Facebook completes its paid reach targetting and billing
Both Facebook Ads and Promoted posts are getting diversified with new options. This makes the way brands can use it and what they will be paying for clearer and more precise.
Promoted post for "Everyone"
Previously brands were able to target "People who liked the page and their friends" or "People who don't like the page". Now a Promoted Post can be paid to reach everyone (fans + friends + non-fans).
Source : Allfacebook
New cost-per-action billing on Facebook Ads
Brands are now allowed to decide which action is the most important for them in their Facebook Ads campaign and to pay for it only.
Let me explain : while they had to choose between Cost-per-clic (CPC) and Cost per impression (CPM), brands were not able to focus the campaign on brands objectives (More Page Likes, more audience, more engagement...). Actually they had to check the expense (daily at least) to optimise targettings and ongoing campaign without having any concrete information about what they were spending their money on. Now advertisers can make clear their objective while creating the campaign in Facebook Ads API by choosing to pay only for Page Like for example.
Source : Inside Facebook