A blog exploring pharmaceutical relationship marketing, emarketing and innovation with a focus on rare disorders.
SirenWired
The convergence of rare disease, digital communications, and pharmaceutical marketing communications

Search Engine Marketing Archive

Facebook Updates CPC Calculation

Posted by | 3:28pm on Thursday, August 6, 2015 | No Comments
Facebook Changes CPC Calculation

Facebook is making changes to how the Cost Per Click is calculated for their advertising.   At its most basic level, a cost per click is the price (dollars) you pay to get someone to click on an ad.  Ideally the lower this number the better.  Depending on your ad objective and how you are telling Facebook to optimize your ad, you may be paying for an optimized impression.  But even if you are not paying for a click directly, this will still affect you.   Unless your objective is engagement (i.e., interacting with the ad and/or page itself), there’s a good chance your ad impressions (i.e., number of times your ad is displayed) are being optimized for clicks.  This means Facebook is serving impressions to people who meet your ad criteria with the highest likelihood of resulting in a click.

But currently (until this change is implemented), your impression is being optimized for any type of click (i.e., comment, share, clicking to “see more”, etc.)  Any type of engagement affected CPC and ultimately the fee you paid.  Engagement is valuable and incredibly important, but if your goal for a specific ad is to generate clicks to your website, why pay for engagement?  The cost to advertise on Facebook is so low, that this “overpayment” and ultimately overstatement of clicks was overlooked.

BUT in the near future, Facebook will only be using “your” objective to determine the clicks to include in the CPC calculation.  By definition this will impact the clicks you pay for.  Advertisers will no longer pay for engagement clicks if the objective is to drive to a website or an app.

What does this mean for your budget and how much you will be paying?  Well since fewer actions will be included in your CPC, and your budget will be stable (essentially); the cost per click will increase.  Please note that if your budget stays the same, your spend will still remain within your predetermined parameters.

Since your cost per click will increase, this may cause a knee jerk…OMG reaction.

But let’s think about this for a second.

As a marketer, I welcome and love engagement with my ads, but if that’s not my ultimate goal or success measure then I don’t want to pay for it.  I want to hold Facebook accountable and only pay for the specific action that I determine as my goal.  Since clicks to a website or clicks to my registration page are theoretically more valuable than an ad Like, I am absolutely, 100% willing to pay more for it.

So even though I will see fewer clicks in my reports and my cost per click will increase, I welcome Facebook finally realizing that all actions (or clicks) are not created equal. 

To paraphrase a book from Junior High School…Some clicks are more equal than others.

Google logo

Google Shakes up Adwords – No More Special Treatment for Pharma Ads

Google is making some big-ish changes to Adwords specifically affecting the pharmaceutical industry.  The first change will undo the process…

Tags: , , , , ,

zebra

FindZebra: Rare Disease Search Engine

Physicians are trained to arrive at a medical diagnosis by starting with the potential causes that are most common. The…

Tags:

FDA Letter Mentions Internal Site Search

We recently reviewed this FDA warning letter sent on January 29, 2013 to Medical Doctors Research (MDR), a nutritional supplement…

Tags:

example of Facebook Graph Search

Facebook Graph Search – Not As Scary As It Seems

There has been a lot of buzz regarding the upcoming Facebook Graph Search launch and its effect on healthcare marketing. Some…

Tags:

Physician Insights from Google’s ThinkHealth

The other day I attended the annual Google ThinkHealth event to review some of the latest digital trends. Among the…

Tags:

InnovationPharm: What’s New in Search & YouTube

To keep up with what’s new and innovative in technology, as well as the biopharmaceutical industry, we have a learning…

Tags:

New Data on Physicians, Search & YouTube

The Manhattan Research-Google Physician Channel Adoption Study 2012 reinforces what we already know–that physicians use general search engines for clinical…

Tags:

Symptom Search with Dr. Google

In February Google announced a new enhancement to their search results for health symptoms. We have known for a long…

Tags:

Three Google Innovations and Changes Pharma Needs to Know About

Google has been an important part of the health research process for patients and healthcare providers for many years. This…

Tags:

evolution

Google Search Reigns Supreme Even for Doctors

Two studies were recently released regarding the online search habits of physicians. The first, Kantar Media’s Sources & Interactions, found…

Tags:

Google Analytics Makes Changes in SEO Keyword Reporting

This week Google announced that it is making a change to how Google Analytics (GA) reports keyword level data. Google…

Tags:

Google lollipops

What Pharma Marketers Need to Know About Google Instant

On September 8, Google Instant was launched, showing search results as the user types the query. You don’t have to…

Tags:

What Do Patients Do Right After Diagnosis?

New research shows that patients turn to search engines for health and medication information, and no longer just rely on…

Tags:

spaghettisculpture

What’s Metadata & Why Pharma Should Care

Metadata, which is invisible to anyone viewing a website in a browser, is part of the underlying page code. Search…

Tags: ,

Google Starts Editing Drug Results

When you search a popular drug on Google the first result is now from the National Institutes of Health (NIH)….

Tags:

google icon

Google 2nd to Doctors as Source of Health Info

Dr. Google is still diagnosing Americans. A recent survey found 22% consider Google searches “influential” in seeking health info. While…

Tags: ,

Social Media and Search

Soyoon Bolton, Content Strategist at Siren Interactive, contributes this post: Recently, I posted an update on my Facebook profile asking…

Tags:

1249167423_e809a13d591

Is Paid Search Over For Pharma Marketers?

Lindsay Millsap, Search Engine Marketing Strategist at Siren Interactive, contributes this post: Last week, the U.S. Food and Drug Administration…

Tags:

Why Search Matters More for Rare Disorders

Pamela Todd, Content Strategist at Siren Interactive, contributes this post: Search matters — especially when it comes to healthcare.  The…

Tags:

Washing face

J&J Going For Niche Markets

In an October 6th Advertising Age article titled “Small Brands Could Be J&J’s Next Big Thing,” the journalist reported that…

Tags:

Play by the Rules, SEO in Wikipedia

Wikipedia is fast becoming one of the top reference resources for many who are searching for information on a particular…

Tags:

US Search Engine Marketing Spending, by Type, 2006-2011 (% of total and millions)

Contextual Search Ads

One of the other presenters at the CBI conference I spoke at last week really sparked my interest. Revolutionhealth was…

Tags:

SEM: Technical Matchmaking

SEM through optimization and paid search campaigns for chronic and niche disease states turns out be be a great way…

Tags:

Siren Interactive
  • Siren Interactive
  • Rare Disease Relationship Marketing Experts
  • 626 West Jackson Blvd, Suite 100
  • Chicago, IL 60661
  • 312.204.6700
  • 866.502.6714 (Toll Free)
  • www.sireninteractive.com