Campaign Structure

ODAX Framework

In 2022, Meta introduced Outcome-Driven Ad Experiences (ODAX)—a simplified objective structure now fully rolled out across Facebook, Instagram, and Threads.

Old vs. New Objectives

| Old Structure (11 objectives) | New ODAX (6 objectives) | |------------------------------|-------------------------| | Brand Awareness | → Awareness | | Reach | → Awareness | | Traffic | → Traffic | | Engagement | → Engagement | | App Installs | → App Promotion | | Video Views | → Awareness/Engagement | | Lead Generation | → Leads | | Messages | → Engagement/Leads | | Conversions | → Sales | | Catalog Sales | → Sales | | Store Traffic | → Awareness |

Campaign Objectives

1. Awareness

Goal: Maximize reach and brand recall

Best For:

• New brand launches
• Product announcements
• Event promotion
• Top-of-funnel campaigns

Optimization Options:

• Reach (maximize unique users)
• Brand Awareness (maximize ad recall lift)
• Video Views (ThruPlay, 2-second views)

Key Metrics: Reach, Frequency, CPM, Ad Recall Lift

2. Traffic

Goal: Drive visits to a destination

Best For:

• Blog content promotion
• Landing page visits
• App deep links
• Product page views

Optimization Options:

• Link Clicks
• Landing Page Views (recommended)
• Daily Unique Reach

Key Metrics: CPC, CTR, Landing Page Views, Bounce Rate

Tip: Always optimize for Landing Page Views over Link Clicks—it filters out accidental clicks and bot traffic.

3. Engagement

Goal: Get interactions with your content

Best For:

• Growing page followers
• Increasing post engagement
• Event responses
• Messenger conversations

Optimization Options:

• Post Engagement
• Page Likes
• Event Responses
• Messaging Conversations

Key Metrics: Engagement Rate, Cost per Engagement, Page Likes

4. Leads

Goal: Collect prospect information

Best For:

• B2B lead generation
• Newsletter signups
• Quote requests
• Webinar registrations

Optimization Options:

• Instant Forms (native Meta forms)
• Website Conversions
• Messenger/WhatsApp leads
• Calls

Key Metrics: Cost per Lead, Lead Quality Score, Form Completion Rate

5. App Promotion

Goal: Drive app installs and engagement

Best For:

• Mobile app installs
• In-app purchases
• App re-engagement
• Mobile gaming

Optimization Options:

• App Installs
• App Events
• Value Optimization

Key Metrics: Cost per Install, ROAS, Retention Rate

6. Sales

Goal: Drive purchases and conversions

Best For:

• E-commerce transactions
• High-value conversions
• Catalog sales
• Retargeting campaigns

Optimization Options:

• Conversions
• Value (ROAS optimization)
• Catalog Sales

Key Metrics: ROAS, Cost per Purchase, Conversion Rate, AOV

Campaign Hierarchy

Meta Ads uses a three-tier structure:

Campaign (Objective, Budget Strategy)
  └── Ad Set (Audience, Placements, Schedule, Budget)
       └── Ads (Creative, Copy, CTA)

Campaign Level

Decisions made at campaign level:

• Objective (Awareness, Traffic, Sales, etc.)
• Special Categories (Housing, Credit, Employment, Politics)
• Budget Type (CBO vs. ABO)
• Bid Strategy (Lowest Cost, Cost Cap, Bid Cap)
• A/B Testing (Campaign-level tests)

Ad Set Level

Decisions made at ad set level:

• Audience (targeting parameters)
• Placements (where ads appear)
• Schedule (start/end dates, dayparting)
• Budget (if using ABO)
• Optimization Event (what to optimize for)
• Attribution Window (7-day click, 1-day view, etc.)

Ad Level

Decisions made at ad level:

• Format (single image, video, carousel, etc.)
• Creative (images, videos)
• Primary Text (main copy)
• Headline and Description
• Call-to-Action button
• Destination URL

Budget Structure

Campaign Budget Optimization (CBO)

Budget set at campaign level, distributed by algorithm:

Campaign Budget: $100/day
  └── Ad Set A: $40 (algorithm allocated)
  └── Ad Set B: $35 (algorithm allocated)
  └── Ad Set C: $25 (algorithm allocated)

Pros:

• Algorithm finds best performers
• Less manual optimization
• Better for scaling

Cons:

• Less control over spend distribution
• Can starve new ad sets
• Harder to test specific audiences

Ad Set Budget Optimization (ABO)

Budget set at ad set level:

Campaign
  └── Ad Set A: $50/day (fixed)
  └── Ad Set B: $30/day (fixed)
  └── Ad Set C: $20/day (fixed)

Pros:

• Full control over allocation
• Better for testing
• Predictable spend

Cons:

• More manual management
• May miss optimization opportunities

Budget Recommendations

| Daily Budget | Use Case | |--------------|----------| | $10-20 | Testing, small businesses | | $50-100 | Standard campaigns | | $200-500 | Scaling proven campaigns | | $1000+ | Large-scale acquisition |

Rule of Thumb: Budget should allow 50+ optimization events per week for effective learning.

Full-Funnel Strategy

Successful Meta advertisers run multiple campaigns across the funnel:

Top of Funnel (TOFU) - Awareness

Objective: Awareness or Traffic Audience: Broad, Lookalike 3-10%, Interest-based Creative: Educational, entertaining, brand-focused Budget: 20-40% of total spend

Middle of Funnel (MOFU) - Consideration

Objective: Traffic, Engagement, or Video Views Audience: Engaged users, video viewers, website visitors Creative: Product demos, testimonials, comparisons Budget: 20-30% of total spend

Bottom of Funnel (BOFU) - Conversion

Objective: Sales or Leads Audience: Add-to-cart, past purchasers, high-intent Creative: Offers, urgency, social proof Budget: 40-50% of total spend

Example Full-Funnel Structure

TOFU Campaign - Prospecting
  └── Ad Set: Broad US 18-65
  └── Ad Set: Lookalike 3% Purchasers

MOFU Campaign - Engagement
  └── Ad Set: Video Viewers 50%+
  └── Ad Set: Website Visitors 30 days

BOFU Campaign - Conversion
  └── Ad Set: Add to Cart 7 days
  └── Ad Set: Past Purchasers (upsell)

Campaign Naming Conventions

Consistent naming makes reporting and optimization easier:

Recommended Format

[Objective]_[Funnel]_[Audience]_[Date]

Examples:
Sales_BOFU_Retarget-ATC-7d_2025-01
Traffic_TOFU_LAL-3%-Purchasers_2025-01
Leads_MOFU_Interest-Fitness_2025-01

Ad Set Naming

[Audience Type]_[Targeting Details]_[Placements]

Examples:
LAL_1%-Purchasers_AllPlacements
Custom_WebVisitors-30d_Feed-Stories
Broad_US-25-45_Advantage+

Ad Naming

[Format]_[Creative Theme]_[Variation]

Examples:
Video_Testimonial_Sarah-30s
Carousel_ProductShowcase_V2
Image_LifestyleShot_Blue-CTA