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Home / Articles  / The Search Agency’s Point of View: Facebook Exchange
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    Frank lee

    Good overview, Keith. I have a question- Do you think cookie based targeting will be better signals then hand raising attributes in generating better roi for direct response advertisers? Effectively we are saying user submitted signals are not actually what users respond to… Instead BT/ cookie based signals are where the magic happens. Thoughts?

    June 16, 2012 at 9:16 am Reply
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    Keith Wilson

    Good question Frank. There are exceptions to every rule, but generally speaking, direct response advertisers have struggled to find precise targeting on Facebook, and have better success with cookie based targeting because the targeting is more exact. Targeting by interest on Facebook is fairly generic and a function of a user’s Likes. Cookie based targeting can exact shopping behavior for products, such as a Toyota Camry. So for an automobile advertiser driving traffic to book a test drive online, cookie based targeting allows targeting of shopper for Toyota Camry cars in the last 60 days. On Facebook, advertisers can generally target the Toyota brand, but not the true behavior of a car shopper. In fact, an advertiser would likely be targeting Toyota loyalists, and not necessarily reaching in-market shoppers. It is a similar story for advertisers in B2B, niche, or deep in the conversion funnel

    June 16, 2012 at 2:30 pm Reply
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