If you’ve been purchasing ads on Facebook to attract more leads and sales for your business, things just got better.
Recently, Facebook announced a big change that will take effect on October 7. But, for those who advertise using Facebook’s API (like Ads Manager or Power Editor), the change has already taken place!
The big change is that Facebook has updated how they define CPC, or cost per click).
In Facebook’s words….
We’re updating CPC to only account for what we call “link clicks” — i.e., the clicks related to certain ad objectives: Clicks to visit another website, Call-to-action clicks that go to another website (i.e., “Shop Now”), Clicks to install an app, Clicks to Facebook canvas apps, Clicks to view a video on another website.
This is Big News for Small and Mid-Sized Businesses
Why? Because this changes the game whenever you use the ‘Boost Post‘ or ‘Clicks to Website‘ feature on Facebook to advertise. In the past, advertisers had to pay whenever they launched a Boosted Post and visitors made other clicks into the post such as liking the page or adding a comment.
C’mon, you’ve noticed these ads right? When you create the ad you tell either post the ad and hit boost post or you use the Ads Manager to create an ad and you select the website URL you want your clicks to go to. In the past, your ad would post and you would find yourself paying not only for clicks to the ad, but also for any Likes, Comments, and Shares that come about as a result of the ad. This can get costly! Especially when, like the ads displayed above, you truly want people to take action by going to your website and purchasing your product or service. So that’s the win for smaller businesses on tight budgets— you’re paying for less but still have the chance with more visibility. And this will give you a more accurate measure of who is truly interested in and clicking on your offer. Likes, comments, and shares are still important, though. They are a true sign of social engagement . But when it comes to making a sale, this is what you want!
Why the change Facebook?
According to Facebook: Over the last few years, Facebook’s ad offerings have become increasingly tailored to helping advertisers meet specific business objectives. This update is part of that effort: it’s designed to provide measurement that’s more closely aligned with how advertisers are bidding so they can better optimize their campaigns against their stated goals.
This is a big win! So how will you maximize this opportunity?