Advertising on Facebook is not going to be the same again, after the company changed the way it charges for cost-per-click ads over its pages.
Facebook, who used to define every like, comment, and share as a click within an ad, and charged its customers for it, will alter its definition of the “click” to be limited only to clicks that take the user to a website or application.
Although the change is designed to help marketers optimize their ad-buying to specific outcomes and objectives, the number of clicks, and precisely the CTR, will decrease dramatically, yet their cost will rise. But Facebook argues that these clicks will prove more valuable to marketers, because the new measures will ignore the actions they may not be interested in.
With the new modification from Facebook, marketing teams will be forced to exert more efforts to optimize content on a daily basis, nevertheless, we feel that leads generated after the implementation of the new policy will be of a much higher quality, after Facebook’s ad offerings have become tailored to helping advertisers meet specific business objectives.