Facebook has once again made significant strides to simplify and enhance the advertiser experience. Here’s a breakdown of the latest changes and how they can impact your advertising strategy:
1. Simplified Objectives
Facebook has streamlined its ad objectives to a set of six: awareness, traffic, engagement, leads, app promotion, and sales. This move aims to make the ad creation process more intuitive and aligned with common business goals. For instance, the original ‘video views’ objective now falls under both ‘awareness’ and ‘engagement’, depending on your specific goal.
2. Ad Set Level Changes
Some original objectives have been transitioned to features or optimization settings at the ad set level. This means advertisers can now achieve more granular targeting and optimization. For example, the ‘reach’ objective can be accessed by choosing the ‘awareness’ objective and then selecting ‘reach’ as an optimization setting.
3. Displaying Campaign Results
With the introduction of simplified objectives, there might be instances where certain results cannot be combined. This could lead to blank or dashed entries in the ‘results column’ of the campaign tab in Ads Manager. However, results at the ad set and ad tabs remain unaffected.
4. Transition Period for Original Objectives
If you’ve set up campaigns using the previous objectives, there’s no immediate need for change. These campaigns will remain active, and edits or duplications can be made until the end of 2022.
5. Updates on Buying Types
Facebook offers two primary buying types for Meta ads: ‘Reach and Frequency Buying’ and ‘Auction Buying’. Each has its unique features, advantages, and limitations. For instance, ‘Reach and Frequency Buying’ offers more predictability and control over frequency settings, while ‘Auction Buying’ provides more flexibility with less predictable outcomes.
6. Additional Changes [Recap from 2022]
Advertisers should be aware of the upcoming changes, such as the discontinuation of the ‘Reach and Frequency Buying’ option for sales and app promotion objectives after September 2022. Additionally, ThruPlay billing for video views and 2-second continuous video views will no longer be available from June 2022.
Facebook’s latest updates aim to provide advertisers with a more streamlined and intuitive platform. By understanding and adapting to these changes, businesses can optimize their advertising strategies and achieve better results. As always, E.D. & Co is here to guide you through these changes and ensure your advertising campaigns remain effective and aligned with your business goals.
For more insights and tailored advertising strategies, reach out to E.D. & Co today!
Resources:
https://www.facebook.com/business/help/325793898950394
https://www.facebook.com/business/help/654484604719506?id=842420845959022
