If you’re like many marketers today, there is a good chance that you are already advertising on Facebook. Whether you are currently advertising on Facebook or even if you are just considering advertising on the social media platform, you are probably already aware of the importance of tracking metrics. This is particularly true when purchasing advertising, as you naturally want to know what you are paying for and what you can expect in terms of a return on your investment.
When it comes to advertising on Facebook, it’s important to understand the changes the company has instituted regarding how advertising is charged. While changes usually spell confusion, this is actually good news, because the changes could actually improve your company’s ROI while also making it much easier for you to track metrics and your ROI.
Understanding How Things Worked in the Past for Facebook Advertising
First, it is important to understand that Facebook works similarly to AdWords, which utilizes a cost-per-click (CPC) model. This means that in the past, you were charged for every action that a user took, which included clicks to links as well as likes, apps, comments, and shares. Even if a user clicked to continue reading, you were charged. Recently, Facebook has announced that moving forward it will only be charging for clicks to apps and websites.
Ultimately, this quite good news for advertisers, since it simply does not make sense to pay for shares and likes. When it comes to evaluating the effectiveness and spend for your advertising campaigns, this will make things much easier.
A New Trend toward Changes in Social Media Advertising Charges
Facebook is not the only social media firm to recognize the value in making such changes. Twitter introduced similar changes to its advertising model last year. In the end, advertisers should find that they will only be paying for action-based clicks, which tend to be more valuable and should drive much higher returns. This means that conversions for clicks that actually matter should increase. Advertisers may also find that they are able to save money while also making more money.
Naturally, the next most logical question many advertisers will have is when they can expect these changes to take place. The answer to this question really depends upon how you purchase ads. For instance, if you purchase ads directly through Facebook via the Power Editor or the Ads Manager, you should expect to see updated CPC information in the next few weeks. Conversely, if you are an advertiser that typically purchases ads via a Facebook marketing partner, it is important to speak to that partner to understand when the new changes will be implemented.
Advertising on social media can be a great way to reach your target audience while taking advantage of unique marketing opportunities. If you’re not certain where to get started with your social media advertisingcampaign, you may find it’s a good idea to seek out professional assistance.