How to create a Facebook ad using Power Editor
Here’s your easy-to-follow step by step guide (with screenshots!) to creating your Facebook ad using the Facebook Power Editor.
(*You should also check out my guide to creating an ad on Facebook Ads Manager to get a comprehensive understanding of both types of Facebook advertising.)
Topics covered in this post:
Step 1: Access Facebook Power Editor
This initial stage is identical for both ad creation on Ads Manager and Power Editor
From the role-down menu under the small Arrow at the top right on Facebook, click the option “Manage Ads”.
*Clicking “Ads Manager” in the left column will also lead you there
From the Ads Manager interface, move to the Power Editor by clicking the “Power Editor” Button
Step 2: Download account
Once in the Power Editor, download it, to make sure you’re working on the most recent data from your Facebook advertising account
Step 3: Name your new campaign, ad set and ad
Click the “Create Campaign” button on the top left
A pop up will appear, in it you will be able to choose a name for your campaign, ad set and ad as well as the objective of the campaign. Since my focus is on user acquisition, I always choose “Website Conversions” which basically means that while I pay for impressions (1000 impressions), Facebook will show my ad to those in the target audience I choose in the ad set level that are similar, according to Facebook vast data, to those who have performed this action before on my site. There similarity makes them more likely to convert according to Facebook. A conversion for me is usually a sign up or a purchase, but it can also be an eBook download, page view, etc. Basically, a conversion is whatever you want it to be but Facebook can only effectively optimize towards it if you have implemented the Facebook pixel in the right location on the site so that it fires only when this specific “conversion” occurs and after it has accumulated enough data on user who performed this action in the past.
* I suggest naming the campaign based on a very broad concept, like target country or language, age range, product/service type.
A good name for the ad set could include more specific targeting – for instance, if you’re planning to target people interested in advertising who live in the US and have not liked your page before, name the ad set “US_Advertising_NonFans”
As for the ad, since the main object you decide on in the ad level is the creative, you should include that in the name.
-The campaign level-
Step 4: Optional – Define campaign spend limit
I usually prefer not to define a spend limit because I see the campaign as a folder to which I add ad sets to over time and I don’t want to run out of budget.
-The Ad Set level-
Step 5: Targeting
Click on the campaign name to move to the ad set level and define your target audience. If you’ve chosen to optimize for conversions, you’ll first need to define what a conversion is for you = what action taken by a user on your site do you consider as the goal.
After this, you’ll choose the daily budget. You can change it while the ad is running, increase or decrease it based on performance.
The next part is scheduling. I prefer to run the ad continuously over defining an end date because I like the flexibility of choosing myself when an ad has run its course.
You’ll them move to choosing the characteristics of the Facebook users you want to reach with your ad. For more info on audience targeting, read this post I wrote about Facebook ad creation.
The last important thing to decide on the ad set level is where on Facebook the ads will appear – ad placement. Only when people access Facebook through desktop computers as? If so, then do they see the ad on their news feed or as a right hand side ad? Will your ad appear on mobile? How about Instagram?
I personally like to show my ads on Facebook news feed and mobile news feed but I always separate desktop and mobile to different ad sets – I always target only one placement in an ad set.
-The Ad level-
Step 6: Create your post
First things first – choose the page you want your post to be attached to – it will appear on the top left of the ad.
Then decide if you want your ad to include a single image/a video post or a multi-image/ video carousel. The former performs better for conversions, the latter for engagement.
Website URL is where you decide what URL your ad will lead to – exactly where on your site the ad will lead to. Right below Website URL, is where you add ad text. When deciding these, think of continuity, the ad sets an expectation of what’s to come and the landing page you send users to after they click has to meet that expectation – the design should be aligned between the two (similar image and colors in the Facebook ad and on the Landing page), the messaging on the landing page should continue that in the ad and elaborate on it. You can also add UTMs to the URL here after a ‘?’, separating them by ‘&’. This will allow for tracking to see how successful this specific ad was at bringing users to your site and taking action.
*you don’t have to add UTMs at this stage, you can do it in the “Tracking” section at the bottom in the “UTL Tags” box.
Following ad text, are the options to add image or video and select a CTA button (that appears on the bottom right of the ad).
The last step of the ad creation process is to check out the preview, visible in the right column to make sure you made no mistakes
And that’s it!
Step 7: Activating your ad
Upload the changes you made in Power Editor (the campaign, ad set and ad you just created) by clicking the green button on the top right. This will signal to Facebook that you’re done and you’re ad will be sent to review, automatically activated usually within the hour.
And this is how to create a Facebook ad campaign using Power Editor! If you have any questions or comments please Contact me here
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