How to Delegate Facebook Advertising
If you're going to allow someone else to manage your Facebook Advertising Campaigns on your behalf, you need to have payment arrangements in place for Facebook, and you need to add that individual to your Ads Manager account so that they can create ads for you and allow the billing to go to you.
Here's how to do it:
- Log into Facebook
- On the Home screen, look for "Ads Manager" in the left menu and click it. Or, alternatively, go to https://www.facebook.com/ads/manage
- In the Ads Manager left menu, click on Settings.
- Re-enter your Facebook password (for security)
- Review the Account Information section and make changes as needed.
- Scroll down to the "Ad Account Roles" section and click on the Add User button to the right.
- Enter the name or email address of the person you wish to add, and choose whether to make them a General User or Reports Only. If they're going to be managing your account, they'll need to be General User.
- Click on Submit.
- You may also need to assign that individual as a Manager of your Facebook Page overall.
- Scroll down to review Email Notifications and other settings. If you will be placing a high number of ads, for instance, you may want to turn off email notifications for every new ad that's created.
- In the Ads Manager left menu, click on Billing.
- In the Ads Manager left menu, under Billing, click on Payment Methods.
- In the upper right corner, click on Add Payment Method.
- Select the payment method you wish to use and provide details as needed. You can set up a credit card, PayPal account, or use a Facebook Ads Coupon.
If you're just getting started with Facebook Advertising for the first time, Facebook will impose budgetary limitations on your account initially. One reason is to simply ensure that you don't accidentally advertise too much and cost yourself too much money. As you do more and more advertising, Facebook will gradually increase your daily budget so that, eventually, you'll be able to schedule whatever advertising you wish.
Discuss with your ad manager how much you want to spend per month and/or per day. He or she will then be able to set up your campaigns and ad groups with corresponding budgets.
For instance, if your budget is $1000 per month in Facebook advertising, your ad manager knows that he or she can spend about $30 a day. Since all Facebook ads are either on a daily budget or a lifetime budget, it's important to make these decisions ahead of time.
Once you get started, you will be able to go to your Ads Manager section at any time and see how much you've spent, and the responses you've gotten in exchange for that investment.
Do keep in mind that there are different kinds of ads, and what you are paying for will depend on the ad type. For instance, if you (or your Ad Manager) decide to take a status update you've shared to your Facebook Page and promote it to other Facebook users, that's a Page Post Engagement ad, and you will be charged each time someone takes an action on that post, whether it's a Like, Comment, Share or Click. Or, alternatively, you can create an ad that specifically sends people to your website, called a Website Clicks ad, in which case all you would be paying for are clicks.
The charge per click will vary depending on your Page, content, audience and competition, but will likely range from $0.25 - $2.00 per click (or engagement). Your Ad Manager will be keeping an eye on the CPC (Cost Per Click) and making appropriate adjustments to minimize CPC and increase each ad's conversion rate (the number of actions compared to the number of impressions).
Finally, keep in mind that the best Facebook Ad campaigns take advantage of Facebook impressions to use the ad space to reach thousands and thousands of Facebook users with each ad, increasing brand awareness. Which means that while you may be paying for actions, you're also getting your name and message in front of many more people.
If you're looking for help with your Facebook advertising and want to make sure that your ad buy is as effective as possible, schedule a consulting session with me right away.
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By Mike Allton, Content Marketing Practitioner
Mike is a Content Marketing Practitioner - a title he invented to represent his holistic approach to content marketing that leverages blogging, social media, email marketing and SEO to drive traffic, generate leads, and convert those leads into sales. He is an award-winning Blogger, Speaker, and Author at The Social Media Hat, and Brand Evangelist at Agorapulse (formerly CMO at SiteSell).
As Brand Evangelist, Mike works directly with other social media educators, influencers, agencies and brands to explore and develop profitable relationships with Agorapulse.Follow @Mike_Allton