# Huge Facebook Ads Change! ODAX is here... Channel: Ben Heath Video: https://www.youtube.com/watch?v=B5copP5YU4g Duration: 7 min Language: English Words: 1710 Transcript page: https://viewrankai.com/tools/youtube-transcript/B5copP5YU4g --- [0:00] right now we're in the middle of a really big facebook ads change it's called odac's and this is what it looks like some of you will already have this in your facebook ad account for those of you that don't it's coming in this video i'm going to explain what this change means the impact that it will have and what you need to do about it as a facebook and instagram advertiser so odac stands for outcome driven ad experiences and it's facebook's way of simplifying their campaign objectives not just simplifying by the way they're also making some changes to delivery and the machine learning process which i'll [0:30] talk about later on make sure you stick around for that that's very important but they are simplifying their campaign objective menu and i think that's a good thing it had gotten a bit bloated um we had about 11 before and that's just too many it's too confusing for new facebook advertisers to get their head around this menu of six makes a lot more sense to me but obviously if you're used to doing things under the previous system you now need to know how to translate that over to the new campaign objective menu so we'll start that then we'll talk about the changes to delivery because that's really key so if you were earning [0:59] a direct offer strategy where you're directly looking to generate conversions um via your website that's now been split up into two different options you've now got leads and you've got sales which again makes a lot of sense if you're new to facebook ads you select conversions you're like what does that mean leads or sales it's fairly self-explanatory so let's say for example you were running direct to offer that's by the way you know you're directly advertising your product or service to cold audiences getting them to come to your website and either purchase or inquire and you would say you only direct your offer and you say [1:27] you have your advertising free consultations okay as as your offer in a conversion cap what used to be a conversion campaign now a lead campaign if we click on this and click continue and then jump to the ad set level you will see interestingly enough that the default is instant forms now that's the equivalent of the previous lead generation um campaign objective to sort of thing i'm sure you're familiar with when someone clicks on an ad they're presented with a lead form as opposed to going through to someone's website if you want the previous conversion campaign coming through to your website type setup for generating leads you want [2:01] to go ahead and select website from then on it can function exactly as it used to okay so that's the the first option if we then close that down jump to the campaign level click create again and go with the other side of director offer so this is going to be your e-commerce businesses oh by the way don't worry about advantage plus i'm going to explain more about that in a whole separate video for now just go with manual sales um campaign right and if we jump to the ad set level we can see that the other side of what used to be conversions the sales side is [2:29] already defaulted to websites that's going to be e-commerce businesses looking to generate purchases businesses may be looking to um get someone to book something and purchase it on their website it could be book a hotel room restaurant table something like that right ecommerce being probably the most most common example so if you were running conversion campaign sending people through to your website those are the two setups obviously if you're running lead generation campaigns previously then you just want to go with leads as the default if we close that down and talk about some of the other options that are important the next one i'll talk about is awareness oh and by [2:59] the way you can see down here when you select one of these you say good for reach brand awareness video views so you get the idea of what these new campaign objectives correspond to in terms of the previous campaign objectives um that facebook used to use so awareness is what i'd like you to use if you're using the omnipresent content strategy if you don't know what that is it's an awesome strategy relatively new deliver fantastic results i'll put a link in the description below to another video talking all about that it's the one that's called i found a better way to advertise on facebook so i'd [3:28] recommend you check that out if you don't know what that is already but we use awareness here instead of reach it's going to function in much the same way traffic is the same as it was before nothing really doing there the only times i'm going to use that is if i'm advertising a blog post or something like that or if i can't track conversions by my website so let's say i'm sending people to an amazon page we can't track the conversions therefore we're going to go ahead and use traffic next option i want to talk about is if you're running say a page likes campaign and those who follow my content might [3:56] know that i'm quite a fan of doing that at least at the beginning of your facebook ads journey because it helps get some likes on your page it helps you build a bit of a presence a bit of a following and just make you look credible on the platform it's not necessarily going to translate into customers but it makes you look credible and if people go and check you out they might be more likely to convert now the way you do this because this has changed is you go ahead and select engagement click continue and then jump over to the ad set level and then you want to scroll [4:21] down and select facebook page obviously make sure you've got the right facebook page selected if you've got multiple and then you can go ahead and run this ad and this is going to get some engagement on your facebook page send people directly to your facebook page get some likes help you build a bit of a presence it's not a massive thing but important priming your facebook page is what i call it early on is a good idea right so if i close this down we bring the campaign objective menu back up that's the i mean that promotion still works very similarly so that's the main way [4:48] you go about doing things if there's anything that you used to like and you can't find just scroll through and you can see these good fours you know you click on engagement see good for messages video views placement engagement you get an idea of how things used to perform this is much simpler this is better it's also very interestingly affecting the delivery system that facebook is using and this is something i want to cover because it's very very important before conversion campaigns both ones are designed to generate leads via your website and once designed to generate sales by your website they functioned quite similarly from an [5:18] optimization of machine learning process so facebook would work out things like okay this is a conversion campaign we know that on average we want to generate six impressions per 48 hours per person that we're advertising to that's better than spreading out all the impressions that helps us convert or we know that the best time of day to advertise is 6 p.m then again at 8 a.m then again at 2 p.m all those sorts of various things part of facebook's machine learning process which helps us all get better results with this system splitting out the leads and the sales means that they can now optimize and learn independently so they may well be [5:54] that the optimum number of impressions of an ad to get someone to become a lead value website might be say six but the optimal number of impressions to get someone to purchase via your website might be nine well that difference can now come to bear can now actually happen in your facebook ad account as your campaigns learn and as they improve what does that mean that means that as a facebook advertiser if you've got campaigns that were under the old system and let's say they've dropped off in performance and they're struggling a little bit i'd strongly recommend that you recreate them under the new system it's highly likely [6:29] that's going to help improve performance because this is how facebook wants campaigns to optimize under the new setup if you've got campaigns that were running for under the previous system and they're still doing great don't touch it that's like rule number one of facebook ads don't mess with with them with campaigns that are delivering great results but if you are seeing a drop off recreate them i think you're gonna find that helpful now with all the changes going on with facebook and instagram ads right now it can be very hard to keep up very hard to work out the best way to do things and quite frankly if you don't [6:56] want to have to do that yourself we can do it for you we create manage and optimize facebook and instagram campaigns for our clients if you're interested click on the link in the description below take you to a page on our website and you can find out more information about our services and odax isn't the only big change happening to facebook ads right now a ton of targeting options have disappeared recently and that has changed the game when it comes to targeting on facebook in this video i show you exactly how you should set up your targeting on facebook now that these changes have come into [7:20] effect i'd strongly recommend you check it out --- About this transcript Read from YouTube's own caption track and laid out by ViewRank AI (https://viewrankai.com). 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