What Are the 6 New Meta Campaign Objectives?

Meta's Ads Manager makeover means business. They’ve cut down from 11 campaign Facebook campaign objectives to just 6 for sharper focus and clearer outcomes. Time to sweep away the excess and focus on what drives results ✨🧹

Let’s unpack what the new objectives means for advertisers and business owners.

What is a Meta campaign objective?

A Meta campaign objective serves as the guide for your advertising efforts within Meta’s Ads Manager. It defines the specific goal you aim to achieve with your ad campaign. You can also think of it as the compass that directs your advertising ship toward a desired destination.

Now, why does this matter?

It's all about alignment with your goals. Choosing the right campaign objective is the first step because it ensures your advertising strategy is in sync with your broader business objectives. Whether you're looking to boost brand awareness, drive traffic to your website, or generate leads, your objective sets the tone for your entire campaign.

Secondly, it creates an optimization path. The objective you choose significantly influences how Meta's algorithms optimize the delivery of your ads. Each objective triggers specific ad optimization mechanisms. For instance, if your goal is to drive website traffic, Meta's system will prioritize showing your ad to users who are more likely to click through to your website.

And finally, it's about resource allocation. Different types of campaign objectives require different resource allocations. Your budget, ad creatives, and targeting strategies all depend on the objective you select. By understanding your objective, you can effectively allocate resources to achieve the best possible results.

The 6 new Meta campaign objectives (ODAX)

The new Facebook objectives are: traffic,  leads, awareness, sales, engagement, and app promotion. This is how the previous Meta Ads objectives have been reorganized in Meta Ads Manager:

• ‘Traffic’ is still ‘Traffic’
• ‘Engagement’ is still ‘Engagement’
• ‘Lead generation’ is now under ‘Leads’
• ‘Store traffic’ is now under ‘Awareness’
• ‘Brand awareness’ is now under ‘Awareness’
• ‘Reach’ is now under ‘Awareness’
• ‘Video views’ is now under ‘Awareness’ and ‘Engagement’
• ‘App installs’ is now ‘App promotion’
• ‘Messages’ is now under ‘Engagement’ and ‘Leads’
• ‘Conversions’ is now under ‘Engagement’, ‘Leads’, and ‘Sales’
• ‘Catalog sales’ is now under ‘Sales’

Now, let’s explore each of these objectives, their meanings, and the recommended placements and Facebook CTA options:

1. Awareness 💥📣

The ‘Awareness’ objective is perfect for introducing your brand or product to a broad audience, making it ideal for new businesses, rebranding ventures, and product launches.

A brand awareness campaign on Facebook targets top-of-the-funnel acquisition audiences, primarily prospective customers who are unfamiliar with your brand. It's crucial to guide them from their first interaction to purchase and beyond by offering related products or upgrades. 

This can be achieved through a simple funnel structure or by utilizing the ARR method, which stands for Acquisition, Retargeting, and Retention. The ARR method is for tracking where your sales come from. It helps you figure out which Facebook advertising channels are most effective in bringing in customers. 

Each stage of the funnel corresponds to different ways of making money: bringing in new customers, convincing people who already know about you to buy, and getting more sales from existing customers.

However, at Madgicx, we take it a step further. We divide the acquisition stage into two separate sub-stages and throw in some additional features to enhance your campaign's effectiveness.

1. Acquisition Prospecting: These are people who haven’t heard of your brand, but you want to make sure they remember your name. Madgicx’s Audience Launcher stands out for its distinctive feature: When you launch an acquisition audience, it automatically applies your exclusion settings to any new ad set, ensuring your money is spent solely on acquiring new customers. Pretty nifty, isn’t it �

2. ‍Acquisition Re-Engagement: These are people who have interacted with your brand before but haven't visited your website. Examples include those who have watched your videos or engaged with your ads.
3. ‍Retargeting: These are warm audiences who have already shown a keen interest in your offerings by visiting your website. They have a high chance of purchasing. You can create custom audiences based on their actions on your site. And with Madgicx's Audience Launcher, the process becomes even smoother. With over 100 pre-packaged audiences ready to be deployed, Audience Launcher simplifies the process of finding cold and warm audiences.

Getting started with an acquisition or retargeting campaign with Madgicx is incredibly easy. In just a few clicks, your campaign will be off the ground. You can even try it out with the 7-day FREE TRIAL!

4. ‍Retention: These are your existing customers. Since they have already bought from you, it's easier to sell them more products or services. You can target them using the data you have about your current customers.

Placements:

• Instagram feed
• Facebook feed
• Audience Network

Recommended CTAs:

• ‘Discover’
• ‘Learn More’
• ‘Watch Now’

2. Traffic 👣💨

The ‘Traffic’ objective on Facebook focuses on driving users to a specific destination, such as your website, app, or landing page.

Looking to drive visitors to specific destinations, such as flash sales or service pages? If so, the Traffic objective is your solution. It directs targeted traffic to these destinations, significantly enhancing the chances of conversions. Whether you’re promoting limited-time offers or specific services, this objective ensures that interested users land exactly where you want them to.

It's like opening the floodgates, ensuring that your promotion reaches the right audience and drives them straight to your enticing offer.

Placements:

• Facebook feed
• Instagram feed
• Audience Network
• Messenger inbox

Recommended CTAs:

• ‘Shop Now’
• ‘Visit Website’
• ‘Get App’

3. Engagement 🔥👏

The ‘Engagement’ objective is for you if you want to encourage users to interact with your content. It’s for when you want to spark conversations, likes, shares, and comments. 

Consider this scenario: You’ve just opened a pastry shop. Using the Facebook Engagement objective, you can encourage customers to share their delightful experiences, comment on your delectable treats, and spread the word about your business. 

This way, you’ll create a buzz, build an authentic community, and keep your patrons coming back for more. There are 4 types of ads you can create with the Engagement objective:

• Post engagement - Promote an organic post or the ad itself to encourage interaction. This can include quizzes, likes, comments, shares, and other forms of engagement.
• Page likes - Target individuals who are likely to follow your page, increasing your follower count and expanding your audience reach.
• Offer claims - Promote special offers that users can save for later or be reminded of when they are near your store.
• ‍Event responses - Increase attendance at your Facebook events by promoting them to relevant audiences and encouraging responses such as ‘Interested’ or ‘Going.’

Tip 🔔 This type of ad thrives when accompanied by strong community management. It’s worth having a team member on standby to respond to comments to enhance interaction.

Placements:

• Facebook feed
• Instagram feed
• Audience Network
• Messenger inbox or Instagram Direct

Recommended CTAs:

• ‘Like Page’
• ‘Comment’
• ‘Share’

4. Leads 👭🔍

Opt for the 'Leads' objective when your campaign goal is to attract potential customers or clients into your sales pipeline. For instance, you might use this objective to boost mailing list subscriptions for your email marketing initiatives.

This can prove particularly effective if you're aiming to cultivate lasting loyalty and encourage repeat business, rather than focusing solely on immediate one-time sales through a shorter conversion process.

Additionally, the 'Leads' objective is perfect for pre-release campaigns, where your product or service isn't yet available, and you're in the initial stages of generating interest and possibly securing pre-sales.

Placements:

• Facebook feed
• Instagram feed
• Audience Network
• Messenger inbox

Recommended CTAs:

• ‘Sign Up’ or ‘Apply now’
• ‘Subscribe’
• ‘Get Quote’

5. App Promotion 🤳

If your business revolves around encouraging app installs or promoting engagement within your mobile platform, the App Promotion objective is essential. It specifically targets users who are likely to install your app. Whether you’re launching a new app or aiming to boost existing engagement, this objective helps you reach your target audience on mobile devices.

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To ensure your Facebook ad campaign attracts potential users to download your app, it's crucial to highlight the benefits they'll gain from using it. Make your ad enticing to encourage downloads from the App Store or Google Play Store.

Before launching an App Installs campaign, take these steps:

• Register your app on the Facebook for Developer’s site. Without this, your ads may optimize for clicks rather than installs.

• Link your Facebook ad account to your registered app. You can find this option under “Settings” -> “Advanced” on your App Dashboard.
• Set up the Facebook SDK and your app events. This enables tracking and optimization for in-app events and customer lifetime value.

Additionally, keep in mind that Facebook has adjusted App Install campaigns in response to Apple’s iOS 14 announcement, so stay updated with the latest Facebook updates and best practices.

Placements:

• Facebook feed
• Instagram feed
• Audience Network
• Messenger inbox

Recommended CTAs:

• ‘Install Now’
• ‘Play Game’
• ‘Use App’

6. Sales 🛒🛍️

This is the most bottom-of-funnel campaign objective and aims to drive specific actions, such as purchases or sign-ups. This type of advertisement is perfect for showcasing products and services along with the channels through which customers can make purchases, such as online shops, WhatsApp messages, or in-app stores. If your primary focus is driving direct transactions or prompting specific actions like adding items to the cart, the Sales objective is your ally. 

This objective is tailored for eCommerce businesses aiming to achieve seamless conversions. With its focus on guiding users towards desired actions, such as making purchases, it's the ideal tool for maximizing sales potential in conversion ads on Facebook.

These ads are particularly suited for warmer audiences who are already familiar with your brand or business, making them an integral component of any retargeting strategy.

For optimal effectiveness, these ads should be integrated with data from the Facebook Pixel, a tracking code installed on a website or e-commerce store. This allows you to analyze potential customers' interactions with your shop following their engagement with your ad.

Placements:

• Facebook feed
• Instagram feed
• Audience Network
• Messenger inbox

Recommended CTAs:

• ‘Buy’
• ‘Shop Now’
• ‘Order Now’

How to choose the right Meta campaign objective

Alright, now that you've got a good grasp of the different Facebook ad objectives, let's get into the fun part: choosing the right one for your strategy and goals. Don't sweat it if it feels like a big decision looming over you. 

We've broken down this process into 3 simple steps:

#1 Decide on your campaign goals and objectives

Let’s say you're running a small bakery and aiming to increase online orders by 15% in the second quarter. Your primary focus is boosting online sales, so you decide to measure success through a ROAS goal. After crunching the numbers, you determine that achieving a ROAS of 4.0 will ensure profitability. 

This becomes your primary goal, but you also set secondary goals, such as increasing website traffic and improving the click-through rate.

Your SMART goal looks something like this:

• Specific> Increase online orders by 15% in Q2
• Measurable > Achieve a ROAS of 4.0
• Achievable > With consistent revenue growth of 10% each quarter, a 15% increase in online orders seems feasible.
• Relevant > Enhancing online sales will contribute directly to overall revenue growth.
• Time-bound > Achieve these results within the three-month timeframe of Q2.

Step #2 Now choose your ad objective

Given your main goal of increasing online sales, the 'Conversion' ad objective seems like the perfect fit. You'll optimize your campaigns towards the 'Online Orders' conversion event to maximize results.

Step #3 Fine-tune your strategy

At the end of Q2, it's time to assess your progress and success based on your KPIs. Remember, this isn't a one-and-done deal. Constant monitoring and optimization are key to running a successful campaign.

Throughout the quarter, you'll regularly review ad performance, split-test different ad creatives, and copy, and tweak your campaign settings as needed. By staying agile and responsive, you'll maximize your chances of hitting—and even surpassing—your campaign goals.

Conclusion

In summary, Meta's refined campaign objectives provide advertisers and business owners with a cut-and-dry path to achieving their business goals. 

With a focused selection of objectives, advertisers and business owners can precisely target their campaigns to hit the bullseye of their overarching goals, whether it's building awareness, driving traffic, generating leads, or boosting sales.

It not only sets the tone for your campaign but also influences how Meta's algorithms optimize the delivery of your ads and how resources are allocated for the best ROAS. For streamlined acquisition and retargeting campaigns, Madgicx's Audience Launcher offers a game-changing solution. 

Launching your campaigns, regardless of their position in the funnel, is effortless with over 100 audiences ready for you to hit 'Launch.' Plus, with features like automatic exclusion of warm audiences, there's a clear focus on acquiring new customers. So why wait? 

Dip your feet with a  7-day FREE TRIAL.