Facebook Revamps its Ads Manger and Tools for Advertisers

This summer, Facebook executives made some serious upgrades to the company’s advertising department to give it an edge in the digital advertising domain, working with marketing companies to improve their advertising efforts. Their enhancements will aid the process of buying, optimizing and managing ad campaigns, says Facebook’s Director of Ads Product Marketing.

Among the upgrades are two major projects: Ads Manager and Power Editor. Overall, the improvements are designed to give Facebook an advantage over Google, its primary competitor for online advertising dollars. DrivingSales News reports that while Facebook is accelerating, while Google appears to be decelerating in global digital ad revenue. Here’s an insight on the two main Facebook projects: 

Ads Manager Improvements

Ads Manager is exactly what it sounds like; a platform to manage digital social media ad campaigns. Advertising experts have helped Facebook to revamp the Ads Manager by introducing metrics tools. The old Ads Manager was solely used to create and execute campaigns, and fell short on data reporting. 

Now, marketing companies have access to performance, audience and results graphs on the Ads Manager homepage. More importantly, advertisers have the ability to zone in on specific target demographics and understand how ads are performing in various sections. Conveniently, reports are able to be saved and sent to marketing teams for enhanced analysis.

Power Editor Features

Advertisers can now indulge in larger layout editing panes in Facebook’s Power Editor for more efficient editing. Marketing companies understand the importance of meeting deadlines for ad execution, and which is why Facebook developed faster editing methods. In addition, Power Editor has been given a search feature to organize and simplify project search. Ad creators can search by name or ID, and filter the delivery status or objective, notes Marketing Land. 

With these upgrades, Facebook is helping its advertisers get more value from their ad campaign efforts. Only time will tell if their enhancement initiatives are worthwhile to advertisers. Regardless, it is clear that Facebook is committed to focusing on measurable business objectives to maintain a competitive edge. 

Aubrey Andersen-Bakker writes for Fusion 360, an advertising agency in Utah. He writes for many other clients as well.

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