An introduction to site retargeting and the possibilities with Facebook Exchange and Facebook's custom audience feature.

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Rob MacAllister (@robowenmac)
Training and Marketing
@MusicAlly

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Site Retargeting

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How does site retargeting work?
Place a tracking tag on your webpage.
This code creates a list of people that visit your site by placing
anonymous retargeting "cookies" in their browser.

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Consumers browse the internet
2% of shoppers convert on the first visit to an online store.

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A cookie is placed
An anonymous cookie is placed on the user’s browsing history
wherever they go.

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The cookie is collected
A DSP grabs the cookies and places targeted adverts

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Adverts are targeted to the customer

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Real-Time Building

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Here’s how Facebook Exchange works:
A user visits a site that has DSP rigged up with FBX
Their behaviour on that site is registered with the DSP
The DSP contacts Facebook and passes on the relevant information
When the user visits Facebook it recognizes the cookie dropped by
the DSP. The DSP is notified and able to make a RTB
The DSPs with the highest bids get their highly-targeted ads shown to
the user

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Does Facebook Exchange
work?

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Retargeting on Facebook

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Retargeting on Facebook

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Retargeting on Facebook

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Facebook Exchange
This advert gained a 15% CTR compared to the
average 6.6% CTR

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FBX Case Study
Results:
Four times higher return on ad spend
1.5x greater likelihood of people converting in the first two
days after seeing an ad on FBX

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Facebook Custom Audience

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Facebook Custom Audience
New Likes at 15 percent lower cost per fan.
The conversion rate of impressions to Likes was 87 percent
higher

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Paramore site retargeting

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Rob MacAllister (@robowenmac)
Training and Marketing
@MusicAlly