Facebook advertising - getting started / Facebook Business Manager

Starting a Facebook ad is not rocket science, but there are still a lot of things that can go wrong if you don't know what you're doing or don't understand what you're buying. In this blog, I'll highlight what you should at least know when starting out with Facebook advertising.

Quite often in my work, I come across a client who has no idea who set up Facebook Business Manager in the first place. Facebook advertising a management tool. Facebook is not the most flexible platform for advertising, so even a small mistake in starting an ad can leave a mark on a customer's account. So, where do you usually go wrong when starting a Facebook ad?

Keep Business Manager ownership of your business

Advertising is often initiated by a marketing agency or by the company itself. When a company starts advertising itself, it can easily happen that the advertising is started with the company employee's own personal Business Manager, which is not suitable for everything and it is not possible to transfer it to the company account. The problem arises at the latest when the employee who set up the Business Manager leaves the company, at which point the company loses all the advertising data it has collected and has to start all over again. Does that sound unpleasant?

Another common mistake is to use a marketing agency to help you get started with Facebook advertising, not realising that while the marketing agency sets up all the accounts for the client, the client does not own their own accounts and the data that goes with them. Facebook has made it impossible or so difficult to transfer an advertising account to another account that virtually no one will do it.

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Start Facebook advertising the right way

So what's the right way to set up accounts and start Facebook advertising?

At Digiteam, we believe that the customer should own all their accounts, so they should open them themselves with our help. Digiteam is able to assist the client step by step in setting up a Facebook Business Manager.

Once set up, Digiteam will be added as a partner to Facebook Business Manager, which means that we will be able to advertise on that account, but we will not own it. If the partnership ends, it is then easy to remove us from the partner list.

Here's a quick guide to getting started with Facebook advertising:

  • Set up a new dedicated Facebook Business Manager for your business.
  • Connect your Facebook page to the Business Manager you just created or create a new Facebook page.
  • (In this case, that Business Manager will automatically become the owner of the Facebook page.)
  • Connect any Instagram account to Business Manager.
  • Create a new advertising account in Business Manager.
  • (NOTE! be very careful here, because if you choose the wrong currency or domain, you will not be able to change it later!)
  • If you have a website, use Business Manager to create a pixel, or tracking code, between your website and Facebook. Add the code to the website.
  • Create events in the pixel, i.e. conversions to be tracked.
  • With Apple's iOS 14 update, you now also need to validate your website, which means validating your domain in Business Manager and adding a short code to your website again.
  • Then everything is ready to go, and you can add people and partners as Facebook Business Manager users if you need to.
  • Also remember to allocate resources to everyone separately!

How to avoid the most common mistakes:

  • Don't start advertising from your own personal Facebook Business Manager.
  • If you buy the service from a marketing agency, don't let them set up the Business Manager and advertising account for your business.
  • Don't let a marketing agency advertise your business on their own advertising account.

But perhaps the biggest problem is that Facebook page and advertising account - if your company's Facebook page is owned by your marketing agency's Business Manager, it will be difficult to transfer it, especially if there have been several staff changes and there is no longer any record of the account. If the marketing agency has set up an advertising account for you under your Business Manager, this Business Manager will always be the owner of the advertising account.

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