Meta has announced that it will soon change its ad objective selection in Ads Manager to streamline the setup process for everyone.
In order to effectively guide advertisers to optimal campaign setups, Meta is redesigning its ad objective selection experience in Ads Manager.
The changes, which will gradually be rolled out during 2022, will help advertisers streamline their campaign setup process by simplifying it and sharpening its focus toward the most relevant options and tools.
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Meta will be moving to an Outcome-based Ads Manager (ODAX), through which advertisers can select their designed business outcomes, such as Awareness, Traffic, Engagement, Leads, App Promotion, Sales, and the Ads Manager interface will also be updated accordingly to guide advertisers through the ODAX campaign setup system.
The new interface is designed to provide logical choices aligned with widely accepted marketing concepts, help advertisers discover on-site solutions to use in their campaigns, and help reduce the complexity of campaign setup, aid scalability, and avoid duplicity of options.
The new system consolidates objective options from 11 to 6 and makes their use and purpose clearer for anyone to understand.
The aim here is to make achieving campaign objectives easier for all, small business owners and industry newcomers included, by making the ads ecosystem clearer to navigate and avoid suboptimal campaign setups.
“The ads ecosystem has become increasingly fragmented, difficult to use, and complex. Advertiser confusion around Objectives has been a noted pain point, specifically, advertisers do not understand which Objectives to select to achieve their desired outcome during campaign setup and creation,” the company points out. “Today, there is no clear or consistent taxonomy that determines what an Objective is and what features live within each Objective. In addition, there are redundant options being used for the same or similar purpose. These misalignments further advertiser confusion and often result in suboptimal campaign setups.”
The changes will primarily impact advertisers that predominantly use Conversions, Messages, and Video Views campaigns, according to the announcement. ODAX campaigns will also be subject to a set of restrictions, as detailed in these developer documents.