I know I’m a few days late in writing about this one, and I was going to let it go. But every time that I read or see a link to that recent letter from Facebook it just burns me up. You know, the one where they say, “CPM ads will continue to get impressions but may receive less clicks.” Wait, what?!?
Here are my questions to you based on that letter, dear Facebook:
- How are you going to make CPM ads get less clicks? Does this mean that you are going to stop people from clicking on my ads somehow? I’d really like to know what you mean by that.
- What makes you think that other performance marketers and I are going to sit around and suddenly be okay with paying double the cost for our ads? There are plenty of other places out there to buy traffic, and now more than ever I am going to be moving campaigns over to them.
- Do you really compare yourself to Google as a traffic source now that you are the #1 site in the US for monthly visitors? I’ll make it easy for you: don’t. Google can charge $14 a click on top keywords because it’s worth it. People that are searching for a Mesothelioma Lawyer are worth thousands and thousands of dollars. People that are browsing a social media site looking for ways to waste the rest of the hours in their work day are not.
In conclusion, Facebook has made another major play to screw affiliate marketers and anyone that knows how to arbitrage traffic. Sooner or later, they are going to realize that it will hurt them in the long run when they have completely eliminated a massive source of advertising revenue. The real question is, by the time they figure this out, will affiliates have moved on?
This one has.