Using Facebook Power Editor to Create and Manage Ads

Published October 27, 2016
Some things are better when they are built from scratch each time (a cake perhaps, or a homemade sauce). But that’s not necessarily the case when it comes to your Facebook ads.
If you’ve spent any time in the Facebook Ads interface, you know that building even a basic campaign can be time-consuming. While the interface has improved over the years, it still provides a rather clunky experience to walk through the process of creating a campaign, ad set, and multiple ads.
When you want to create ads in bulk, Facebook offers a better solution in the form of Power Editor. In this article, we’ll walk you through a few of the time-saving features of Power Editor to improve your process for running Facebook Ads.


Facebook Power Editor


What Is Facebook Power Editor?

Those who work with Google AdWords may be familiar with AdWords Editor for bulk creation and editing. Power Editor is a similar tool for Facebook Ads. Instead of being desktop-based, it’s a browser-based tool currently only compatible with Google Chrome. It allows you to easily create, duplicate, and edit all elements of Facebook campaigns offline, uploading your changes to run once the process is complete.

Assuming you have an active Facebook Ads account, you can access Power Editor here or find it in the top navigation menu of Ads Manager.


Facebook Power Editor Menu Link


Once you’re in Power Editor, your campaigns will automatically download. To show statistics from a particular date range, use the date selector to the right, above the list of campaigns. To the right of this date selector, the button with the gear symbol allows you to choose the metrics appearing in the table.


Facebook Power Editor Interface


Now, let’s delve into some tips to make the most of Power Editor.

Creating a Campaign Draft

When you select the “Create Campaign” button in the upper left, you’ll enter a campaign buildout process that is basically the same as what you see in the web interface. We won’t cover this in-depth here as we have previously talked about 5 Tips for Building Effective Facebook Ads Campaigns. When contrasted with building a campaign in the Ads Manager, Power Editor shines in its ability to save an unfinished campaign as a draft. If you go partially through a buildout and want to complete it later, you can access an offline draft later from your list of campaigns.


Facebook Power Editor Saving a Draft


Duplicating Existing Assets

To quickly create similar elements, you can easily duplicate campaigns, ad sets, and ads. For instance, say that you want to create multiple ad sets with the same geographic reach and budget but different age range targets. Instead of having to build each one from scratch, you can create copies to then customize the age ranges.

In this example, we’ll show a couple of different ways to use the Duplicate feature. First, check the box(es) by the element(s) you want to duplicate. Next, go up to the Duplicate button, which looks like a plus symbol. Here, you have three options:

  • Click the Duplicate button to bring up a window in which you can choose to duplicate the ad set within the same campaign, an existing campaign, or a new campaign, as well as create multiple copies.
  • Click the arrow next to the button and choose Quick Duplicate (or press Ctrl+D) to create one copy of the ad set within the same campaign.
  • Click the arrow next to the button and choose Split Audiences to rapidly break out similar ad sets by age and/or gender.


Facebook Power Editor Split Audiences


In the above example, we’ve broken out several ad sets by varying age ranges. This will allow us to compare ad performance by age and know where to focus future spends.

Making Bulk Edits

You can also edit multiple assets on a large scale if you want to quickly change anything from ad set names to geographic targeting. Simply check the boxes next to your desired assets and click “Edit.”

For instance, say that we want to add a geographic target for all of the ad sets we just broke out by age range. We check the boxes by all of them and click Edit to see the ad set editing window. This will appear as it normally does when building or editing an ad set, except it will show “Mixed State” for any parameters that vary among ad sets. We see that message for Age in this example. Now, we can enter our desired geographic target in the Location box, and Power Editor will automatically update all ad sets when finished.


Facebook Power Editor Bulk Edit


You can also use the Quick Edits button to rename elements efficiently. Ideally, you’re running multiple variations of ads with different imagery and copy. You want to be sure to label these different ads clearly so you can analyze results and highlight performance easily when viewing reports. When copying ads and changing elements, you’ll find it more efficient rename them in bulk.

In this example, we want to change the “Blue Fish” ads to “Yellow Fish.” We’ll select Quick Edits > Find and Replace from the navigation bar above campaigns. Now, we can type in the copy we want to change. Here, we’ll choose to find “blue” and replace it with “yellow.”


Facebook Power Editor Find Replace


Publishing Your Edits

Once you’ve finished creating new elements or editing existing ones, you’ll need to publish your changes to the web. First, click the Review Changes button in the upper right.


Facebook Power Editor Publish Changes


Next, you’ll see a screen reviewing which elements have been changed, along with any errors. You can deselect any campaigns, ad groups, or ads you don’t want to upload here. Once you’re ready, click Continue to upload any changes. Assuming you have a successful upload process, your changes will now be active within Facebook Ads.

Exporting & Importing Spreadsheets

Power Editor lets you download a spreadsheet version of a campaign, make edits in Excel, and re-upload a document. If you’re comfortable working with Excel, this method can help immensely to create detailed campaigns at scale.


Facebook Power Editor Import Export


Select the Export & Import button toward the right above your campaign list. Here, you can choose to export all or export selected campaigns into a document that you can then edit. Within the spreadsheet, columns will correlate to fields within the online editor.

Use the Import Ads in Bulk option to upload your final doc with edits. If you want to start fresh, select Download Template, populate the document with your desired criteria, and upload it using the import option.

For more details, see Facebook’s guide to using Excel with Power Editor.


If you’re managing Facebook Ads and not using Power Editor, it’s worth the exploring to learn the interface and discover how you can use it to save time and gain useful insights. You don’t even have to download or install any applications! For those creating campaigns on a large scale, Power Editor offers considerable time savings. However, even if you’re managing smaller campaigns, you’ll still find multiple features useful to make your ad creation and editing process more efficient. Time saved setting up your campaigns can be used to evaluate the results instead, so that you can continue to learn and improve your strategy.


When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:



It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
Digital marketers spend a lot of time focused on PPC and SEO campaigns in order to drive desirable traffic to a website. The phrases we’re ranking for and bidding on get meticulous attention, so much so that we often forget about some of the other ways that visitors find us.

We put a tremendous amount of the effort we put into reviewing organic search data and PPC campaign performance in analytics. But how closely do we monitor referral reports?

If that’s not a channel you review regularly, you may be missing out on seeing traffic that is coming directly from links you’ve obtained around the web, local business listings, news mentions, and more. Many times, links are only considered as a means to an end, a metric that Google uses in determining how to rank sites in the SERPs (search engine results pages). But the fact is, many of a site’s links may be directly contributing to its traffic.

In this article, we’ll review how to look at referral reports in Google Analytics, and some of the many ways to use that data to better inform your web marketing decisions.


Remember how your mom told you not to stand too close to the television because it might hurt your eyes?

The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.

Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.