1.66 billion people sign in to Facebook every single day (source: Facebook). It is not a surprise then, that Facebook ads are gaining more and more popularity among social media marketers (92% use the platform for advertising purposes). And that is why an understanding of Facebook Ads Manager and Business Manager is a must in current times.
While brands do use Facebook to connect and interact with their consumers, advertising is not far down the list of aims they want to achieve through the platform.
After all, Facebook ads can potentially reach 1.9 million people, according to Hootsuite.
But can you really leverage the full potential of advertising on Facebook if you don’t know the ins and outs of the tools Facebook has created for the purpose?
Facebook Ads Manager and Facebook Business Manager let you take charge of all your advertising and digital marketing efforts on the social media platform.
Whether you are a small business owner or a digital marketing agency, you should know every function of these tools backwards.
And once you are done with this blog post, you will!
We have split the blog post into four modules so you know just what to expect:
[lwptoc skipHeadingLevel=”h4,h5,h6″ skipHeadingText=”Wrapping it Up”]
You can run ads as an individual, absolutely, but let us ask you a question:
When you see Sponsored posts on Facebook or Instagram, are they usually posted by individuals or business pages?
That’s right – it is business pages that run campaigns in their name.
And that is what you need to do.
To make your life a little easier, we will start off by showing you how you can create a Facebook Business Account, as well as a Facebook page for your business.
Then we will move on to the core elements of Facebook ads manager.
Setting up a Facebook Business Manager Account is no rocket science.
But people find themselves a little apprehensive when it comes to giving it a go because it seems to them like it will be too technical.
Quite the opposite, in fact. A Facebook Business Manager account helps you take charge of your business pages, ad accounts, and all other marketing efforts from one place – as easy as 1, 2, 3!
Here’s how you create the account.
Step 1: Search for business.facebook.com in your browser.
On the page that appears, click on the Create Account button.
Add your Facebook Login details to move the process further.
Step 2: In the following few steps, you will be asked to add certain important information in the pop ups that appear.
This includes the following:
- Your business account name
- Your name
- Email address
When you click the Submit button after having added all this information, you will be given the option to add a cover photo to the account.
Next, you can add your pages and ad accounts among other things to the Business Manager account to get it up and running.
But before that, let’s look at how you can modify the Facebook Business Manager settings at a later time, if you choose to do so.
The account is all set up and you’ve added all the information that works for you right now.
But what if you want to edit some information in the coming days?
What if you want to add or remove people from the team and modify their permissions?
There are a number of things you may want to change in the account. And you can do all that from the Facebook Business Settings page.
To go to the Business Settings page, go to Facebook Ads Manager or Business Manager and click on the drop-down menu in the top left-hand corner of the page. From here, click on Business Settings.
The settings page menu basically has four sections, which are then divided into multiple other categories you can play around with. We list them all here for you:
- User permissions
- People – Add or remove team members, assign assets, and change roles
- Partners – Add or remove partners
- Requests – Manage requests that have been sent and received, as well as the invitations your team has sent to people to give them access to certain of your assets
- Business assets
- Accounts – Edit settings for pages, ad accounts, apps, Instagram, accounts, and lines of business
- Data Sources – Add and delete data sources, and modify permissions associated with them
- Integrations – Control who can download your leads
- Business Asset Groups – Organize the assets of your business by creating group
- Business account
- Info – Edit all core business information
- Payment Methods – Add or modify billing information
- Security Center – Set up two-factor authentication, add a back-up admin, and verify your business
- Notification settings – Select which notifications you want to see
- Brand Safety – Manage your domain and block lists
- Registrations – Register affiliated news pages
If you want more detailed insight into how you can play around with the settings in Facebook Business Manager, we have just the blog post for you!
Give it a read now:
Technology is always changing. Whether it is an app on your phone or tools within Facebook Ads Manager, you’ll notice something new every other day.
And if you want to get the most out of the tool, you need to be on top of these changes – only then will you be able to leverage its full potential.
At the bottom of the menu on the left-hand side of your Business Manager homepage, you will see an icon (a question mark inside a circle) for the Help Center.
Click on this button and you will be led to the Help Center. Here, under the Additional Resources section, you will find Ads Manager Updates.
Within these updates, you will find feature releases, updates, and announcements. They will be in chronological order, and divided into weeks so you can easily keep track of them.
Clicking on the Older and Newer button will help you navigate the updates.
Be sure to focus on the updates that have an effect on your operations.
Well, that was quite the detour!
Coming back to the point…
Once you have created a Business Manager account, you will see a screen that looks something like this:
The page can also look like this if you have updated the settings:
You can now get started with your Facebook Ads activities by adding an ad account under the Ad Accounts section.
We will discuss that with you in detail so all your questions are answered.
But before that – above the Ad accounts section, you will see a section titled Pages.
Here, you can do two things – you can:
- Add a page
- Create a page
There is a reason why these options are presented to you first thing after you’ve created a Business Manager account.
Having a Facebook page for your business isn’t merely a choice in these uber competitive times when an online presence is a must – it’s a necessity.
90 million small businesses are already on Facebook, making using of the platform to reach their customers. Can you imagine being left behind in such a scenario?
So it’s decided – you need a page.
And it just so happens that adding a page is quite simple – just click on the Add Page button and follow the on-screen instructions.
Creating a Facebook page for business isn’t a difficult process either, but there are some best practices you can follow.
All you have to do is follow these simple steps:
a. Choose whether you fall into the Business or Brand or the Community or Public Figure category, and click on Get Started.
b. Next, add your business’ name, category, and other core information.
c. Add a profile picture that best represents your brand (your logo is your best bet here).
d. Add a cover photo that gives your audience some additional information about the brand.
With this, you have created the core template for your Facebook page.
Now is the time to add more information that will help your customers and potential consumers learn more about you and understand the brand better.
Remember, the point of the page is to inform your customers, communicate with them, and make it easier for them to interact with your brand.
Keeping that in mind, add this information to the page:
- A description of what it is that you do, your Story, and your About Us section
- Where you are located
- The hours you are operational
- Where and how people can contact you
- An easy-to-remember username
You can then modify the settings of the page and add people to the team among many other things.
For a complete guide on how you can do all these things in the best way, check out this blog post!
Now that we have that covered, let’s head on over to creating Facebook ad accounts and exploring Facebook ads Manager.
Before you can start getting the most out of Facebook Ads Manager by running top-notch ad campaigns, you need to create an Ad account.
While this may seem daunting, it really isn’t.
The main reason for that is that it’s not set in stone. While you do want to choose the most ideal settings, you can easily change them later if you find that they are not working for you.
But we’ll come to that later.
First, how do you create an ad account?
Let us walk you through it.
Step 1 – Initiate the Creation Process:
Let’s go back to the page you come to when you have finished creating a Facebook Business Manager account.
Here, click on the Create Ad Account button in the Ad Accounts section.
Consequently, you can click on the Business Settings button at the top right-hand corner of the Facebook Business Manager page, head on over to Ad Accounts in the menu on the left and add an account from there.
Step 2 – Add Important Information:
As part of the creation process, you will be asked to add the following details:
- Account Name
- Time zone
- Who you are creating the account for (yourself or another business)
Step 3 – Add People and Permissions:
You will be also be asked to add people to the team (this, of course, is entirely up to you) and assign them permissions.
If they have Standard Access, they will be able to Manage Campaigns and View Performance.
Consequently, if they have Admin Access, they can manage the entire ad account. Needless to say, if you are going to be running the Ad account primarily, give yourself admin access.
Once you have added the permissions, your ad account is essentially set up.
But you’re not done just yet! Which brings us to our next step:
Step 4 – Add Payment Details:
Seeing as this is an ad account, you can’t really get anything done unless you have a payment system set up.
That is why the next step – which you can’t really progress without – is adding the billing information to the account.
a. Coming back to the Business settings page, click on Payment Methods in the menu on the left-hand side of the page.
b. Click on the Add Payment Method button.
c. In the pop up that appears, add all the information that is required.
(You can find a second method to do the same thing here!)
Next, you will have to add a spending limit, which is the amount you do not want to cross before an ad stops running. This can, of course, be changed later if your budget or preferences change.
Before you can start running ads for your business, you need to add your business page to the ad account.
In Business Settings, under the Accounts section in the menu on the left, click on Pages.
Click on Add Page (you will be given the option to add an existing page, request access to a page, and create a new page – which we have discussed above).
Click on Add a Page, insert the URL of the page you want to add, and you’re done.
You aren’t always going to be running your ad campaigns yourself – as you grow, you may decide to outsource to a digital marketing agency, for example.
To give someone else access to the account, go the Business Settings menu once again and click on People.
From here, you can follow the on-screen instructions and add the individual, as well as assign them the relevant permissions.
We discuss the entire process of creating an Ad Account in detail in this blog post – give it a read!
We’ve already discussed Facebook Business Manager settings with you and how you can select your preferences in a way that suits you best.
Now let’s come to Facebook Ads Manager settings.
In the drop down menu in the top left of your Facebook Ads Manager homepage, select Ad Account settings.
You can also go to the page by clicking on the Settings icon in the top menu in Facebook Ads Manager.
Now, on the settings page, you can select the ad account for which you want to modify the settings from a dropdown menu in the top right corner of the page.
You will come to a page that looks something like this:
Here, you will have four categories:
a. Ad Accounts – Change ad account name, time zone and currency, business information, and ad account roles; you can also deactivate the ad account from here
b. Pages – View and manage your pages
c. Payment Settings – Add or modify a payment method, as well as your account spending limit, and view your billing and receipts history
d. Notifications – Select which notifications you want to be able to view
For more details on how you can modify the settings and get the most out of the tool, check out this blog post:
This is what the dashboard of your Facebook Ads Manager account looks like:
So what are the core components of the Ads Manager? Well, we have discussed them throughout this document in the form of the most useful tools and features you can get the most out of when advertising on the social media platform.
But here are a few of the major components of the Ads Manager dashboard that will help you understand the tool better:
- Account Overview – This tab gives you a glimpse of the overall picture when it comes to your ad accounts, campaigns, and performance. It basically provides you with a summary of everything that is happening.
- Campaigns – The campaigns tab has a list of all of your campaigns, as well as the specifics relevant to each such as Reach, Cost per Results, Amount Spent, and so on.
- Ad Sets – Here, you have a list of ad sets, as well as data that informs you of how each one is performing.
- Ad – In this tab, you have a list of each individual ad, as well as data specific to how it is performing.
You have the ability to create ad campaigns from the dashboard by clicking on the Create button on the left side of the page.
Reporting and Analytics are a must when you carry out any business activity.
Because you want to have a handle on the results your activities are having – all the more so when you are investing a good amount of money in carrying out those activities.
Seeing as we are talking about Facebook Ads Manager, let’s take an ad campaign as an example.
You spend a certain amount of money to run an ad campaign, whether you outsource it to an agency or run it yourself.
You now need to monitor the campaign and determine whether your ROAS (return on ad spend) is sufficient.
When you know what is performing well and what is not, you will be in a better position to decide future plans of action. You can tailor your strategies and campaigns based on that information.
So how does Facebook Ads Manager come into all of this?
Let’s discuss that in detail.
The Facebook Ads Reporting tool is part of Ads and Business Manager.
Here is what it allows you to do:
- Creation of reports (auto and manual)
- Customization of reports
- Scheduling of reports
- Export of reporting data
- Sharing of reports with various recipients
But where do you find it?
In Facebook Ads Manager or Business Manager, go to the main dropdown menu present in the top left corner of the page.
In the list of features and tools that will be displayed, you will find Ads Reporting. That is where you need to be headed.
In the left column, you can see certain breakdowns, based on which you can have the report displayed to you. These include:
The metrics you can choose from are:
- Custom conversions
You can also add filters from the drop down menu in the column just above the reports window. The filters include:
- Ad Account
You need to use all these options and go for the selections relevant to the report you are trying to generate. They basically narrow down the criteria and set parameters so that Facebook can show you just the data you need.
Once you’ve made the selection, the relevant report will be generated.
You can then study the data that is presented to you and derive meaningful conclusions about the performance of your ad campaigns.
Once you have the report in front of you, these are the actions you can take:
- Export any table report by the date
- Create a custom report
- Share a report using an online link
- Save the report in the Reporting section
- Choose and view data about a standard report
We understand that this is not nearly enough information for you to get the hang of the Ads Reporting tool and how you can use it.
But we have discussed it at length in this blog post – do check it out!
Experiments is a great tool within Facebook Ads and Business Manager that helps you literally run experiments to see what works for you and what doesn’t.
Also know as Test and Learn to users who prefer the older version of Facebook Ads Manager, it lets you gain insights, which you then apply to grow your business.
There are four main options that Facebook provides you when it comes to the Experiments tool (you’ll see the fourth one by clicking on the More button under the A/B Test section).
- A/B Test
A/B testing, also known as Split Testing, is what you go for when you have two ad campaigns that have the same objective.
Let’s suppose you want to sell a new service but you want to experiment (see what we did there?) with different audiences to see which one responds to it better. A/B testing is the way to go – you can try modified versions of your ad to see which one performs best.
- Holdout Test
As part of the Holdout test, your audience is divided into a test group (is shown your ads) and a 10% control group (is not shown your ads).
As a result, you can monitor and measure your conversions for better insights.
- Brand Survey
This, as suggested by the name, is – wait for it – a survey!
You basically conduct a survey and ask your audience what they thought of your ad. In this way, you can determine the kind of impact your ad is having on your brand.
- Campaign Budget Optimization Test
This test basically lets you observe whether budget optimization has an effect on your campaigns by way of comparison.
Intrigued to know more about how the Experiment tool can help you take your ad campaigns to the next level? Give this blog post a read – we discuss testing and learning in great detail here:
Analytics is yet another spectacular tool within Facebook Business Manager.
What it basically does is to make you aware of the people who are using your event source (such as your Facebook page, website, or app) and learn more about them.
It also lets you view the actions they are taking on your website, Facebook page, or app to understand how they interact with these platforms.
The best thing about this tool as that it allows you to set filters and parameters so that you can get highly specific metrics you can then analyze.
So how do you begin using the tool and understanding your audience better?
First off, you need to access it by going to the main drop down menu in the top banner of Business Manager and choosing Analytics from the list.
Here are the top actions you can take once you land on the Analytics homepage.
See an Overview of the Data
In the Overview section of the tool, you have the analytics for the following metrics laid out for you visually:
- Highlights – New users, unique users, revenue, purchase conversion rate, and so on
- Growth Metrics – Active users (last 24 hours), user activity, and so on
- Engagement Metrics – Active users (by hour), user retention, top reacted posts, and so on
- Page Metrics – Post reactions, post shares, and so on.
Your Facebook ad funnel is basically a system of campaigns that takes your consumer on a journey that ends in a desired end point or action (for you, of course).
Facebook Analytics helps you understand the effectiveness of these campaigns by analyzing the actions of your audience at every level.
View other trackable activity
You can see and analyze the results of various marketing efforts you are indulging in and use that data to determine your future course of action.
When we’re talking about analytics and reporting, we have one major aim: to understand the way our processes have performed.
We want to see what has worked for us and what hasn’t – that is the best way to modify and optimize our campaigns in the future.
The Facebook Attribution tool is another tool that helps us with this.
Attribution allows you to observe and understand the path your consumers took on their journey of conversion, as well as the various steps or touchpoints (the interactions of the customer with the ad, for example) along the way.
What does this do?
It gives you data to help you track and determine the precise touchpoint that can be credited for the conversion.
You future marketing and strategic decisions, thus, can be based on these observations about consumer behavior.
The two tracking methods Facebook uses are:
- Cookie-based tracking
- Multi-touch tracking
So where can you find the Attribution tool?
Simply go to the main dropdown menu in the top banner of Business Manager (you must be familiar with this menu by now).
The elaborate on-screen instructions will guide you through setting up the tool by creating a Line of Business, and selecting the relevant Ad Account, Pixel, People, Time Zone and Currency, and Line of Business Name.
You can then use one of the various Attribution models that Facebook offers to get started:
- Last Click
- Last Touch
- Equal Credit
- Promotional 30%
- Promotional 40%
- Time decay (1 day)
- Time decay (7 day half-life)
Do you want to learn more about each of these models and how you can put them into play?
This is the perfect read for you:
There are many tools within Facebook Ads Manager that you can use to benefit you in one way or the other.
Depending on what your business goals are, as well as other elements such as your professional description, business and advertising strategy, and more, you can choose which of these tools can bring you the most value.
As far as we’re concerned, we think a few of these tools definitely deserve a mention because of what they can do for your business.
Let’s take a look at them!
If you use the newer version of Facebook Ads and Business Manager, you are likely confused right now.
What are Assets? Where can I find them?
Fret not – we will clear your confusion in a jiffy.
The older version of Facebook Business Manager groups some tools together and names them Assets. These are:
- Shop Locations
- Brand Safety
You can find each of these tools in the newer version, just as standalone tools that, respectively, go by the names:
- Images and Videos
- Catalog Manager
- Store Locations
- Brand Safety
Let’s discuss each one in detail! We will use the terms present in the newer version of Facebook Business Manager but you can use the alternative name if you use the older version.
The main purpose of this tool is to help you reach the ideal audience for your brand. You can create audiences that you want to reach and save them for use later.
The three types of audiences you can create are:
- Custom Audiences
- Lookalike Audiences
- Saved Audience
Images and Videos
This feature is basically a library for all the photographs and videos you have uploaded to the account, used and unused, along with their specifications.
You can add and delete videos to this library as and when you please.
The benefit of the tool? When you are creating an ad campaign, you don’t have to struggle to find the perfect image – you already have a bunch of relevant images stored and waiting to be used.
In this section, you can create and manage catalogs for your business.
In simpler terms, it is basically an inventory platform where you add the products that you want to sell.
Once it has been set up, your catalog can be connected to ads, Page shops, Instagram Shopping, and so on.
Online is not the only place you may be conducting business – you may have a brick and mortar setup too.
If you do, this tool is for you. You can promote your shop (or other relevant place of business) and get people to give it a visit.
To get started, you need to:
- Add the details of your store
- Draft ads for the store
- Optimize your ad campaigns for a greater number of visits and sales
The Brand Safety section of the Facebook Business Manager is where you can control where your content is posted.
In other words, businesses can stop their ads from “appearing within or alongside content that is not conducive to their brand.”
With Inventory Fillers, you can select which kind of content you want your ads to appear near. On the other hand, with Block Lists, you can choose places where do not want your ads to appear.
Overall, Publisher Lists give you an idea of where your ads may pop up, whereas Publisher Delivery Reports tell you where they HAVE appeared in the past 30 days.
We discuss each one of these tools and how to operate them in a lot more detail here – check it out:
Facebook is primarily seen as a social media network that can be used by businesses to connect with their consumers and let them interact with the brand in real-time.
But that’s not all you can restrict Facebook to anymore.
More and more businesses are using the social network to sell their products and services online.
And that is the right approach to take, seeing as, in 2018, there were 1.8 billion digital buyers (Source: Statista)! Buyers are making the shift toward online buying – and that is where you need to be.
Facebook wants to make it easier for you to manage your e-commerce activities on the social media platform.
Which is why it has created a tool just for that purpose: Commerce Manager!
It lets you take care of the ins and out of online selling, including finding and reaching customers, as well as managing inventory, payment, and delivery.
Do you need the tool?
You can be someone who uses a Facebook business page shop to sell to customers online as a small business or a massive enterprise that uses Shopify stores for the management of their inventory and orders on Marketplace, Instagram, or Facebook page shops – the tool can benefit everyone selling online.
With it, you can:
- Gain insight into your customers.
- Let your customers browse your products or services and purchase them from Facebook.
- Give your consumers confidence by providing them with Purchase Protection.
- Manage your orders.
- Take control of your finances.
- Contact your customers directly for efficient communication and potential problem resolution.
- Make it a team effort and let your employees pitch in.
Now that you’re convinced this is the way to go for you, how do you start using the tool?
1 – Set up the tool
2 – Choose your channel
3 – Set up your checkout options
4 – Assign roles and permissions to your teams
Looking for information on all the features Commerce Manager offers and how you can use it to your advantage? Give this blog post a read!
Facebook Events Manager is one of the most important tools you can make use of in Facebook Business Manager.
In Facebook’s own words, you can use it to:
“Connect, view, manage and troubleshoot data from your website or app or offline interactions.”
Among other things, it uses data from the Facebook Pixel and allows you to track the activity on your website so that you can use it to define your re marketing lists and ensure optimum conversions for your Facebook ad campaigns.
As evident from the description, it can also track data from app and offline conversions – data which you can then use to enhance your targeting and conversion.
So, what does the Events Manager tool look like?
How can you use it to your advantage?
Well, the tool essentially has these sections:
- Data Sources – In this section, pick where your data is coming from. View, manage, and add data sources.
- Pixels – The pixel tracks your website activity and tells you whether your ads resulted in conversion on your site, as well as the actions people take on your site among other things.
- Offline Events – Track your offline results; i.e., whether your ads resulted in traffic (literally!) to your brick and mortar store.
- App Events –Monitor and track the actions people are taking on your site and use the data to drive more conversions.
- Custom Conversions – Create custom events by adding unique rules and parameters to track consumers’ behavior and activity.
- Partner Integrations – Integrate partners for customer purchases, interactions, and management.
Luckily for you, we have discussed each of these sections in a great deal of detail to address any questions you may have.
Check out the following blog posts and learn everything there is to know about Facebook Events Manager:
If you have even a little bit of experience with advertising, you know that you can get nowhere without a perfectly defined audience.
You can have the best message, the most creative copy to get it across, and graphics that would wow the entire world – but if you aren’t targeting the right demographic with these messages, there really is no point.
And that is where Audience Insights comes into the picture.
But what exactly does this tool do?
Well, to put it in simple terms, it is an analytics tool within Facebook Ads Manager that helps you better understand your audience, in turn assisting you with the targeting of your ads.
Before you start off, you likely know your ideal customer’s age, their gender, marital status, education, career interests, and so on. In other words, you’ve got the basics covered.
But do you really know what their interests are?
Do you know what they like or dislike?
Do you know what kind of pages they like on Facebook and the kinds of interactions they have with posts on the platform?
All these elements play a massive role in you:
- Understanding who your audience is, and
- Tailoring your message to reach them more effectively.
So, how does the tool work?
Well, you specify and study your target audience on the basis of some characteristics, namely:
- Age and gender
- Advance characteristics (e.g. education, work, life events, etc.)
You can understand their likes, gain an understanding of language and location specifics, and the activities they enjoy.
The best part?
You can save the audience you end up creating in Facebook Ads Manager and use them when you actually start creating your ads.
Learn all about the tool and how to use it in this blog post:
Creative Hub is an extremely helpful tool that lets you play around with how your ad looks before you even run it.
Why do need that?
Let’s break this down.
What are the most important elements of a Facebook ad (from a visual point of view)?
- Graphics (whether these are in the form of a photo or many, GIF, video, or any other options under the Sun)
- Ad copy (the headline, description, and caption)
- Format (are you going for a simple ad with one image or a carousel or collection ad?)
Creative Hub lets you put all these elements together and get a preview of the end product.
Here’s an example:
Once you see what the target audience will see, you will be able to decide whether the ad is likely to be effective.
You could change the image, edit the copy, even go for a completely different format – it is a dream come true for anyone responsible for running effective Facebook ads.
Here are some of the benefits of using the tool:
- Create Facebook ad mockups (which we just discussed in detail).
- View what the ad would look like on Desktop and Mobile.
- Create ad mockups for Instagram (and view them in the app too!).
- Ensure you are using images that will run AND be effective.
- Try out a number of different ad formats (namely: photo, video, carousel, collection, among many others).
- Work with other teammates for creative galore.
- Share ad mockups with higher-ups, clients, etc., and get feedback.
- Learn from big businesses and how they ran successful ad campaigns in the past.
Who needs it?
- Creative manager
- Marketing manager
- Digital marketing agency owner
- Small- to medium-sized business owner
This list can go on, but you get the point.
A great resource for your social advertising needs, Creative Manager is a must try.
Running ad campaigns and managing all your marketing efforts on Facebook (and Instagram) as a newbie can be challenging.
We aren’t going to deny that.
But you don’t need to make it harder on yourself than it already is.
And we want to help make it easier for you to find your way around the Facebook Ads Manager and Facebook Business Manager tools.
If you are unclear about something or have any questions, let us know in the comments and we will get back to you.
In the meantime – here’s to you making your mark in the world of Facebook advertising and marketing! Best of luck!