Organizing Your Facebook Ads Manager
Facebook Ads Manager can be overwhelming when you first jump in! Like anything else in life, there will be learning through trial and error. Some practices might work, while others might not. Through our experience, we’ve learned how to best to set up and maintain the organization of your Ads Manager account.
What is Facebook Ads Manager?
Ads Manager is Facebook’s platform for... you guessed it, advertising management! This is where you’ll build all your ad campaigns for Facebook, Instagram, Messenger, and Facebook’s Audience Network. It is the dedicated area for the ad campaign creation, managing the start and end dates for campaigns, and for performance tracking.
Is there a right or wrong way to set up Facebook Ads Manager?
There is absolutely a right way… and a not-so-right way to set up your Ads Manager.
To start, you’ll want to make sure your Ads Manager is set up inside a Facebook Business Suite/Manager (these terms are still being used interchangeably for now) which helps protect you, your business, your account, and those who have access to your ad account. Once you have your Business Suite set up, there are some things to keep in mind.
Security: For security reasons, you’ll want to make sure that the individuals who have access to your Business Suite account have the correct permissions. It’s important to ensure that the right people can properly create, run, manage, and track your ads. It also makes sure that the people who shouldn’t have access don’t. We also recommend everyone have Multi-Factor Authentication (MFA/2FA) turned on. This article shows you how to turn on MFA/2FA for Business Suite/Manager.
Permissions: one person from the organization should be the owner. If you an additional employee such as a social media assistant, what level of permission should they have? If you have a third-party company, like Elevate Marketing Co. then they should be set up as a Business Partner?
Admin has access to view ads, access reports, create and edit ads, edit payment method, and manage admin permissions.
Advertiser has access to view ads, access reports, and create and edit ads.
Analyst has access to view ads and access reports.
Payment Method: It’s important to make sure you have an active credit card attached to your Ads Manager. You’ll also want to make sure you have the appropriate permissions set up to allow someone on your team (but not your entire team!) access to updating and managing the payment method. Having a back-up payment method connected to the account is a good idea to keep your ad campaigns active if your primary card is compromised, expires, or has other processing troubles. Better to be safe than sorry!
Ads Manager Name: Your Ads Manager account should be named according to its use. For example, it should not be named using your name but instead with the business/organization that it will be used for i.e “Victoria’s Ad Account” vs “Elevate Marketing Co. Ads.”
Ads Campaign Naming Convention: We go into more detail about this here.
What are the best practices with Facebook Ads Manager?
Best practices include maintaining an organized naming structure, performing daily check ins to ensure your ads are running correctly, keeping your Facebook Ad Manager attached to a Business Suite or Manager, and ensuring the appropriate people have the appropriate permissions.
We recommend conducting a quarterly Ad Manager audit to review those who have access, payment method, and ad strategy.
However, if you want to delegate this task to someone else there are companies like Elevate Marketing Co. who can set everything up under YOUR account. This includes YOUR (company) credit card and YOUR Business Suite.
Our methodology at Elevate Marketing Co. is that you are paying a company to create business assets for you and to manage those assets. If you choose to part ways with that company, you should retain ownership of those assets. Many larger ad management organizations set up your ads under their own accounts, meaning that if you part ways, you’ll lose all your data. We don’t like that.
Don’t want to handle your Facebook Ads Manager yourself? We’ve got your back.
With some time, patience, and training, you CAN handle Ads Manager yourself. We have training and workshop options you can check out here. But if you really don’t want to do it yourself, we actually love this stuff and would gladly take it off your plate.