Facebook giveth, and Facebook taketh away? Some advertisers, including Swedish ad agency Limebound, are reporting that the cost-per-click option has been removed from the “Optimization & Pricing” tab in Power Editor.
Optimized CPM Bidding
Social marketing platform Nanigans, a Facebook Strategic Preferred Marketing Developer, analyzed more than 300 billion ad impressions on the social network during the third quarter of 2014 from clients using its advertising automation software, and it found that 95 percent of total ad spend went to Facebook’s three main direct-response ad units: unpublished link ads, mobile application install ads and domain ads.
Facebook is taking steps to provide more clarity to direct-response marketers on the effectiveness of their ad campaigns on the social network, announcing the extended beta test of a self-service conversion-measurement feature that it plans to roll out at the end of November.