Facebook Campaign Objective Changes

In order to better match and simplify advertising and marketing goals, Meta has changed the campaign-level goal interface. The original 11 goals have been changed to six: Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. This update will cover 50% of advertisers in July 2024.

Awareness: Show ads to users who are most likely to remember your ads. Segment goal: Reach/Brand awareness/Video views/Store location features
Traffic: Send users to websites, apps, Facebook events. Segment goal: Link clicks/Landing page views
Engagement: Get more video views, post likes, homepage interactions, or event responses. Segment goal: Messages/Video views/Post engagement
Leads: Collect leads for your business or brand. Segment goal: Instant forms/Messages/Calls/Sign ups
App Promotion: Find new users who will download your app and continue to use it. Segment goal: App installs/App events
Sales: Find the audience most likely to buy your products and services. Segment goal: Conversions/Catalog sales/Messages

Advantage+App (AAA) automatic application advertising suggestions

Meta is launching a new ad suggestion feature in Advantage+ App ads (AAA automatic app ads). This new feature was developed to help advertisers discover the best creatives from existing ads. Advertisers with existing manual app ads can import creatives into new Advantage+ App marketing campaigns.
With built-in dynamic creative optimization, advertisers can upload up to 50 separate images or videos, 5 body text options, and 5 headlines, and the system will dynamically create multiple ad versions based on the ad creatives that may resonate with the audience.
When setting up a new Advantage+ App ad, advertisers will see a new module below their optimization selections, where recommended creatives will be displayed. Advertisers can import recommended ads directly from this section and can choose to import all, some, or none of the recommended ads. After importing recommended ads, they will be automatically saved as drafts and can be published at any time.
If used in conjunction with dynamic ads, advertisers can also select images from a product catalog when creating an ad group, without having to create separate ads for each product.

Best Practices for App Advertisers

Meta summarizes the APP regulatory solutions based on best practices and compiles a best practices document for advertisers for reference. Advertisers interested in the document can reply “APP best practices” in the background of the official account to obtain the English document.

Meta Q2 Brand Safety Summary

The quarterly Brand Safety Summary is a must-read for Meta’s advertisers, covering topics from product and policy to programs and partnerships. This quarter’s edition covers April 1 to June 30, 2022, and specifically includes the following information:

• How Meta ensures technology keeps businesses safe: 40,000+ people working on brand safety, over $1.6 billion invested since 2016. – Findings from past Community Standards Enforcement Reports: The prevalence of harmful content on Facebook and Instagram declined in certain policy areas, primarily due to improvements to our technology. – Independent evaluation of the report found that the metrics are fairly represented