How Facebook's Update Will Affect Your Dental CPC

Facebook has recently rolled out some updates that has the potential to affect your cost per click. As of right now, CPC counts any click that takes place within an ad: whether the viewer is clicking on the link to the website, or simply liking the post. Now, to make CPC more effective at meeting specific objectives for your business, Facebook is changing the definition a bit.

CPC now only takes Link Clicks into account. Facebook defines this as “the clicks related to certain ad objectives.” The examples that they provided are:

• Clicks to visit another website
• Call-to-action clicks that go to another website (i.e., “Shop Now”)
• Clicks to install an app
• Clicks to Facebook canvas apps
• Clicks to view a video on another website

So what does this mean for your dental marketing? It’s going to look like your CPC performance is falling. Is it really though? Not necessarily–it’s just being measured more precisely! We’ll make sure that engagements based on comments and likes are represented in your monthly reporting now as well!