Empowering Ad Targeting with Facebook’s New Power Editor

@Nicole | Social

Facebook is easily the leading social referrer of traffic to websites confirms a new report from Shareaholic with more than 10% of site traffic – and it’s growing in leaps and bounds with a 58.8% increase since September 2012. With that level of relevant engagement potential, Facebook should rank high with marketers as a way to attract and convert customers.


Utilizing Facebook Power Editor Tool for Maximizing Ad Spend

Facebook underwent updates to their advertising offers within its Power Editor tool, giving businesses better ways to connect with their desired audiences. The following guide will demonstrate how to utilize ad targeting to optimize your page posts for engagement and maximize your ad spend.

There are three sections to creating a Facebook ad with the Power Editor tool:

  1. Creative
  2. Audience
  3. Optimization & Pricing

Today, we’re focusing on the first of three: Creative

Step 1: Choose an Objective

Facebook offers a number of objectives to choose from for Facebook ads that can increase engagement of your social accounts. Therefore we will select the “Page Post Engagement” objective. This allows you to promote posts on your business’ Facebook page. Within the ‘Page Post Engagement’ options you can choose:

For a Facebook Page using a post

This option allows you to promote a post of your choosing. It is the main ad format to apply for page post engagement on your account.

Sponsored story about people liking your post

This option allows you to promote a post that has received engagement by other fans through ‘likes.’ The more ‘likes’ it receives the greater the audience that will likely see it.

Sponsored story about people commenting on your post

This option allows you to promote a post that has received engagement by other fans through ‘comments.’ The more ‘comments’ it receives the greater the audience that will likely see it.

Sponsored story about people sharing your post

This option allows you to promote a post that has received engagement by other fans through ‘shares.’ The more ‘shares it receives the greater the audience that will likely see it.

Step 2: Choose A Post to Promote

After selecting the objective for your ad, you can choose the post to promote. Facebook can auto-select the most recent post to promote or you can manually choose the post. It is important to create and choose engaging content for promotion. Your content must connect with your audience and be relevant to your business. Select posts that you think people will be most likely to like, share or comment on.

Step 3: Select Ad Tracking

You can also select additional options for ad tracking including website conversion tracking and URL tags when an ad is clicked.

The last step in the creative selection for Facebook ads relates to ad placement. Placement can be based on:

  • Mobile vs. Desktop
  • Facebook Newsfeed, All or Right-Hand Column
  • Mobile Device Type

Unless your product is for a very targeted audience, it is most beneficial to leave placement targeting to a broad user base in order to allow for more engagement opportunities.

The creative section in Facebook ad creation is the first of three areas you can more precisely target your ads.  Once you have established all parts of the creative section, you are ready to explore the audience and optimization & pricing sections. Look out for upcoming posts on these pieces of Facebook ads.

Additions & Feedback

If you have additional links, sources or ideas that you think would be helpful, please comment below.

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