Although still considered the most basic platform for creating ads, Ads Manager is constantly being updated. Custom audiences and tracking pixels, which were previously exclusive to Power Editor, are now integrated into this platform. And they're not alone.
The difference is that Facebook often debuts new features in Power Editor before making them available to all its users.
So why should you care about Power Editor?
• It's more complicated than the Ads Manager;
• It only works on Chrome;
• And it's just another tool you have to learn. (bag…)
But the distinction between Power Editor and Ads Manager is a very important step. Simply put, Power Editor is the advertising platform that was developed and targeted towards professionals.
Fully updated for 2014, I've outlined here the differences between it and the Ads Manager, which sets Power Editor apart from a simple self-service tool.
1. New features
Most updates are sent to it first, and not all of them transition to Ads Manager. As a social marketer, you work in a dynamic and extremely fast-paced industry, so you often don't have time to wait. There you can take advantage of the latest features as soon as they become available.
2. Partner Categories
It's a fact that the more targeted your ad is, the better the results will be. And that's what makes partner categories so exciting. Now, you can advertise based on offline purchasing behavior as well, for a more complete picture within your perspective. As of the end of last year, you have over 1,000 categories to choose from.
Do you sell luxury goods? Target categories such as sports car owners and elite luxury hotel clients. Are you in the department store industry? Target the 20-something category plus the unemployed category (why not?).
3. Lookalike Audience“
If you have a good user list, why not have another one? With a "Lookalike" audience, you can pull a list similar to what you already have, meaning it will be comparable to your current marketability. It's two audiences for the price of one!
4. Dark Posts
If you don't have time to publish a post and then boost it as an ad in Ads Manager, consider Power Editor. You can write the post in its own interface and then deploy it as an ad – all on the same platform.
5. Segmentation
With Ads Manager, you can choose to run your ads in the right column or news feed. But that may not be enough.
Your ad link targeting might not be optimized for mobile devices, so you might prefer to have only desktop users viewing it. Or, your message might specifically target a mobile audience, so it would only make sense when viewed on a mobile device. Furthermore, that device might only run on iOS (iPhone, iPad, iSomething).
Power Editor can help you with this.
6. Mass Edition
When you have a wide range of ads or ad sets, and you want to modify them, it usually takes a while if you go the traditional method. This is bad (unless you like wasting time on it)! In Power Editor, simply check what you want to update, and your changes will be applied to all at once.
7. Mass Importation
Similar to bulk editing, Bulk Import gives you the ability to define all your ad settings in an Excel spreadsheet and then import it into the tool. A high volume of ads doesn't have to be a nightmare.
8. Conversion Tracking
If you're not measuring your social media marketing investment, you shouldn't be doing it. Seriously.
Fortunately, Facebook offers conversion tracking through Pixels. They allow you to see if your ad goals are being achieved.
Considering that Ads Manager only allows you to track a single objective – such as downloads, contacts, sign-ups – Power Editor allows you to track your progress across multiple locations. And when you have multiple calls-to-action (BUY NOW!, SIGN UP!, REGISTER!), this tracking and follow-up makes a big difference.
Power Editor conversion tracking (image)
Although the professional tool is the most recommended, it should be noted that not everyone believes you should always use it. Ultimately, you should do what is best for your business, and that decision depends on knowing what differentiates the two platforms.
Facebook updates are constantly arriving, often frequently, so some of these points may change over time, but the general rule remains: Power Editor is designed for professional use, while the Ads Manager is fast and simple..
[slogan]Now it's your turn!Have you used both tools and have a different opinion? Write in the comments below and let's enrich the content!
