29 Jul Facebook updated the definition of Cost per Click (CPC)
In order to provide to advertisers in Facebook the actual effectiveness of the ads, from July 8th 2015, the definition of Cost per Click ads changed. From now on this way of advertise will no longer include likes, shares and comments, but only clicks to websites and apps.
This update is a part of the Facebook effort to help its advertisers to meet their specific business goals – it’s designed to provide measurements that are more closely aligned to the bidding so the advertisers can better optimize their campaigns against their initial business goals.
The most important factor for an ad’s success is bidding for the correct business objective. That’s why the CPC update is taking in mind all the “link clicks” which means the clicks related to certain ad objectives like: clicks to visit another website, call-to-action clicks that go to another website (like the “Shop now” button), clicks to install an app, clicks to Facebook canvas apps or clicks to view a video on another website.
Once this change goes into effect, advertisers who care about link clicks are likely to see better return on advertising spend because they will be pay for the most valuable outcome. Separating link clicks from engagement clicks (including likes and comments) means your budget will be spent more efficiently no matter if you bid for clicks or engagement.
Of course all these updates won’t mean that the likes, shares and comments are no longer important. On the contrary – the higher number of likes, shares and comments will show the high quality content delivered to the right audiences. This is why the bidding for engagement clicks will still exist and could be chosen in the other optimization options.