If you are a Consultant or an Agency and work with Facebook Ads, you have already asked yourself the question: how to configure Facebook Ads to manage my clients’ campaigns? How does the client settle the advertising budget? Should he have an advertising account? How to take control of your Facebook page? How to manage several customers without getting lost? In this article, I will try to bring you the answers and advice on best practices to use!

 

How to bill the advertising budget and costs?

It exists
several ways to set your Facebook Ads campaign management fees:
fixed costs, commission on results, percentage of advertising budget, etc.

Training & Co'm

Most
common being to invoice in fixed costs, we will take this example in the
continuation of this article. Whichever way you charge, the principles
remain the same.

So
Generally, there are 2 ways to bill your client:

Method 1: Combine the advertising budget and your
management fees

In
working this way, the customer pays you the fixed costs directly +
a variable amount corresponding to advertising expenses.

Each month
in addition to your costs, it transfers an advertising budget to your account
corporate banking. You’ll then spend it on campaigns
customer advertising.

The customer
does not need an advertising account or any other configuration: you manage
all the steps for him.

However,
this way of doing things has some risks and disadvantages:

  • The risk of having its means of payment or advertising accounts banned by Facebook, which would penalize all of your customers;
  • A more complex management of budgets and advertising accounts, as soon as you exceed a certain number of customers;
  • Variable and unclear billing from month to month;
  • Or the fact that your client does not have access to their own data!

Method 2: Separate your costs from the advertising budget

In
operating this way, the customer only pays you a
management. The advertising budget spent is debited separately, ideally via
the customer’s bank card
.

In this way,
the advertising budget is debited from the customer’s bank card, depending
expenses incurred. Billing is clear, it will be easy for you
organize by separating the advertising accounts of each of your customers, and
these customers have direct access to their data.

For that,
your customer will have to create his business account, and record his mode of
payment.

good
Practice # 1:
Separate your
costs and debit the customer directly from the advertising budget.

How to configure my account to manage campaigns
of my clients?

until
2014, working with a client was a bit complex, and completely
disorganized. Share “personal” advertising accounts
was not very suitable, and organizing itself as an Agency became
quickly complicated.

It is
Why Facebook created the Business Manager: A unique space in
which you can manage several advertising accounts clearly and
organized, separating your clients’ accounts and campaigns.

Because for
manage your clients’ advertising campaigns, two things are
required :

  • Advertiser access to the client’s Facebook page;
  • Access to the client’s advertising account, including the means of payment.

NB: To
note that we could add access to the Instagram account, whose procedures
are the same as that required to manage a page.

Business
manager allows you to easily take charge of accounts
advertising and pages of your customers, which they will have in particular
attached their means of payment.

If you have never created a business account, go to business.facebook.com. It is necessary to be connected to your personal account to perform the manipulation.

Click
then on “Create an Account”, and follow the steps: there
is, your account is created!

You are now entering your Business Manager account. Note that by clicking on the name of your business account at the top right (left of the notification bell), a drop-down list allows you to navigate between your business accounts and your personal account.

I then invite you to link your Facebook pages by clicking on “Add a Page”, or by going to the menu at the top left, “Company settings”, and by clicking on “Accounts> Pages” in the menu left side.

Then create your first advertising account: for this, in the same left side menu, click on “Accounts> Pub accounts. Then click on “Add” to create your advertising account.

Once this account is created, I invite you to immediately fill in your legal information by clicking on the menu in the top left, then “Settings”.

Tip: I advise you to link a bank card as a means of payment. Also note that it is good practice to create 2 other advertising accounts without attaching payment methods. These accounts will be used to share the advertising campaigns and Pixel data of your main account, so as to have a Backup if this main account were to be deleted by Facebook.

Can you only create one advertising account?

This is normal: in most countries, Facebook limits
new Business accounts with a single advertising account. To create
others (which I recommend), you will have to spend your first euro on
advertising, and make the payment to Facebook.

To do this, launch a first advertising campaign from
business manager: take the opportunity to get some likes
on your page.

Once the campaign is over, Facebook can take several days to withdraw the first payment from you: this payment is necessary to “upgrade” your business manager.

To speed up the process, go to Company settings, then in “Accounts> Pub accounts”, select your advertising account and click on “Show payment methods”.
From here, you can select “Pay Now”, which will immediately upgrade your business account.

Finally, in the “Company settings” menu, which you should get to know, go to “Company information” to change the “profile” proto of your business account! This is the first thing your customers will see during a take-over request: be pro!

That’s it, your business account is ready!

Good Practice N ° 2: Use the business manager business.facebook.com

How to take control of my client’s advertising account and page?

Your account
business is ready, you can now take over accounts and pages
of your customers. For this, your client will have to create a business account
manager, repeating the two small manipulations you just did.

Tip: For my ATHL Media customers, I have created a small instruction page in which I explain very simply the prerequisites through a few videos.

Once
their business loan account, the advertising account created and the means of
payment attached, you have the choice between:

  • Ask the client to assign you as a partner;
  • Ask the customer to send you the advertising account ID to send your support request.

Method 1: Assign a partner to a Page or Advertising Account

Assigning a partner to a page or an advertising account is very simple.

To do this, ask your client to go to “Company settings”, then in the left side menu, click on “Accounts> Pages”. Select the page concerned, and click on “Assign a partner”. Finally, ask him to enter your Business Manager ID (available in the left side menu, “Company information”).

Repeat the same operation to gain access to the account
advertising.

Method 2: Request access to a Page or Advertising Account

If your customer sent you the advertising account ID
newly created, or the address of the Facebook Page to take over, you
can make a request for handling.

To take control of a page, still in “Company settings”, go to “Accounts> Pages”, then click Add again.

This time, select “Request access to a page”. First of all, you will be asked to choose your main page, to represent you. This is why, in the previous steps, I asked you to create or link a page.

Click on next, and enter the Name or URL of the page to
take in charge.

The handling is almost the same in the case of the advertising account: go to “Accounts> Pub Accounts. », Then click on add. Select Request for access to the advertising account, and enter the account identifier sent by your client.

Finally, ask your client to go to “Company settings> Requests” to accept your getting started requests.

Good Practice N ° 3: Ask your customers to create a Business account, and share access to Pages and Advertising Accounts.

About the Pixel

If you manage the advertising accounts of your customers, you have probably noticed that we have not yet talked about Pixel!

What do we do with the Facebook Pixel? Do we create a new Pixel per customer? Do we recover the customer’s Pixel?

Between us, I think there is no right answer: but my good practice is to ask the customer to create the Pixel, then share it with me. To eliminate friction, I explain how to do it through a short video.

I consider it important and ethical that the customer has access to their data: the pixel installed on their site, and in their conversion tunnels must, in my opinion, belong to them.

Then, “share” the pixel between several
accounts reduce the risk: if your business account disappears,
the precious data collected by your customer’s Pixel does not
would not disappear with your account.

But of course, nothing prevents you from creating the Pixel for your client yourself (as long as your advertising account does not limit your maximum number of Pixels).

Right now, there is no way to make a
request to get started with the Pixel. To share the Pixel, there is only one
only way: ask your Client to add you as a partner.

Like Pages and Pub Accounts, ask your customer to go to “Company Settings” and then click “Data Sources> Pixels”. Then select the Pixel in question, then “Assign a Partner”. Finally, choose the role “Pixel Editor”, and ask your client to enter the ID of your Business Manager!

That’s it, you can access the Pixel!

Conclusion

As an Agency or Facebook Ads Consultant, it is not
obvious to define good practices.

There are many ways to work, and in this article I wanted to introduce you to the practices that:

  • Limit the risks;
  • Make your organization easier;
  • Are the most ethical.

So it’s a question of asking your customers to create an account
Business, attach a payment method to it, and share your access.

Of course, and I have had experience with this, these simple manipulations can seem complex for technophobic customers. This is why it is important to reduce friction as much as possible, using explanatory videos or virtual / telephone assistance.

I hope this article will allow you to see more clearly!

If you have any questions or best practices to share, please feel free to use the comments space below.