.
– Caroline Watts