Until now Facebook has primarily focused their paid advertising on branding and story sponsored advertising.
But now they are moving into search and putting an emphasis on their Facebook Exchange. FBX is Facebook’s own real-time bidding exchange using Facebook user data and 3rd party DSP’s (Demand Side Platforms) which track user behaviour via cookies. FBX is then able to generate hyper-targeted ads in the desktop, News Feed, and right-rail.
In search direct response ads are designed to get customers to take an immediate action based on what they’ve already shown interest in.
For example: Let’s say you have surfed the web looking for high end hotel rooms in Miami; and then every time you open your browser or a new page (for the next week at least) you see ads for some of these hotels popping up on your screen…Voila! – this is direct response marketing.
Direct response advertising is based on cookies left on the websites you visit. FBX works with Facebook approved DSP (Demand Side Platforms) to target specific users when they are on Facebook.
Watch out Google AdWords !