Generate more leads and inbound calls from Facebook: Understanding the basics of Facebook for business

There are 1.2 billion people that log into Facebook each day. We’ll go so far as to guess that you are probably one of them –– along with your friends, family, coworkers, and most of your high school graduating class.

But what about your business?

According to BIA/Kelsey, an estimated 18+ billion calls will be placed to companies that advertise on Facebook in 2018. That’s more than 18 billion opportunities to find a lead, make a sale, and create a lifelong customer.

Integrating your Facebook Business Manager and Ad Account with CallRail make it easy to track the success of your advertising campaigns and see what is driving the most calls from Facebook.

Before you set up our dynamic Facebook integration and start getting calls and inbound leads from the largest social media platform on the planet, let’s go over a few of the basics.

Facebook business tools: Business Manager, Pages, and Ads

Business Manager is where business is done on Facebook. This extension to your Facebook profile allows you to add your business, connect with customers, advertise on Facebook, manage leads, and more. You’ll use one login to access both your personal Facebook page and your Business Manager account. You can also add multiple businesses to your account and manage them all with one login.

Facebook Business Manager setup screen

Once you’ve created a Business Manager account, Facebook will prompt you to create a page for your business along with an ad account.

Creating a Page for your business on Facebook allows you to give your brand its own voice on the site and connect with the people who matter most. According to Facebook, there are more than 60 million active business Pages on the platform today.

Your Page serves as your business’s public profile on Facebook and should be treated like a storefront that welcomes new and recurring customers alike. If you already have a Facebook page for your business, you can use Business Manager to add that page to your account and even request access to other pages that you manage but do not own.

Facebook Business Manager and Pages are accessible from the drop down in the main menu

Your Facebook Business Manager accounts and Pages are accessible through the drop-down at the top right of the Facebook interface, next to your notifications and messages.

Finally, you’ll add an Ad Accountto your Facebook Business Manager in order to start advertising your business to audiences across Facebook.Much like your page, this ad account will live under the umbrella of Facebook Business Manager. You can choose to create a new ad account, add a previously owned ad account, or request access to another person’s ad account to use in your Business Manager.

Facebook requires you to set up both a page and ad account before you are able to create most types of advertisements.

Looking to get more out of your existing Facebook Ads? Check out our recent webinar.

Facebook Ads vs. Boosted Posts

Facebook gives you the freedom to advertise your business however you see fit. Whether it’s stunning video, a captivating slideshow, an interactive product carousel, or any other number of options –– there’s an ad format that likely caters to your business. Once you’ve set your sights on the ad that is right for you, Facebook will ask about your marketing objectives and who you are targeting with the advertisement. The last step is to set an advertising budget and choose where you’d like your ad to appear. These options include Facebook’s desktop website, mobile app, Instagram, partner sites, or all of the above.

A look at Facebook Ads platform.

Facebook’s Ad platform offers a variety of different marketing objectives to choose from when creating a new advertisement.

Beyond standard advertisements, Facebook gives you the option to pay for a ‘boost’ on most posts published by your business page. Boosted posts put your business in front of more people and help you reach those who might want to see your content, but don’t follow your page. Boosted posts are advertisements that focus on driving engagement to your page and getting Facebook users interested in your business without ever leaving the site.

If your goal is to drive more calls to your business, CallRail tracking numbers can be added to both regular advertisements and boosted posts.

Measure your company’s Facebook performance with CallRail

CallRail’s Facebook integration sends call, text message, and form submission data to your Business Manager account so that you can easily connect Facebook Ads to conversions. Before you can fully integrate with CallRail, you’ll need to create an offline event set for each of the interactions you’d like to track.

Enter Calls as the name of your offline event set for calls.

Enter Text Messages as the name of your offline event set for text messages.

Enter Form Submissions as the name of your offline event set for form submissions.

A quick heads up: offline event set titles are case sensitive. If entered incorrectly, your conversions may not report to Facebook.

Learn more about integrating CallRail with Facebook in this help article.

While configuring your new offline event sets, Facebook will by default assign each set to any new ad accounts you create. This saves you time by measuring calls, text messages, and form submissions to each of your campaigns as you grow your business.

A look at setting up new advertisements in Facebook Ads

Facebook assigns every offline event set you create to each new ad account you set up in Business Manager by default.

Facebook’s robust business features can feel a bit overwhelming at first, but a firm grasp of the basics is all it takes to find success as a marketer on the world’s largest social media platform.