Towards Result Driven Advertising Experiences

Meta rejuvenates the objective selection experience when creating new campaigns in Ads Manager. Thus advertisers will be better directed towards optimal campaign configurations…

Complex advertising environment

The objective selection experience evolves when brands create new campaigns in Ads Manager on Meta. The social network now offers an outcome-based model for selecting the desired outcome.

Faced with an increasingly fragmented, difficult to use, and complex advertising ecosystem, advertisers get confused and don’t understand what goals must be set to achieve the desired outcome during campaign setup and creation.

According to Meta:

“Today, there is no clear or consistent classification that defines what a lens is and what characteristics live in each lens. In addition, there are redundant options that are used for the same or a similar purpose. These incompatibilities confuse the advertiser, and often lead to setting up campaigns. Below required level. “

Advertisers who primarily manage conversion campaigns, messages and video views will be the first to be affected by this update. The interface will guide them through setting up the campaign and the best creative paths to make it happen.

Changes focused on marketing results

The company aggregates 11 goals into 6 goals, focused on marketing outcomes: app promotion, popularity, engagement, prospects, sales and traffic.

This combination makes it possible:

  • Simplify goals and relate them to widely applicable marketing goals used in the broader marketing industry;
  • Enable campaigns across channels, such as website plus app or website plus store;
  • Provide more guidance to advertisers through campaign setup. The guidelines provided by Ads Manager will make it easier for advertisers to achieve their marketing goals.

Meta said results-based advertising experiments can help in several ways:

  • make logical choices in line with widely accepted marketing concepts;
  • help advertisers discover on-site solutions to use in their campaigns;
  • reduce the complexity of campaign setup;
  • Facilitate scalability and avoid duplication of options.

API changes that will affect all developers from mid-January to the end of January include:

  • new objective values;
  • new destination types;
  • New conversion location, conversion events, and optimization goals constraints for these new goal values.

Changes rolled out gradually until 2022

Meta says the changes, which will primarily affect advertisers using conversions, messaging and video views campaigns, will be rolled out gradually through 2022.

For now, Meta is alerting those who use the Advertising API to update their processes of the change before any impact. If you were a simple advertiser, this wouldn’t be a huge change right away. But what we do know for sure is that this is a change that will affect the advertising process on Facebook and Instagram.

This simpler and simpler ad setup system can help you align your social media and digital marketing campaigns with your goals.

To be followed closely…

Source: Meta for Developers

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