Is AdRoll retargeting more effective on Facebook or web?

By Chloe Rolph

I have a big fat crush on AdRoll retargeting and everyone on my team knows it. But I’ll own up to it. AdRoll is a killer advertising platform. Once you know the fundamentals, it’s quick and easy to use. And once you explore its full potential, you can pull in some seriously impressive conversion rates.

Last month I blogged about some of my favourite ways to reach any stage in your funnel using different AdRoll segmenting strategies. This month, I want to answer a different question. You can run AdRoll retargeting campaigns through Facebook or the general web. Is one more effective than the other?

THE SHORT ANSWER IS YES: FACEBOOK

In our experience we have seen consistently higher engagement and conversion through AdRoll’s Facebook network. I’m talking click-through rates that marketers dream about — sometimes even double digits. While we can’t say why Facebook wins for certain, there are a few hypotheses floating around.

YOU CAN GIVE YOUR AUDIENCE MORE INFORMATION ON FACEBOOK.

There’s a lot more real estate with Facebook’s ad structure. Web ads are banners. There’s room for some text, but not tons, especially with some of the more awkward sizes…