Meta said in a statement: “In order to effectively guide advertisers to optimal campaign setups, we’re redesigning the objective selection experience when creating new campaigns in Ads Manager. We’re moving to an outcome-driven ad experiences model (ODAX), where advertisers can select their designed business outcomes (e.g. Awareness, Traffic, Engagement, Leads, App Promotion, Sales) and the interface will guide advertisers to the most optimal campaign setup/creation paths to achieve that outcome.”
The ultimate aim of these changes is to make the set-up easier for anyone to understand. While an industry expert might have been able to whip up a campaign in no time, the same could not be said for newcomers.
SMB owners and first-time affiliates will now be able to utilise the ad campaign set-up processes in a straightforward manner while ensuring that their goals and objectives can be met more easily.
These changes, Meta says, will most likely target Messages, Conversions, and Video Views. They are due to be rolled out across 2022, but there is no set date for the switchover. As with other changes that they have made to their platforms in the past, it is likely that we might see changes roll out bit by bit, with some seeing them before others.