5 minute read

Are you familiar with the Facebook Business Manager? Do you want to keep your Facebook accounts more secure?

Whether you oversee one or many Facebook pages, Facebook Business Manager puts everything you need in one central place.

In this article you’ll discover how to use Business Manager to securely manage pages, admins, ad accounts and more.

Why Use Facebook Business Manager?

The best reason to use Business Manager is to keep you focused on your work.

When you log in to Business Manager, you’re taken directly to your business assets on Facebook. From there, you can access your pages, Ads Manager, Power Editor and other business–related assets without seeing your personal news feed or notifications.

If you’re using Facebook for marketing purposes (let’s face it, who isn’t!?) or you’re in charge of managing multiple Facebook Pages or Ad Accounts for your office/agents, Facebook Business Manager will be your new best friend.

But what is it, exactly?

Facebook Business Manager: Setup Basics

If the thought of setting up ads on Facebook makes you break into a cold sweat, let’s take it step-by-step.

Getting started first requires some basic set up before ever pushing that first ad live.

Create a Facebook Business Manager Account

“But I already have a Facebook page.”

It doesn’t matter. Think of Facebook Business Manager as the centralised hub for managing everything related to your business activity on Facebook. This means ads, Pages, co-worker admin permissions, etc. are all handled through this hub.

  1. Visit the Facebook Business Manager portal and choose Create Account to get started.
  2. You will then fill out information as it pertains to your business, such as the business name and your email.
  3. If you already have a Facebook Page created, you’ll then add it to your Business Manager account. You can also choose to create a new one.

Link: https://business.facebook.com/

Connect your Facebook Ad Account

Once Pages are set up, you’ll next want to connect your ad accounts. If you already have one created, you can choose to add it during this step.

If you have yet to create an ad account, you’ll be given the option to create one. Note that you cannot host more than five ad accounts within your Business Manager.

Manage your Admins

If you’re going at this digital marketing strategy of yours solo, there may not be a need to connect anyone other than yourself to your Business Manager account. Should you have marketing managers, interns, an agency, or any other sort of extra help, however, you’ll be able to assign them to your Facebook Business Manager with access based on relevant roles.

Plug in the emails for each person being added and choose the type of admin status you’d like to assign them with. Facebook provides a full breakdown of what each role can and cannot do as an affiliate of your account.

Install the Facebook Pixel

The Facebook pixel can be easily overlooked by most real estate agents. It is essentially a small piece of code from Facebook that lives on your website. It uses cookies to track visitors and allows you to better follow conversions from the platform, optimise ads, and generate highly targeted audiences for remarketing.

You’ll be able to setup the Facebook pixel within Facebook Business Manager. Once created, the piece of code will need to be incorporated into your website’s code in order to start collecting relevant data. You can create up to 10 Facebook pixels within your Facebook Business Manager account for use across multiple websites and webpages.

Creating Your First Real Estate Facebook Ad Campaign

Once the foundation of your Facebook Business Manager has been established, you can begin to put it to use for managing your real estate ads on Facebook. Choose the option to Create an Ad and you’ll be presented with a walkthrough of campaign categories to consider.

Related: [Video] How To Create Facebook Ads: A Step-By-Step Guide For Real Estate Agents

Choose Your Objective

Facebook conveniently breaks down their available objectives by Awareness, Consideration, and Conversion. Depending on which stage you’d like to focus on in engaging with your target audiences, there’s a relevant option to focus on and spend your ad money.

For example, if you’re trying to get your message in front of as many people as possible for an upcoming open house, you might choose Reach as the objective. On the other hand, if you’re more interested in driving clicks to a new listing, you might opt for Traffic. Your ultimate end goal in creating the ad should drive which objective you choose.

Narrow the Audience

An ad is only as good as the relevance of the audience it’s targeted to. This is where Facebook’s powerful audience targeting comes into play. If you’re looking to connect with home buyers and/or sellers, there are a handful of targeting options to remain cognizant of.

Geographic Location

Location will undoubtedly be important in narrowing down the most relevant audiences of interest to your real estate business. If you’ve yet to create a custom audience based on acquired contacts in your area, set up your targeting around specific postcodes and suburbs you’d like your ad to be seen. You can even choose from a variety of demographic filters.

Budget

Before jumping off the deep end with your ads budget, start small and increase as you go. Facebook will certainly suggest a budget amount but play around with whatever feels comfortable to your wallet. Consider starting out with a set daily budget around a specific start and end date in order to ensure you aren’t surprised once the final bill rolls in.

Test, Optimise, and Repeat

The only way you’ll be able to firmly grasp what works and what doesn’t with your Facebook ads is to run tests. Experiment based on assumptions and work from there.

For example, if your cost per result was really high for one audience over another, consider positioning the creative you had used for the poor performer in front of the high performing audience. If the ad still performs poorly, you may need to evaluate the quality of the content itself.

Final Thoughts

As with the creation of campaigns across your other real estate digital marketing channels, coming at Facebook from a strategic approach is not only a good idea—it’s vital for success.

The more you familiarise yourself with the inner workings of Facebook Business Manager, the more likely you are to become comfortable with what spending money on the platform actually means. And more importantly, the results that doing so can yield.

Further synchronise your digital marketing efforts in a way that makes sense for your real estate business. Learn more about our Agent Marketing Cloud platform today!

Author: Josh Cobb

Phone Number: 0427 184 183

Email Address: josh@stepps.com.au

Stepps was founded by Josh Cobb in 2014. Josh has advised more than 100 brands since starting the company and hundreds of agents who have attended his workshops. He is the host of the popular Real Estate Pros podcast, oversees digital strategy for top performing real estate agents and teams, and travels the globe with several international speaking engagements each year.

Recently, Josh was named as a finalist in the 2017 REB Awards for Industry Thought Leader of The Year and the winner of  Brisbane Young Entrepreneur of The Year 2017 – Marketing, PR & Events.

In addition to web development and digital strategy consulting, the company also runs Stepps Media, a fast-growing education company that produces an iTunes top-ranked podcasttraining events, email and webinars.