And what is the difference between them?
Getting killer results with Facebook ads starts with knowing everything about the Ads Manager and Power Editor. There are many powerful features, and more are being added on a weekly basis. Knowing all the Hidden features and little-known facts can be a game changer, in your constant efforts to improve the results of your Facebook campaigns.
What is the Ads Manager?
The Ads Manager is the basic campaign creation and management tool. It went through a major update recently, which made it a much more powerful tool than it was before. In the past, most of the powerful features were available on the Power Editor only, but now Facebook is making the Ads Manager and Power Editor more and more alike. Saying that the Ads Manager is still the more basic tool, and most advertisers especially advanced ones still prefers the Power Editor.
What is the Power Editor?
The Power Editor is Facebook’s bulk actions tool, built for more advanced advertisers with multiple campaigns, ad sets, and ads. The Power Editor was designed to make it easier for advertisers to create and manage their campaigns, and make multiple actions at once.
Usually, when Facebook is rolling out a new feature for advertisers, it happens in the Power Editor first (Although lately, it’s getting more even and sometimes they appear on the Ads Manager as well, at the same time).
The downside of the Power Editor is that it’s more complicated than the Ads Manager, especially for beginners and small-scale advertisers, who spend lower budgets, and less time managing their campaigns. The Power Editor also tends to be a bit more “buggy” than the Ads Manager.
If you also advertise with Google AdWords, it’s similar to the AdWords Editor, but you don’t need to download it to your computer.
Ads Manager vs Power Editor – Which one should you use, and what is the difference between them? https://t.co/XWfkWS3bA1
— Oribi (@GetOribi) September 15, 2016
Now, let’s start comparing them, and we’ll let you know how we at Oribi use them.
Creating campaigns, ad sets and ads
Ads manager – The Ads Manager has all the capabilities you need to create campaigns, ad sets, and ads, but it’s significantly slower and requires much more manual work than the Power Editor. The Ads Manager is better for beginners who are still learning how to create campaigns on Facebook, and may find the Power Editor a bit overwhelming when they just start.
Power Editor – Advanced (and not so advanced) advertisers finds the Power Editor the preferred tool for creating campaigns. The Power Editor allows you to do many actions at once, and it’s the faster and easier tool to create multiple campaigns, ad sets, and ads. You can also review the campaigns you created before uploading them, to make sure you are uploading the right things.
The Power Editor also makes it much easier to duplicate existing campaigns and make the required changes in your new campaigns. Simply choose what you want to duplicate, and click the duplicate button:
Then, chose the number of times you want to duplicate it:
Now all you need to do is making your required changes in your new campaigns.
Tip: You don’t actually need to create campaigns, ad sets or ads from scratch. If you already have a campaign with the same objective, duplicate it, and make the required changes on the duplication. For example, if you have an ad set targeting by interests, and now you want to target lookalikes as well with the same creatives. Simply duplicate the ad set, change the targeting from interests to lookalikes, and the ad set name (and URL tags in the ads if you are using them) and upload it. Even Though you can make duplications in the Ads Manager as well, it is faster and easier on The Power Editor.
The winner – Power Editor
It’s easier and faster to create new campaigns with the Power Editor, especially after there’s already existing campaigns.
Editing campaigns, ad sets, and ads
Ads Manager – The Ads manager is good only for making small specific changes in your campaigns. For example, if you want to change the budget or bid in your ad sets. It’s also good for pausing or reactivating campaigns, ad sets or ads. Although the Ads Manager was updated with the ability to make multiple edits at once, it is still not as comfortable to do so as the Power Editor.
Power Editor – The much better tool for editing your campaigns, especially if you have many changes to edit. Making multiple edits is what the Power Editor was built for originally, and it’s still the much better tool for this mission. You can make multiple changes on the Ads Manager as well, but it is easier to do so with the Power Editor.
In the Power Editor there’s not much difference between creating campaigns or editing them after you have your first campaign set up, and now you’re duplicating existing ones.
The winner: Power Editor
As in creating campaigns, the Power Editor makes it easier and faster for advertisers to make changes in the campaigns, especially multiple changes.
Monitoring & optimizing your results
Ads Manager – The recent changes to the Ads Manager made it very easy to monitor the results of your campaigns, and in fact, it is by far the better tool for that, especially combined with extra data of your conversion rates, users behavior and automatic alerts on any change in your marketing performance as in Oribi . The Ads Manager interface contains a few features that make it better for monitoring:
I really like this basic info, that helps me monitor my budget without a need to constantly generate reports.
It gets even better. In an Ad set or ad level, the data is even more detailed. You can see your performance by day (The screenshot is taken from a conversions campaign).
You can also hover a specific day and see its results:
You can also switch to the demographics tab, and take a quick look at your results by your audience demographics:
Or you can see your results by placements:
It’s actually more by platform. The split is between the different platforms, and you can filter it by devices.
Custom columns – In addition to the quick graphs, the Ads Manager allows you to set the columns you see on the interface. You can partially do the same in the Power Editor, but the Ads Manager gives you more possibilities. There are a few preset combinations made by Facebook like, by delivery, by engagement and more, but the most important one is the customize columns. Create your own set of columns by the data that’s important for you.
Click on the columns drop down and choose “Customize Columns”:
The “Customize Columns” screen will pop up with every possible column on Facebook, divided into different categories like performance, engagement etc.
Create a set of columns for each campaign objective, with the relevant columns for the specific objective. For example, a conversions campaign requires you to follow different data than a post engagement campaign
In a conversions campaign, set your columns by all the custom conversions and events you have set up. For example, if you have the events “sign up” and “purchase”, you should set your columns to contain the columns “sign up”, “cost per sign up”, “purchase” and “cost per purchase”.
Breakdowns – See your performance by different breakdowns. Click on the “Breakdowns” and a drop down menu will pop up:
There are three categories of breakdowns to choose from: By delivery, by action and by time. By delivery will give you demographics, placements and time breakdowns. By action will give you a breakdown by actions users did and how he did them. For example, in which device he made the action of the conversion, or on which card of the carousel ad he clicked on. By time is just simple split by date ranges.
Power Editor – This is one task that makes the Power Editor the less efficient tool. The Power Editor shows you the results of your campaigns, but in a less detailed way than the Ads Manager. For example, the Power Editor doesn’t allow you to set your columns by conversions type as the Ads Manager and will show you only the results column that sums up the different conversions type.
The Power Editor doesn’t display quick graphs as the Ads Manager which are very helpful.
The winner – Ads Manager
The recent updates made the Ads Manager a great tool to keep track on your results. Quick graphs and custom columns, helps you monitor your campaigns and pay attention to important issues.
Bottom line: Which one should you use – The Power Editor or Ads Manager?
As our review indicates, the Power Editor is definitely the tool most advertisers should use. The Power Editor is a better tool for creating and editing campaigns, especially for large scale accounts.
If you’re a beginner in Facebook advertising and find the Power Editor a bit complicated, we recommend learning how to use it. It will definitely be worth it. If you won’t spend too much time and money on Facebook ads, you can stick to the Ads Manager, but we recommend to use the Ads Manager only for quick daily monitoring of your campaigns, ad sets, and ads.
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