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Facebook Adds Shopping to Business Pages

Facebook, which already offers Buy buttons on ads, told a news outlet it is bringing shopping to business pages.

Facebook is testing Buy buttons that will enable shoppers to complete purchases without leaving the social networking site. Facebook’s Emma Rodgers told BuzzFeed, “With the shop section on the page, we’re now providing businesses with the ability to showcase their products directly on the page.”

Internet Retailer said Facebook is testing the new ecommerce initiative with Shopify.

Facebook also recently updated its Cost Per Click (CPC) advertising program to redefine what counts as a click.

Currently, CPC takes into account any click taken within an ad unit: a like, a comment, a share, a click to a website, “continue reading,” etc. With the updated definition of CPC, Facebook will only count “link clicks” – the clicks related to certain ad objectives such as clicks to visit another website or clicks to install an app, for example.

“Once this change goes into effect, advertisers who care about link clicks are likely to see better return on advertising spend, since they’ll be paying for only the most valuable outcome,” the company said. “Separating link clicks from engagement clicks (including likes and comments) means your budget will be spent more efficiently no matter if you bid for clicks or engagement.”

Facebook also warned advertisers that as a result of the change, some campaign reporting metrics related to clicks may look different.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.