Towards results-driven advertising experiences

Improves the meta objective selection experience when creating new campaigns in Ads Manager. Thus advertisers will get better guidance towards optimum campaign configuration…

A complex advertising ecosystem

The objective selection experience is evolving on meta when brands create new campaigns in Ads Manager. The social network now provides an outcome-based model for choosing the desired outcome.

Faced with an increasingly fragmented, difficult-to-use and complex advertising ecosystem, advertisers are confused and do not understand what objectives to select to achieve the desired results during campaign setup and creation.

According to Meta:

“Today, there is no clear or consistent classification that determines what a lens is and what characteristics each lens possesses. Additionally, there are redundant substitutes used for the same or similar purpose. These misalignments Increase advertiser confusion and often result in sub-optimal campaign setups. »

Advertisers primarily running conversions, messaging and video views campaigns will be the first to be affected by this update. The interface will guide them through campaign setup and the most optimal build path to achieve it.

Change focused on marketing results

The company groups 11 objectives into 6, focused on marketing results: applications promotion, notoriety, engagement, prospects, sales and traffic.

This aggregation makes it possible:

  • Simplify goals and link them to more applicable marketing goals that are used in the broader marketing industry;
  • Enable cross-channel campaigns such as the Website Plus app or the Website Plus Store;
  • Provide more guidance to advertisers through campaign setup. The guidance provided by the Ads Manager will make it easier for advertisers to achieve their marketing goals.

Meta said that results-driven advertising experiences can help in several ways:

  • Provide logical alternatives that align with widely accepted marketing concepts;
  • Help advertisers find on-site solutions to use in their campaigns;
  • reduce the complexity of campaign setup;
  • Facilitate scalability and avoid duplication of options.

The API changes that affected all developers from mid-January through the end of January include:

  • new objective values;
  • new destination type;
  • New restrictions on conversion location, conversion events, and optimization goals for these new target values.

Changes introduced gradually by 2022

Meta says the changes, which will primarily affect advertisers using conversion, messaging and video view campaigns, will be rolled out gradually by 2022.

Currently, Meta is alerting users of its advertising API to update its processes with changes prior to any effect. If you are a simple advertiser, this will not be a big change immediately. But what we do know for sure is that this is a change that will affect your Facebook and Instagram advertising process.

This more streamlined and simplified ad setup system can help you better align your social media and digital marketing campaigns with your goals.

To follow closely…

Source: Meta for Developers

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