Facebook Business Manager is Facebook’s primary tool for marketing management. When you run ads that require specific conversion or audience targeting, business manager provides you with the tools to control your advertisings more complex components. Facebook Business Manager Accounts are a collection of services that includes Users, Accounts, Data Sources, Brand Safety, Registrations, and Integrations. The purpose of this guide is to provide the steps for setting up your Facebook Business Manager initially. For more information about specific usage of the platform, please check if your problem is directly covered in our index!

1. Log In To Facebook Business Manager

The Facebook Business Manager interface can be found at this URL: business.facebook.com. You will need to use your Personal Facebook Email Address to Register your Facebook Business Manager account. From the above page click create account to enter the Business Manager Create Account Wizard. This will walk you through the basic setup steps including first Business Account Setup. Once you complete the wizard, it will take you to the Facebook Business Manager Account Overview.

2. Using Facebook Business Manager Tools

Now that your account is setup, we will go over some of the most important functions of Facebook Business Manager

A. Facebook Page Management

Facebook Business Manager makes managing your business or client’s Facebook pages a breeze. From the Facebook Business Manager Account Overview click Accounts, then click Pages. There are several different ways to Add new or existing Pages to your Business Manager Account.

Option 1: Add A Page to Business Manager

If you are a single location business, or are setting up Business Manager for yourself, you will want to add your existing Facebook page to Google Business Manager by clicking the Add a Page menu option. This will send a request to the page you are asking to manager. Login from the Non Business Manager and confirm this request through your front end Facebook Page management platform. You can learn more about that process here. Once that request is confirmed, you will have access to that Page on Facebook Business Manager.

Option 2: Request Access to a Page in Business Manager

If you are an Agency, or have more then one Facebook page, you will want to send a access request to the page owner. This will grant your agency permissions to the page without taking over ownership of the Facebook Page. This is important in case the business owner and your agency part ways, since they will want to retain ownership of their Facebook page separate from your Agencies business manager account!

Option 3: Create a New Facebook Page

Choosing this option will guide you through the new page setup process in Facebook Business Manager. This process has several secondary steps.

1. Add A New Facebook Page: Local Business or Place

This option requires the most work. After choosing the Local Business or Place option, it will open the New Local Business Page Wizard. Once you have entered all the pertinent information, press Create Page to complete the setup process.

2. Add A New Facebook Page: All Other Types

When adding any other page, you will simply choose the Page Name, and the Page Category. Each category dropdown is different depending on which initial Page Type you chose. Once you have named the page and chosen the category, press the Create Page button to complete setup!

B. Facebook Ad Account Management

One of the most complex portions of Facebook’s advertising back end, Facebook Ad Accounts control several aspects of the Facebook advertising platform. Ad Accounts are linked to Pages, Pixels, and Billing, along with other ad type specific components. You will use this interface whenever you need to add/remove new users, change ads, or change billing information, so a good understanding of how to manage Facebook Ad Accounts is vital! Facebook Ad Accounts are accessed under the Main menu tab for Accounts. To add a new Ad Account click the blue + Add button.

Option 1: Add an Ad Account (For Existing Accounts Outside Business Manager)

Please Note: Once an Ad Account has been added to Business Manager, you cannot remove it, so make sure you want to complete the merger.

Adding an Ad Account to business manager allows multiple parties to manage the advertising campaign, rather then using the Facebook Page advertising interface. Ad accounts can only be added to Business Manager one time, and they should be owned by the business owner. Agencies that need access to Ad accounts should use the second Add Account option.

Option 2: Request Access to an Ad Account.

If you are not a business owner, and you need administrative access to their add account, you will Request Access to their account. All you need to request access to their Ad Account is the Ad Account Number. This is the blue number that appears directly below the Ad Account Name on the Ad Account Overview.

This will submit the Ad Account Request to the Business Manager Ad Account Owner, and they can grant your access from either the Desktop version of Business Manager, or the Business Manager App for mobile. It will typically popup under their notifications, and if not can be accessed from Page Roles on the Facebook Page itself.

Option 3: Create New Ad Account

The last option is creating a new ad account. This is for businesses new to Facebook advertising, as well as users who have been using the Facebook Page advertising platform instead of the Business manager ad account. You will setup the account name, time zone, currency, and payment method. You can setup the payment method later from the drop down at another time if you do not have the credit card present. Once you press Save this will take you to the new ad account!

Final Note: User Authorization

Once you have created the Ad Account, you need to make sure and assign users to that add account. This is done by clicking the Add Users button in the center of the page. This will give your users access to this ad account for creating ads, audiences, and billing.

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One of the more challenging aspects of facebook advertising setup is properly using the Facebook Pixel. We often have clients onboard that have no pixel, a misconfigured pixel, or several redundant pixels. Even once installed, the Facebook Pixel needs conversion tracking setup within event manager! Here are the basic steps to installing the Facebook Pixel on your website!

1. Log In To Facebook Business Manager

The first step to setting up Facebook Pixels is logging into Facebook Business Manager. You will need a Personal Business Manager account in order to setup a new Business Manager Account.

The Facebook Business Manager homepage looks like the above image with a grey Log In button, and a blue Create Account button. Clicking Create Account will take you through the Business Manager Account Setup process. You can learn how to complete that process here.

Clicking on the Log In button will take you to the login page. You use your Personal Facebook Account Email to log onto the Business Management Platform. Once you have logged in you will be taken to the Business Settings Overview Page.

3. Navigate from Business Settings to Data Sources

Currently (February 2020) Data Sources is the third tab from the top item on the Business Settings menu. Once you have located Data Sources, choose pixels to bring up the Facebook Pixels Sub Tab.

4. On the Pixels Sub Tab, Click the Blue Pixel + Button

Once you have clicked pixels, it will take you to the Facebook Business Manager Pixels Overview Page. This page will show all the pixels for which you have management access. Click the blue + Add button to create a new Facebook pixel! This will bring up the Facebook Pixel Setup Wizard.

Pixel Setup Wizard

A. Track Website Conversions Using Pixel Setup And Naming Pixel

Enter The Pixel Name, as well as (optional) your website URL. Entering your site url will help Facebook identify your website CMS and they try and cater learning materials.

B. Pixel Installation Code Snippet Setup Options

Option One: Add Code Using a Partner Integration

Facebook has over 50 partner integrations including the most popular website CMS systems like WordPress, Shopify, and Squarespace. Once you choose your Website CMS provider, another setup box will popup with the specific setup steps for your website. An example of this portion of the wizard is below. This is the WordPress Pixel Setup Wizard.

Option Two: Manually Add Pixel Code To Website

Following their Facebook setup guide, you manually install the base pixel code, and further events codes for the Facebook pixel. This process can only be completed if you are comfortable inserting code directly on your website!

A. Install Base Pixel Code in Asynchronous Header Section of the Website

First log in to your website. Then enter the header section of your website. How you complete this action depends on your site CMS, and feel free to consult with an expert first. Place the code snippet Facebook generates in the the header section of your website, close to the body tags.

Second, make sure you turn on advanced matching (helps get more consistent user data between Facebook and your website.

B. Test The Facebook Pixel Installation With The Pixel Test Tool (seen above)

Once you have confirmed the Facebook Pixel using the Manual Pixel Installation test, you will have completed pixel setup!

Option Three: Email Instructions to a Developer

This option brings up a window for sending the base code snippet, as well as advanced instructions for a website developer. Handy to send to your web team if you need help with Pixel Installation.

Once you have completed the above steps, and you successfully test the pixel in the wizard, you will have professionally setup the Facebook Pixel from Business Manager! The next steps in the process are setting up custom audiences and Pixel conversion events!

The post Professionally Set up The Facebook Pixel: Installation appeared first on Giant Donut Marketing.

One of the most common problems a digital marketing agency faces is incorrectly setup Google Analytics Accounts. As the software platform has aged, the menu and management structures have become extremely complex, making proper setup more vital to site performance. Improper setup can lead to traffic losses, missing keyword reporting, and other negative ranking characteristics. Below are the steps our agency uses for setting up Google Analytics properly.

Step 1.

The first step when setting up Google Analytics is Business Account Creation. You can access this setup/login screen from the link google.com/analytics. As of October of 2019, this is the latest screenshot of Google’s site’s interface:

Step 2.

Once you are logged in, depending on your property permissions (you either have access to one property, or multiple properties) you will then see the Google Analytics Overview Page.

If you do not have any existing properties, you will be taken to the website Property Setup Page within the Google Analytics Admin Menu. This menu system is designed with experienced users in mind, so it can be difficult to navigate without some Google Analytics platform knowledge.

The basic Structure breaks down into three components: The Account Level Access, The Property Level Access, and the actual Website Data Access.

Account Level Access

The first column on the left list is the Account Level Access Menu. These options relate to users that have access to but don’t own your business’s Google Analytics Account. Similar to domain names, this information is vital to the long term success of your business, and you need to verify your ownership of the Account level property.

Property Level Access

The rest of this guide will explain how to use the Property Level Access Tools within Google Analytics, but for this section we will summarize. This column in the middle of the above is where you configure your specific Google Analytics Properties. This can be one website (if your a local small business and have 1 website) or several (100’s of properties if you are a full scale agency) and helps to keep coherent track of all the tracking scripts and Google Product Linking information.

Website Data Access

More of the advanced user features are included in the website data access filters. You can create data experiments, view certain types of users, manage your audience lists, and other complex features that require more controls of the specific Google Analytics Property. This is also where you enable more enhanced Google features such as E-Commerce tracking, Search Reporting, and Google Analytics Goals.

Step 3.

Property Settings

Initially, when you first open the Google Analytics Account (or property) the software defaults to the Property Settings Page. This page is where you name the property, setup the correct URL Expression, and Connect Google Analytics to Google Search Console.

When you press ‘save’ for the information, that then processes the new property, and forwards you to the Tracking Info Tracking Code Installation page.

At this point in the software setup, you will need to copy this tracking code into the Asynchronous Header section of your website. If you are unfamiliar with your websites internal functions, make sure and email this information to your developer for properties installation.

Tracking Code Testing

After the script is installed on your website, we need to test the connection to Google Analytics. The testing tool is conveniently located on the Tracking Code Installation Page. After clicking the Send Test Traffic Button and refreshing the page, you will see the verification of your visit to the website. Alternatively, you can visit the website in another browser, then visit the Realtime tab on your analytics account. In this section, you will see yourself on the report, with your related user information.

Key Performance Tweaks

Once you have verified the traffic from your website is reporting properly to Google Analytics, there are a few features you want to enable within the Google Analytics interface.

     1. Demographics and Interests Reports

From the Google Analytics Overview (or using the navigation menu on the left-most portion of the screen) navigate to the Audience Overview Page by clicking the Audience Heading. Under the Audience Heading, navigate to Demographics. This will pull up the below screen, that needs some extra permissions to track the information about your site’s users. Once enabled, this report gives you more insights into your user’s age groups, geographical locations, and other user related metrics.

       2. Enable Organic Keyword Reporting

Vital to any internet marketing strategy, properly linking Google Analytics to Google Search console enables the processing of your organic ranking keywords through both properties. This allows you to check your search queries rankings, impressions, landing pages, and other organically related traffic metrics. You can learn more about this process in our article about linking Google Analytics and Google Search Console.

       3. Enhanced Conversion Reporting

The largest focus of our agency for the past several years, conversion tracking allows you to use your own metrics within the Google Analytics system. These conversions flow throughout all of Google’s properties, allowing more efficient lead tracking across their advertising platforms. If you are planning on using Google Ads, or tracking audiences, you will benefit greatly from Conversion Tracking reporting.

        4. E-Commerce Tracking Setup

Applicable only to E-Commerce stores, E-Commerce Tracking enables Google’s Revenue Reporting and is one of the requirements for Google Ads to function properly. After updating the tracking code on your website (this step is explained on our guide for E-Commerce Tracking Code Setup) you then label your e-commerce conversion funnel process, and this flows your sales data into the E-Commerce reporting section of Google Analytics.

Step. 4

Troubleshooting

If any of the above steps doesn’t work for your specific needs, or you are unable to get certain functions working, Google offers help support via live chat, email, or phone service. These services are accessed by clicking the Question Mark in the upper right corner of the screen. Problems can often include traffic not reporting, malformed or incorrectly installed tracking codes, and disconnected Google Properties.

Thats It!

This concludes our Google Analytics setup article! If you have other questions or would like some help with your Google Products, please reach out to the Donut Team!

The post How To Professionally Setup Google Analytics appeared first on Giant Donut Marketing.

What is Marketing?

Everything you share with the public about your business is considered to be marketing. From a logo to a website, anything that communicates a message can be a form of marketing. The question is: what marketing strategies are the best fit for your unique business? Any marketing decision made should incorporate research, data, and planning. 

What is Digital Marketing?

Research has shown that between December 2013 and December 2015, smartphone internet consumption grew by 78% and that 38% of people will stop engaging with a website if the layout or content is not attractive. In 2019, you can bet those statistics are more relevant than ever.

In the current tech world, digital marketing is hugely impactful for nearly every type of business. The internet is used daily for making purchase decisions. If the majority of your target customers use the internet, it is highly recommended to have an online presence. A digital presence should provide consumers with credibility, interest, and information—while also being correctly search engine optimized.

Find your Marketing Strategy

A marketing strategy can be paramount to a business’s success. Defining the following steps can help to put your best foot forward when coming up with a tactic that reaches potential clients, drives revenue, and propels growth.

1: Outline your Business Goals

Businesses should have a vision for their desired long-term achievements. Goals should align with your branding, purpose, budget, and vision. Identify what parts of your business bring in the most income and what parts create a potential for growth. For example, you may want to expand your customer base by 15% every year. To meet that goal, you’ll have to keep attracting new customers. Think about how you are going to reach potential customers and show them the value in choosing your business.

2: Identify Your Target Customer

Identifying your target customer means defining what type of person wants to use your service. Some businesses may believe that their target customer is “everyone.” Unfortunately, that is rarely the case. Narrow down the customers that bring the most value to your business. 

Determining these clients will allow you to focus on what components of your business attract them the most. Find aspects that customers value about you, such as an aesthetically-pleasing interior, efficiency, affordability, or quality. Take notes from those customers, and find what they like. Documenting this will help define your marketing plan.

Find common characteristics in your customers, such as age, location, interests, education level, income level, and any other details on your ideal client.

3: Identify Your Competition

What makes you stand out from your competitors? Being able to understand your competition, and what sets you apart— is crucial to your marketing strategy. Determining your competition doesn’t mean defining what makes you better; it is more about defining your business’s uniqueness and appeal. Find out what other companies provide as an alternative to your customers. 

Having competition is beneficial because it results in innovation. It helps businesses set themselves apart from others and continuously improve. Having healthy competition brings in awareness, market penetration, increased consumption, differentiation, improved efficiency, and customer loyalty.

Study your competitors – document what you like about them, what you dislike, and how you’d do it differently.

4: Choose Your Channels

Today, there are more options than ever to market a business. From advertising in magazines to search engine marketing, the number of options can seem to be endless. Whatever strategy you choose, it is essential to find the channel that will attract your ideal audience, and eventually turn them into customers. A properly optimized website is a fantastic tool to attract potential customers because it enables searchability, brand recognition, information, and connection to other marketing channels. 

Make a list of marketing channels that potential clients are using the most and how they discover new businesses.

5: Create a Budget

Having a budget will narrow down your marketing strategy even more. Marketing is an ongoing process. Making a marketing budget will help to create a sustainable plan, that you can use month by month to provide consistency to your customers while also driving results.

6: Make an Action Plan

After defining your business goals, target market, competition, potential channels, and budget, it’s time to take action. Make a list of where you want to promote your business and what steps each marketing strategy involves. Determine what or who you’ll need for your marketing plan.

Write down all the ideas you have, and start communicating with agencies, contractors, family members, employees, and anyone who will help to execute your strategy.

Once you’ve started, make sure to document each step and collect as much data as possible. Data collection will help you figure out what works and what doesn’t. Using a marketing professional or agency can give you expert analytical insight on the status of your marketing strategy, and provide future marketing action steps.

Summary

We hope that this article helps you start your best marketing strategy yet! If you are interested in more information or have any questions on digital marketing, contact the experts at Giant Donut Marketing! Do you have an existing website that isn’t performing? Consider receiving a complimentary website audit!

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