A little birdy, who will remain unnamed, tells me that from Oct 1 2010 all Facebook ads leading users away from the Facebook platform (e.g. – to external websites) will not be able to use “like” functionality on their adverts. Only ads leading to Facebook pages can use the “like” feature moving forward.
So, does that mean a higher CPC for Facebook PPC marketers? I think so. Facebook uses a quality score type system, like Google’s, so it’s probable that “like” interaction is used in some way to lower your CPC (cost-per-click). Either that or Facebook no longer want to show that other users find adverts useful. But why?