While people are spending more time on mobile devices, they want to interact with businesses by making purchases and consuming content. But aren’t you frustrated with your user experience when tapping a link on your mobile device leads to a website taking so long to load, that you quickly click out and leave before you even see it?
As many as 40% of website visitors abandon a site at 3 seconds of delay.
Facebook has been working on ways to improve ad experiences for people by considering website performance and a person’s network connection in the ad auction and delivery system. The goal is to match ads to the moments when people can best engage with content, and help direct delivery to the right people.
What does this mean for advertisers?
Facebook just launched a new component of the organic bid that will account for the quality of the landing page experience for Click to Website / Link Ads. Bounce Rate will be used on mobile as an indicator of landing page quality. The algorithm will be adjusted to serve ads to the people who will experience reduced bounce rate.
This means the the post-click experience will be rated for quality. With most websites moving to a responsive, mobile enabled framework, businesses will want to put speed of rendering up front in their web development criteria.
This new and additional rating will also effect Conversion campaigns, especially in the retail vertical. Some verticals can expect a +/- 10% change in CPM, CPC and total impressions. Facebook will be monitoring advertiser impact for the next month or so, to ensure that the changes aren’t more than that.
Facebook will send a Delivery Alert that will go straight to advertisers to help diagnose if the ads performance is being truncated, or taxed in the auction for certain audiences due to website landing page performance.
This specific change to the ad auction is only taking into account mobile bounce rate to better match mobile link-click ads to people that are likely to consume the content.
How to optimize performance for a lower Bounce Rate:
Make sure your site is optimized for mobile: Make sure your website is optimized for mobile to ensure the best loading and pixel firing times.
- Minimize landing page redirects, plugins, and link shortener.
- Compress files to decrease mobile rendering time.
- Improve server response time by utilizing multi-region hosting.
- Use a high-quality content delivery network to reach your audience quickly.
Install the Facebook Pixel: Having a Facebook pixel makes it easier to troubleshoot any drop-offs occurring between link click and site visits.
Move your site analytics tracking pixel code higher up on your site: Moving your pixel code higher on your web page may help ensure it fires as quickly as possible. If a pixel code is too low on a page, the pixel might take too long to fire, and a new website visit may not be counted.
What can you do if you can’t invest in upgrading your site?
If you’re not able to invest in optimizing your website, use native Facebook solutions, such as Canvas or Lead Ads. These native ad formats are quick to load, which will reduce bounce rate and ensure that customers are able to engage with post-click content.
Alternatively, you can choose to optimize for conversions instead of clicks to mitigate impact to CPC, since you will only get charged for the end result the advertiser is optimizing for.
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