Uncover the fundamental features found inside the Business Manager and Ads Manager tools on Facebook, such as user roles, events and pixels. We also dive deeper into Facebook’s audience selection function to illustrate how you can use the insights you've gained from marketing on Facebook to increase your chances of reaching people who might be interested in your business

1. Key Differences Between Business
Manager and Ad Manager on Facebook
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About Visualbots
Acquire and
qualify leads
Visualbots is a marketing tool designed to generate high
quality leads at scale on Facebook Messenger
Build customizable
bot funnels
Analyse and optimize
performance

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Why this presentation?
• We work with marketing managers to generate
new leads on Facebook Messenger
• In this presentation, we uncover fundamental
features found inside the Business Manager and
Ads Manager tools on Facebook, such as user
roles, events and pixels
• We dive into deeper detail of Facebook’s audience
selection function to illustrate how you can use the
insights you've gained from marketing on
Facebook to increase your chances of reaching
people who might be interested in your business

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Facebook Business Manager + Facebook Ads Manager1
List of content
Events Manager: Pixels2
Understanding Facebook Audiences3
Use Case4

5. What is Facebook Business Manager
and Facebook Ads Manager?

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Business Manager is a tool designed for managing your Facebook
Pages and ad accounts
What is Facebook Business Manager?

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Separate business and pleasure
• Ensures pages and accounts are controlled
by the organization and not private accounts
• You will receive only emails regarding the
pages and accounts you manage, not from
your private account
Invite partners to work on parts of your
business
• Allows access for 3rd parties to manage
your pages and ad campaigns, without you
losing ownership of your account
Extra advantages
• Sync ad campaigns between various
different Facebook pages and even
Instagram accounts
What is Facebook Business Manager?

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Roles available for a business (Facebook pages)
Available Roles in Facebook Business Manager
As an admin, you have
complete control over
the business account
You can also add other
employees to the
page, granting them as
much access as
needed

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Ads Manager is the starting point for running ads; think of it as your
ad campaign command centre
By using the Ads manager tool, you can:
• Set up Facebook ad campaigns
• Create new ad sets and ads
• Manage Facebook ad bids
• Target many different audiences
• Optimize your ad campaigns
• Keep track of your campaigns’ performance
• A/B test your Facebook ad campaigns
What is Facebook Ads Manager?

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Roles available for ad accounts
Available Roles in Facebook Ads Manager
As admin, you
have complete
control over the
ads account
Advertizer rights
allows you
create, edit and
see ad reports -
perfect for 3rd
parties
An analyst can
simply focus on
account reports

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Source: adespresso.com
How to use and navigate the Ads Manager

12. Events Manager:
Pixels

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What is Facebook Events Managers?
Centralized dashboard
to track all of your
customer event data
Set up and monitor:
your
• Facebook Pixels
• Offline Event Sets
• App Events
• Custom
Conversions
• Partner
Integrations

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What is a Facebook Pixel?
A snippet of code that you have in your Facebook ads account
• Tracks the actions of visitors of specific subpages and subsites of
your landing page

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Why use a Facebook Pixel?
Build custom audiences from your website visitors for retargeting
• Create custom audiences based on users on your website
People on Your
Website
Custom
Audience People on
Facebook

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Why use a Facebook Pixel?
Track conversions and measure your ROI
• track specific, quantifiable events that were caused through users
on your website
You can select a specific
event that will be tracked
Entering the value of each
purchase allows you to
track and measure your
ROI for each ad
• targeting can be done
cross-device: follow
actions moving from
desktop to mobile or
tablet

17. Understanding
Facebook Audiences

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Audiences
Facebook has 3 types of audiences:
1. Saved Audience
2. Custom Audience
3. Lookalike Audience
Each of these audience types gives you additional options for refining
your audience further to best fit your marketing campaign

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1. Facebook Saved Audiences
Saved Audiences can be
defined by choosing your
user’s interests, location, age,
gender, income level, devices
used, etc
Saved Audiences can be
created both in the Audience
Manager and the campaign
setup phase

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2. Facebook Custom Audiences
There are multiple ways to
create a Custom Audience:
Facebook Custom Audience
is considered high value
because of their ability to
re-target people who have
engaged with your content,
visited your website or
interacted with your app

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Facebook Custom Audiences
a.) Custom File
Facebook will match a list of
Facebook User IDs, emails, phone
numbers with it’s users
The match percentage of
Facebook to the list is generally
60-80%
Tip: Usually this list needs to be
uploaded manually

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Facebook Custom Audiences
b.) Website Custom Audiences
When a Facebook Pixel tracking
code is inserted to your website,
Facebook Advertising can target all
Facebook users that have visited
your website or a specific page
during a set time period of up to
180 days

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Facebook Custom Audiences
b.) Website Custom Audiences
This feature doesn’t require any
data about the users you want to
target. All that needs to be done is
wait for a user to visit your
website
The Facebook Pixel will allow
Facebook will recognize users on
the website and automatically add
them to an Audience

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The Facebook Pixel, will
track website visitors
engaging in multiple events
on your website
In advanced tracking, this
list can be combined with:
● Frequency
● Dynamic date
● Aggregate value
● Devices
Facebook Custom Audiences

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Facebook Custom Audiences
c.) App Activity Custom
Audiences
A custom audience can be
created based on what actions
users take on your app – either on
Desktop or Mobile
Popular actions include: opened
the app, completed a purchase,
completed a large purchases,
achieved a certain level in the app

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d.) Engagement Custom
Audiences
The latest custom audience on
Facebook is engagement.
Simply put, how users interacted
with your Facebook page or your
ads
There 4 types of engagement
custom audiences: Video, Lead Ad,
Canvas and Page
Facebook Custom Audiences

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Create a custom audience based on Facebook page options
Facebook Custom Audiences

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3. Lookalike Audiences
Reach new people who are likely to be interested in your
business, similar to your best existing customers
Facebook Custom Audiences

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To create a Lookalike Audience, select a target country and a
percentage (1%-10%) of the targeted country’s Facebook users
The percentage signifies the people most similar to your selected
Custom Audience
Facebook Custom Audiences

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Create a custom audience for people who messaged your Facebook page
Creating an Audience for Bots
1.
2.

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Creating an Audience for Bots
3.
4.
Now save the audience as a custom audience

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Finally, create a lookalike audience for for the custom audience you
just created
Creating an Audience for Bots
5.
6.
7.
8.

33. Use Case

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By creating an audience for bots like we have seen in the previous slides, a
Visualbots users achieved these impressive results!
The budget stayed the same, while the drop-rate was significantly improved in
the users who started conversations.
This resulted in higher number of qualified leads completing the funnel and
reducing the cost per lead by a factor of 4.
Visit our Success Stories page on Visualbots.io for more information on this use case
Client Success Story
41% → 16% Drop Off in Conversations Started
94€ → 21€ Cost/Lead

35. Contact info:
oliver.moertl@visual-meta.com
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