Utilize social media with PPC ads. Learn how to use FB’s Power Editor to create a goal-achieving advertising campaign - and find out which special features the Power Editor has that Facebook’s normal Ads Manager doesn’t have!

1. How To Use Power Editor To Run A
Facebook Advertising Campaign
Small Business Online Marketing Tips By

2. Did you know?
In a 2015 study, 59% of small businesses
reported that they did not receive an ROI
from their social media strategies.
That is a shame.
And it is proof of ineffective marketing
strategies performed by business owners
without experience or marketers who are not
utilizing social media tools properly.

3. Stubborn Business Owner That
Downplays Social Media?
(By the way, the Huffington Post published a really
informative article for stubborn business owners
who don’t feel that social media marketing is
worth the resources.)
When social media is implemented properly, aka:
professionally, consistently and effectively, it can
be a business’s biggest strengths. But, an
imperative piece of the social media puzzle that
cannot be overlooked is social media advertising
(also known as pay-per-click ads).

4. These PPC ads are gold. Especially
Facebook ads.
The process is ingenious!
Since Facebook already collects SO much
information from millions and millions of
people across the globe, it is an awesome
way to hone in on targeting a very specific
type of person and to display your
message in a space where the target
audience is - every day.

5. The reality is…
Facebook ads are increasingly effective: Facebook
advertisements’ click through rates increase
year after year, and the cost per click has been
decreasing.
If you want to get new followers to a client’s
Facebook business page, if you want to get people
to notice a business’s message, if you want to get
more traffic to a website, the best strategy is to
perform a Facebook advertising campaign. (This
can also be used to open up more PPC campaign
ideas in the future.)

6. Talk to the business owner and let him/her know the intricate
ways in which you can target a particular audience on
Facebook.
– Let him or her know that you can set a daily budget for $5 and
still reach thousands of people.
– Let him or her know that social media marketing has a 100%
higher lead-to-close rate than outbound marketing.
– Let him or her know that the business’s target audience IS on
Facebook and is already clicking on other businesses’ Facebook
ads.
– Let him or her know that if their business does not utilize
Facebook ads, their competitors WILL.
When you get confirmation from the business owner (or if you
are the business owner and want to utilize Facebook ads), you
should use a relatively new Facebook advertising tool called
the Power Editor. In the remainder of this blog post, I am
going to explain how to use it and I will mention it’s unique
features.

7. Some tips when planning a social
media advertising strategy:
• Determine your goals and what it means to succeed
• Clearly define your target audience
• Understand the target audience
• Decide on a reasonable budget
• Have at least one high-quality image or graphic to use for
the advertisement (no more than 20% text)
• Feel free to refine the ads while the campaign is running -
nothing is in stone

8. How the marketing professionals at
Bloominari use the Power Editor to
create an advertising campaign:
If you’re familiar with
Business Manager, the
Power Editor can be
accessed while on the
Business Manager page.
It can also be accessed
when in Facebook’s Ads
Manager (Power Editor is
listed as a link at the top
navigation bar.)

9. Once in the Power Editor, you will
see a page similar to this:
Power Editor is organized very nicely, making
it user-friendly. It clearly shows the separation
between campaigns, ad sets and individual
advertisements, as well as how to create, edit,
duplicate and delete them.

10. First step: Create a Campaign
1. While under the Manage Ads tab, click
Create Campaign (a campaign is the all-
encompassing name for the ad(s) that you
will make for a certain audience or
audiences).
2. Enter a campaign name (some key words
about the type of campaign and purpose),
select the buying type (to specify how you
are paying for the PPC ad).

11. 3. And select your objective (what you want people to do with
this ad). This can be: clicks to the website, lead generation,
Facebook page Likes, video views, app engagement and
other types of things. You must choose only one, and then
the Power Editor will keep track so that you can later judge
if the campaign was successful or if you need to make
changes to improve its performance.

12. Second step: Choose or Make an
Ad Set
1. In the same window, you can choose an existing ad set or
create a new one. You do not need to create an ad set in that
window, you can just click the Create button when finished
creating a new campaign.
2. After creating the campaign, make sure you immediately
deactivate the campaign. (Nothing will happen until you put
in payment information and create ads to display, but it’s
best to be safe rather than sorry and make sure everything is
deactivated.)
3. Go to the second step on the very left-side of the Power
Editor and select Ad Set. Above it, click Create Ad Set. An ad
set is a group of advertisements that fall under the same
campaign (therefore have the same goal, overall budget and
relatively same information) but have different targeting
criteria (aka: different audiences).

13. 4. In the window that appears, select your campaign
name that you want to use and then select Create
New ad set. Choose a name that is similar to the
campaign name but also includes the target
audience and click Create. Each new target
audience will have a different ad set.
5. Details about the ad set automatically appear.
You can choose the daily or lifetime budget, as
well as when the ad begins, when you want it to
end and how often you want the ad to run.
6. Before you get into those other details, it’s best
to choose the audience. Scroll down to the
Audience section and click Edit Audience.

14. This is a really special, unique and beneficial feature of the Power
Editor: it gives you the ability to deeply narrow your search and
even exclude people. For example, let’s say you are trying to reach
college students in San Diego to get them to buy your business’s
beginning photography gear. So you need to target university
students in San Diego who are interested in photography, but are
not professional photographers.
a. You would select your target
audience by first choosing the
demographic area of San Diego,
then choosing appropriate ages,
then choosing the three
universities in San Diego. This
means that you are targeting
people of a certain age range
who live in San Diego, and they
must have on their Facebook
profile that they attend one of
these three universities.

15. c. Finally, you can exclude the people who are already
photographers. You click Exclude People and then choose people
who have a job title as a photographer.
d. This process is the ultimate targeting strategy, which is much
better than using the Ad Manager on Facebook.com.
b. The next step is to click
Narrow Further and then
select photography as an
interest they have chosen
on their Facebook profile.
This means that you are
targeting San Diego
university students who
also have an interest in
photography.

16. 8. Lastly, you can choose to target only people who Like
your Facebook business page/app/event, only people
who do not Like your page/app/event or friends of
people who have Liked your page/app/event. After
every change you make in this window, it will
calculate the potential reach for this ad set (the
number of people who fit these criteria). Click Save
when you’re done. You can always open it back up
and change it in any way or even delete it.
9. Continue to make as many ad sets as you need. To
continue the example with the photography business,
you may also want to target older adults who are
interested in photography, people with children or
people who are interested in the San Diego Museum
of Art. Click Save when done.

17. Back On The Ads Sets Page…
This is when you can play with the daily budget or lifetime
budget amounts and discover the potential estimated
daily reach. The more money you want to spend, the more
people you can reach, but this will eventually plateau.

18. Third Step: Create Advertisements
1. Now it is time to create the individual
advertisements. Go to the third step on the very
left-side of the Power Editor and select Ads.
2. Above it, click Create Ad.
3. Fill in the correct campaign name and ad set (the
target audience for this individual ad).Then type
up the name for the ad (use the campaign name,
ad set name and brief keywords for what this ad
will entail) and then click Create.

19. 4. The next window provides all of the necessary fields you need to create an ad,
including a url, ad headline, ad text and the ad’s news feed link description. You can
choose exactly how you want the ad to look and what exact placement you want the
ad to have on Facebook and then you can easily preview the ad. Some of the text
boxes have character limits, so be careful. It is best to write out all of the text first in a
Word document, have it saved and then alter it while you create the ad.
5. When uploading the image for the advertisement, be sure that it is within the image
size restraints, be sure to crop your image for the ad accordingly and Facebook will not
allow an image that appears to be more than 20% text.
6. Don’t forget to choose a call to action button.

20. In order to create the most effective
advertisement possible, make sure
the Facebook ad is:
• Visually appealing
• Relevant to the target audience
• Has a value proposition
• Has a call-to-action

21. The Power Editor is a very helpful, useful
professional tool for marketers. It’s best to
get familiar with it before the pressure is
on to create a PPC campaign for a client,
but hopefully these steps help guide you
through how to use the Power Editor if
you are planning on using it immediately.

22. If you are a small business owner trying to
manage your Facebook page, social media ads
and social media presence by yourself, please
know that we are here to help.
We offer competitive, affordable prices to fit your
budget.
You are a master at your industry, and your business
needs you to focus on your business - not its social
media presence.
For more information about the Power Editor, Facebook
has some videos you can watch here.

23. Thank You
Are you a small business owner and would like
strategy, marketing, content or design
assistance?
Please contact us:
bloominari.com | 619-354-1118 | info@bloominari.com