On January 9, I instructed you about ODAX (End result-Primarily based Advert Experiences), which is Fb’s new marketing campaign goalThe marketing campaign goal is the last word purpose on your Fb advert. Your choice will affect choices, together with optimization and supply. move. Going ahead, Fb advertisers can have six targets to select from, as a substitute of 11.
I didn’t have the replace on the time, so I may solely share what was public data. Whereas I’m nonetheless ready on it for my fundamental advert account, I do have entry to it from my inactive advert accounts (due to course I do).
The most important thriller to me previous to getting entry was how this impacted advert set choices. It’s a thriller no extra.
Let’s stroll by way of every goal and the way it pertains to some minor adjustments within the advert set.
Consciousness
DESCRIPTION: “Present your advertisements to people who find themselves most definitely to recollect them.”
GOOD FOR:
- Attain
- Model Consciousness
- Video Views
You’ll usually use Consciousness when actions aren’t a precedence (although there are exceptions). The first purpose is to get your advert in entrance of individuals and hopefully have them bear in mind seeing it.
Combining Attain and Model Consciousness made sense (these have been separate targets within the previous model). The shock was together with Video Views on this group, although it’s logical. Movies are nice for getting consideration, however not at all times splendid for driving actions.
That is up to date in OptimizationThe way you optimize impacts who sees your Fb advert. Fb will present your advert to folks most definitely to carry out your required motion. & Supply. Whereas “Attain” is the default, there are a number of extra choices:
- Attain
- Impressions
- Advert Recall Raise
- ThruPlay
- 2-Second Steady Video Views
Beneath the previous Model Consciousness goal, the one optimization possibility was Advert Recall Raise. The previous Attain goal allowed for Attain or Impressions. You wanted to make use of the previous Video Views goal earlier than to optimize for ThruPlay or 2-Second Steady Video Views.
Now, all three are mixed below Attain.
Visitors
DESCRIPTION: “Ship folks to a vacation spot, like your web site, app, or Fb occasion.”
GOOD FOR:
- Hyperlink ClicksThe hyperlink click on metric measures all clicks on hyperlinks that drive customers to properties on and off of Fb.
- Touchdown Web page ViewsTouchdown Web page View is a Fb advertisements metric that represents when folks land in your vacation spot URL after clicking a hyperlink in your advert.
You’ll use Visitors while you care extra about getting folks in your web site, app, or Fb occasion than having them carry out an motion as soon as they’re there.
There’s a minor change to the highest of the advert set, although it’s largely beauty.
Right here’s the previous model…
And right here’s the brand new ODAX model (no Cellphone Calls)…
ODAX is lacking Cellphone Calls from Visitors, however we’ll discover that later below Leads.
The optimization choices will depend on your Conversion Location. These are unchanged from the prior design.
Web site:
- Touchdown Web page Views
- Hyperlink Clicks
- Day by day Distinctive AttainDay by day Distinctive Attain Fb advertisements optimization permits you to restrict the variety of instances you attain your viewers to not more than as soon as per day.
- Impressions
App:
- Hyperlink Clicks
- Day by day Distinctive Attain
Messenger:
- Hyperlink Clicks
- Day by day Distinctive Attain
- Impressions
WhatsApp:
- Hyperlink Clicks
- Day by day Distinctive Attain
- Impressions
Engagement: Genearal Overview
DESCRIPTION: “Get extra messages, video views, put up engagement, Web page likes or occasion responses.”
GOOD FOR:
- Messages
- Video Views
- Likes, Feedback, and Shares
You’ll use Engagement while you wish to generate clicks, dialogue, and probably virality, however you don’t care whether or not these folks carry out any bottom-of-the-funnel occasions.
Okay, so it is a fairly difficult replace. Beforehand, you chose the engagement kind on the marketing campaignThe marketing campaign is the inspiration of your Fb advert. That is the place you may set an promoting goal, which defines what you need your advert to attain. degree:
With ODAX, that is now finished on the prime of the advert set (and it’s WAY completely different):
As you may see, you first choose the conversion location amongst these choices:
- On Your Advert
- Messaging Apps
- Web site
- App
- Fb Web page
After which you choose the engagement kind beneath it. And we haven’t even gotten to the optimization but. That’s loads!
Let’s break this up by conversion location as a result of there’s loads to cowl right here.
Engagement: On Your Advert
If you choose “On Your Advert” for the conversion location, you may select from video views, put up engagement, and occasion responses as engagement varieties.
Following are the optimization choices for every…
- Video Views: ThruPlay, 2-Second Steady Video Views
- Put up Engagement: Put up Engagement, Day by day Distinctive Attain, Impressions
- Occasion Responses: Put up Engagement, Day by day Distinctive Attain, Occasion Response, Impressions
Engagement: Messaging Apps
When you choose Messaging Apps as your conversion location, you first want to decide on an advert kind (decide from Click on to Message or Sponsored Message).
Subsequent, you’ll want to pick the messaging apps you wish to use (Messenger, WhatsApp, Instagram Direct) and the related accounts.
Should you create a Click on to Message advert with any of the messaging apps individually (you don’t choose all of them), you’ll be capable to optimize for Hyperlink Clicks or Conversations.
I don’t know if that is an oversight, but when you choose a number of apps for Click on to Message, you may solely optimize for Conversations.
Sponsored Messages are solely out there for Messenger, and so they permit you to optimize for Impressions solely.
Engagement: Web site
When you choose your web site because the conversion location, you’ll want to decide on a pixel and conversion occasion. What’s fascinating is that Fb gained’t enable me to pick Full Registration, Buy, or Provoke Checkout right here. It completely is smart as a result of these wouldn’t look like “engagement” occasions, but it surely’s fascinating that Fb appears to have this (good) management in place.
All the occasions that I can choose will surely qualify extra as engagement (Hyperlink Clicks, View Content material, Scroll Depth, Search, and many others.).
What seems right here, after all, will depend on the occasions that fireplace in your web site.
As soon as I choose one of many out there occasions, I’m capable of optimize for Conversions, Touchdown Web page Views, Hyperlink Clicks, Day by day Distinctive Attain, or Impressions.
Engagement: App
After deciding on the App conversion location, you’ll want to decide on your app, App Retailer, and App Occasion (sorry, I don’t have an app!).
You’ll then be capable to optimize for App Occasions, Hyperlink Clicks, or Day by day Distinctive Attain.
Engagement: Fb Web page
Lastly, if you choose Fb Web page as your conversion location, you’ll first want to pick the web page you’ll wish to promote.
The one optimization possibility is Web page Likes.
Leads: Common
DESCRIPTION: “Acquire leads for your online business or model.”
GOOD FOR:
- Prompt Kinds
- Messages
- Calls
- Signal ups
Probably the most fascinating factor in regards to the new Leads goal is that it combines all strategies of accumulating leads. Beforehand, “Lead Technology” was just for Prompt Kinds, Automated Chat, or Calls.
Once more, that is the OLD model…
However, with ODAX, you choose from Web site, Prompt Kinds, Messenger, Calls, or App.
As was the case with Engagement, there’s loads right here to digest. So, let’s break it up by conversion location…
Leads: Web site
If you choose Web site because the conversion location, you’ll have to additionally select your pixel and conversion occasion.
As was the case with web site engagement, Fb restricts the occasions that you would be able to choose. Amongst customary occasions, I’m unable to pick Provoke Checkout, Buy, Search, or View Content material (which is smart since none of those ought to characterize a lead).
Optimization choices are typical, offering Conversions, Touchdown Web page Views, Hyperlink Clicks, Day by day Distinctive Attain, and Impressions.
Leads: Prompt Kinds and Messenger
After all, Prompt Kinds are the historic customary for Fb leads optimization. You’ll choose your web page on the prime after which can optimize for Leads or Conversion Leads (a relatively new improvement throughout the previous 12 months).
If you choose Messenger, you’ll additionally choose your web page on the prime. The one optimization possibility, on this case, is Leads.
Leads: Calls
If you wish to generate cellphone calls, that is the way you do it. Select the Leads goal and choose Calls because the conversion location.
The one optimization possibility might be Calls.
Leads: App
The ultimate Conversion Location you may choose for Leads is App. Choose your app, app retailer, and app occasion on the prime. You may optimize for App Occasions, Hyperlink Clicks, and Day by day Distinctive Attain.
App Promotion
DESCRIPTION: “Discover new folks to put in your app and proceed utilizing it.”
GOOD FOR:
Whereas we’re on the subject of apps, let’s transfer from accumulating leads with apps to producing installs and app occasions. This features largely unchanged from the prior App Installs goal.
After deciding on App Promotion, you may select from App Adverts or Automated App Adverts.
When utilizing Automated App Adverts, you may optimize for App Installs, App Installs with App Occasions, App Occasions, or Worth.
For App Adverts, you may optimize for Hyperlink Clicks, Worth, App Occasions, or App Installs.
Gross sales: Common
DESCRIPTION: “Discover folks more likely to buy your services or products.”
GOOD FOR:
- Conversions
- Catalog Gross sales
- Messages
You’ll recall that beforehand you’d choose the Conversions goal to optimize for a purchase order. Fb has separated value-based from nonvalue-based conversions by utilizing Leads and Purchases.
Should you activate the catalog, you may run Catalog Gross sales (Dynamic Adverts).
In any other case, Fb offers 5 choices for conversion areas: Web site, App, Web site and App, Messenger, and WhatsApp.
Let’s cowl every individually…
Gross sales: Web site
First, choose your pixel and pixel occasion on the prime of the advert set.
Whereas I used to be prevented from deciding on the Search occasion, I discovered it fascinating that Fb didn’t forestall me from deciding on different occasions (like View content material) that aren’t value-based.
Optimization is usually unchanged from earlier than, offering choices for Conversions, Touchdown Web page Views, Hyperlink Clicks, Day by day Distinctive Attain, and Impressions.
I’m not seeing Worth as an possibility, however I assume that’s solely as a result of I’m utilizing a check account (or, a minimum of, I hope that’s why).
Gross sales: App
If you choose App because the conversion vacation spot, you’ll first want to pick the app, app retailer, and app occasion on the prime of the advert set.
Optimization choices are App Occasions, Hyperlink Clicks, and Day by day Distinctive Attain.
Gross sales: Web site and App
That is fascinating. It permits you to choose each your web site and app on the identical time. When you do, you’ll want to pick your pixel and app on the prime of the advert set.
Conversions would be the solely possibility for optimization.
Gross sales: Messenger
If you choose Messenger as your conversion vacation spot, you’ll nonetheless want to pick your pixel and occasion.
Your default optimization possibility might be Conversations, however additionally, you will be capable to optimize for Conversions, Hyperlink Clicks, Day by day Distinctive Attain, and Impressions.
Gross sales: WhatsApp
The setup for WhatsApp is just like Messenger, however you’ll want to pick your WhatsApp account (assuming you have got one).
Optimization choices for WhatsApp purchases are Hyperlink Clicks (default), Day by day Distinctive Attain, and Impressions.
Recap: The Largest Adjustments
Total, that is largely a matter of simplification and streamlining how advertisers undergo the marketing campaign creation course of. Fb felt it was getting complicated for advertisers earlier than, so these adjustments have been made.
That is extra about “shifting the cheese” than something. There doesn’t look like any misplaced performance, that I can discover.
Is the method simpler? Properly, the objective-selection course of clearly is. However, you’ll additionally discover that the advert unitsAn advert set is a Fb advertisements grouping the place settings like focusing on, scheduling, optimization, and placement are decided. at the moment are much more difficult, significantly for Engagement, Leads, and Purchases.
That mentioned, the move appears clearer. You set your purpose (the target). You inform Fb the place you wish to ship folks. After which Fb offers optimization choices per what you’ve chosen.
Whereas that was theoretically the case earlier than, one may argue that it was much less logical.
Your Flip
Have you ever began utilizing ODAX, the brand new streamlined goal choice course of? What do you assume?
Let me know within the feedback beneath!
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