Background
One of the major pain points of Facebook’s ad creation flow is the budget section. It is where we see the most drop-off for new users. Settings here also directly affect the performance of ads which leads to churn for new users when they see that their ad has not performed well.
Problem
Small businesses often work with a smaller budget that’s typically spread too thin to produce valuable outcomes. Many users also do not trust Facebook’s budget recommendations and feel they are arbitrary. Thus, they aren’t getting proper guidance to input a budget that would result in conversions.
Goal
Our task at hand was to create a series of guidance in the form of warning and error messages.
Strategy
As users adjust their budget, the number of Accounts Center accounts (people) reached changes. This estimation line lets users see the potential performance of their ad.
Although it is an important metric, it doesn’t provide as much value to users as a metric that conveys potential conversions. For example, if users select ‘Get more website views’ as an ad goal, a metric of link clicks could provide more insight into performance.
With more valuable information on conversions, there is an opportunity for users to make more informed choices about their budgets. The next step for me was to map out the metrics that correspond with the ad goals available.
Mapping out metrics to goals
This is a sampling. Certain goals are mapped to the same metric.