How Do 3rd Parties Run Facebook Ads?

You’re sitting at your desk, trying to get a budget approved for your next big campaign, when all of a sudden your phone rings. It’s your social media manager, and she sounds frantic.

Somebody is requesting admin access for your Facebook page. She doesn’t know who they are, and the name doesn’t sound familiar to you. Is it someone trying to sabotage all the hard work you’ve put into your Facebook page?

No, it’s actually just someone trying to set up your Facebook ads.

Making the decision to have a 3rd party run your Facebook ad campaigns can be a great investment of your marketing budget. Instead of having to invest time in learning how to build and optimize your ads, you are relying on a team of experts to do it for you. Your ad may even be targeted to engaged audiences you previously lacked.

Today, we’re going to make this a little easier.

How do we set up ads?

 
At this point, you’ve already discussed the different Facebook ad options with your account manager and, potentially, a member of our performance marketing team. You have a good idea of what’s needed in terms of creative, the ad format, audience targeting, and how it will help you accomplish your goal.

Since you’ve talked about this already, we can skip this for now. However, if you’re interested, I have included a few helpful articles about Facebook advertising below.

Blog: Social Media 101: Crafting the Perfect Facebook Post

 

Blog: The Quick Guide to Content Distribution on Facebook

 

Blog: Facebook’s Organic Reach Is Dead, But Your Marketing Isn’t

Now, there are 3 different options for us to set up your Facebook ad. Each method is a little different than the last, with their own separate pros and cons. These include:

1. Randall-Reilly sets up the ad through the client’s Facebook page.

 
In this case, you give Randall-Reilly advertiser access to your page. This seems invasive, but it’s actually not. Advertiser access is not full access to your business’s Facebook page. We can’t post from your page or see your timeline. It only allows us to set up approved ads through your ads manager account.

There are some benefits to setting your ad up this way. Even if you don’t get an ad click, there is still a chance users could navigate to your page. We have seen a correlation between running an ad and follower growth and engagement.

2. A Randall-Reilly Facebook page will be used to sponsor the client ads.

 
This does not require you to give Randall-Reilly advertiser access to your page. However, you also miss an opportunity to get additional interactions and engagement with users, even if they don’t click your ad. A Randall-Reilly page will be shown as the sponsor instead of your business’s Facebook page.

3. Randall-Reilly will create a client specific Facebook page.

 
If you don’t already have a Facebook page, we can set one up for you. Full disclosure: extra fees may apply for this option.

Giving a stranger access to anything on social media, even an employee for the company running your Facebook ads, can make anyone a little apprehensive. But once you know exactly how it works, you can breathe a sigh of relief. Oh, and go tell your social media manager to calm down.
 

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