Business Managers Are Important For Brand Safety: Here’s a Guide To Set Them Up Correctly

Imagine this: Your digital administrator has left the company, and now you’re locked out of all your marketing platforms. You try to log in using your best-guessed credentials, and now you’ve just shut down your account and must wait for an appeal—which could take weeks.

It’s not difficult for many of us to imagine this scenario, as it ends up being the reality in so many organizations. So what can marketing leaders do to ensure this horror story never happens?

This is where ad platform business managers and company-guarded handles save the day. With customized handles and designated accounts, you can avoid a heap of problems and ensure your ads never go dark. Read on to find out how.

What Are Ad Platform Business Managers?

If you’re not already familiar with ad platform business managers, you’re missing out on one of the best efficiency features for your online ad platform management.

Ad platform business managers are platform-specific administrative management accounts that allow you to:

• Manage user access, security and privacy – With business manager access to platforms like Meta, TikTok, or Google, you can manage and control who has access to your ad accounts. So when somebody leaves the company, you can revoke access—and ensure newcomers are added.
• Oversee business assets – Setting up a business manager allows you to see, edit, and schedule every content asset connected to your business from one place (vs having individual logins for pages and profiles and ad accounts). You can manage your page, edit your ad campaigns, and review everything easily at a glance.
• Manage and track your performance – A bonus benefit to setting up a business manager for your ad accounts? You gain streamlined performance data for every business-connected asset and campaign. Oftentimes, this includes both organic and paid content, if you’re running both in one platform.
• Manage communication – Digital platforms offer a variety of ways to keep in touch with your customers. Whether through direct messages, tags, or comments, an ad platform business manager keeps valuable customer communications in one place to manage.

Examples of Ad Platform Business Managers

Each platform’s business manager is a little bit different. Depending on your business, you might prioritize some platforms over others. Fortunately, most modern digital platforms are savvy enough to provide a similar range of options for businesses.

Some of the most popular ad platform business managers include:

• Meta Business Suite – Utilize Instagram, Messenger, and Facebook to connect your brand to their collective 3.6 billion users. First, you’ll need a Facebook Business Page, then you can connect to the Meta Business Suite to manage and track all your content.
• Google Ads Manager – The world’s biggest search engine is also an advertising hub for business owners. Simply create a Google Ads account, set up your management level, and access an intuitive dashboard to manage your ad campaigns.
• TikTok Business Manager – Reach out to a whole new generation of brand fans on TikTok. You’ll need an email and password to create an admin account. Then, create content, share access, and track campaign performance with key stakeholders and vendors.
• LinkedIn Business Manager – Manage all your B2B marketing assets with LinkedIn Marketing Solutions. Build sponsored text ads, messaging ads, video ads, and more. Plus, manage admin access, billing, and partner access levels.

Ad Platform Business Managers vs Personal Profiles

Why not simply use your personal Facebook, Instagram, TikTok, or Google account to manage your digital business presence? Not so fast—this misstep can result in a headache for many business owners and organizations.

For one, if you have a business associated with a personal account, platform admins may end up deleting one or both of the accounts because they’ll appear as duplicates. Or worse, ad platforms may delete or disable personal accounts being used for business purposes without proper business registration.

Ad platform business managers are not only a smart way to create an efficient marketing flow, but they can also protect your personal accounts from deletion or suspension or being hacked.

Ad Platform Business Managers and Custom Company Handles

Growing businesses don’t always have time to implement strong digital policies before getting off the ground. This can lead to employees using personal email addresses to set up digital accounts. This might seem like a nimble solution in the moment, but personal handles can actually open your business up to security risks.

Personal email accounts put your business at risk in the following ways:

• Unrestricted access – Current and former employees may have access to your business’s digital accounts, endangering your digital security. Additionally, personal login information may be at a greater risk of digital malfeasance or hacking.
• Missing out on business-level perks – Personal accounts can signal to platform representatives that you don’t need business-level support. In turn, you may lose the added benefit of an account representative to help you optimize your advertising on their platform.
• Disorganization – If you are the one using a personal account for platform management, your digital assets can easily become disorganized and overwhelming. If your brand is being managed through someone else’s personal account, it will be harder to access those marketing accounts—especially if you lose touch with that individual.

How To Begin Using Ad Platform Business Managers

It’s clear that ad platform business managers make managing your company’s brand in the digital space safe and streamlined. Here’s how to get started.

#1 Set Up A Company Email

If you’re still using personal emails (Gmail, Outlook, iCloud), it’s time to level up and start building your business’s own email infrastructure.

To set up business email addresses for you and your team:

• Set up your server – If you already own a business website, it only takes a few minutes to begin setting up your email server. If you’re struggling, consider contacting an IT specialist or consulting with a knowledgeable digital marketing partner.
• Create employee accounts – Every employee should have their own individual company email address. Not only will this help streamline communications, but it will also keep your digital permissions secure and contained within the organization.
• Manage security – Determine access options for your employees, create protocols for onboarding, and set up protections to disable inactive accounts. Things are about to get a whole lot more simplified.

#2 Review Your Primary Platforms

Explore the ad platform business managers of the platforms you’re already using and consider expanding your marketing to additional platforms.

Consider the following when reviewing potential ad platforms:

• The audience you’re trying to reach
• The type of ads you’d like to run
• Your in-house capabilities and assets
• What kinds of goals you have for your digital advertising

#3 Build Your Business Manager Accounts

After choosing your platforms, it’s time to create your business manager accounts. The registration process is typically simple. Be sure to use your administrative company email address and store your password in a safe place only accessible to assigned personnel.

Additionally, you may have the option to:

• Set up a business page – Take your time to craft a memorable and well-designed brand page for your business. Include helpful information like your address, hours of operation, contact information, and photos.
• Explore app and desktop integrations – Ad platform business managers often function well in-browser, but for consistent access, you can explore app and desktop add-ons to integrate the experience into your everyday functions on your work computer.

#4 Add Partners, Contractors, and Vendors

Ad platform business managers provide an unparalleled way to integrate your company with partners, contractors, vendors, and freelancers.

In most business managers, you can choose what level of access each individual has, from content management to billing. For example, you should grant contractors low-level access to your business manager, but not directly to your assets.

#5 Develop Your Content

With your ad platform business manager set up, it’s time to start crafting your marketing material. Run various marketing campaigns across various platforms, all with the peace of mind of full visibility and control.

Not sure where to start? Some digital ad content you might try is:

• Search ads
• Display ads
• Video ads
• Sponsored posts
• LinkedIn messaging ads

Hone In On Your Digital Ad Management with Liberty Interactive Marketing

Don’t wait until you find get locked out, slowed down, or disconnected from your digital business. Ad platform business managers offer the best way to take top-down control of your brand and marketing efforts.

That said, it’s crucial to make sure your business managers are set up properly. If you don’t have experience or are unsure about where to start, that’s where your partners at Liberty Interactive Marketing come in.

As digital marketing experts, we’ll help make sure your business managers are set up the right way, walking you through every step to empower you and your brand. Then, we’ll help you craft eye-catching, click-inducing, full-service digital marketing materials that grow your brand.

Ready to get started? Explore our services today.