Facebook discounts ads with Facebook destinations

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Menlo Park, Calif.—Facebook offered advertisers a cost-per-click discount of up to 45% in the fourth quarter of 2011, provided those clicks directed users to other Facebook pages, according to a report by Facebook marketing agency TBG Digital. According to TBG's “Global Facebook Advertising Report, Q4 2011,” the discount reflects Facebook's effort to reinforce its status as a “website within the Web.” TBG's report also found CPCs globally remained stable, with costs worldwide rising by 1% from the third to the fourth quarter of 2011. In the U.S., however, CPCs rose 10% in the same period, as Facebook ad inventory flattened and user growth slowed, TBG said.
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