Facebook Allows Advertising Accounts to Have Multiple Users [Updated]

Today, Facebook began to allow multiple personal accounts to be granted permission to access a single advertising account. Previously, an advertising account or campaign could only be accessed by a single personal account. This prevented cooperative management or transfer of control of an ad account, and led many advertisers to technically violate the Facebook terms of service by creating fake, generic personal accounts whose login info could be shared or reassigned.

[Update, 7/21/10: Some readers tell us that they’re not getting access yet. Here’s what commenter Aaron says he heard from Facebook support: “Unfortunately it’s still not ready and I don’t have a time frame as to when it will be available. I really apologize for the inconvenience and appreciate your patience as we try to get it rolled out to advertisers.”]

The new addition has been one of the features most heavily requested by advertisers, we’ve heard, and will pave the way for orchestration of complex advertising campaigns by multiple managers working in parallel.

The original owner of an ad account may now “Add a User to This Ads Account” and assign them an access level, including “General User” with full control, or “Reports Only” which merely allows for monitoring of results but not editing of campaigns. In the text, Facebook reassures managers that adding others to a shared ads account won’t give anyone else access to their personal profile or other ads accounts they operate. This relieves privacy concerns, both personal, and for companies who share an ads account manager with other businesses.

Managing large ad campaigns, especially without an API tool provided by Alchemy, ONE Media Manager or another third party provider, can be an incredibly involved process, often more work than a single person can handle. By allowing managers to share the work, ads accounts can have someone managing around the clock, or have specialized experts for tasks such as ads creation, targeting, or bid management. Without this new feature, fake accounts were often created so if a manager left a company, their ads account could be reassigned. This violation of the the Facebook TOS opened these accounts up for suspension, which could cause a disastrous halt of advertising campaigns (although it’s not clear how often Facebook enforced the issue against advertisers). By making shared ads accounts possible, Facebook increases stability and confidence in the ads platforms, solidifying it as serious component of any digital advertising campaign.