You’re ready to start running Facebook and Instagram ads, but not sure where to start? Or you’re not sure how to keep all of your assets organized?
Here at Tuff, we work with businesses who’ve just begun to run Facebook ads, those who spend thousands of dollars each month on the channel, and many in between. We’ve learned a thing or two about how to (…and how not to) set your Facebook accounts up for success.
This blog has plenty of Facebook jargon. Here’s a handful of definitions to help you keep things straight:
- Facebook Asset: One of the many Facebook properties that have to be created in order to run ads on the channel (page, ad account, pixel, and product catalog are the main ones).
- Business Manager: Facebook’s central hub for organizing all of your assets.
- Personal Profile: Your personal Facebook account, where you go to connect with friends and groups you’re part of. This is granted access to your Facebook page via Business Manager (if set up correctly), but is separate from your business’s Facebook assets.
When we onboard new clients, we often run into two common setup mistakes:
- Previous agency partners own the brand’s Facebook ad account, pixels, pages, and product catalogs because they created them.
- Their ad account and page is owned by a personal profile rather than a Business Manager account.
One of the biggest hiccups we run into is when a previous agency or marketing partner creates the ad account and pixel for the brand. This often means that the user who created the asset also owns the asset. And when that partnership ended, the previous agency still owned all those assets they created.
This is why Tuff coaches our clients on how to create their own ad accounts, then grant our team proper access to it.
Why It’s Important to Own Your Own Assets
Fundamentally, we believe in transparency with our clients, and that starts with how we set our channels up before we launch campaigns. When you own your Facebook assets, you also own the data you need to make marketing decisions.
What is Business Manager?
Facebook Business Manager helps advertisers integrate Facebook marketing efforts across their business with external partners (like Tuff!). It acts as a central place to manage your business, separate from your personal Facebook profile.
This free platform allows you to run and track ads, manage your pages and ad accounts, and add agency partners.
As Facebook advances the measures it takes to prevent spam accounts, it’s becoming more essential for brands to set up a Business Manager account rather than own all assets through a personal profile.
It’s essential that someone on your team—usually the business owner or marketing manager—creates the Business Manager account. The personal profile that creates the Business Manager will also own the Business Manager. If necessary in the future, you can change ownership, but you have to go through Facebook support to do so.
Giving Your Agency Partners the Correct Access
Once you’ve created your Business Manager account, you’ll want to assign your agency’s Business Manager as a partner. Then, you’ll click “Share Assets” to give them the access they need to your ad account, pixel, page, etc.
Here at Tuff, a Growth Marketer will provide you with detailed instructions during the onboarding phase to help make sure you’re set up properly!
Interested in learning more about our social advertising service? Give us a shout!
Kristin is a growth marketer living just outside of Nashville, TN. After working at a couple of agencies based in Music City, Kristin found her way to Tuff to focus on social ads strategy. When she’s not fiddling with Facebook ads, you’ll find her chasing her 1-year-old son Liam around the house or playing fetch with her dogs.