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Time For a Facebook Business Manager Checkup

Facebook Business Manager is an incredibly useful and powerful tool for advertisers. If you’re running Facebook and/or Instagram ads, it’s the command center of all account connections and activities. There’s no doubt it has streamlined various processes and made it much easier to connect employees and accounts.

But that said, who actually knows and understands all the complex ins and outs of Business Manager?

Let’s be honest: very few of us. 

How many of us have scratched our head when a button is inexplicably moved or a layout has been changed without notice? How many have tried to connect our organization into a Business Manager account and ended up super frustrated and needing an adult beverage?

Let’s be honest: many of us.

As a result, most advertisers successfully connect their pages, people, and pixels, and then they’re pretty much afraid to break anything so they don’t go any further. In short, most folks vastly under-utilize this essential tool.

We can do better.

When I built the first Business Manager training course last fall, I interviewed several dozen agencies and consultants about how they actually use it. I asked them to be brutally honest about the hiccups they’ve had, the mistakes they’ve made, and the ongoing issues they run into. My research led to some pretty shocking discoveries, including:

  1. Multiple agencies had every employee listed as an admin of every client Facebook Page and ad account.
  2. Several other agencies had employees utilizing personal profiles to connect into ad accounts via settings, therefore not using Business Manager at all.
  3. My personal favorite! One consultant had hired 34 different “contractors” in Pakistan to do posting on client Facebook pages and once he fired them, he never deleted them as admins of those pages.

It’s time to get serious.

As a Facebook/Instagram advertiser today, it’s a MUST that we keep our Business Manager fully functional and up to date for not only our purposes, but for the purposes of client protection and security as well.

We all need a checkup once in a while. It keeps us healthy. It also ensures the best security on our accounts, something that’s absolutely imperative these days.

So, let’s do this.

If you want to modify almost anything within Business Manager, it has to be done via Business Settings. You can navigate to that area via Business.Facebook.com.

Once you’ve clicked on the blue button in the upper right corner, it’ll bring you into the navigational menu that you can click around in.

Step One: Clean Up Admins and Employees

Within Business Manager, we all have Admins and Employees. These are the fine people we’ve connected into our organization at some point. You can then attach them to ad accounts, pages, and other assets.

1. Admins

It’s important to remember that old employees and admins can always be removed within Business Manager. You can find these within “People” in the upper left hand side of the navigation bar under settings. Anyone that has a small badge to the right of their name is an admin.

Ask yourself: does anyone have a badge who actually shouldn’t?? Admins have a lot of power within your Business Manager, so these should be used very sparingly. I reserve these only for the Business Owners, or those controlling access to the Business Manager.

2. Employees

Your employees are users who’ve been added into the account at some point. They are likely connected to assets, such as pages and ad accounts. But should they be?

Here’s an example: I no longer work with Jackson, so I’d like to remove him. You can do this by clicking in the upper right corner of that employee record and hit “Remove.”

 

You can also review the ad accounts, pages, catalogs, and other assets that person is attached to. If you want to remove them from a particular account, click on the asset and then on the right hand side, click the X on the asset name.

Great work cleaning up your admins and employees!

Interested in learning more about Facebook’s Business Manager? Sign up for our Business Manager training, here!

Step Two: Disconnect Old Ad Accounts and Pages

How much time do you spend getting rid of old ad accounts and pages you’re no longer connected to? If you’re like the dozens of agencies I polled last fall, it’s not much time at all — which can be hugely problematic!

There are different excuses for not taking action and here are some of the most common:

  • Agencies want to stay connected to old accounts and keep tabs on a new agency. (I do not endorse this tactic!)
  • Some agencies frankly don’t know how to do it properly.
  • Then there’s downright laziness, meaning some folks just don’t look at their account list in Business Manager very often.

In order to truly stand out as advertisers, we’ve got to stay on top of everything — which includes cleaning up old accounts and pages — as annoying and time-consuming as that might be.

1. Reviewing Old Ad Accounts

Reviewing your list of ad accounts is actually quite simple. Within Business Settings, you can click on Accounts and review the list under Ad Accounts.

Be sure to look at the accounts themselves. You can also review the people connected, which level of access they have, and then ask yourself if that person really needs access. If you’re an agency, consider if you need to be connected or is it just cluttering up your Business Manager.

If you need to remove yourself or your agency, you can do that by clicking “remove” in the upper right corner.

2. Reviewing Old Pages

The process for reviewing the Facebook pages you’re connected to is similar to ad accounts. You go into Business Settings, click the page you want to remove and select it from the top right corner.

Step Three: Ensure Your Pixels are Perfect

Pixels lead to some of the most frustrating scenarios within Business Manager. But if you share the pixel properly, you can attach it to an ad account, utilize it within Facebook Analytics, and dial-in your dynamic ads. So, it holds a lot of power.

1. Is the pixel shared properly?

The first thing I check on with pixels is if they are shared into the Business Manager properly. If not, this may be why you’ve run into permissions issues in the past.

Check the listing of pixels, under the data sources > pixels area. Are all your pixels showing up here?

If not, you may need to share the pixel into Business Manager. At this stage, it’s important to note a few things:

  1. The person trying to share the pixel has to own it.
  2. You need to share it into the Business Manager that you want to own that pixel. So if this is a client’s pixel, they need to do this within their own Business Manager.

To share, click in the upper left corner and head to Events Manager > Pixels area.

Once there, hit “details” on the pixel, which brings you into the main admin screen.

Then, hit share. This brings you back into the Business Manager pixel area we were at earlier.

2. Are Partners, People, and Ad Accounts Connected Properly?

For each pixel within your Business Manager, you can assign a partner, person, and ad account to that pixel. Review each of these and ensure things are all connected, so you have no more permissions issues. This process also ensures your pixel will work as intended.

Still tons more!

Even for those of us who have been using Business Manager for years, there’s always still tons more to learn. You can always be improving, reviewing, and ensuring security is top notch for your clients.

If this topic interests you and you want to learn more, sign up for my upcoming Business Manager course.

The post Time For a Facebook Business Manager Checkup appeared first on Jon Loomer Digital.


Source: Jon Loomer

Facebook Ads Guide: 55 Custom Audiences to Target People Ready to Act

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Orignal Article Can Be Found Here

Facebook Website Custom Audiences Based on Pixel Events

One of the many benefits of the Facebook pixel is that you can track and later retarget those who perform specific actions on your website. You can segment your audience in very specific ways based on page views, registrations, purchases, searches, and more.

Let’s take a closer look at how and why you should create these audiences. First, I’ll guide you through the basics. In the end, I’ll show you seven specific examples of audiences that you can create.

What Are Pixel Events?

Assuming the Facebook pixel is installed on every page of your website, you can add code to specific pages to capture and track the details of an event (registration, purchase, search, etc.). In addition to the tracking and optimization power of pixel events, you can create audiences of those who performed certain events on your website for highly relevant Facebook ad targeting.

If you aren’t using the pixel — or you’re using the pixel, but without events — you’ll be limited regarding the types of pixel event-related audiences that you can create.

Are You Using Events?

If you’re not sure whether you’re using events, there’s a good chance you aren’t. From the “Pixels” area of your Ads Manager, click the “Set Up” button at the far right…

Website Custom Audiences Events

If you use a certain integration or tag manager (WooCommerce, Shopify, Google Tag Manager, etc.), click that option. Otherwise, click to manually install the code yourself.

Website Custom Audiences Events

The first step is installing the pixel. Facebook does a very good job of explaining how to do this. Make sure the base pixel code goes between the HEAD tags of every page of your website.

The second step is to add your events. Facebook has improved their documentation here to streamline this for you. Simply click the button by one of the events and enter the details (for a specific product, for example), and Facebook will spit out the event code that you will add.

Here’s what the event code looks like for the purchase of a product with the “pixel-training” ID valued at $100…

Website Custom Audiences Events

Instead of manually adding this code, you may also want to install a WordPress plugin. Pixel Caffeine is a free WordPress plugin that I use.

Audiences From Your Pixel Events

Assuming you are using the pixel and events on your website, you can now do some pretty cool things with Website Custom Audiences.

Click to create a Custom Audience…

Website Custom Audiences Events

And select “Website Traffic”…

Website Custom Audiences Events

You should now see that you can create audiences “from your events”…

Website Custom Audiences Events

What events appear here will depend upon the events used and found on your website.

Refine by Parameter

After selecting an event, you’ll see a link to “refine by” with the first option of “URL/Parameter.” Refining by a parameter will make special use of your events.

Website Custom Audiences Events

Parameters are the things that provide details of an event. For a purchase, parameters can include things like the value, currency, and number of items.

Website Custom Audiences Events

Refine by Aggregated Value

The second option when clicking to refine is “Aggregated Value.”

Website Custom Audiences Events

With this option, you can create audiences of people who performed a certain action multiple times. For example, an audience could be created for those who come back multiple times to make purchases totaling more than $1,000 in aggregate.

Website Custom Audiences Events

Now let’s take a look at seven specific Facebook Website Custom Audiences that you can create based on pixel events…

1. Any Registration

Let’s start generally. My website has multiple ways that you can register for something (two different webinars, two different video series, newsletter, and a Quick Video Tutorials subscription). I can (and do) create individual audiences for all of those actions. But I could also create an audience of all people who registered on my website.

Website Custom Audiences Events

This is especially useful for websites that don’t get significant volume for a single lead magnet, but there are several ways to register on the site.

2. Any Purchase

Once again, I offer several products on my website. I create audiences for each product, but I can also create an audience of all who have purchased anything on my website.

Website Custom Audiences Events

This is one of the most valuable audiences that you can create.

3. Referred by Google

If someone purchased on your website, how did they get there? Were they referred by Google? This is an easy audience to create…

Website Custom Audiences Events

4. Viewed Two or More Pages

It’s always helpful to isolate those who are most active on my website. One way to do this is by using “Frequency” within parameters. You can apply frequency to any event, but let’s focus on the PageView event…

Website Custom Audiences Events

This allows me to target those who have viewed the most pages on my website — in aggregate.

5. Purchased Multiple Items

When someone checks out, do they purchase one item or multiple items? You can separate those who purchased more than one item at a time…

Website Custom Audiences Events

6. Aggregate Purchase Value

Anyone who purchased from me is a valuable customer. But what about those who purchase again and again? We can apply aggregate value to isolate those who spent the most money…

Website Custom Audiences Events

7. Performed a Search

When people use the Search function on your website, they are looking for answers. This can be valuable information. By creating audiences based on searches, you can create ads targeting these people, promoting the solution.

Website Custom Audiences Events

In the example above, people came to my website searching for “pixel.” I can target them when promoting my Facebook pixel 4-week training program.

Your Turn

This is just scratching the surface. There are dozens and dozens of audiences that you can create based on activity on your Facebook pixel. But this should help you understand the types of audiences that are possible.

Have you started creating these? What are examples of some that you use?

Let me know in the comments below!

The post Facebook Website Custom Audiences Based on Pixel Events appeared first on Jon Loomer Digital.


Source: Jon Loomer

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