Msg#: 4618795 posted 9:57 am on Oct 24, 2013 (gmt 0)
Partnership has been key to Google’s success as a rising tide lifts all boats. So we’re excited to announce a new way to help our clients succeed by working with Facebook to participate in FBX, their real-time bidding exchange.
Retargeting has become rather boring. Just search for a gadget out of curiosity to read a review and the banner shows up everywhere for months. Come back from a winter holiday and you see travel portal banners till fall. It's only going to get worse, looks like.
Msg#: 4618795 posted 4:04 pm on Nov 10, 2013 (gmt 0)
[Disclosure: I work at Triggit, an FBX partner]
Google has clearly gotten the message other FBX partners have been evangelizing since FBX launched 18 months ago - Facebook is *the* highest-ROI, most efficient place to retargeting the world has ever known.
Now, it will be interesting to see how aggressively Google pushes advertiser spend from its own inventory to FB's. My prediction is they'll spend <10% what they should, and will only do enough to make advertisers think that with Google they've 'addressed' the FBX opportunity.
Having launched tons of Google's top 5000 AdWords spenders onto FBX, we know that FBX should get virtually every incremental retargeting $$ for years to come, because it converts better, costs less and has a much higher click & view-thru value than Google's inventory.
Will Google tell advertisers the truth?
I doubt it, because to do so would upset the steady, downward march of their traffic acquisition costs (TAC) over the past 8 years running.