Brighter Option combines Page Insights, Ads API to improve Facebook ad planning

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By Brittany Darwell Comment

Facebook Ads API partner Brighter Option announced an update to its Social Ads Manager tool that makes ad creation and optimization more efficient. Most notably, the company now integrates the Page Insights API to help businesses choose effective ad creative for page post ads.

Page post ads are a relatively new offering from Facebook. Instead of developing creative with a headline, body copy and image, businesses can promote posts they already made on their Facebook pages. Brighter Option now shows posts’ engagement metrics within the ad creation section, which gives advertisers more context than Facebook’s self-serve dashboard and other ad tools provide.

Brighter Option CEO Peter Goodman says part of the goal with this feature is to solve some of the problems that result when companies have different agencies doing advertising and page management. Bringing page insights to the ad builder increases efficiency and we imagine it will encourage advertisers to rethink what type of content works best in Facebook ads.

The Social Ad Manager has come a long way since we profiled the tool in 2010. The London-based company has introduced several features that make Facebook ad planning and campaign management less onerous. We liked the easy navigation between analytics and scheduling, the find-and-replace feature for making copy changes across multiples ads, the ZIP code area map and shortcuts in the creative builder. For advertisers seeking a software solution rather than managed services for Facebook advertising, Brighter Option is worth testing. The company offers a free trial of its tool.