Facebook Now Gives Advertisers A Bang For Their Buck

“This update is intended to help advertisers better understand how their ads perform against their objective”.

However, it appears that the decision is not motivated by user privacy concerns.

Facebook stated that they are updating CPC to only account what they call “link clicks”. These clicks will only apply to ad objectives like clicks to visit another site or install an third-party app.

The app was designed to complement an Ads Manager mobile site, which Facebook launched last summer, and which is presently being used by some 800,000 advertisers each month. “Similarly, it may look like your click-through rate (CTR) has decreased; again, this is because the CTR will no longer factor in the additional clicks”. But that added clarity on what brands are getting in return for their investment comes with an added cost. Now it’s set up to be able to charge advertisers more to let you escape. It will no longer account for what Facebook refers to as “engagement clicks”, which include likes, shares, and comments. Conceivably after the change, an advertiser could get those 20 clicks for only $50 and know that all of the clicks are ad clicks.

Most of the times, these did not produce new visitors for the advertiser’s homepage.

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.

As far as the other clicks, “If an ad has lots of likes and shares, that’s a signal of high-quality content being delivered to the right people”, Facebook states. Facebook will still support the old way until October 7. 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.

“This is another step in Facebook’s move from a social platform measuring social clicks to a premium platform for advertisers”, he says. Along with the logo change, Facebook changed the order of its anonymous user icons, placing the female icon in front of the male icon.