Ads API Profile: Brighter Option’s Social Ads Manager for Smaller Budgets

As part of our ongoing series on companies offering Facebook’s Ads API tools and services, today we profile Brighter Option’s Social Ads Manager. It allows clients with relatively small budgets to create, target, and bid on ads at a large scale through a self-service tool. SAM’s strengths are in post-click conversion tracking and a robust set of native data visualizations, but it doesn’t have automated bid optimization like some other Ads API tools.

For those less familiar, Facebook’s performance advertising system offers powerful targeting, but the user interface is not designed for running big campaigns or conducting sophisticated A/B testing. Last fall, Facebook gave a limited number of developers access to an ads API to allow more powerful tools for designing, targeting, and managing ads to be built.

Company Profile

Brighter Option is an off-shoot of European social advertising agency Socially Bright, that was looking for a scalable way to run Facebook ads to drive social game installs for its clients. Socially Bright wanted to be able to prove the ROI of running Facebook ads, so Brighter Option designed SAM to focus on conversion tracking and reporting.

The twelve employee team is based in South London, and is self-funded by CEO and founder Peter Goodman. The SAM browser-based software is currently being licensed by roughly twenty clients ranging from social games to small agencies. Unlike many ads API tools which require clients to spend at least $10,000 to $50,000, Brighter Option does not have a a minimum spend. Clients are charged a fee for each click driven through SAM, allowing companies with limited budgets to try out the tool without making a commitment. Fees are capped for larger campaigns to encourage clients to increase their spend.

“We believe once you start using SAM, your spend will increase,” Goodman explains. “People need to be offered a chance to use it at an early stage to prove that Facebook can deliver good results.” Clients need to understand how to use the tool in order to increase their spend, so Brighter Option offers training to help managers.

In the six weeks since SAM launched, Brighter Option has seen a wide spectrum of client spend, though it doesn’t have volume specifics to share yet. The tool provider differentiates itself by “trying to take care of the smaller players as well as the larger ones.”

Social Ads Manager

Upon logging into SAM, users see a dashboard showing their most active campaigns and clients which can be sorted by spend or other metrics, as well as recent daily spend history, ad approvals by Facebook, and connected Facebook accounts.

The New Campaign tab allows user to title, schedule, and bid on a campaign, add images from the ad’s destination site or a library of previously used images, and define targeting. By choosing to expand targets, all the included ages in an age range, selected countries, or languages are applied as variables to create every possible permutation of the ad.

SAM doesn’t provide a vivid way of seing different variants as they’re created, or the approximate audience of all the variants, making it slightly more difficult for a user to understand what ads they’re running. SAM also lacks suggestions for similar interests, or a typeahead for selecting common Likes to target.

The Clients tab presents a performance overview graph which can show metrics including spend, impressions, clicks, Likes, CTR, CPC, CPM, and cost per Like over a variety of time periods. Any of these metrics can be clicked to instantly show that performance graph without the page needing to reload. Users can also see the performance of different campaigns for single products, such as different service plans for a satellite TV package. User can select exactly which columns of data they want to see about these campaigns, such as average bid, total conversions, or how often different conversion levels were reached.