Facebook Power Editor: Ultimate Guide

By | Last updated July 8, 2015

I get you, you are looking for more control over your Facebook Ads.
Facebook Ads Manager simply won’t do it. You need a more powerful tool that gives you access to advanced features to take your Facebook campaign to a whole new level.

Facebook Power Editor is the solution.
It offers you all you were missing to help you reach the right audience with the right message to get you the right match. If you’re lost using Power Editor, I can help you.

In this guide, I’ll explain you what the Facebook Power Editor is and how to create an ad campaign using it. This guide along with the awesome paid traffic tips from our experts will get you on your way to a successful social ad campaign in no time.

What Is The Facebook Power Editor

Power Editor is a tool for creating and managing ads on the Facebook social platform. Due to its bulk editing capabilities, the Facebook Power Editor is usually more used by larger Facebook advertisers or people wanting to have a more precise control over their campaigns.

Facebook Power Editor is a lot more powerful than Facebook Ads Manager which is geared for people who don’t need to create lots of ads at scale and prefer a simpler interface.

Currently, it is only available using Google Chrome. If you’re using Firefox or another browser to navigate to Facebook Power Editor you’ll see a warning message stating precisely that.

I prefer to use Power Editor over Ads Manager because it is so much robust and reliable that it really a no-brainer. Why pick the less when you can pick the more, right?

Power Editor Download-Upload System

Power Editor uses a download and upload system.

Facebook Power Editor Download Ad Accounts

Your first task whenever you start a new Power Editor session is to download all of your data from the Ads Manager into Power Editor (not your computer or mobile device) to have everything updated there. Click the Download to Power Editor button and pick the Ad Accounts where the Campaigns you’re planning to update reside.

Before leaving it and after you made all of your new creations and/or changes, your last task needs to be using the Upload Changes button. This is mandatory to start running your ads and to save your changes.

Accessing Your Ads In Ads Manager

You can view your Power Editor ads in the Ads Manager tool after the previous step.

If you need to change something using features only available in Power Editor, you’ll need to download your Campaigns again, make your changes and re-upload them.

If it is something you can alter using Ads Manager, there’s no need to go back to Power Editor: just edit it right there.

Both Download to Power Editor and Upload Changes buttons hold great importance in the Power Editor tool. Whether you forget to download your Campaigns before starting to work on them or you simply don’t remember to upload them after you’re done, you may lose a lot of your work; if not all of it.

Power Editor's Download to Power Editor and Upload Changes buttons

Always remember to use these two buttons entering and leaving Power Editor.

If you own some computer programming skills, think of this process as something like syncing and committing.

Power Editor Navigation

You can access Power Editor in three different ways:

1. Go there directly at https://www.facebook.com/ads/manage/powereditor.
2. Go to Ads Manager and click the Power Editor link on the left sidebar.
Find the Power Editor link in the left sidebar of Ads Manager
3. Simply search for ‘Power Editor’ using the Facebook search form.

When you start a new Power Editor session a pop-up window will show up asking you to download your Facebook Ad Accounts. You pick the ones you want to work on (specifically the ones holding the Campaigns you need to change) and click the Download button.

Immediately after that, another pop-up window will show you the download progress.

In Power Editor, you should see a header section with three important elements (the forth one being the ‘Help’ drop-down menu).

Power Editor header elements

The first element is the Account drop-down menu, where you can switch to another Ad Account (if you have more than one) belonging to your Facebook Business or to your personal Facebook profile. You can also pick Manage Pages or Manage Account Groups (which are pretty self-explanatory).

The next two buttons are the Download to Power Editor and the Upload Changes which were already covered earlier in this guide.

On the left side of the screen, you’ll see another drop-down menu where you’re able to browse through Audiences, Campaign Dashboard, Image Library, Custom Audience Pixels, Conversion Tracking, Reporting, Billing and Account Settings, besides the already selected Manage Ads.

Power Editor Manage Ads dropdown menu

Let me quickly explain what each of these options means before I get into the Manage Ads part in more detail.

  • Audiences: here you can view your saved Audiences, see its details (Name, Type, Size and Availability). You can create an Ad directly if you pick one of your Audiences, or you can edit and/or delete them.
  • Campaign Dashboard: In the Campaign Dashboard you’ll be able to see a brief description of your Campaign stats (Impressions, Actions, Clicks, Money Spent and Budget Progress Bar).
  • Image Library: Shows you the images you’ve used on your ads and allows you to upload new images to use later. You can also select one or more images if you decide to delete them.

The following set of options will actually take you out of the Power Editor.

  • Custom Audience Pixels: (This is way cool! 😛 ). It allows you to create a Conversion Pixel (more on this later) and install it in the header section of your webpage. Then you can create Custom Audiences (audiences based on their activity on your site), remarket to those audiences and even define rules for people who visit specific pages or take specific actions on your site. Finally, you’ll be able to track visits and actions (like visitors viewing specific content, adding products to their shopping cart or making a purchase) across your website.
  • Conversion Tracking: Here you’ll be able to list (and check their status) and create your conversion pixels so you can use them to track your website visitors’ actions (as I explained above).
  • Reporting, Billing and Account Settings: This set of options is self-explanatory. Reporting will give you a more insightful look over your ad campaigns.

On the left pane — below this drop-down menu I just mentioned — you have your Ads filter options. You’ll be able to filter by Campaign, Ad Set or Tag. (You can use tags to categorize your ads in a group/folder like system.)

Power Editor filters

On the center of your screen you have the Campaigns, Ad Sets and Ads tabs menu.

Power Editor's Campaigns, Ad Sets and Ads tabs menu

Highlighting each one of them you show a different List View pane below with distinct options and columns. This will list you its respective items: all of the Campaigns under the selected filter on the left pane, Ad Sets corresponding to the selected Campaign and Ads corresponding to the selected Ad Set.

If you click any of the items listed you’ll open the Workspace pane.
This is where you’ll be able to edit everything related to your Campaigns, Ad Sets and Ads according to what you’ve selected on the above tabs menu.

Power Editor list view and workspace pane

This was just a quick preview of the Power Editor tool. I guess you will have to explore it yourself a little bit to get used to it and feel comfortable working with it. Believe me, it’s a lot easier than it looks.

Get List Subscribers Example Ad Campaign

Ok my friend, it’s time for some action.
Let’s create an example ad campaign using Power Editor.

Your goal will be to get new subscribers to your mailing list using Facebook Ads. (Check my favorite Resources for recommended autoresponder services.)

For that you need 3 things:
A Facebook Ad — that will be presented to your desired target audience — convincing people to click it in order to sign up to your mailing list.
A Landing Page — a page on your website where people who click your Facebook ad will arrive — with an appellative text enticing people to sign up through the form you have on that page.
A Thank You Page — a page on your website where people who’ve just signed up to your email list will be redirected to — on which you’ll place your Conversion Pixel code so you can track conversions.

Creating An Ad Campaign

Before we start, it’s important to clarify what each of the three elements that constitute an ad campaign means.

  • Campaign: This is where you choose your ad objectives. There are several different types of objectives: Clicks to Website, Product Catalog Sales, Website Conversions, Page Post Engagement, Page Likes, Mobile App Installs, Mobile App Engagement, Desktop App Installs, Desktop App Engagement, Offer Claims, Event Responses and Video Views.
  • Ad Set: Here you set your ad’s schedule, budget, placement and targeting.
  • Ad: The place to edit the ad’s image/video, text and link.

Time to create your ad using Power Editor!
I usually like to start my campaigns by defining my Audiences (I create my favorite Buyer Persona as specific as I can so I always show my ads to the most related audience). But, for the sake of this guide, let’s keep things simple. (I’ll discuss all about creating Audiences with Facebook Ads on a different post.)

1. Start Your Power Editor Session

  • As I said earlier, when you start your Power Editor session, the Download Facebook Ad Accounts window shows up. You select which Ad Accounts you want to work on and click the Download button. Another pop-up will show up right after with the download progress.

2. Create a Campaign

  • Select Campaign from the tabbed menu. Click + symbol on the options menu located below. The Create Campaign window pops up.
    Create a new Campaign on Power Editor
  • Fill in the Name, Buying Type (Auction — buy ads based on your target audience and duration — or fixed price) and Objective (stated above) fields. For this example, pick Auction and select Website Conversions. Click Create to save it.
    Create Campaign window

3. Create an Ad Set

  • Select Ad Set from the tabs menu. Click the + symbol on the options menu.

    Create a new Ad Set on Power Editor

  • In the Choose a Campaign option, choose Use Existing and then select your newly created Campaign from the listed campaigns.

    Create new Ad Set window

    Fill in the Name Ad Set field with something descriptive of your target audience so it’s clearer when you later check the reports. Click Create to save it.

4. Create an Ad

  • Head over to the tabbed menu again and highlight Ads, click the options menu + symbol to create a new Ad.

    Create a new Ad on Power Editor

  • In the pop-up that appears, select your example Campaign and Ad Set and fill in the Name New Ad with something that describes your ad. Click Create to save it.

    Create new Ad window

Designing Our Ad

It’s time to create our ad!

1. Select the Ad you created on step 4 above. (If you need, click and drag the Working pane border up so you have more space to work on.) Please note that the Working pane will differ depending on the objective you choose for your Campaign.

Create an Ad on Power Editor
Click the pic to enlarge

2. Start by selecting the Facebook page which will represent your business in the Facebook News Feed or click the ‘Don’t Connect a Facebook Page’ link which will disable your News Feed ads.

If you don’t have a Facebook page, create one about the subject of your ad that resonates with your target audience. Your ad will promote both your product and your Facebook page.

3. Now you can Create an Ad or Use an Existing Post (from the selected Facebook page). In this example, we’ll create an ad with an image.

4. Enter the URL of your site’s landing page so you can drive traffic there and convince people to sign up to your newsletter. Optionally, you can enter another link below to mask your actual URL and keep things pretty.

5. The Text field is where you enter your ad’s copy.
Try to come up with something that draws attention, drives people interest and entice desire. Facebook and Facebook’s users like stories and dislike clearly promotional stuff. So tell a story that includes those three factors.

6. In the Headline field write a short, appellative and descriptive title that makes people curious or creates some kind of awareness.

7. In News Feed Link Description you’ll put a short description of what people will find if they click the ad. Be honest and to the point. People don’t like to be fooled.

8. Below you can either choose an image (recommended size: 1200 x 628 pixels) or a video (recommended: widescreen 16:9, up to 40 minutes, 1 GB max).

Let’s choose an interesting image from our gallery or upload a new one.

9. Select the corresponding action from the Call to Action drop-down. I recommend selecting one of the options to complement the three factors I mentioned before with the forth factor: asking people to take action.

10. If you want, you can add URL tags using a key-value pair system so you can collect data and track from which ad or advertising platform your visitors are coming from to your landing page.

11. The Conversion Tracking option is of great importance for your ad campaign, but let’s skip this one for now. (We’ll take care of this step later when we go back to editing our Ad Set.)

12. Review your ad on the Preview pane. See how it looks on the different Placement options and edit whatever you feel needs improving.

Now it’s a good time to save your work.
Click the (now green) Upload Changes button…
You’ll see some errors listed there.

I can’t be sure whether Facebook Power Editor really saves all of your work prior to you fixing those errors. So I always try to fix them before I leave.
That is what you are going to do next.

Editing Our Campaign And Ad Set

When you tried to save your changes using the Upload Changes button on the previous step, Power Editor warned you that your ad campaign had errors. That’s because you still need to edit some settings related to your Campaign and Ad Set. Let’s do it.

1. Head back to your Campaign details (via the tabbed menu and picking the desired campaign from the list).

  • Set your Campaign Spending Limit. If your ad(s) reach this overall limit this campaign here will stop.

    Edit your Campaign Spending Limit

    Sorry for showing this in the Euro currency, I forgot to change it back to Dollar. $100 is almost as much as €100.

2. Now go to your Ad Set and start editing it on its Working pane.

  • Create a Conversion Pixel (or pick an existing one) which is nothing more than a piece of JavaScript code that you need to place in the HEAD tag of your ‘thank you for subscribing’ page that comes up after someone signs up through your landing page subscription form.

    Create a Conversion Pixel

  • Pick your preferred budget option from the Budget drop-down menu. (Refer back to my Facebook Advertising Cost post for more information about how much to spend on your Facebook ads.)

    Pick your preferred budget

    Important thing to note here is that only if you choose Lifetime Budget will you have access to more advanced Scheduling features.

  • Define your Ad Set’s Schedule by selecting start and end dates and use the advanced features to precisely choose when the ad will be running. (I love this one because there’s no need for your ad to be running when there’s no one – that matters for your Campaign — on Facebook.)

    Select your ad's schedule

  • The Audience option is together with your ad the most importance piece of your ad campaign. Here you can select a previously saved audience or define a new one. By default, Power Editor sets your country as the Location and 16-65+ as the Age range.

    Edit Audience

    If you’re creating a new audience you should edit these default values. Click the Edit Audience to do it. Here are the options that the window that pops up has to offer you:

    Edit your target audience

    • Location: You can choose a whole country, a state or province, a city, a ZIP or DMA (Designated Market Area) code and even an address
    • Age & Gender: Select your preferred age range and gender
    • More Demographics: Define specific demographics from the following set of options: Relationship, Education, Work, Ethnic Affinity, Generation, Parents, Politics (US only) and Life Events
    • Connections: Here you’re able to reach people who have a specific kind of connection with your Facebook page, app or event
    • In Languages you select your target audience’s language(s)
    • With Interest you’re able to narrow your audience even further down. This is great to present your ad to people interested in the same subject that your ad relates to
    • Behaviors allows you target people based on their purchase behaviors and intents. (Do you see how powerful this can be?)

    After editing your desired target audience, you can save it to use it later on other campaigns.

  • In Placement you need to select whichever platform you think it makes the most sense for your ad to appear. I don’t think running an ad campaign to get new list subscribers would work so well for mobile users (think about small touchscreens and having to type email addresses using them). Let’s just choose the Desktop option.

    Select your preferred Placement

  • Optimization & Pricing will let you choose the ad’s optimization options and about the Pricing visit my Facebook Advertising Cost post (again) for more information concerning this set of options.

    Pick your Optimization and Pricing options

Upload Changes to Get Your Ad Running

Re-visit each one of the tabs (Campaigns, Ad Sets, and Ads) to check and see if there are any errors listed. If so, read what’s wrong and correct them.

Now hit the green Update Changes button so you can save your work and send your ad(s) for review. You’ll see another pop-up with information about the upload progress.

When the Facebook Ads support team approves your ad, you’ll receive a notification. If it’s on schedule your ad will start to run immediately. If it is not approved, please check Facebook Ads Guidelines and make sure you follow them before sending it to be reviewed again.


That’s it for my Facebook Power Editor guide. I hope you liked it.
This tool is powerful and it is way easier to use than you might be thinking. If you follow my guide and explore it a bit, you’ll start leveraging the Power Editor in no time.

Back To You

Any doubts? Did you get stuck or did not understand any of the points I’ve just explained? Is there anything you think I should add? What’s your experience using the Facebook Power Editor? Please leave your comment below, I’ll be more than happy to help you out and read your thoughts.

Your Ad Friend,