New goals for managing Facebook advertising

Facebook is making changes to its advertising management, and this time the change concerns the choice of targeting for its advertising campaigns, says CEO of a prestigious SEO Company. At this time, you can choose a campaign goal from over 10 different options. The change will take the campaign tool toward a clearer breakdown based on commonly used marketing goals. So, what’s changing? You can read it in this blog post.

According to Facebook, the goal is to clarify the creation of campaigns. Ads Manager itself has undergone changes over the years, with the number of goal options already causing headaches right from the start of campaign creation. The change brings clarity to the choice of campaign goal and directs the implementer to choose the campaign choices and settings according to their own marketing goal.

This change is called “Outcome based Ads Manager,” translated into goal-based advertising management / campaign creation. In the future, the first step in creating a campaign, choosing a goal, will be based on marketing goals that are also widely used in plans. Here are six more goals:

  • Raising awareness (formerly brand awareness, coverage)
  • Transport
  • Commitment (past video impressions, posts, conversions)
  • Leads (formerly lead generation messages, conversions)
  • Application Marketing (application installations)
  • Sales (Conversions, List Sales, Store Visits)

The change will take place during 2022 and will not require any action from the Ads Manager user.

Creating an audience for specific ad categories

Adding a specific ad category will disable certain targeting options.

  • age, ad targeting age selection is not available. The default is 18-65+ years old.
  • location, you can select a city with a min. 15 km, targeting cannot be based on postcode.
  • points of interest are more limited availability.
  • If you have created saved audiences or dual audiences for your ad, you will not be able to use them without further editing.

So, pay attention to the visual content of your ad so that it addresses the audience you want. An ad can also be disapproved based on text if Facebook interprets the text as discriminatory. In that case, you’ll need to edit the text and ask for your ad to be re-approved.

The ad’s specific audience

You can create a special audience or get it done through a local SEO agency, for your ad that is similar to the dual creature audience **. ** A dual-target audience is a target audience used in Facebook advertising that consists of similar users as, for example, current / potential customers, visitors to the website, or Followers of some of the company’s channels.

Select the “ad target group”, choose the “source audience” you want to use (e.g. website visitors) and location. Facebook creates a similar audience based on its source audience, but it adheres to the specific ad category restrictions outlined above.

What next?

A special ad category is already in use and more changes are planned. Advertising tools are constantly being adapted to keep pace with the latest laws and regulations.

In addition to the special ad category, a change came into effect in January that removes discriminatory targeting options from advertising tools. These include sensitive topics related to user health, ethnic origin, political affiliation, religion, and sexual orientation. This change took effect on January 19, 2022.

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