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Meta Announces Updates to its Ad Campaign Set-Up Process to Better Align with Primary Objectives

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Meta Announces Updates to its Ad Campaign Set-Up Process to Better Align with Primary Objectives


It’s a little late in the year for significant system shifts, but Meta has snuck in one more update ahead of the holiday break, with the announcement that it’s making some big changes to its ad objective listings in Ads Manager, in order to simplify and streamline the campaign set-up process by enhancing the focus on the most practically relevant options and tools.

As explained by Meta:

In order to effectively guide advertisers to optimal campaign setups, we’re redesigning the objective selection experience when creating new campaigns in Ads Manager. We’re moving to an outcome-driven ad experiences model (ODAX), where advertisers can select their designed business outcomes (e.g. Awareness, Traffic, Engagement, Leads, App Promotion, Sales) and the interface will guide advertisers to the most optimal campaign setup/creation paths to achieve that outcome.

That will mean that the Ads Manager interface will get an overhaul, which you can see in the below screenshots, with the current set-up process on the left, and the new, ODAX system on the right:

The main difference, as you’ll note, is the reduction in objective options from 11 to 6, and a move away from the ‘Awareness’, ‘Consideration’ ‘Conversion’ banners, in order to make it clearer what each objective stream actually is, and how they can be used in your promotions.

Which make sense. Those segments are more aligned with ad industry lingo, which your regular SMB owner is probably not as familiar with, and by stripping the objective options back even further, that could make it easier for newcomers to generate better results, by honing their options onto the ad tools and processes that will work best for their aims and objectives.

You can see thew shift in objective alignment in this chart:

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Meta ad set-up process

Meta says that the changes, which will mostly impact advertisers that use Conversions, Messages, and Video Views campaigns, will be gradually rolled out through 2022, so there’s no set date, as such, for a switchover or change, but you will see it come through at some stage.

Right now, Meta is alerting those that use its ads API to update their processes in line with the change ahead of any impacts – so if you’re an everyday advertiser, it won’t be a major change straight away. But a change is coming, which will impact your Facebook and Instagram ads process.

It could be good, with a more streamlined, simplified ad set-up system, helping to better align your campaigns with your actual, desired objective. But it could be limiting in some ways too.

We won’t know for sure until the new system is launched sometime in the new year.



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Google Announces New Search Updates Which Will Put More Emphasis on Content Depth

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Google's Latest Core Search Update is Rolling Out from Today

Google has announced some key updates to its Search algorithms which will look to highlight more valuable results, created for humans, as opposed to web pages that have been designed purely with SERP ranking in mind.

Google’s main target with these new updates is low quality aggregator sites, which aim to match up with common search terms in order to suck in more Search traffic.

Now, Google says that it will put more emphasis on content quality and depth, which could spark a change in broader SEO approach.

As explained by Google:

Next week, we’ll launch the “helpful content update” to tackle content that seems to have been primarily created for ranking well in search engines rather than to help or inform people. This ranking update will help make sure that unoriginal, low quality content doesn’t rank highly in Search, and our testing has found it will especially improve results related to online education, as well as arts and entertainment, shopping and tech-related content.”

The update, as Google says, is aimed at low quality sites that have been constructed purely to game the algorithm, by including specific keyword matches and data notes that align with key Google search trends.

In other words, if you’re creating shallow content based purely on keyword matching, in order to rank in Search, you may soon see a dip in your SERP rankings.

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“For example, if you search for information about a new movie, you might have previously seen articles that aggregated reviews from other sites without adding perspectives beyond what’s available elsewhere. This isn’t very helpful if you’re expecting to read something new. With this update, you’ll see more results with unique, authentic information, so you’re more likely to read something you haven’t seen before.”

As always, Google wants to ensure that users get the most relevant, helpful results, which are generally not provided by aggregator sites or those constructed purely with Search rankings in mind. That could reduce the value of common SEO tactics, like using exact search terms in your headers, and keyword stuffing (which is already bad practice).

The change shouldn’t impact sites that are genuinely creating helpful, in-depth content on a specific topic. Really, the bottom line is that you should be creating content with your audience in mind, with Search being an afterthought in the process.

Though it’s difficult to give specific guidance, as we don’t know what the full impacts will be at this stage. Again, it shouldn’t impact most sites, which are not designed to game Google’s systems, but it may be worth keeping an eye on your Analytics data in the coming months.

Google’s also announced a new update to its review ranking process, designed to surface quality, helpful reviews in Search results.

“Last year, we kicked off a series of updates to show more helpful, in-depth reviews based on first-hand expertise in search results. We’ve continued to refine these systems, and in the coming weeks, we’ll roll out another update to make it even easier to find high-quality, original reviews. We’ll continue this work to make sure you find the most useful information when you’re researching a purchase on the web.”

Similar to the helpful content update, Google’s review focus is designed to highlight more product reviews that share in-depth research, ‘rather than thin content that simply summarizes a bunch of products’.

So if you’re looking to incorporate product reviews and UGC into your website, you’ll want to try to include more in-depth info, as opposed to quick hitter quotes and one-liners.

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Again, the main focus for Google is to keep providing quality, informative results in Search, which answer the questions that searchers have when they come to its apps. The better you can do this, in detail, the better your Search performance should theoretically be.

It’d not always this simple, but these updates underline Google’s focus on providing more in-depth responses and original content, as opposed to summarized, aggregated answers.   

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