3 Facebook Updates You Should Know About
Within the last few weeks, Facebook modified their CPC model, updated their ad interface and introduced a new lead generation ad. We’ve broken down what exactly this means for your organization.
Facebook uses a CPC (cost-per-click) or CPM (cost-per-impression) model, like most advertisers. In their newest update they have modified their CPC model and how they categorize “clicks.” Previously, Facebook included all clicks within their CPC model, including likes, comments, and shares. The new model will only count “link clicks.”
What is Facebook’s definition of a link click?
- Clicks to visit another website
- Call-to-action clocks that go to another website (i.e. shop now)
- Clicks to install an app
- Clicks to view a video on another website
What does this mean?
This means organizations will now only be paying for what they are looking to achieve. You’ll no longer be charged for likes, comments, and shares on an ad, ultimately allowing organizations to accurately measure ROI on an ad without it being inflated by other clicks. Woo hoo!
What you should know and do:
- Cost-per-click may increase, since there will be fewer clicks –> Review past campaigns and benchmark your current CPC.
- Keep track of new campaigns going forward and set new benchmarks and expectations.
Facebook upgraded their tools for creating and managing Facebook Ads. They have made improvements within Ad Manager, as well as Power Editor. The update will allow users to easily jump into Facebook’s ad platform to see the overall performance and cost of a campaign.
Additionally, Facebook updated Power Editor’s layout. The new interface has improved user experience, and search capabilities. Now, ads can be easily created and found with the new search bar.
We ran into some issues with Facebook’s new ad interface, most likely some minor glitches. Nonetheless, be careful when updating budgets within a running campaign. Although the ad set reads the right budget there is chance there is a delay within Facebook’s ad platform. For example, if you change a daily budget to a lifetime budget, there’s a chance there may be a delay within the ad platform and it could continue spending a daily budget. This could cause a campaign to run over the ad set budget.
What you should do:
- Turn campaigns completely off before updating budgets or create a new ad set to assure budgets are set to the most up to date amounts.
We saved the best for last! Collecting leads and email addresses could get a lot easier. Facebook is introducing a lead generation ad, which will collect data right from Facebook. They haven’t released too much information regarding the ad, other than it is currently being tested by a small group of businesses.
For nonprofits, this could be a huge opportunity depending on capabilities and cost. If this ad is everything we hope it will be this could be a great way to acquire email addresses or activate advocates. Right now, we don’t have all the answers on what these ads mean, but stay tuned! We will reevaluate the ad type once it is available to the public.