Do you remember having to set up separate admins for Facebook business pages? Are you still managing your pages and ad accounts for your brand through your account?
The Facebook Business Manager is going to be your best friend. It is a one-stop shop that keeps your Facebook business assets centralized, safe, and organized.
In today’s Truelogic DX Podcast, we will learn more about Facebook Business Manager and how it can help you optimize your ads and deliver successful campaigns.
Berns San Juan: Hi guys, and welcome to the Truelogic DX podcast. Today, we’re breaking down everything you need to know about the Facebook Business Manager and how to manage your marketing and advertising activities all in one place. When I deal with clients, I normally discover that if they have one brand, two brands, or three brands, then they are managing their social media campaigns, specifically their Facebook campaigns, which sort of makes sense.
But I think that’s primarily because the people that are managing those accounts don’t realize that they could build Facebook Business Pages and that they could manage them all from one Facebook Business Manager. So in today’s Truelogic DX podcast, we’ll learn more about the Facebook Business Manager and how it can help you optimize your ads and deliver better results and more successful campaigns. I’m joined today by our lead for social media. Guys, please join me in welcoming Heriel.
Herr Reyes: Thank you, Mr. Berns. I’ve been with Truelogic since 2016.
Berns San Juan: So Herr, before we get into talking about what the Facebook Business Manager is, I guess he will walk us through. Why do you think so many people limit themselves to managing their ad accounts or ad accounts within their own Facebook pages? Why do they settle for the default?
Herr Reyes: Well, Facebook makes it easier for single page admins to just handle the page, the page advertising through the page itself. But, when you look further into it, though, the choices would be very limited if you just handed it from your page, and to add to that, when you start handling multiple pages, it’s going to be very tedious to move from one to another.
So it’s that simple, like Facebook makes it as easy as 1, 2, 3, to advertise, to boost, to spend on Facebook, like while you’re on your Facebook Business Page, but you know, obviously that’s not ideal.
What is Facebook Business Manager?
Herr Reyes: The Business Manager is what I’ve been using since it’s the built-in tool that Facebook already provides for free. It’s already built into the platform, which is why I like using it. When people ask me what the Business Manager is, I try to explain it somehow, like it’s the back end when it comes to Facebook. I say when you have the Facebook page itself, it’s like a website.
It’s what the people see. It’s where they interact with you, but they can’t see what happens behind the scenes. And that’s what we do in the Business Manager. So, with Business Manager, you can handle multiple pages and not just pages, because you can handle even Instagram through Business Manager. So it’s really valuable for marketers and advertisers like us.
Recently, many of our clients already have Business Managers, which is great because it shows that many people are learning more about how Facebook works. So it’s not just the surface level, the one-click thing that used to be the norm way back when we started.
Berns San Juan: Let’s say sure, boosting, engagement, lead generation, let’s even say a traffic-driving campaign. Can campaigns like that be run effectively on just a Facebook page?
Herr Reyes: From the Facebook page itself, I don’t think so. Primarily because, as I said earlier, the choices would be limited, so Facebook presents you with choices that you just have to click, but you don’t necessarily optimize them from there. So we don’t recommend that.
Berns San Juan: I think most people don’t realize when we run social media campaigns, and I think one of the biggest differences between social media campaigns versus AdWords campaigns is that with Google search ads specifically. Most of the time, you’re optimizing the ad, you’re optimizing the landing page, and you’re not optimizing the audience in a search ad. I think most people don’t understand that on Facebook, you’re always optimizing both.
You’re always optimizing the message and you’re always optimizing the audience. And I believe that without Facebook Business Manager, you can only do so much with the copy of the ads when it comes to the mini-landing page that you want them to convert on. But, if you want to optimize the audience, if you want to figure out if some audiences are more responsive to your messaging than others, if you should spend more money on one segment versus another, then the Facebook Business Manager becomes essential.
Herr Reyes: To add to that, so for Facebook, especially when it comes to ads, it’s the audiences that matter because even if you’re doing specific interest-based ads, the audience that you’re targeting, they’re not just getting those interests. So, you’re competing against so much more than just your industry. So the audience must get checked in.
Berns San Juan: I think just for clarity so that we don’t get confused, it’s not that you can’t set a certain audience type on your Facebook page. You can, but it’s limited to the dropdown choices that Facebook gives, like people who like your page, people that visit your page, and so on. But if it’s not one of those options, you can’t create a custom audience based on what you want to target, whereas in the Business Manager you can.
Facebook Business Manager’s Key Features
- Ad tracking and performance
Herr Reyes: It can provide you with more metrics to track for Business Manager because if you just do it through the Facebook page, it only gives you the pre-formatted, fixed template for Facebook pages. But when you do it in the Business Manager, you can toggle the metrics that you want to see. You can set it to be particular for each campaign. So, if you have a traffic campaign, you can look at both link clicks and landing page views, or you can just look at outbound clicks. Just for traffic alone, there are many different metrics that you can check, and you can only access these through the Business Manager insights through the Facebook page. It won’t show you the breakdown, but it’s not that customizable on your end.
- Create your own audience.
Herr Reyes: So for custom audiences, it’s fairly easy to do it inside the Business Manager because Facebook already has a built-in feature called lookalike audiences. As a result, this type of custom audience already selects qualities from your built audience and attempts to find them in other users. So it expands your audience a lot.
Berns San Juan: What are some examples of optimizations done for a custom audience? For example, when some of the lead gen campaigns that you run with some of the engagement campaigns that you run, when we say optimize audiences, what does that typically mean?
Herr Reyes: We try to look at the customer journey whenever the ads, so, for example, for the local likes, when we try to acquire new people to like the page, what we do is get a lookalike of the existing follower base. So, what we do is we create a lookalike of the page followers and current page followers, and then Facebook expands that, and that will help us reach people who are also interested in the page. That’s one way.
And another one is with regards to optimization, using custom audiences. For example, we want to work up our audience to visit the site or like our page. So what we first do is an awareness campaign. “Awareness” means we want people to engage with the posts. And then, once they engage with the posts, our next ad will be targeting the users who have already engaged with the post. They are already engaged with your page. And then we direct them to the next step, which may be following the page or visiting our website.
Berns San Juan: When we say audience customization, or when we say audience optimization, this is just to help the general audience understand. I believe that knowing which custom audience to hedge your budget on is also part of it. You don’t just allocate budgets on Facebook per month, you can budget them by the campaign. You can budget it by the audience. And most of the time, what we mean is to take an example, right? Let’s say, let’s say you and I are running a conversion campaign.
We have two base audiences. One base audience is people that already like the page. And then the other base audience is made up of people that have already bought from the website. As we said, we know that these are the emails of people that have bought from us. Let’s say we had a thousand each, or let’s say we had 2,000 each. And we ask Facebook, “I would like to run a lead gen campaign against this custom list A and this custom list B. I think people need to understand that if custom list A outperforms custom list B, then that also means we diminish the budget from B and we add to the budget from A more than that. ”
We add to the collateral on A right because that’s the conversation you want to continue. And so, while you might run campaign B, which is for the people that have already bought, that campaign might end after two weeks. whereas engaged people might be able to lead for six weeks. When we say audience cost customization, it just means hedging your budget and your campaign on the audience yielding you the most return.
Herr Reyes: That’s one of the main problems for advertisers who are just starting. What they do is they set the campaign and then they don’t optimize it, so that’s one of the problems.
Berns San Juan: Or most of the time, they’ll change the banner, they’ll change the image. They’ll change the landing page for ad fatigue, but they’re not changing it because of the performance, right?
Herr Reyes: So that’s why the Business Manager is important since you can track the performance daily, right? So you can segment campaigns because you can have a view of the campaign.
Berns San Juan: Aside from a lookalike audience, what other custom audience types can they have on Facebook?
Herr Reyes: If you have more than a thousand emails for the mailing list, you can even just straight up use them. So that would be the most targeted audience that I can think of since you’re already just targeting your existing audience. So that’s useful for campaigns, such as if you’re giving discounts to your existing customers, right? As a result, you can target
- Optimize ads
Herr Reyes: When we say that we’re optimizing the ads, aside from the audience that we talked about earlier and the budget that we mentioned, of course, if an ad is getting a lower cost per result, we try to give more budget to it just to maximize more clients’ budget.
So the Business Manager also has a feature that shows you the quality score, so it just shows you if it’s above average or if it’s below average. Given that information, it’s up to the advertiser to optimize the ad. When we say ad optimization, we mean everything from the target audience to the budget, the CTA button, and even the creative.
Berns San Juan: Is there anything else they optimized in the ad? Are there landing pages to optimize? Are there conversion pages to optimize on Facebook?
Herr Reyes: I think the only one that wasn’t mentioned yet was in terms of Facebook ads, which are the lead forms. Sometimes, it also makes a difference.
Berns San Juan: I think out of all of the campaigns we managed, I think I’ve only ever seen once, one campaign that we took on that already utilized lead forms, but most of the time we introduce the lead forms to clients. And so that’s another thing, and for the guys that don’t know what we’re talking about, the lead forms are like that mini-landing page.
When you click an ad on Facebook, it takes you to a mini-landing page inside Facebook, where there’s like a pop-up of a page or a message from the brand, which then either attempts to convert you by getting you to fill out a form, asking for your permission to market to you or leads you to a website landing page. That’s what we mean by these forms. So when we say the Facebook Business Manager allows you to manage audiences, its superpower is the ability to create multiple types of custom audiences and to segment those custom audiences, going all the way to creating a sequence.
Berns San Juan: Its next superpower is how you can optimize the ads themselves. Like the collateral that you use, like the text, the image, the AB test, the different types of banners with different CTAs, and then the conversion pages, like optimizer conversion pages, so that you can tweak them until you get the best result.
- Page management and access control
Herr Reyes: I think it’s a big difference, especially if you’re handling a lot of pages because if you’re doing it from the page itself, all of the notifications for the page will show up on your Facebook profile. So when you access Facebook, I don’t think you want that invading your account. If you’re an advertiser on Facebook, there’s no excuse not to use the Business Manager.
It’s much easier when you use the Business Manager since you just have to provide, you just have to exchange the Business Manager IDs with when you’re going to be working with an agency or a partner. So it’s going to be much more business-oriented compared to having the personal profile of the advertiser added to your team.
- Security and privacy
Herr Reyes: The Business Manager makes it easier since once you’re done with a contract, you can remove the partner itself. So if you remove the partner, all the involved accounts will be under that, and all the connections will be removed. So you don’t have to go to each page one by one to create it, and you don’t have to worry that you haven’t removed them from your ad account since, you know, it’s connected to your card. It’s going to be more secure than adding them as an admin to your page itself.
Berns San Juan: With that last capability, I just wanted to wrap up everything that we talked about. And I think this is a conversation that makes a case for why you should use the Facebook Business Manager. And I think the way we summarized it is that most people manage their ads from their faces, from their own Facebook pages, whereas they could use a more professional platform like the Business Manager.
And I think if people wanted an incentive to use the Business Manager, it’s for the following superpowers: Superpower number one, customized audiences, and just the details of how you can customize your audiences for easier ad management because you have better capabilities for AB testing. You can test your ad mediums, you can test your conversion pages, and so on. Two, multipage management. Just like you can manage multiple brands, you can manage multiple Facebook pages, or multiple Facebook business pages, all from one account.
The next one is superpower number three. You just get more insights coming from the Facebook Business Manager, and then the ability to secure and control access to your accounts is just significantly easier when you use it.
Herr Reyes: I believe it encapsulates why a Business Manager is essential for any company.
Berns San Juan: In other words, if you are serious about managing Facebook campaigns and not just boosting if you’re serious about managing a real Facebook campaign, you ought to take the Facebook Business Manager seriously and consider using it. If you’re serious about running a campaign, Okay, so with that, Herr, I’ll thank you for joining me this afternoon and I’ll thank everybody else that also listened to this episode of the Truelogic DX podcast. I hope you enjoyed it as much as we enjoyed producing it.
Thank you for joining us here and giving us a shoutout on social media. Heriel is the first one that sees those. By the way, if you have any comments regarding what we talked about, we will respond. And if you guys have any topics or suggestions, you can reach out to us on Facebook. You can reach out to us, you can leave a comment on YouTube, and the Truelogic DX podcast is available wherever you listen to your favorite podcast.
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