Debunking Business Manager’s Myths and Misconceptions

Our friend and Facebook marketing colleague Jon Loomer recently invited us to write a guest blog post on the often misunderstood topic of Facebook Business Manager. Starting next month, we’re co-hosting a four-week webinar series with Jon on the same topic. Check it out!

Let’s face it: Business Manager can be downright confusing. There are seemingly endless permission levels, pages, ad accounts, employees, roles, assets, and much more. What’s it all about anyway? And how can it help make you and your team less frustrated while also help you work more efficiently?

When it comes to myths and misconceptions about Facebook Business Manager, we’ve truly heard it all. We’ve heard it deletes ad accounts by accident (what?), causes employees to lose access for days at a time (um, huh?), it creates multiple pixels without warning (is that even possible?), and plenty more. In this blog post, we’ll debunk some of the most common Business Manager myths and misconceptions while also explaining how it actually works to help you and other Facebook marketers succeed.

Myth 1: “Business Manager is far more difficult to use than Ads Manager.”

This myth arose because Business Manager simply has so many more options and settings than Ads Manager, and as a result, it can be a bit overwhelming when you first log in and see all the various offerings Business Manager has for you. However, if you have confidently executed ad campaigns within the Facebook Ads Manager and particularly within the Power Editor, then you will also be able to navigate the Business Manager with ease.

Remember: using Business Manager and Ads Manager is not an either or; they work together. The Ads Manager, along with Pages, Product Catalogs, and much more, are all connected directly into your Business Manager to centrally locate all the tasks, employees, and assets associated with your Facebook marketing efforts. These various items are no longer siloed in different places; they’re housed together within Business Manager.

One Business Manager feature that confuses folks right from the outset is permissions, and more specifically, admins. There are Business Manager Admins, Page Admins, Ad Account Admins, and the list goes on. Facebook does an admittedly poor job at explaining how each of these permission levels differ because in classic Facebook fashion, they use the same word for multiple definitions and meanings. When in fact, admins have different responsibilities and permission levels depending on the task.

Myth 2: “My clients think Business Manager is a pain and they don’t want to switch.”

Switching to Business Manager isn’t a choice, it’s a must do. It’s 2017 and Business Manager is over three years old. Furthermore, in most cases nowadays, Facebook will not support your support request unless you’re using Business Manager.

Let’s consider what we had before. The old model required that a marketer/agency contact be connected to all the client’s assets using their personal Facebook account. Also, assets were organized in different places and did not allow for easy connection or disconnection if an employee left or came onboard. In short, it made the initial setup process a huge pain.

That’s not to say setting up Business Manager from scratch doesn’t take time. It does! For large and complex organizations, it can take a few hours. However, in most scenarios, properly setting up Business Manager for you and your team will take an hour or less.

The real impetus is on us–advanced advertisers and agencies–to prove Business Manager’s lasting benefits to our clients. We need to better explain how Business Manager leads to more transparency, so they can look at the history of any action taken on any asset at any time, how it helps organize complex advertising campaigns in a more straightforward way, and how it ultimately saves everyone time. And in this business, time is money.

Myth 3: “Business Manager limits what we can do in a client account.”

Setting up Business Manager does not change any existing connections in a client account. If you’ve been connected as an Admin previously, adding that account or Page into a Business Manager account doesn’t change that permission level, therefore you have the exact same permissions as before.

Secondly, if correctly set up, there will be no changes to what you can do with Ads Manager and Power Editor. In fact, gaining access to Business Manager will help you connect additional assets even more easily than before, such as Pixels, Instagram Accounts, Product Catalogs, and other assets.

Myth 4: “Business Manager limits the number of ad accounts you can have.”

There is no limit to the number of ad accounts that a user can create or be connected to via Facebook Business Manager. There are very rare exceptions to this rule, but they mostly revolve around accounts that have had significant policy violations and are attempting to start anew.

Some of you may have run into this limitation issue in the past, as there once was an ad account limit and Facebook would “whitelist” various accounts. If you are still facing issues with ad account limits, it’s clear that something within the Ad Account isn’t linked to the Business Manager properly, or it could be a bug.

Myth 5: “Business Manager setup requires that advertisers are personal Facebook friends with their clients.”

If you’re an advertiser/agency and helping connect your clients via Business Manager, ideally with the client taking the lead and you walking them through it, then you do not have to be Facebook friends with the client. What sometimes ends up happening is that advertisers try to circumvent the process to make it easier on the client by having them send friend requests. Then, the advertiser goes in and personally sets up the Business Manager on behalf of the client.

This action is actually quite detrimental, as it places the advertiser/agency at the center of the client’s Business Manager, making the client totally dependent on the advertiser for changes or edits. Remember: these assets belong to the client; not the advertiser/agency. An agency shouldn’t be listed as an employee of a client’s Business Manager, they should be listed as what they are in real life: a Partner. Plus, if you are an official Partner, you/your agency can gain more credibility from Facebook because they can see how much ad spend you personally manage.

Myth 6: “Business Manager is just a fad, it doesn’t really improve ROI.”

Alright, time for some real talk: Business Manager is definitely not a fad and it’s not going away. As a project management tool, Business Manager will help you and your team save time, which in turn saves you and your clients money. It helps make your workflow more efficient and aids in managing employees more effectively while holding everyone more accountable. With Business Manager, you can quickly check in and take the temperature of all your accounts, all within one interface with less room for error. It brings greater transparency all around and proves your professionalism from the outset.

Soooo…MYTHS BUSTED!

If you have additional questions about Facebook Business Manager and would like step-by-step guidance on how to set it up the right way from the beginning, check out our upcoming four-week course on JonLoomer.com

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