Meta Advertising Management Tool Announces Major Updates!
From December 22, 2021, the original 11 advertising targets will be gradually merged and transformed into the new 6 advertising targets. Meta explained: "To effectively guide advertisers to set the best advertising campaigns, we are redesigning the target selection experience when creating new advertising campaigns in Ads Manager. We are moving to the results-driven advertising experience model (ODAX), where advertisers can choose the business outcomes they design (such as awareness, traffic, participation, potential customers, application promotion, and sales), and the interface will guide advertisers to carry out optimized activities to achieve the setting/creation path of the results. "
This means that the Ads Manager interface will be greatly changed. As can be seen in the screenshot below, the current setting process is on the left and the new ODAX system is on the right:
The main difference is that the target options have been reduced from 11 to 6, and different options have been redefined to better understand what each target stream is actually and how to use them in promotional activities. The correspondence between new and old advertising targets is as follows:
From the definition of the conversion option we most often use, the logic of this meta-advertising target update is that the actual business target should prevail. Previously, the "conversion volume" may be a relatively vague range. Whether it is sales volume, application download volume, or interaction volume, it can be taken as a part of the conversion volume. After the advertising target is updated, the more specific business will prevail, and users will be helped to formulate advertising targets. Sales will be more targeted at people who may buy products or services.
The new merger options are designed to be more intuitive and understandable, which will make it easier for you, as an advertiser, to find the option that best suits your business objectives. As the target name changes, we can still perform the same function. However, it may be restricted in some aspects.
Meta introduced that although the advertising target has been updated, the advertising effect report has not been updated. As Meta's advertising target integration is still ongoing, users may see an increase in the uncalculated advertising effectiveness in the report form of the advertising management tool. The effectiveness information will be displayed as blank or dashed in the effectiveness column of the advertising series tab. The effectiveness information in ad groups and ad tabs will not be affected.