Facebook Business Manager: a unique tool to organize your marketing activities on Facebook and Instagram. Whether you are a marketing professional, a company executive or a small business owner, as Facebook itself says “anyone can be an extraordinary marketer with the right tool”. Nothing more true. If you intend to promote yourself on the most popular social network in the world, you cannot give up Facebook Business Manager, a very powerful ally for planning your work in a practical and functional way.
Every day hundreds of thousands of advertisers invest millions of euros in advertising on Facebook and Instagram but not everyone gets the desired results. It’s true, the Facebook advertising platform also allows micro businesses to invest independently, but its accessibility has a downside. The blue social promotion system is only deceptively simple. Instead, it is through its innumerable features and options, formats and positioning that it allows you to make the most of the machine made available, making it extremely performing. Facebook business manager makes exactly this possible: to act in an organic, targeted, strategic, comfortable way, for this developing the right skills can transform your business. Speaking of which, sign up for the Social Media Marketing Course, you’ll learn how to plan the best strategies by taking advantage of the social channels most used by your target audience!
Facebook Business Manager what it is
Facebook Business Manager is the platform that allows advertisers to publish and monitor ads, manage resources such as FB pages, Instagram accounts, audience lists and product catalogues, control access and permissions of anyone working on these projects.
The entire spectrum of social advertising in a single environment, making processes and activities faster, simpler and more functional. It offers detailed Facebook reports to help you monitor ongoing campaigns, overviews of ad spend, impressions and much more.
Facebook business managerin short, it is the control center from which the results produced by one’s own promotion strategies on Facebook and Instagram must be traced.
Learn how to become proficient using the Facebook Business Manager in one of the following:
Facebook Business Manager what it is for
Whether you’re doing social media marketing or social selling, using Facebook Business Manager means taking full advantage of the potential offered by FB, Instagram and Messenger.
It means establishing personal relationships with one of the largest communities in the world , whether your business operates and is known globally or locally. It’s about meeting people on Instagram , where they explore their passions, get inspired, and discover content that interests them. It allows you to start direct conversations with over a billion people who use Messenger , a means by which to help sales, offer support, build customer loyalty. Do all this by tracking the results produced by each effort produced on each of these channels.
Facebook Business Manager how it works
Manage multiple pages and/or different advertising accounts: Business Manager allows you to do it. It also supports teamwork. Roles can be defined within the platform and for each single page. It will thus be possible to define which accounts can operate on each individual customer , what each of them can access: who can only access the advertising service, who can only access the page, who can edit posts or only analyze a page or even exclusively put campaigns online and etc. The platform, with a single access, as anticipated, allows you to see all the data of our customers and manage their activity on Instagram and FB.
Facebook Ads
With our Facebook Business Manager tutorial we will see together how:
- open an account
- set the settings
- connect personal profile, Instagram account and one or more pages
- connect different advertising accounts and work as a team
- Set the pixel
- Create your first campaign
Before all this, however, it is necessary to clarify how Facebook Ads works , that is to say the advertising mechanism of the most famous social network in the world.
Facebook Ads what it is and how it works
Facebook Ads is Facebook’s paid advertising system that allows you to promote products and services using the social graph in order to profile users.
Using a Facebook Ads guide allows us to maximize and optimize our available resources for launching a campaign and, in particular, for creating a dense network of links between our potential customers. It has two strengths:
- The vastness of the audience and its heterogeneity
- The strong connection between users.
The social graph is an archive of all the info that we users decide to give to FB: starting from the registration, all the info we give and all the activities we do (say where we are, what movie we watch, the likes we post, with whom we make friends etc) will make up the information assets. Facebook then transfers this information to advertisers which is useful for profiling users in order to identify more precisely the people to whom to direct their marketing activities.
Profile the audience on Facebook
What do we use to target and find our perfect users within the Facebook audience? You have the ability to target your marketing campaigns by location, demographics, interests, behavior, connections, custom audiences. Let’s see the opportunities in detail.
Place
Depending on economic availability and interests, I can decide to focus on an entire continent or on a single, small country. The Facebook system is becoming more and more refined up to the possibility of entering an address and producing campaigns that will only be viewed by those who insist within a radius of one km, for example. A very useful possibility for small local businesses.
Demographics
Information such as gender, age, language : this type of targeting is one of the possibilities that make Facebook unique. It is not the algorithm that processes the information but the user himself who gives his information. The result is not having to proceed by cluster but having precise references. It is the user who indicates what he likes, visits certain pages, likes and comments on posts: these are all actions that then allow Facebook to direct messages and campaigns to him that it believes are relevant to him.
Behaviors
We have mentioned the importance of the data that users enter on the platform by composing their profile but it is through the analysis of its behavior that Facebook is able to make the leap in quality as an advertising platform . For example, if a user frequently communicates his location and Facebook records that he is one day in Portugal, a few weeks later in Norway and then again in Italy, he will deduce that he is a traveller. That is to say the perfect target for a travel agency, a tour operator.
In the same way, always proceeding through the examples, FB is able to understand if I’m a technology enthusiast, or if I’m someone who immediately buys the first models on the market (early adopter). If I sell technological products and address my campaign to this target, whoever sees the ad will perceive it as something positive, almost a service.
Connections
Often we see in the news feed the insertion of a page with the words “These friends of yours like this page”. The mechanism that Facebook implements is the following: “your friends are already fans of it, why not you?”. Those who manage a page can take advantage of this option by indicating the friends of their page’s fans as their target.
Custom Audiences
It is possible to create our own audiences. If I intend to promote my site through Facebook it will be useful to be able to upload users who have already subscribed to my page, or who have already purchased. If I have this info, I may be able to exclude them from my advertisements: if they have already purchased or are registered, it might not be of interest to me to continue to produce advertising efforts on them. On the contrary, however, for certain objectives it could be essential to include them and remarket. In this case Facebook, it allows you to carry out campaigns aimed at making them carry out the action of interest for our business that they have not yet finalized. An example? The user of a betting agency who has completed the registration but has not yet made the first deposit.
Lookalike audience
Similar audience (look a like) is one of the most used possibilities by marketers from all over the world. How does it work? Very simple. The advertiser owns a category of users that demonstrates a particular interest, or is a very important category (eg those who have already purchased). Not only does it have the ability to upload their data to the platform to make it a custom audience but it can also create lookalike audiences as well. At that point, the Facebook algorithm will work to identify people who have shown behaviors or predispositions similar to those of our reference. A truly valuable option when you are not yet able to understand what the specific interests, age or gender of your best target are.
How auctions work on Facebook Ads
It is a blind auction system. It’s not just the money bid that counts, the money bid is combined with other factors to determine the final value that will determine your ranking in the auction. After the first 500 impressions, the quality of the ad is activated : it gives a score to our ad according to how interesting it is, a value strongly influenced by the percentage of interaction.
Facebook has limited spaces, so promote the ads that produce the most(and therefore sell more). Basically, if an advertiser bids 1 euro and has a very high score and another advertiser bids even 2 (double) it is very probable that the bidder who bid the least wins the auction. Not because Facebook is democratic, of course, but for a market logic. If the advertisement of those who have invested less is far better and more relevant than the second, it is very likely that it will be clicked on more times and so, Mr. Zukerberg, will earn more.
Facebook Business Manager Practical Guide
Let’s go into the details of the practical operations to follow to set up Facebook Business Manager correctly, starting from registration and login up to launching the first campaign.
Create a Business Manager account
If you’ve already created a Facebook page or just have a Facebook profile , the first step in setting up Business Manager is to create a personal account.
- Go to Business Manager and click on the big blue Create Account button at the top left of the screen.
- Enter your business name in the pop-up box, then click continue.
- Enter the name and business email address you want to use to manage your Facebook Business Manager account , then click Done.
Add your business page
This script inserted in all the pages of the site allows you to:
At this stage you have a couple of options at your disposal. You can create a company facebook page or add an existing one.. If you manage Facebook pages for clients or other businesses, you can also request access.
To add your Facebook page to the Business Manager:
- From the Business Manager dashboard , click add page. After, in the pop-up window, click add page again.
- Start typing your Facebook business page name into the text box. Your Company Page name should be auto-completed, so you can simply click on it and then add page. If you are an administrator of the page you are trying to add, your request will be automatically approved.
- If you have more than one Facebook Page associated with your business, add the remaining pages by following the same steps.
Add your ad account
Note that once you’ve added your personal account to Facebook Business Manager you can’t remove it, so it’s especially important that you only add accounts that you own . To access a customer account , click request access instead.
From the Business Manager dashboard, click on Business Manager Settings in the top right. In the settings section, click on the left menu on advertising accounts, sub-item of the account menu. At this point click on “add”. At this point you can:
- Add an ad account. You will do this by entering your existing account ID which you can find in your ads manager.
- Request access to an advertising account.. Useful option when you need to use the account on behalf of another company, for example when you work as an agency and the advertising account belongs to the client
- Create a new ad account. Every company can create an advertising account right from the start. After you spend money in your first ad account, you can add four more, but you can’t host more than five ad accounts within a single Business Manager.
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Add team members to Facebook Business Manager
Maintaining control of Facebook marketing can be a big job, and you may not want to do it yourself. Social media marketing and social media selling. activities can be very complex and multifaceted, thus requiring the joint work of several professionals. Facebook is well aware of these needs and allows teamwork by allowing you to add team members who can work on the same company page, each according to their role.
- From the Business Manager dashboard, click the gear icon at the top of the page.
- By default , users – people should be selected in the left column . This will bring up a list of all the people who have access to your Facebook Business Manager. Of course, at the start it will only report the account holder but by clicking on add it will be possible to authorize new team members.
- In the pop-up box, enter the corporate email addresses of the team members you want to add. At that point you’ll need to decide what kind of access to give to the people you’ve added to your ad account. They may have employee permissions , therefore with limited functionality, or administrator permissions , and therefore full access. Don’t worry, you can be more specific about the permissions in a later step, meanwhile click on add people .
- Once the people have been added, you can choose which pages to assign to each of them and with type of role. Let’s see the options that Facebook offers in this regard.
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- Admin – Can manage all aspects of the page, including assigning new page roles to others.
- Moderator : can send, reply and delete messages and comments, as well as control insights.
- Analyst : can manage settings and view insights.
- Editor : Can do everything a page moderator is allowed to do other than posting content on behalf of the page.
- Advertiser : Can do everything an analyst is allowed to do besides create ads and campaigns.
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Once you’ve assigned the appropriate roles to the right people, click Next
Team roles and permissions per ad account.
At this point, as we anticipated, you will be able to define more specifically the permissions of your team members with respect to which ad accounts they will be able to manage and what type of role they will have for each of them.
Next, you’ll assign which ad accounts your team members can use and what roles they’ll have for each account. As with Pages, you have several choices based on the responsibilities and levels of access you want to give each member of your team: Ad Account Analyst , Ad Account Administrator or Advertiser.
- Ad Account Admin: Can manage all aspects of campaigns, including editing billing details and assigning roles to others.
- Ad Account Analyst: Only has access to view ad performance.
- Ad Account Advertiser: Can view, edit and create new ads.
At this point you have reached the conclusion of the process and you can click on continue . You’ll see an alert summarizing how many people you’ve added to your team and what roles you’ve assigned. Now you have to wait for each of the participants to accept the invitation to join your Facebook Business Manager team. Each will receive an email with information about the access you provided and a link to get started.
Add your Instagram account
Now that you have accounts and assets set up you can link your Instagram account to Facebook Business Manager as well.
- From the Business Manager dashboard, click the gear icon at the top of the page.
- In the left column, select the item account – instagram account . Click add and enter your username and password.
- Select the ad accounts you want them to access when advertising on Instagram. Only people who can access these ad accounts will be able to use this Instagram account.
Unlink a page from business manager
Facebook Business Manager is a very powerful tool, exceptional in terms of the performance it allows you to produce. However, it doesn’t shine for ease of use and has several small bugs.
One of the most common difficulties is related to difficulties in removing a previously linked page. The most immediate method is to resort to a small trick.
It will be necessary to create a new page , fictitious and generic, which will have the sole task of allowing the unwanted one to be removed. Subsequently by connecting to Facebook Business Manager by accessing the settings and the list of pages it will be necessary to click on add page and then on claim a page. Next, paste in the address of the dummy page that was created. Only now, by clicking on the left on the little man icon, you can choose which page to remove. If the other page had not been created, this action would not have been possible.
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Facebook Business Manager Dashboard
The Facebook tool that allows advertisers to manage company pages, advertising accounts and applications from a single interface by monitoring the results is finally set up. The Facebook Business Manager dashboard can be navigated through the drop-down menu that opens by clicking on the hamburger icon at the top left. The areas are divided into 5 categories:
- Planning
- Creation and management
- Measurement and reporting
- resources
- Settings.
All the functionalities of the tool are thus divided into 5 macro-areas with the relative sub-categories.
The Facebook Pixel
Before carrying out any campaign it is necessary to prepare the account in such a way as to then have all the data available to act in the best way. To do this you need to rely on the Facebook Pixel.
What is Facebook Pixel
The Facebook pixel is a script that must be inserted in all pages of the site and allows you to have precise and detailed information on who surfs it. It is the element that allows the algorithm to work and carry out the actions for which social media marketing on Facebook is really powerful by relying on really relevant profiles. Naturally the pixel is able to absorb and catalog a lot of information, it will be the marketer’s job instead to understand and define which actions are performed by users on the site that will be really important to track.
When a site uses cookies it means – in a nutshell – that it keeps track of information about its visitors. The mechanism that is generated is this: the pixel stores the users who visit our pages and allows communication with Facebook. As soon as the user enters the site, the script will tell the blue social network “this user/cookie refers to an individual who has visited your pages”. Until this user clears the cache we will be able to use cookies to use this info for profiling and perform remarketing actions on him. .
What is the pixel for?
This script inserted in all the pages of the site allows you to:
- MONITOR TRAFFIC ON THE SITE: Once installed on the site it will start collecting information.
- OPTIMIZE CAMPAIGNS: will use this information to optimize campaigns. It will push more auctions for similar users who have already converted, it will direct the budget to the goal we set (traffic, conversions, etc).
- CREATE AUDIENCE LISTS: In setting up the campaign we will be able to create certain actions. Based on the completion of those actions, the pixel will create audience lists on which we can then carry out subsequent marketing actions, with the aim of being able to generate a positive return on investment. (Learn more here how to measure the Facebook ROI of your campaigns)
For example, a betting agency could set up two different actions to monitor : registration and deposit. At that point it could then set up marketing actions on those who registered but did not deposit. The same thing for visitors to an e-commerce who have not purchased. By creating an ad with an “all visitors, except those who have already converted” rule, Facebook will make sure that all the target people see the ad who, however, have not yet taken the desired action.
How to create the pixel
- From your Facebook Business Manager dashboard, click the menu icon in the top left. In the event measurement tab, click on the pixel item.
- In the screen that opens, click on the blue “add a data source” button and select Facebook pixel.
- Enter a name (up to 50 characters) for the pixel, then click create . When you click create, you agree to the pixel terms and conditions. We advise you, of course, to read them.
- Wait for the pixel to be created, then click configure pixel.
- Install the script on all pages of the site, perhaps relying on Google Tag Manager.
If you want to know everything about the Facebook pixel and get advice, we recommend taking a look at our article.
Set up your first campaign with Facebook Business Manager
At this point we have created our account on Facebook Business Manager, we have calibrated this powerful machine by setting all the settings, connected the personal profile, the Instagram account and all the pages we intend to manage.
If we work as a team we will have connected the different advertising accounts and established roles and authorization levels for each of them and, finally, once the pixel has been set, an indispensable tool for optimizing our efforts, we are finally ready to create the first campaign.
- From the Facebook Business Manager home page, click on the menu icon at the top left.
- In the creation and management tab, go to ad management, then click on the green create button on the screen that opens.
- Choose the campaign objective. Facebook offers many advertising objectives to help you achieve the results you want. Your advertising objective is the action you want people to take when they see your ads. Compose your message, define the target audience, placements and formats .
Here we are. Now you have the full range of possibilities offered by Facebook in your hands.
Conclusions
Are you passionate about all this and do you want to make it your job? You can choose to attend the digital marketing master, which will allow you to acquire all the skills necessary to address the issues we have seen in this mini-guide, moreover, you can still choose to verticalize your profession towards the management of social channels as a Facebook consultant.
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