Facebook Ads is a system that can take some getting used to. It takes time and patience to set up campaigns, especially once you’re looking at split testing and/or managing multiple campaigns. Facebook’s Power Editor is designed to simplify that process, and we are extremely grateful for it.
Power Editor is, at its core, a tool to create and manage Facebook Ads in bulk. It is specifically designed for those who do large amounts of advertising on Facebook.
Even if you aren’t someone who runs massive campaigns, Power Editor still has some benefits it can offer you. While it can look daunting at first, it can make campaign creation and management a lot easier.
To see some of Power Editor’s unique features, and why you should use it, see the video below.
How to Navigate the Power Editor on Facebook
Power Editor is currently only available on the Google Chrome browser, with mobile devices not yet supported, so if you don’t have Google Chrome, now would be the time to download it. You can get to Power Editor by clicking here.
First, before jumping in head first, you are going to download all of your campaigns and Facebook Ad accounts. You are prompted to do this, which is good. This will give you the ability to edit and manage all of your campaigns—including recreating past campaigns.
On the left side bar, you’re going to get options to change what you’re looking at. This bar is the key to navigating Power Editor.
The Manage Ads button is the first tab, which takes you to a screen where you can flip through Ads, Ad Sets, and Campaigns. As this is a new account, I don’t currently have history of any of these as I haven’t run campaigns yet. We’ll be back to show you how to create and edit ads in Power Editor.
The next tab is the always important Audience tab. This shows your current created audiences, as well as giving you the option to create more and edit the ones you already have.
Campaign Dashboards comes next. This gives you a history of your active and recently completed campaigns. Image Library follows, giving you easy access to all of your images used for Ads.
The rest of the tabs take you elsewhere onto Facebook’s Ad system. Conversion tracking sends you to its regular Facebook counterpart, as does billing, reporting, and account settings.
Create Ads on Power Editor
When you go to create an Ad, click on the plus sign under the Ads bar.
You’ll be asked to file the Ad under a campaign and an Adset, as well as choosing the ad objective and whether you want your buying type to be fixed price or auction.
After you’ve chosen this, you’ll be taken back to your Ads manager, where you can complete and truly create your Ad.
There are three sections you go through while editing your ad: creative, audience, and optimization & pricing. Make sure to go all the way through each section and fill in all the information needed.
The creative section consists of fine-tuning your objective. Since I chose clicks to the website, I chose a blog post I wanted to get clicks to.
At this point, you can choose if you want to use a conversion tracking pixel, and you can either use one you have already or create a new one.
You then decide where you want your ad to appear on the users’ Facebook pages. You can get as specific here as choosing what types of mobile devices your ad will appear on.
The audience section is devoted to helping you find your target audience. You can choose to use one of your created audiences, or you can choose to create new targeting criteria, possibly using tools such as Facebook’s categories or partner categories, which are only available through power editor. For more information on finding your target audience, click here.
Under optimization and pricing, it’s time to make the financial decisions. You can choose between CPC, CPM, and Optimized CPM (with the option of default bids or for you to manually set up bids yourself).
By choosing to manually set up bids, you can control how much you are willing to spend for clicks, reach, impressions, and actions. This is completely customizable and lets you decide exactly how much you want to spend and what results you’re willing to prioritize and pay for.
On the right side of the create-an-ads section, you can preview your ad at any point. You have the ability to view how it look in every format it could show up in.
At any point, you can choose to pause or resume your ad by flipping a virtual switch.
If you’re looking to split test, you can replicate an already-created ad and just adjust whatever it is that you’re split testing, whether that’s audience, images, copy, different pages entirely, or placement.
Select the campaign that you want to duplicate, and click the “duplicate” button, which is right next to the “create an ad” button.
You can then edit away to your heart’s desire. You can use this for split testing (which we always recommend) as well as to save a couple steps if you’re looking to create a different ad with a lot of the same criteria.
After you are finished, do not forget to press “upload.”
This can be found where the original “downloads” button was at the top of the page. Doing so could lose you a lot of work (and patience in the process).
Why Use Power Editor
Power Editor was designed to make advertisers’ jobs easier, and it can once you know how to use it. If you’re looking to split test ads, you can do that much easier by duplicating one ad, editing it, and then running both. Split testing can be crucial to overall success with Facebook.
It saves a lot of time and you don’t have to go through the entire process twice. It was created to be a bulk-ad tool, and it works efficiently as such.
Power Editor’s main allure is its features. Power Editor offers features that regular create-an-ad just doesn’t, such as the extremely useful partner categories.
You can get a lot more specific with Power Editor than you can with Facebook’s basic ad tool.
One example of this is Power Editor’s placement options. Placement is important to Ad success. Instead of the “self serve” create an ad options of desktop, sidebar, or mobile, Power Editor gives you the breakdown of choosing even what mobile devices your Ad will show on. You can get a lot more specific and a lot more targeted. Split testing placement is made easier than ever, too.
Another great example of a feature unique to Power Editor? You actually get to choose bidding strategies. Instead of automatically being paired with optimized CPM, you get to choose whether you want optimized CPM, CPM, or CPC. More than that, you can manually break down exactly what you want to pay for, and how much.
Power Editor can be daunting at first sight, but once you get the hang of it, it makes ad creation and management much simpler. Especially if you are looking to delve deeper and really customize your campaigns, Power Editor could likely be the perfect ad creation tool for you.