Meta Business Suite (Facebook)

Our central goal was to empower small businesses to create and manage their advertising efforts more efficiently. This included both simplifying the ad creation experience for users with varying levels of technical expertise and limited time, as well as providing tools to help them maximize their ad spend.

Specifically, we focused on:

• Simplifying the ad creation process: This involved streamlining the user interface and providing clear, concise guidance throughout the ad building process.

• Optimizing user experience: Our goal was to enable users to create, launch, and track their ads efficiently, regardless of their prior experience.

• Developing effective advertising tools: We prioritized building and enhancing features that allowed businesses to craft high-performing ads that achieved their desired results while minimizing wasted effort and resources.

Selecting the right audience was crucial for advertisers, as the success of their campaigns depended on reaching the most relevant individuals. We understood this critical need and aimed to empower our customers with the tools and information necessary to make informed audience selection decisions.  

Through the development and improvement of our targeting tools, we focused on:  

• Providing the right information: Delivering insights and data to help advertisers understand their target demographics, interests, and behaviors. 

• Presenting information at the right time: Integrating insights seamlessly into the decision-making process, ensuring advertisers have the necessary information at each stage of their campaign development. 

• Enabling effective audience reach: Facilitating the selection and targeting of relevant audiences, maximizing campaign reach and effectiveness.

As the content design lead for MBS Core Ads, I collaborated with our product team to develop user-friendly tools that empowered small businesses to maximize their advertising budget. These tools focused on helping users understand how budget allocation and campaign duration can influence key performance indicators (KPIs) like ad reach.

Specifically, I ensured the content within these tools:

• Clearly explained the impact of budget adjustments: This involved using straightforward language and visualizations to demonstrate how changes in budget and campaign duration affect factors like the number of people who see the ad (reach).

• Provided actionable insights: The content offered guidance on optimizing budget allocation and campaign duration based on user goals, allowing them to tailor their advertising strategy for maximum impact.

This approach aimed to equip advertisers with the information and resources they needed to make informed decisions about their advertising investments.

To empower small and medium-sized businesses to monitor and optimize their advertising campaigns, we implemented a central summary page. This dashboard provided real-time, comprehensive insights into the performance of their ads across Facebook and Instagram.   

This centralized solution offered several key benefits:  

• Real-time data visualization: Advertisers could access the latest performance metrics instantly, allowing them to make informed decisions based on up-to-date information. 

• Consolidated campaign management: The dashboard facilitated management of campaigns across the two major platforms, eliminating the need to switch between different interfaces. 

• Streamlined ad optimization: With readily available insights, advertisers could efficiently adjust their campaigns for improved performance and increased return on investment.