How would you improve Facebook Ads Manager?

Ads viewers: login on platform, look at content on newsfeed, stories, timelines etc and come across ads. can choose to click or skip ads and keep scrolling or close app.

Ads manager business holders:

Set target audience based on demographics , technographics etc

and show ads ( ads can be of various types)

if user clicks and come to their links , their goal is achieved for acquisition of users.

Metric	Ad viewers	ad creators
Acquisition	impressions /user	% targetted users viewing ads
Engagement	%users looking at at and scrolling carousel	%targetted users looking at at and scrolling carousel
Conversion	clicks / user	% targetted users clicking ads
Retention	%users clicking on same business ads	%targetted audience returning again
Revenue	Impressions revenue , clicks revenue

Metric to be chosen for improvement depends on:

largest drop in the funnel , size of segment, impact on revenue ,

users that are easy to convince

based on above metrics, if we see we have a decent % of users having impression, our scope increases to further make them click and not just view ads.

Metric for improvement: Conversion for ad viewers (CTR on ads)

SEGMENTATION

User technographic and demographic
1. Device, OS,Age, language, gender, location , rural/ urban etc
User behaviour in session
1. are users generally that active on platform,
2. avg session length,
3. scroll depth,
4. interaction with other content on platform
User drop in funnel
1. How many times do they see same ad and skip clicking
2. do they go off platform on viewing ad or just continue scrolling down
Feature : Ads types, ads use cases

Based on above choose a segment:

large in size , will have a measurable impact, easy in terms of effort,having high drop in ctr compared to avg or median, highly underserved

PAIN POINTS

Time: user don't have time to shop/ view at that time, it takes too much time to go to other link and browse
Social : ppl don't want other ppl to know what you liked or viewed or ppl usually need social proof of how many ppl are already doing same action
Thought: ppl don't want to think about
Routine: ppl are not used to clicking on ads and going to another link
Trust: ppl don't trust the page of ad poster , verified or not
Intent fit : ppl are simply not interested in that type of product
Money: the ad shown is little over budget or quality is not as expected based on past user experience

IDEAS

1) Improve algorithm for intent based on past actions

2) verified user profile and giving more assurity to users

3)show a social proof with how other ppl are pursuing this

4) have a sfl for ads

5) put it in reminder box where FB is allowed to send them message / notification to bring back to ad

6)to save time have some facts as a tldr on top of ad with some highlights / facts about product or company or event etc for which they are looking at ad

7)educate / give training to ad creators more for targeting segments

8) If we identify user is not clicking due to budget constraints or quality issues then have them look at similar ads of lower range even with other business , or a brand with upgraded quality. We can make assumptions easier by taking a quick survey everytime a user decides not to click on ad and knowing their pain points or even refer to voc da

We will select an idea based on :

size ,
impact,
cost,
if something similar has been done on other products in meta ,
we are not having any trust or security violations,
we are not cannibalizing any feature

After selecting an idea we will also look at some pros and cons of each feature

Leonardo Fernandes · Answer 2 · 2022-01-09T20:53:20+0000

1) Describe Product

Just to make sure we are on the same page. We are talking about the product where people can manage and create ads on Facebook. While creating the ads, people can choose the target audience, the type of post, the budget, and the goal. Is my understanding right?

2) Clarification

Ok, are we talking just about the Ads Manager, the section where people create campaigns or the Business Suite as a whole?
- Ads Manager only.
Ok, and are we considering the whole process of creating an Ad, or is it just the management itself of the campaigns and ads?
- We can consider the whole process.
I also know that people can manage Instagram and Facebook over there. Are we talking just about Facebook or Instagram or both?
- We can think about both for now, but it's up to you.

3) Goal

So, thinking about Facebook's mission of bringing and connecting people all over the world, Ads is a way of generating content to people, helping them buy products, but also generating revenue to Facebook.

So, I believe that engagement as a goal is fair enough because as businesses get more engaged with Ads, they will make more money, Facebook will make more money, and people will ultimately find the products they are looking for.

Does it make sense?

Ok, so now, I would like to set up 4 next steps towards this problem.

- List some user groups

- List some pain points

- Brainstorm some solutions

- Finally, figure out some success metrics

4) User Groups

Thinking about user groups of Ads Manager, I came up with

Marketing Agencies
- Companies that manage the ads strategy for other companies. They know about insights and strategies a lot, so they know how to use the product or even use other robust software to generate results for their clients.
Small Businesses or Individuals
- Generally, they might frequently use Ads or not, but they do not have the expertise of a marketing formation. So they use they tend to use the basics of the platform. They might also make decisions based more on instinct rather than insights.
Large Companies
- Large companies may or may not have employees to manage the platform. Either way, they have the expertise to do it, just like marketing agencies.

I would like to focus on SMB because I believe they represent the largest portion of customers and need the most help with creating and managing Ads.

5) User Pains

I believe that thinking about the journey will help me find improvements here. So, SMB comes up with a goal, such as selling more of a product, driving people to their websites, etc. They go to the Ads Manager and start creating their campaigns, where they have to choose the goal, the target audience, the post, the budget, and time running. After doing that, they can follow the results on Ads Manager or Insights Tab. If they like the results, they can repeat the process.

So, thinking about it and our user group, some pain points that come to my mind are:

Do not know which goal to choose
After choosing a goal, they do not know how to build the best post possible to achieve their goals
What's a fair budget to spend?
They struggle to analyze results, which is important to look at
They struggle to make future decisions and do not what path to follow

Out of those 5, I believe that choosing the goal is something that many SMB struggle with in general. It's where your strategy begins, dictating your long-term results. Although the other ones are complicated as well, SMB might figure it out by looking at others' profiles, testing different budgets, looking at the standard numbers, etc.

6) Solutions

Narrowing down to what goal to choose while creating an Ad:

Create some educational videos/materials, per industry, focused on defining goals. SMB can watch those videos when they will select the goal of their campaign for instance.
- Impact Medium: I am sure if they would take time to learn it.
- Cost High: there are a lot of materials to build and test their effectiveness.
Instead of choosing the goal, they could choose the problem they are facing right now. For instance, an SMB is experiencing a decrease in sales, so instead of choosing Conversions, it would choose Increase Sales.
- Impact Medium-High: I think it would facilitate the process to choose the goal, but are they choosing the right goal? It's a question to answer.
- Cost Low: We would just need to list some general possible problems and link them with the current goals' state.
Have an AI assistant. SMB would describe what they want, input some values and context, and the AI would build a strategy by looking at the industry as a whole, the regional industry, competitors, etc.
- Impact High: It would serve as a personal marketing agent to the SMB, using data to make more accurate decisions. The probability to choose the right goal would be much higher.
- Cost High: It's a high cost to build it, but it's manageable as Facebook might have something similar. And in the beginning, we can make it simpler by not being no personalized.

--> I would like to go with the AI Assistant because it offers the highest impact in the long term, making the process more accurate and easier. Moreover, we can also think about monetizing options of AI level later on. For instance, if you want a strategy with competitors' information, you need to pay 2X.

7) Metrics of Success

Well, given our user group and pain we are trying to solve, some metrics I could come up with:

Compare results (reach, clicks, impressions, etc) of similar campaigns using AI and not using AI --> know the efficiency of choosing the right goal
How many SMB follow the instructions of the AI Assistant over time
Satisfaction rate (NPS) of SMB using the AI Assistant