Advertising on Facebook: Everything You Need to Know

20 December 2023
Advertising on Facebook: Everything You Need to Know

In today's digital age, advertising has evolved into a dynamic and influential force, and at the forefront of this revolution stands Facebook. With its user base reaching billions, Facebook has become a powerhouse for advertisers seeking to connect with their target audiences.

In this article, we dive deep into the world of Facebook advertising and explore the myriad benefits it offers to businesses and marketers alike. From precise audience targeting to robust analytics, Facebook ads empower brands to reach, engage, and convert users like never before. However, the process of registering for Facebook Business Manager (FB BM) comes with specific guidelines and recommendations that require careful consideration. We’ll take you through all the nuances of FB BM registration and advertising guidelines, providing valuable insights to help you optimize your Facebook advertising efforts. Whether you're a seasoned marketer or just starting your journey, these tips will allow you to make the most of Facebook advertising.

Target audiences are specific groups of people that a business wants to reach with its products, services, or messages.

Facebook Business Manager is a centralized platform for businesses to manage Facebook assets, advertising campaigns, and team access with greater efficiency and security.

The Power of Facebook Advertising

In the ever-evolving online landscape, Facebook has emerged as a dominant force in the realm of advertising. Its unparalleled reach makes it an indispensable platform for businesses of all sizes.

Unmatched Scale and Influence

According to Statista, Facebook has over 2.9 million monthly active users which makes it an incredible platform for advertising. The vast and diverse audience it commands is a treasure for businesses seeking to connect with their target demographics. Whether you're a local business aiming to engage with your community or a global brand striving to reach a worldwide audience, Facebook offers the ultimate stage to showcase your products and services.

Targeted Precision

But Facebook's significance in the advertising sphere extends far beyond its sheer size. It offers businesses a unique and compelling advantage - the ability to create highly targeted campaigns that reach the right people at the right time. Unlike traditional advertising methods, Facebook allows brands to pinpoint their ideal audience with precision. This means that whether you're promoting an event you’re hosting or showcasing the latest real estate object, Facebook's advertising tools empower you to connect with your niche audience in a way that was once unimaginable. This level of specificity translates to increased engagement, higher conversion rates, and ultimately, a more efficient use of your advertising budget.

Targeted campaigns are advertisements or messages designed to reach and appeal to a particular group of people based on their specific interests, behaviors, or demographics.

Conversion rates are the percentage of people who take a desired action, such as making a purchase or signing up for a newsletter, after interacting with a marketing campaign or website.

An advertising budget is the amount of money a business allocates to spend on advertising and promotional activities to reach its marketing goals.

Advantages and Benefits of Facebook Advertising

Moving forward, let's explore the advantages and benefits that Facebook advertising offers to businesses and marketers.

Diversity of Options

When it comes to advertising, the versatility of Facebook ads is nothing but remarkable. Businesses can choose from a wide range of ad formats, each tailored to suit specific campaign goals and industries. For instance, imagine you're an event organizer looking to showcase upcoming events with vibrant images, inviting descriptions, and direct links to ticket purchases on Facebook. Facebook offers the canvas for immersive video ads that can take viewers inside exciting events, allowing them to explore every detail from the comfort of their screens. Alternatively, luxury real estate agencies can leverage Facebook's carousel ads to create visually appealing showcases of lavish estates, complete with enticing visuals and captivating descriptions.

These are just a couple of examples of how Facebook's diverse ad formats can be harnessed to engage and captivate your audience. Whether you're promoting products, services, or experiences, the flexibility of Facebook advertising ensures there's a perfect format to tell your unique story.

Precision through Audience Segmentation

One of the standout advantages of Facebook advertising is the power it provides for audience segmentation. Facebook's robust targeting tools allow businesses to define their ideal customer personas with precision. Whether you're aiming to reach young professionals interested in urban apartments or event enthusiasts within a specific city, Facebook enables you to refine your audience parameters to a granular level. This level of precision not only increases the relevance of your ads but also ensures that your marketing efforts are reaching those most likely to engage with your offerings.

The ability to create tailored campaigns for distinct audience segments translates into higher return on investment (ROI) and reduced ad spend wastage, making Facebook a preferred choice for businesses looking to optimize their advertising budgets and drive results.

Audience segmentation is the process of categorizing a larger target audience into smaller more defined groups based on certain characteristics.

Return on Investment (ROI) is a measure that evaluates the profitability of an investment by comparing the gain or loss relative to its cost, expressed as a percentage.

Data-Driven Decision-Making

In the world of advertising, data is king, and Facebook recognizes this fundamental truth. What sets Facebook apart is its robust analytics and data-driven approach. By providing detailed insights into ad performance, Facebook empowers advertisers to make informed decisions in real time. These insights go beyond mere click-through rates; they offer a holistic view of campaign effectiveness. Advertisers can track conversions, measure engagement, and even assess the impact of ad placements. With this data in hand, businesses can fine-tune their strategies, optimize their campaigns, and maximize their return on investment. In an era where data rules the advertising landscape, Facebook's analytical prowess is a formidable asset for any marketer.

A data-driven approach involves making decisions and strategies based on the analysis and interpretation of relevant data.

Click-through rate (CTR) is the percentage of people who click on a link or advertisement out of the total number of people who view it.

Ad placements are where ads appear, like websites or social media, chosen to reach the target audience effectively.

Facebook Business Manager Registration: A Step-by-Step Guide

Now that we've explored the benefits of Facebook advertising, it's time to look into the practical aspects of getting started. This begins with understanding and effectively utilizing Facebook Business Manager. FB BM serves as the centralized hub for managing all aspects of your Facebook advertising journey. It streamlines the process of ad creation, audience management, and campaign monitoring. Whether you're a solopreneur, a marketing team within a corporation, or an agency serving multiple clients, FB BM provides the tools and structure needed for efficient management. In the following sections, we'll walk you through recommendations and a step-by-step guide to registering and optimizing your FB BM account, ensuring you're well-equipped to harness the full potential of Facebook advertising.

Campaign monitoring involves tracking and assessing the performance of marketing campaigns in real-time to ensure they are meeting objectives and can be adjusted for optimal results.

Registration Guidelines

Email Providers:
When registering for Facebook Business Manager (FB BM), it's crucial to use international email providers like Gmail, Yahoo, or iCloud. Avoid email addresses associated with specific providers that may raise red flags.

Attention: Make sure that your account isn’t or wasn’t previously linked to local email providers from the following countries: North Korea, China, Iraq, Iran, Cuba, Syria, Sudan and Russian email providers like Yandex, Rambler, Mail and etc.

Phone Number:

Personal Facebook accounts should refrain from using phone numbers linked to providers from the aforementioned countries for verification within FB BM. Using alternative methods for account verification can help maintain separation between your personal and business profiles.

VPN Usage:

Regardless of the location of your VPN end server, Facebook will still track your real location. Thus, in order to decrease the risks, avoid registering your FB BM from countries like North Korea, China, Iran, Cuba, Syria, Sudan and Russia.

Account Age:

Consider using personal Facebook accounts that have been active for an extended period, ideally several years. This can help establish trust and credibility when using FB BM for advertising.

Sharing Access:

When sharing access within FB BM, it's essential to consider the email providers associated with the accounts you grant access to. Ensure that you are comfortable sharing access with accounts from the chosen email providers, as this can affect the overall security and integrity of your FB BM. General recommendation is the same – avoid sharing access to your Business Manager with accounts from the above-mentioned countries.

Character Limitations:

Keep in mind that special characters or symbols, especially non-standard ones, should be avoided in the name of your FB BM. Using standard alphanumeric characters is the best practice. Also avoid using cyrillic symbols, the Arabic script, Korean, Chinese or Japanese characters  in the name of your Business Manager. 

Domain Restrictions:

Be cautious when specifying a domain during FB BM registration. Avoid using domains that have previously been associated with blocked FB BM accounts. Using a clean and uncontroversial domain can help prevent account issues down the line.

Setting Up Your Business Manager Account

Go to Business Manager
  • Start by visiting the Facebook Business Manager page (business.facebook.com) and log in with your personal Facebook account credentials.

Create Your Business Manager Account
  • Once logged in, click on the "Create Account" button in the top right corner.

  • Follow the prompts to enter your business name and primary email address.

  • Click "Next" to continue.

Add Your Business Page
  • To link your business's Facebook Page to FB BM, click "Add Page."

  • Select the appropriate option, either "Claim a Page" if it's already associated with your personal account or "Request Access to a Page" if it's managed by someone else.

  • Follow the on-screen instructions to complete the Page linking process.

Add Ad Accounts
  • Click on "Add Ad Account" in the "Ad Accounts" tab.

  • Choose between claiming an existing ad account or creating a new one.

  • If claiming an existing ad account, enter the ad account ID or request access if it's managed by another party.

Configure Payment Methods
  • Navigate to the "Payment Methods" section within the "Settings" tab.

  • Click on "Add Payment Method" to link your preferred payment method, which will be used for ad spend.

  • Enter the required billing information.

Add People and Assign Roles
  • To grant access to team members or partners, go to the "People" tab.

  • Click "Add People" and enter their email addresses.

  • Assign roles to each person based on their responsibilities within FB BM (e.g., admin, editor, analyst).

Set Up Business Assets
  • In the "Business Assets" tab, you can manage and share assets like Facebook Pages, ad accounts, and product catalogs.

  • Organize your assets by creating asset groups for better management and collaboration.

Review and Confirm
  • Before finalizing your FB BM setup, review all the details, including users, ad accounts, and assigned roles.

  • Confirm that everything is accurate, and then click "Submit."

Verify Your Business

Depending on your location and business type, Facebook may require you to verify your business with additional documentation. Follow the provided instructions to complete this step.

Ensuring Success with Facebook Business Manager

In this section, we'll dive into the key strategies and best practices that will not only safeguard your FB BM account but also optimize its performance. These insights will help you harness the full potential of Facebook advertising while maintaining the integrity and security of your account. Let's explore how to navigate FB BM in more detail.

Verifying Your Business for Added Security

Once you've set up your Business Manager account and are ready to start your advertising campaigns, consider taking an extra step to enhance the security and credibility of your business. Facebook may require business verification, which involves providing additional documentation to confirm the legitimacy of your enterprise. Verification is often prompted based on your location and business type. Depending on the type of assets you are planning to use, verification might be a compulsory step to take. For instance, if WhatsApp Business is being used, then verification is required no matter the location or the type of business you’re running. Moreover, verification can be required in case your FB BM gets suspended for any reason.

Securing Your FB BM Account

Security is paramount when it comes to managing your Facebook Business Manager account. Safeguarding your account not only protects your valuable advertising assets but also ensures the confidentiality of your business data. Here are essential steps to secure your FB BM account:

Enable Two-Factor Authentication (2FA)
  • Start by activating 2FA for your FB BM account. This adds an extra layer of protection by requiring you to enter a one-time code sent to your mobile device or email whenever you log in.

  • To set up 2FA, go to "Business Settings" > "Security Center" > "Two-Factor Authentication" and follow the prompts.

Regularly Update Passwords
  • Ensure that your FB BM account password is strong and unique. It's advisable to use a combination of upper and lower-case letters, numbers, and special characters.

  • Change your password periodically to reduce the risk of unauthorized access.

Manage Permissions
  • Regularly review and update user roles and permissions within your FB BM account. Assign roles based on job responsibilities to limit access to sensitive information.

  • Remove individuals who no longer require access to your account.

Monitor for Suspicious Activity
  • Stay vigilant for any unusual account activity. If you notice unfamiliar logins, changes to account settings, or unexpected ad campaigns, take immediate action.

  • Facebook provides tools for tracking login history and recent activity in the "Security Center."

Educate Your Team
  • If you're working with a team or agency, ensure that all members are aware of best security practices. Encourage them to use strong passwords and follow security protocols.

  • Regular training and awareness programs can significantly reduce the risk of security breaches.

Streamlining Collaboration within FB BM

Effective collaboration within FB BM is essential for harnessing its full potential. Whether you're working as a part of a marketing team, coordinating efforts with partners, or managing multiple clients as an agency, optimizing collaboration can significantly impact the efficiency of your advertising endeavors. Let’s take it one step further and break down all the important steps businesses can take in order to organize teamwork within Business Manager.  

Adding Team Members
  • FB BM allows you to invite team members to your account. This feature is especially beneficial for businesses with multiple individuals working on advertising campaigns.

  • Click on "Add People" within FB BM, and enter the email addresses of team members. Assign specific roles to grant appropriate permissions.

Role Assignment
  • Assign roles based on job responsibilities to ensure that team members have the right level of access. FB BM offers various roles, including admin, editor, analyst, and advertiser.

  • Admins have full control over the account, while editors can manage ads but not account settings, and analysts focus on viewing insights.

Effective Communication
  • Establish clear communication channels within your team or with clients. Ensure that everyone understands their roles and responsibilities.

  • Regular meetings or check-ins can help keep everyone on the same page, fostering collaboration and transparency.

Asset Organization
  • Utilize asset groups within FB BM to categorize and manage different aspects of your advertising. You can create groups for specific clients, campaigns, or product lines.

  • Organized assets simplify navigation and ensure that the right team members have access to the relevant resources.

Streamlined Workflow
  • Implement streamlined workflows and processes to optimize the management of campaigns, creative assets, and reporting.

  • Utilize tools and features within FB BM, such as the built-in creative hub and reporting dashboards, to enhance efficiency.

By following these steps, you can create a collaborative environment within FB BM that promotes effective teamwork, enhances productivity, and ultimately leads to better advertising outcomes.

Mastering Payment Methods

The smooth operation of your Facebook advertising campaigns is closely tied to your payment methods within FB BM. Understanding the complexity of adding and managing payment methods can make a significant difference in maintaining consistency and avoiding disruptions in your ad campaigns. In this part of the article we’ll take you through the basics and the best practices of managing payment methods and bank cards.

Adding Payment Methods
  • Begin by navigating to the "Payment Methods" section within FB BM. Here, you can link your preferred payment method, which will be used for ad spend.

  • Click on "Add Payment Method" and follow the prompts to enter the required billing information. You can choose to add a credit card, debit card, or other accepted payment options.

Ensuring Sufficient Balance
  • Before launching your ad campaigns, it's essential to verify that your linked payment method has a sufficient balance. Insufficient funds can result in ad interruptions and negatively impact campaign performance.

  • Ideally, maintain at least half of your planned ad budget on the linked payment method to ensure smooth campaign operation.

Consistency is Key
  • Changing your payment method during an active campaign can lead to issues and disrupt your advertising efforts. To maintain campaign consistency, avoid replacing your payment method while campaigns are running.

  • An ideal practice is to obtain a dedicated bank card for advertising purposes and preload it with the entire campaign budget before launching. This proactive approach minimizes disruptions and ensures a smooth flow of funds. We will talk about it in more detail next.

Bank Card Best Practices
  • Dedicated Card: To maintain the utmost control and security over your ad spend, consider obtaining a dedicated bank card exclusively for your FB BM advertising budget. This card should not be linked to any other online services or subscriptions, ensuring that your ad spend is isolated from other financial transactions.

  • Budget Allocation: Before launching any ad campaigns, preload the dedicated bank card with funds equivalent to your entire planned advertising budget. This way you’ll minimize the risk of ad interruptions due to insufficient funds and ensure your campaigns run smoothly without disruptions.

  • Set Alerts: Many banks and financial institutions offer notification or alert features. Enable these alerts for your dedicated bank card to receive real-time updates on transactions and balance changes. This ensures that you are promptly informed of any unusual or unauthorized activity related to your advertising budget.

  • Auto-Replenish: Some banks allow you to set up automatic fund replenishment for your dedicated card. By configuring auto-replenishment to occur when your balance drops below a certain threshold, you can ensure a continuous flow of funds for your ad campaigns without manual intervention.

  • Monitor Regularly: Regularly review your dedicated bank card's transaction history and balance within your bank's online or mobile banking platform. This monitoring practice helps you stay informed about your ad spend and quickly detect any discrepancies or issues that may arise.

  • Emergency Backup: While having a dedicated card is ideal, it's also prudent to have an emergency backup payment method, such as a secondary credit card, on hand. In case of unforeseen circumstances or issues with your primary payment method, the backup card can ensure that your campaigns continue running without interruptions.

By adhering to these steps, you'll navigate the financial aspects of your Facebook advertising campaigns effectively. Mastering payment methods in FB BM ensures that your campaigns run seamlessly, maintaining a consistent online presence and maximizing your return on investment (ROI).

Conclusion and Next Steps

As we reach the final section of this comprehensive guide to Facebook advertising, it's time to wrap up all the things mentioned before and encourage you to take action. Throughout this article, we've dived deep into the world of Facebook advertising, exploring its benefits, setup processes, security measures, and optimization strategies. Now, it's time to reflect on what you've learned and how you can leverage this knowledge to supercharge your advertising efforts.

In this section, we'll summarize the key takeaways from each segment of our guide and offer actionable insights to kickstart or enhance your Facebook advertising campaigns. We'll provide valuable tips and recommendations to help you make the most of Facebook advertising. Let's discover how to turn your newfound expertise into successful Facebook ad campaigns.

Your Path to Facebook Advertising Success

Throughout this comprehensive guide to Facebook advertising, we've explored the multitude of benefits that this platform offers to businesses and marketers. From its unparalleled reach and precise audience targeting to robust analytics and optimization tools, Facebook ads have emerged as a game-changer in the digital advertising landscape. Additionally, we've navigated the critical steps of registering and managing a FB BM account, ensuring you have the tools at your disposal to make the most of this powerful platform.

As you've discovered, Facebook advertising empowers both seasoned marketers and newcomers to connect with their target audiences, drive engagement, and achieve remarkable results. It's a dynamic and ever-evolving space where creativity meets data-driven decision-making, enabling you to fine-tune your campaigns and maximize your return on investment.

Now, armed with knowledge and insights from this guide, it's time to take action. Whether you're looking to boost brand awareness, drive website traffic, or increase conversions, Facebook advertising holds immense potential for success. Embrace the opportunity, experiment, and iterate to find the strategies that work best for your unique goals and audience.

In the world of Facebook advertising, your journey has just begun. Seize this opportunity, stay informed about industry trends, and adapt your strategies to evolving consumer behaviors. Remember, success on this platform is not a destination but a continuous journey of discovery and optimization. Best of luck in your Facebook advertising endeavors, and may your campaigns yield exceptional results.