Facebook advertising has come a long way since its inception, with new tricks, tips and tools for businesses being added all the time. Every business that advertises on Facebook wants great results, and that starts with knowing what resources are available. Ads Manager and Power Editor have several features and getting familiar with these features can help in your quest to get the results you want with your Facebook ad campaigns. The big question most new advertisers coming into the game ask is Should I use the Ads Manager or the Power Editor?
What Is the Difference Between the Ads Manager and the Power Editor?
While both are used to create ads in Facebook, the Ads Manager and the Power Editor have some differences you should be aware of. Let’s just start things off by saying, both tools can be used to create ads and both have just as good of a chance as the other of having a successful campaign. While they have differences, don’t feel that your campaign is failing because of the use of one or the other. Most of the differences are based around convenience, usability and reporting benefits.
Facebook Ads Manager is more or less what you might consider a basic tool to use for campaign creation and management. It’s really well designed for someone who is just starting out with Facebook ads and just needs a quick and easy way to get started without a lot of fuss and learning curve. In fact, for most businesses, the Ads Manager is a great choice and will get the job done just as well as the Power Editor.
The Power Editor does have a few more advanced tools for those who have surpassed the capabilities of Ads Manager, specifically for larger businesses and agencies who manage multiple campaigns, ads, split testing, etc. Its bulk action options make it ideal for these purposes.
Confused yet? Well, to make matters worse, if you Google search this information, what we found is most of the articles out there are completely outdated. In fact, in comparison blog posts, the features that people claim are only in Power Editor are now in Ads Manager, in some cases less than a year after the article was written. I want to share a few things that I think might stay different for at least a little while.
Bulk Importing Using Excel
If you manage multiple ads for split testing like we do, sometimes more than 100 ads at a time, you may want to quickly import them using an Excel spreadsheet instead of using an interface like Ads Manager or the Power Editor. However, the Power Editor currently is the only option that gives you the ability to import ads (as well as edit and update) in bulk.
In the Power Editor you have an option of exporting a selected set of ads or ad sets to edit as well using the “Import Ads in Bulk” which is used for both uploading the updated file or uploading new ads into the system.
Power Editor Tags for Better Organization
You may find it a little overwhelming if you manage multiple campaigns once those campaigns start stacking up and becoming high in number. With similar campaigns where names may not be a unique enough or noticeable enough, Power Editor has a great feature for organization called Tags.
With tags, you can mark each campaign with a specific tag or category you can customize to your liking to help organize your ads. For example, we may run a new campaign to push our blog posts that we share to Facebook. Since we publish blog posts weekly, you can imagine how these campaigns may start to stack up and be hard to find later. To make matters even more complicated some of our blog posts may be promotional, internal company news, social media tips or general business information. We can further this tag option by adding multiple tags.
To tag any campaign, simply go into the Power Editor in the campaign tab and select the campaigns you want to tag by checking the box to the left of any campaign you want to tag. Click the tag icon in the toolbar and when the new window pops up, start entering the name of the tag you want to add for those selected campaigns. Once you’re finished click Apply and your tags are all set.
How do you find those tagged campaigns later? Just locate the Search option in the upper left corner and select the option to search for “Campaign Tag”. Once this option is selected you will be given the option to type in your desired tag to search for.
Saving Changes Versus the Queue
When working in the Ads Manager editing any part of your ad campaign, Facebook assumes you are making a small number of edits at any given time and most likely on a smaller number of ads. Because of this, changes in the Ads Manager are immediately updated using a simple “Save” button and you can see those changes effective immediately.
With the Power Editor, Facebook assumes you are an advanced user and may be adjust multiple ads at a time with frequent updates. To keep things running smoothly and without mistakes, the Power Editor uses a sort of “queue” to allow you to review all of the changes which are cycled through and given a status for the update.
So, Which is the Better Tool for Facebook Advertising?
I bet you were hoping for a straight answer here weren’t you?
The fact of the matter is, the answer to the question is based solely around your goals, objectives and business size. If you are brand new to Facebook ads and just getting your first campaign launched, I would recommend starting with the Facebook Ads Manager. If you are an advanced user running multiple campaigns and split tests, then I’d recommend going with the more advanced features of the Power Editor.
Bottom line is…try both. Decide for yourself which one you are more comfortable using and which one gives you what you need to accomplish your goals.