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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.

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