Digital Media RFP -JANUARY 2015

Facebook Product Update July 2015 – CPC Measurement

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Facebook Product Update

In July 2015 Facebook updated its external traffic algorithm to exclude engagement clicks in their measurements.

What does this mean for advertisers?

• All engagements such as a page like, ad like, share, comments or see more will be considered earned traffic

• These will not count towards the ad’s CTR

An ad will only perform as well as its engagement rates and quality score, and for some products these can be quite low as people aren’t liking, commenting, sharing or mentioning their friends in comments. This used to be seen as a “less than relevant” ad when bidding for impressions.

Now with Clicks to the Website or App ads you will only pay for actions when bidding for clicks, which will include an app install or a website landing.

Here are a few of our own examples:

App Installs – oCPM vs CPC

oCPM CPC

Clicks to Website – oCPM vs CPC

oCPM CPC

Learn more

https://www.facebook.com/business/news/updating-cpc-on-facebook

Thank You.