• Nick B.

Setting Up Business Manager for New Clients: The Agency Guide

As of 2019, Facebook's auction-based PPC advertising offering is 15 years old (started in 2004) and their efforts have enhanced a ton from that point forward. Business manager is currently solid enough for us to have the capacity to scale our paid social customer base since we're not wasting valuable billable hours switching between clients.


In spite of every one of these advancements Facebook has given lower-spend people next to no attention and therefore, agency support is, for all intents and purposes, non-existent. I get the idea of focusing on large account since they impact more individuals aggregately (for example Amazon.com or Travelocity affect a bigger number of individuals than 10,000 SMBs) but please! It's been 15 years, give us a nut. Small agencies direct a great deal of digital advertising dollars nowadays.


My thought with this guide is to coordinate all the business manager assets that are useful for agencies, simplify the procedure, and include some supportive tips along the way. Don't hesitate to skip around based on the section titles in case I'm covering material you are already comfortable with.


A Short Facebook Business Manager History


Any individual who has invested time and energy inside Facebook Business Manager can validate it can be confusing now and again: difficult UI, zero advertisement help, complex permission issues, no agency documentation, and crummy bulk options to give some examples. Then again, I have discovered that the Facebook advertisement group themselves are extraordinary and have fixed a huge amount of bugs that have frustrated me throughout the years and I value their work.


For the individuals who have been fiddling with paid social for at least five years, you may remember the old days (2012) when the most straightforward approach to set up a customer on Facebook was to make fake accounts, do sketchy workarounds to get pages approved, or in the worst possible circumstance, utilize your own Facebook profile as an organization.


It was irritating yet Facebook was growing quick enough that it was worth investing the effort to understand the platform. Sometime around the spring of 2014, we began hearing solid gossip and rumors from TechCrunch and different sources that Facebook Business Manager was being offered to a select number of advertisers. The buzz in my little yet energetic paid-social network (me and an associate) was substantial.


At long last, we wouldn't be forced to uncertain work-around solutions, we'd get our very own variant of a MCC (the Google AdWords My Client Center) and #paidsocialchat would before long be a thing (it is anything but a thing).


This obviously was the response to a ton of the issues agencies struggled with each day. Changing between profiles, hidden browsers, and juggling passwords would never again be the standard. Summer 2014, Facebook enlightened us with business manager to the little guys and it was everything we wanted: faster access, agency permissions, expanded control of including and removing individuals and one specific perspective of our client stack.


This takes us back to 2019, in which we, SMB offices, are STILL looking out for help, hence the requirement of a simple guide like this one to help us to explore the rough waters of SMB Facebook Ads. We're all in this together (wherever that is)!


Before You Get Started



Does It Make Sense For You To Use Business Manager?


Facebook suggests you should use business manager if you can be categorized as one of these:


  • Need more than one ad account

  • Need to manage numerous payment methods in one place

  • Need to ask for access to Pages or ad accounts

  • Need to hand out permissions to individuals you work with

  • Work with an partner or agency


As an agency, you definitely want to have a business manager set up and prepared to go, regardless of whether you haven't extended your paid social offering yet. It's useful to be ready when the time comes to add clients, trust me, I know.


Lingo To Know


Business Manager: the one-stop shop for overseeing access to various Pages and ad accounts, made for organizations that need to give diverse permissions to a ton of individuals. Business Manager gives you a chance to manage those pesky permissions and keep your work separate.


Promotion Manager: This is the place you make and oversee advertisements, set spending budgets, analyze performance, and see your billing summary. It's your command post for everything ad-related (similar to the AdWords UI) specific to one client.


Pixel: The Facebook pixel is a bit of code for your site that allows you to gauge, enhance and build audiences for your ad campaigns. This should be implemented before you do anything. When you add it, it merits the additional effort to set up the events like 'AddToCart' and 'Buy' immediately also. It gives you better CPA offering and optimizes your ad targeting.


Power Editor: A platform intended for bigger advertisers who need to make a lot of ads at one time and have exact control of their campaigns. I'd say everybody who manufactures and oversees Facebook promotions needs to get comfortable with Power Editor regardless of whether the the learning curve doesn't feel justified; despite all the trouble, it gives you significantly more control.


Consider Power Editor as being like AdWords/Bing Editor since you can make drafts and post campaigns. Be that as it may, it is unique in relation to AdWords/Bing Editor since it is browser centralized, has less bulk controls and it's trickier to collaborate with.


Pro-tip: you can put more character in your advertisements when you use Power Editor instead of the ad manager.


Getting Started


The following sections are the guide for various tasks in Business Manager, think about this as though you are viewing a movie with the director's commentary on. You may have seen the movie; however, now you need to understand it from an alternate point of view. For this situation, it would be an agency viewpoint of Facebook business manager.


How to Set Up Business Manager


Go to business.facebook.com to begin setting up your business manager for your agency. Facebook walks you through the steps.


  • Pro-Tip 1: Decide who in your organization needs the highest permissions. Smaller organizations should most likely have the founder or CEO to be the owner of the business manager since it goes through their profile.


  • Pro-Tip 2: Never claim a client's assets (page, ad manager, etc.). Claiming is not the same as asking for access. You need to claim your agency page and agency ad manager, however, ask for access to client assets.


Get Logins Set-Up. Go to Business Settings. Click the asset you need to grant access to, for example, Pages. Select the name of the individual you need to add and pick a role for them. Click the asset you need to manage, then Add People. Select the individual you need to add, then Save Changes.


  • Pro-Tip 3: Get used to the "Business Manager Setting" view since you'll be investing a ton of time in here at first when setting up people and new clients. Play around and understand of how it functions.


  • Pro-Tip 4: If you have a veteran employee who is managing business manger normally, you should give them administrator access to it. Like I said above, permissions are a pain in the butt. I've been on the two sides of issue, the paid social master who is redundantly asking for access from administrators who don't know how business manager works and the admin who's reluctant to give too much control away out of fear they may mess up an account and force me to answer for lost income. That is your choice, I'm not going to tell you to give out admin access like its nothing, but I do believe it's best to entrust somebody on the ground floor with the administrator job so they're not getting blocked and losing effectiveness. It's hilarious I'm investing such a great amount of time in permissions, right? NOPE. It's not funny at all and Facebook needs to address this problem.



  • Pro-Tip 5: You have to assign access to each new asset. Just got another ad manager account from a client? Nobody has access until the business manager administrator gives it to them. Even if you're the business manager admin, you still have to assign a page or ad manager to yourself for it to appear as an asset in your home dashboard (business.facebook.com/home).


The Most Effective Method to Set Up a Client with and without Business Manager


Here's an email layout below you can use for a client that is getting started on Facebook. This email expects your point-of-contact is to some degree tech savvy with regards to this kind of stuff (they can generally forward it to somebody who can). The notes in parentheses are my explanations, delete if you copy and past this email:


Getting Facebook Ads set up right is generally more complicated than not. First, we have to know whether you have a Business Manager already set up. If this is the case, that will make things significantly easier!
If you have a business manager: Go to your Business Manager Settings. Under the 'People' tab, tap the blue button that says, "Add New People" on the right-hand side of the page. Enter the email address: nick@example.com (whoever you want to have admin access DIRECTLY to the customer's business manager; see explanation #1 underneath) and after that assign that email the role of: 'Business Manager Admin'
If you don't have Business Manager, let me know and we'll go from that point (see explanation #2 underneath).

Explanation #1: Why would you directly connect yourself to a customer's business manager? Isn't the purpose of business manager to assign permissions to partners (a.k.a agencies)?


Yes, it is and Facebook would presumably consider this to be pointless. Be that as it may, in my experience it's frustratingly technical and tedious to explain to a customer each and every time you require access to a different asset, how to do it with screen shots, then thinking you have all that you need access to and then again realizing four days after the fact that you missed access to a vital asset.


So to simplify this I generally recommend that at a minimum one of your agency's business manager admin always connect directly to a client's business manager so when new assets get added or there are changes, that administrator still can share those assets to the agency's business manager.


Ecommerce Note! This is particularly critical for ecommerce clients, the product catalog in every case needs tweaking and diagnosing and if you don't have access to that client's business manager you will keep running into issues. Trust me, it will spare a great deal of headaches in the event that you simply have one administrator associated with a client's business manager.


If your client declines to give you administrator access to their business manager, that is alright. You can still request access to their assets from your business manager, it will simply take longer and require more back and forth communication.


Explanation #2: If they don't have a business manager, take one of these two steps:


  • Request that they set one up. If they aren't great at tech stuff, you'll need to walk them through it which can be monotonous yet worth it, despite all the trouble (see the following section below). In the event that the client has a product catalog or is an ecommerce business client interested in dynamic product retargeting, no question, get them set up with a business manager. You will run into issues later if you don't.


  • Don't set one up, simply ask for access to the assets you need. This is a solution some of the time, particularly with clients that simply have an ad manager and Facebook page for their business. Simply ask for access to their Facebook page or ad manager. I'm not going to explain this on the grounds that there's more than one approach to do it.


On the off chance that they don't have an ad manager or Facebook page yet (which is uncommon), you can set one up for them inside your business manager settings. Simply ensure this is in the extent of your ad work and they know you're not doing social media management for them. In the event that they've boosted posts before but don't have an ad manager and you'd like instructions on the most proficient method to figure that out without losing historical data, comment below and I'll try to write another post on that if there's interest.


Instructions to Explain Business Manager Set-Up To Clients:


  1. Ensure the person who will be administrator on the business manager is setting it up then go to business.facebook.com. Pro-tip: Don't go through your profile to set it up, on the off chance that you do, it counts against the maximum two business managers you're permitted to set up.

  2. Follow the set-up prompts and make sure they claim their page and ad manager if they have them (prompts should do that automatically). In the event that they don't have an ad manager they can set one up later or you can set it up for them in the event that they give you admin role in their business manager.

  3. Have them add your work email as 'Business Manager Admin'. An email will get sent to your inbox, click it, done. Piece of cake.

  4. Now that you're an admin and they have claimed their assets, you can wrap up the rest of the steps yourself without needing to bother your new client, which is typically valued. Note: If the Facebook pixel or events are not set up yet, then that will still require communication to finish. If you go to the 'Pixel' tab in the Magic Gray Bar you can view or create the pixel and email it to their developer.


Assigning Assets To Your Agency's Business Manager After Your Client's Business Manager is Setup and They've Granted You Admin Access:


  1. Go to business.facebook.com

  2. You should see more than one business manager now. Your organization and your client's. Click your client's business manager and go to business manager settings.

  3. On the left-hand menu scroll down to the asset you will share, for this situation, how about we do ad manager. Click 'Assign Partners' in the top right.

  4. When the connect box pops up make sure you select ad account admin, at that point put in your Business ID.

  5. The easiest approach to find your Business ID is to open up another tab and go to business.facebook.com, click your agency business manager and read the URL path behind 'business_id='

  6. Click blue 'Connect' button.

  7. Go to your organization's Business Manager, click business settings, go to the 'People and Assets' tab, look over to 'Ad Accounts' and in case you're an admin you should see the ad account shared.


Done, you've successfully shared their ad manager from their business manager with your business manager. Now, relax.


Instructions to Assign Your Client's Assets To People


  1. In case you're not as of now there, go to business.facebook.com

  2. Click your business manager and go to business manager settings.

  3. From the 'People and Assets' tab click 'Ad Accounts' (or whatever asset you're sharing)

  4. Click the 'Add People' button on the far right.

  5. Search for them, assign them a role, and click save changes.


What Has Your Experience Been Like?


Business Manager takes even the most experienced user into a disturbed head space. In case you're having trouble or you're similar to me and you've drafted a strongly worded message or two to their support staff and after that felt terrible about it since it's not their fault, realize that you're not the only one. There are many us.


It's troublesome but still possible and I trust this guide helps you move past a portion of the potholes I've hit in the past. Fortunately, Facebook is coming out with better and less demanding to use features with each new version that comes out and that shows me they're taking a shot at enhancing the experience, which I love.


What issue have you found or what's keeping you from using business manager? Did you find this helpful? Tell us on Instagram! @adlytics_media



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