Picking between Power Editor and Ads Manager is a big deal, especially given how time-consuming it is to learn either platform…let alone both.
Which is why we preach something different from the “inexperienced advertisers should use Ads Manager, experienced advertisers should use Power Editor” lingo that’s become the industry norm.
Instead of focusing on ad budget or experience when deciding between Power Editor and Ads Manager, shift your attention to the following metric: do you plan to track and drive revenue via Facebook?
If you make online sales through Facebook, Power Editor is your default option, although you’ll still need to use Ads Manager to monitor the results of your campaigns.
Here’s a deeper look into each platform, as well as how to structure your upcoming campaigns before you get stuck on the wrong one.
Ads Manager: The Basics
Ads Manager takes around one or two months to learn at a proficient level and is Facebook’s standard ad management platform.
It is highly regarded for its ease of use and instructional guidelines; Ads Manager provides helpful tips that appear in blue throughout the ad creation process.
Put simply, Ads Manager is insanely intuitive.
So intuitive, in fact, that regardless of your choice of platform for structuring and optimizing campaigns, you should always use Ads Manager to monitor campaign results.
For example, ”Customize Columns” is but one integral component of Ads Manager, and should be used to view results for any campaign.
Like I said, it’s really intuitive.
Power Editor: The Basics
Power Editor takes around three months to learn at a proficient level and is a slightly more advanced, standalone platform that uploads ad campaigns to Ads Manager.
It’s beneficial for advertisers who have dozens of advertisements and/or campaigns running at once and need bulk edit options to maximize efficiency.
See how much more compact and to-the-point Power Editor is as opposed to Ads Manager? In a way, Power Editor is a lot like Google’s Compact display density; it takes a lot of information and packages it into something that is slightly more difficult to manage.
But it does more, giving you the tools to create dozens, if not hundreds of similar ads with ease. Things like Duplicate, Quick Edits, and Save Audience that are simply unavailable on Ads Manager.
And even if you don’t import your ads directly to Power Editor — a valuable feature for larger companies — its bulk editing features are crucial to split test ads in a time-effective way, an integral feature for any company looking to drive revenue through Facebook.
Long story short, there’s no way around it: if you plan to make money on Facebook, you’re going to need Power Editor to help make it happen for the features above.
What Are Your Goals?
One of the biggest mistakes I see new advertisers make on Facebook Ads is starting with Ads Manager simply because it is more “beginner friendly.”
There’s no question that it’s important that every Facebook advertiser has a basic understanding of Ads Manager.
However, the notion that all inexperienced advertisers should start with Ads Manager is short-sighted at best and dangerous at worst.
Is it really worth spending months and months learning an ad platform you’ll outgrow the second you start monetizing your campaigns?
Of course not!
So make your platform decision based on your goals, particularly whether or not you want to use Facebook to drive online sales.
Sales and Power Editor Go Hand-In-HandIf one of your goals on Facebook is to drive online sales, you’ll need Power Editor…regardless of your advertising experience or campaign budget.
As noted earlier, Power Editor’s chief advantage over Ads Manager is its bulk edit tools. These tools give advertisers the ability to create dozens of unique ads at once. Ads separated by only one or two slight differences.
Slight differences that may reduce your ad spend by huge numbers in time.
In the campaign below, we tested different header copy across a dozen ads. The results?
Just a slight change of header copy resulted in one ad costing $0.69 per click, while all others in the set averaged $0.94 per click.
Power Editor made this successful split test possible, or at least exponentially easier than Ads Manager.
And the results speak for themselves. Our client saved $1,375 on only this campaign thanks to these split tests.
If you’re trying to generate online sales via Facebook Ads, split test everything. I mean everything. It’s the most essential advice I give to advertisers of all levels. Test copy, test images, test demographics…then do it all again.
It’s Power Editor that makes this possible.
Don’t Overcomplicate It
Then again, if you don’t plan to drive trackable, online revenue through Facebook Ads, there’s no reason to use Power Editor…regardless of your advertising experience or campaign budget!
Regardless of your advertising experience or campaign budget.
Take for instance a client we’ve worked with for several years: a large restaurant chain that spends several thousand dollars a month on Facebook.
According to the norm, this client should be a die-hard Power Editor user.
Yet that’s just not the case. Their ads don’t need to be managed on Power Editor because they don’t use Facebook Ads to generate online sales. Instead, they use the network to simply boost branded content like the post below to their loyal fanbase.
This is why it’s so important to be honest about your campaign goals when deciding between the platforms.
So long as you do, your answer will never deceive you.
Follow the 30-Minute Rule
If you can’t put at least a half hour a day into your campaigns, I recommend you either outsource the management of your ads to a company like ours or simply walk away from Facebook Ads altogether.
Even just creating enough ads for Facebook is a time-consuming task that needs ongoing attention. This stuff takes a lot of work, optimization, and oversight. If you can’t put at least thirty minutes a day into your campaigns, you’re going to have difficulty generating a positive return.
But if you’re ready to put in the time, you’re ready to decide between Ads Manager and Power Editor, and I hope this post gave you a clearer sense of which to pick!
Good luck in your advertising endeavors.
Thanks for checking out this article. I tried not to make it too boring. 🙂 For more information about our Facebook Ads management services and what we can do to help your business succeed on Facebook and Instagram, give us a call today! We’d be happy to talk you through some of our packages and our industry-leading ROAS Guarantee.