Facebook Ads has become one of the most popular online advertising platforms for small businesses. Supporting both cost-per-click (CPC) and cost-per-impression (CPM) formats, it allows business owners to drive targeted traffic to their websites and Pages. But like many online advertising platforms, Facebook Ads suffers from “accidental clicks,” which can negate its otherwise positive benefits. Thankfully, this is no longer a problem, as Facebook recently announced plans to eliminate charges from such clicks.
So, what is an accidental click exactly and how does it affect Facebook advertisers? An accidental click is essentially any click that the user did not intend to make. More specifically, Facebook defines an accidental click as being any click with a viewing time of less than two seconds. If a user clicks an ad and leaves before the two-second mark, the social media giant considered it an accident, in which case the respective advertiser is not charged for the click.
This is welcome news for the millions of advertisers who use Facebook Ads to promote their products and services, many of whom have wasted money on accidental charges. When Facebook users accidentally click ads, it costs the advertisers while delivering no real value in return. Granted, Facebook advertisers may still overcome this by optimizing their campaigns to ensure a positive return on investment (ROI). Nonetheless, however, they are still being charged for accidental clicks. Under this new change, however, accidental clicks will no longer cost advertisers, assuming the user who clicked the ad leaves within two seconds of visiting the advertised website.
When speaking about the new change, Facebook’s Brett Vogel explained that stopping accidental clicks increases profits for publishers. More importantly, however, they promote a more valuable experience for users. Stopping accidental clicks encourages publishers to use transparency in their practices rather than trying to deceive users into clicking their ads.
“We see this as positive because while unintentional clicks can sometimes be short-term profitability for publishers, they don’t allow us to build value for advertisers or deliver long-term goals for publishers as a sustainable business,” explained Facebook product marketing manager Brett Vogel.
Of course, Facebook isn’t the only company that’s taking action to stop accidental clicks. Just last year, Google announces similar plans to stop accidental charges for its advertisers. As big-name advertisers such as these take measures to stop accidental clicks, online advertising will become even more profitable for small businesses.