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Month: September 2020

How to give Access to your Facebook Ad Account to your Agency

Posted on Sep 11, 2020Mar 29, 2022 by Tenzing Samdup
How to give Access to your Facebook Ad Account to your Agency

Giving access to your Facebook ad account to your partner agency allows them to run ads on your behalf with your credit card (or whatever payment option you have enabled).

Usually most agencies do this when managing ads for clients, although there are some clients who require agencies to use their own card. The major benefit of this though is that all ad data is retained by the client, and the advertiser can also review past data if there is any.

Giving access to the ad account varies based on whether you have a Personal Ad Account or a Business Ad Account.

Do you have a Personal Ad Account or Business Ad Account?

Facebook ad accounts can either be a personal ad account that is tied to your personal Facebook profile, to your Facebook Business Manager account.

If you are not sure which one yours is, open Facebook Ads Manager, and click the drop down button near your ad account name.

All personal ad accounts are listed under Your Personal Accounts. If you have a Business Account then it will be listed under your Business Manager name.

Facebook Ad account access

 

Giving access to a Facebook Ad account via Business Manager

What is Facebook Business Manager?

Facebook Business Manager is a platform that allows you to manage all of your Facebook assets such as pages, users, ad accounts, pixels, and more.

Giving access via Business Manager

Step 1
Open Facebook Business Manager and select the Business Manager account that owns the ad account you want to give access to.

Step 2
Click on the Menu on the left side and click Business Settings.

How to give Facebook Ad account access - Business settings

Step 3
On the left side, under Accounts, click Ad Accounts.

How to give Facebook Ad account access - Business settings

Step 4
Select the ad account you want to give access to, and then click Assign Partners.

At this point you can either give access via link or with their Facebook Business Manager ID.

How to give Facebook Ad account access - Assign partner

Step 5 – via Business ID

Enter your partner agency’s Facebook Business Manager ID and select the level of permissions you would like to provide them and click Next.

How to give Facebook Ad account access - Partner access

And you’re done!

You can also review which partners are connected to your Facebook ad account by clicking on the Partners tab in your ad account.

Once your partner agency connects your ad account to their Business Manager, you should again be able to review them in the Partners tab as above.

How to give Facebook Ad account access - Review partner access

Step 5 – via link

If you choose the Get Link to Share option in Step 4, a new popup will open.

Here you can choose the permissions you wish to give to your partner and copy the generated link. Once you send this link to your partner, they can add it to their Business Manager and you should be able to see them via the Partners tab.

How to give Facebook Ad account access - link access

Giving access to a Personal Facebook Ad Account

What is a Personal Ad Account?

A personal ad account is an ad account that is linked directly to your personal Facebook profile, and is not linked to any Facebook Business page or Business Manager.

By default any user can have one personal Facebook ad account.

Giving access to a Personal Ad Account

Step 1
Open your personal Facebook Ads Manager.

Step 2
Copy and send your Personal Ad Account ID to your agency or partner. Once you send this, your partner agency can then send a request to your ad account.

This is usually shown next to the Ad Account name. This can also be found in the URL of your Ad Manager.

How to give Facebook Ad account access - ad account ID

Step 3
Once your partner agency has sent the request, you should receive a notification on your Facebook profile.

How to give Facebook Ad account access - Notification

Either click on the notification, or in Facebook Ads Manager, click on the Menu on the left side and click Ad Account Settings.

How to give Facebook Ad account access - Ad account settings

Step 4
On the right hand side in the Ad Account Roles section you should now see the request. You can check the level of permissions the agency has requested for here.

Click Respond to Request.

How to give Facebook Ad account access - Respond to agency request

Step 5

You will now be prompted to confirm the request.

How to give Facebook Ad account access - Confirm request

And you’re done!

How to give Facebook Ad account access - Request complete

Unable to give us access to your Facebook Ad Account?

If you are unable to give us partner access to your ad account, then please message or call your assigned Client Servicing contact person.

Posted in Facebook AdsTagged guideLeave a Comment on How to give Access to your Facebook Ad Account to your Agency

Facebook Advertising for Beginners

Posted on Sep 8, 2020Sep 8, 2020 by Tenzing Samdup
Facebook Advertising for Beginners

Facebook is the biggest social media platform at the moment, with over 2.6 billion monthly active users. The closest competitor is YouTube at 2 billion users. Facebook’s other platforms Instagram has over 1 billion users, and messaging services (also identify as separate platforms) WhatsApp  and Facebook Messenger have 2 billion and 1.3 billion users, respectively.

With these numbers, it’s a no brainer that your audience is most likely active on Facebook or one of its partner platforms, and as a business, you have to use Facebook Advertising to reach these users.

But first, a few technical terms

The following terms will help you understand the basics of Facebook Advertising better. Some terms are specific to Facebook Advertising, while some are also used in other platforms as well.

Please note that these terms have been explained as simply as possible as it is intended for beginners.

Reach, Impressions & Frequency

Reach and impressions are the no. of times someone sees your ad. Reach is unique, while impressions is not.

For e.g., 10 people seeing your ad once each person is 10 impressions and 10 reach; 10 people seeing your ad twice each is 20 impressions and 10 reach.

Frequency is a metric of how many times your ad is seen – it is calculated by dividing total impressions by total reach.

For e.g., 10 people seeing your ad once each person is 10 impressions, 10 reach, and 1 frequency; 10 people seeing your ad twice each is 20 impressions, 10 reach, and 2 frequency. Similarly 1.5 frequency means half the total no. of people have seen your ad twice, and the other half have only seen it once.

Facebook Ads reach impressions

Organic vs. Paid

Organic refers to anything you haven’t paid Facebook (or any other platform) for, while Paid is anything you do pay Facebook for

For e.g., an organic post is when your Facebook business page posts a photo of your office lunch, and organic engagement is when you get likes, and comments on that post. A paid ad is when you pay Facebook to show your post / ad to people (for e.g. you run a Facebook ad for $100) and the resulting engagement, reach, impressions, etc. is termed as paid engagement, paid reach, paid impressions, etc.

Facebook Ads organic paid reach

ROI vs. ROAS

ROI, or Return on Investment, may be familiar to most people as it is a common business term, and refers to the returns (or sales) acquired from an initial investment, or sales per amount spent.

On the other hand, ROAS, or Return on Ad Spend, is mostly used for Digital Advertising and refers to the returns (or sales) by running ads for a certain amount, or sales per ad spend.

For e.g., a Dashain campaign that gets you Rs. 10,000 in sales, at a cost of Rs. 2000 in wages, and Rs. 2000 ad spend, has an ROAS of Rs. 5000 while the ROI is only Rs. 2500.

ROI is easiest for manufacturing companies to calculate, but it can be harder to calculate when you include human factors such as time (wages). Instead marketers tend to use ROAS as a determining factor as to whether advertising campaigns are doing better or worse.

Facebook Ads ROAS ROI

Bid

All actions associated with Facebook ads such as engagement, reach, video views, clicks, etc. are paid – but how much do you pay? This is where Bids come into play.

The bid for xyz action determines whether your ad is shown or your competitor’s ad is shown, and then you or he/she are charged based on the user’s actions, and your campaign setup. A lower bid nets fewer actions, while higher bids result in more ad spend, but higher rate of actions as well (this is only if the ads and targeting is exactly the same as ad quality also comes into play here).

If you do not set a bid then Facebook will automatically determine the lowest possible bid for you – while this does usually ensure results, you may end up spending more than you want. Manual bids help avoid this issue, at the cost of fewer actions if not optimized correctly.

For e.g., you may think it’s okay to pay Rs. 5 per click on your Facebook ad; in an auto bid (set by Facebook) you may be bidding higher at around Rs. 10 per click.

It’s always advised to use manual clicks for most types of ads in order to have full control over them. You can usually search for industry averages (also check the country), or manually test out different bids, and see what amount gets you the required no. of results at the best cost.

Facebook Ads bidding

CPC & CPM

CPC, or Cost per Click, is the rate at which you are paying for clicks.

CPM, or Cost per Mille, is the rate at which you pay for a 1000 impressions of your ad (a mille is a 1000 impressions).

These two are some of the types of options you can choose to pay according to with your Facebook ads (depending on the campaign type).

Facebook Ads CPM CPC

Now onto the basics of Facebook Advertising!
When learning about Facebook Advertising, we must first look at the different Facebook campaign types available.

Types of Facebook Advertising Campaigns

As shown in the image below, there are 13 types of Facebook Campaigns available as of today (the Engagement campaign includes 3 campaign subtypes: Page Likes, Event Responses, and Post Engagement).

Each campaign is optimized based on a specific objective.

You may have also noticed that the headings for each group of campaigns is similar to that of a Sales Funnel:

  • Awareness – Make customers aware of you
  • Consideration – Make customers think of you
  • Conversion – Convince them to buy from you

Awareness

  • The Brand Awareness campaign helps you get an estimate of how many people would remember your ad after seeing it within two days.
  • The Reach campaign lets you control frequency (and thereby the no. of reach and impressions) for your campaign.

Consideration

  • Traffic campaigns are optimized to help get people to click on your ads to send them to your website, Whatsapp, Messenger, Instagram, and more (basically off Facebook).
  • Engagement campaigns as explained earlier let you get Post Engagement, Page Likes, or Event Responses.
  • App Install campaigns are needed if you want to get more users for your app.
  • Video View campaigns let you optimize for views of your video campaign.
  • Lead Generation campaigns help you collect leads using built-in Facebook Lead Generation forms.
  • Message campaigns let users message you by clicking on your ads.

Conversion

  • Conversion campaigns help you optimize your ad campaign for any action considered as a conversion, e.g. purchase, sign ups, registrations, etc.
  • Catalog Sales campaigns optimize your campaigns to maximize sales from your Facebook product catalog.
  • Store Traffic campaigns are great to drive physical traffic to your physical stores (not available in Nepal).

Now that we’ve looked at Facebook ad campaign types let’s look at Facebook ad campaign structure!

Facebook Advertising Campaign Structure

So this is what a Facebook ad looks like on your mobile or laptop.

But inside Facebook Ads Manager, the platform that is used to create and analyze Facebook ads, this is what advertisers see.

As you can see, each ad campaign you see on Facebook actually has three levels to it – these are 1. Campaign, 2. Ad Set, and 3. Ad.

And each level of this Facebook Ad Campaign structure allows you to set and specify different settings for your campaign which makes up your entire campaign.

Facebook Ad Structure – Campaign level

At the campaign level you choose your campaign objective (the ones from earlier) and the budget for your ad.

Setting the budget at the campaign level is known as Campaign Budget Optimization or CBO, and is optional at the moment, although Facebook was supposed to make it compulsory. This might change in the future.

You can also set the budget at the Ad Set level (which was how it was when Facebook Ads were first introduced).

Facebook Ad Structure – Ad Set level

In the Ad Set level you need to decide your audience, your placements, your budget and schedule.

Under Audience you need to specify the targeted location, age, gender, language, demographics, interests, and behaviors.

For Demographics so you can target people by their education level, by their relationship status (single, married, etc.), by different life events, and more.

For Interests, you can tag people based on their activity on Facebook, for e.g. people who like pages related to cooking, or those who like New York Times.

Under Behaviors you can target them based on their behaviour as identified by Facebook, for e.g. mobile users only, expats from a certain country, people who travel a lot, and more.

Under Placements you can target people based on the different placement options available to you including Facebook‘s on platforms as well as partner platforms. Placement here refers to the location where the ad has the potential to be shown.

Currently these are categorized based on feeds, stories, in stream, messages, audience network, apps, and sites.

  • Feeds usually include your Facebook newsfeed and Instagram feed
  • Stories include Facebook, Instagram, and Messenger Stories
  • In-stream ads let you show ads within between videos

At the Ad Set level you can also configure the budget & schedule, bid strategy and more.

Facebook Ad Structure – Ad level

Once you’ve completed the previous settings, it’s now time to make the actual ad itself!

The Ad level is where you decide on how the ad actually will appear to your potential customers on the Facebook ad network, based on the placements that you have chosen.

First you need to choose your Facebook page and / or Instagram account that is associated with the ad.

*If you do not have an Instagram account then you can still choose to show the ad on Instagram by using your Facebook Page’s name. Keep in mind however, that you will not be able to reply to these comments, and you will not receive any Instagram messages (since you do not have an Instagram account).

What do you need to run a Facebook ad?

Now that you’ve learned about Facebook ads, how do you start running your own ad?

  • A Facebook profile
  • A Facebook Business page
  • A credit card
  • A Facebook ad account

If you are an agency, have multiple pages, or have a team of people to help you, then we also suggest that you open a Facebook Business Manager account – Facebook BM is a platform that connects all your pages, ad accounts, pixels, etc. under one platform so that it is easy to manage.

Additional beginner’s guides for Facebook Advertising

We have more articles about Facebook Advertising which may be helpful to beginners and advanced users as well including

  • A beginner’s guide to Post Engagement, Page Likes, and Traffic campaigns
  • A beginner’s guide to Reach and Lead Generation campaigns
  • 4 useful Facebook Advertising tricks
  • How to get access to a Facebook Business page via Business Manager (important for agencies or if you work with an agency)

Want to learn more about Facebook Advertising?

Along with our consulting services, ACT360 also offers specialized Digital Marketing training packages for organizations and companies.

Call us or fill out this form today and let us help you with your Digital Marketing journey.

Posted in Facebook AdsTagged Facebook advertisingLeave a Comment on Facebook Advertising for Beginners

How to approve Partner Access to your Facebook Page

Posted on Sep 2, 2020Sep 4, 2020 by Tenzing Samdup
How to approve Partner Access to your Facebook Page

Granting a marketing agency or any other partner company access to your Facebook Page is almost the same as giving an individual access to the page, with a few key differences.

First of all Agency Access is done via the Facebook Business Manager, and the company must first send you an access request to your page from their Facebook Business Manager, unlike with individuals where the admin has to add them first.

What is Facebook Business Manager?

Facebook Business Manager is a platform created by Facebook to helps businesses or individuals manage all their Facebook assets by integrating them, and providing a proper management system.

It is perfect for agencies and companies, as well as individuals who have multiple pages, ad accounts, and more.

As of 2020, the agency request still does not show up on the Facebook Pages mobile app so you will have to login to Facebook on your laptop for this. You also need to be an Admin of the page to approve this request.

Approving agency access to your Facebook Page

Step 1
Login to Facebook, open your Facebook Page, and click on the Settings tab.

How to approve Partner Access to your Facebook Page

Step 2
Under Page Roles, scroll down till you can see the Pending partner requests heading. Find the right partner request, and click Respond to Request.

How to approve Partner Access to your Facebook Page

Step 3
You can review the information about the Business Account here. Once you are sure that it is the right company, click Continue.

Make sure that you never approve any random or unknown requests. If you receive a request, and you are not sure about the origin, then contact your team.

How to approve Partner Access to your Facebook Page

Step 4
In this stage you can review what permissions and roles you are giving to the partner. The level of access or permissions is based on the request sent by the partner agency (i.e. they can send a request for full permissions or just some).

Click Accept Request.

How to approve Partner Access to your Facebook Page

Step 5
You will now be prompted to re-enter your Facebook password. Enter your password and click on Submit.

How to approve Partner Access to your Facebook Page

And you’re done!

How to approve Partner Access to your Facebook Page

Why Agency Access and not Individual Access?

Working with Agency access or Partner access has much more advantages than giving roles and permissions individually for both parties.

Benefits for the partner company or agency:

  • They are able to initiate the request in the first place without having to wait for the customer.
  • Once access has been granted, they are able to assign roles within their own team by themselves without needing to contact the customer.
  • All of their customer’s pages and other Facebook assets are located in the same space, and can be managed accordingly.
  • They are able to link the page to other Facebook assets such as Ad Accounts, pixels, and more.
  • The agency can control exactly which employees need access, and can remove the access if needed, especially when employees leave the agency.

Benefits for the customer:

  • The customer doesn’t need to worry about which persons to give access to – they just have to give access to the partner’s Business Manager.
  • There is less clutter in the page since the Agency Access only shows the agency’s Business Manager name in the Page Roles menu.

Having trouble granting agency access to your Facebook Page?

If you are still having trouble granting partner or agency access to your page, then please contact your Client Servicing contact person and they will help you.

Posted in Facebook AdsLeave a Comment on How to approve Partner Access to your Facebook Page

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