If the standard advertising opportunities of Facebook no longer satisfy all needs, or the organization of Internet marketing now includes more than one person and you need to somehow organize the whole process, then it's time to pay attention to Facebook’s Business Manager.
Business Manager is a free service from Facebook, created specifically for advertisers in the form of a single interface with additional settings and features.
- Who exactly should not set up a "Business Manager"?
- Who should explore the possibilities of "Business Manager" more attentively?
- Part one. Creating a "Business Manager" and basic settings
- 1. Company Information
- 2. Notifications
- Part two. Adding objects to manage
- 1. Creating and adding advertising accounts
- 2. Creating and adding Facebook pages to Business Manager
- 3. Joining an Instagram account
- 4. Add billing information
- 5. Adding staff (users)
- Part Three Settings for advertising and promotion
- 1. Facebook pixel management
- 2. Groups of offline events
- 3. Groups of event sources
- 4. Product Catalog
- 5. Projects
Additional features of "Business Manager"
First of all, it’s a single interface for managing multiple business pages, advertising accounts, employees, and even projects.
This is the ability to connect several different formats and sources of payment.
Providing access to an advertising account for several people.
And this is only the basic "buns". "Business Manager" has many useful settings, which we will discuss in more detail in this article.
Who exactly should not set up a "Business Manager"?
Those who have one or two own Facebook business pages connected to one bank card and not regular advertising campaigns. If this is about you, then a standard Facebook advertising account will cope with most tasks and it’s not worth wasting your time on the “Business Manager”. Do not do this and beginners, who for the first time try to set up and run their own advertising on Facebook.
Who should explore the possibilities of "Business Manager" more attentively?
For those who:
- There are several business pages and more than one person is engaged in advertising promotion. Or:
- Created several different business pages for different projects, which should be paid from different sources. Or:
- There are various projects and you need a few Facebook pixels.
- And finally, to all those who decide tomorrow to promote "other people's" pages and the question of connecting and managing advertising accounts of their clients will arise.
Part one. Creating a "Business Manager" and basic settings
All accounts in the Business Manager are created only on the basis of personal Facebook accounts. If it doesn’t exist, or you don’t want to use it, create a new account.
Actual pages and advertising accounts are later easily connected to the service, so you don’t need to do anything extra with them. Advertising campaigns can not be stopped.
The registration process itself is very simple and does not require special knowledge and skills. Registration is carried out on the next page - //business.facebook.com/
Immediately after registration, the main window will open with visual elements for moving between the main sections of the service. Now the windows of adding pages, advertising accounts and employees will open:
Later, after adding the corresponding objects, the main window will change.
The most convenient way to navigate between sections of the service is through the top menu. To do this, use the gear icon. Also in the top line is the search bar, the transition between accounts and the notification icon.
Go to the settings window (click on the gear icon in the top line):
Here are all the basic settings of the service. We will examine each of them further in the course of describing account settings. Now enough to remember where and what sections are located.
Immediately after registration, we recommend to go through the basic settings that should be changed at the beginning of work.
1. Company Information
Go to the settings menu in the "Company Information". Here you can see the limits on the creation of accounts "Business Manager", contact information provided during registration. If necessary, update or change the data:
The default is to receive all notifications from Facebook. We recommend that you immediately restrict the notifications from the "Marketing Updates" section; the remaining sections can be left unchanged:
Part two. Adding objects to manage
Before proceeding with the further settings, consider one feature of the "Business Manager". Any objects, that is, pages and advertising accounts, are added to the "Business Manager" in three ways:
A) Creating a new object. When an object is created from scratch and then configured directly in the "Business Manager".
B) Adding an object. If the page or advertising account was created earlier, you can add them to the "Business Manager". Then all rights to these objects will be transferred to the service and they can be fully managed via the “Business Manager” interface.
C) Request access. In this case, you can gain access to foreign objects for temporary management. It can be both pages and advertising accounts of clients.
1. Creating and adding advertising accounts
The first and most convenient feature of the Business Manager is the ability to create several advertising accounts, allowing you to separately manage the promotion of different pages or projects. By default, only two advertising accounts can be connected. If you need more, you need to write to the support team with a request to connect additional accounts. The maximum possible amount can be increased to 25 pieces.
- How to create a new advertising account from scratch?
Step 1. Go to the settings page and select the section "Accounts" - "Advertising Accounts" in the left menu and in the opened window click on the "+ Add" button:
Step 2. There will be three ways to add an advertising account, as we described above. Choose in this case, "Create an advertising account."
Step 3. Fill all the fields in the window that opens and click "Create an advertising account". Remember to choose the right currency. Be careful. The specified data will not be changed later.
Step 4. Next, a window will open to add people who have the right to manage an advertising account. By default, you will be specified as an administrator. While we are not changing anything here, click on "Skip".
Step 5. Advertising account created. Now you can manage it in the "Advertising Accounts" section. In the future, you will need to add a payment method. How to do this will be shown in the corresponding section of this article.
- How to attach an existing advertising account?
If an advertising account has already been created, you can add it to the "Business Manager" or give it access to work. Keep in mind - if you join an advertising account, in the future it can not be transferred. You can only delete and create a new one or give it access to another "Business Manager" account.
To add an existing advertising account, in the first step select the item "Add advertising account".
In the window that opens, add the ID of the advertising account and click "Add an advertising account". The account has been added and will appear in the corresponding section of settings:
- How to provide access to the advertising account?
Access is requested in the same way as adding an ad account described above. Only to gain access, you must first create at least one business page, otherwise Facebook will not allow you to get the necessary access.
2. Creating and adding Facebook pages to Business Manager
As in the case of advertising accounts, pages can be created from scratch, you can attach an existing one or gain access to managing the Facebook page.
- Creating a new Facebook page
To create a new page in the settings section, select "Accounts" - "Pages" and click on the "+ Add" button. In the pop-up window, select "Create a new page":
Next, we proceed to the process of creating a new Facebook page, which is carried out in the standard order for creating new pages.
- Joining a valid Facebook page in Business Manager
You can add only those pages where you are the administrator.
Step 1. Go to the settings page in the section "Accounts" - "Pages" and click on the "+ Add" button. In the pop-up window, select "Add page":
Step 2. In the window that opens, enter the link to the page you want to add and click "Add page":
- Request access to Facebook pages in "Business Manager"
Step 1. Go to the settings page in the section "Accounts" - "Pages" and click on the "+ Add" button. In the pop-up window, select "Request access to the page":
Step 2. Enter the link to the desired page.
Step 3. In the list that opens, select the role: Administrator, Editor, Moderator, Advertiser and Analyst. Click "Request Access":
Step 4. The administrator of this page will receive notification of access request. He will need to click on it and confirm the request. After that you get access to the page.
Step 5. Now you need to add people who will manage this page in the "Business Manager". Go to the settings page in the section "Accounts" - "Pages" and click on the button "Add people":
Step 6. In the window that opens, a list of people that you added to the "Business Manager" opens. If no one added, it will be listed one of your account. Set the corresponding checkbox in front of the name and click "Save Changes." In the future, you can always add new people or change their roles for this page.
3. Joining an Instagram account
If you need to promote an Instagram page, then it’s best to link it to your Business Manager account too. Make it very easy.
Step 1. Go to the settings page in the section "Accounts" - "Instagram Accounts" and click on the "+ Add" button:
Step 2. In the window that opens, enter the username and password from your Instagram account and click "Next":
Step 3. Next, bind your Instagram account to your advertising account by checking the appropriate box. Now advertising campaigns in Instagram can be launched through the "Business Manager".
4. Add billing information
Now is the time to deal with sources and forms of payment in the "Business Manager". As you remember, this is one of the convenient features of this service, so we will analyze it in more detail.
If you have added a valid advertising account to the Business Manager, then all payment information you set there will be saved.
For newly created advertising accounts there are two possibilities:
A) specify general billing information in the "Business Manager", which will later be used for any advertising account. In particular, it will be possible to pay for the promotion of any page from one bank card.
B) Add a variety of payment methods to each advertising account through the "Business Manager" interface. In this way, you can set different forms and methods of payment to promote various pages.
Consider both options and start by installing the general method of payment through the "Business Manager":
Step 1. Go to the settings page in the "Payments" section and click "+ Add":
Step 2. In the window that opens, set the necessary settings: "Country", "Currency" and bank card details and click "Continue":
Attention! In this case, only a bank card can be installed as a payment method. Other methods are not presented.
Now we will set the payment method in a separate advertising account:
Step 3. Go to the settings page in the section "Accounts" - "Advertising Accounts", in the window that opens, select a specific advertising account and click on the inscription "View payment methods":
Step 4. In the window that opens, select the advertising account and click on the button "Set up payments":
Step 5. Click on "Add payment method":
Step 6. In the window that opens, you can choose one of three formats: "Bank Card", "PayPal" or a coupon for Facebook advertising. Specify the desired format and fill in the details for the connection. If you enter the data for an advertising coupon, you still need to connect a bank card or PayPal service:
5. Adding staff (users)
Step 1. Go to the settings page in the "Users" - "People" section and click "+ Add":
Step 2. In the window that opens, add the contact information of the new employee: "E-mail address" and its role at the level of the entire Business Manager service. The default role is "Employee", in addition, you can set the "Administrator Access" and the role "Financial Analyst":
Administrator access level will give the employee the maximum amount of rights. When choosing the access of an ordinary employee, you can purposefully set a specific set of rights in the future. The role of a financial analyst allows an employee to get access to billing information and spending reports without the possibility of setting up an advertising campaign.
Step 3. In the window that opens, select specific pages and advertising accounts to which we want to connect a new employee and click "Invite":
After that, information will appear that the employee has been sent an invitation. And on the settings page you will see information about the added employee and the status of consideration of his invitation:
Step 4. In the settings window you need to select a specific amount of rights that will be granted to the employee in relation to the pages attached to him. For this, a specific role is selected next to the page name:
Roles can be the following:
- Administrator - full scope of rights to manage the page;
- Editor - get all the rights to create advertising and content management, with the exception of the rights of providing access to the page to others;
- Moderator - can manage the advertisement and content of the page, respond to comments on behalf of the page, but cannot provide access rights to others and edit the main page settings;
- Advertiser - can run and manage advertising;
- Analyst - can only view and analyze page statistics.
A detailed description of the rights of each role can be viewed by hovering over the corresponding role.
Step 5. In the settings window you need to set the role of the employee in the advertising account. It is done in the same way as setting the roles for the page:
Step 6. The employee can start working only after confirming his appointment. To do this, he must go to his email, open a letter from Facebook and confirm it.
Step 7. After that, a new window will open, where the employee will need to enter his name, which will be displayed in the Business Manager:
Step 8. Next, the employee will need to log in to his personal Facebook account and confirm his rights. After that, the employee will have the opportunity to work in the "Business Manager".
Now you can manage all the added employees and their roles from one page in the "Business Manager". You can always reassign access to pages or change the role of the employee. This is done in a couple of minutes.
Part Three Settings for advertising and promotion
Now, after we have added advertising accounts, created pages for promotion and assigned people responsible for managing them, it's time to move on to the advertising opportunities of the Business Manager.
1. Facebook pixel control
Let's start with the pixel Facebook. If you have already run ads through Ads Manager, then you know what inconvenience is caused by the presence of only one pixel. Business Manager allows you to create up to 10 pixels in one account.
Create a new pixel:
Step 1. Go to the settings page in the section "Data Sources" - "Pixels" and click on "+ Add":
Step 2. In the window that opens, specify the name of the pixel and click on "Create":
Step 3. Next, you will be offered to go to the pixel installation or return to the service settings, where you can make a standard pixel installation on the desired site or resource for further management:
Step 4. On the settings page, you need to assign employees and select an advertising account to which the pixel will link:
2. Groups of offline events
Offline events is a Facebook tool that allows you to track the effectiveness of advertising in a social network by downloading sales data from other sources. For example, applications received by phone.
It works as follows. You upload to Facebook contact details of customers who have made a purchase during the reporting period. Facebook tracks their activity and gives the result, how effective was the advertising campaign.
Create a group of offline events:
Step 1. Go to the settings page in the section "Data Sources" - "Groups of offline events" and click on "+ Add":
Step 2. A window will open with legal information on using Facebook tools. It is necessary to read it and click on the "Accept" button. We recommend you read these terms and conditions carefully. Since not performing any items in the future may lead to account blocking.
Step 3. In the window that opens, specify the name of the group of offline events and a brief description. Выбирайте названия, которые в дальнейшем позволят легко идентифицировать каждую группу и отличать их друг от друга:
Шаг 4. Выбираем рекламный аккаунт, к которому привязываем данную группу офлайн-событий:
Шаг 5. At the next stage, we assign employees who have access to this group of events and their role:
The offline event group has been created.
Step 6. Now you need to add specific data. To do this, go to the settings page on the offline event page:
Step 7. On the page that opens, click the button "Load offline event":
Step 8. A window for downloading files will open. Here you can download a sample download file. The file must be in CSV format:
In order to understand what data you can specify, we recommend to look at the examples that are available on the same page. A new window will open with an indication of each type of data. When you hover the cursor, a form of data is displayed to indicate in the file:
3. Groups of event sources
Facebook provides a convenient service for tracking sales derived from various client trajectories. So, if a person first saw an advertisement on the phone in the application, then went from the computer to the site and read the conditions and description of the goods, and only then he called and made an order - how, in such cases, to track the source of the advertisement?
To do this, you can create groups of event sources in Business Manager, to which various sources will be linked: mobile applications, Facebook pages, customer data from downloaded files, etc., etc. All of them will then issue a single end-to-end analytics based on the received customer data.
Create this group:
Step 1. Go to the settings page in the section "Data sources" - "Groups of event sources" and click on "+ Add":
Step 2. Now we enter a unique name:
Step 3. To bind specific sources, you need to click on the source type: Application, Pixel, Page and select the required resource in the drop-down list:
After binding all the resources, click "Create a group".
4. Product Catalog
If you are promoting a large number of products, then in the "Business Manager" you can configure the "Product Catalog", which will facilitate the work with advertising campaigns in the future.
Create a directory from scratch:
Step 1. Go to the settings page in the section "Data Sources" - "Directories" and click "+ Add" and "Create a new directory":
Step 2. Enter the unique name of the catalog and select the type of goods:
Step 3. Now we select the employee tied to the directory and assign the role to it:
Step 4. Bind the catalog to one of our pixels to track the effectiveness of advertising:
Step 5. The catalog has been created and now you can add products to it on the catalog page in your advertising account.
"Business Manager" provide another interesting opportunity. This is the creation and management of projects. In order not to assign people every time to pages, advertising accounts, pixels, etc., you can create a project and then add employees to it, present them all the rights and roles to participate in this project.
Create a project from scratch:
Step 1. Go to the settings page in the "Accounts" - "Projects" section and click on the "+ Add" button:
Step 2. In the window that opens, enter the name of the project and click "Next":
Step 3. Select the pages that you want to add to the project:
Step 4. Now bind the advertising account, save the changes and the project is created:
We created the main objects and added the necessary resources. But even this is not all the capabilities of the Business Manager. You can create blacklists of sites where your ads should not appear, add mobile applications for integration, bind domains and use other point settings, etc. Adding, editing and correcting other resources is absolutely similar to the examples discussed above and is not difficult.
"Business Manager" is intended for teamwork and this is his strength. But even if you manage ad campaigns alone, the Business Manager will help solve many integration problems and issues on the use of many different resources.