Rivet & Sway HOPES Marketers Stay Away from FBX

The eyeglasses retailer gets a better ROI in Facebook’s Exchange Retargeting Ad Network than through Google AdWords – so they’re hoping competition doesn’t ramp up.  It’s certainly the right fit for the right consumer brands…

But even if FBX cost-per-click prices rise, FBX will continue to be an effective tool, he says, because the average conversion rate for those shoppers who click from FBX ads is nearly 20% higher than those who click on Google AdWords ads—and higher than every other channel save organic search and e-mail. Lusk declined to disclose the actual conversion rate, or detail how much the retailer pays for ads on Facebook and Google.

Thanks, Internet Retailer.

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