July 29, 2014, 12:40 PM

Why retailers should retarget mobile consumers on Facebook

Retargeting Facebook’s mobile users is cheaper and more effective than retargeting the social network’s desktop users in their news feeds, according to a new report by retargeting platform vendor AdRoll.

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Retargeting Facebook users on their mobile devices is cheaper and more effective than targeting ads to the social network’s desktop users in their news feeds, according to a new report by retargeting platform vendor AdRoll.

Facebook offers two ways for marketers to retarget consumers on its social network: retailers can use its ad-bidding network, Facebook Exchange, which requires marketers to work with vendors to bid on ads, or they can use its Custom Audience tool that lets them target consumers based on information shoppers have shared with the marketer off of Facebook, such as their e-mail addresses. Marketers can retarget desktop users either in their news feeds or in the ads that appear to the right of desktop users’ news feeds; they can only retarget mobile users in the news feed.

The report, which is based on more than 800 million impressions from 215 AdRoll advertisers that run retargeting campaigns, found that the cost per thousand impressions for mobile ads is 57% lower than news feed impressions on desktop news feed ads and that mobile ads generate a 10% higher click-through rate than desktop news feed ads. That results in a 61% lower cost per click for mobile ads compared to desktop ads that appear in users’ news feeds.

Moreover, merchants that ran campaigns that retargeted consumers on both desktop and mobile devices delivered, on average, 5.7% more impressions and 53.0% more clicks.  

AdRoll clients that added mobile retargeting to their existing retargeting campaigns on Facebook and across the web, added an average of 3.8% more conversions. 

“Mobile is still growing,” writes Kexin Chen, AdRoll’s associate marketing manager, in the report. “And it’s already off to a very promising start.”

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