New 2022 Meta Ads Manager Update
In this guide, we'll cover exactly what you need to know regarding the new Meta Ads Manager update in 2022.
Meta recently announced that they are updating Meta Ads Manager objectives to help you choose the one that is most closely aligned with your business goal. The 6 new objectives are awareness, traffic, engagement, leads, app promotion, and sales.
They have simplified the objectives to help guide you to the best campaign setup based on your goal. While some objective names and campaign creation steps are changing, all the same functionality will be available. Some of our previous objectives will now be available as a feature or optimization setting when you create your ad set.
Learn more about these changes by reviewing one of the sections below.
How to select your new objective based on your previous objective
Some previous objectives are now available as a feature or optimization setting under more than one objective. When deciding which new objective is best for you, choose the one that matches your business goal.
For example, the previous objective of video views is now available in the awareness and engagement objectives. If your goal is to improve awareness with video, select the awareness objective. If your goal is to get more views, select the engagement objective.
Updates to objective names, ad set options, and campaign results
Meta's new set of 6 campaign objectives will affect objective names, ad set options, and how we display certain campaign results.
- A new set of objective names. You will now choose between 6 campaign objectives: awareness, traffic, engagement, leads, app promotion, and sales. Some of our previous objectives have been combined with our new objectives. Learn more about how to choose the right objective.
- New options at the ad set level. Some of our previous objectives are now available as a feature or optimization setting when you create your ad set. For example, the previous objective of reach is now available by choosing the awareness objective and selecting reach as an optimization setting. Other previous objectives are now available as a conversion location. The conversion location is the place where you want people to take action. For example, the previous objective of messages is now available by choosing the engagement objective and selecting messaging apps as the conversion location.
- Displaying different types of results for campaigns. Some of our new objectives generate different types of results that cannot be added together. Depending on the objective you use for your campaigns, you may view results in Ads Manager that appear either blank or as a dash in the results column of the campaign tab. Results in the ad set and ad tabs will not be affected.
Next steps for campaigns that use the previous objectives
Campaigns you created with the previous objectives will remain active and there is no need to make any changes to your existing campaigns. You will also be able to edit and duplicate your existing campaigns through the end of 2022. Learn more here.
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