Facebook upped the level of their Ad game this week by rearranging the priority of Ad placements, moving CPC above CPM. In essence, this is Facebook ‘bobbing and weaving’ with their big brother, Google (who, might I add, isn’t all that big anymore in comparison to Facebook).
Facebook has always offered 2 options to their advertisers, CPM and CPC. Advertisers can either pay per impression or per click. I’ll go ahead and assume that’s enough explanation on that .
Here’s the big change…
Until now, CPM advertisers have been #1 on Facebook’s ‘top friends’ list.
Facebook has shown their loyalty by giving CPM advertisers priority over CPC advertisers. But this is no longer! Facebook is reducing the number of clicks received by CPM advertisers and reducing their priority. Guess who is top priority now? Yeah, the CPC advertisers are.
Simply put, CPC advertisers will receive more clicks and CPM advertisers will get fewer clicks despite the fact that they’ll still be getting impressions. Facebook stated these change are happening because, “we continuously work to make our ads system more accurate in order to further improve the effectiveness of your advertising campaigns…”
Lucky for Facebook this not only benefits the effectiveness and accuracy of their Ads system, but it also enhances their bank account. CPC is on average double the cost of a CPM click. Some might say that Facebook is giving priority to their wealthier friends. Who can blame them?
Unfortunately these changes will close a really nice loophole in Facebook Ads, but I’ll take it because it’s refreshing to see Facebook make an effort to improve their ad system and get rid of the junk.
The CPM loophole was really abused anyway, and just bread a bunch of ad space hogs that “gamed” the system and made it difficult to real advertisers to get in on the action.
If anything this just makes more room for the legit advertisers who are trying Facebook out for the first time.
I’ll admit that this news is great for me. Honestly, I saw this coming, as I’m sure some of you did. If Facebook wants to continue to be a competitor in the online Ads front, then they have to make sure their true spenders and advertisers are being taken care of. With that said, I feel very taken care of. Do You?
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