Updated May 7, 2021
It’s been 14 years since Facebook opened its doors to businesses. By the time Facebook allowed businesses to create pages it already had a significant user base of roughly 20 million users. Since then, Facebook’s user count has grown to over 2.7 billion users (per Statista) and there are over 200 million businesses using the platform (per Facebook).
In the early days, the only way to create and manage a Facebook business page was using your personal account. If you wanted to share access to your business’s page with a business partner or an agency, you had to share access with a person by either being friends with them or having them like your page and share their email address with you. This method kinda worked but left a lot to be desired.
In April of 2014, Facebook launched Facebook Business Manager to help businesses manage their Facebook assets: Facebook page, advertising account, audiences, apps, etc. Facebook Business Manager (or FBM for short) is really fantastic and makes managing account access across your different assets straightforward, but it’s a headache to set up. Here’s a guide you can use to better manage your Facebook resources.
Why Businesses Should Use Facebook Business Manager
First, ownership and access. Setting up FBM means that YOU (the business or organization) own the assets. Recently we took on a Facebook advertising campaign that was spending $20K+/month from another agency. Unfortunately, this agency ran all the ads through their own ad account. As part of bringing that client on we had to create a new Facebook ad account for the client. All of the account history and data lost. A bit sad and totally avoidable.
Furthermore, and we’ll get into this more, FBM makes it easy to provide the right amount of access to the right employees or partners.
Second, transparency. Utilizing FBM means you can check in on ad performance, page notifications, and the like without having to get your in-house social media manager or digital marketing agency partner involved.
Third, Facebook Pixel. Facebook’s Pixel is amazing. It’s head and shoulders better than Facebook’s old conversion pixels, but there can be only one per ad account. Using FBM allows you to make sure that you’re Facebook Pixel only ends up on the sites you want it on.
NOTE: If your business or organization has more than one page, we recommend creating a Facebook Ad account for each page. Multiple pages, ad accounts, etc. can be managed from a single FBM implementation and organized used FBM’s Projects feature.
How to Setup Your Facebook Business Manager
If you’re still managing your Facebook page the old-fashioned way, you’re not alone. We take on new social media/social media advertising clients with regularity and at least half of them aren’t on FBM yet. Here’s what you need to get set up:
- A personal Facebook account with admin access to your Facebook page
- A personal Facebook account with admin access to your Facebook ad account
- Single access (meaning an email address that only one person access) email address. It’s preferable if this is email is in your domain.
NOTE: You can add a profile picture and cover image to your account.
Once you’ve decided to take the plunge and set up FBM, navigate to business.facebook.com and click on the Create Account button.
Next, you’ll log into your personal Facebook account that has admin access to your page.
Once you’ve logged in, you’ll need to click a new Create Account button, name your Facebook Business Manager, provide your name, and business email address.
Your next screen will look like this:
Each Facebook Business Manager account is required to have a primary page before you can do much else. In fact, here is Facebook’s explanation verbatim:
“Your business needs a primary Page to request Pages, ad accounts, and other assets from another business or a person. They will verify your business through your primary Page. Your primary Page should be the Facebook Page that best represents the business you work for.”
During your initial setup, you can either claim an existing page or create a new page. To add your primary page, click on the Business Settings button in the upper right-hand corner.
Once you’ve clicked on Business Settings, you’ll be sent to the People and Assets tab. You’ll want to click on Pages.
During your initial setup, you’ll want to click on either Claim a Page or Create a New Page. The Request Access to a Page option allows you to make a request to access a third party’s page. We often use this option to request access to a new client’s page.
If you’re going the Claim a Page route, you can search for your page’s name or you can copy and paste your page’s URL. Once the right page populates, click Claim Page. Now, if you’re already a page admin over your organization’s page, your request will be approved automatically. Magical!
If you’re going the Create a New Page route, the folks over at Buffer have a great resource: https://blog.bufferapp.com/how-to-create-manage-facebook-business-page
Congratulations, you now have the bare-bones of your FBM set up! The next steps are setting up your Facebook ad account and adding People (or Partners) to your organization.
Facebook Ad Account Creation
To create your Facebook ad account, you’ll want to head back to the People and Assets tab of the Business Setting section of FBM.
Similar to creating a page, you’ll have the options to Claim an Ad Account, Request Access to an Ad Account, or Create a New Add Account. To create a new ad account, click on that option, give your ad account a name, select the page the account will be advertising in behalf of, your time zone (very important), and currency (USD, CAD, GBP, etc.).
NOTE: We recommend that you give your new ad account the same name as the page you’ll be advertising in behalf of.
The final step for having your ad account set up is adding your payment info. To do so, head to the Payments tab of the Business Settings section of FBM and click Add Payment Method.
Facebook accepts American Express, Discover Card, Mastercard, and Visa!
With your payment info added, you’re organization is ready to start advertising on Facebook