Facebook Business Manager - SMK ESSENTIALS 2018 - Social Media Knowledge
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SMK Facebook Business Manager ESSENTIALS 2018
Facebook Business Manager
https://smk.co/
CONTENTS
Introduction Page 3
SMK 2018 Training Courses Page 4
Facebook Business Manager Introduction Page 5
Getting Started Page 6
Adding Pages Page 8
Adding Ad Account Page 9
Adding People and Admins Page 10
Business Settings Page 11
Keeping It Clean Page 12
Tying in Instagram for Easier Facebook Ads Page 13
Working with Agencies Page 14
New Brand Safety Features Page 15
How and Why to Integrate Facebook with your CRM Page 16
How to Automate Lead Capture Via Business Manager Page 17
The Facebook Pixel Page 19
About SMK Page 24
2
Facebook Business Manager
https://smk.co/
INTRODUCTION
Up until perhaps a few years ago, native marketing
functionality in the major social platforms was limited.
For marketers who wanted to schedule posts, measure performance or manage communities they often had to turn to third-
parties. This, in turn, gave birth to the likes of Hootsuite, Buffer, Sprout Social, etc. social media marketing management tools,
which made the day-to-day grind of social marketing easier.
The marketplace became awash with handy tools, some very niche, some quite broad, in nature. Everyone has their personal
favourites, although to be fair (despite what their often-dogged salespeople tell us) many are much of a muchness. Highly
popular ones raised significant funds from venture capital. Hootsuite, which has 15m users worldwide, has raised an eye-
watering $300m since launching in 2008.
However, within the past 2-3 years native functionality has improved across the board, in all networks. Today, many
intermediate-to-advanced level features within social networks are only available if implemented natively. Which, in plain
English, means directly within Facebook, LinkedIn, Twitter, etc. Many features are now simply not available via third-party tools.
So, whilst social management tools have been good for convenience, particularly pre-2015, some are quite inhibiting today.
This frustrates many marketers, since third-party tools can sometimes have expensive annual license fees. As such, many are
increasingly reviewing their martech investments, to determine whether their social-tech value proposition really stacks up any
more. In quite a few cases, the answer is likely to be no. Resultantly, we can probably expect quite a bit of market consolidation
in the next 24-36 months.
On top of this, due to issues and concerns surrounding data privacy and security, social networks are starting to revoke or limit
access to their APIs. In May 2018, Facebook released a host of new restrictions which impact third-party functionality. These
put significant limitations on what Marketers can implement via third-party tools on Facebook & Instagram. Inevitably, there
will be more to follow, as Facebook limps from privacy issue, to privacy issue, to privacy issue. As it feels pain, it tends to pass
that down its supply chain…
This must surely be a bitter pill to swallow for third-party tech players, who have helped drive social media marketing uptake
over the past decade. Allowing networks to focus on keeping users glued to feeds. Only to find themselves increasingly
sidelined, and/or cloned, as the space starts finally popping. A fate which also probably awaits the Influencer Marketing space,
as we speak.
With all of this mind, this guide has been created to help marketers
get more out of Facebook Business Manager. Which, like it or loathe
it, is an increasing necessity for those marketers looking to
implement activity at a higher level.
This guide is the first in a series of guides SMK is releasing
this year for SMK subscribers. We hope you find them useful.
Sincerely,
James Fitzgerald
James Fit
SMK – Social Media Knowledge zgerald
Executive
Executive Director of Programing Director o
f Program
ing
3
Facebook Business Manager
https://smk.co/
SMK 2018 TRAINING COURSES
6-7 8-9 13-14 15-16 20-21 22-23 26-27
MAR
Brisbane Brisbane Sydney Melbourne Sydney Melbourne Adelaide
10-11 12-13
APR
Auckland Auckland
15-16 15-16 17-18 22-23 22-23 24-25 24-25 29-30 31-1 (JUNE)
MAY
Brisbane Brisbane Brisbane Sydney Sydney Melbourne Melbourne Sydney Melbourne
4-5 6-7 12-13 12-13 14-15
JUN
Adelaide Adelaide Auckland Auckland Auckland
19-20 24-25 26-27 31-1 (Aug)
Melbourne Brisbane Brisbane Sydney
JUL
2-3 9-10 14-15 16-17 20-21
AUG
Melbourne Melbourne Auckland Auckland Sydney
18-19 20-21 27-28
Brisbane Brisbane Sydney
SEP
9-10 9-10 11-12 15-16 22-23 25-26
OCT
Melbourne Melbourne Melbourne Sydney Adelaide Auckland
20-21 22-23 27-28 29-30
NOV
Brisbane Brisbane Sydney Melbourne
4-5 6-7 11-12 13-14
DEC
Sydney Melbourne Auckland Auckland
Social Media Strategy + Social Media Strategy, Social Media Strategy + Social Media Strategy +
Facebook, Instagram, LinkedIn Facebook & Messenger Smartphone Video Facebook, Instagram, YouTube
Advertising Masterclass Marketing Masterclass Production Masterclass Advertising Masterclass
Day 1: Developing A Highly Effective Day 1: Creating A Winning Social Day 1: Social Media Strategy Optimisation, Day 1: Developing A Social Media
Social Media Strategy Media Strategy Getting Beyond Cat Memes Strategy Which Buzzes
Day 2: Facebook, Instagram & Day 2: Facebook Marketing Day 2: Smart Social Video: Shooting, Day 2: Facebook, Instagram
LinkedIn Advertising Masterclass + Latest Facebook Producing & Editing on & YouTube Advertising
Mastered Messenger Innovations a Shoestring Masterclass
Content Marketing, Content Marketing, Social Media Content Marketing, Content Marketing + SEO
Google Analytics Crisis & Reputation Management Google Search & Domination Masterclass (NZ Only)
& ROI Masterclass Masterclass Remarketing Masterclass
Day 1: Creating A Killer Day 1: Developing A High Performing Day 1: Becoming A Content Day 1: Creating A Killer Content Strategy
Content Strategy Content Strategy Marketing Master
Day 2: SEO Made Easy: Technical,
Day 2: How To Become A Day 2: Social Media Crisis & Day 2: Google AdWords Extravaganza: On-Page & Off-Page Optimisation
Google Analytics Master Reputation Management Search, Remarketing & Display
Kicking Online Video and Digital Content Marketing + Kicking Shareable Online Video, Loveable Social Media Strategy & Facebook
Copywriting That Converts Online Video (AU Only) Content and SEO Domination Marketing Masterclass
Masterclass
Day 1: Online Video Mastery: Facebook, Day 1: Becoming A Content Day 1: Online Video Mastery: Facebook, Day 1: Developing A Winning
Snapchat, LinkedIn & YouTube Marketing Master Snapchat, LinkedIn & YouTube Social Media Strategy
Day 2: Smoking Digital Copywriting: Day 2: Online Video Mastery: Facebook, Day 2: SEO Made Easy: Technical, Day 2: Facebook Masterclass:
Social, Website, Email & Ads Snapchat, LinkedIn & YouTube On-Page & Off-Page Optimisation Messenger, Biz Manager,
News Feed, Ads and More
4
Facebook Business Manager
https://smk.co/
FACEBOOK BUSINESS MANAGER
Facebook Marketing
Ecosystem Management
In recent years, Facebook Business Manager
has increasingly become a one-stop shop for
marketers. Facebook Business Manager is a tool to
help you create, publish, monitor, and report on various
business-related assets, including your business’ Facebook Pages, and/or ads.
Whilst it does also integrate with Instagram, it is a partial integration, since not all features are supported, yet.
That said, it is still advisable to use Business Manager for Instagram. Although, at this point it is perhaps more for
Instagram ads or community management. The rest may be carried out via third party tools, for the time being,
or in the Instagram app.
Likewise, Facebook Messenger integrates, as you would probably expect. However, many of the more advanced
Messenger features, or technical aspects, are found at messenger.fb.com. Presently, WhatsApp does not integrate
with Business Manager, but as its marketing solutions roll out there’s a reasonable chance it will all reside in here
also.
There are many, many, moving parts to the Facebook marketing ecosystem. We have just touched on the biggees
above. Business Manager aims, with varying degrees of success, to bring all of these together under one roof. Not
only that, but it also tries to synchronise day-to-day usage, securely, for organisations and their teams. Allowing
businesses to grant partial or full access to different employees, or suppliers, and assigning them different roles
within the platform.
This guide will go through key components of setting up, and cleaning up, your account. Also, introducing a
selection of key building blocks for Facebook success.
5
Facebook Business Manager
https://smk.co/
GETTING STARTED
Facebook Business Manager focuses on a business’ assets, including ad accounts, related Pages and advertising or
social media analytics. Setting up Facebook Business Manager is a different and unrelated process to personal usage.
The two are very much kept separate.
The delineation of personal and professional Facebook usage is important, since the potential crossover concerns
many. As a result, many businesses have created fake Facebook user profiles in the past, and then set this person, e.g.
Qantas McQantasFace, as the page admin. This login is then shared between colleagues.
Business Manager negates the need for much of this, since it does a good job of keeping the personal and professional
separate.
It’s worth noting that Facebook, and other networks, are now quite militant on matters of fake profiles. Facebook
removed 500m+ fake profiles in the first quarter of 2018 alone. Dummy accounts are a violation of its T&Cs and could
have onerous consequences for many marketers…
BUSINESS.FACEBOOK.COM
1 First, go to business.facebook.com and
click the blue Create Account button
2 Next, fill in your business name, followed
by email, in the pop-up, and click Continue.
in the top right corner.
And, Voila! You are done.
Welcome to Business Manager.
6
Facebook Business Manager
https://smk.co/
GETTING STARTED
For those of already active within Busines Manager it is likely more a job of optimisation. Whether this
means cleaning up the account or taking advantage of new features and functions. Facebook is regularly
updating and expanding functionality across the board, and Business Manager is no exception.
Rather confusingly, Facebook Pages and Facebook Ad Accounts are two different things. So therefore,
both have to be added to Business Manager.
7
Facebook Business Manager
https://smk.co/
ADDING PAGES
In the event an organisation has no existing Page then the business would need to select the Create a new Page
option. Following the workflow through to create.
For most, however, it will likely be more a case of syncing an existing page. Therefore, simply select the Add Page
option below.
This will then prompt the business to For SMK, it would input @smkapac, and
supply the Page name or URL. Facebook brings up the Page.
Important Set-up Information
For agencies or consultants operating client activity, it should be more a process of Requesting
Access to a client’s Page or Ad Account. As opposed to owning it.
This is quite a common issue, and one which can be very painful for all involved, in the longer
term. Each business should ideally own its own social assets and then grant accesses to appropriate
suppliers to operate.
8
Facebook Business Manager
https://smk.co/
ADDING AD ACCOUNTS
Much like when Facebook prompts users
to supply a Page name or URL, for ad
accounts it will prompt the user to supply
a Facebook Ad account ID.
When you advertise on Facebook, your
ad accounts and your ads are given
unique ID numbers. You can find your Ad
account ID in Facebook Ads Manager, by
clicking the Account dropdown menu.
Once you have your Ad account ID,
simply copy and paste as prompted.
Adding ad accounts is an almost identical process to adding Pages.
Again, simply choose to add an existing one, request to access a client’s or create a new one.
9
Facebook Business Manager
https://smk.co/
ADDING PEOPLE AND ADMINS
With all your assets synced into Business Manager, it is
then a case of distributing appropriate accesses to team
members. Adding them by email address.
The quick set-up features; which we have gone through,
are great for onboarding those new to Business Manager.
For those already active and looking to tune up activity,
clean up old Pages, remove redundant ad accounts or
staff, your best bet is perhaps to head over to Business
Settings.
10Facebook Business Manager
https://smk.co/
BUSINESS SETTINGS
Adding, editing or modifying Pages, ad accounts or users can also be done in Business Settings.
In fact, it may even be better to do this in Business Settings, or at least expand in more detail, since it offers greater
functionality and customisation options.
11Facebook Business Manager
https://smk.co/
KEEPING IT CLEAN
It’s a good idea, perhaps 2 – 3 times per year, to audit both the users who have access within Business Manager,
alongside the social assets included. Particularly for agencies and consultancies, or in organisations with high staff churn.
If left unmanaged, Business Manager accounts have a habit of spidering out of control. Also, from a compliance and data
privacy perspective, GDPR we’re looking at you, it is important access is closely managed.
For both users and assets (i.e. Pages, ad accounts, pixels, etc.) you can remove or deactivate redundant elements in the
top right corner.
You will find a similar page layout on all other Account assets for removal purposes.
12Facebook Business Manager
https://smk.co/
TYING IN INSTAGRAM
FOR EASIER FACEBOOK ADS
A high percentage of Facebook marketers are also active on Instagram. Therefore, it is a good idea to sync that in also,
streamlining the process for running Facebook & Instagram ad campaigns.
13Facebook Business Manager
https://smk.co/
WORKING WITH AGENCIES
AND THIRD PARTIES
Since many organisations outsource aspects of their social media marketing activity, it is often necessary to grant them
access to operate. This is done by adding the supplier as a Partner. Upon doing so, you can then control what assets they
have access to, and how they can operate.
A partner, according to Facebook, is another business with a Business Manager account. A business might give
permission to a partner to work on the business, implementing some aspects but not all (as required). Facebook states
that the Admin must be the owner of the business, or an official representative at the least, in order to change business
permissions. Before you can assign assets to a partner, you’ll have to add them to your business first.
An agency, external consultant, should be able to find their Partner Business ID in Business Info, in their Business Settings.
14Facebook Business Manager
https://smk.co/
NEW BRAND SAFETY FEATURES
Facebook’s issues with fake news and spam are well documented. Through 2018, as well as the latter half of 2017,
Facebook has been rolling out a host of new features to try and reduce.
Domain Verification provides a way for you to claim ownership of your domain in Business Manager. This ownership
allows you to control editing privileges of your links and other content to prevent misuse of your domain. Which is
something that Facebook revoked for all in July 2017, unless a Page verifies its domain.
Domain verification is typically a task which falls to a developer, since it involves editing HTML or hosting information.
15Facebook Business Manager
https://smk.co/
HOW AND WHY TO
INTEGRATE FACEBOOK WITH YOUR CRM
Understanding Social CRM
For many organisations, Facebook should be a crucial Customer Relationship Management (CRM) touchpoint.
The most likely people to connect with, or to be interested in hearing from, an organisation are often those with a pre-
existing relationship or interest.
Whilst this component of social media marketing is commonly underappreciated or misunderstood, it is easy to remedy.
One such tactic, is by integrating Facebook with an existing CRM system, within Business Manager.
For those who do not have a CRM, it is possible to connect up Facebook with whatever client handling tool you use,
within reason.
Using Facebook For Data Capture
As the 87 million Facebook users who were impacted by Facebook’s Cambridge Analytica scandal can probably testify;
social media is a very effective channel for data capture. Now, credible marketers don’t rely on absurd personality quizzes
to collate data, from users unwittingly. Smart ones utilise Facebook Lead Ads.
For marketers running competitions, promoting white-papers or trying to drive sales leads, Facebook Lead Ads are
perhaps the most effective way to generate data capture on the platform.
Facebook and Marketing Automation
However, if not properly implemented they can be very labour intensive and quite limited in terms of sophistication.
A full integration between Facebook and a business’ CRM system opens vast opportunity for very smart marketing
automation.
On top of this, in 2018, we have also seen a raft of new Lead Ad features and functions launching, such as surveying and
appointment scheduling. These new features, layered onto existing activity are incredibly powerful, when used well.
16Facebook Business Manager
https://smk.co/
HOW TO AUTOMATE
LEAD CAPTURE VIA BUSINESS MANAGER
Step 1:
1 Go to your Facebook Page,
within Business Manger
Step 2:
2 Click your
Publishing Tools at
the top of your Page
Step 3:
3 Click Leads setup
17Facebook Business Manager
https://smk.co/
HOW TO AUTOMATE
LEAD CAPTURE VIA BUSINESS MANAGER
Step 4:
4 Enter the name of the tool
you use for data handling,
most are supported
Step 5:
5 Facebook does not integrate
directly with every solution.
However, it does integrate with
Zapier, which integrates with
almost every solution under
the sun!
Therefore, as in the example
below, where we have tried
to connect with Campaign
Monitor, it may be necessary
to setup a Zapier account first.
18Facebook Business Manager
https://smk.co/
THE FACEBOOK PIXEL
The Facebook Pixel has, in recent times, become a cornerstone of its advanced marketing functionality.
Installation is relatively simple, although quite often may require developer support. Installing the Pixel requires adding
code to a business’ website, apps or landing pages. Subject to how sophisticated a business’ Facebook marketing is, it
may also require some additional code modifications for conversion tracking or campaign optimisation purposes.
On the surface, the Pixel is simply an analytics tool which allows businesses to measure the effectiveness of their
advertising and user behaviour.
In practice, it actually underpins a number of key advanced features on the platform. Again, it is due to an insufficient or
superficial implementation of the Pixel, that many marketers struggle to get past basic Facebook activity.
This guide is mainly concerned with Pixel installation. However, we will be covering advanced Pixel features later in
another guide
Creating a Facebook Pixel
Facebook rejigged Business Manager in 2017, altering some of the internal navigation and architecture. The Pixel,
and a number of associated features, now sit under Events Manager. We will explore and expand on many of these
in a future guide.
19Facebook Business Manager
https://smk.co/
THE FACEBOOK PIXEL
If you are starting from scratch, as we are in
this guide, Facebook will first prompt you to
create your Pixel, once you select Pixels from
internal navigation. You can have up to ten
pixels in your Business Manager account.
Creation is only half of the process. Once
created, which only takes two seconds,
it then needs to be installed on your web
presences.
20Facebook Business Manager
https://smk.co/
THE FACEBOOK PIXEL
Installing the Facebook Pixel
Facebook has streamlined the Pixel installation process in recent times. Resultantly, it’s somewhat more
straightforward to install than respective pixels on other social networks.
Speaking of which, if you market or communicate across multiple social networks, which most do, you should
repeat this process across all. Do not consider this an advanced feature. Pixel installation is a base fundamental of
social media marketing and required for all organisations, on all platforms.
Without social pixels installed it is challenging to get beyond ‘Social Media 101’.
All serious platforms offer it now, and most have done for a few years, following
these links for more detail on installation:
Twitter pixel LinkedIn pixel
Snapchat pixel Pinterest pixel
YouTube (standard Google tracking)
21Facebook Business Manager
https://smk.co/
THE FACEBOOK PIXEL
Now, back to Facebook.
Facebook offers three
options for installation:
Option One,
is to use some kind of integration
This is currently a unique Facebook feature and great for easy
installation. Syncs with many popular web platforms, like
WordPress or Shopify. New platforms are being added on the
reg. so fear not if yours is missing.
In this example here we have selected WordPress, which
most organisations websites are built on these days.
In the next phase we walk through that process which; to
be fair, probably doesn’t require a huge amount of developer
work. Therefore, this could be something which non-techies
might like to try first before considering outsourcing.
22Facebook Business Manager
https://smk.co/
THE FACEBOOK PIXEL
Option Two,
is to do it yourself
For marketers who are comfortable coding, or keen to dabble,
installation is really just a copy and paste job. Facebook gives you
all instructions and walks you through testing.
If you are having to DIY it because you have no other choice, and
are trembling with trepidation, maybe just test it on one page first.
Rather than risking it across the entire site.
As with all things, we don’t get good at things by staying within our
comfort zones. Maybe fire up a Ted talk or watch a Rocky training
montage to help get your game face on
Options Three,
get a developer to do it
If in doubt, get someone else to do it. Just pop in your techie’s email
and Facebook will send the Pixel with all instructions. For marketers
who do not have developer access, but need one, here are popular
marketplaces for sourcing:
– Upwork.com
– Freelancer.com
– Fiverr.com
23About SMK
SMK’S GUIDE TO
SMK is one of the world’s leading digital marketing education organisations. Established in 2010, SMK has educated over
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10,000 senior marketing and communications professionals from the world’s leading brands, agencies and organisations.
A knowledge hub at heart, SMK exists to help businesses become more effective users of social media and digital
channels. SMK hosts over 150 full day training courses each year, across Australia and New Zealand, educating in excess
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of 1500+ marcomms professionals annually. SMK offers a range of In-house solutions for organisations, ranging from
In-house Training to Consultancy and One-to-one Coaching.
The SMK: Digital Excellence program is Asia Pacific’s premier digital marketing community. It was created for in-house
marcomms professionals, agencies, Not-For-Profits and individuals looking to stay at the forefront of digital disruption
and marketing innovation.
The community was developed to provide a more effective way for individuals and organisations to scale their
MANAGE AD ACCOUNTS MANAGE PAGES
digital intellectual property, whilst ensuring continuous development doesn’t break the bank. SMK: Digital Excellence
incorporates training courses, Live-Streaming, coaching, consulting and much more.
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