What do you want this ad to do? That’s the question advertisers will face starting today when launching a Facebook advertising campaign. The social network announced back in August that it would simplify the types of ad units available. That move was certainly “liked” by marketers who had grown ever more confused by Facebook’s system of “ad unit formerly known as…” and the need to split dollars across ad unit types at a campaign’s onset to find the best performer.
Facebook’s announcement today that campaigns will be run according to objective and automatically optimized to the best performing vehicle appears to be a continued move toward a simplified ad buying experience. Beyond that, Facebook is cleverly setting up their ad interface to justify the ad purchase. Rather than wonder whether the ad will accomplish the objective, Facebook has advertisers buying the objective.
So what does this mean for you? Starting today, you can connect the strategy you had in mind directly to your advertising or be prompted to determine a strategy before you put dollars behind it. The preset objectives range from driving general web traffic to RSVPs to e-commerce and POS interactions. Ad manager insights will now include the objective measure so that you can track your success on the following objectives:
- Clicks to website
- Website conversions
- Page post engagement
- Page likes
- App installs
- App engagement
- In-store offer claims
- Event responses
Facebook makes a smart evolution by starting the process at the end. Because in the end, most advertisers are less concerned about the means and more concerned about the end result.