Facebook just announced a new CPC structure that allows advertisers to only pay for clicks that lead to a website visit. So instead of paying for likes and clicks that never leave Facebook’s platform, all those brand managers can now validate the dump trucks of money they’re spending on Facebook.
This move is noteworthy because it’s is basically the antithesis of Facebook’s prime objective: keeping people on Facebook.
The impetus for this change seems to stem from a decline in ad sales in Q1, and since ad sales are a huge play in keeping Facebook viable it’s not too surprising.
On a personal note, I think this is a good move for brands and Facebook but I hope that by bringing more brands into the platform it stays viable for the small players.