Meta Update: 6 New Objectives (ODAX) and What They Mean

Since January 2024, Meta has updated their campaign objectives list: now there are 6 objectives instead of 11. That’s certainly narrowed down the options, but did it make it better? In this article, let’s look into what an objective is, what has changed, and what the results are.

 

What is an ad campaign objective on Meta?

A Meta campaign objective is like the big picture goal for all your marketing efforts put together. It's the main thing you're trying to accomplish with your overall marketing strategy, rather than just focusing on specific goals for each campaign.

 

For example, your meta objective might be to make more people aware of your brand, reach a larger audience, get customers more engaged, or increase your sales overall. It's the ultimate aim that guides all your marketing activities.

 

Before we dive into the specifics of different Facebook campaign goals, let's first understand the latest updates to Facebook ODAX (Outcome-Driven Ad Experience) and what it means for advertisers.

 

ODAX - Outcome-Driven Ad Experience

ODAX, short for Facebook Ads Manager's streamlined objectives, now appears at the beginning of the campaign setup process. Previously, Ads Manager featured 11 campaign objectives categorized into three stages of the sales funnel: awareness, consideration, and conversion. ODAX simplifies the 11 original options into six objectives.

Let’s see in the table below what the previous 11 objectives have transformed into:

 

 

Facebook's objectives are being revamped to achieve three primary aims:

1. Streamline goals to better resonate with marketing objectives.
2. Enable the implementation of cross-channel campaigns, such as integrating a website with an app, a website with a shop, or a website with messaging.
3. Enhance platform guidance throughout the campaign creation journey for users.

Important note: You will no longer have the option to duplicate or import campaigns, ad sets, and ads using the original objectives. Additionally, you won't be able to create new ad sets or ads within existing campaigns that utilize the original objectives. The original objectives are now unavailable for both new and existing campaigns.

 

Let's delve into each of the new objectives, exploring their significance, and suggesting optimal placements and Call-to-Action (CTA) options on Facebook.

 

1. Awareness campaigns

The Awareness objective is all about showing ads to people who are most likely to remember them.

The Old Spice “Smell like a man, man” brand awareness campaign certainly caught people's attention. 

 

A Facebook brand awareness campaign focuses on reaching potential customers who are at the top of the sales funnel and may not be familiar with your brand. It's essential to guide them from their initial interaction to purchase and beyond by offering relevant products or upgrades.

 

Depending on how much your products or services cost and how complicated they are, you can decide whether to tell your whole brand story in one ad or just give people a taste and send them to check out more info on blog posts, guides, or videos.

 

Placements for Awareness:

• Instagram feed,
• Facebook feed Audience,
• Network.

Recommended CTAs:

• ‘Discover’,
• ‘Learn More’,
• ‘Watch Now’

 

2. Traffic campaigns

The 'Traffic' objective on Facebook aims to direct users to designated destinations, such as your website, app, or landing page.

 

If you're seeking to drive traffic to particular destinations, such as flash sales or service pages, the Traffic objective is the ideal solution. It efficiently guides targeted traffic to these destinations, thereby increasing the likelihood of conversions. Whether you're promoting limited-time offers or specific services, this objective ensures that interested users reach their intended destination effectively. 

This objective ensures your promotion effectively reaches the target audience and directs them straight to your compelling offer.

 

Placements:

• Facebook feed,
• Instagram feed,
• Audience Network,
• Messenger inbox.

Recommended CTAs:

• ‘Shop Now’,
• ‘Visit Website’,
• ‘Get App’.

 

3. Engagement campaigns 

The 'Engagement' objective is ideal when aiming to prompt users to interact with your content, sparking conversations, likes, shares, and comments.

 

For instance, imagine you've recently launched a pastry shop. Using the Facebook Engagement objective, you can inspire customers to share their delightful experiences, comment on your delicious treats, and help spread the word about your business.

 

This strategy generates buzz, fosters an authentic community, and encourages repeat patronage. With the Engagement objective, you can run ads in 4 different placements to achieve these goals.

 

Placements:

• Facebook feed,
• Instagram feed,
• Audience Network,
• Messenger inbox or Instagram Direct.

Recommended CTAs:

• ‘Like Page’,
• ‘Comment’,
• ‘Share’.

 

4. Leads campaigns 

Choose the "Leads" objective when your campaign aims to draw potential customers or clients into your sales pipeline. This objective is ideal for increasing subscriptions to your email list, especially if your goal is to foster long-term loyalty and encourage repeat business, rather than prioritizing immediate one-time sales with a quick conversion process.

Moreover, the "Leads" objective is well-suited for pre-release campaigns, where your product or service is not yet available, and you're in the early stages of building interest and potentially securing pre-sales.

 

Placements:

• Facebook feed,
• Instagram feed,
• Audience Network,
• Messenger inbox.

Recommended CTAs:

• ‘Sign Up’ or ‘Apply now’,
•  ‘Subscribe’,
• ‘Get Quote’.

 

5. App Promotion campaigns 

For businesses focused on driving app installations or increasing engagement on their mobile platform, the App Promotion objective is crucial. It precisely targets users who are inclined to install your app, whether you're launching a new one or seeking to enhance existing engagement. This objective facilitates reaching your desired audience on mobile devices.

 

To make sure your Facebook ad campaign convinces people to download your app, focus on showing them the benefits they'll get from using it. You want your ad to be so appealing that it convinces them to head straight to the App Store or Google Play Store for the download.

Before you start promoting your app on Facebook, make sure to do these things:

• Register your app on Facebook for Developers. If you skip this step, your ads might not optimize properly for app installs.
• Connect your Facebook ad account to your registered app. You'll find this option in the "Settings" -> "Advanced" section of your App Dashboard.
• Install the Facebook SDK and set up your app events. This helps you track how people are using your app and optimize your ads for better results.

Make sure you set up the Facebook SDK correctly for Android and iOS devices. And don't forget to configure your app events after integrating the Facebook SDK.

 

Placements:

• Facebook feed,
• Instagram feed,
• Audience Network,
• Messenger inbox.

Recommended CTAs:

• ‘Install Now’,
• ‘Play Game’,
• ‘Use App’.

 

6. Sales

This type of ad is all about getting people to buy stuff or sign up for things. It's perfect for showing off your products and services and making it easy for customers to buy them online, through messaging apps like WhatsApp, or within other apps.

 

If you want to drive direct sales or get people to take specific actions like adding things to their online shopping cart, then this type of ad is your go-to. 

It's designed especially for online businesses that want to make it super easy for people to buy things from them. These ads focus on guiding users towards making purchases, which makes them perfect for boosting sales on Facebook.

 

They work best for people who already know about your brand or business, so they're great for targeting folks who have interacted with your website or store before.

 

To make these ads work even better, you can use data from the Facebook Pixel, which tracks what people do on your website after they've seen your ad. This helps you understand how effective your ads are at driving sales.

 

Conclusion 

Picking the right Facebook ad goals is a big deal for successful marketing. When you choose the right objective, you make sure your ads are seen by the right people and you keep an eye on the right stats to know if you're doing well.

 

When you're thinking about what objective to go for, you need to think about what you want for your business and where your customers are at in their buying journey. For example, if you're just starting out, it's smart to focus on getting your name out there with awareness ads.

 

Once you know your customers better, you can start sending them to your website with traffic ads.

 

And when you're ready to make sales or get leads, you switch to those kinds of ads.

 

It's also important to keep an eye on the right stats to know how your ads are doing. You should always have clear goals and numbers to track how well your ads are doing.

 

By picking the right Facebook ad goals and keeping an eye on the right stats, you can make sure your marketing works and you get the most out of what you put in.