Everything you need to know about Facebook ODAX simplified
Sourabh Apage
Performance Marketing Specialist | Helping brands across industries boost their revenue by generating more sales and leads.
Facebook (or Meta) is simplifying how campaign objects are set, and simplifying them in the process.
ODAX is an acronym for “Outcome-Driven Ad Experiences”, signifying Facebook’s consolidation of campaign targeting options that is rolling out throughout 2022. As per Facebook, expected completion of the rollout is Q3 2022.
With Outcome based Ads Manager, 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.
So going forward, Facebook advertisers will have six objectives to choose from, instead of 11.
1.?Awareness
2. Traffic
3. Engagement
4. Leads
5. App Promotion
6. Sales
Let’s walk through each objective:
1. Awareness-
Show your ads to people who are most likely to remember them.
GOOD FOR:
Optimization & Delivery- “Reach” is the default, with other below options:
2. Traffic-
Send people to a destination, like your website, app, or Facebook event.
GOOD FOR:
Optimization & Delivery-
Website:
App:
Messenger:
WhatsApp:
3. Engagement-
Get more messages, video views, post engagement, Page likes or event responses.
GOOD FOR:
Previously, you selected the engagement type at the?campaign level, but now With ODAX, this is now done at the top of the ad set as highlighted below-
Engagement: On Your Ad
First you need to select the conversion location among these options> then select the engagement type> Optimization and delivery
Engagement: Messaging Apps
Once you select Messaging Apps as your conversion location>choose an ad type
Click to message-
Next, you’ll need to select the messaging apps you want to use (Messenger, WhatsApp, Instagram Direct) and the associated accounts.
Optimize for Link Clicks or Conversations
Sponsored message-
Sponsored Messages are only available for Messenger, and they allow you to optimize for Impressions only.
Engagement: Website
Here you’ll need to choose a pixel and conversion event. What appears here will depend upon the events that fire on your website.
You can then optimize for Conversions, Landing Page Views, Link Clicks, Daily Unique Reach, or Impressions.
Engagement: App
After selecting the App conversion location, you’ll need to choose your app, App Store, and App Event
You can then optimize for App Events, Link Clicks, or Daily Unique Reach.
Engagement: Facebook Page
After selecting the Facebook Page as conversion location only optimization option is Page Likes
4. Leads-
Collect leads for your business or brand.
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GOOD FOR:
Conversion location-
Leads: Website
You’ll need to also choose your pixel and conversion event.
Optimization: Conversions, Landing Page Views, Link Clicks, Daily Unique Reach, and Impressions.
Leads: Instant Forms
You can optimize for Leads or Conversion Leads
*Leads- Facebook will deliver and optimize ads in a way that gets you most leads possible
*Conversion Leads- Facebook will deliver and optimize ads in a way that gets you leads that are most likely to convert
Leads: Messenger
If you select Messenger the only optimization option, in this case, is Leads.
Leads: Calls
To generate phone calls, choose the Leads objective and select Calls as the conversion location. The only optimization option will be Calls.
Leads: App
Select your app, app store, and app event at the top. You can optimize for App Events, Link Clicks, and Daily Unique Reach.
5. App Promotion-
Find new people to install your app and continue using it
GOOD FOR:
After selecting App Promotion, you can choose from App Ads or Automated App Ads.
Automated App Ads: Optimize for App Installs, App Installs with App Events, App Events, or Value
App Ads: Optimize for Link Clicks, Value, App Events, or App Installs
6. Sales-
Find people likely to purchase your product or service.
GOOD FOR:
If you turn on the catalog, you can run Catalog Sales (option available below these 5 conversion locations)
For conversion locations: Website, App, Website and App, Messenger, and WhatsApp
Sales: Website
First, select your pixel and pixel event at the top of the ad set.
Optimize for Conversions, Landing Page Views, Link Clicks, Daily Unique Reach, and Impressions.
Sales: App
You’ll first need to select the app, app store, and app event at the top of the ad set
Optimization options are App Events, Link Clicks, and Daily Unique Reach
Sales: Website and App
It allows you to select both your website and app at the same time. Once you do, you’ll need to select your pixel and app at the top of the ad set.
Optimize for Conversions
Sales: Messenger
You will still need to select your pixel and event
Optimize for Conversions, Link Clicks, Daily Unique Reach, and Impressions.
Sales: WhatsApp
You’ll need to select your WhatsApp account
Optimize for Link Clicks (default), Daily Unique Reach, and Impressions.
7. Find Your Objective (The last objective option)
This option takes advertisers through an interactive tour which helps to select their objective based on the old interface
Advertisers running campaigns that will be affected by this change won’t need to take immediate action - Facebook assures advertisers that legacy campaigns will continue to run after implementation of ODAX. However, post-implementation there will be limitations to duplicating legacy campaigns and new campaigns will need to align with the new campaign objectives. After 100% rollout, Facebook plans to share an update about the eventual deprecation of legacy campaigns.
Have you started using ODAX? What do you think?