Introduction To The Power Editor

18 Oct 2016
Alan Martin

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Have you heard of Facebook’s Power Editor but have no idea what it is or why you should be using it?

With declining reach, organic activity alone won’t cut it anymore, so you need to be at least experimenting with paid ads on Facebook. However if you are not using the Power Editor you will not be taking advantage of the additional flexibility that it gives you and are likely to be wasting a lot of time unnecessarily.

What is the Power Editor?

Facebook’s Power Editor is a bulk ads creation and management tool, usually used by larger advertisers, agencies or advertisers who want access to more advanced features.

I normally explain to my clients that there are three levels of complexity, when it comes to placing ads on Facebook. The easiest way is to click on the ‘Boost Post’ button at the bottom right of every post on your business page. However this should be avoided under most circumstances.

The only time you should ever use the on-page option is when you want more of your current fans to see your post. Although you have other targeting options, for reasons that I don’t have time to go into here, just don’t use the ‘Boost Post’ for anything other than increasing visibility with your fans.

The second level of complexity is the ‘Ads Manager’. All-in-all this is a really good tool which allows you to create and manage ads on Facebook. This is where the bulk of advertisers spend their time and it certainly beats the on-page ‘Boost Post’ button. If you are looking to boost your posts to people who are not already fans of your page, you should use the Ads Manager for that purpose.

If you only run ads now and again, the Ads Manager is likely to be a good match for you, and will allow you to do 90% of the things you want to do, in an easy to follow user interface.

The third level of complexity is the ‘Power Editor’. A lot of Facebook admins are not even aware that it exists or avoid it altogether, but if you want maximum flexibility with your ads and time-saving tools, it is worth spending a bit of time learning how it works. 

You need to be using Google Chrome to access Power Editor!

Here’s how you find ‘Power Editor’ within your Ads Manager.

Alternatively, you can type www.facebook.com/ads/manage/powereditor straight into your browser.

Accessing Facebook's Power Editor

Why should I use the Power Editor?

Unlimited text characters – One of the the main reasons to use the Power Editor is that, if you choose either the ‘Website Clicks’ or ‘Website Conversions’ objectives, you will have access to unlimited characters in your ads. Using the standard Ads Manager, you can only use 25 characters unless you are doing a ‘Boosted Post’.

Access to new features – New features are usually made available through the Power Editor first, so you can be one of the first to try out new ad products. It’s not just about being first to try something new though! New experiences are likely to be noticed more by your target audience, which will not only help improve your conversions but will also help position your company as a market leader.

Bulk uploading ability – If you are creating lots of different ads, the Power Editor allows you to upload an Excel spreadsheet of your ads.

Speed of duplication at any level – For me, this is one of the most important features of Power Editor. The ability to quickly re-create any element of a campaign, whether that be at the ‘Campaign’, ‘Ad Set’ or ‘Ad’ level, is invaluable and will save you a ton of time.

Unpublished posts – Admittedly I don’t use this feature very often, but sometimes it can be useful to create an unpublished post (a post that does not appear on your timeline) and use it as an ad. This would be the case when you wanted to create several ‘Boosted Post’ ads (perhaps targeting different market segments) at the same time but you didn’t want to spam your fans with lots of posts going out at once.

Conclusion

Now you know what the Power Editor is and why you should be using it, it’s time to start ‘playing’ with it to become familiar with how to navigate within the tool and how to create ads. It can be a little bit daunting at first, as it looks nothing like anything you’ve come across so far with Facebook, but it’s well worth experimenting with.

If you want more information on this topic or anything else Facebook ads related, as LeadPages affiliates we are delighted to be able to offer our blog readers free access to their Facebook Ads training course. Click here if you want to check it out!

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