Facebook began testing the ability for Power Editor users to preview News Feed ads as early as last September, and the social network confirmed to sister blog Inside Facebook that it began rolling out the feature and other changes to Power Editor last week, with all Power Editor users receiving the updates “over the next few weeks.”
A Facebook spokesperson told Inside Facebook the new Power Editor flow will update the following objectives:
- Clicks to website.
- Website conversions.
- Page post engagement for photos (the spokesperson added that other page post ads should be created using the appropriate objective).
- Video views.
- App installs and app engagement, which were previously supported.
- Event responses (for events created from pages).
The social network added that the changes to Power Editor will not affect campaigns optimized for page likes, local awareness and offer claims, adding that the moves represent a shift in the creation of News Feed ads, playing off changes to unpublished posts or dark posts and allowing brands to create News Feed ads that are not anchored to page posts.
The spokesperson explained the addition of the ability to preview ads to Power Editor to Inside Facebook:
This will impact all clients, partners and agencies that use Power Editor. This will particularly affect those that have wanted to create and preview News Feed ads within Power Editor, and later edit those ads. In the past, since these ads were anchored to page posts, they were not changeable. With this change, advertisers can now create News Feed ads at scale, preview them during creation, edit them at any time and bulk import/export them.
We’ve received very positive feedback on this feature during testing and expect it to drive advertiser satisfaction through more efficient ad creation and management.
We also expect that over time, it will lead to more and higher quality ads in News Feed, since now it is much easier to do this at scale.
Advertisers: What do you think?
Screenshot courtesy of Inside Facebook.