It’s slightly late in the year for effective system shifts, but Meta has snuck in one more update on the holiday break, with the announcement that it’s making some big modifications to its ad objective listings in Ads Manager, in order to simplify and facilitate the campaign set-up process by improving the focus on the most practically relevant options and tools.
“To actually guide advertisers to optimal campaign setups, we’re redesigning the objective choosing experience when creating new campaigns in Ads Manager. We’re moving to an outcome-driven ad experiences model (ODAX), where advertisers can pick their designed firm outcomes (e.g. Awareness, Traffic, Engagement, Leads, App Promotion, Sales) and the interface will instruct advertisers to the most optimal campaign creation ways to achieve that outcome.”
That will indicate that the Ads Manager interface will get an overhaul, which you can see below, with the existing set-up process on the left, and the new, ODAX system on the right:
The main difference, as you’ll note, is the deduction in objective choices from 11 to 6, and a move away from the ‘Attention’, ‘Consideration’ ‘Conversion’ banners, to make it more obvious what each objective stream is, and how they can be used in your advertisements.
Which make sense. Those features are more aligned with ad industry lingo, which your standard SMB owner is presumably not as friendly with, and by denying the objective possibilities back even further, that could make it more comfortable for newcomers to develop better results, by honing their choices onto the ad tools and techniques that will work best for their aims and goals.
Meta says that the modifications, which will mainly affect advertisers that use Conversions, Messages, and Video Views campaigns, will be gradually rolled out through 2022, so there’s no set date, as such, for a switchover or change, but you will see it come through at some stage.
Presently, Meta is warning those that use its ads API to modernize their processes in line with the evolution ahead of any effects – so if you’re an everyday advertiser, it won’t be a major evolution straight away. But a change is coming, which will affect your Facebook and Instagram ads process.
It could be right, with a more streamlined, simplified ad set-up design, helping to better align your campaigns with your genuine, desired objective. But it could be limiting in some paths too.
We won’t know for confident until the new system is launched sometime in the new year