Businesses of all shapes and sizes can benefit from a well-thought out Facebook strategy, but this can sometimes prove challenging for larger advertisers. At an agency, you might be responsible for managing more than one brand’s presence on the social network. Another likely scenario is that you’re running an enterprise social media team or high-profile social strategy. In either case, there are unique challenges that come with managing a larger social strategy with regards to Facebook Ads.
Fortunately, Facebook is expanding the availability of its Business Manager tool which lets large advertisers manage all of their advertising accounts in one place. It’s a great tool for teams who need a way to work more seamlessly with multiple partners and clients. While it’s no replacement for a multi-platform social engagement tool with regards to managing your Pages, it’s very useful for running Facebook ad campaigns.
Here’s an in-depth look at what Business Manager is and how it can help you manage and scale your advertising efforts on Facebook.
What Is It?
Facebook Business Manager is a tool designed to help large businesses and agencies better manage their Facebook ad accounts and other features, and the people who work on them. Not only can everything be managed in one place, but you can clearly see who has access to these assets and remove or change their permissions. This reduces the time it takes to set up and manage your Facebook presence so it’s easier to focus on growing your business rather than housekeeping.
Who Will Benefit?
If you’re an in-house marketing team for a national brand, Business Manager will show you the Pages, ad accounts, and apps linked to your brand; the people on your team who can access these assets; and external partners like agencies or Preferred Marketing Developers who also have access.
Similarly, if you’re advertising for someone else — for example, if you work at an agency — Business Manager will display all the Pages, ad accounts, and apps that your clients have allowed you to access, as well as the people on your teams who have access to them. Through this, you can easily control all aspects of a campaign.
Additionally, the new workflow makes it easier to separate personal and business accounts on Facebook. Although team members will be asked to login using their personal credentials, none of the details from those personal accounts are shared with Business Manager. This step is only required to identity verification. It’s also worth noting that you don’t need to be friends with anyone from work to get access to ad accounts.
Once given access to Business Manager, you can easily integrate it into your current strategy without interrupting your existing Facebook activity. In order to set it up, you’ll need to be a manager of the primary Page that represents your business on the social network. From there, you’ll be asked to claim your Pages and Ads accounts so you can transfer them to your Business Manager.
If you’re an agency, you might need to request specific roles from the Page owner so that your business can assign it to your own employees. There are many different roles available to you, so be sure to select all the roles that your agency might need to do work on the Ads account.
Regardless of the size of your team, the key to running a smooth operation is good communication. Make sure everyone with access to Business Manager knows who is responsible for what jobs. Having a tool like Sprout Social that will allow your team members to quickly check in will also encourage more communication within the team, which will reduce doubled-up work or worse, potentially forgotten tasks.
Business Manager is currently available to a limited number of U.S. advertisers. The company plans to roll out internationally within a few weeks. If you’re a large business or agency, contact your Facebook sales representative to get started. If you don’t have a sales rep, enter your email address (scroll down) to be notified when Business Manager is available to you.
For further reading, check out our guide to Facebook ads.
[Image credit: Salford University]
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.
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