Resource Hub – Get Set Up for Facebook Advertising

[et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”23px||19px|||”][et_pb_row column_structure=”1_4,3_4″ use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.4.2″ background_enable_color=”off” width=”100%” custom_margin=”-7px|auto||auto||” custom_padding=”0px||1px|||”][et_pb_column type=”1_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_button button_url=”https://centerfordigitalstrategy.com/digital-for-political-campaigns-resource-hub/” button_text=”Back to Hub” button_alignment=”center” _builder_version=”4.4.2″ custom_button=”on” button_text_size=”20px” button_text_color=”#ffffff” button_font=”||||||||”][/et_pb_button][/et_pb_column][et_pb_column type=”3_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.4.2″ header_font=”|700|||||||” header_text_align=”left” header_text_color=”#133852″ header_font_size=”35px”]

Digital for Political Campaigns

Get Set Up for Facebook Advertising

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”0px||0px|||”][et_pb_row _builder_version=”4.4.2″ custom_padding=”0px|||||”][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px” header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″]

Jump to Topics

Activating Facebook Business Manager

Adding a Facebook Page to Business Manager

Connecting Your Facebook Ad Account to Business Manager

Adding a Payment Method for Your Ad Account 

Adding People to Business Manager and Assigning Campaign Assets

Getting Authorized to Run Political Ads for Your Page

Setting Up “Paid for By” Page Disclaimers

Confirming Your Facebook Page Info; Eliminating “Gray” Accounts

Troubleshooting[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.24″ custom_margin=”-5px|||||” custom_padding=”14px||8px|||”][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text module_id=”one” _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″]

Activating Facebook Business Manager

[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.4.2″ width=”90%”][et_pb_column type=”1_2″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

Every campaign is a complex organization—roles change, accountability and security are paramount. Facebook covers the change from a personal to organizational Facebook user with a tool called Business Manager. Most importantly, Business Manager is required to use Facebook’s full range of advertising and audience targeting tools. It’s light years from what’s available in a suggested “boost.”

Shawn has created a short video walking through Business Manager setup and how to use ActionSprout to see whether you’ve already got one set up:

[/et_pb_text][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.4.2″][et_pb_code _builder_version=”4.4.2″][/et_pb_code][/et_pb_column][/et_pb_row][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.4.2″ width=”90%”][et_pb_column type=”3_5″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

Accounts and security

You and anyone assigned to help manage your campaign’s Facebook activities will need a personal Facebook account. You’ll use that to log in once your Business Manager is set up and it’s also the login for your ActionSprout account. Your profile is the key to all the Pages and Ad Accounts you have access to, whether you are in Business Manager, or ActionSprout. 

Using your personal Facebook login is the most secure way to access Business Manager and ActionSprout—none of your activity will appear on your personal profile, and neither of these tools will post to your personal news feed. Using your personal profile ensures that all of your permissions are consistent as you manage organizational Facebook assets. Using a secondary account, sometimes known as a “gray profile” will lead to Facebook suspending that profile and potential interruption of your advertising campaign. 

Starting your new Business Manager

To create a Business Manager:

  1. Go to business.facebook.com
  2. Click Create Account
  3. Enter a name for your campaign organization, select the primary Page for the campaign and enter your name and work email address.
  4. Complete the remaining required fields.

If you don’t yet have a page for your business, create one.

If you would like to access Facebook’s Setup Guide within your Business Manager, find it in the left-hand menu under Business Settings. 

[/et_pb_text][/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.4.2″][et_pb_image src=”https://centerfordigitalstrategy.com/wp-content/uploads/2020/04/FB-for-Campaigns-1.jpeg” show_in_lightbox=”on” _builder_version=”4.4.2″][/et_pb_image][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″ module_id=”two”]

Adding a Facebook Page to Business Manager

[/et_pb_text][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

The first thing you’ll do in Business Manager is claim assets related to your campaign. 

Start at business.facebook.com/home/accounts and select your campaign Business Manager. In the left-hand menu, select and click Business Settings.

 Under Accounts in the left-hand menu, select and click Pages.

Click Add and you will see the choice to add a Page you own or would like to manage. This will claim the Page for your Business Manager account.

You can also use the menu here to request access to a Page, for example if you are a consultant managing a Page on behalf of a campaign. The Page ownership will remain with the current owner. You can also create a Page from the menu here. Facebook notes that anyone who has access to a Page before it was added to Business Manager will still be able to access and manage that Page.

Add a Page by typing its name or URL. You must be an admin of a Page to add it. 

Select and add the Page that you would like to manage in Business Manager.

Note: You can only add pages that are not the primary pages within another business. If you get tripped up here and need to change a primary Page or request that someone else do so, here are Facebook’s instructions:

  1. Go to Business Settings.
  2. Click Business Info.
  3. Click Edit and select the page you want to make primary.
  4. Click Save.

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”1px||10px|||”][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″ module_id=”three”]

Connecting Your Facebook Ad Account to Business Manager

[/et_pb_text][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

Navigate to Business Settings from the left-hand menu of your Business Manager. 

From here you have a couple of options. You can view and add an ad account under Pages > Ad Accounts, or, you can open the Setup Guide at the bottom of the left-hand menu. 

Here you have three options: claim an existing ad account that you already have access to; request access to someone else’s ad account (a consultant requesting to use a campaign account); or create a new ad account.

To claim an ad account, you will need its ID number.

If you don’t yet have an ad account and are not requesting one from a partner, select Add and name your ad account.

You can add additional people to your Business Manager, Page, and Ad Account anytime. 

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”1px||13px|||”][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″ module_id=”four”]

Adding a Payment Method for Your Ad Account

[/et_pb_text][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

After successfully adding your Page and your Ad Account, you can access the Ad Account by navigating to Business Settings > Accounts > Ad Accounts. You can also see and select your own Assigned Assets in the center of your Business Settings menu.

Open your Ad Account and visit the down arrow at top right. Click on View Payment Methods

You will see your Payment Settings here, and add a payment method. You can also set an all-time spending limit that will override campaign-level settings in your Ad Account and within ActionSprout.

Select Add Payment Method and add a credit card, PayPal account, connect directly to your bank account, or add a Facebook Ad Coupon. 

Note: Be sure to add a payment method or methods that will allow your campaign to spend freely when needed. Notify advertising staff of recommended spending and spending limits. If your campaign is suspended for lack of funds on a credit card or in a bank account, it may cause multi-day interruptions in your advertising campaigns.

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”1px||13px|||”][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″ module_id=”five”]

Adding People to Business Manager and Assigning Campaign Assets

[/et_pb_text][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

One big potential problem for campaigns is shared logins for Facebook—what’s known as a “gray profile” used by multiple folks to manage a Page. Facebook frowns on gray profiles and may even suspend users logging into two accounts. This risk grows as you become an advertiser with much higher reach. 

Business Manager is meant to give everyone the access they need without anyone having to share their personal profile. You just invite by email and folks accept their new permissions!

To get started, navigate to Business Settings within your Business Manager. 

At the top of the left-hand menu under Users, select and click People

Click Add an invite campaign members using their email address. You can select Employee access or Admin access.

Advanced Options include Finance analyst and Finance editor.

After entering email addresses, you’ll be able to assign Page and Ad Accounts to team members, with specific permissions. Take your time and customize the roles appropriate to each of your campaign staff and volunteers who will work on Facebook content, organizing and advertising.

The People menu now displays your new team member and the status of their invitation. You can click to select their account and assign other assets using the Add Assets button. 

Be sure to assign all relevant team members to both your Page and your Ad Account. 

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”1px||13px|||”][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″ module_id=”six”]

Getting Authorized to Run Political Ads for Your Page

[/et_pb_text][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

Facebook requires identity confirmation for each individual who will run ads for a campaign. Authorization is required to create and to edit political ads. You’ll want to get started with this process immediately as it requires receipt of a code by mail and can take several days in some cases.

Authorized advertisers can place “paid for by” disclaimers, and all political ads will appear in Facebook’s Ad Library for seven years.

Prep for the authorization process

Make sure you are an administrator on the Page where you will add disclaimers and run ads. Editors, analysts, and other Page roles are insufficient for completing the authorization process.

Set up two-factor authentication for your personal Facebook login if it is not already in place. Two-factor will require you to enter a code accessed via text message or through a third-party authentication app when you log into Facebook. You can access Facebook’s setup instructions for two-factor here.

You’ll be asked to confirm your identity with a JPG or PNG image of your driver license, state ID card, or U.S. passport (prepare images of the front and back of your document), and you will need a U.S. residential mailing address.

Get authorized

Go to Business Manager and click through to your Page. Facebook requires the following steps:

Click Settings in the top right and then Authorizations in the left sidebar.

In the Where Do You Live? section, click the drop down menu and select United States.

Below “Step 1: Confirm Your Identity,” click Get Started.

Click Get Started again. (If you have not yet set up two-factor authentication you will be required to do so here.)

In the Confirm Your Primary Country Location section, click Confirm Primary Location.

Complete the Enter Mailing Address section with your residential mailing address and click Next

Select what type of identification you will use and upload its image file.

After uploading your identification photo, click Next. Verification should take just minutes. 

Answer a set of questions to verify your identity, and click Next. Click Finish.

Temporary authorization

For many users, Facebook will immediately grant temporary identify confirmation while you wait for a verification code in the mail (it usually takes three to seven days to arrive). When you receive your verification letter from Facebook:

  1. Visit the URL in the letter.
  2. Enter your code in the Confirm Your Identity section.
  3. Click Submit Code. That it!

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”1px||13px|||”][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″ module_id=”seven”]

Setting Up “Paid for By” Page Disclaimers

[/et_pb_text][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

Facebook requires disclaimers that accurately represent the source of funds for advertising. Federal campaigns and tax-registered organizations (you have an EIN) are eligible for a “Confirmed Organization” icon in ads. Advertisers without an EIN or FEC ID will receive an “About this Ad” icon. We’ll cover the simplest method here.

Note that Facebook has recently updated its disclaimer requirements and you may be required to re-create any existing disclaimers.

You will need a U.S. street address, business phone number, email, and matching business website to create a disclaimer. Information you provide here will be available within Facebook’s Ad Library along with your ads for seven years.

Facebook will review your disclaimers and that can take up to 24 hours.

Shawn has recorded a video on how to use ActionSprout to check whether you have an active disclaimer, and how to add or update a disclaimer. More detailed instructions on getting authorized to edit disclaimers are in the previous lesson!

Start by opening Business Manager and your page and navigating to Authorizations in the left-hand menu. 

Scroll down to Create and Manager Disclaimers.

You will need a street address, a phone number you can access, an email you can access, and a website domain that matches the email domain. Your phone number, email address, and website may be available on your ads when users click the “i” icon for more information.

Click Create to begin your new disclaimer.

Select Other and click Next.

Click through the instructions and complete the organizational details form. Facebook supports adding a treasurer name, director name, point of contact, and committee ID but these are not required.

Review your information and click Next to submit. Make sure you are ready to take a call and that your phone information is correct and click Call Me Now.

Listen to Facebook’s automated call and enter the four-digit phone confirmation code and click Submit

Confirm your email and matching domain and click Send Email Now.

Visit your email inbox, open Facebook’s email, and copy the six-digital email verification code. 

Review and Submit your disclaimer information. 

After your disclaimer is approved, your last step is to link the disclaimer to the ad account you will use to run ads for your Page. You’ll find the Link Disclaimers setup near the bottom of the Authorizations section as well as the option to link your Instagram account for advertising. 

Link your disclaimer by selecting the ad account or accounts you want to use with your Page. Choose the disclaimer you want to use (you can use a pending disclaimer but you won’t be able to run ads until it is approved) and review the disclaimer details—including the phone number and email that will appear when users click the “i” icon on your ads. Review and save.

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”1px||13px|||”][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″ module_id=”eight”]

Confirming Your Facebook Page Info; Eliminating “Gray” Accounts

[/et_pb_text][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

Now that you have a temporary authorization and are waiting for disclaimer approval, it’s time to make sure your Page is ready for showtime. While voters will see your posts primarily in their news feed, you’ll want to make it easy for people to find your Page in search and to impress first-time visitors. 

Whether your Page is brand new or you’ve been promoting it for a while, it’s a good idea to review key information and make sure everything is accurate and up to date. Your ActionSprout Dashboard displays the most critical information about your page. Green checks are good, but be sure everything is correct!

To update information, start in Business Manager and select your Page. Click About on the left.

Some of the most important elements are the address and contact info, your Category, and the About and Story content. 

You can select up to three categories, including Politician, Political Organization, and Political Campaign. The more information you include in your About settings, the easier it is for voters to find you. 

Include compelling information about your campaign in About and Story, with bold candidate-focused images. Remember that most viewers will see only the first few sentences—include the candidate’s name and top message up top.

Use a strong photo with or without branding for the Page profile photo. This is the image that will appear in voters’ News Feeds along with the name of your page. 

To quickly complete each section of the Page profile, click Edit Page Info in the upper right of your page. 

Delete duplicate Facebook accounts

Business Manager gives us granular, individualized permissions across a team. Without Business Manager, organizations and team members sometimes create shared or secondary Facebook accounts to manage campaign assets. Facebook frowns on this practice and can use duplicative accounts as grounds for suspension or even deleting a page. Now that we’re ready to take things up a notch with paid advertising, this is a good time to eliminate that risk by removing any campaign or duplicate accounts on Facebook. Each campaign team member who needs access to the campaign Page and Ad Account should get an email invite as explained in Lesson 5. They will log in with their personal Facebook account to manage these assets in Business Manager.

To delete these duplicative “gray” accounts, just log in, click the down arrow in the top right, select Settings in the left-hand menu, and then Your Facebook Information

Permanently delete the unneeded account.

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.4.2″ custom_padding=”1px||13px|||”][et_pb_row _builder_version=”4.4.2″][et_pb_column type=”4_4″ _builder_version=”4.4.2″][et_pb_text _builder_version=”4.4.2″ header_2_font=”|700||||||#b1de00|” header_2_text_color=”#133852″ hover_enabled=”0″ module_id=”nine”]

Troubleshooting

[/et_pb_text][et_pb_text _builder_version=”4.4.2″ text_font_size=”16px”]

ActionSprout makes it simple to launch ads and review analytics for your Page. For much of your advertising, you won’t even need to use Facebook Ads Manager. You will need an Ad Account—refer to Lesson 3 if you don’t have it already.

Before launching your first ads, review the Facebook Ads section in the lower right of your ActionSprout dashboard. 

Are there warnings next to any of your information? ActionSprout will suggest how to resolve them. Note that all ad accounts you have access to in Facebook will also appear in your ActionSprout account. 

Refer to previous lessons for additional steps to connect your page to Business Manager, set up disclaimers, and enter a payment method. Once your Ad Account setup is complete, you’ll see four green checks. 

Green means go!

Shawn has also shared a two-minute video that walks through checking that your ad account and Business Manager are set up correctly:

[/et_pb_text][et_pb_code _builder_version=”4.4.2″][/et_pb_code][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.24″ custom_padding=”17px|||||”][et_pb_row _builder_version=”3.25″][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.4.2″ header_3_font=”|700|||on|||#b1de00|” header_3_text_color=”#133852″]

Developed by

[/et_pb_text][et_pb_team_member name=”Adriel Hampton” position=”Founder of Adriel Hampton Group” image_url=”https://centerfordigitalstrategy.com/wp-content/uploads/2020/04/Adriel-Hampton-Tax-the-Rich.jpg” facebook_url=”https://www.facebook.com/theleftyleague” twitter_url=”https://twitter.com/adrielhampton” linkedin_url=”https://www.linkedin.com/in/adrielhampton/” icon_color=”#b1de00″ admin_label=”Trainer / Instructor” _builder_version=”4.4.2″ header_level=”h3″ header_font=”|700|||||||” header_text_align=”left” header_font_size=”30px” header_line_height=”1.2em” custom_margin=”0px||” border_radii_image=”on|180px|180px|180px|180px” border_color_all_image=”#ffffff” saved_tabs=”all”]

Adriel Hampton runs an eponymous digital agency based in California and The Really Online Lefty League, a federal PAC covered around the globe for its videos exposing Facebook’s political ad policies. He previously co-founded Pinpoint Predictive, which provides the world’s most powerful digital advertising targeting using psychometrics.

Adriel also co-founded Really American, a news and PR firm that enables individuals to protect truth, democracy, social justice and the environment and reaches tens of millions of people each month. Prior to founding The Adriel Hampton Group, Adriel served as VP of Business Development at NationBuilder, where he built the company’s partner ecosystem. Before joining NationBuilder’s founding team in 2011, he worked as an investigator in the SF City Attorney’s Office and as Political Editor of the San Francisco Examiner. He writes regularly for Campaigns and Elections. AHG projects include a nationwide Facebook campaign to activate progressive voters in the runup to the 2018 U.S. midterm elections; election consulting for local, state, and federal candidates across the country; large-scale web projects for nonprofits including JVS and CalBike; and outreach for ActionSprout’s $2 million Facebook ad credit giveaway to NGOs.

[/et_pb_team_member][/et_pb_column][/et_pb_row][/et_pb_section]