Understanding Meta Ad Assets in One Article

To start Facebook advertising, you first need a Facebook account.

Basic Knowledge

A Facebook personal account represents an individual identity. It is used to manage and create all the assets needed for Facebook marketing and advertising. Facebook requires each person to create only one real account.

About registration:

1. Registering with a phone number is recommended.

2. Use a clean IP for registration.

3. Fill in real identity information.

For multi-account login/registration, we recommend:

Adspower + Bright Data

Account types overview:

1. Based on the country/region where the account was created, Facebook accounts can be classified as different regional accounts, e.g. Taiwan accounts, European accounts, US accounts, etc..

2. They can also be classified by registration age into new accounts and old accounts. Stable, durable accounts are called durable accounts, usually with many friends. They can be used to create Pages, manage BM, etc. An account that manages many Pages is called a Page-manager account.

3. If your Facebook account has Marketplace functionality, we call it a Facebook Marketplace account. Marketplace accounts can be used to sell items and do second-hand trading.

4. If the account has the Dating feature, it is called a Dating account.

5. There are also hacked accounts, which we call "big black" / "small black" accounts. Big black means high activity; small black the opposite. People running FP (fraudulent product) ads like to use them.

6. In contrast, white accounts are self-registered, either manually or in bulk by machine.

7. If your Facebook account is registered as a developer, it is called a developer account. Developer accounts can create Facebook Apps or apply for API access.

8. Some Facebook accounts support directly contacting Facebook's official business team via online chat or phone for 1-on-1 ad help. We call them support-chat accounts (they can initiate Support Chat).

9. Meta recently rolled out blue-verification for individuals; we call these Meta-verified accounts.

Facebook Pages

If you want to represent a public identity, business, or brand, you need to create a Facebook Page, also known as a fan page.

A Page is used to publish your brand content, updates, live streams, events, and to act as your advertiser identity. It attracts fans and potential customers — think of it like a WeChat Official Account.

A Page is created and managed by a Facebook personal account. You can also invite other Facebook accounts to help manage it. Invite other admins at: https://www.facebook.com/settings/?tab=profile_access

Facebook Page categories:

1. Pages created long ago are called old Pages.

2. Pages with many fans are called 1k-fan Pages, 10k-fan Pages, etc.

3. Pages have been upgraded to the new Page experience; previously created ones are called classic Pages. The only real difference is the UI.

4. If your Page was restricted from advertising but you appealed successfully, we call it an appealed Page or unrestricted Page. Such Pages are less likely to be restricted again. (Ad-restriction does not affect normal Page use.)

5. If your Page's live room can be "boosted" and the boost feature is enabled, we call it a boost-capable Page.

6. Every Page has a customer feedback score; a 5-star Page is called a 5-star Page. These Pages tend to perform better ad-wise.

7. If your Page represents a major brand or public figure, you can apply for blue verification. Blue-verified Pages usually face no ad restrictions and can directly promote live rooms.

A Page can be linked to an Instagram business account; you can use Meta Business Suite (MBS) to sync Page posts to Instagram.

It can also be linked to a WhatsApp Business account, so users can contact you via WhatsApp. Each Page can be linked to only one Instagram and one WhatsApp at a time.

Ad accounts typically have these attributes (whether personal or business):

0. Make sure Account Content Quality is normal, i.e. the ad account is not restricted.

1. The ad account's timezone — matching the region/timezone improves ad performance.

2. The ad account's currency.

3. Payment method: prepaid or invoiced.

4. Whether tax is required (Pay Tax).

5. Each ad account has a daily spend limit, i.e. Daily Spend Limit (DSL). New accounts usually start at $25, then go to $50, $250, up to No Limit.

6. For credit-card-billed ad accounts, there is a billing threshold (Threshold). It starts at $2, then $5, $25, $250, $450, and can go up to $900. Some people exploit this to dispute ad charges.

7. Whether the ad account restricts the Pages and domains it can run ads on.

https://www.facebook.com/accountquality/

Facebook Personal Account Categories

1. Some Facebook personal ad accounts support Alipay top-ups; we call them Alipay-topup accounts, or prepaid accounts.

2. If your Facebook personal ad account was restricted and you successfully appealed, we call it an unrestricted account (or green-badge account, XMDT, 956 second-appeal account). If restricted and appealed again, it becomes a third-appeal account or 902 third-appeal account. The more appeals, the more durable. These are very popular in the market and can be used directly to create/manage Pages and BM, or to run ads and manage business ad accounts.

3. By DSL, accounts are classified as semi-limited accounts ($250 or $350 DSL), high-limit accounts ($450 or $1500 DSL), and no-limit accounts (usually up to $5000). Because they have spending history and billing records, these are usually durable and run ads smoothly — they are best-sellers, called billing accounts.

4. Accounts produced via hacking that carry an ad balance are called balance accounts. They are sold at a discount, also called discount accounts.

5. Accounts whose ad functionality is restricted but can still run ads are called immortal accounts. This bug has been fixed by Meta and no longer exists.

If you publish a post on a Facebook Page and want to expose it, you can click "Boost Post" to advertise it.

Facebook will then automatically enable/create a personal ad account with the same name as your Facebook account.

Personal ad account issues

A newly created personal ad account typically has these issues:

1. Payment method is usually limited to credit card (dual-currency VISA).

2. Daily spend limit (DSL) is usually $25 (initial).

3. Brand-new personal ad accounts are less stable. Suitable for sellers who want exposure and some traffic.

4. Personal ad accounts sometimes deliver better ad performance and lower cost.

If you don't have a dual-currency VISA, you can apply for a virtual credit card here (real-name required):

https://invite.vmcardio.com/#/login/register

Facebook Business Accounts

If you want higher or unlimited DSL and a stable ad account, you need a business ad account.

Business ad account pros, cons, and attributes:

Pros:

1. The ad account is more stable; if banned, you can ask your account manager to appeal.

2. Business DSL comes in two flavors: standard accounts at $450 and gaming accounts at $1000. In practice there is no real cap — only per-ad-campaign budgets are limited. You can spend as much as you top up.

3. Gaming accounts have no domain restrictions.

4. Top-ups support WeChat Pay, Alipay, WorldFirst, etc.

5. If the account is banned, the ad balance can be transferred to a new ad account.

6. Business ad accounts usually come with a rebate, ranging from 3% to 15%. Minimum spend threshold: $50,000.

Cons:

1. Restricted to specific Pages.

2. Standard accounts restrict the domains (websites) you can advertise.

3. Top-ups support transfer only, no refunds.

Facebook Business Manager (BM)

When you apply for a business ad account through an agency, Facebook will automatically create a Business Manager for your Facebook personal account. Abbreviated as BM.

Business ad accounts must be bound to a BM before they can be used.

Create a BM (creation URL: business.facebook.com/overview)

Each Facebook personal account can create 2 BMs. If you hit the limit, you can purchase one.

BM is created and managed directly by a Facebook personal account. A BM should be managed by at least 2 Facebook accounts.

Business Manager (BM) introduction:

0. BM advertising functionality can also be restricted.

1. Manage all Facebook ad assets: ad accounts, Pages, Instagram accounts, WhatsApp accounts, website domains, Pixels, Apps, audience data, ad creatives.

2. You can also create ad accounts and Pages inside a BM.

3. Ad assets in a BM can be shared with other BMs (which then act as "partners"). This protects the assets in your own BM. The most commonly shared assets are BM ad accounts, Pages, and Pixels.

Business Manager (BM) classification:

0. Older BMs are called old BMs.

1. By the number of ad accounts a BM can create and each account's DSL, BMs are classified as BM0, BM1, BM5, BM10, BM50, BM2500, etc. The number = how many ad accounts can be created. Others use BM50, BM250, BM1500, BM NO LIMIT to refer to the ad account's DSL.

2. A BM's advertising functionality can be restricted. A BM that has been restricted and successfully appealed is more stable — we call it an appealed BM or unrestricted BM.

3. BMs can go through business verification; verified BMs are more stable, called verified BMs. If you can't do verification yourself, you can buy one. The most popular in the market are US, French, UK, and Italian verified BMs.

4. A BM whose ad functionality is restricted but can still run ads is called an immortal BM. The bug has been fixed by Meta.

5. BMs that meet specific criteria can apply to become Reseller BMs (PCBM). PCBM is very robust and hard to ban — think of it as a whitelisted ad account.

BM ad accounts:

0. BM ad accounts have no domain or Page restrictions.

1. A new BM can usually create only one ad account with a DSL of $25.

2. Ad accounts created here usually support only credit-card payment.

3. Ad accounts inside a BM don't affect each other. Ads-1 being restricted doesn't impact Ads-2.

4. As you spend more on ads, the number of ad accounts your BM can create grows, and so does the DSL.

5. If you want your BM to create 10, 50, or 2500 ad accounts, use a verified BM to "farm" ad account count and DSL.

6. When your BM becomes BM100 or BM2500, the BM ad accounts become very durable and DSL is unlimited. Some teams specialize in using BM100 or BM2500 to share BM ad accounts with others. These are sometimes called "overseas accounts".

BM2 can use ad assets authorized by BM1.

Whitelisted accounts:

If the above ad-account DSL still doesn't meet your needs, or you're constrained by Page count or domains, you can apply for a brand whitelist account through your agency. Requirements:

1. Brand, business entity, etc.

2. Monthly spend of 500,000 USD.

3. Compliant products (some policy violations are tolerated, ~20%).

Some exploit this loophole to open so-called "domestic three-no-restriction accounts" for others.

Related reading

• Managed social ad accounts for IPTV marketers
• Facebook Business Manager (BM) setup guide