A Beginner’s Guide To Facebook Business Manager
First of all, why use Facebook Business Manager?
The answer is simple: Business Manager is a free Facebook platform that helps advertisers integrate Facebook marketing efforts across their business and with external partners. With Business Manager, you’ll be able to run and track your ads, manage assets such as your Pages and ad accounts, designating page permissions with different access level to members and add an agencies or marketing partners to help manage your business.
With Facebook Business Manager, you can assign access to partners and colleagues without adding them in your personal profile. By adding their email address, you can invite or remove members and supervise their activities per section.
The benefits of Facebook business manager can be summarized in 10 points:
- Get access to Pages and ad accounts without being friends with your coworkers on Facebook.
- More securely share and control access to their ad accounts, Pages and other assets on Facebook.
- No more shared logins and changing passwords.
- Easily add employees and agencies to your account.
- Easily remove employees and agencies to your account.
- Grant different permission levels based on business objectives.
- Manage multiple Pages and ad accounts from one Business Manager.
- Stay organized by grouping your Pages and accounts into projects.
- Create more collaboration opportunities within your team.
- All accounts in one place for the best management.
Getting started with Facebook Business Manager
One of the most important elements of Business Manager is giving permissions to people in your business and those who may act on behalf of your business. Setting different access levels across your marketing team gives you better control of your assets and information.
Assets that existed prior to your Business Manager account – such as Pages, ad accounts and pixels – will still be connected to your personal account with your initial permission settings. To avoid confusion, shift all business-owned assets to Business Manager.
Within Business Manager, there are two layers of permissions. Here’s the breakdown:
Layer 1: Roles specific to Business Manager
Business admins can control all aspects of Business Manager, including adding or removing people from the employee list and modifying or deleting the business.
Business employees can see all information in the business settings and can be assigned roles by business admins, but can’t make any changes.
Layer 2: Roles across Pages and other assets
Pages are assets controlled by the business they represent. Pages can only be claimed by one Business Manager, but they can have multiple partner or individual accounts that access, post and buy ads. This also applies for Instagram accounts and apps.
Ad accounts allow businesses to purchase advertising on connected Pages or apps. Every ad account should have an associated payment method and an authorised person who can purchase ads based on that account. Ad accounts should be owned by the Business Manager of the party managing invoices. However, ad accounts can be shared with any business so that they can run ads or perform analytics on behalf of your business.
Apps can be claimed and owned within Business Manager and shared with Business Manager partners who can manage the app settings. Business Manager app IDs help admins identify people who download any of their organisation’s apps. An app in Business Manager can also be connected to one or more ad accounts.
Each Business Manager can create up to five pixels, which can be shared with Business Manager partners. If someone else is managing your ads for you, you can assign them partnership to the pixel by selecting “Assign partner” and entering their business ID.
Shared audiences allow other people to access the audiences you’ve created for your ads. You can bulk-share Custom and Lookalike Audiences between ad accounts and/or media agencies if both the sharer and recipient are tied to a Business Manager.
Now the real question that remains is the following:
Is Business Manager for you?
Create a Business Manager if…
- Your business has a marketing team: You have more than 1 person working on your business marketing or more than 1 person managing your current Facebook or Instagram business presence.
- You manage assets: You manage multiple Facebook or Instagram assets such as Facebook Pages, ad accounts, or apps.
- You use a vendor: You work with vendors to help create, run, or manage your Pages or ads, but want your business to maintain ownership of all Pages, ad accounts, and assets.
- You need control over access and permissions: You want to maintain complete jurisdiction over your assets without attributing ownership to individuals who assist your business operations.
- You want your business to grow: You want the ability to request access to other pages, ad accounts, and apps, or share your pages, ads accounts, and apps with other agencies.