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How To Define Your Campaign Objectives on Facebook Ads?

Campaign Objective
Absolute Digital

What is Outcome-Driven Ads Experience (ODAX)?

Facebook is constantly adding, removing, and changing functionality. the process of creating a campaign has become increasingly complex and confusing, particularly for newer advertisers. In order to effectively guide advertisers to optimal campaign setups, Facebook is redesigning the objective selection experience when creating new campaigns in Ads Manager. In Absolute Digital, we offer various services, including Social Media Marketing. Facebook is moving to an Outcome-based Ads Manager, where advertisers can select their desired 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.

What can ODAX do?

  1. ODAX can provide logical choices that are aligned with widely accepted marketing concepts.

  2. ODAX can help advertisers discover on-site solutions to use in their campaigns.

  3. ODAX can help reduce the complexity of campaign setup, aid scalability, and avoid duplicity of options

Why is this change Important?

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. Absolute Digital understands everything about what are the requirement for online marketing and hence, we are here to solve your issues.

Today, there is no clear or consistent taxonomy that determines what an Objective is and what features live within each Objective. These misalignments creates further confusion to advertiser and often result in the campaign setup not be found unsatisfactory.

The changes will most impact advertisers who predominantly use Conversions, Messages, and Video Views campaigns.

What does the change look like?

Creating Awareness
Absolute Digital

Previously, Ads Manager offered 11 campaign objectives that fit into three sales funnel stages: awareness, consideration, and conversion. ODAX consolidates the 11 original options into 6 objectives. The objectives are more towards focusing on the following marketing-outcomes:

  1. Awareness

  2. Traffic

  3. Engagement

  4. Leads

  5. App Promotion

  6. Sales

Simplifying the objectives

By simplifying the objectives to 6, Facebook aims to achieve the following:

  1. Simplify objectives: Simplifying objectives and mapping them to widely applicable marketing goals that are used in the broader marketing industry, making it easier for advertisers to communicate their true goals.

  2. Enable cross-channel campaigns: Once Cross-Channel Conversion Optimizations are available (e.g. website + app, website + shop), communicate the value of, and default advertisers into, these solutions make it easy for advertisers to adopt.

  3. Provide Guidance: With better information about advertiser intent, Ads Manager is able to provide more guidance for advertisers through campaign setup, making it easier for them to achieve their marketing goals

How Does ODAX Affect Existing Facebook Ad Campaigns?

Facebook has mentioned that you won’t lose the functionality that you previously had, and it doesn’t appear that any new functionality was introduced. This is all a matter of simplifying and making the flow more logical and less confusing. When your Ads Manager account switches over to ODAX, the new process will not affect any of your existing campaigns. Instead, existing ads will continue to deliver normally. But when you create a new campaign, you will need to choose from the six simplified objectives.

Even if your Ads Manager does not use ODAX yet, it is important to get comfortable with the new objective selection process. To run successful campaigns with Ads Manager, you will need to know how the previous options translate to the new objectives and how to align them with your business’ desired outcomes.

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