With its over one billion users worldwide, Facebook represents a pool of prospects for businesses everywhere — provided that they know how to reach them.
One way that businesses can reach this consumer pool is to organize a network-wide advertising campaign through Facebook's new Ad Manager, a business-oriented platform that allows companies to create, edit, and monitor social campaigns.
This article will introduce you to the basics of Facebook Ad Manager and give you tips on how to use the platform to its full potential.
Whether you're looking to do sponsored publications, run a contest, or simply promote a page or product, Facebook offers several options for business advertising. Like other social networks (Twitter, for example), it is a medium that can be used by companies to enjoy better visibility.
Social networking campaigns offer several advantages for companies, including increased page visibility, budget control (pay-per-click and fixed budget options are both offered on these networks), and the ability to specifically target an audience based on age, gender, location, or hobbies.
You can learn more about organizing social network advertising here.
Why Use Facebook Ads Manager?
With so many options to choose from, why choose Facebook Ads Manager for your campaign? In short: Facebook's interface meets several needs.
First and foremost, Facebook's Ads Manager is comprehensive. It provides companies with a holistic overview of their campaigns without having to jump from platform to platform. Any and all publicity created by the same account are stored there. This can be especially useful for any professionals who need to manage campaigns across multiple pages.
The Ads Manager platform is also very straightforward. The platform offers companies the ability to compare ad performances, providing data on results, scope, cost, and how closely the budget was followed. This allows companies to adapt future campaigns or to measure the cost per click based on learnings.
Ads Manager is also time saving. It compiles advertising reports, statistics, and performance measurements onto one single interface, making KPIs and other statistics much easier to analyze.
Finally, Facebook Ads Manager is mobile — the interface is accessible on desktop, but it is also available for mobile download on iOS and Android.
Ads Manager Features
Starting an advertising campaign on Facebook is possible by clicking any of the boost buttons directly on a page, clicking the Create an Ad feature on Ads Manager, and/or accessing page publications via Ads Manager and then clicking "Boost."
In all cases, advertisements are accessible and detailed in the advertising manager.
How To Use Facebook's Power Editor
The Facebook Ads Manager tab aggregates all of a company's latest campaigns. They can be filtered according to the state of distribution (completed or ongoing), their performance, their scope, or their costs.
Power Editor is a dedicated tool for advertisers who want to manage several major campaigns. It is highly recommended for larger-scale campaigns. Here's a quick breakdown of the filters available:
Filter depending on the distribution (active campaign, planned, pending review, inactive, completed, deleted, etc.);
Filter depending on the objectives (clicks to the website, engagement with publications, engagement in the implementation, lead generation, downloading an app, Like records, local promotions, video views, etc.);
Filter according to the type of purchase (cost per click/auction, fixed price, etc.);
Filter according to the advertising placement (news feed on desktop or mobile, right column on computer, Instagram, etc.);
Filter according to overall performance (cost, impressions, reach, results, etc.).
Power Editor Measurement Tools
Ads Manager provides several tools that can help professionals analyze campaign performance and better understand the statistics.
Advertising Reporting includes the creation and export of performance reports. Graphs and tables can be customized according to a range of dates, or specific measures (commitment, video, website, application, etc.). Custom Conversions allow for the monitoring of specific actions on the company website using a special Facebook pixel (i.e. follow the path of a user on the company website until the completion of the shopping cart).
Management of Resources
When it comes to resource management, Ads Manager aggregates several useful resources for creating advertisements.
Audience management includes information related to audiences targeted in previous campaigns, the addition or subtraction of audiences from a current campaign, as well as additional support.
Image management includes information about photos or resources uploaded to pages linked to the account and used for campaigns. Images can be sorted according to their seniority or their format. New images can be downloaded directly on the interface.
The summary of expenditures, future bills, and registered means of payment are available in a dedicated tab. A spending ceiling can also be determined.