Facebook (or Meta, depending on who you ask) 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. Per Facebook, expected completion of the rollout is Q3 2022.
Once Facebook automigrates affected campaigns, you won’t be able to create campaign types with the objectives that are not included in the consolidated list. Not to worry, the team at Marin has you covered! Read on to learn everything you need to know about Outcome-driven Ad Experiences (ODAX) and how to handle the migration.
What are the new ODAX Objectives?
Under ODAX, Facebook campaigns will migrate from the original 11 available objectives to 6 campaign objective types. We can see how these will be mapped below.
Facebook explains that this change is designed to better align campaign objectives with widely accepted marketing objectives, reduce confusion in campaign setup, and help advertisers discover on-site solutions to use in their campaigns. In short, this change will make campaign setup more accessible for advertisers of all experience levels.
Facebook also teases cross-channel campaigns, stating that their mission is, in part:
“Once cross-channel conversion optimizations are available (e.g. website + app, website +shop), communicate the value of, and default advertisers into, these solutions make it easier for advertisers to adopt.”
How will ODAX affect Facebook campaigns?
The impact for advertisers will vary based on the campaign objectives in use. Facebook advises that advertisers using Messages, Video Views, and Conversions campaign objectives will be most affected by this change, at least partially because these campaign objective types will no longer exist under ODAX. Facebook provided the below chart with their announcement to show marketers how the new objectives will align with various goals and initiatives.
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.
Though immediate action is not required, affected advertisers should begin to consider a strategy for transitioning to this new objective mix. Advertisers should also plan to monitor the performance of both legacy and new campaigns throughout the ODAX transition.
Marin Software is proactively working with Facebook to ensure that advertisers using MarinOne will have a seamless transition to the new campaign objective mix.
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