6 Actionable Ways to Use the Facebook Business Manager
At the moment of writing, there’s 2.07 billion active users on Facebook. The average user out of that number spends about 20 minutes on this social network. That is a lot of time to make an impression and get your business in front of a large audience.
This is exactly what businesses are doing with Facebook pages, from brick and mortar shops to large corporations. There are currently 65 million business pages on Facebook - and only 4 million out of those are paying for ads.
If you have a business page yourself, there’s a high chance you’re using your personal profile to manage it. However, if you demand more from your page and especially if you’re running multiple pages, you should be using the Facebook Business Manager.
What is the Facebook Business Manager?
It didn’t take long for Facebook to realize that not everyone will want to manage their company through their personal profile. Moreover, there are plenty of users out there managing more than one business page, ad account or some other type of asset. Doing all this work from your personal profile is inconvenient and impractical.
This how Facebook Business Manager came to be. This app is designed to help you manage business pages, ad accounts and other assets on Facebook. The true value of Business Manager is in the following:
- It’s completely separate from Facebook (it’s on a different domain)
- It can be accessed by multiple users for a single asset
- You can assign different rights to these users
Should you go through the trouble of setting up a Facebook Business Manager account? That depends on your individual needs, but if you’re actively running more than one page, the answer is definitely yes.
There’s lots of guides and how-tos for Facebook Business Manager out there. Instead of general guidelines, here are some actionable insights into what you can do with this platform.
1. Mind who you invite and how
One of the most useful features of Facebook Business Manager is the ability to let multiple people run your page. You may be thinking - I can also do this using a regular page manager with my profile - but there’s a lot more to it.
In order to run a page through Facebook, you absolutely need to have a personal profile. With Facebook Business Manager, you can access it just by using your email. Speaking of which, you shouldn’t add just any email to the app. Make sure you add employees using their company address, because personal email accounts could be linked to their personal Facebook profiles.
When you have an idea on who you want to invite, you need to think about the degree of access you will give to them. You can assign administrator and moderator roles to different assets such as pages and ad accounts. This benefits you in more ways than one. First off, one employee can’t mistakenly access a page they’re not managing. Second, you can restrict their access to data they should not be able to see.
There’s two ways to invite new entities to Facebook Business Manager - Assign People or Add Partners. The two are pretty self-explanatory. People are individuals such as company employees or agency consultants. You can add people by going to Add New and clicking on People. This is where you enter a user’s email address and choose if they will be added as admin or employee.
On the other hand, Partners are organizations such as marketing agencies. Adding a partner is just as easy - simply go the asset you want to manage, such as a page, and click on Assign Partner. In this case an email won’t be enough and you will need to provide their Business Manager ID, which you will need to get from them directly.
2. Own your own company
Not everyone has the time and energy to run their own Facebook page or ad account - this is only natural. For this reason, lots of people hire advertising agencies to take care of this task. While we don’t disapprove of this (on the contrary), you need to set some necessary boundaries.
Within Facebook Business Manager, only one account can claim an asset such as business page or an ad account. By all means, this account should be yours personally, and not the agency’s. If you decide that you no longer want to use the services of this specific agency, you will have to go through the additional work of getting them removed from the account. Besides, you don’t want them accessing absolutely all of your page information.
The better way to go around it is to claim your pages on your own and then give access to assets to your agency. You will be able to control what they can see and use, and you can remove them any time.
3. Request what’s yours
Sometimes it can happen that someone already created a page for your business before you got to it. You can simply go to the Request Access tab in the Business Manager and enter the page you would like to gain access to.
Note that this option is mostly intended for agencies that need access to their clients’ pages and assets. If by some chance there’s a page out there that you need to claim but can’t get access to, Facebook Business Manager will not be of any help.
Unfortunately, if there’s a page that someone created, you will have to message the administrators and discuss it with them directly. Even if the page currently has no administrators, you will not be able to ask Facebook for access. The reasons for this are purely practical, as Facebook does not want to get involved in page disputes.
4. Make use of Projects
Think of Projects as folders for Facebook Business Manager. If you have a bunch of assets such as pages, product catalogs and even Instagram accounts, it can get pretty tiring to manage them all. Projects allow you to group all of these assets into a single project so that they’re much easier to manage.
The biggest benefit to Projects is actually not in page management, it is in role assignment. Your assets can be grouped according to topic, location, region or any other criterion you set. You can then easily assign people to projects instead of going for individual assets.
Bear in mind that one asset can only get added to one project. If need be, you can shuffle assets around and move them from one project to another.
5. Create multiple ad accounts
If you’ve ever tried running ads on Facebook with your personal account, you’ve probably run into this problem. You can only associate your personal profile with one advertising account. This is perfectly fine if you only want to run one page and one ad account, but it’s a serious limitation for even slightly more advanced users. You can always create a new ad account, but this will delete the previous one, along with all the associated information.
With Business Manager, you can create multiple ad accounts, with different features. Some of these include currency, time zone and payment method. Depending on your needs, this may not sound that appealing, but it opens up many possibilities. You can run ads for different markets and countries, create custom audiences for different websites, charge clients in different currencies and much more. Even if you have just one page, this is extremely helpful if you operate in different countries with larger audiences.
6. Share pixels
When Facebook introduced pixels, everyone rejoiced with happiness because of the powerful advertising options it provided. Unfortunately (and relating to our previous point), pixels are linked to personal profiles if you’re going the regular way.
With the Business Manager, you can share a pixel with another business account. Here are some of the reasons why this is a good thing:
- You don’t have to link the pixel to a personal profile
- You get a better insight into who’s using your pixel
- An advertising agency can look into your pixel without much hassle
If you’re struggling with Facebook Pixel, you might wanna check out our article on the Facebook Pixel Helper.
As you can see, Facebook Business Manager is not that big of a deal to use, whether you run a single business page or hundreds of them. It has a range of useful features and these are some of the ones we found most useful at LeadQuizzes.
Should you be using the Facebook Business Manager yourself? If you run a single business page, probably no - you can take care of everything from your personal profile. If you run several pages, you will appreciate the Business Manager features and its ease of use. Finally, if you don’t run a page and you have an agency who does it for you - do yourself a favor and use the Business Manager to stay in full control of your assets.
If you’re using this platform for your Facebook advertising, please let us know your experiences in the comments - we’d love to get some new insights.
Are you looking for a way to get more traffic to your Facebook business pages? Try using quizzes today, it’s free!