2022 is expected to be an important year for Meta. Facebook’s parent company signaled its intentions with an update to the campaign set-up process in late 2021. Meta’s ad objective listings in Ads manager will see some big changes that will bring the most practically relevant tools into prime focus and simplify the campaign set-up process. Marketers are welcoming the new changes that are expected to help advertisers build more optimal campaigns and find easier paths to achieving outcomes.
In its official release the Ad giant stated, “In order to effectively guide advertisers to optimal campaign setups, we’re redesigning the objective selection experience when creating new campaigns in Ads Manager. We’re moving to an outcome-driven ad experiences model (ODAX), 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.”
The Ads Manager interface is expected to see a major revamp wherein the set-up process has been moved to the left of the screen while the ODAX system will be on the right. (Here is a screenshot)
There will be a significant reduction concerning objective options with six options now against the 11 in the past. Meta has also done away with the three banners—Consideration, Awareness, and Conversion—to clarify better each objective stream and their use in promotions.
Ad managers are likely to benefit from these changes as a cleaner interface will help set up ad campaigns faster. Newbie advertisers are expected to be the biggest beneficiary as they will be able to generate improved results with better options of ad tools and processes that will align with goals and objectives. In fact, you will be able to see a notable shift in objective alignment (as shown below).
According to Meta, the new changes will mostly impact advertisers using Messages, Video Views, and Conversions objective options extensively. The changes in the ODAX system are expected to be rolled out in phases during the year.
Ad managers using API have been the first to be alerted so they could update their processes in keeping with the changes before any major impact.
A simplified ad management system is a welcome change, and this would help advertisers set up and manage rewarding ad campaigns. However, we shall have to wait and watch if these changes are limiting in any way for advertisers.