7 of the Best Tools Facebook Created Just for Advertisers, and How to Use Each
“One of the most powerful tools in an advertiser’s toolset is Audience Insights. This goes beyond just Facebook advertising, and really should be by all advertisers who are looking to understand their audience.”
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Facebook created very specific tools to help advertisers get the most out of their campaigns and time. While there’s always room for improvement, these tools are free and with advertisers in mind. Yet, I’ve noticed a lot of advertisers only utilizing a few of them.
To help you make the fullest use of Facebook’s advertising tools, I’ve pulled together seven of the best tools created by Facebook specifically for advertisers.
- Facebook Campaign Planner – This is really valuable when trying to answer campaign questions concerning budgeting and reach.
- Facebook Creative Hub – A new way to create mockups for ads, share them with anyone and experience your work as though it’s live.
- Facebook Audience Insights – Audience Insights provides many data points that can easily be connected into a full buyer persona.
- Facebook Ads Manager App – For those marketers on the go, or those who can’t live without their phone, this could be a great solution.
- Facebook Ads Reporting Tool – It’s perfect for those weekly reports when you don’t have an automated tool or you’re using a dynamic spreadsheet to populate charts.
- Facebook Automated Rules – Rather than checking the performance of your campaigns, ad sets or ads daily, automated rules can run these checks for you and take the actions you’d normally do manually.
- Facebook Power Editor – Ads Manager is great for small tweaks, but for full campaign builds, marketers should utilize Power Editor because the process is simpler and more efficient.
Let’s jump in to see how Facebook advertisers can best leverage these free tools.
1. Facebook Campaign Planner
We’re really enjoying the confidence that Facebook’s Campaign Planner provides us when building out new campaigns. This tool is allows advertisers to set performance expectations even before we start building the campaign. You can even create multiple versions of a plan, and compare them to find the best settings for your campaign. After you’re happy with your plan, you can easily share it with team members or with clients.
If the plan is approved and you’re ready move to forward with it then push the Reserve for Purchase and create your campaign in Ads Manager.
2. Facebook Creative Hub
How can advertisers take advantage of this tool? Start by using it when creating new ads. Head over to the Creative Hub and click on Create Mockup. You’ll need to select your platform and ad type to get going. After you do, you’ll create an ad just like you would in Power Editor or Ads Manager by filling in your ad creative and ad copy.
Once you’re done, your mockup should look something like this.
From here, you can save the ad, check to make sure it meets Facebook’s advertising guidelines, send to your mobile News Feed, and share it with team members or clients. No more guessing what an ad will look like in the wild. Now you can bring can easily experiment and bring an ad to life, and share those ideas like never before.
3. Facebook Audience Insights
One of the most powerful tools in an advertiser’s toolset is Audience Insights. This goes beyond just Facebook advertising, and really should be by all advertisers who are looking to understand their audience.
The tool is unique in that it aggregates Facebook’s native data with third party providers, Datalogix, Acxiom, Epsilon, and BlueKai, to help advertisers uncover deep insights about their audience. Savvy advertisers will employ Audience Insights to segment their audiences, find new audiences, understand audience behavior and interests, and even create buyer personas.
4. Facebook Ads Manager App
For those marketers on the go, or those who can’t live without their phone, this is a great solution. The app is perfect for advertisers who need to make quick changes when they’re not near the computer.
Personally, it’s been a lifesaver when I needed to make quick budget changes or pause underperforming ads without having to open my computer. It’s also a good way to get timely notifications about ad performance and tips for improving your ads. Give it a try, as I haven’t seen many advertisers taking advantage of this app. It’s available on iPhone and Android devices.
5. Facebook Ads Reporting
Now here’s a tool created that is completely underutilized by advertisers, yet it shouldn’t be. Do you have specific columns that you need to view when reporting on performance? For example, I like to only see active campaigns that had delivery so I’m not wasting rows on old campaigns.
A huge benefit of this tool is you can save selected columns in Ads Manager as a report and then schedule that report to be delivered by email. It’s perfect for those weekly reports when you don’t have an automated reporting tool to help you out.
6. Facebook Automated Rules
Rather than checking the performance of your campaigns, ad sets or ads daily, automated rules can run these checks for you and take the actions you’d normally do manually. With automated rules, you can set up conditions that will automatically update or notify you of changes to your campaigns, ad sets or ads.
An easy one I like to set up is for high campaign frequency.
Automated rules put more control in your hands. While automated rules may cut down on the time needed to manage your ads, you should still monitor the overall performance of your ads to make sure they’re meeting your marketing goals.
7. Facebook Power Editor
Facebook is creating very specific tools to help marketers get the most out of their campaigns and time. While there’s always room for improvement, Power Editor is one of those tools that advertisers should be using all the time. Ads Manager is better for small adjustments, but for campaign build outs and major optimizations advertisers should turn to Power Editor.
The latest interface streamlines the build out process by making it simpler and more efficient to navigate between campaigns, ad sets, and ads. For example, when you select a campaign, you can see the number of ad sets and ads in that particular campaign. Becoming proficient using Power Editor will save you time and energy allowing you to focus on strategy rather than building.
Bonus: Facebook Text Overlay Tool
If you’re designing and creating Facebook ad then you should have this tool bookmarked. You’re probably familiar with Facebook’s text rule which would disapprove ads that contained more than 20% text on an image. Starting last year, they started allowing images with more than 20% text to run with a reduced audience reach. Moreover, the best way ensure that your ads are getting maximum potential audience reach is by employing this tool.
Go to the Text Overlay Tool and upload your images into the grid tool. Facebook will rate image as OK, Low, Medium or High, depending on how much text is in the image. OK means you’ll receive max reach while High means your ad may not run. It’s better to know now rather than when you launch your ad and see suffering performance metrics.
If you implement these seven tools, you’ll notice an immediate increase in your efficiency and maybe even campaign performance. Whether you’re running your own account or working on behalf of your company, Facebook’s tools are a great way to build and be successful with your business.
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