If you’re going to spend money on Facebook advertising, you probably want to manage your ads with as much efficiency and control as possible. Facebook Power Editor is a powerful tool that helps you do so.
What is it?
Once a plug-in that had to be installed, Facebook Power Editor is now located within the ad manager portion of Facebook. The editor is only supported in the Google Chrome browser and can be found at www.facebook.com/ads/manage/powereditor. The Facebook Power Editor can be used to create multiple campaigns. Then within those campaigns, you can create your ads. The editor allows you to have powerful control over your Facebook advertising. For example, the editor gives some useful tools to target your ads to very specific audiences. It also allows for bulk editing of multiple ads.
How do you use it?
Once you’re in Facebook Power Editor, you need to download the account (or accounts) you want to use into the editor. Once the account is loaded into the editor, you can navigate using a side toolbar with options such as the campaign dashboard, an image library of images used in your ads and an audience page. Navigating the editor can be a little tricky, and before seriously delving into using it, you may find it helpful to watch a tutorial video (or a few of them) such as the one by Marketing Genius embedded below:
What does it cost?
Facebook Power Editor is a free tool within the Facebook site. However, you do have to pay for implementing the ads associated with it. The cost of running an ad campaign on Facebook can differ pretty widely depending on the options you choose. Typically, you set your own budget, either a daily budget for a continuous campaign or a lifetime budget for a campaign with a set end date. Then you choose from different types of bidding such as cost per thousand impressions (CPM) (based on how many view your ad) or cost per click (CPC) (based on how many click on your ad). If you want to research more into ad pricing, you can check out Facebook’s official help page on the topic.
What are some of the things you can you do with it?
1. Convenient Ad Creation and Editing
One function of Facebook Power Editor is that it simply makes it more convenient to create Facebook ads. For example, it allows you to create an image library (with a bulk-upload function for importing images) that can be used for your ads. You can also apply actions such as pausing ads to a large number of ads at once. The editor also allows you to import and export data into Excel to save time in your editing process. Additionally, if you create a specific group of people to whom you want to advertise, you can create a “saved target group” and use it for future ads.
2. Custom Audience
Custom audience allows you to choose very specifically to whom you want your Facebook ads to appear. By importing email addresses, phone numbers, Facebook user IDs or app user IDs, you can target your adds to the specific people associated with them. These specific people form a “custom audience.”
3. Lookalike Audience
Once you’ve created a custom audience, you can also create a lookalike audience for your ads. Facebook analyzes your custom audience to create a new “lookalike audience” with similar qualities.
4. Ad Placement
Within Facebook Power Editor, you can control where your Facebook ad will be placed. These options include: All Facebook, News Feed (Desktop and Mobile), News Feed (Desktop Only), News Feed (Mobile Only), Desktop (Right-Hand Column and News Feed on Desktop Only) and Right-Hand Column (Desktop Only).
5. Partner Categories
Partner Categories is a Facebook Power Editor feature available only in the United States. It allows you to target people based on their non-Facebook activity. For example, it allows you to target ads towards people who are strong buyers of certain types of products. Social Media Examiner provides examples of categories such as “pickup truck owner,” “household size of 6” and “healthy & fit.”
How would you apply it to a business?
Using one of the fictional companies for the social media plan project, Max Life Fitness, here’s just a few examples of how the Facebook Power Editor might be useful.
For example, one of the objectives for this client is to build an email list for prospective new customers. Facebook Power editor would allow the business to target these particular users (if they have a Facebook account associated with the email address) through Facebook using a custom audience. Because they already have reason to believe this audience will be interested in their business, this could be an effective use of their advertising dollars.
If Max Life Fitness isn’t happy with the size of its email list and would like to reach other, similar customers, they could use a lookalike audience based on their custom audience.
If Max Life Fitness were to develop an app, they might decide it would be most beneficial for them to advertise only on Facebook mobile. The ad placement feature of Power Editor would allow them to do that.
Partner categories could be extremely valuable to Max Life Fitness, allowing them to very specifically target users who would likely be interested in them. For example, they could target users within the “healthy & fit” category. Their user avatars could be very helpful in helping them choose which categories are the best fit.