Facebook Changes How It Charges Brands for Clicks on Their Ads
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Facebook is changing how it charges advertisers for click-based campaigns to make sure that, in return for their money, marketers are getting more than social currency.
Until now, if a brand opted to pay for a Facebook ad based on how many people clicked it, the brand was paying for clicks to its website as well as clicks to like, share or comment on the ad. Those social clicks are nice and helpful when competing to secure an ad slot in Facebook’s news feed, but they’re not very useful business-wise for a brand paying to push someone to its e-commerce site. So Facebook’s going to start giving them away for free, and the marketer will only have to pay for the actual ad clicks.
Now advertisers who buy Facebook ads based on how many people click on them will only be charged for these types of clicks: clicks to visit a site, including clicks on “Shop Now” and other buttons that link to another site; clicks to install an app; clicks that link to in-Facebook apps like, well, only Zynga’s “FarmVille” comes to mind; and clicks to watch a video on another website, cough, YouTube, cough.
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