Why Advertisers Should Use CPA Bidding on Facebook

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Facebook Introduces CPA

Stephen Darori on Facebook Technology

CAPonFACEBOOK

Until now, advertisers on Facebook have only been able to bid on campaigns on either a CPC or CPM basis. While this has been an effective way for businesses and brands to bid for ads, there is no guarantee that clicks and impressions actually lead to conversions. To capture more performance marketing spend, Facebook is introducing a new option to bid on a cost-per-action (CPA) basis.

CPA bidding is available today on a global basis through Facebook Ads’ API, and according to Marketing Land will soon be available in the Power Editor and Ads Manager. Currently, marketers are able to do CPA bidding on three types of ads or actions:

  • Page Likes
  • Offer Claims
  • Link Opens/Clicks (specific click-throughs [e.g., to a product profile page] the marketer wants)

This new option to bid on a CPA basis will operate as a maximum bid, but as with all CPA bidding, advertisers may…

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