The are the ideal platforms for brands to reach their target audience and create closer relationships with them, and in fact between all social platforms, in addition to having the highest digital audience penetration.
Nevertheless, A campaign on Facebook is useless without having a clear objective of what it is intended to achieve with itand for that the objectives of the Facebook Ads campaigns have been a guide to achieve it, although they were not always completely clear.
That is why Meta wants to help advertisers to optimally configure their campaigns, and to achieve this, it has decided to redesign the objectives of Facebook Ads campaigns and, in which advertisers can select between 6 possibilities.
Known the new objectives of the Facebook Ads campaigns based on results
According to Meta, the new campaign objectives will be able to offer more logical options, aligned with widely recognized marketing concepts, but that help reduce the complexity of setting up adsand even avoid duplication of options in some cases.
A) Yes, the company has changed from 11 targets to just 6which, as Meta assures, will focus on results:
- Recognition
- Traffic
- Potential customers
- app promotion
- Conversion
As you can see in the graph above, Meta has not drastically changed or introduced new objectives to your Facebook Ads campaignsbut has simplified the existing ones with a broader approach.
In fact, the most used objectives in Facebook Ads are the conversions (26.94%), the (24.19%) and the clicks on links (22.64%). However, brand awareness (1.35%), event responses (0.64%) and store visits (0.04%) are the least used goals, so by grouping them together, Meta simplifies your choice.
More clearly:
- Current brand awareness, reach, and video view campaigns will be grouped into awareness campaigns.
- The traffic campaigns will remain the same.
- Current engagement, video view, messaging, and conversion campaigns will be grouped into engagement campaign goals.
- The current campaign objectives known as app installs will be renamed app promotion.
- Lead Generation, Messaging, and Conversion campaigns may be grouped into Lead Campaign Goals.
- And conversion campaigns, catalog sales, and store traffic will be grouped under conversion.
API and developer impacts
According to the official statement from Meta, new Facebook Ads campaign goals will lead to API changes for all developers in the middle or end of January. These changes will include:
- New campaign objectives.
- New types of destinations.
- New restrictions on conversion placement, conversion events, and optimization goals for the new goal values.
But don’t worry that Meta plans to gradually roll out these changes to Ads Manager throughout 2022, so the general recommendation is that developers implement some API changes you can find before April 2022.
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