Some very welcome changes for advertisers have been announced by Facebook. The company said it is in the process of implementing a new policy that should eliminate the cost of accidental ad clicks made by users.
No click, no payment
This is big news for advertisers and marketers. Facebook said it will stop charging its clients for accidental ad clicks. These, at the moment, are defined as ad clicks in which the viewing time for the opened link is less than two seconds. The company says that it believes these are “almost always” unintentional ad clicks. However, Facebook is just starting with a two-second bounce rate. The social media giant will observe how these changes work and may increase or decrease this time in the coming months as necessary (hopefully based on advertiser feedback). Facebook representative Brett Vogel had this to say about the announcement: “We see this as positive because while unintentional clicks can sometimes be short-term profitability for publishers, they don’t allow us to build value for advertisers or deliver long-term goals for publishers as a sustainable business.”.
More good news to follow
In related news, the company also said it will modify how total ad campaign impressions are reported. A new “gross impressions” statistic will become available — thus advertisers will be aware of the number of billable and non-billable impressions.
This move can only be seen as a step in the right direction. Having recently passed the 2 billion user mark, Facebook is the biggest social media network in the world. Most of its income comes from advertising, so it’s no surprise that the company wants to be more transparent and fair. But this is just the beginning of changes that should be received well by advertisers. Vogel also added, “The company will experiment with more ways to reduce the number of unintentional clicks by looking further into bounce rates, additional metrics and try to prevent users from accidentally clicking in the first place.”.
“This is very welcome news. Not only will Facebook’s latest move lead to cost savings for advertisers, but Facebook’s ad data will be more reliable and transparent. This, in turn, will help businesses run cost efficient ad campaigns on the world’s biggest social media network“, commented Sanna Määttänen, Head of Analytics and Partner at Okimo Clinic.