The policy change will provide advertisers with better conversion results, helping them reduce costs, and it will also bring in new clients who couldn’t afford Facebook’s previous and sometimes inefficient advertising methods.
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However, it appears that the decision is not motivated by user privacy concerns.
At the Facebook for Business blog, the company explained the move: “Advertisers come to Facebook to drive business goals, like in-store traffic and website clicks, and they need to know how effective their ads are at driving their stated goal”.
“Link clicks” include clicks to other websites and clicks to install apps.
The change may lead advertisers’ cost per click to rise, Facebook warns, before noting that those clicks also will be more valuable because Facebook will only charge for clicks that are in line with the advertisers’ objectives. However, the advertisers had to pay up regardless, even if the user simply posted a comment or liked the post without ever visiting the full website where they could be exposed to the entire offer of services or products.
At first glance it would seem that Facebook’s click-charging change would discount how much advertisers have to pay for these click-based campaigns. Those buying through a Facebook Marketing Partner are urged to speak with that partner to get an idea of when they’ll be implementing the new API with the updated CPC.
The move could allow Facebook to begin charging more for clicks to an external site, where it can’t show more ads.
Advertisers: What are your thoughts on this change?
This will change today as the company announced that they are updating the definition of CPC to only account for “link clicks”.
Most of the times, these did not produce new visitors for the advertiser’s homepage.
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“If an ad has lots of likes and shares, that’s a signal of high-quality content being delivered to the right people”, it adds. If the person clicks on the ad, then Facebook makes money, and the bet paid off. If they don’t click, then Facebook just gave away an ad impression and lost its bet as well as revenue.
