Google - Facebook tie up for retargeting ads

[vik_c]

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.

[doubleclickadvertisers.blogspot.in ]

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.

[shorebreak]

Retargeting is becoming anything but boring, IMHO.

- More and more of the ads are becoming dynamic (better relevance & performance);

- It's becoming more scalable given all the places you can run RT campaigns (FB most notably)

- Companies in the space are going public (Criteo, RocketFuel), which is leading to more investment in more tech disruption

- Most importantly, advertisers are starting to look closer at attribution and are realizing that retargeting is undervalued relative to search

[brotherhood of LAN]

They must be doing something right, I find myself clicking on a lot of ads nowadays.

I assume this benefits both parties tremendously.

[shorebreak]

[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.

[shorebreak]

They must be doing something right, I find myself clicking on a lot of ads nowadays.

Good, dynamic retargeting ads in the Facebook Newsfeed can get as high as 4-5% CTR (our retail average is >2%). Scaling retargeting is a great way to gain some independence from the AdWords Toll Road.