Facebook Gauging Interest in Action-Optimized Campaigns

Some advertisers on Facebook are seeing a new pricing option called “action-optimized CPM” in the Marketplace dashboard.

According to Facebook, this is a way to determine the interest in optimizing campaigns for actions such as page Likes or app installs, not a true test of cost-per-action pricing. Advertisers who select “action-optimized CPM” are still being charged each time their ad is viewed.

This test could be an indicator that Facebook is considering a new cost-per-action model for its self-serve ad platform.

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