SMB Integration Playbook

Introduction

Thank you for your interest in integrating with the Facebook Marketing API. Many small businesses want to advertise online but don’t know where to begin. Integrating with the Facebook Marketing API can allow you to become an essential resource in helping businesses find success online.

This playbook outlines how to create a Facebook ads integration using the Marketing API and provides best practices and resources for creating effective small business advertising solutions.

Partner Recommendations

To ensure success using Facebook’s Ads API, we strongly recommend our partners meet the following criteria. You should have:

  • Experience building on the Facebook Marketing API
    Showcase technical capability to build a proof of concept. Partners begin at the Development tier and can work their way up to Standard tier, enabling their app to scale to over 25 accounts.
  • A dedicated developer team for Facebook integration
    Understand how to use our feature set and successfully build on the Ads API.
  • A clear objective and roadmap
    Focus on a specific business problem you can successfully address with an API integration.
  • Executive sponsorship
    Support the integration throughout your organization.

SMB Best Practices

We offer different approaches to set up a successful ads integration on Facebook. The guidelines below will help you focus on the best structure for you to drive the most end-client value for your unique offering.

Leverage first party data

  • Customer data from SMB advertisers can help them reach the right people at the right time.
  • Use Custom Audiences and lookalike audiences to help your SMBs effectively target audiences.

Implement precise Facebook targeting and pixel usage

  • Use Radius targeting or City/Zip targeting to drive traffic to local business.
  • Install a Facebook Pixel on every page of the business website to capture visitors across your entire marketing funnel. Use the Javascript Tag API to track Custom Audience and conversion events.

Use the most relevant call to action for your client’s business objective

  • Local Awareness: Learn More, Get Directions, Message Page, Call Now.
  • Lead Generation: Subscribe, Sign up, Learn More, Get Quote, Download.
  • Drive Sales: Book Now, Donate Now, Download, Learn More, Shop Now, Sign Up, Watch More.

Utilize Business Manager
Business Manager is a tool that helps you control, share and access your accounts, Pages and other assets on Facebook. To learn more about Business Manager and how to implement it, see our interactive training and technical docs.

Business Objective Facebook Best Practices Resources
Local
awareness
Targeting: Radius targeting (City/Zip)
Bid type: Optimize for Reach
Ad text: Clear “take-action” message
Local Awareness Local Awareness Guide “Call Now” Call to Action
Lead
generation
Targeting: lookalike targeting of Custom Audiences
Bid type: Optimize for leads
FB pixel: Track events and conversions
Form: Use necessary fields only
Creative: Consider incentives in ad creative
Targeting: Custom Audiences Remarketing Lookalike Audiences Lead Generation Ads
Website
conversions
Targeting: Custom and lookalike audiences
Bid type: Optimize for web conversions
FB Pixel: Implement on every page; track events
Ad format: Dynamic Product ads/multi-product ads
Direct Response Training Direct Response Best Practices Multi-product Ads Link Ads Dynamic Product Ads Facebook Pixel Tag API
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Industry to Objective Mapping

Proficiency in key marketing objectives drives the best results for each industry on Facebook.

Industry Local Awareness Online Sales / Lead Generation Mobile App Ads Canvas App Ads
Automotive
Consumer Packaged Goods
eCommerce
Education
Energy & Utility
Entertainment
Financial Services
Gaming
Healthcare
Professional
Retail
Technology
Telecommunications
Travel
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SMB Case Studies

The following SMB case studies provide vertical-specific and relevant guidance for our partners.

Local AwarenessCastle Chevrolet (Auto): 23x ROAS
Boba Guys (Restaurant): 9x ROAS, $1 cost per customer
Logos and Tees (Retail): 12x ROAS
Wink Threading (Health and Beauty): 15% increase in sales
Lauren Gregg, Realtor (Real Estate): 36x greater reach than other marketing

By industryCustomer Goods
Ecommerce
Education
Entertainment and Media
Financial Services
Professional Services
Restaurant
Retail
Additional industries

Self Serve Technical Implementation

An Introduction to Self Serve Playbook

This guide is designed to help you build or integrate a lightweight, customized Facebook ads buying flow into your platforms. SMB advertisers and Page owners manage their own campaigns and Page content by logging into your ads buying solution.

Sample Onboarding Flow

▲ Log in with Facebook
▲ Use Page screen
▲ Use Ad Account Screen
▲ Payment info modal

SaaS (Self-Serve) service account structure

SaaS-account-structure

SMB advertisers authenticate your application with the ads management permission, which grants you the ability to create a Business Manager and ad account for the advertiser.

Asset Ownership and Permissions

Asset Partner SMB Advertiser
Ad Account (no role) Admin Permission
Facebook Business Page (no role) Admin Permission
Custom Audiences (no role) Admin Permission
Facebook Pixel (no role) Admin Permission
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Learn more about Account Permissions

Billing

Facebook charges the SMB advertiser for their ad spend directly. You do not own the advertiser’s accounts, so the SMB advertiser pays Facebook directly. Depending on what works best for your business, you can charge the advertiser a service fee or a percentage of spend for the use of this Facebook integration.

Technical Documentation

Click the links below to read each relevant section of our technical documentation.

Understanding Access Tokens
A quick introduction to the OAuth2 and access tokens. Learn what an access token represents in the context of your platform.

Access Token Handling
How to refresh access tokens, long-lived tokens and store access tokens.

Payments
Full details of our self-serve payment model, including responsible parties, rates and percentages and payment credentials.

Ad Account Ownership
All about account ownership, such as who owns it and what type of accounts can be used.

Assets
More on Page ownership. The Facebook Page will be owned by the SMB. The images, videos, custom audiences, and other ad account specific objects can be owned by the you.

Business Manager
Business Manager helps you control, share and access your accounts, Pages and other assets on Facebook.

Generating Previews
Details on creating previews to up-sell Facebook ads.

Technical Implementation

We encourage you to think about your key verticals, business objectives and products as you begin to plan how best to integrate Facebook into your platform. We offer two integration models:

  • Self-serve (SaaS), in which advertisers and page owners manage their own Facebook campaigns and page content through an interface built into your existing product.
  • Managed Service, in which you (the integrating business) can buy & manage ads on behalf of your advertisers.

It’s important to note that you are not required to commit to one specific integration model. Many businesses choose elements from both models when designing the integration that will best serve their goals and client expectations.

Managed Service Technical Implementation

An Introduction to Managed Service Playbook

The Managed Service (do-it-for-me) Playbook is ideal for partners who want to provide end-to-end ads management service for their clients. In this managed service playbook, the partner buys and manages ads on behalf of advertisers through Business Manager.

Diagram of managed service account structure:

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Asset Ownership & Permissions

Asset Partner SMB Advertiser
Ad Account Admin Permission Optional: Analyst (read only)
Facebook Business Page Advertiser Permission Admin Permission
Custom Audiences Admin Permission (no role)
Conversion Pixel Admin Permission (no role)
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Billing

In this model, Facebook will bill you (the Partner) for your SMB advertiser’s ad spend. You, in turn, will charge the SMB advertiser since you admin their account. You can choose to charge your SMB advertiser a service fee on top of the Facebook ad spend for the usage of this Facebook integration.

Technical Documentation

Understanding Access Tokens

A quick introduction to the OAuth2 and access tokens. Learn what an access token represents in the context of your platform.

Ad Accounts Owned By Partner

Explaining ad account ownership in the managed service model.

Payments Under Line Of Credit

Handling all payments under a line of credit tied to your business. Making it easy to attach payment to an ad account.

Assets

Pages should be owned by your advertisers.

System User Access Token Handling

Being able to assign your system user as an advertiser on a page.

Generating a Preview

Details on creating previews to up-sell Facebook ads.

 

Business Manager Best Practices

Screen Shot 2015-08-25 at 4.31.56 PM
Using this integration model requires a unique Business Manager configuration.

We recommend you utilize multiple implementations of Business Manager to keep the account and pages structure separated:

  • One Business Manager for the assets (accounts & pages) of your clients & advertisers
  • One Business Manager for your company’s own corporate marketing accounts & pages

You can setup and access Business Manager here: https://business.facebook.com/

As you will be the proxy for your clients in this integration model, we strongly recommend that you familiarize yourself with the different roles and access levels built into Business Manager.

Payment & Billing:
If you have already have a credit line established with Facebook, we suggest associating it with your Business Manager. Doing so will automatically add any new ad accounts that you create to your existing credit line.