Search Retargeting is now on Facebook

Online advertising continues to evolve and so does Captify’s product offering.  Autumn 2012 saw a key development for Search Retargeting, as Captify’s ads are now able to reach the 1 billion global users on Facebook.

In July 2012, Facebook launched FBX – the Facebook ad exchange.  FBX have partnered with a short list of partners, enabling these companies to retarget their cookied users through display ads on the site.

Facebook ad creatives are a little different to the usual 300×250 or 728×90 ad formats you usually see on publishers.  FBX ad creatives have a smaller image with a text caption alongside, in keeping with the style of the existing Facebook layout.  However, the RTB mechanism remains very similar.

What are we able to use FBX for?

Search retargeting is initiated by dropping a cookie on a user once they have made a search on Google, Yahoo, Bing, or other search portals.   Once we have cookied the user, we use our technology to buy advertising space through real time bidding (RTB) on websites that user may visit following their recent search.  Until now, we have had a large reach of potential websites that user may visit, with publishers, ad exchanges, ad networks all plugged in to our platform.  Now we can add Facebook as a publisher – the largest in the world.

So for example: A user may search for a black dress on Google.  When that user leaves the search engine and goes on to Facebook next, they may see a Captify ad for one of our clients advertising a black dress.

Why should a brand use Search Retargeting?

If you are a brand looking for new customers, Search Retargeting is the answer.  Serving ads only to users who are actively looking for your product, instantly saves wasting ad impressions on users who are not interested or in the market.  Advertisers are able to target down to a keyword level (including negative keyword phrases).  Ad campaigns are tailored to the individual user, and subsequently campaign performance increases.

Why will Search Retargeting benefit from FBX?

It is all very well having users that have shown what they want to buy, but there is no use if you cannot reach those users effectively with your brand’s ads.  At Captify we have a publisher development team that have built a fantastic publisher network, ranging from the biggest newspapers through to magazines and a wide variety of premium websites.  On top of this, we are able to buy in real time through all the ad exchanges and ad networks.  This currently totals around 55 billion ad impressions monthly.  Adding Facebook into this publisher portfolio simply adds an incredible reach, ensuring that your brand is seen to relevant users following their searches – maximizing brand impact, and increasing performance.

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