Facebook advertising has made a lot of changes over the past few months. If you have not tried it before, now may be a good time. Advertising on Facebook is designed with specific goals in mind such as tracking conversions on a website, creating in-store traffic, capturing phone call leads or securing website traffic with click-throughs. One specific advertising goal is clicks to a website, and when a business runs this type of campaign, it pays per click to the site, otherwise known as the cost-per-click (CPC). Thanks to Facebook’s recent decision to redefine the CPC metric, businesses pay for only those clicks that land a customer on the website. So, this is much more like the pay-per-click model of advertising that Google and Bing offer.
Prior to the redefinition, CPC took into account any action (or any engagement) users took on a post. “Any action” means clicks to another website, post likes, comments, shares, clicks on “continue reading,” etc. These are called engagement clicks. Basically, advertisers and businesses were paying for website clicks and engagement clicks together, which sounds like a rather unoptimized CPC bid; that’s because it is!
Now CPC means something much more specific. CPC has been redefined to only mean clicks to visit another website, call-to-action clicks (i.e. “Contact us” or “Shop now”), clicks to install an app, clicks to Facebook canvas apps and clicks to view a video on another website.
According to the Facebook for Business blog, “This update is intended to help advertisers better understand how their ads perform against their objective. In the coming weeks, this change will take effect in Ads Manager and Power Editor as well.”
Why the major shift? The short answer is ROI! Facebook offers advertising that is tailored to meet specific business needs. For example, a business can create an ad set that will achieve visits to their website, phone calls and even conversions on a website. Facebook updated CPC to better serve these objectives and create more value per ad set created. Now, businesses can be sure that the money spent on these CPC campaigns truly secures real website traffic and real potential leads.
Return on investment should begin to soar for advertisers and businesses as this change begins to be implemented. A couple metrics will change; however, but this is not a cause for concern. Rather, it is a cause for celebration! The CPC of a campaign will likely increase, but each CPC bid will be more valuable since it is only measuring real clicks to the website. Click-through rate (CTR) will probably decrease, but again, this is because CTR will no longer be measure “frivolous” engagement clicks.
Despite the fact that we’ve downplayed the value of engagement clicks, these clicks are still important. Engagement means users enjoy your content. It is seen as quality content and something worth their like, share, view, etc. Businesses and advertisers need quality and engaging content as this content is what shows up high in the new feed and keeps you visible to your followers and potential followers
We predict that the split between engagement clicks and website clicks is good for many reasons. Moving forward Facebook will allow advertisers to create campaigns around engagement clicks alone, so if the goal of a campaign is to get massive amounts of engagement, an engagement click ad set is the right idea. Also, splitting the clicks will allow Facebook and its advertisers to more effectively understand the different types of content and ad copy that users engage and interact with. Basically, advertisers will be able to better understand why users click on a CPC campaign or why users engage with an engagement campaign. Everyone wins!
If you still feel lost after reading this post, and don’t understand the changes that Facebook implemented or how they affect your business, call us at 770-383-3360 or go to www.MarketingRELEVANCE.com. We have social media and, specifically, Facebook advertising specialists that can guide you through the process step-by-step to see that your company succeeds!