Facebook offers targeting of advertisements in both the news stream and the sidebar with Facebook Exchange. Click-through rates on the news feed have skyrocketed and far outperform sidebar advertising. MDG Advertising, a full-service advertising agency with offices in Boca Raton and New York, NY, has published this Facebook Retargeting infographic.
The infographic opens with a look at how FBX works and cites Facebook’s 1.15 billion active users, with 61% participating on a daily basis. It then describes the distinctions between the original right-rail placement and the recent News Feed shift, emphasizing how the right-rail Facebook Exchange ads are best for product ads pushing direct response, while the News Feed ads are ideal for social media–centric promotions and content marketing.
Data collected on and off your site is gathered by Facebook to optimize the target audience. Combined with your own targeting and filtering, you can really optimize your Facebook advertising to get a nice return on investment.