If you’re managing a large number of Facebook advertising campaigns, Facebook Power Editor offers a number of advanced options that aren’t available in Ads Manager. Yet, it seems that many marketers are still being lured by the simplicity of the ‘Boost Post’ button.
For those that haven’t used it before, Power Editor is a free Page and ad management tool from Facebook that can be downloaded using Google Chrome. To use Facebook’s own words:
“Power Editor is an advanced tool that helps businesses efficiently manage multiple campaigns and ads on Facebook. You can create, edit, manage and optimize ads, campaigns, and Page posts in bulk, across a large number of different ad accounts and Pages.”
If you’re still using Ads Manager, here are seven reasons why you should make the switch and download Power Editor today.
1. Device targeting
Ads Manager lets you choose whether to advertise in the Newsfeed or the Right Column, but what if you’re specifically looking to target mobile devices or desktop Newsfeeds? You may be advertising a url that isn’t mobile compatible or only compatible with certain devices, in which case you’re wasting a good proportion of your budget if you aren’t excluding those devices from your audience. Similarly, mobile ads may produce a much greater return, so why waste money on desktop?
On top of this, if the advert asks people to download an app or large file it should only target users connected to wifi rather than using their mobile data.
2. Custom audiences
The self-service tool lets you target by demographics and interests quite effectively, but with Power Editor you can now upload customer lists using email addresses or phone numbers. This means you know exactly who you are targeting based on their purchase history.
You can also use ‘lookalike audiences’ – which are users that are similar to your customers – or ‘partner categories’ which are based on data collected outside of Facebook by Acxiom, Datalogix and Epsilon and match store purchases with Facebook profiles.
If you want to use the same targeting for future ads, just save your target audience and you won’t have to start from scratch next time around.
3. Image library
All the images you’ve ever used in your ads are waiting for you in one place, making it easy to reuse them and compare performance.
4. Optimized bidding
The standard bidding options for Facebook adverts are CPC, CPM and Optimized CPM. I’ve had some good results using Optimized CPM in the past, but in Power Editor you can manually optimize bids for clicks, reach, social (the number of times your advert is shown to people through their friends) or actions (likes, comments, shares, app installations).
5. Advanced objectives
The standard advert objectives include Clicks to Website, Page Likes, App Installations and Post Engagement, but Power Editor lets you get more specific. For example, ‘Page Post Engagement’ lets you choose whether you want Sponsored Stories about people liking your Post, commenting on your Post or sharing your Post.
6. Bulk importing
Anyone familiar with A/B or multivariate testing will know the huge difference small variations can make, and this is one of the real strengths of Power Editor. You can use Excel to create dozens of variations by tweaking the wording, image or target audience and upload them to Power Editor in bulk. There’s also a handy ‘duplicate’ button within the platform itself.
7. Get new features first
When Facebook release new advertising options, they tend to be released on Power Editor before being rolled out to Ads Manager. Fingers crossed for video ads soon!
The standard Ad Manager tool is great for those dipping a toe into the world of social media advertising, but to get the most out of Facebook adverts Power Editor is a must. Avoid the temptation and stay away from the ‘boost post’ button.