As a marketer, you probably already know that Facebook advertising has taken storm in the online world. And unless you jump on board you give your competition a huge leg up. So in order for you to really conquer Facebook advertising, you need to fully understand the Ads Manager, formerly known as the Power Editor.
The Ads Manager is a tool designed for larger advertisers who need to create lots of ads at once and have precise control of their campaigns.
Essentially, it’s a killer tool when it comes to social media marketing. Follow these 6 steps to master the Facebook Ads Manager (and here’s a primer on how to edit social ads as well).
1. Know the Character Limit
As you may know, the Ads Manager has quite a few restrictions when it comes to your ads, especially with text. You’re limited to only 90 characters.
The Ads Manager, though, gives you so much more freedom.
You have a significantly increased character limit, with 500 characters on desktop and 110 characters for mobile.
This is perfect for marketers and copywriters because it gives them more room to craft the perfect message.
2. Make Sure You Have Ad Basics Down First
In order to master the Facebook Ads Manager, you need to first master ad basics.
That means you need to understand just how important it is to use engaging images, catchy headlines, and strong CTAs that convert. So a great first step is to research other Facebook ads that have done really well. Here’s an example of one that we did for a client that got great results:
The catchy headline, “Want floors so clean you could eat off them?” along with the strong monetary offer of $29 carpet cleaning special caused this ad to bring in quality leads for our client. In less than a month, this campaign had already generated 25 conversions.
3. Manage Your Page Posts/ Analytics Through the Editor
This is one of my favorite features. The Ads Manager shows you all kinds of analytics about the different posts on your business’ Facebook page that you really can’t get elsewhere. You’ll see the reach of your posts, engaged users, and how many people are talking about your company. Compare each ad side-by-side and see which ones deliver the best results.
The important thing is to learn from this data. Analytics are great, but if you aren’t changing or learning from them then you might as well not even use it. Let the analytics guide you towards better future ad performance.
4. Take Full Advantage of All Its Features
The main reason Ads Manager can seem so foreign is that it’s unfamiliar.
The Ads Manager makes it very simple to shift through your different ads with ease. Let’s say you have a campaign with several different ads. In order to check on those ads, you no longer have to open an entirely separate window like you do in Ads Manager. This allows you to optimize, review, and research all under one umbrella so you can really get into the nitty-gritty of your marketing efforts.
5. Make Sure You Know How to Get Niche with Your Targeting
You put a lot of effort and time you put into your ad research and creation. Now you want to make sure the right people see your ad.
That means you need to understand your audience settings and targeting metrics. First you’ll research your target audience, which can be seen through Google Analytics’ Audience data.
You’ll also want to look at your current clients and see what traits overlap there. These are the factors you’ll want to target with your audience setting (gender, sex, interests, behaviors, and so on).
6. Utilize the Reporting Features
This feature is really cool. It allows you to capture all of your campaign information and export it into a beautiful report. This is especially great for marketers who want to send Facebook ad results to clients.
The reporting features show insights such as cost per conversion, total spend on a campaign, the reach of your campaign, frequency, impressions, unique clicks, and more. You can customize which of these insights you’d like to capture. This is useful because it allows you to monitor certain aspects of your ad performance so you can determine what you want to optimize.
Also, make sure you are looking at the metrics that are important to your objective. If you’re running a campaign to increase page likes, you might not be as concerned about CTR or conversions. But if you’re running an ad to sell a product or service, you might not care as much about page likes or impressions as much as you would clicks. So when you’re viewing the spreadsheet, monitor the insights that are most important to that specific campaign.
Marketers tend to have a love-hate relationship with Facebook. But that’s because we all know just how important it is for business. To become great at paid acquisition, you’ll need to be able to conquer the Facebook world. And a huge part of that includes the Ads Manager!
If you have any questions on how to get started with your next campaign, drop a comment below – let’s brainstorm together.
About the Author: Mike Arce is the founder and CEO of Loud Rumor, an online advertising company for small businesses. Mike has a passion for local businesses and helping them grow. He has spoken for companies like Infusionsoft, the Better Business Bureau, ASBA, Local First and more!
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