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Facebook Exchange / Retargeting (14)

10-16-2012 03:33 PM #1 tijn (Moderator)
Facebook Exchange / Retargeting

If you dont know what the Facebook Exchange is - read more here
http://www.facebook-studio.com/news/...ebook-exchange

Now initially it looked like you would need expensive API tools like Nanigans to get access to this.

Not so!

A self service retargeting platform has launched Facebook support and you can now promote ads on facebook to users you have pixeled with a retargeting pixel.

Heres a simple example from a campaign I ran for a couple of days



I build the retargeting list up over some time - which is why you see the impressions increasing.

As of today the list is just over 2000 pixeled users.



So assuming that every click is 1 user - thats a 1.6% of pixeled users clicked.
The data also suggests that each user saw the ad 10 times.

But CTR overall was ok ish at 0.17% but that was without any ad optimisation.

The platform has 3 ways of creating your retargeting list:
* keyword in path
* keyword in query string
* javascript events

As with similar solutions, you can combine lists, or use a list to exclude those users.

Signup here to test:
https://www.perfectaudience.com

You get $60 worth of free traffic!

Oh and it DOESNT use your facebook account So if you got banned from FB this is a way to get back in.

Here are some more tips:

* Build up your retargeting lists to atleast 1000
* If you want to geo target, your list should be atleast 10000
* Load up multiple ads into the interface, especially with smaller lists, to combat ad burnout

10-16-2012 10:57 PM #2 zeno (Administrator)

Awww Tijn you made my day. Had a look at their FAQ and saw this:

Perfect Audience charges on a CPM basis, aka, per impression. There are no setup or maintenance fees. When you launch a campaign, we buy the ad impressions on a CPM basic, add a small margin on there for our cut, and then charge you for the total. Our pricing is as low as it gets in the industry with CPM rates falling between $0.5-1.5 for Facebook Retargeting and $1-2.25 for web retargeting on average. We also offer a free trial to all new users so you can see the ROI firsthand before doubling down.
Though looking at your stats you are at about $0.30-$0.40 CPM? Also, is it possible to segment based on placements or ad exchanges or is it not very transparent in this respect, i.e. your ads are served RoN style with no way of optimising past that.

10-17-2012 12:04 AM #3 navuud (Member)

Perfectaudience is pretty neat, but how would you go about tracking conversions from your list if they need you to place the site tags on the actual site where the purchase happens, and you don't control that site.

10-17-2012 09:33 AM #4 zeno (Administrator)

Hey Tijn, so you're running a Facebook retargeting campaign, not a web retargeting campaign? I sent Perfectaudience an email to ask them if they had a PHP API system available rather than solely Javascript. At the moment you can't do much if you don't have a lander involved unless you can drop a javascript pixel over at the offer for conversions. However it would be nice to be able to cookie people who click your ad (i.e. drop cookie during redirect through tracking system) and then cookie them again when they convert to get an 'interested' and a 'buyers' list.

Also, I asked them how they actually retarget on Facebook. It's clear the cookie can be used for FBX retargeting, but I haven't heard anything about cookie based retargeting on Facebook itself. You have custom audiences but that requires user IDs. Made me wonder whether their javascript pixel was doing something funky and receiving information passed via the FB click, but can't be sure. If it was possible to harvest user IDs as they left Facebook that would be magic as you could log clicks 24/7 and build lists like never before. Anyway, I shall report back with the results of my knowledge quest.

10-17-2012 12:01 PM #5 Oded Abbou (Member)

^^^ BOOM! Like the way you think zeno!

10-17-2012 02:18 PM #6 navuud (Member)

Quote Originally Posted by zeno View Post
Hey Tijn, so you're running a Facebook retargeting campaign, not a web retargeting campaign? I sent Perfectaudience an email to ask them if they had a PHP API system available rather than solely Javascript. At the moment you can't do much if you don't have a lander involved unless you can drop a javascript pixel over at the offer for conversions. However it would be nice to be able to cookie people who click your ad (i.e. drop cookie during redirect through tracking system) and then cookie them again when they convert to get an 'interested' and a 'buyers' list.

Also, I asked them how they actually retarget on Facebook. It's clear the cookie can be used for FBX retargeting, but I haven't heard anything about cookie based retargeting on Facebook itself. You have custom audiences but that requires user IDs. Made me wonder whether their javascript pixel was doing something funky and receiving information passed via the FB click, but can't be sure. If it was possible to harvest user IDs as they left Facebook that would be magic as you could log clicks 24/7 and build lists like never before. Anyway, I shall report back with the results of my knowledge quest.
I'd be very interested to see if this would work. Keep us posted.

10-17-2012 02:59 PM #7 2good4u ()

i spent the free $60 from perfectaudience + $200, 2 weeks ago. since the roi (-25%) was worse than other traffic sources where i m scaling a profitable campaign, i decided to stop running traffic with them..

10-17-2012 03:39 PM #8 tijn (Moderator)

Quote Originally Posted by zeno View Post
However it would be nice to be able to cookie people who click your ad (i.e. drop cookie during redirect through tracking system) and then cookie them again when they convert to get an 'interested' and a 'buyers' list.
you can do this - just drop a cookie on your lander, and use a iframe or js pixel on conversion to drop the second cookie. That way you build 2 lists:
list 1) people clicking ads
list 2) people converting

then you retarget based on:
everyone thats on list 1 that is not on list 2

Quote Originally Posted by zeno View Post
I haven't heard anything about cookie based retargeting on Facebook itself.
This doesnt exist. If you grab their email, or have a fb app to grab their FB id - you can create a customer audience on facebook and retarget them that way.

Quote Originally Posted by zeno View Post
Made me wonder whether their javascript pixel was doing something funky and receiving information passed via the FB click, but can't be sure.
Hmmm worth looking into!

10-17-2012 09:46 PM #9 zeno (Administrator)

Hey Tijn, that all makes sense - but you can't make list 1 if you are direct linking. I have a feeling you can't get around it though as you're going to need some sort of FB app like you said to get a hold of their User ID, pretty sure that must be how they do FB retargeting. Or it could be that some signed request or something is passed as FB redirects you out on advert click, and you can decode/extract this from the referring URL? This would be a big insecurity though so highly doubt that's the case.

10-17-2012 09:58 PM #10 tijn (Moderator)

you can create list 1 if your direct linking, you just need to create a simple HTML page that includes the retargeting JS and some JS to do the redirect.

you can only get the UID if the user authorises your app request. FB does not expose it until they do,.

10-17-2012 11:18 PM #11 zeno (Administrator)

Yeah true, HTML page + javascript redirect would do the trick. Not ideal but worth it. Read up on the UID issue and it's pretty clear cut, so really makes me wonder how the F*** they retarget them when all they have is the cookie! Must be in cahoots with FB lols, only explanation.

UPDATE: Response from PerfectAudience

1) You can use PHP to write out javascript events using our javascript API, but thats about it. We need to have access to the user client-side in order to cookie them.. Let me know if you want to talk more about this.
2) FBX allows us to use cookie data to target users, not data internal to Facebook. Basically they are just opening up their existing inventory to also serve ads from outside bidders and other advertising platforms, like us.
So, either use a blank page with javascript pixel + subsequent javascript redirect out and be OK with the additional hop, wait time etc.; or drop the javascript pixel on the advertiser's landing page if possible. Second, the retargeting FB ads are purchased through FBX so are different to native platform ads, hence allow cookie retargeting. In a sense the FBX covers websites and some inventory on FB as well, so PerfectAudience just gives you the option to segment between the two.

10-20-2012 10:52 PM #12 neyphil (Member)

is perfectaudience affiliate friendly like triggit? how do they compare?

10-22-2012 12:41 AM #13 fourchars (Member)

^^ They are for now - my guess is that certainly might change over the next 6 months. It really depends on if they get enough big clients that they can avoid affiliates. Triggit takes affiliates because they have to to survive.

10-22-2012 12:42 AM #14 fourchars (Member)

Oh and if anyone is running ANY dating campaign ANYWHERE this will be great extra ROI. They offer general exchange re targeting as well you can use besides just FB too.

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