Facebook Business Manager – A Complete Walkthrough
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There are many people who create one Facebook account for themselves and use it for their whole life. But there is a tremendous commercial potential of Facebook as well. This has encouraged many people to maintain or be part of several Facebook pages. Many agencies assign a number of people to work on many pages. For such scenarios, the Business Manager comes in handy. It helps you to manage all those pages conveniently.
Another trouble many people face is while moving from one account or page to the other. Facebook Business Manager helps you do that smoothly. Additionally, you get help to manage the people who work on those pages or groups. Let us look at some facets of Facebook Business Manager.
Create and Manage Facebook Business Manager Account
There are two ways to get your account up and running. The first is to first set up your account and then claim your pages and groups. You can then assign roles to the different people who would be accessing and using those pages. The roles you assign could be Business Manager Admin or Business Manager Employee. These people would be part of your profile. You can use the other way if you do not have any existing pages or groups that you want to add. You create the profile first and then create the pages or groups which you want to add into your profile. If you are someone who is managing others’ pages, then you can request access to those pages through your profile.
In case, you haven’t been there before, you need to log on to Facebook Business Managerto create your account. The username and password of this profile that you create should be distinct from your personal Facebook account. That page would not be visible in the new Facebook Business Manager profile you create. Once you have created your profile, you will have several columns to work with. These columns are – Plan, Create and Manage, Measure and Report, Assets, and Settings. We will talk about each of those later in this article.
You also have the option of creating an advertisement account within your profile. While creating your profile, you will see the ‘Create Ad Account’ button which you can use. You should take care to input your correct time zone. Additionally, you will need to provide your preferred currency and payment mode. You will also have to assign separate roles and access levels to different people. For example, your employee would need a role different from an external vendor or partner.
This section has three options which can help you plan your marketing campaign. It is useful when you are using Facebook pages and groups. These options are ‘Audience Insights’, ‘Campaign Planner’ and ‘Creative Hub’. When you want to plan a new marketing campaign, you can start off by looking at your earlier campaigns if you had any. When you choose ‘create plan’, you can make the fresh plan. You also have the option of uploading several versions of the plan. This would help you to compare different versions. The broad outlines of your plan should touch upon some aspects. These aspects are budget, target audience, the purpose of the campaign, distribution of ad placement and ad frequencies and the targeted spend per day.
Measure and Report:
The best-designed campaigns would be likely to fizzle out if you do not take regular dipsticks. That will allow you to check how the campaigns are doing. That is why you need to measure the efficacy of your Facebook ad campaigns as well. The Facebook Business Manager allows you to look at your campaign progress. It can also give you specific insights about a particular campaign. You can choose to get reports of an extended period or a very recent and limited period, like a week, for instance. There is a preset order in which different metrics are made available to you. Depending on your objectives, you can restructure the order of those metrics. You can put on top those you are more interested in. You can select reports from a set of existing reporting formats, or create customized reports. You can do this by choosing specific columns to feature in your reports. You can set up these reports to be automatically generated every week and emailed to you. Every report should be assigned distinct names. This will help you to make out the contents easily from the name of the report.
When you set out to use the Facebook Business Manager to measure the effectiveness of your Facebook ad campaign, then it is important to keep your objectives in mind. Some campaigns are for spreading awareness of a new initiative or a new product. Some campaigns are in the nature of damage control for an earlier negative conversation about your company. Some campaigns are specifically carried out to generate revenue.
One of the most important things that Facebook Business Manager can be used for measuring is the return on investment. In a very broad sense, this is the ratio of the total revenue generated by a campaign and the cost of that campaign. If a particular website features several product variants, then the ROI (return on investment) would ideally need to be calculated for each variant separately, if possible. Another measure of a Facebook ad is called a relevancy score, and you can check out our previous blog on how to get a high relevancy score.
There are several useful metrics you can use for your accounts. Some of them are Pixel, Split Testing, Mobile SDK, Brand Lift and Conversion Lift. Click here to read our guide to increase your relevancy score and decrease your advertising costs on Facebook.
There is a useful feature called Projects inside Facebook Business Manager. You can use it to track and use all of your assets. You can organize all your assets as a single project if you add many assets into a single project. There is only one thing to remember when you do this. The business manager will give you an asset view of only certain assets. You will only see the pages or groups which are distinct from your personal Facebook account.
Once your profile has been created and assets added, you have the flexibility of modifying several things on your profile. You can change your profile name or the linked email ids for your profile after it is ready. Every profile has a primary page among its assets, and this primary page can be changed by you by modifying the ‘Business Information’ section. Facebook Business Manager usually sends notifications to you when something has changed. You can control the mode and frequency of these notifications.
7 Tips To Use Facebook Business Manager Efficiently
Keep Tabs on Metrics:The number of Facebook users is growing almost every day. That is why the metrics available on this tool sometimes get hit by bugs and other issues. You can’t afford to continue using your chosen reports for years. You need to keep track of the latest developments.
Choose Ads Smartly: Facebook is gradually limiting the number of ads that appear on any one’s newsfeed. So you need to select your ads such that they can have the greatest impact.
Troubleshoot By Yourself: The Business Manager of Facebook doesn’t provide any helpline number to call if you get stuck. The emails that you might send will not be responded to immediately, but only after a gap of 24 hours. That’s the reason why you need to either get around problems by yourself. You can also reach out to the user community to get answers.
Everything Isn’t Perfect:There are several benefits of Facebook Business Manager. But you also need to accept that there are still several unresolved issues. There could be payment issues, unexplained lockouts of certain accounts. You could see some ads getting removed or blocked and several other problems like this. But Facebook Business Manager is still a wonderful tool in your hands, in spite of these unresolved glitches.
Watch What You Claim: The business model is such that a particular asset can be claimed by any one entity only. So you have a choice of either letting your agency claim a particular asset or you can claim it yourself. Allowing the agency to claim it might sound like a very soothing option. But it is always advisable to keep control of yourself. That way, you can dictate the direction of your campaigns yourself.
Separate Business and Personal:While Facebook Business Manager necessarily keeps your personal Facebook Account separate from your business profile, it doesn’t have any such mechanism to avoid confusion while you are providing access to employees. You need to be sure that you are only adding their work-related email id and not their personal one.
Track Those You Admire:Most business users like to keep tabs on who are liking their assets. But you should also use the inverse feature. This allows you to track other owners’ assets which you have liked earlier. It helps you keep track of what they are doing, and could generate ideas for you to emulate as well.
It is true that not everything about Facebook Business Manager is perfect. But it is still a really useful way to get everything you need together at one place. We are sure the features will improve further in the days to come.