Facebook Upgrades Ads Manager And Power Editor Tools

In an effort to provide advertisers with more data and to make it easier for them to act on that information, Facebook is making some significant upgrades to its tools for managing ads.

Once the upgrades roll out fully, dealerships who advertise on Facebook will see major enhancements within their ad interfaces. The improvements will increase the congruity of ad creation and editing with data and metrics, as well as the usability and searchability within an account. Both the Ads Manager and Power Editor tools will be upgraded in this initiative.

“We’ve been working closely with marketers and agencies of all sizes to understand what they need to improve the process of buying, optimizing and managing their ad campaigns,” wrote Matt Idema, Director of Ads Product Marketing at Facebook. “These significant upgrades to Ads Manager and Power Editor reflect our commitment to drive measurable business objectives.”

Overall, Facebook’s enhancements appear to be aimed at giving it an edge over Google, its primary competitor for advertising dollars.

“Google has been the unchallenged leader for some time, with perhaps 30 percent of global digital ad revenue,” said John Koetsier, VP of research for VB Insight, VentureBeat’s research practice. “Facebook is much smaller, at maybe 10 percent, but it’s accelerating while Google is decelerating.”

For dealership marketing managers, Facebook’s upgrades will provide more robust methods for data analysis, which will help in refining advertising campaigns on the social media platform to improve efficiency. The new Ads Manager home page shows your account’s total ad spend over the previous week. Marketers will be able to drill down into a campaign, set of ads, or single ad, and they will see a page with a graph that shows performance, audience and results. Advertisers can adjust date ranges and set filters to zone in on how the ad is performing with various subsets of the demographics that they’ve targeted. Conveniently, reports can be saved and emailed to the marketing team at specified intervals. The overall concept is to put data about ads as close as possible to the place where marketers create and edit those ads.

Power Editor provides the ability to create and track many ads simultaneously, and the tool has now been upgraded with a larger layout for creating ads, as well as some enhancements to its bulk editing and search capabilities. The larger layout includes an edit area to provide increased efficiency by allowing for the faster editing of ads. The search feature allows for searching by name or ID, as well as filtering by delivery status or objective. Another nice detail is that a “recently edited” and “recently uploaded” filter will make recent updates easily accessible.

“We want every Facebook advertiser to get incredible value from their ad campaigns, and one way we can help advertisers do that is by offering tools that make ad creation and management simpler,” wrote Facebook in its blog post announcement. “So we revamped both Ads Manager and Power Editor to make it easier to create, optimize and monitor ad campaigns. Starting today, we’re rolling out updated versions of both tools with simplified layouts and new features, so advertisers can get more value with less effort on each campaign.”