To simplify mobile ads objectives, Facebook has deprecated several objectives, including Canvas App Engagement (CAE), Canvas App Installs (CAI), Mobile App Installs (MAI), and Mobile App Engagement (MAE). These were known as CAE, MAE, CAI, and MAI respectively.
To align with these enhancements, Marin Social has updated objectives and workflows for mobile and desktop apps. Prior to Facebook's updates, separate objectives were available for each of the four different types of app campaigns. After the updates, however, please note the following changes:
There is no deprecation of support or features, rather a merge and streamlining of desktop and mobile app campaign management. Advertisers will also find an enhanced ad creation workflow in Marin Social’s Bulk Creator to reflect the updates noted above.
New options will be available for selecting desktop and mobile app creatives in the Ad Types drop-down in the Bulk Creator. You can find these under the Initialization section.
Once advertisers create a campaign and select either the Outside Traffic or Conversions objective, the following Ad Type options will be available for selection in the drop-down menu:
Relevant options for advertisers driving app engagement campaigns are:
Advertisers can also select the Carousel Ads option, which is an engaging ad unit that supports a combination of images and videos to drive app engagement.
With the change of objectives comes a change in the duplication behavior of legacy app campaigns. Below is a summary of changes advertisers can expect to see in Marin Social when duplicating Campaigns:
The Suggested Video placement option is now available to pair with Video Views, Brand Awareness, Post Engagement, and Mobile App Install objectives. The Suggested Videos placement offers an opportunity for advertisers to reach audiences by delivering video ads in a player of suggested videos. When a user clicks on a video from their desktop or mobile News Feed, they will watch it in a player of suggested videos. With this placement, advertisers can insert video ads between the suggested videos.
Suggested Video placement requires the Feed placement option to be selected.
We have now incorporated search bars into drop-downs for a more streamlined navigation process. Now, instead of using drop-downs with a long list of selection options, you can search through the available options to find the one you need quickly and easily.
When you use duplication workflows at the ad level, ad set level, or within Mass Editor, you will be able to search for objects with this enhancement. Audiences lists in the Message Booster UI are now searchable as well.
Main KPI selection will now incorporate the option to select the Engagement metric.