Posted to Katie Thomas's blog on November 8th, 2013

Facebook Power Editor: Make Your Social Ads Convert

Today’s post is the second in a three-part series on Facebook’s Power Editor plugin for creating super-charged social advertisements. To catch up, check out my first blog on audience targeting.

Now that you’ve got an arsenal of powerful audiences to send your ads to, the next step is to make sure that these ads are as effective in reaching your social media marketing goals as possible. With the Power Editor tool, you can optimize your ads to help increase their conversion rates with features such as: ad placement, conversion specs and ad objectives.

Ad Placement

The Power Editor tool allows advertisers to choose where their ad will be displayed on Facebook. Options are: All Facebook, desktop, News Feed (mobile and desktop), News Feed (desktop only) and mobile only.

Why does this matter? Research on Facebook advertising makes a great case for the effectiveness of different types of ads on different devices. For example:

  • Sponsored story mobile ads had a click-through rate of 0.79% compared to a 0.327% CTR for desktop ads (SocialCode, 2012)

  • Mobile ads garnered .62% of likes per 1000 impressions, whereas desktops received .219% likes per 1000 impressions (SocialCode, 2012)

  • Inline Fan ads yield a 72% higher return than side ads (Adobe, 2013)

Keeping this data in mind, you can start to determine where you want your ads to be placed based on the ad type you’d like to use. So if your ad is a sponsored story, you might consider placing it on mobile only. For a ‘like’ campaign to get new fans, you’d choose News Feed placement (mobile, desktop, or both). Or, if you’re promoting a sponsored story and looking to get more click-throughs, you could choose to display mobile only ads.

Conversion Specs

Conversions specs is a tool available only in the old Power Editor interface that allows advertisers to set what specific actions they want their audiences to take. Specifying these audience actions helps Facebook determine which users to show your ad to based on their likeliness to perform the desired action.

Under the Pricing & Status options when you are creating an ad in Power Editor, you can optimize your ads for CPC, CPM or the default Optimized CPM. However, this is a way to overwrite the default conversion specs so that you may define the actions you wish to optimize by.

Some useful actions to count as conversions might include: comment, link, link_click, post_story, receive_offer, video_play. Each of these is a tag that is changed within the Power Editor interface as shown below where action type is set as page_engagement.

This feature is particularly useful is you choose to bid instead of set a budget. That way, you know exactly what it is you’re bidding on.

Ad Objectives

Ad Objectives are the updated Power Editor’s answer to manually tagged conversion specs. Ad Objectives offers fewer conversions/objectives which will keep some advertisers from making the switch, but for others the ease of interface for Ad Objectives will beat out conversion specs. I’m covering them both so that you may make your own interface preference choice.

Facebook offers advertisers 9 different objectives within which you can choose what ad option you will pursue. For example, your objective might be Offer Claims and your ad options would be for a Facebook page using a post, sponsored story about people liking your post, sponsored story about people commenting on your post or a sponsored story about people sharing your post.

The main attraction to ad objectives is that Facebook takes the guesswork out of matching ad objectives/conversions to your ad types. If you want to get a little more hands on, try out the old Power Editor interface and give manual tagging a spin.

Being familiar with these tools to get the most out of your ads is a powerful skill. Next time I’ll cover putting your audiences and your optimized ads into place with tips on creating campaigns in Power Editor.

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