Meta Business Suite - Inbox and Advertising

Manage Customer Messages with Inbox

• Communicate with customers from Facebook, Messenger, Instagram, and WhatsApp in one location.

• Use labels to organize conversations.

• Automate responses to save time and strengthen relationships.

• Filter Inbox to manage messages and comments (unread, follow-up, spam).

Set up WhatsApp Business in Inbox

• Use a phone number not currently associated with a WhatsApp account.

• Send messages by entering a WhatsApp phone number.

Explore Automated Responses

• Use presets for automated responses:

  • Instant replies: Customize an automated greeting.

  • Away message: Inform customers of unavailability.

  • Frequently asked questions: Share common information.

Best Practices for Messaging

• Show brand personality by establishing a unique voice and avoiding jargon.

• Personalize messages using customer information and addressing them by name.

• Save answers to FAQs for quick replies regarding hours, contact details, or delivery.

• Respond promptly to establish credibility.

Get Started with Advertising on Facebook and Instagram

• Reach people not already following your Page or Instagram account.

• Target ads based on location, interests, and other factors.

• Differentiate between ads (Sponsored label) and organic posts (displayed to Page followers).

Create Ads from a Facebook Page

• Two options: Boost a post or create an ad by clicking "Advertise."

  • Boosted posts appear with a "Sponsored" label and action button.

Tips for Boosting Posts

• Start with popular posts and use high-quality ad creative, reaching new people interested in your business.

• Set a website as the destination.

• Align with current trends and seasonal moments.

Creating Ads

• Create new ads directly from a Facebook Page (without boosting existing posts).
  Use a Page post, Facebook stock images, or run an ad continuously with a daily budget.

Considerations when creating an ad

• How to grow your business?

• What will be the message of the ad, and how will you convey it?

• Who do you want to see your ad?

• How much do you want to spend, and for how long?

• Which account will you use to pay for your ads?

Automating Ads

• Use automated ads for a simplified way to boost engagement on a regular basis.

• Set goals and the ad delivery system will boost posts likely to perform best. *Benefits:

  • Boost engagement on a regular basis.

  • Set a daily budget to continuously boost a Page’s highest performing posts.

  • Run ads likely to perform best based on advertising objectives you choose.

Creating Ads from an Instagram Account

• Establish a presence with a business account and active content.

• Set a SMART goal (specific, measurable, achievable, relevant, time-bound).

• Define a target audience.

• Create a content calendar.

• Choose best content using insights on post and story performance.

Ad Destination Options

• More profile visits: Showcase products/services, portfolio, or brand.

• More website visits: Encourage browsing, event sign-ups, or special offers.

• More messages: Encourage inquiries about services, appointments, or consultations.

Audience Selection

• Automatic audience: targets ads to people similar to your followers.
  *Creating your own audience: enables you to reach people based on location, age, interests, and gender.

Budget and Duration

• Budget affects reach; duration determines ad run length and delivery.

• Customize budget and duration to align with business goals.

Creating Ads in Meta Ads Manager

• Ads Manager is an all-in-one tool for creating ads.

• Manage ads and see an overview of your efforts.
  *Review results at an account level.

Steps to run ads

• Step 1: Have a Facebook business Page. When you Create a Page, you automatically have an Ads Manager account.
  An account ID number, currency and time zone will automatically be assigned to you based on your location.

• Step 2: View your ad account settings to confirm your account information.

• Step 3: Enter payment settings in order to run ads.

Ad Creation Levels in Ads Manager

• Campaign level: Select the ad objective (overall goal).

• Ad set level: Define the audience, choose placements, determine budget, and set a schedule.

• Ad level: Design the ads (format, images/video, text, links).

Campaign Level Objectives

• Choose an objective (business goal) to increase traffic to your website.

• Six objectives: awareness, traffic, engagement, leads, app promotion, and sales.

• Set a destination (website, app, Messenger, WhatsApp).

Ad Set Level

• Choose placements manually or use Advantage+ placements (all available placements).

• Set a budget and schedule or run continuously.

• A/B Testing: Change variables (creative, audience, placement) to improve campaigns.

Levels for the Ad

• Ad level is the final level. At this level you choose format, Ad creative & Languages.

Meta Advantage

• AI and automation maximizes campaign performance. Complete campaign solutions:

  • Advantage+ shopping campaigns and Advantage+ app campaigns.
    Single-step campaign solutions:

  • Advantage+ catalog ads, Advantage+ audience, Advantage+ creative, Advantage+ placements, Advantage destination, Advantage campaign budget.

Buying Types

• Auction: bid for ads
  *Reservation is when advertiser pays a fixed price to predictably reach there audience.

• Typically, 7 days or 50 conversions are recommended to make up the learning phase of the ad.

Create Audiences in Meta Ads Manager

• Types of audiences:

  • New audience: select your audience manually.

  • Custom audience: reconnect with people using information like video views and Facebook Page visits.

  • Lookalike audiences: Use customer information to find new people similar to your existing audience.

Tips for creating an audience in Ads Manager

Segment your audience to improve your ads.

*Tips for custom audiences: when you provide existing account information to ads manager, it can help find customers who engaged with the business on other platforms.
Experiment with source over time to understand what works best.Use a high-quality source audience by identify a core group of the most valuable customers based on spending.
*Don’t use additional targeting with a lookalike audience, the lookalike tool has already considered those characteristics.

Choose ad placements, budget and schedule in Meta Ads Manager

*Types of budget
Advantage campaign budget: Makes the most efficient use of spending for the best overall results.
Individual ad set budgets: enables you to set an individual budget per ad set.
*How you’re charged: Depends on the ad objective you choose. Based on impressions, clicks, or actions.
The pricing of ads across Meta technologies is based on an auction system. Get charged for every 1,000 impressions you receive on a campaign, link clicks, actions.