5 Reasons You Should Use Power Editor to Create Facebook Ads

5 Reasons You Should Use Facebook Power Editor

If your experience with Facebook ads revolves around clicking the “Boost Post” or “Get More Likes” buttons, this post is for you.

If the only Facebook ad campaign you’ve created was through the self-serve ad tool, it’s time you start playing with the big boys (and girls).

Stop doing what you’ve been doing. You’re wasting your time and throwing away money. You are shielding yourself from the true power of Facebook advertising.

You need to create all of your campaigns within Power Editor.

Power Editor is a browser plugin created by Facebook as a way to manage and bulk edit ads. Here are five reasons you should be using it…

1. Features

Facebook Partner Categories Power Editor
Partner Categories are only available within Power Editor!

The self-serve ad tool was created for the mainstream marketer. The mainstream marketer isn’t ready for more advanced tools and features. As a result, new features are first rolled out to Power Editor and the ads API (utilized by third party tools) before surfacing on the self-serve ad tool (if ever).

You are too sophisticated for the self-serve ad tool. You want the most powerful features available. You are ready for Power Editor.

Since this is constantly changing, I’m not going to make grand proclamations about what isn’t currently available in the self-serve ad tool. But I will say that the following features are examples of some of the things that weren’t available to the mainstream while first being rolled out to Power Editor:

That’s a ton of features! If you aren’t using Power Editor, you have no idea what you’re missing.

2. Placement

Facebook Power Editor Placement
Desktop News Feed only? Heck yes!

When you click the “Boost Post” button or create a Facebook campaign within the self-serve ad tool, you have absolutely no control over where the ad appears.

Within Power Editor, you can select any of the following:

  • All Facebook
  • Desktop
  • News Feed (Desktop and Mobile)
  • News Feed (Desktop Only)
  • Mobile Only

Any advertiser worth their salt knows that it’s important to split test ads. And a big part of split testing is placement.

The success rate of ads is often drastically different depending on the placement. And the cost also differs accordingly.

So what you should be doing is split testing your ads to determine which placements are most efficient, leading to the lowest cost per desired action.

If you are using Power Editor, you can do this. Otherwise, no dice!

3. Bidding

If you click the “Boost Post” button, you have no control over your bid. It’s automatically Optimized CPM. In fact, you even have very limited options for budgets (you probably know these costs have gone up!).

You could promote the same post through Power Editor and use Optimized CPM, CPM or CPC. You could set your bid for CPM and CPC. You could set a budget of whatever you want.

When setting bids within the self-serve ad tool, your options look something like this:

Facebook Self-Serve Ad Tool Bidding

That’s it.

Within Power Editor, it looks like this:

Facebook Power Editor Bidding

Your options are as follows:

  • CPC
  • CPM
  • Optimized CPM
  • Automatically Optimize for Actions
  • Manually Configure Objectives and Bids
  • Overwrite Default Conversion Specs

That’s right, you have far more freedom to customize your bid — and determine exactly what it is you’re bidding on — with Power Editor.

4. Targeting

When you create an ad within the self-serve ad tool, you have most — but not all — of the targeting options available within Power Editor. As mentioned earlier, some of Power Editor’s features are bound to move over to the mainstream eventually. But you can’t currently do the following within the self-serve ad tool:

  • Create a Custom Audience (you can select one, but it must be created within Power Editor)
  • Create a Lookalike Audience
  • Target by Partner Categories

If you click that “Boost Post” button to promote a post, of course, you have minimal control over targeting. In fact, you can’t even target Fans-only now.

If you instead promote that post through Power Editor, you can focus your ad spend on a very specific audience.

5. Bulk Ad Creation

Create Saved Audience Facebook Power Editor
Saved Audiences save a lot of time!

You can create a single ad within the self-serve ad tool without much problem. The options are limited, but you can get it done pretty quickly and painlessly.

That said, you should be creating multiple campaigns. You should be creating up to dozens of ad variations. You probably know by now that this is a huge pain within that self-serve ad tool.

Not so difficult within Power Editor. The main reason for this is that duplicating ads takes very little time. And you can use Saved Audiences to easily segment your targeting so that you don’t need to waste countless minutes picking countries, languages, interests and more.

Are You Using Power Editor?

It’s no secret that Power Editor is clunky and not particularly user friendly. But if you’re serious about your Facebook advertising, this should be the only way you create ad campaigns (or with a third party tool that utilizes the ads API).

Do you use Power Editor? What other benefits am I forgetting?

  • Bill

    I’ve been using power editor for a few months now. There are times when it is a bit frustrating. I think they can do a better job with the overall look and feel of the editor. I’m not a designer but I think it can be better. Otherwise, using it has saved me some $ and offered me a LOT of options I would not have used if I were just in the normal ad creation tool.

    • Andrew Foxwell

      It’s certainly finicky, Bill. I hear you. I think we’ll continue to see improved performance and quicker updating.

  • Shane Johnston

    I love using the Power Editor too Jon …I’ve mostly been using it to create Page Post Ads in Newsfeed only for both mobile and desktop and can usually get CTR between 2-3%. Do you have any advice on which type of ads are working best for you Jon?

    • Andrew Foxwell

      I’m not Jon, but I can tell you that the best ad units right now on Facebook’s newsfeed are the unpublished page posts or “dark posts.” These page posts you can create in the manage pages area of the Power Editor and and allow you to then do multivariate testing of different creatives and audiences, giving you the best idea of what works.

      Another bonus they provide is the ability to put a link in the ad and optimize for conversions on your website using the Facebook conversion pixel.

      • Shane Johnston

        Thanks Andrew. I’ve heard a lot of marketers are starting to use “dark posts” now for page post ads. What is the advantage to doing it this way vs just creating a visible page post that you create the ad from?

        • Andrew Foxwell

          You bet, Shane. The big benefit is that it allows you to create multiple iterations of a post with different creatives, text, and targeting segments and then find out which ones work the best to which audiences. I have had situations where I’ve had over 100 different dark posts out there, which as a page post on a brand page, I could have never had.

          • Shane Johnston

            Awesome Andrew, I have a campaign right now that this would be perfect for …I’m going to give it a try. Thanks :-)

  • http://antoniocalero.com/ Antonio Calero

    The reasons I’ve heard why many people don’t use Power Editor are 1) They didn’t know it existed or 2) They think it’s too complex to use. My opinion is that, as everything in life, it requires some practice to get the most of it (true) but once you’ve used it a few times I find it quite intuitive and almost a step-by-step guide.

  • http://www.PrimaMedia.com.sg/ Shaun Ling

    nice post! Gonna try that out for my upcoming ads!

  • Stuti

    Hi Jon,

    I tried to set up an ad using power editor but it shows the ad as “pending” and the campaign shows “associated ads have errors”. Even though its been 5 days, I have been grappling to find out the solution. My other ads set up normally, are approved and running. Any idea what I could have done wrong/should be doing to get the ad going?

  • giovanni terzi

    Hi everybody,

    I am Giovanni Terzi, the display manager of an italian startup in Berlin.

    I am using Power Editor since I have started working a pair of month ago.
    Its a useful tool but I have a lot of problems with it; people, who works with it daily, use to say that it is normal but it is driving me crazy!

    1- some of the ads that I delete get deleted and some not! To cancel an ad I select it and i click on “canc” button… sometimes it works, sometimes not.

    2- In order to track my conversions I have plugged in, correctly, a tracking pixel in each ad. but when I export it on Excel I ALWAYS “lose” some of them…
    Step by step:
    1- I create an Ad with PwEd;
    2- I tick the tracking pixel;
    3- I upload it to FB;
    and since now everything is fine and working
    4- (supposing that) I need to modify a few ads, so I export all my active campaigns (in all the possible ways) in Excel and PUFF!!! some of them lose the tracking pixel!

    IN CONCLUSION—> even if everithing is working on Facebook if I just export—->/even without chanching enything/—>bulk-import( no metter if trough a file or cut’n’paste) I ALWAYS lose them!

    I just have to give up, considering that some problems are normals, or it is my fault?

    thank you for your time, best regards, Giovanni.

  • Gavris Matei

    Good post Jon! People like intuitive technology and Power Editor is the opposite. Anyway I use it a lot.

  • Rohit Kelkar

    Try This New Facebook Application to Automate Ad creation, Targeting, Optimization and Analysis & reporting. adSpringr (http://www.adspringr.com) does it all!

  • Michael

    Power Editor is the worst piece of technology we’ve ever seen. 90% of the time it DOES NOT WORK. It hangs, uploads, blank ads, or just crashes. It’s a joke not suitable for serous marketers.

  • Ramanvir sodhi

    Very nice list of Power editor uses.

  • champkris

    Can we insert 3rd party imp tracking pixel in power editor? How?

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