social media how toAre you looking for a better way to manage your Facebook ads?

Do you want access to new Facebook advertising features as soon as they’re available?

Facebook offers a powerful and often overlooked way for marketers to do amazing things with ads.

In this article I’ll show you what Power Editor is, explore its benefits and show you how you can create campaigns using Power Editor.

What Is Power Editor?

The most powerful way to target your ideal audience on Facebook is with Facebook ads.

But clicking the “Boost Post” button and using the self-serve ad tool only scratches the surface. If you want to thrive and direct profits with your Facebook ads, you need to use Power Editor.

facebook power editor

Use Power Editor to have full control over your Facebook advertising.

Power Editor is a free browser plugin created by Facebook that lets you bulk-edit your ads. It was initially created as a Chrome plugin. Although it does sporadically work in other browsers, you’ll likely want to use the Chrome browser when working with Power Editor.

Go to to test your browser or install the plugin.

But Power Editor is much more than just a bulk ad editor. It has many advantages over Facebook’s self-serve ad tool used by the vast majority of Facebook advertisers.

Here are the benefits of using Power Editor for your Facebook ads.

#1: Get Access to Latest Features

partner categories

Partner Categories is a feature available within Power Editor.

When Facebook rolls out new advanced features, they’re sent first to the Facebook ads API (which goes to third-party tools) and Power Editor. As a result, marketers using Power Editor tend to get these features well before those who use the self-serve ad tool exclusively.

Here are some examples of features you can currently find in Power Editor, but not in the self-serve ad tool:

Partner Categories: Facebook has partnered with three data-mining companies (Axciom, Datalogix and Epsilon) that collect mounds of data on users related to purchase history and lifestyle. Facebook uses this data to let advertisers do some powerful ad targeting with more than 500 categories.

Here’s a sampling of the targeting you can do with the help of Partner Categories:

  • Household size of 6 (8,842,800 users)
  • Upscale department store credit card user (34,618,400 users)
  • Home office supply purchases (2,638,300 users)
  • Aftermarket vehicle purchase over 48 months ago (11,952,800 users)
  • Baby food and products buyers (10,497,100 users)
  • Casino vacations (4,242,000 users)
  • Dog owner (12,643,500 users)
  • Fitness buyers—runners (5,950,600 users)
  • Teacher/educator (223,000 users)
  • Donate to veteran causes (7,016,400 users)

While Precise Interest and Broad Category targeting are dependent on users keeping their profiles updated, Partner Category targeting is based on a user’s actual buying history and completion of surveys.

Lookalike Audiences: Facebook’s recent rollout of Custom Audiences to the self-serve ad tool lets advertisers upload their customer lists into Facebook to target those users with ads.

Power Editor’s Lookalike Audiences builds a similar list of Facebook users based on your customer list.

lookalike audiences

Create an audience you can target with ads similar to your offline customer list.

This can be useful for advertisers with small customer lists that are quickly exhausted. Facebook will review your customer list and find either the top 1% (focused on similarity) or 5% (focused on reach) of users similar to those customers whom you can then target with advertising.

Saved Audiences (or Saved Target Groups): A successful Facebook ad takes time to create because you enter all of the relevant targeting parameters. This could include the following:

  • Countries/States/Cities
  • Gender
  • Precise Interests
  • Broad Categories
  • Partner Categories
  • Connections (Fans, Not Fans, Friends of Fans)
  • Custom Audiences/Excluded Audiences
  • Relationships and Relationship Interests
  • Languages
  • Education
  • Workplaces

That’s a lot of information and it’s a pain to re-enter this every time you create a new ad within the self-serve ad tool.

Within Power Editor, all you need to do is create a Saved Audience (also known as a Saved Target Group). Once you create a Saved Audience, you save a lot of time in the ad-creation process.

saved audience

Create a Saved Audience to save time!

While on the Audience tab, simply select your Saved Audience and Facebook will automatically prefill all of the necessary fields for you (more on this when we step through creating ads later).

Domain Sponsored Stories: This is a powerful tool that not nearly enough advertisers know about. It’s a great way to drive traffic to your website.

Whenever a user shares a link to your website, a story is created. If you set up a Domain Sponsored Story, Facebook will then turn that share into an ad.

domain sponsored story

Create Domain Sponsored Stories to leverage sharing from your website.

This is not connected in any way to your Facebook Page. The shining star of the ad is your friend and the link to your website. As a result, it’s more effective than a Page Post Sponsored Story at driving traffic to your website.

Conversion Specs: You’ll read more about this in a bit, but Conversion Specs allow you to get very granular within your ad bidding. You can optimize for specific actions like link clicks, video plays or post stories instead of relying on Facebook default optimization.

Others: This is constantly evolving. At one point, features like Conversion Tracking and Custom Audiences were available within Power Editor, but not the self-serve ad tool. If you want to get the cool features first, you need to use Power Editor!

#2: Control Ad Placement

Aside from new features, another reason to use Power Editor over the self-serve ad tool is the control you gain over placement of your ads.

placement of ad

Power Editor provides full control over the placement of your Facebook ads.

Within Power Editor, you can target the appearance of your ads as follows:

  • All Placements
  • Desktop Only (Right-hand column and news feed)
  • All News Feed (desktop and mobile)
  • Desktop News Feed Only
  • Mobile News Feed Only

Let’s take it a step further. Say you want to target mobile devices, but only particular mobile devices. This can be helpful when promoting an iPhone app, for example.

placement mobile

Target specific mobile devices with Power Editor.

You have the ability to target specific devices (feature phones only, Android phones only or iOS devices only) and even drill down into the models of those phones and OS versions.

If you use the new Facebook ads reports, you can quickly determine which placements are providing the best bang for your buck so you can optimize accordingly.

#3: Optimize Your Ad Bidding

Here’s more about the ability to use a feature within Power Editor that I mentioned earlier called Conversion Specs. This Conversion Specs feature is not available in the self-serve ad tool. You need the Power Editor to use it. Let’s dig into what that means.

Note that within Facebook’s self-serve ad tool, you can only bid based on Optimized CPM (optimized for a specific action), CPM (cost per 1,000 impressions), CPC (cost per click) and Optimized CPC (optimized for clicks).

Within Power Editor, you can do the following:

  • CPC (cost per click)
  • CPM (cost per thousand impressions)
  • Optimized CPM (optimized for a specific action)

In addition, within this Optimized CPM, you can choose from using default bids or manually set up bids to optimize for any of the following:

  • Clicks
  • Reach
  • Social
  • Actions

This is where it really gets fun. You can use either the default conversion specs or manually set up conversion specs.

You see, by default your ad is optimized for getting more Page likes if that’s your goal or for getting more engagement if you’re promoting a post.

But what if you want to optimize for something else? In the image below is an example of an ad that’s automatically optimized for engagement.

conversion specs

Optimize for specific actions by manually setting up Conversion Specs in Power Editor.

As you can see, the action type is “post_engagement.” You can edit this to optimize for another type of action.

Here are examples of codes you can enter to optimize for something other than general post engagement:

  • comment (post comments)
  • like (post likes)
  • link_click (clicks on links leading to an external website)
  • photo_view (views of post photo)
  • post (post shares)
  • post_engagement (general post engagement including any clicks)
  • post_story (post stories including likes, comments and shares)
  • receive_offer (offer claim)
  • video_play (plays of your post video)

#4: Save Time With Bulk Editing

The Bulk Editing feature is a quick and easy way to shave off a few minutes from managing your ads.

Let’s say you create a campaign with five ads in it. All of those ads include the United States and Canada as your target countries. After looking through your results, you decide to target only the United States.

You could go into each ad individually and change your targeting or use Power Editor to highlight each ad and change one. That change will apply to all five ads.

bulk editing

Quickly edit multiple ads at once within Power Editor.

You can also quickly duplicate a campaign and all of the ads within it by clicking the “Duplicate” button while viewing the campaign.

duplicate campaign

Duplicate a campaign and all of its ads with Power Editor.

Or you can duplicate an individual ad by clicking the “Duplicate” button while viewing the ad.

duplicate ad

Save time by duplicating an ad within Power Editor.

#5: Create a Campaign With Power Editor

First, make sure you click the “Download” button at the top right before you get started. This updates Power Editor on all recent activity you’ve had on Facebook and includes creating ads elsewhere, creating posts that can be promoted or creating tabs that could serve as a destination.


Make sure to click “Download” before each session using Power Editor.

Now go ahead and highlight either “Recent Campaigns” or “Active Campaigns” on the left.

recent campaigns

Highlight “Recent Campaigns” on the left within Power Editor.

Then click the “Create Campaign” button at the top.

create campaign

Click “Campaigns” and then “Create Campaign” to create a campaign in Power Editor.

Now select this new campaign on the left and simply fill in a few minor details.

campaign details

Create a Facebook ad campaign within Power Editor.

  • Campaign Name: Name your campaign something descriptive to make it easy to pick out later.
  • Budget: Set a daily or lifetime budget. This is the maximum that Facebook will bill you in a day or from start to finish.
  • Start/End: Set a start and end date and time. You can choose to run continuously without an end date if you choose.
  • Labels: This is a way to help organize your campaign into groups. Feel free to add a label here to help keep similar campaigns together.

That’s it! Creating a campaign is pretty dang easy.

#6: Create an Ad With Power Editor

Here’s how to create your ad in Power Editor. First, make sure that your new campaign is selected on the left. Then click “Ads” at the top and “Create Ad.”

create ad

Highlight your campaign, click “Ads” and then “Create Ad” to create a new ad in Power Editor.

Your new ad is then broken up into three main sections and one subsection:

  • Creative & Placements
  • Audience (including Advanced Options)
  • Pricing & Status

The Creative & Placements view will look like this:

creative placement

The Creative & Placements view when creating a Facebook ad within Power Editor.

Here, you’ll need to provide the following:

  • Ad Name (make it descriptive based on purpose, placement, bidding, etc.)
  • Ad Type (Ad, Sponsored Story, Mobile Only Ad, Video Ad)
  • Destination (Facebook Page)
  • Page Post (if applicable)
  • URL Tags (for tracking traffic to your website from ads)
  • Conversion Tracking (for offsite conversions)
  • Placement
  • Mobile Devices

After reading this article on Power Editor, make sure you also experiment with different types of ads—particularly those classified as “Ad” and “Sponsored Story.”

The Audience view looks like this:


The Audience view when creating a Facebook ad within Power Editor.

This is where you’ll do the bulk of your targeting by defining:

  • Audiences (select a Saved Audience to quickly fill in targeting details)
  • Country, State, City or Zip Code
  • Age Range
  • Gender
  • Precise Interests (target by interests, activities, education, job titles or groups listed on timelines)
  • Partner Categories (target based on buying histories and lifestyles)
  • Broad Categories (target people who include information in their timelines related to these words or phrases)
  • Connections (target users connected to your Page, not connected to your Page or who have friends connected to your Page)

The Advanced Options view looks like this:

advanced options

The Advanced Options view when creating a Facebook ad within Power Editor.

This is a continuation of the Audiences view. Target users based on the following:

  • Custom Audiences (target users on your customer list)
  • Excluded Audiences (exclude users on your customer list)
  • Interested In (relationship interests)
  • Relationships
  • Languages
  • Education
  • Workplaces

It’s important to target languages here so that you don’t waste your money on people who can’t read your ad.

When you select one of the Education options, you can pick the precise school, graduation year and areas of study to target.

The Pricing & Status view looks like this:

advanced pricing status

Here’s the pricing and status view.

We already covered much of this under the Section #3: Optimize Your Bidding (above). But this is where you can really refine with your bidding.

  • CPC (cost per click)
  • CPM (cost per 1,000 impressions)
  • Optimized CPM (optimized for a specific action)

I recommend split testing with each of these three options and that you consider manually assigning bids for a specific action to see what’s most efficient.

Make sure that you experiment with Conversion Specs to optimize your ad for the action that leads to success!

Don’t forget to click “Upload”!

When you’re finished creating your campaign, make sure to click the “Upload” button at the upper right-hand side.

click upload

Don’t forget to click “Upload” when you’re done creating or editing your Facebook ads in Power Editor!

Power Editor Results

Getting results with Facebook ads has a lot to do with whether you’re properly using all of the best tools available to you. Create your ads in Power Editor and you’ll get great results.

What do you think? Do you use Power Editor? What results are you seeing with Facebook ads? Let me know in the comments below!

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  • Aishah

    Brilliant article Jon! Very insightful.

  • Dave Grosz

    Jon, this is a great article! I’m just getting started with Facebook Ads but I can definitely see the power of this tool. Thank you.

  • Emeric

    Jon, you are a ressource for the rest of us 🙂

  • thomas

    Wow. I am spellbound with your knowledge. Thanks, Jon. Loaded with information that we need to know.

  • Thanks, Thomas! Glad you found it helpful.

  • No, YOU ARE!

  • Everyone can use it, Dave! Great, great tool.

  • Thanks, Aishah!

  • Thanks for this great resource and step-by-step screenshots, Jon. The post is a great resource and clearly a much more effective way to reach your targeted audience with the Power Editor plug-in.

  • Mike Maghsoudi

    Nothing to see here, just Jon playing chess while everyone else is playing checkers…

  • Stop it, Mike!

  • AmandahBlackwell

    I appreciate this detailed post about Facebook Power Editor. I’ve read other posts about it, but I was still confused about the feature.

  • Great article! I’ve been using the Power Editor for some time now for my clients and I learned something new here which is awesome. Thanks so much.


  • Danyelle

    Great detailed article! I am new to the Power Editor, so some went over my head, but I will get there! A few more reads through this as I do some testing! THANKS!

  • As long as you have the desire to learn, Danyelle, you’ll get there! It really is a great tool when you get it figured out. I actually developed a training course around it if you need any additional help!

  • Mayoor

    This is such a beast! Thank you so much for this article. It surely will help in my marketing.

  • Kishore Dharma

    Jon, it is an excellent article and I guess this will make it even more
    easier to implement the ‘Love Triangle’ strategy that we have been using
    so effectively for our clients.

  • Hi Jon,

    I had the luxury of having the Facebook Marketing support team take me through it step by step. It’s a very clunky tool and you really need to understand how it functions really well to get the best outcomes. Otherwise you won’t get the full potential. What I especially loved about it was the Split A/B/C/D/E/F testing 😉 I could do. This helped me understand what worked and what didn’t. I’m also going be using it for the download app ads which I think are brilliant opportunity to reach your audience while they are on the device they can download from.

    I haven’t seen any post this detailed and I know it will be very helpful for anyone wishing to take advantage of this tool. Nice work Jon!

  • really great work, Facebook power editor is certainly a great tool which could help you to achieve more.

  • Grant Perry

    Another great article Jon. I’m a big fan of Power Editor and are now starting to get great results for e-name acquisition and selling subscriptions (who said you can’t sell in FB!).

    I’m now waiting for the ability to manually bid on a CPA basis. And to target or exclude based on conversions. e.g to run ads to sell a paid product to people who have converted to an e-letter or to exclude e-letter converters from other e-letter acquisition campaigns. Hopefully coming to a power editor near me soon…

  • Never used power editor. Couldn’t be bothered reading this verbose article. Boring!

  • Steven Hewitt

    Great article. I’m looking at running a Facebook Ad and this is very useful. Thanks.

  • Hah! Thanks for the comment!

  • Jon, the Power Editor can be SUCH a beast. Thank you so much for putting all this incredible info out there in an easily digestible manner! Great post.

  • Thanks, John! Power Editor is kind of a pain, but if you want all of the benefits that go along with Facebook ads you’d better figure it out! Love all that it can do.

  • You guys are both awesome!

  • Erick Fuentes

    thanks! very helpfull clear a lot of things on my mind
    can you please specify or creat another post with the part of:
    Manually set up bids
    Manually set up convertions specs

    thanks again!

  • Hi, Erick! I’ve actually written about Conversion Specs on my site. If you go to, search for Conversion Specs and it should be your first result.


  • Just started using today – I wanted to create some ad variations using the duplicate function. I found this really useful as the regular ads page makes you start from scratch.

    I did find one issue, maybe I am missing something: I created one duplicate too many and I could not figure out how to delete the ad. I ended up uploading it with my desired ads and deleting it from the regular ads page and then downloaded again to make sure it was gone. Seems clunky to me? Is there no way to delete a pending ad in power editor?

  • If the ad hasn’t gone live, just highlight the ad or campaign and hit the delete button on your keyboard!

  • Dan Gejay

    Timeline of events:

    – Started advertising with self-serve tool
    – Started reading everything Jon Loomer writes
    – Started using Power Editor
    – Started making more money
    – Thanks Jon for keeping me up to date on everything FB (**Thank You!!!**)

  • YES! Love it, Dan!

  • Michael Wilson

    I have never even heard of this tool before, I think that you did a good job with detailing just about everything about it! Facebook ads has been something that a lot of companies have been taking advantage of, and the easier and more effective their processes will be, the better companies will be good at getting their name and brand out there. This looks like something that can find your target audience, which is extremely important when building a brand because you have to know exactly what kind of people you want to try out your product and/or service.

  • Thanks, Jon. I’ve been using the power editor, but hadn’t figured out all of these options. You definitely filled in the gaps for me. I’m on the road to becoming a power editor power user now.

  • louisa foto + design

    Has anyone ever used it for plain old facebook posts? It looks like you have the option to do that, and when I tried to schedule my facebook posts ahead of time with the schedule feature (not in Power Editor), they didn’t work.

  • Thank you for the Post . I was looking for the same from so many weeks. Really a Great Tool!! I must appreciate your efforts as you have mentioned complete and step by step procedure. Thank you once again.

  • Allison

    Question for you – can we target ads to members of a Facebook group? I can’t seem to find a place to do that in Power Editor…

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  • Bambi & Banter

    Are Partner Categories within power editor still only available in the USA?

  • Gareth

    When pressing Upload I get this message:

    Failed to upload the targeting xxxxxxxxxx: Error validating access token:

    Please any advice much appreciated!

  • A great breakdown of how to use Power Editor. I’ve had some (limited) experience with it, but this post makes it seem *somewhat* easy.

    Thanks for the post Jon!

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  • Stephanie

    Great article, Thank you.

  • Stephanie

    Great article, Thank you.

  • Alex

    Hi! really enjoyed your post and i have a question for you: How can you exclude a city from the targeting? say i want to target the ad for the whole country except for my city? thanks

  • Shawn

    Thanks for the wonderful article. For developers who are not yet eligible for access to Ads API what alternative do you suggest ? Power editor is cool but once cannot write code around it.

  • Larry Penilla

    training course? tell us more

  • Karisa

    Great article Jon. Question for you. When I download the Power Editor I see “Adverts” and “Campaigns” at the top, instead of “Ads” and “Campaigns.” How can I change that?

  • Ahmed Yousuf Navtakia

    Please help!! when I click on the upload button it gives the following erorr. please help me asap:
    Failed to upload the targeting : The transaction AdproTxnAccountAudience failed its validation check.
    Failed to create campaign “SA like increase”: Unknown error

  • Simon Walker

    Jon – thank you this is an extremely useful article for someone with a business that is just about to embark down the Facebook advertising route. We are however getting conflicting advice – we have $5000 per month to spend on Facebook with the aim of getting some decent app download numbers across iOS and Android and whilst some people are saying ‘do it yourselves’ and use the money on the media buy itself, others are saying we should spend half of our budget a month on professional media buyers. In your opinion are these professionals likely to so out perform us doing it ourselves that they would warrant halving the spend on the ads themselves? I would really value your thoughts. Thanks.

  • Jessica

    Hi Jon,

    When I click the “Download” button to update the Power Editor I’m getting a red “X” in the Posts category. It doesn’t let me move forward from here. Any advice / tips you can offer?


  • shiri

    This just made my life soooo much easier. Thanks Jon!

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  • Jon– love this. I think 2014 requires us to spend more time dissecting how oCPM functions. I’m super impressed by a combo of oCPM with manual action spec bids.

  • Jon– love this. I think 2014 requires us to spend more time dissecting how oCPM functions. I’m super impressed by a combo of oCPM with manual action spec bids.

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  • RickGS

    Power Editor shut down my personal FB account for 24 hours saying that
    there was “Suspicious Activity”. I was simply entering zip codes in the
    location targeting. I checked ahead of time and FB entry limits
    specified up to 2500 zips per ad. It crashed at 501 entries and
    blamed me for some suspicious activity. Definitely a bug, and FB
    support was absolutely worthless. I had no personal account for 24
    hours and FB had one extremely irate “customer”. Although Power Editor
    is the only place for Partner Categories, I see that Ads Manager now has
    better location targeting. Anyone found other PE issues? I’d like to
    avoid having my account suspended or closed.

  • Theresa

    My Power Editor simply doesn’t have the options to “Create a campaign” or “Create an ad” and the homepage doesn’t look like this at all. I’m in Chrome. Am I missing something? Am I the only one?

  • Geri Lafferty

    Terrific info — thank you so much! I’m enjoying crawling around the new editor.

  • Jo Bup

    Hi, I am using power editor. I mostly boost posts to get more fans. What i dont know is how to use the bulk feature to boost posts. Can you help me?

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  • Mary

    My Power Editor does not have the options mentioned. I’m in Chrome. Has there been an update to the Power Editor since this story was written?

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  • Kathleen Buckley

    Finally I have found the tool I need to create the ads I want: power editor! Just dabbling today and I’m having trouble uploading because “locations are invalid” but Massachusetts is a valid location. Hmmmm

  • Mark Snell

    Hello Amy,

    FB has changed the platform in the Power Editor. It is a lot different than what you show in your video and in the screen shots. Would you be interested in creating a new video or webpage like this one with new screen shots? Would be much appreciated!


  • Katie Main

    Can you use Power Editor to just create a page Post? Every time I try it automatically turns it into an ad. Thank you!

  • Erikvd44

    Great article Jon! Thank you.

  • Ryan Jennings

    GREAT article and I like power editor, kinda! Can’t seem to create an ad to promote a Facebook App.

  • Ryan Jennings

    Your comment is awaiting moderation.

    I’ve created a landing page with leadpages and have published it to my Facebook page. When creating a new ad, I created a campaign to create desktop app engagements, then created a new ad-set. When creating the ad, I get this error every time. What am I doing wrong?
    “There are no Facebook Mobile Native Applications associated with this account. Please choose a different type of ad.”

    Thanks so much for your help, I have been fighting this for days now.


  • Hi Ryan, you might want to reach out to Jon over at

  • Ryan Jennings

    Thank so much Cindy!

  • This is easily the best and most comprehensive post Ive found on Power Editor. Will be sharing and referring to this often!

  • First of all thanks to you Jon for this well explaining post. What is not quite clear to me when it comes to tracking pixels: How can I set them up with CPA offers?
    Thanks already in advance for some help.

  • srinuchilukuri

    Nice article,
    is it possible to create ad using api through php,
    please help me…

  • Phil

    Thank you Jon for this information… I realize this article is a year old… would you say at least most of it still applies to Power Editor? I’m just getting going on it. Thanks

  • Definitely outdated, Phil, but you can still find value here.

  • Robson

    Thanks a lot for your great article Jon!

  • Robson

    Thanks for sharing Jon! I got more from your article!

  • nic

    hello jon, some article told me that power editor hve ability to “test your ads” before running the ads to the real page, can you give an advice?thankyou

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  • Keri

    Can Power Editor be used just to upload email contacts into a FB Business Page? I don’t want to put up an ad, but it was suggested to me that this is the only tool I can use to upload my contact list of 3000 email addresses. Any help would be appreciated!

  • Awesome article! I’m new to dark posts but I see the potential.

    Thank you for sharing this information.

  • emma j

    Hi John,
    brilliant article – so hepful!
    I was wondering if you can tell me…can you apply a new saved target group to an already live ad?

  • Carl Allum

    Im having trouble submitting an ad to the United States using a daily budget of around £10. Are there any guidelines that will show me how to successfully promote to the US and how much it will cost?

  • Donna Bruno

    I’m just learning the Power Editor platform. I established a total budget on an ad that I want to run for 7 days but I’m not clear on how the optimization charge section influences or doesn’t influence the cost. I can’t seem to find any posts about this either. Could you help?