Meta Facebook Ads Manager Advantage+ 2022

Ads Manager 2022 Webinar:
Navigating Changes on
ODAX and Meta Advantage
27 APR IL 2022
01 Why this matters
02 Meta Advantage
Agenda
03 Outcome-Driven Ads Experience (ODAX)
04 Frequently Asked Questions (FAQs)

01 Why this matters
02 Meta Advantage
Agenda

Digital asks marketers More people More times of day More surfaces
and agencies to make
sense of a wider, more
complex environment
than ever More formats More consumer
change
What audience is most
likely to take your
desired action?
Ask the right questions. Get the right answers.
01 Why this matters
02 Meta Advantage
Agenda

META AD VANTAGE
Our suite of ad automation tools

for marketers
META AD VANTAGE
Powers
Our suiteupofperformance
ad automation
to tools
help achieve
for marketers
more ambitious goals with less effort
EMPO WER
Introducing our Meta Advantage portfolio
Meta Advantage+ Meta Advantage

Automate an entire workflow from end-to-end Use automation to enhance key parts of a workflow
EMPO WER
Choose the automation option

that’s right for your goals
PRODUCT NAME CURRENTLY PRODUCT NAME CURRENTLY
Advantage+ App Campaigns Automated App Ads Advantage Destination Destination Automation
Advantage+ Placements Automatic Placements Advantage Detailed Targeting Detailed targeting expansion
Advantage+ Creative Dynamic experiences Advantage Catalog Video Dynamic Video
Advantage+ Catalog Ads Dynamic ads Advantage Lookalikes Lookalike expansion
Advantage+ Creative for Catalog Dynamic Formats and Creative Advantage Campaign Budget Campaign Budget Optimization
Advantage Text Multi-Text (& Library)

Our Automation Journey
01 02 03
Optimization Personalization Efficiency

Better results Deeper connections Less time and effort
Lower cost per install when using
15% Automated App Ads with dynamic ads
vs. manual app ads with dynamic ads1
01 OPTIMIZATION
Improving and
Lower cost per incremental
37% conversion among advertisers using
detailed targeting expansion2
sustaining results
Decrease in median CPA when using
17.3% lookalike expansion vs. using only
standard lookalike audiences
1. Meta internal test data; December 2021.

2. Based on 10 Conversion Lift studies in NA, LATAM, and EMEA, from May-July 2021,
testing whether Detailed Targeting Expansion (DTE) was more cost-effective on
conversion campaigns compared to those not utilizing Detailed Targeting Expansion.
3. 15 cross-vertical AB tests in NA, EMEA, and APAC, from April-May 2020.
02 PER S ONAL IZATION
02 PER S ONAL IZATION

Probability for better ad recall and
99%
Deep engagement
brand awareness when using 6 or
more placements (vs less than 5)1
at the right place and

the right time Lower CPA when using dynamic
3% experiences to automatically optimize
creatives2
1. Based on historical results from brand and conversion lift studies conducted between
Oct. 1, 2020 – Sept. 30 2021
2. Based on 54,834 ad sets during Jul 17, 2021 - Aug 1, 2021 and Aug 25, 2021 - Sept 6,
2021, where the eligible ad sets had a conversion type of link clicks, landing page views,
or offsite conversions, had media liquidity enabled, and also had revenue balance
between control and test1
03 EF F ICIENCY
Of US media buyers and strategists
77% say machine learning-enabled tools
Let the machine save significant amounts of time
help save you time

and effort
1 to 4 Hours per week saved on average
Facebook survey of 148 media buyers, US Oct 2019

“Using automated campaign tools
helps the performance of our
campaigns by putting ads in front
of a person where the person will
be the most receptive to it. Before
we had to do so much manual
budget shifting. Now we can use
that time on strategy.”
R AC H A EL CH UD O B A , MER KL E
Source: “4 Ways Machine Learning Can Make Media Buying More Strategic in 2020,”
Facebook IQ. February 26, 2020.
EMPO WER
Choose the automation option

that’s right for your goals
PRODUCT NAME CURRENTLY PRODUCT NAME CURRENTLY
Advantage+ App Campaigns Automated App Ads Advantage Destination Destination Automation
Advantage+ Placements Automatic Placements Advantage Detailed Targeting Detailed targeting expansion
Advantage+ Creative Dynamic experiences Advantage Catalog Video Dynamic Video
Advantage+ Catalog Ads Dynamic ads Advantage Lookalikes Lookalike expansion
Advantage+ Creative for Catalog Dynamic Formats and Creative Advantage Campaign Budget Campaign Budget Optimization
Advantage Text Multi-Text (& Library)

01 Why this matters
02 Meta Advantage
Agenda

What is ODAX?
ü Outcome-Driven Ads Experience
ü Redesign of the objective selection experience when
creating new campaigns to effectively guide
advertisers to optimal campaign setups
ü A move towards an Outcome-based Ads Manager,
where advertisers can select their designed business
outcomes. The interface will guide them to the most
optimal campaign setup/creation paths to achieve that
outcome.
What are the benefits
of ODAX?
01 Simplified objectives
02 Enabling cross-channel campaigns
03 Additional guidance
Legacy Objectives and ODAX Objectives Mapping
10 objectives will converge into 6 under ODAX, focusing on marketing funnel outcome.
CURRENT LEGACY NEW ODAX CURRENT LEGACY

OBJECTIVES OBJECTIVES OBJECTIVES LIVING
UNDER MULTIPLE
ODAX OBJECTIVES
Brand Awareness
Awareness
Reach Video Views
Traffic Traffic
Engagement Engagement
Messages
Lead Generation Leads
App Installs App Promotion Conversions
Catalog Sales Sales

ODAX OVERVIEW
ODAX Interface on Campaign Level

Previous/Legacy Flow: New/ODAX Flow:
1. Campaign Level 1. Campaign Level
PREVIOUS FLOW:
1. Campaign Level
ODAX OVERVIEW
Once you have the new

interface, take the ODAX
Ads Manager Interactive
Tour
ODAX OVERVIEW
Marketing Funnel Legacy Objective ODAX Objective
Brand Awareness
Reach Awareness
Awareness
Video Views Traffic
Traffic
ODAX Guide Overview Video Views

Messages Engagement
Consideration
Lead Generation Leads
Engagement
Engagement
Conversions
Leads
Conversion Catalog Sales
Sales
App Installs
App Promotion
Awareness
Solutions
LEGACY/PRE-ODAX OBJECTIVES:
• Brand Awareness
• Reach
• Video Views
• Traffic
AWARENESS SOLUTIONS
Brand Awareness
B U S I N E S S O B J E C T I V E : Build brand awareness & familiarity within a broad audience
T O P L I N E B E S T P R A C T I C E S : Optimize for Ad Recall Lift. Use both video and static assets.

1. Campaign Level
1. Campaign Level
PREVIOUS FLOW:
1. Campaign Level
2. Ad Set Level
Ad Set defaults to Ad Recall Lift Optimization

AWARENESS SOLUTIONS
Reach
B U S I N E S S O B J E C T I V E : Drive maximum reach at the lowest cost
T O P L I N E B E S T P R A C T I C E S : Optimize for Reach. Use both video and static assets.

2. Ad Set Level
Only choose Impressions optimization if you want to prioritize frequency over reach.
AWARENESS SOLUTIONS
Video Views (Awareness)

B U S I N E S S O B J E C T I V E : Drive maximum video views among a broad audience
O D A X N O T E : Video Views is available under both Awareness and Engagement objectives
Previous/Legacy Flow: New/ODAX Flow on Awareness Objective:

1. Campaign Level
2. Ad Set Level
2. Ad Set Level
2.1 Select optimization goal

AWARENESS SOLUTIONS
Traffic
B U S I N E S S O B J E C T I V E : Send people to any destination, such as your website, app, etc.
T O P L I N E B E S T P R A C T I C E : Optimize for Landing Page Views over Link Clicks when possible.

1. Campaign Level
1. Campaign Level
2. Ad Set Level
2.1 Choose where to drive traffic
PREVIOUS FLOW:
1. Campaign Level 2. Ad Set Level
2.1 Choose where to drive traffic
2.2 Select optimization goal based on your conversion location

Conversion
Optimization Goals
Location
Website Landing Page Views, Link Clicks, Daily Unique Reach, Impressions
App Link Clicks, Daily Unique Reach
Messenger Link Clicks, Daily Unique Reach, Impressions

2.2 Select optimization
WhatsApp Link Clicks, Daily Unique Reach, Impressions
goal at Ad Set level based
on traffic location choice Phone Call Calls, Link Clicks
Consideration
Solutions
• Video Views
• Messages
• Lead Generation
• Engagement
CONSIDERATION SOLUTIONS
Video Views (Engagement)

B U S I N E S S O B J E C T I V E : Drive maximum video views among a broad audience
O D A X N O T E : Video Views is available under both Awareness and Engagement objectives
Previous/Legacy Flow: New/ODAX Flow on Engagement Objective:

2. Ad Set Level
2.1 Select conversion location
1. Campaign Level
2. Ad Set Level

Messages (Engagement)
B U S I N E S S O B J E C T I V E : Build 1:1 conversations with potential customers
O D A X N O T E : Messages is available in both Engagement and Leads objectives
Previous/Legacy Flow: New/ODAX Flow on Engagement Objective:

2. Ad Set Level
2. Ad Set Level 2.1 Select ‘Messaging Apps’ as
2.1 Select ad type, conversion location
messaging apps and accounts
1. Campaign Level
2.2 Select ad type, messaging

apps and accounts; Optimization
defaults based on Ad type:
Optimization defaults based on Ad type:
Ad type Optimization Goal
Click to message Conversations
Sponsored
Sponsored message Impressions Impressions
message
Messages (Leads)
B U S I N E S S O B J E C T I V E : Drive leads directly via Messenger
O D A X N O T E : Messages is available in both Engagement and Leads objectives
Previous/Legacy Flow: New/ODAX Flow on Leads Objective:

2. Ad Set Level
2.1 Select ad type,
messaging apps and accounts
2. Ad Set Level
2.1 Select ‘Messenger’ as
1. Campaign Level conversion location
Optimization defaults based on Ad type:
Sponsored message Impressions 2.2 Facebook Page

Optimization defaults to Leads, the only option
Lead Generation
B U S I N E S S O B J E C T I V E : Collect leads for your business and build a high-value audience
T O P L I N E B E S T P R A C T I C E : Obtain more leads by minimizing friction on the process

2. Ad Set Level
2.1 Choose Lead method
1. Campaign Level
2. Ad Set Level
2.1 Choose Lead method 2.2 Select optimization goal
based on your Lead Method
Conversion *Conversion or App Events
Optimization Goals
Location (Set-up required on website/app)
Conversions*, Landing Page Lead, CompleteRegistration, Contact,

Website Views, Link Clicks, Impressions, FindLocation, Schedule, StartTrial,
Daily Unique Reach SubmitApplication, Subscribe
Instant Forms Leads, Conversion Leads N/A
Messenger Leads N/A
Calls Calls N/A

2.2 Select optimization goal Complete Registration, Complete Tutorial,
App Events*, Link Clicks, Daily
App Contact, Find Location, Schedule, Start Trial,
based on Lead Method choice Unique Reach
Submit Application, Subscribe
Engagement
B U S I N E S S O B J E C T I V E : Get more people to engage with the ad or page
N O T E : Recommended only for relevant engagement such as AR Filters or Event Ads

2. Ad Set Level
2.1 Select conversion location
2. Ad Set Level
1. Campaign Level
2.1 Choose optimization goal

based on Engagement type 2.2 Select optimization goal based on your conversion location
1.1 Choose Engagement objective
1.2 Choose Engagement type Conversion Location Optimization Goals
On Your Ad > Post Engagement Post Engagement, Impressions, Daily Unique Reach
Event Response, Impressions, Post Engagement,

On Your Ad > Event Response
Daily Unique Reach
Facebook Page Page Likes

Conversion
Solutions
• Conversions
• Catalog Sales
• App Installs
CONVERSION SOLUTIONS
Conversions
B U S I N E S S O B J E C T I V E : Get people to take specific actions within a website or an app
T O P L I N E B E S T P R A C T I C E : Future-proof your signals by installing Conversions API
Previous/Legacy Flow: ODAX:

The legacy Conversions objective lives under three ODAX objectives.
1. Campaign Level To decide which objective to use, look for the Conversion/App Event that is most
meaningful to your goal:
ODAX Conversion
Optimization Goals Conversion/App Events
Objective Location
AddToWishlist, Contact, CustomizeProduct,
Conversions, Landing Page Views,
Donate, FindLocation, PageView, Schedule,
Website Link Clicks, Impressions, Daily
2. Ad Set Level Unique Reach
Search, StartTrial, SubmitApplication,
Subscribe, ViewContent
2.1 Choose a Conversion event location
Engage- Achieve Level, Activate App, Add to Wishlist,
1. Campaign Level ment Complete Tutorial, Contact, Customize
Product, Donate, Find Location, In-App Ad
App Events, Link Clicks, Daily
App Click, In-App Ad Impression, Rate, Schedule,
Unique Reach
Search, Spent Credits, Start Trial, Submit
Application, Subscribe, Unlock Achievement,
View Content
Conversions, Landing Page Views, Lead, CompleteRegistration, Contact,

Website Link Clicks, Impressions, Daily FindLocation, Schedule, StartTrial,
Unique Reach SubmitApplication, Subscribe
Leads
Complete Registration, Complete Tutorial,
Unique Reach
Conversions, Value, Landing Page Purchase, InitiateCheckout, AddPaymentInfo,

Website Views, Link Clicks, Impressions, AddToCart, CompleteRegistration, Donate,
Daily Unique Reach StartTrial, Subscribe, ViewContent
Sales Purchase, Initiate Checkout, Add Payment

Info, Add to Cart, Complete Registration,
App Donate, In-App Ad Click, In-App Ad
Unique Reach
Impression, Spent Credits, Start Trial,
Subscribe, View Content
2.2 Select Pixel or App
2.3 Select Conversion/App Event Custom Conversions fall into an objective based on how they’re categorized - i.e. if categorized as Lead,
it will be found in the Leads objective, and if categorized as Purchase, it will be found in the Sales objective
Conversions (Engagement)
O D A X N O T E : Conversions is available under 3 ODAX Objectives (Engagement, Leads, Sales)
Previous/Legacy Flow: New/ODAX Flow under Engagement Objective:

2. Ad Set Level
2.1 Choose Website or App
2. Ad Set Level
1. Campaign Level

2.3 Select Conversion/App Event
ODAX Conversion
Objective Location
AddToWishlist, Contact, CustomizeProduct,
Conversions, Landing Page
Donate, FindLocation, PageView, Schedule,
Website Views, Link Clicks, Impressions,
Search, StartTrial, SubmitApplication, Subscribe,
Daily Unique Reach
ViewContent
Engage- Achieve Level, Activate App, Add to Wishlist,
ment Complete Tutorial, Contact, Customize Product,
2.2 Select Pixel or App App
Unique Reach
Donate, Find Location, In-App Ad Click, In-App Ad
Impression, Rate, Schedule, Search, Spent Credits,
2.3 Select Conversion/App Event Start Trial, Submit Application, Subscribe, Unlock
Achievement, View Content
Conversions (Leads)
Previous/Legacy Flow: New/ODAX Flow under Leads Objective:

2. Ad Set Level
2.1 Choose Website or App
2. Ad Set Level
1. Campaign Level

ODAX Conversion
Objective Location
Conversions, Landing Page Lead, CompleteRegistration, Contact,
Website Views, Link Clicks, Impressions, FindLocation, Schedule, StartTrial,
Daily Unique Reach SubmitApplication, Subscribe
2.2 Select Pixel or App Leads
Complete Registration, Complete Tutorial,
2.3 Select Conversion/App Event Unique Reach
Conversions (Sales)
Previous/Legacy Flow: New/ODAX Flow under Sales Objective:

2. Ad Set Level
2.1 Choose Website or/and App
2. Ad Set Level
1. Campaign Level

ODAX Conversion
Objective Location
Purchase, InitiateCheckout,
Conversions, Value, Landing Page
AddPaymentInfo, AddToCart,
Website Views, Link Clicks, Impressions,
CompleteRegistration, Donate, StartTrial,
Daily Unique Reach
Subscribe, ViewContent
Sales Purchase, Initiate Checkout, Add Payment
2.2 Select Pixel or App App Events, Link Clicks, Daily
Info, Add to Cart, Complete Registration,
App Donate, In-App Ad Click, In-App Ad
Unique Reach
2.3 Select Conversion/App Event Impression, Spent Credits, Start Trial,
Subscribe, View Content
Catalog Sales
B U S I N E S S O B J E C T I V E : Get people to take specific actions using your own product catalog

1.1 Select Sales objective
2. Ad Set Level
2. Ad Set Level 2.1 Choose ‘Conversion events’
2.1 Choose ‘Conversion events’ as optimization goal
as optimization goal
1. Campaign Level
2.2 Select Event type

2.3 Select Product Set
2.2 Select Event type
2.3 Select Product Set
1.2 Toggle Catalog after campaign creation
1.1 Select Catalog Sales objective
1.2 Select Catalog
1.3 Edit Catalog Manager as needed (link leads to Commerce Manager)

Catalog Sales (Collaborative Ads)

B U S I N E S S O B J E C T I V E : Get people to take specific actions using your
partner’s product catalog (via Collaborative Ads)

1.1 Toggle Collaborative Ads and Select a partner
Note: Toggling
Collaborative Ads will
filter your objective
options to Traffic and
Sales
1.1 Toggle Collaborative Ads & Select a partner

1.2 Select Catalog Sales objective
1.3 Select Catalog
App Ads (Installs, Events)

B U S I N E S S O B J E C T I V E : Get people to download the app or engage with the app
T O P L I N E B E S T P R A C T I C E : Install SDK events mapped against consumer journey

1.1 Choose App promotion
objective
1.2 Choose campaign type
1. Campaign Level
2. Ad Set Level
2. Ad Set Level 2.1 Choose App to promote
2.1 Choose App to promote 2.2 Select optimization goal
based on campaign type
1.1 Choose App Installs objective

1.2 Choose campaign type
Campaign Type Optimization Goals
Automated App Ads App Installs, App Installs with App Events, App Events, Value
App Ads App Installs, App Events, Value, Link Clicks

ODAX OVERVIEW
Reminder:
Take the ODAX Ads
Manager Interactive Tour
once available in your ad
account
01 Why this matters
02 Meta Advantage
Agenda

META ADS MANAGER 2022 WEBINAR: ODAX FAQs
When will I see these changes • April 2022: 25% roll-out

in Ads Manager? • H2 2022: 100% roll-out
• In Ads Manager, click “Create”. If you see 11 campaign

How can I check if I have objective options, you are still in the previous
access to the new experience? experience. If you see 6, it means you have access to
the new experience.
Is Reach & Frequency (R&F) • No, R&F is not yet available. We will update the
buy type already available in microsite when we have timelines to share regarding
ODAX? R&F availability.

• Any campaigns created before the new objective

rollout will not be impacted and you will still be able to
edit or duplicate your legacy campaigns.
Will this impact new and • New campaigns will default to the new, simplified
model.
existing campaigns? • We will continue to support campaigns created using
legacy objectives through 2022. This includes
duplicating legacy campaigns and objectives.
Will optimizations be • Optimizations aren't getting removed, sunset, or

altered. However, they may be shuffled around and
impacted? made available under certain objectives.
• Custom Conversion events are derived from the

What is the impact of ODAX standard events. Therefore, custom events can be
on Custom Conversions? created, and are available, only to the specific
campaign objective that supports them.
Campaign Level: Because we are consolidating objectives, you

will see an increase of “mixed case” campaigns displayed in the
Ads Manager table. Depending on which ODAX objective you
use, you may see an increase of dashes in the metrics column
at the campaign tab.
Ad Set Level: We will display metrics depending on your
campaign selection, but no actual metrics should be impacted.
How will ODAX impact Ads Ad Level: Ad-level metrics are not impacted.
Manager Reporting?
In order to compare non-ODAX vs. ODAX campaigns in
Reporting, we are adding the following three filters in Ads
Manager:
1. Filter by product catalog id
2. Filter by having a product catalog
3. Filter by conversion location
01 Why this matters
02 Meta Advantage
Agenda

Ads Manager 2022 Webinar:
Navigating Changes on
ODAX and Meta Advantage
27 APR IL 2022

Meta Facebook Ads Manager Advantage+ 2022

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Ads Manager 2022 Webinar:

04 Frequently Asked Questions (FAQs)

04 Frequently Asked Questions (FAQs)

04 Frequently Asked Questions (FAQs)

Our suite of ad automation tools

Introducing our Meta Advantage portfolio

Meta Advantage+ Meta Advantage

Choose the automation option

Advantage+ Creative Dynamic experiences Advantage Catalog Video Dynamic Video

Advantage+ Catalog Ads Dynamic ads Advantage Lookalikes Lookalike expansion

Advantage Text Multi-Text (& Library)

Optimization Personalization Efficiency

1. Meta internal test data; December 2021.

02 PER S ONAL IZATION

at the right place and

Let the machine save significant amounts of time

help save you time

Facebook survey of 148 media buyers, US Oct 2019

Choose the automation option

Advantage+ Creative Dynamic experiences Advantage Catalog Video Dynamic Video

Advantage+ Catalog Ads Dynamic ads Advantage Lookalikes Lookalike expansion

Advantage Text Multi-Text (& Library)

04 Frequently Asked Questions (FAQs)

02 Enabling cross-channel campaigns

CURRENT LEGACY NEW ODAX CURRENT LEGACY

Reach Video Views

App Installs App Promotion Conversions

Catalog Sales Sales

ODAX Interface on Campaign Level

1. Campaign Level 1. Campaign Level

Once you have the new

Marketing Funnel Legacy Objective ODAX Objective

ODAX Guide Overview Video Views

Previous/Legacy Flow: New/ODAX Flow:

Ad Set defaults to Ad Recall Lift Optimization

Previous/Legacy Flow: New/ODAX Flow:

Video Views (Awareness)

Previous/Legacy Flow: New/ODAX Flow on Awareness Objective:

2.1 Select optimization goal

Previous/Legacy Flow: New/ODAX Flow:

2.2 Select optimization goal based on your conversion location

App Link Clicks, Daily Unique Reach

Messenger Link Clicks, Daily Unique Reach, Impressions

Video Views (Engagement)

Previous/Legacy Flow: New/ODAX Flow on Engagement Objective:

2.1 Select optimization goal

2.1 Select optimization goal

Previous/Legacy Flow: New/ODAX Flow on Engagement Objective:

2.2 Select ad type, messaging

Previous/Legacy Flow: New/ODAX Flow on Leads Objective:

Optimization defaults based on Ad type:

Ad type Optimization Goal

Click to message Conversations

Sponsored message Impressions 2.2 Facebook Page

Previous/Legacy Flow: New/ODAX Flow:

Conversions*, Landing Page Lead, CompleteRegistration, Contact,

Instant Forms Leads, Conversion Leads N/A

Messenger Leads N/A

Calls Calls N/A

Previous/Legacy Flow: New/ODAX Flow:

2.1 Choose optimization goal

Event Response, Impressions, Post Engagement,

Facebook Page Page Likes

Previous/Legacy Flow: ODAX: