If you have ever used paid advertising on Facebook (and not the “boosted post” kind), you may have noticed there are a couple of ways to create your ad campaigns – Ads Manager and Power Editor.
While we, as 21st-Century humans, love options and choices, deciding on which platform to create your campaign might be a bit daunting and confusing.
Here are some features and downsides to guide you out of the thorns and (hopefully) help you make your decision easier.
If you are looking to pack a punch with your campaigns and really get into the nitty gritty of it all, then Power Editor is the platform for you!
While Power Editor is more time consuming (and oftentimes very persnickety), it definitely provides more options to the user when creating campaigns. It is easy enough to get to (left column option in Ads Manager) and is local – it won’t make any changes until you click the upload button (which is great if you find that you have made a mistake).
Power Editor provides several more features than its counterpart. With the ability to create multiple Ad Sets with various targeting options (manually or using the “duplicate” feature) you can more easily build out large campaigns and edit these elements in bulk. You can also change optimization, bidding, and budgets for each ad set separately if you so desire.
Additionally, if you are interested in tags and tracking, you are able to add those parameters to each ad creative in Power Editor. This platform also gives you the option to utilize more than one conversion pixel, if that’s what you’re into.
Despite all of this greatness, Power Editor does have its flaws. It is a bit less linear than its colleague and there are many more areas that you might skip or mess up, so double checking your work and making sure all of your data is correct is important.
Power Editor is also a bit like a puppy – it doesn’t always cooperate and sometimes finds ways to crap all over
carpet campaign with its annoying errors and oddisms.
When this happens, refreshing the page is in order and if that doesn’t work you may have to reset the whole program, losing all of your work.
But that probably won’t happen to you! …
More conveniently located (via the “Manage Business” option on Facebook’s main drop down menu), this is the area where campaigns and their data are viewed.
If you are a Facebook marketing beginner, this may be a good option for you due to its step-by-step process of creating a campaign. However, the campaigns you will be able to make are limited in their detail.
Creating campaigns via Ads Manager only allows for the use of one conversion pixel (if you want to report on more than one goal, this could be a problem).
Additionally, you are only able to create one Ad Set (or target audience) and your only option is a daily budget – no campaign or lifetime budget available here.
While there are many details lacking on campaign creation via Ads Manager, there are some upsides.
If you are looking to quickly create a campaign, this is the easier option (works great for Facebook Like campaigns or Video Views). You still have the option to write the copy you want, add a Call-to-Action button, and choose where your ad is shown (Newsfeed, Mobile, Right Column, and Audience Network).
If you want to get in and out quick and don’t need much in terms of audiences, tracking, tags, etc. then the Ads Manager is a sufficient way to get your campaign going quickly and with much less hassle.
While both these options are A-OK, think about the level of detail you want to have on your campaign and the amount of time you want to spend creating it and decide from there.
While Ads Manager may work great for some, Power Editor may be the best choice for more in-depth campaigns.
Whatever you choose – it will be great, because you are great, and it’s that greatness that makes it great.