It's an exciting week when sharks and fireworks combine... and brands hopped on both. Also: Facebook is changing how it measures cost per click (CPC), ways to market better on LinkedIn, and a little app called Bunkr that will transform the way you wow a crowd. And much more... Skim to stay ahead of the sharks.
Facebook alters its CPC definitions. In weeks to come, Facebook will unroll an updated CPC definition that will affect both CPC (which may go up) and CTR figures (which may decline).
Previously, CPC accounted for any click within an ad unit, including likes, comments, shares, clicks to a website, clicks on "continue reading," and others. CPC will now account only for clicks related to a given ad objective, like clicks to visit another site, call-to-action clicks that lead elsewhere (like "Shop Now"), or clicks to install an app, for example. Engagement clicks (likes, comments, and shares) will no longer be counted.
The change makes CPC a more useful metric for measuring marketing objectives, and easier for you to narrow down to what you're aiming for—engagement, click-through, conversion. Ads Manager or Power Editor users don't have to do anything for this change to go into effect; you'll receive information as it becomes relevant to your account.