Inside Facebook
Inside Facebook |
| Facebook’s New Ads Power Editor Replaces the Bulk Uploader with a Streamlined GUI Posted: 03 Jun 2011 12:41 PM PDT This week, Facebook launched its new Ads Power Editor desktop software for buyers who work directly with a Facebook ads representatives. The new multi-pane graphical user interface presents a streamlined way to create and manage multiple Facebook ads simultaneously. It also integrates with Excel, and replaces the Facebook’s bulk uploader ads tool which will be deprecated on June 30th, 2011. Here we’ll provide a functionality overview of the Facebook Ads Power Editor and present some questions regarding how the enhanced native tool impacts third-party tool provider working off of the Facebook Ads API.
Until now, Facebook provided four main ways of purchasing and managing ads. The public self-serve graphical user interface ads tool, the bulk uploader for managing ads through Excel, the Facebook Ads API for programmatically managing ads, and a direct relationship with Facebook ad sales representatives for the site’s biggest advertisers. Now, those working with ads reps have access to the Power Editor that combines and strengthens the features of the self-serve and bulk uploader tool. While Facebook has continued to augment the self-serve ads purchasing tool and Ads Manager with more conversion and reach metrics, new ad units such as Sponsored Stories, and new targeting options such as broad category targeting, the design of the graphical user interface has for most part remained stable over the past few years. For those that needed to create and manage large scale optimized ad campaigns, the self-serve tool and bulk uploader were a bit too clumsy. While the Power Editor doesn’t support Sponsored Stories, it makes generating and editing multiple ads at once much simpler. New FeaturesDownloading the Power EditorFor now, the bookmark for the Power Editor only appears in the ads accounts of ad buyers who work with Facebook ad sales representatives and are running the Google Chrome internet browser. Those who qualify can download and run the software locally from their Windows, Mac, or Linux machine. Users then download their existing ad account and campaigns into the software from Facebook. Multi-Pane InterfacePower Editor users are shown three panes shown in the image above:
This tiered interface makes it easy to navigate between and edit a huge number of ads from different accounts and campaigns. The old Ad Manager required many more clicks and page loads to access all of this information. Performance Metrics SettingsUsers can check boxes to select which metrics will appear in the main pane. These include standard metrics such as clicks, impressions, and bid, as well as new metrics such as Facebook content and errors, and basic targeting attributes such as age and sex. Users must set a date range with the stats drop-down to load the new metrics.
Creating New CampaignsUsers can create a new campaigns in three ways:
Creating New AdsUsers can create new ads in four different ways:
The Power Editor is backwards compatible with the Bulk Uploader, so spreadsheets from the Bulk Uploader can be imported the same way as they are from Excel. Whenever edits are made in the Power Editor, the ‘Upload’ button must be clicked to sync the changes with a Facebook Ads account. Changes since the last Facebook account upload or download can be undone using the Revert Changes button. Power Editor and the Facebook Ads APIThe Power Editor provides some of the basic functionality offered by tools built by third-party developers on the Facebook Ads API. Specifically, the ability to create and manage multiple ad variants for A/B testing can now be accomplished through Facebook’s native tools. This to some degree commodifies a core selling point of third-party tools — namely that a significantly level of efficient A/B testing could not be achieved without an Ads API tool. However, many Ads API tools provide better ad creation than the Power Editor, with visual trees and the ability to cross several creative and targeting variables to instantly produce permutations. Third-party tools also provide deeper analytics, cost per fan and conversion-based optimization models, auto-optimization algorithms, and support for Sponsored Stories. This means that for now there should plenty of value for Ads API tool developers to offer big ad buyers. We’re following up with Facebook about the direction of both the self-serve tools including the Power Editor, and the Ads API. We’ll return with insights into how advertisers should choose the solution that’s best for them, and how the tools of Ads API developers should look to differentiate themselves from Facebook’s native tools. Strategies for taking advantage of the crucial Sponsored Stories ad unit, and the new conversion and reach analytics in the Facebook Ads Manager can be found in the Facebook Marketing Bible, Inside Network’s comprehensive guide to marketing and advertising through Facebook. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Profile Analyzers, Friends, Videos, Quizzes and Tabs on This Week’s Top 20 Emerging Facebook Apps Posted: 03 Jun 2011 08:01 AM PDT
Most of the applications on our weekly list of the top emerging Facebook apps by monthly active users this week either analyzed a user's profile or offered users access to videos. A couple other apps, one for quiz creation and another for Page tab creation, made the list, too. The apps on our list grew from between 117,700 and 678,500 MAU. The list of top 20 emerging apps was compiled based on AppData, our data tracking service covering traffic growth for apps on Facebook and covers apps that grew the most in the past week, ending at between 100,000 and 1 million monthly active users. Top Gainers This Week
A good number of the apps on our list this week analyzed a user's profile to see which of their friends interacted the most, who was male and female, married or single, and other metrics. Friend Matrix is a Connect app that creates a collage of a user's friends; the app grew by 505,300 MAU. My Report Card grew by 376,800 MAU and My All Statistics which grew by 147,600 MAU both publish a photo album of your statistics to your feed while tagging your friends. Then, Your World Rank grew mostly in India by 363,500 MAU, compiling your profiles statistics then publishing a feed story.
Video apps were also popular. Video Forever with 355,900 new MAU, Video Anatolia with 252,100 MAU, askvideolari with 222,500 MAU and Akıllı Tv Video with 119,600 MAU allow users to view, share, Like and comment on videos. Then Görüntülü Sohbet grew by 200,300 MAU; this app is a sexually explicit one that publishes such a video to a user's feed upon use, but also seems to be a Connect app, taking the user to an external "dating" website. Then there was Static iFrame tab with 255,700 MAU; the app allows users to add tabs to Pages with a variety of technologies. Then Quiz Creator with 117,700 MAU allows anyone to create quizzes with customized questions, answers, quiz language, photos and publishes a bunch of feed stories as a user makes their way through the quiz creation. |
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