What changes to Facebook CPC mean to you

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What Changes to Facebook Cost Per Click Mean to You

Recently Facebook updated how cost per click (CPC) is measured on its advertising platform, changing the way advertisers will be charged for clicks.

So what does this mean for advertisers?

Currently Facebook CPC model includes any click taken within an ad unit. For example a user may like, share or comment on the post, which is tracked as an ad click.

The new CPC update will measure link clicks (clicks to website, call to action clicks, clicks to install an app, clicks to Facebook Canvas apps and clicks to view videos on a website such as YouTube) and not include any engagement activity on the ad as a click.

It has always been possible to report on goals such as website clicks and website CPC, however these changes will enable advertisers to see the updated CPC based on their objective at a glance within the Facebook ad account. The new CPC based ads will also no longer pay for the previous so called “clicks” of a like, comment or share.

For some this is a welcome update making it easier to optimise campaigns based on actual campaign goals. However, others think this is a way for Facebook to restructure its pricing and make more money by increasing CPC bids.

Why will Facebook CPC bids increase?

As Facebook will not get paid for engagement clicks or impressions based on the new CPC model, Facebook’s new bidding structure will focus on putting ads in front of people who are more likely to click on the ad links rather than engage with the ad. This will reduce the amount of people the ad is being served to, resulting in fewer impressions and reach, which in turn will drive up pricing.

Facebook argue that return on advertising spend (ROAS) will improve due to bidding on link clicks rather than engagement clicks. As only link clicks are included in the new CPC, pricing will be higher, but more relevant. CTR will also be lower due to the extra engagement clicks being excluded. However, you will no longer be paying for an action that may not be valuable to your end goal.

Advertisers can still bid for engagement clicks, however they will not be tracked using the updated CPC measurement.

This change is already in place for API users. Those using FB ads manager should see updates within the next few weeks. For the full update visit Facebook for Business news page.

Need help with your Facebook advertising strategy? Get in touch.

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