Facebook and Aitarget, the social network’s marketing partner, explain how to harness greater success using Business Manager
This article was first published on Digital Doughnut.
If you don’t use the right tools, advertising on Facebook can be ineffective, or even damage your brand. Facebook Business Manager is a free tool through which you can manage accounts, Pages, and users permission, as well as track statistics through one interface.
Facebook recommends Business Manager to all advertisers who manage multiple pages and advertising accounts along with other people and teams, inside the company and out. This is especially useful for big brands, where marketing may be handled by big internal teams and external vendors. Who is going to control what is created?
Don’t risk your business – it’s just a couple of clicks
Here’s a routine situation: a brand turns to an advertising agency to do their marketing.
This agency already uses Business Manager. To make it easier for the brand, the agency creates a business Page, account, pixel, product catalogue, and other assets on their side – inside their own Business Manager. As a result, the advertising agency in practice (and also potentially in law) becomes the owner of all brand assets created on Facebook.
At some point, the brand changes its business goals and priorities, and decides to turn to another agency. And this is where problems can begin: all the created assets need to be correctly transferred from agency to agency, nothing must be lost, and some things have to be set up again or restored.
This is an optimistic scenario. The worst outcome is that the first agency, the creator and the owner of all accounts and pages, refuses to transfer rights to the new agency. All statistics, access and pixel data, catalogues, and other information the brand has about their audience and conversions – data they have been gathering for years – could be lost forever.
Why Business Manager?
So what should brands do? Keep all your creative assets under your own personal control by creating your own Business Manager, where all your data will be safe.
You can add users and open access to certain assets for various tasks.
“Facebook always cares that all users and advertisers feel safe using all platforms,” says Ekaterina Nazarova, the Agency Solutions Manager Russia for Facebook. “We constantly update our algorithms and safety systems, but you can also take measures to protect yourself from unforeseen situations on Facebook. Tools that make your work more convenient will help here. For advertisers this is, first and foremost, Business Manager.
This tool, explains Nazarova, collects all pixels, catalogues, Pages, audiences, apps, Instagram accounts, and other assets in a single interface. Using it will ensure safe data storage and more convenient access to the tools for your staff.
Overall, brands need Business Manager because it provides:
● Convenience: more than one person can do marketing within your company.
● Effective management: you have multiple business pages, ad accounts, pixels, and other assets.
● Safety: for when you work with contractors and agencies that set up and launch your campaigns, manage your page, accounts and pixels.
● Confidentiality: when you want to separate managing your business on Facebook from your personal affairs.
I don’t use Business Manager – where should I start?
Here’s a step-by-step guide on setting up and starting to use Business Manager.
1. Log in to Facebook using your personal account
Advertising activity is only available to users who are registered on Facebook. If you’re not registered, it is impossible to create an ad account or a business Page. Creating a Business Manager is only possible through a personal Facebook profile.
Don’t worry about confidentiality: other users who have access to Business Manager will only see your name, work address, and which Pages and ad accounts you have access to.
Everyone who gains access to your Business Manager will also have to be logged in to their personal Facebook profile. This will allow you to see who edited a campaign or an ad.
Be aware: Facebook doesn’t allow multiple people to use the same account or create fake users. Facebook’s team bans such accounts for violating their terms of use.
2. Go to business.facebook.com
In the upper right hand corner, click the «Create campaign» button.
3. Enter your company name, your first name, and your email
4. Fill out all the necessary information about your organisation
5. Your Business Manager is ready.
Use your new tool to create an ad account, add a business Page, and select and add all the users who will manage your ads.
For newly created Business Managers, there may be a limit on creating accounts – not more than one. This limit will increase depending on how much you spend on ads.
It is important to have and retain no less than two users with admin roles in your Business Manager. If one of the users leaves your company, the other will still have access to your business on Facebook, and your data won’t be lost. When a staff member leaves the company, make sure to remove them from Business Manager, and don’t forget to separately edit their rights in the business Page settings, if they had access.
6. Turn on two factor authentication for more safety
Two factor authentication gives additional protection to your business on Facebook. You can make it mandatory for admins and all users who have access to Business Manager. They will be required to enter in a special code each time when logging in from a new device.
All users also have to have two factor authentication activated for their personal accounts.
Two factor authentication is recommended to all advertisers without exception.
This is a surefire way to protect your account from hackers, who can otherwise steal money through payment methods tied to your Business Manager, or completely block your account due to Facebook policy violations.
7. Use special permissions to make work easier.
In Business Manager you can group assets together and restrict staff access to work on certain projects, receive notifications about objects that are important for the company, and create accounts with various payment methods and up to 100 pixels.
In a nutshell
If you want to preserve your company’s data, protect your page from hackers and unwanted intruders, and constantly keep your Facebook ad activity under personal control using only one tool, then the solution is clear: Facebook Business Manager.
This tool allows you to protect your brand’s reputation, as well as your assets and confidential data.
