When taking on or vetting a new client, it’s important to take stock of the work you’ve accomplished to date. What did they do right? What did they do wrong? How are they set up?
Before you start campaign building, campaign performance, and campaign manager, you need to check a few items on the list related to access and setup.
All of these projects could use more detail, but today we’ll cover them on a superficial level to get you started.
Staff and partner access
Clients should have their own business portfolio, which is a collection of their assets (Facebook page, Instagram account, apps, ad accounts, etc.) and who has access to them.
people
People are usually employees of a company. These should not be the companies, institutions and clients they work with.
Make sure everyone is an active employee. Remove any former employees or people who no longer need access.
Partners
Partners are other businesses that need access to the company’s assets, typically agencies or customers.
You will again need to delete previous partners who no longer require access.
assets
Assets include everything needed to serve ads:
- Facebook page
- ad account
- app
- business account
- Instagram account
- WhatsApp account
- Table of contents
- Datasets (pixel and offline event sets)
- Custom conversion
- shared audience
Note that ideally, a company’s active agency will have access to the ad account as a partner.
Safety
To ensure proper security, there are some key things to consider. You can find these in the Security Center section of your business portfolio.
1. Inactive Ad Accounts: Delete inactive ad accounts, which may be targeted by hackers.
2. Users who may carry malware: Remove all users for which possible malware has been detected.
3. Inactive users: Delete all users who have been inactive for at least 90 days.
4. Two-factor authentication: Are all users set up with two-factor? This is an important layer of security.
5. Users with public mailboxes: Meta prefers business email domains and even requires it in some cases.
6. Shared credit limit: Meta will notify you if there are any shared credits for suspicious activity that need to be removed.
7. Backup management: Meta recommends that at least two people (employees) have full administrator access to the business portfolio. This way, even if someone is locked out, there is always someone with access.
Ad settings
There are several options in ad settings, but there are a few you should pay special attention to.
1. Account Control: Are account-side settings defined for audience and placement controls? Whether they have it or not, that’s not necessarily good or bad, but it will be important context. It’s also possible that this was set and forgotten.
2. Advantages + creativity: Check the box to test new creative enhancements?
Are they testing a new generation of AI capabilities?
Whether these things should be turned on or not will be up to the customer.
3. Audience: Have they defined their engaged audience and existing customers, and have they defined these accurately and thoroughly? This is crucial for sales activities.
4. Default beneficiary and payer: Make sure all required countries or regions for advertising your company have this defined. This includes, but is not limited to, the European Union, Australia and Taiwan.
now you
As stated at the top, this is really just the beginning of an account audit. This provides context for account management prior to campaign building, campaign results, and campaign manager. Sloppy setup can lead to sloppy results.
Do you have anything to add to this section?
Let me know in the comments below!
