Advertising provider AdRoll is forecasting $16 in revenue per $1 spent on advertising in the new Facebook Exchange ad platform.
Now that Facebook Exchange is live, advertisers will have the opportunity to buy more relevant and targeted ads through the Facebook platform.
Like Google Remarketing, Facebook Exchange allows you to set cookies for users and deliver ads specifically to users who have visited certain pages, like a product page, on your brand’s website.
According to insiders, Facebook Exchange was designed with the goals of higher click-through rates, lower advertising costs, and higher post-click conversion rates than Google’s AdX platform. AdRoll’s initial testing suggested a $16:$1 revenue ratio, as opposed to a $10:$1 revenue ratio for Facebook’s traditional ad platform. AdRoll is a partner in the Facebook Exchange program and has a vested interest in the success of the platform, but these forecasts are based on initial testing.
Advertising platform TellApart reported that its clients averaged a click-through rate of 6.65% on Facebook Exchange ads, compared to 6.41% on Google’s AdX.
While these are only preliminary trials, I am very comfortable recommending the Facebook Exchange platform to clients as a great place to diversify your advertising budget.