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Major changes | Facebook API 2.4
Facebook changed its bidding structure
Facebook has simplified bidding by removing bid type and separating optimization go...
New bidding separates optimization goal and billing event
The new bidding structure provides different optimization and bi...
CAMPAIGN OBJECTIVE
OLD NEW
Bid type Optimize for Pay per
oCPM Impression
All CPC No equivalent
(There are no more ‘clicks’...
Cost Per Click redefined
Facebook changed Cost per Click measurement to charge advertisers for only clicks to websites and...
What this means for you
Advertisers will be more flexible by deciding what to optimize for and what to pay for separately ...
New bidding on Adphorus interface
Adphorus interface will change to reflect the new bidding system
Choose what to optimize...
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Facebook Changed Its Bidding Structure

Facebook has simplified bidding by removing bid type and separating optimization goal from what you want to pay for.

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Facebook Changed Its Bidding Structure

  1. 1. Major changes | Facebook API 2.4
  2. 2. Facebook changed its bidding structure Facebook has simplified bidding by removing bid type and separating optimization goal from what you want to pay for. This gives you more flexibility to get the most out of your budget by focusing on your optimization goal. Optimization goal Pay Per Bid Amount 1 2 3 OLD NEW Select bid type & bid amount for your campaign objective Bid types Bid Amount 1 2 • CPC • CPA • CPM • oCPM Facebook separated bid type into optimization goal and billing event (pay per) 21
  3. 3. New bidding separates optimization goal and billing event The new bidding structure provides different optimization and billing options for each campaign objective Optimize For Pay Per Bid Amount Based on your campaign objective, select the delivery optimization method for your campaign to determine who your ad is served to Optimization options • Post engagement • Impressions • Reach • Page engagement • Link clicks • Page likes • Offsite conversions • App installs • Offer claims • Event responses • Video views • Social impressions • Engaged users Billing options (Pay per) • Impressions • Post engagement • Link clicks • Page likes • App installs • Offer claims • Video views Select what you want to pay by based on your optimization goal You can select the amount you want to pay per optimisation goal Options • Using "Automatic" will set your bid so that it's optimized to help you reach your objective. • Using "Manual" will let you pick a maximum bid. 1 2 3 2
  4. 4. CAMPAIGN OBJECTIVE OLD NEW Bid type Optimize for Pay per oCPM Impression All CPC No equivalent (There are no more ‘clicks’ definition on Facebook) CPA All CPM Impression Impression Old Bidding vs. New Bidding Old vs. new bidding comparison for the most popular objectives Post Engagement Page Likes Website Clicks Website Conversions Mobile App Installs Mobile App Engagement Post engagement Page likes Link clicks Offsite conversions App installs, Link clicks Link clicks Post Engagement Page Likes Website Clicks Mobile App Installs Post engagement Page likes Link clicks App installs 3 Post engagement Page likes Link clicks App installs
  5. 5. Cost Per Click redefined Facebook changed Cost per Click measurement to charge advertisers for only clicks to websites and apps Old CPC New CPC Old CPC takes into account any click taken within an ad unit Definition of click • Click to a website • Like • Comment • Share New measurement structure takes account only link clicks (Website clicks and App Store clicks) Definition of click • Cost per website clicks • Cost per app store clicks • Cost per video link clicks (i.e, Youtube) Not ideal for performance advertisers willing to drive traffic to their product pages New measurement aims to provide clarity to marketers on where their money is going 4
  6. 6. What this means for you Advertisers will be more flexible by deciding what to optimize for and what to pay for separately in order to maximise their marketing performance on Facebook. 1. Better return on advertising spend You will be able to separate your billing and optimization events. This will provide you a higher control on your campaigns. 2. Budget spent more efficiently You will be paying for only the most valuable outcome. 3. Know what you pay for The new definition of clicks will help you to know what you paid for excluding ad unit clicks. 5
  7. 7. New bidding on Adphorus interface Adphorus interface will change to reflect the new bidding system Choose what to optimize for Choose what to pay per 6

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