Meta simplifies objectives to align with marketing goals

Earlier this year Meta announced that it is redesigning the objective selection experience when creating new campaigns in Ads Manager.

“We are moving to an Outcome based Ads Manager, where advertisers can select their designed business outcomes (e.g. Awareness, Traffic, Engagement, Leads, App Promotion, Sales) and the interface will guide advertisers to the most optimal campaign setup/creation paths to achieve that outcome.”

In other words from 11 campaign objectives, advertisers will now have 6. The simplification of the objectives or ODAX is slowly being rolled out. At DTV we have seen the changes in some accounts and some are yet to reflect.

Why Facebook ODAX?

Facebook says that it is simplifying the objectives and consolidating.

“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 latest change does make things simplified for someone who is not a Facebook marketing expert. And is one of the goals of Facebook to reach out to larger audiences.

Earlier under the Consideration objective, Facebook was listing Lead Generation and Video Views. However, Video Views are a brand awareness metric and hence the new design takes care of it.

With ODAX you have business objectives such as Awareness and under it Reach, Brand Awareness, and Video Views are listed. Similarly collecting Leads or Lead Generation campaign is a completely different objective and the new design takes care of it. You can now collect leads from Instant Forms, Messenger, Calls, and Sign-Ups.

Similarly, Conversion is a Sales activity and it is rightly placed under the same objective.

So from now on, you decide your objective, let Facebook know what needs to be done and then Facebook further provides consistent optimization options with whatever objective you have selected.

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