In one of the groups, where I offer Facebook ad advice to other Facebook advertisers, This question was asked:
“Do you guys use separate ad accounts for each new client you take on or do you use one account fits all?”
Here you can see my original answer, but I wanted to expand a bit and discuss from my perspective as well as what a client should be concerned about.
First and foremost, Facebook wants a new ad account for each client. It’s described as a “best practice” and is the reason they built the Business Manager and allowed access controls.
Only a few years ago, you would just use a shared login to get into a single company account. Not only is this unsafe from a security standpoint, it makes it inconvenient for the business.
As a client a few things should be of concern.
1. Do you own the data in your Facebook Ad account?
If you are paying a company or person to manage your ads for you, it’s in your best interest to know that you control their access, spending and you own the data and ads.
I’ve head stories where a business would separate from a marketing company and because the Business didn’t own the account, they lost all of their data, history and ads.
When I run ads for clients, I like that they can feel secure knowing the data and ads are theirs. I am happy to manage and control the ads and if/when we part ways the business maintains all of that information that they paid for.
2. Other agencies say something like this:
“Feel free to use the clients ad account if you’re totally okay with giving the client all ads/targeting so they can learn from what you’ve done and fire you in the future with all of your hard earned work on a silver platter.” – other agency guy
Yes this is a chance that I take as a business. That a client might let me set up some awesome campaigns and then stop working with me. I aim to not have clients like this and if I end up with one, I’d be glad to be rid of them.
I know that running Facebook Ads is a very fluid and ongoing project. There is no “set it and forget it” with Facebook ads. So a client “stealing” my work, will only get them so far.
They won’t know what to do when ad fatigue sets in; they won’t know how to sift through the data to really get the most bang for their ad dollars; I could go on, but I think you understand. My point is, I’m not worried about this being an issue.
3. The Pixel: Each Ad account has only one pixel.
The Facebook pixel is a piece of code that you place on your website and or landing pages. When your page is opened, the pixel code tells Facebook that you have arrived. Simple enough.
Whats more important to this conversation is that Facebook is storing data about people who visit this pixel. So each time a person fires the pixel Facebook gathers a bit more data about the “type” of person who visits the page. Its “learning”.
When you have more than one type of account, general business in the same add account it can mess with the data. For instance, If I have two clients and one if a flower shop and one is a pet store and I use the same pixel for both the data will be mixed. While there are ways to separate it out, doing so is less than ideal.
As always this is a case of “Buyer Beware”. As a client, you want to own you data.