It never fails. We hear it all the time.
One of the biggest challenges a consultant or agency can encounter in the course of trying to help a client is a mix-up over their own business account access.
We usually hear something along the lines of…
“We’re not really sure how to access our [Facebook, AdWords, Analytics, etc.] account anymore. We know it’s set up, but [INSERT NAME HERE] used to manage it and they just left the company. We’ll have to look around for the login.”
These accounts are the lifeblood of your business and you don’t know how to access them or who is managing them?
Happens all the time. Even with “big” companies that should know better.
This guide is designed to help you set up your accounts correctly from the beginning. It will help you organize account access for all your platforms using ONE admin company email that will be autonomous and independent of a single person or various people who may leave the company.
It will also help you grant access to your accounts to companies like UHURU that can help you accelerate and improve your performance.
The best way to manage access to your Facebook Page/ad account is by making sure you have ONE Business Manager account setup. Facebook Business Manager is a free tool developed by Facebook to allow businesses and agencies to securely manage their company’s Pages and ad accounts in one place, without sharing login information or being connected to their coworkers on Facebook.
Who should set up Business Manager?
Choose one person from your company to set up Business Manager. The person should currently be responsible for managing your company’s primary Facebook Page, ad accounts and apps, and for providing other people permission to work on them. Once Business Manager is set up, you can add as many people to it as you want.
What you’ll need:
A primary Facebook Page
Choose the Page that represents the company you work for, even if you help manage lots of Pages. You’ll need to be an admin on your primary Page to set up Business Manager. If you don’t have a primary Page for your business, you can create one.
Make sure you have a list of all the ad account numbers and the names of Pages you’ll want to add to Business Manager.
Employee email addresses
Invite employees, co-workers, and partners to Business Manager using their work email addresses.
Create a Facebook Page
Facebook requires all Business Pages to be linked to a personal account so that they can manage the Page. It’s also against Facebook Terms of Policy to create a personal account for a business. → You must have a personal Facebook profile set up in order to create a Facebook Page. However, when you create a Page from your personal account no one can see that you’re the admin or that your personal account is associated with the Page.
Steps to creating a Facebook Business Page:
1. Go to facebook.com/pages/create.
2. Click to choose a Page category.
3. Select a more specific category from the dropdown menu and fill out the required information.
4. Click Get Started and follow the on-screen instructions.
Steps to creating a Facebook Business Manager:
1. Go to business.facebook.com.
2. Click Create Account.
3. Enter a name for your business, select the primary Page and enter your name and work email address.
4. Move through the rest of the onboarding flow by entering the rest of the required fields.
Now that you have your initial Facebook Business Manager set up, you should see a homepage with your company name.
To manage access to this in Business Manager, go to Business Settings on the top left hand of the homepage.
Now click on “People and Assets” → This is where you can add people who will be working on your Pages and ad account.
To add someone, click on Add New Person and enter their work email address.
You can also decide if this person will be a business manager admin or employee. Enter a universal email that your company will use for account management (i.e webadmin @ uhurunetwork.com) and give this email ADMIN access.
It’s very important that you do this since employee emails often get deactivated if someone leaves the company.
Remember: Just because someone is not an admin on the Business Manager doesn’t mean they can’t be assigned an admin role on your ad account or Page.
Business Manager acts as a virtual agency and it’s best to keep Business Manager admins to a minimum. Now you have a Business Manager with a universal admin that is resistant to employees leaving, job roles changing, etc.
To assign employees roles on your Facebook Business Page, navigate to “Pages” in Business Settings and select your Facebook Page. Click “Add People” and select their role.
NOTE: A person must be added to your Business Manager before you can give them a role on a Page/ad account in your Business Manager.
Now that you have your Business Manager set up and associated with your Facebook Page, you can go ahead and add/create or claim your business ad account. In Business Manager settings, navigate to “Ad Accounts” From there, you are presented with the option to create a new account, claim an ad account, or request access to an existing ad account.
- Create a new account: If your business does not have an ad account and you need to create a new one.
- Claim an ad account: If you already have an ad account for your business and you would like to pull it into your new Business Manager.
NOTE: You cannot claim an ad account that is already owned by another Business Manager. You can only have one Business Manager for your company, so make sure that this is not the case.
- Request access to existing ad account: this is used for marketing/advertising agencies, so you can ignore this.
Once you have your ad account in your Business Manager you can go ahead and give people within your Business Manager access to this ad account.
So, that covers Facebook, but what about Google? Next, we’ll take a look at setting up your company’s Google AdWords Manager Account.
Google Ads Manager Account:
Similar to a Facebook Business Manager account, a Google Ads Manager account is an advertising account that lets you easily view and manage multiple AdWords accounts—including other manager accounts—from a single location.
NOTE: This blog post utilizes the NEW Google AdWords platform. Using the SAME universal email you used for your Facebook Business Manager (i.e webadmin @uhurunetwork.com) go ahead and create an AdWords Manager account.
NOTE: Make sure this email address doesn’t already have access to any AdWords accounts or you will not be able to use this email to make a Manager account.
- Visit https://adwords.google.com/home/tools/manager-accounts/ and navigate to “Start Now.”
- Enter the universal email address you want to use for this account. And follow the rest of the steps on the screen.
To begin using your Manager account, you’ll need to link it to an existing or new AdWords or AdWords Express account.
Create Google Ads Manager Account
To create a new Google Ads account from your manager account:
- Sign in to your AdWords manager account.
- From the page menu on the left, click Accounts, then click Management at the top of the page.
- Click the plus button.
- Click Create New Account.
- Select the type of account you want to create: AdWords or AdWords Express.
- Follow the instructions on the screen
Your Manager account now has admin ownership over this AdWords account and you may add people to manage this account as well.
- To add people to your AdWords Manager account:
- Sign in to your AdWords manager account.
- Click the tool icon in the upper right corner of your account.
- Under “Setup,” click Account access.
- Click the plus button.
- Select an access level.
- Enter the new user’s email address.
- Click Send Invitation.
Here’s an overview of the different access levels for manager account users and what they can do:
You can also just add people to the AdWords account without giving them any sort of access to the Manager account.
- Sign in to your AdWords account.
- Click the “Settings” icon and select Account Settings.
- Select Account Access from the navigation bar.
- Click + Users.
- Enter the email address of the person you want to share your account with.
- Enter a name for your new user.
From your account access settings as the administrative owner, you’re able to revoke/grant and change your users account access levels.
Granting account access to an agency (external): Provide the agency with your 10-digit AdWords account ID. From the agency’s own manager account, they will be able to request access to your AdWords account and you can control their level of access as you would your own team.
And that’s it! You now have your Google AdWords Manager Account all set up.
Two down. Now it’s time to dive into LinkedIn and get you set up with a company page:
LinkedIn Company Page
To manage account access to your company’s LinkedIn page and Ads Manager, let’s first focus on the company page.
To create a LinkedIn company page follow these steps:
- Click the Work icon in the top right corner of your LinkedIn homepage.
- Click Create a Company Page.
- Enter your Company Name and choose a URL.
- Click the Create Page button.
- Click Get Started on the welcome screen to begin editing your Company Page.
Once you’ve created your Company Page you’re now the admin. You can control who has access to your page by adding additional admins to the page, in case an admin loses access to the page or leaves the company in the future.
There are three types of Company Page administrators:
- Designated Admin access – allows employees to make edits to your Company Page, add other admins, and post company updates.
- Direct Sponsored Content Poster access – gives marketers at your company the ability to share content to the homepage feed of LinkedIn members.
- Pipeline Builder Admin access – gives users the ability to create and edit Pipeline Builder landing pages that are associated with your Company Page.
Add LinkedIn Admins
To add other LinkedIn admins:
- Click the Me icon at the top of your LinkedIn homepage.
- Below Manage, select your Company Page. Click on Admin Tools at the top of the page and click Manage Admins.
- Click on the type of admin you want to add at the top of the page (Designated Admin, Recruiting Poster, or Direct Sponsored Content Poster). NOTE: Make sure there is at least one other Designated Admin for this page (two admins at all times).
Now that you have a LinkedIn company page, let’s move on to LinkedIn Campaign Manager.
To access Campaign Manager:
1) Log into your ads account (linkedin.com/ad/accounts) and sign in using your personal LinkedIn account (which is already an admin for your company page we just created (see above).
2) Once you’re logged in, navigate to “Add account.”
3) Select a company name or URL:
- Company name: Enter the company name you want to associate with your account in the first field and select the correct page from the dropdown list. Note: If your Company or Showcase Page doesn’t appear in the list, select the URL option.
- URL: Enter the URL for the LinkedIn Company Page (not website URL).
4) Enter a name for your account and select a billing currency.
5) Click Add Account.
** You are now your company’s LinkedIn Ad Account and Billing Admin!
You can give others access to your ad account by logging into Campaign Manager, navigating to the account drop-down on the top right hand of your screen, and selecting Manage Access.
Click Add User to Account.
You can paste in the member’s LinkedIn public profile URL or type in the name of the member you would like to add.
Here are the access levels and what they entail:
- Make sure you have at least one other person as a designated account manager in case you leave the company, are out sick, etc.
- NOTE: Unlike Google AdWords and Facebook, you cannot add people to your campaign manager, only to specific ad accounts. So make sure your company’s ad account doesn’t have more than 3 account managers and make sure there are at MINIMUM two account managers at all time.
- In the case that someone is no longer at the company, here are the rules for removing account users:
- You must be an Account Manager to remove a Campaign Manager, Creative Manager, or Viewer.
- You must be an Account Manager and assigned as the Billing Admin to remove another Account Manager.
- Locate the user from the list of users in the Manage access window.
- Click the “X’ to the right of their name.
Marketing Accounts Prerequisites
You’ll need to know how to create a Business Manager account on Facebook that owns your Facebook page and ad account via a single universal company admin login.
You should now know how to create an AdWords Manager account that owns your AdWords ad account via a single universal company admin login.
You know now know how to create a LinkedIn Company Page that is associated with your LinkedIn Campaign Manager, and understand how to grant/remove and alter access to both the page and an ad account
NOTE: You want to make sure that no matter what, this universal admin login always has ownership/account admin abilities on all of your platforms. Although your universal admin login will have ownership access in your AdWords and Facebook accounts, this is not the case for LinkedIn (so make sure you always have two account managers (as previously stated). You want to make sure that all accounts always have two admins (just in case). If one leaves, make sure you transfer their admin status to their replacement/another employee/coworker.
Was that so hard?
Actually, I’m sure quite a few of you said “YES!” Don’t worry, we’re going to show you a safe and secure method to make it easier going forward, and grant access to all of your accounts quickly.
Meet our best friend and gatekeeper: LastPass. LastPass is a password vault that lets you automatically fill in passwords and usernames for you once they’re added. And you can add people in your organization to your folder who will also have access to this.
“For businesses of all sizes, LastPass provides secure password storage and centralized admin oversight to reduce the risk of data breaches while removing employee password obstacles. With customizable policies, secure password sharing, and comprehensive user management, LastPass offers the control IT needs and the convenience users expect.”
LastPass will protect the password(s) for your admin login and make sure that you don’t lose access to your accounts.
Create LastPass Account
- Create a LastPass account for your universal login email address and add your Facebook Business Manager account, AdWords Manager account, and LinkedIn account to these.
a) Install LastPass extension for your browser.
b) After you download LastPass, you’ll find the LastPass button in your browser toolbar. (You can use LastPass on Safari/Firefox/Chrome) → Navigate to Create Account to get started!
c) Create a strong master password. Write this down somewhere, preferably offline or an encrypted Google document.
d) Once you have your account set up, you can navigate to your LastPass vault from the same extension icon in your browser.
e) You can fill your vault with passwords for your admin account platforms manually or automatically using the extension.
From your vault, you can share passwords for specific websites. Hover over the website and click on the “share icon.”
You can share the password without having them see what the password is. This way, they can log in without having the ability to change the password, giving you full control.
There you go!
All of your accounts are under a centralized email ID that can control your most important accounts, without disappearing every two years. You won’t have to stay on hold with Facebook or play 20 questions with Google ever again.