Facebook Business Manager. Are you using it? We’ve spoken about the importance of using Facebook Business Manager a few times before. So if you’re using Facebook as a platform for research or for paid advertising, but you still don’t have a Facebook Business Manager account, here are several reasons to get signed up as soon as possible:
- All your Facebook pages and ad accounts will be located in one easy-to-access place.
- You’ll have access to help and support from dedicated Facebook advertising experts.
- You can manage all permissions and access for your pages and ad accounts from one place.
- You can create multiple advert accounts for multiple brands/pages.
- You can handle multiple payment methods and billing details.
- You’ll be able to prepare reports more easily.
- You’ll have access to a whole load of useful tools that you can use for both social campaigns and wider marketing research.
To sign up to a Business Manager account, visit https://business.facebook.com/ and click the ‘Create an Account’ button.
If you’ve just signed up, or haven’t had much time to explore what a Facebook Business Manager account has to offer, let’s take a look at some of the features you might not have used yet.
Let’s start off with an easy one. If you’re managing multiple ad accounts, it can quickly get confusing and be hard to locate an ad account or campaign easily. The ‘favourite ad account’ feature in Facebook Business Manager makes it simple to select and save your most used and ‘favourite’ advert accounts, so you can access them quickly to create an ad, check advert success or pull a report or invoice. Just click the blue stars at the side of the account you want to favourite and it will sticky to the top when you log in.
You can also do the same with brand pages, as in the image below.
This means all your most important and active pages and ad accounts are stickied in a highly visible and easily accessible place. It’s great for when you want to cast a quick eye over your Facebook pages, or need fast access to deal with an issue with one of your adverts or a customer interaction.
Let’s now take a look at what else Facebook Business Manager has to offer.
THE FACEBOOK CREATIVE HUB
The Facebook Creative Hub is a great new feature. It allows you to create an example of any advert type available on the Facebook platform, and then review it, save it, edit it and even share it! To access the Creative Hub, click the ‘Business Manager’ button in the top left-hand corner and select ‘Creative Hub’ from the main drop down.
Once you’ve accessed the Creative Hub main window, you can choose from all the available advert types. The main categories are: ‘Interactive’, ‘Video’, ‘Image’ and ‘Instagram’ so take your pick. For the purpose of this example we’re going to choose a ‘web link’ advert and create a mock up.
Once you have chosen your ad type, you’ll be presented with a blank ad creation screen that you might recognise from when you’ve created adverts in the past. The only difference is that you don’t have to worry about accidentally making an advert live and wasting your budget when you’re testing creatives and copy. Think of it as a creative safe zone and you won’t be far wrong.
Looks familiar, right?
You can now start filling out this advert template as you would a normal advert on the live platform. For the purpose of this article we’ve set up a test to advertise the very article you’re reading… weird huh?
Once you’ve played around with your advert creative and copy, you should end up with something that looks a little like this…
So once your advert is complete and you’re happy, check that your ad displays exactly how you want it to by flicking through the display examples with the arrows to the top right of your example. You should see examples like these:
1: (Desktop News Feed)
2: (Mobile News Feed)
3: (Feature Phone)
4: (Desktop Right Column)
These examples show you exactly how your advert will be presented to your chosen audience depending on your selected placements during the ‘real’ or ‘live’ ad building process.
At this point, we can see that example number 4 isn’t displaying exactly how we would like, so we would either change the advert copy so it fully displays, or deselect the desktop right column from targeting. This would depend on the goal and budget of the campaign, since right-hand column adverts tend to be more expensive in the long run.
The next step in the process is to check that your advert complies with Facebook’s advertising guidelines. You can do this by clicking the button that’s highlighted in the image below.
So let’s click that button on our example advert and see what happens!
Uh-oh… well that didn’t go quite as we’d planned. As you can see, Facebook’s analytical tools are telling us that there’s too much text in our chosen ad creative. This can negatively affect the amount of people our advert will reach, and that’s no good at all. So let’s change it to an image with less text and try again! It’s important to remember that Facebook doesn’t like any text on paid advertising creatives. Their limit is 20% and it looks like ours was just a little bit over. But at least we didn’t have to wait for our advert to be approved in the live Ad Manager to find out, so that’s a bonus!
So after we changed the image, we ran the check again.
Much better! Once you’re happy (and Facebook is happy too) you can save your advert, or send a notification to view it on your mobile on Facebook or Instagram.
You can also skip across to the ‘Get Inspired’ tab and take a look at some successful ad types and designs that are working well on the platform. This is a great place to grab ideas and see what bigger companies are doing with their social advertising.
That’s pretty much it for the Creative Hub. So have a play around and see what awesome adverts you can come up with. It’s a great place to experiment and try out new ideas.
FACEBOOK AUDIENCE INSIGHTS
Facebook Audience Insights is an incredibly useful tool for planning, researching and optimising not only campaigns on Facebook, but digital marketing in general. In Facebook’s own words, this tool allows you to “Learn more about the people who matter most to your business”. So it’s definitely something you need to be using: the better you know your customers (or potential customers) the better your adverts, websites, content and creatives will end up being.
To access Facebook Audience Insights, just select it from the Business Manager main menu like in the image below:
Once open, Facebook Audience Insights will ask you to choose the type of audience you want to gather information on. For example, everyone on Facebook, people connected to your page, a custom audience built from your pixel, or any custom or saved audiences you may have built previously.
We’re going to choose the first option. The ‘Everyone on Facebook’ option gives you access to data about almost everyone on Facebook. Seems mad, right? It does, we know, but it’s true. And you can also access information on demographics, page likes, location, activity, household data and purchases.
(Before you get too excited and start spying on your boss, friends or family – you can’t search for individual people or names!)
But you can completely customise the type of people you’re looking at and where they are located, by entering search criteria in the sidebar on the left. In functionality, it’s very much like building a target audience on the Facebook Ads Manager platform.
In this example, we’ve chosen to take a look at data relating to people in the UK and the United States (male and female) aged 21-40 who have an interest in affiliate marketing.
This is a fairly basic and open set of criteria. You can drill much deeper by adding multiple interests and people connected to your page, as well as specific information under the advanced tab that includes behaviours, languages, market segments, parents and even life events.
And the best part is, pretty much all these editable criteria are also available in Facebook’s main advert targeting. This means you can start to build your perfect ad audience with the information Audience Insights delivers, because you’ll know much more about your target audience than you did before.
So let’s take a look at what came back from our search for our specified criteria.
As you can see, there’s a slight bias towards females in this segment, and the majority are aged between 25-34. Make a note of it because you might have just found the age and gender you should try to target for your next campaign.
Unsurprisingly, when we get to the ‘Job Title’ data, the majority of people interested in affiliate marketing are in sales-based jobs. But take a look down the list – there are probably a few in there that you didn’t expect to see, aren’t there?
This is all information you can use to help tailor your advertising campaigns and it may even influence the way you write your content.
When it comes to ‘Page Like’ data, it’s not surprising to see Tai Lopez in there. This is another interest we could start incorporating into our targeting going forward.
Next we come to location data. Pay close attention to the locations, countries and languages listed, because this is VERY useful for detailed targeting when building ads that will go live.
If you want to target a specific type of person in a specific country, it will affect how you create your ad copy and the language you use. Luckily for us, the vast majority of people interested in affiliate marketing in the UK and US speak English (surprisingly), so going forward we can continue to construct adverts in English.
The next data window we’re going to look at is under the ‘Activities’ tab. This enables you to see data about the devices your chosen target audience uses, for example, how often they interact with Facebook pages and how often they comment, like posts, share posts, and click on ads. This will help you to decide whether or not this segment is worth targeting on Facebook, which devices to include in your targeting and what kind of response to your content you should be expecting.
As you can see from the data in our example above, while we might expect to get a lot of comments, likes and even clicks on any promoted content shown to this audience, we shouldn’t rely on them to improve our social reach through sharing posts. This means it might require more budget a little way down the road.
When it comes to devices, any adverts targeted to this audience would probably benefit from being placed on both mobile and desktop platforms, as there is a large crossover between desktop and mobile, and mobile only usage.
There is a second and often more interesting way to use Facebook Audience Insights. And that is to look at information relating to visitors to your own URLs/landing pages. This allows you to get a very specific look at the type of people who are converting on your websites, and helps you to find more people like them.
If you’ve placed a Facebook pixel on your page and created a custom audience (we’ve talked before about how you can set both of these things up), you will be able to view data on your website visitors. Here’s how you can do this.
Instead of setting up a segment based on age, location, gender, interests and page connections, you can use the window highlighted below to access information about your saved custom audiences. We have chosen to view data relating to a saved audience that is made up of all website visitors for the last six months.
Please note: In order for this data to be as accurate as possible, make sure you’ve left all other filtering options ‘open’, including age and gender, interests, connections, pages and advanced. This will give you the truest overview of your website visitors.
Let’s take a look at some of the details we can discover about our custom audience.
The age and gender demographics are vastly in favour of young males; this is interesting when compared to the first set of data we gathered.
Previous ‘affiliate marketing’ interest audience
By using a custom audience segment we can make tweaks to any potential adverts we set live to reflect the information from the data we’ve gathered. This gives us an amazing ability to take a look at who is interacting with our landing pages and tailor our advertising to an ideal audience.
I hope you’ve learned some useful things about Facebook Business Manager in this article and that it has motivated you to create some exciting, innovative and successful campaigns. It’s undoubtedly an essential tool in any affiliate marketer’s arsenal, so why not sign up now and see what you can do?