[SMK] Social Media Knowledge

Menu

DIGITAL MARKETING NEWS

Facebook Ads Changes: What you need to know

In the last week of November Facebook has announced quite a few unexpected and important structural changes to ad bidding.

The changes will impact the way digital marketers optimise and manage their campaign sets on Facebook.

Below I will cover the basics of the Facebook changes. If you want the detailed Facebook Guide to Ad Formats and optimisation you can download at Online Circle website.

What Changed with Bidding and Optimisation?

What you choose to optimise for is no longer tied to what you get charged for. This means that you now have three decisions to make. What to optimise for, How much to bid, and When you get charged.
 
For example, you could now optimise for website conversions and pay for link clicks using automatic bidding.

The way clicks are measured has changed for some objectives

For website clicks and website conversions objectives, you can now choose to optimise and get charged for link clicks.
 
Remember, link clicks are clicks on your ad that take people off Facebook.
 
Other kinds of clicks on those ads will not be counted and you won’t be charged for them if you’ve chosen to be charged for link clicks.

Optimised cost-per-impression (oCPM) has changed

oCPM is no longer an option in the optimisation for ad delivery drop down.
 
You can choose to optimise your ad for link clicks and get charged per impression, which, put together, is the equivalent of the old oCPM.
 
However, this is not always the best choice. For some objectives, you may be better off being charged for actions, for example.

With video being even bigger in 2016 and more options to optimise, Facebook continues to be one of the most effective and efficient digital channels for advertising.

If you want the detailed Facebook Guide to Ad Formats and optimisation you can download at Online Circle website.

ABOUT THE AUTHOR
Lucio Ribeiro is a co-founder and lead strategist of Online Circle Digital where he works with large and medium brands in developing their social media marketing strategies and execution. He is considered a thought leader on digital and social marketing, authoring articles in digital innovation and strategy, speaking at seminars and judging global awards.

Learn with SMK through February

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

Picture of SMK Editor

SMK Editor

February's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment

RECOMMENDED FOR YOU

Meta Ads Come To Instagram Threads

Meta Ads Come To Instagram Threads

Meta has officially started testing ads on Threads, marking…

Meta has officially started testing ads on Threads, marking…