Saturday, August 31, 2013

Dynamic ads win on Facebook Exchange

A new study by Kenshoo Social has found that the most successful ads on Facebook Exchange (FBX) tend to be those that are dynamically generated based on the products or pages that online shoppers have previously viewed outside of Facebook.

Dynamically generated FBX ads that are customised according to Facebook users’ previous browsing history have clickthrough rates (CTRs) which are 1.9 times higher than static uncustomised ads.

Furthermore, dynamically generated ads also have conversion rates (CVRs) which are twice as high and a CPC which is 16% lower. Overall the ROI from dynamic ads versus static ads is 1.8 times higher ($8.10 versus $4.50).

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