Meta Proclaims Updates to its Ad Marketing campaign Set-Up Course of to Higher Align with Main Goals

It’s a bit late in the year for major system changes, but Meta got another update sneaking in before the holidays with the Notice that it is making some big changes to its ad target lists in the Ad Manager to simplify and streamline the campaign setup process by focusing on the most practically relevant options and tools.

As explained by Meta:

“To effectively guide advertisers to the optimal campaign setup, we are redesigning the target selection when creating new campaigns in the Ad Manager. We’re moving to a results-based ad experience model (ODAX) where advertisers use their designed business outcomes (e.g., setup / build paths to achieve that outcome.”

This means that the ad manager interface is being redesigned, as you can see in the following screenshots, with the current setup process on the left and the new ODAX system on the right:

The main difference, as you will notice, is reducing the target options from 11 to 6 and moving away from the “awareness”, “reflection”, “conversion” banners to make it more clear what each target stream actually is and how they are in Can be used in your promotions.

Which makes sense. These segments are more geared towards advertising industry jargon that your regular SMB owner is unlikely to be as familiar with, and by further reducing the number of objective options, it might be easier for newbies to get better results by focusing on their options Ad tools and processes that are best suited for your purposes and goals.

You can see the shift in target orientation in this graph:

Meta says that the changes that will mainly have an impact Advertisers using campaigns with conversions, messages, and video views will be rolled out gradually by 2022. So there is no set date for a move or change, but you will see how it gets through at some point.

For now, Meta is warning those who use its Ads API to adapt their processes to the changes before they take effect. So if you are an everyday advertiser this won’t be a big change right away. But a change is coming that will affect your Facebook and Instagram ad process.

It might well be with a streamlined, simplified ad setup system that will help better target your campaigns to your actual, desired goal. But it could also be limiting in some ways.

We won’t know for sure until the new system hits the market sometime in the new year.