A lot of small businesses and large alike see Facebook’s Business Manager and groan a little on the inside. There is a lot to keep up with, and a lot of it seems pretty technical at a first glance. And since your business is likely able to accomplish most basic marketing tasks without diving too deep (or at all) into the Business Manager, it makes sense that many avoid it altogether.
If you’re not using Facebook’s Business Manager (whether intentionally or otherwise), however, you are missing out on multiple valuable marketing opportunities. While Business Manager is essential for agencies, it also has numerous benefits for businesses of all sizes that can improve the efficacy of your marketing or offer new features with new capabilities.
Whoever you are, in this article we’ll do our best to convince you that now is the time to make the leap to Facebook Business Manager, and we’ll show you how to get started.
How To Use Facebook Business Manager: A Step By Step Guide
We’ll cover what is Facebook Business Manager, how to get started in it, what the key features are, and how Facebook Business Manager will benefit your business.
Business Manager allows advertisers to manage their marketing efforts in one place and share access to assets across their team, partner agencies and vendors.”
Historically, when Facebook advertising started out there was no need for Business Manager as the average business probably just had a couple of ad accounts and Facebook pages and a handful of employees to manage them. Facebook’s Page features were also much more limited than they are now; back then, Pages were brand new. Analytics were nothing like they are now, tracking pixels didn’t exist in the same capacity, and even features like dynamic ads from product catalogs weren’t a thing yet.
A Guide On How To Use Facebook Business Manager
Over time, we’re seeing more businesses owning more Pages, working with more agencies, and taking advantage of more of the incredible features now available to us.
Simply put, Facebook’s Business Manager is now a fully native tool available to all Pages. It can be used to manage your ads, your Pages, connect with agencies (or, if you’re an agency, connect to clients), and take advantage of in-depth features like setting up your pixels or adjusting custom attribution windows for your Facebook Ads. Here, you can also manage billing, review brand safety concerns, manage events, create product catalogs, and store images and videos for your Pages.
If you are at your first campaigns, you might want to click here and learn how to get your Facebook ad account, Facebook page, and Business Manager ready to work. If you are ready to dig deeper into how the Facebook Business Manager works. just keep on reading.
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Managing all these in one place from one menu is so much easier than having them spread out across different portals, and agencies and businesses with multiple Pages can use the business manager to effortlessly manage all of their Pages or their client’s Pages and ad accounts.
At this stage you might be feeling overwhelmed by the dozens of options available but don’t worry, you don’t have to use all the tools at once, some of them won’t be used at all. Others, you may only need to access once (like to set up your tracking pixel, if no changes are needed later down the road) or may not need to access ever again.
If ever you get stuck just use the search bar across the top of your account and hey presto, it will find all your available tools, the ad campaigns, ad sets, and ads, all in one place.
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There are six primary reasons that you’ll want to consider using Facebook’s Business Manager. If you’re still not convinced you need the tool, let’s look at each one.
During the last quarter of 2018, Facebook started making Business Manager compulsory for all accounts using custom audiences created from email lists.
Any advertiser looking to maximize performance should be using email custom audiences, for example, to nurture leads or to get customers to make a repeat purchase.
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Although audiences can also be created based on pixel events, these audiences only last for 180 days whereas an email audience can be used forever.
It probably happened to you too: your staff wants to keep their personal profile separate, and it gets tricky adding multiple staff to each asset.
This has resulted in companies that don’t use Business Manager creating “grey accounts” where they create a fake personal profile with a shared login for all staff.
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Thankfully they managed to regain access but it’s a huge risk, and one that can be easily avoided by switching to Business Manager.
As we mentioned in the first section, there are dozens of types of assets and tools, all of which need to integrate with each other to work properly.
If ever you have a technical issue it’s likely that the first thing Facebook business support will ask is if you’re using Business Manager.
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Do you want to switch to Business Manager now when you can plan a smooth transition or would you rather switch in a hurry when you’re already dealing with technical issues?
If you just have a Facebook page and an ad account then importing them into Facebook Business Manager is easy. However, over time the number of assets your company holds has a habit of rapidly expanding.
Even with just a few assets, it can get complicated working out which employee needs which level of access to what assets.
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In extreme cases, we’ve seen franchise businesses trying to move 100 Facebook pages, 100 ad accounts and hundreds of staff into Business Manager and it becomes a complex and time-consuming project.
Marketing tends to be an industry with high staff turnover and often agencies are engaged for occasional short-term projects. Over time this can cause security risks with ex-employees still having access.
By having all assets, employees, and agencies in one portal it’s possible to do a monthly audit to ensure only the right people have the correct levels of access.
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The key here is to have one member of staff in charge of Facebook Business Manager and to have them schedule a monthly audit.
Every time we take on a new client we find their employee and agency list needs a spring clean, it’s not enough to be using Business Manager you have to have to intentionally do a monthly check.
Facebook Business Manager includes a Security Centre where you can require two-factor authentication for all employees (recommended) and it will also help your auditing by letting you know if any employees are inactive.
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Not only is there no charge for using Facebook Business Manager, but better still it enables you to access Enterprise-level tools which are now free for all Facebook advertisers.
For instance, there’s the Facebook Analytics tool where you can create an Event Source Group (ESG) consisting of pixels, pages, and apps, allowing you to combine several data sources together into one analytics dashboard:
Did we convince you that you must get started with Facebook Business Manager right now? The next section will get you started in six easy steps and show you a few tricks to maximize your advertising results.
Your 7 Step Facebook Ad Manager Training Guide
Simply follow the instructions in the next few sections to get your Facebook ad account, Facebook page, and Facebook Business Manager ready to start bringing in new customers in six easy steps!
Then, create your Facebook Business Manager account by typing in your business name. This name will be visible to everyone and can’t contain any special characters (sorry, startup hipsters).
If you already have a Facebook business page or ad account setup you should see it in the middle of the screen now.
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When you first set up Business Manager, you’ll be given the option to add new accounts, request access to other ad counts, and create new ad accounts. You can also claim, request access to, or create new Pages. Here, essentially, you can manage everything related to your Business Manager.
Here you can get started with ad accounts, pages, and people. They’ve simplified these options a lot, so it should be self-explanatory to see what you should be doing next (i.e. “Create Page” for first-time visitors, or “Claim Page” if you already have one up, etc.).
The Ad Account options will be in the upper row under your Business Manager Settings. Simply look over to the right-hand side for the button that says “Create Ad Account.”
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Next, it will ask you to fill in some basic information like your ad account name, what business manager profile you want to connect it to, the timezone of your business, and the currency you use:
Here you can also select default roles for each individual. So that means you might want to give different access levels to one person who’s an outside vendor vs. your in-house marketing manager.
Don’t worry, you can always edit this later. We’ll also show you how to add more people (employees, admins, advertisers, and more) in the next few sections.
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You should see links in the middle of the page to click and edit payment method details. Or you can look over to the upper right-hand corner to return to some of the information we just setup (like people).
Now let’s
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