Facebook business localisation tools
Helping businesses reach customers in their language no matter where they are in the world
Year
2016 - 2019
Deliverable
B2B Tooling
Role
Product Designer
Contributions
UI/UX, Product Strategy
Background
Consider this scenario; a person browsing on their Facebook feed comes across an ad in a language they don’t speak, and with products unavailable for purchase in their country. Not only is this a confusing experience for the person, the impact on the business is similarly negative with wasted resources and marketing budget.
To minimize such scenarios happening, this multi-year project focused on developing B2B solutions to enable businesses who use Facebook & Instagram to localize their marketing & online presence. Business tools included localisations for language, currency and other dimensions, contained within Meta’s primary advertising platform, Ads Manager.
Through the design & product development of localisation tools, people see content that is accessible and relevant to them, while businesses benefit by reaching people most likely to engage with them.
Business-to-business desktop tools that allow users to create and delivery ads to people in the right language & currency
Key Product & Features:
Smarter, more efficient delivery for multi-language ads
Autotranslation
Commerce catalog integrations
Smarter, more efficient delivery for multi-language ads
As Product Designer Lead, I was responsible for development of a new product, Dynamic Language Optimisation. This was a desktop specific solution built into the Ads Manager platform that allows users to provide their ad content in multiple languages, enabling a campaign budget to be most efficiently used.
Designing the desktop solution required an understanding of the underlying ad delivery technology, as well as design considerations for usability within an existing UI design system.
Key Features
Autotranslation
An optional feature built within the Multiple Languages tool, this feature allows businesses to use Meta’s language translation platform to translate their ad content into different languages.
Commerce catalog integrations
An additional feature within the Multiple Languages tool, where businesses can connect their product catalog to their multi-language marketing so that potential customers will only see products relevant to their country location.
Results
Company Key Results
Increase in $USD millions / per 7 day average, incremental revenue attributed to use of the Multi-Language Ad product*
*Exact figures cannot be shared publicly
Business Key Results
Value to businesses through changes metrics like CPA (Cost Per Acquisition) and ROI (Return on Investment). In one case study, a Language Learning App using the Multi-Language Ads product unlocked:
17%
Lower cost per mobile purchase compared to previous campaigns
26%
Lower cost per app install compared to previous campaigns
11%
Higher conversion rate compared to previous campaigns