Facebook Updates How Cost Per Click is Measured:
At long last Facebook announces that they are redefining what constitutes a “click” within their “Cost Per Click” advertising option – no more paying for shares, comments, or page likes when they don’t fit your objectives.
How Clicks Were Previously Measured
Prior to this update, when you chose the “Cost Per Click” (CPC) method of paying for Facebook ads, Facebook charged not only for clicks to your intended call to action, but for other types of engagement as well – like shares, comments, and page likes.
This previous method of click measurement has long been a thorn in many advertisers’ sides – including my own. It has always bothered me that when wanting to drive traffic to my website, sell a specific product, or get sign ups, I also had to pay for page likes and shares. But it seems this will no longer be the case.
This is a welcome change that I hope Facebook plans to keep for the long term.
How Clicks Are Measured Now
According to Facebook’s announcement, CPCs will only count for what they are calling “link clicks.” These are clicks related to the following 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 a huge step forward toward getting better ROI on CPC advertising, and for better tracking of specific advertising goals.
What About Engagement?
You can still pay for engagement like page likes and shares if that is your goal. You can pay for this type of engagement by promoting your page or boosting individual updates.
Another thing to note is that engagement is still important even for the new CPC ad format. Ads that get a lot of engagement will do better in the bid placement auctions since they are more likely to be viewed positively by Facebook users.
I look forward to better conversion rates as a result of these changes!
Author: Deltina Hay
DeltinaU founder, Deltina Hay, is the author of The Bootstrapper’s Guide to the Mobile Web and The Social Media Survival Guide. Deltina developed the graduate, Social Media Certificate program for Drury University, and serves as the board chair of the Independent Book Publishers Association.