Facebook Guide to Mastering the Power Editor

Going Pro With Your Advanced Campaign Strategy

WTF is a Power Editor?

Power Editor is an advanced tool for managing ads on Facebook. Essentially, it is a Google Chrome plugin that allows advertisers to download data from the Ads Manager and upload to create multiple campaigns, ads and ad sets. Power Editor is used mostly by experienced advertisers and agencies managing multiple, complex campaigns, often among multiple accounts.

Be sure you are well seasoned working with Facebook Advertising Basics and Intermediates before diving into Advanced campaigns, or, have a trusted, seasoned admin who is capable of managing advanced advertising campaigns on your behalf.

WTF is the Difference Between the Power Editor and the Ads Manager?

While creating a campaign, it’s likely you won’t notice much difference between using the Power Editor and the Ads Manager. In the breakdown of setting up your first campaign below, look for (PE Exclusive) labels to highlight these Power Editor exclusive features. For a quicker, more in depth overview, here is a list of all Power Editor exclusive differences:

• Duplicate Campaigns: Unlike the Ads Manager, the Power Editor allows you to quickly copy campaigns, ad sets, and even the ads themselves for repeat usage simply by selecting the DUPLICATE option.
• If you’re copying an entire campaign, all you choose is the number of copies you want to create and whether the duplicates should be active immediately.
• When copying ad sets and ads, you can choose also the positioning into a campaign, eventually into an ad set. You just customize the things you want to change in the copied content and you have your new content.
• Edit Posts: Ads Manager allows simple edits for making small adjustments to say the parameters of an ad. However,If you are looking to make multiple changes among multiple ads, you will want to do so in the Power Editor (so you do not have to manually adjust each ad).
• Load Mass Changes: Ads Manager is used for small, sporadic changes which is smaller in number so the tool tailors to instantly import any changes. In Power Editor, changes are frequent and there are a large number of them. To avoid unnecessary mistakes and the need for ongoing updates, changes are indexed but not laded–allowing the advertiser to perform all desired adjustments, than changes are gradually indexed. Once all changes are agreed to by the advertiser, then they are loaded.
• Run Time-Zone Based Ad Schedules: If you know your audience is only on Facebook in certain times of the day, you can improve your ad performance by showing your ads at those local times. *Tip* Must use lifetime budget option.
• Precisely Control Your Ad Placement: If you are an app developer for example, you can choose to only show your ad on mobile advices while connected to WiFi.
• More Optimization: Additional optimization features exclusively available through the Power Editor are the options for:
• Daily Reach: allows you to bid on impressions (every 1,000 people) but limits their views to once a day.
• Landing Page Views: Deliver ads to those most likely to visit your landing page. |Note| Will require a tracking pixel.
• Bid Strategy: Each bid strategy is suited to specific business goals and comes with tradeoffs. If you care most about cost efficiency, the lowest cost bid strategy is best, but it may be harder to get stable costs as you spend. However, if you care most about cost stability, the target cost bid strategy is best, but may be less cost-efficient. Note that the bid strategies available vary based on your optimization for ad delivery.
• Split Tests: Split audiences of an ad set if you want to test your ad between different groups without posting duplicate content.
• Full Screen Experiences: When designing your ad, you have the additional option to add a mobile landing page that opens instantly from your ad. Start with a template or create a custom Canvas to feature photos, videos or products and encourage action.
• Typically, new advertising features roll out through the Power Editor before the Ads Manager, so you have early access to the coolest new feature updates!

Creating Your First Power Editor Campaign

Remember that all Facebook Ads consist of three elements: campaign, ad set and ad. The campaign is where you set ad objective such as post engagement or website clicks. The ad set is where you select the targeting, budget and schedule for the ad. The ad is where you create the image and body text of your message.

1. CAMPAIGN:

Name the Campaign, Ad set and Ad
Be sure to adjust the targeting metrics and bids within the Ad Set area if you are creating a new one. Also be sure to name your ad set relative to the objective or audience you are testing. |Note| Here you can also set the buying type to Auction (bid) or Fixed Price–Auction is the option you will want cheaper click prices.

Set Campaign Objective

Awareness (Attract)

• Brand Awareness: Reach more people who are the more likely to pay attention to your ads and increase awareness for your brand.
• Reach: Show your ad to the maximum number of people.

Consideration (Nurture)

• Traffic: Send more people to your blog, portfolio or website.
• Post Engagement: Get more people to see and engage with your post or page. Engagement includes: likes, comments, shares, event responses and offer claims.
• App installs: Send people to a store where they can purchase your app.
• Video views: Promote videos that show behind-the-scenes footage, product launches or customer service stories to raise awareness for your brand.
• Lead generation: Collect lead information from people interested in your business.
• Messages: Get more people to have conversations with your business in Messenger to complete purchases, answer questions, or offer support.
• Page Likes: (PE Exclusive) Increase overall page likes (follower base).
• Event Responses: (PE Exclusive) Nurture special event campaign ads and monitor its responses.

Conversion (Convert)

• Conversions: Get people to take valuable actions on your website or app such as making a purchase. Use a tracking pixel to track and measure conversions.
• Catalog sales: Create ads that automatically show items from your catalog based on your target audience.
• Store visits: Promote multiple business locations to people who nearby.

Set Campaign Goal

• Link Clicks
• Landing Page Views

2. AD SET:

Traffic

• Website
• App
• Messenger

Budget + Schedule

Budget

Daily or Lifetime: If you want to be sure people will see your ad everyday for a specific period of time, choose the daily budget. If your objective is to control cost, it is recommended to select the lifetime budget.

Schedule

Choose whether to run ads on a schedule by selecting start and end date, or create an ongoing ad that runs all the time. (PE Exclusive) Schedules can also be time-zone based.

Audience

Custom Audiences: Create a new custom audience or upload an existing.

Detailed Targeting: Layer demographics, interests, and/or behaviors to further define your audience. Geo Target by selecting specific locations you wish to zero in on to reach a new market.

Split Audience: (PE Exclusive) Split audiences of an ad set if you want to test your ad between different groups without posting duplicate content.

Placement

• Ads in Instagram Stories (PE Exclusive)
• Automatic Placements
• Edit Placements

Optimization + Delivery

Additional, Exclusive Power Editor Optimization Features

• Daily Reach: allows you to bid on impressions (every 1,000 people) but limits their views to once a day.
• Landing Page Views: Deliver ads to those most likely to visit your landing page. |Note| Will require a tracking pixel. (PE Exclusive)
• Bid Strategy: Each bid strategy is suited to specific business goals and comes with tradeoffs.

Charges Billed

The selected option determines when you pay for your ad. For many optimization goals, you’ll pay each time your ad is served (known as an impression). Some optimization goals also let you choose between impressions and actions (such as link clicks or 10-second video views).

The recommended option shown should balance efficient spending of your budget to achieve your objective with easy understanding of your results.

3. AD:

Choose your Format

• Single image
• Single video
• Carousel
• Slideshow
• Collection
• Full Screen Experiences (PE Exclusive)

Design the Ad

The design area will look differently depending on what objective you select for your campaign, but ultimately this is the area where you will create your headline, description, image, and CTA. Upload your image, insert your headline, description copy, CTA, link, and tracking pixel (if needed).

Image Specs:

• Recommended image size: 1200 × 628 pixels
• Recommended image ratio: 1.91:1
• To maximize ad delivery, use an image that contains little or no overlaid text.