To explain the billing, lead qualification, and monitoring process for job posting ads on Meta, including the use of an AI chatbot and automatic applicant notification.
Budget and Cost Per Lead
Budget and Cost Per Lead
Maximum Budget: You can set a maximum lifetime budget for your job posting ad campaign. For instance, with a max budget of $300, Meta will ensure that you do not exceed this amount.
Billing Per Lead: Meta typically operates on a cost-per-click (CPC) or cost-per-lead (CPL) model. This means you’ll be charged for each lead generated. The cost per lead can vary based on competition for that specific job type, location, target audience, and ad quality.
For example: $10 per lead (average) that means with a $300 budget, you could get up to 30 leads (applicants).
Ad Lifetime: Your job posting ad will run until the lifetime budget (eg: $300) has run out. So, if you have a $10 per lead average and receive 30 leads in one week, your ad will stop running after a week.
How Meta Charges (Billing)
How Meta Charges (Billing)
Direct Charges: Meta charges directly through the payment method set up in your Meta Business Manager account. This can be a credit card, PayPal, or other accepted payment methods.
Billing Cycle: Charges accrue as leads are generated and billed regularly so that the payment method will get charged usually once a week or once a month for larger budgets. You can view and manage your billing and payments in the Meta Ads Manager.
Lead Qualification with Meta AI Chatbot
Lead Qualification with Meta AI Chatbot
Questions Asked by AI Chatbot on Meta to qualify the job leads:
Full name
How many years of experience?
Phone number
Email
Details about work experience
Why you'd be a good fit for our team
Conversation URL (Job Prospects can Upload the Resume in the Chat)
Automated Filtering: The chatbot automatically qualifies leads based on their responses. For instance, it can filter out candidates who do not meet the required years of experience.
Automation for Applicant Notifications
Automation for Applicant Notifications
Email Notifications: Each time a new lead is generated, Dieselmatic will trigger an email sent to the email on record for the specific job posting. This email includes all the information collected by Meta’s AI chatbot.
Information Included in Email: The email will contain the prospect's full name, years of experience, phone number, email, work experience details, why they believe they’d be a good fit, and a link to their resume if applicable.
Monitoring and Accessing Leads
Monitoring and Accessing Leads
Meta Ads Manager: You can monitor the performance of the job ad campaign in Meta Ads Manager. This includes metrics such as impressions, clicks, cost per lead, and total spend.
Lead Collection: Leads generated through the Meta AI chatbot are collected and can be accessed directly in Meta Ads Manager. You can download them as a CSV file or integrate them with your CRM system.
Notifications: With Dieselmatic’s automatic notifications, you receive real-time emails with lead details.
Example Scenario
Campaign Setup:
Max Budget: $300
Estimated Cost Per Lead: $10
Target Leads: 30 (based on the max budget and estimated cost per lead)
Payment Process:
Meta charges your payment method as leads are generated, ensuring the total spend does not exceed $300.
Charges are itemized and visible in the billing section of Meta Ads Manager.
Lead Qualification:
Meta’s AI chatbot asks tailored questions to qualify leads based on their responses.
Automated rules filter out unqualified leads (e.g., those with insufficient experience).
Monitoring and Notifications:
Real-time monitoring of ad performance in Meta Ads Manager.
Download leads for further review or integration with a CRM.
Dieselmatic automatically sends email notifications with lead details to the client.
Key Points
Cost Control: The maximum budget ensures spending limits, and you are billed per lead generated.
Automated Lead Qualification: Meta’s AI chatbot efficiently qualifies leads based on pre-set criteria.
Direct Charges: Meta charges are processed directly through the payment method on file.
Effective Monitoring and Notifications: Dieselmatic monitors and manages your campaigns, and you can also view all job ad details through Meta Ads Manager, with Dieselmatic providing real-time email updates on new leads.
Meta Job Ads Campaign Timelines:
Setup Phase
Setup Phase
Duration: 1-3 Days
Define Target Audience: Identify the demographics, interests, and behaviors of your ideal job candidates.
Create Ad Creatives: Develop engaging visuals and copy for job ads, including images, videos, and text highlighting the job roles and benefits.
Set Up Lead Forms: Integrate lead forms within the ad content to collect contact information (e.g., name, phone number, email, work experience).
Implement Zapier Automation: Ensure that each new lead triggers an email to the client with all the relevant information.
Configure AI Chatbot: Set up the AI chatbot to ask qualifying questions and filter leads based on responses.
Initial Data Gathering Phase
Initial Data Gathering Phase
Duration: 2-4 Weeks
Launch Campaign: Start running the job ads on Meta.
Collect Initial Data: Gather data on impressions, clicks, lead form submissions, and other engagement metrics.
Monitor Performance: Track key metrics such as click-through rates (CTR), cost per click (CPC), cost per lead (CPL), and total spend.
Initial Results Phase
Initial Results Phase
Duration: 2-4 Weeks
Analyze Early Metrics: Evaluate the initial performance data to understand user engagement and lead quality.
Adjust Campaign: Make minor adjustments to targeting, ad creatives, and bids based on the initial results.
Conduct A/B Testing: Test different versions of ad creatives and lead forms to identify the most effective combinations.
Optimization Phase
Optimization Phase
Duration: 4-8 Weeks
Ongoing Data Analysis: Continuously analyze performance data to identify trends and areas for improvement.
Adjust Targeting and Creatives: Refine targeting parameters and update ad creatives to improve CTR and conversion rates.
Optimize Budget Allocation: Reallocate budget towards the best-performing ads and pause underperforming ones.
Improve Lead Qualification: Refine the lead form questions to better qualify job candidates and reduce unqualified leads.
Ongoing Monitoring and Scaling
Ongoing Monitoring and Scaling
Duration: Monthly
Track Long-Term Performance: Monitor campaign performance over an extended period to ensure sustained effectiveness.
Implement New Variations: Regularly introduce new ad creatives and offers to maintain user interest and engagement.
Scale Successful Ads: Increase the budget for top-performing ads to maximize reach and lead generation.
Continuous Lead Follow-Up: Ensure timely follow-up with leads via the integrated Zapier automation and track the conversion of leads into applicants.
Example Timeline for a Meta Job Ads Campaign
Week 1-2: Setup Phase
Day 1-3: Define target audience, create ad creatives, set up lead forms, implement Zapier automation, and configure the AI chatbot.
Week 2-4: Initial Data Gathering Phase
Launch the Job Ads Campaign:
Start collecting data on impressions, clicks, and lead submissions.
Monitor key metrics such as CTR, CPC, CPL, and total spend.
Collect Initial Data:
Track the number of leads generated.
Assess the quality of leads based on the AI chatbot's qualifications.
Week 4-8: Initial Results Phase
Analyze Early Metrics:
Evaluate performance data to understand user engagement and lead quality.
Adjust Campaign:
Make minor adjustments to targeting, ad creatives, and bids.
Conduct A/B Testing:
Test different ad variations and lead forms.
Week 8-16: Optimization Phase
Ongoing Data Analysis:
Continuously analyze performance data.
Adjust Targeting and Creatives:
Refine targeting parameters and update ad creatives.
Optimize Budget Allocation:
Reallocate budget towards best-performing ads.
Improve Lead Qualification:
Refine lead form questions based on AI chatbot feedback.
Month 4 Onward: Ongoing Monitoring and Scaling
Track Long-Term Performance:
Monitor campaign performance over an extended period.
Implement New Variations:
Introduce new ad creatives and offers.
Scale Successful Ads:
Increase the budget for top-performing ads.
Continuous Lead Follow-Up:
Ensure timely follow-up with leads via Zapier automation.
Metrics to Track
Impressions: The number of times the ad is shown.
Clicks: The number of times users click on the ad.
Click-Through Rate (CTR): The percentage of impressions that result in clicks.
Cost Per Click (CPC): The average cost of each click on the ad.
Lead Submissions: The number of users who fill out the lead form.
Cost Per Lead (CPL): The average cost of each lead submission.
Conversion Rate: The percentage of leads that convert into job applicants.
Key Points
Cost Control: The maximum budget ensures spending limits, and you are billed per lead generated.
Automated Lead Qualification: The AI chatbot efficiently qualifies leads based on pre-set criteria.
Direct Charges: Meta charges are processed directly through the payment method on file.
Effective Monitoring and Notifications: Both you and your partner can monitor and manage the campaign through Meta Ads Manager, with Zapier providing real-time email updates on new leads.
Summary
By following this detailed timeline and continuously optimizing your Meta job ads campaign, you can effectively gather data, analyze results, and improve the performance of your job ads to attract high-quality job candidates. Regular monitoring and adjustments based on performance data are key to achieving the best results and maximizing your return on ad spend.