If you follow our blog, you already know that we are huge fans of social media. We could easily talk your ears off about algorithms and platforms all day, which is why we are going to focus in specifically on a tool that improves the quality of our experiences. 

That tool is the infamous PowerEditor. Oh that is right, this is a Facebook blog post. We know that this has been a hot topic recently, so we are going to go over some of the elements that we love about the tool. Let's start with the basics. 

What is It

PowerEditor  is a tool that allows you to edit Facebook ads in a specific manner. Actually, it is a requirement in our books. This is because of targeting. Facebook ads do not work if they are not targeted; instead you will get ridiculous likes from click farms or those outside of your audience. Think of it as any other type of advertising. You would not advertise for a feminine health product inside of the men's locker room. If it isn't targeted, it doesn't make sense. 

In addition to the regular Facebook demographics:

• 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)

Not to mention the browser type, computer platform, spending profile, etc. PowerEditor is on it. 

Custom Audiences 

So what what do we love about it in particular? Custom audiences!  You may say, but that wasn't on the sampling list! And you're definitely right. Custom audiences are even more specific. To get started from the manage ads section, just click "audiences" on the left side of the page. In PowerEditor, click "Manage Ads" at the top left column. We are going to explore 3 of our favorite audience types. 

Website Traffic 

When you are creating your custom audience, you will see an option for "Website Traffic". 

Options:

• Select viewers who visit your website
• Select individual URL keywords
• Add how many days back you wish to track

Please note, you need at least 100 website clicks for the audience to happen. It will start tracking as soon as you install your pixel. Which brings us to...

Installing the Pixel:

• Generate your code
• Add the code between <  header  > and <  /header   > 
• Wait for the viewers to roll in

Why We Love It 

Have you ever been to a website to see a product, then signed on Facebook to see the same product being advertised on your newsfeed? Of course you have. You either thought, "Oh wow that is my product maybe I should buy it!" or "Holy crap Orwell was right!". 

That is what the tracking pixel (code you added to your header) does. If a user goes to your website, they will see your ad on their page. You can be broad and target any visitor or specific and set up certain pages. 

However, the most common type of Website Custom Audience (other than for all visitors) will be for a specific page. For example, if I want to target only people who visited the landing page for my Power Editor training course, I’d use this:

/fb-marketing-advanced-university

If you add more keywords, Facebook will target anyone who visits any page that includes any of the keywords listed.

- Jon Loomer 

This is a powerful feature. It will remind customers that viewed products or allow you to bring attention to specific services. 

Lookalike

Similar to custom audiences, we also favor lookalike audiences. You can create a lookalike of your current Facebook audience or of your website audience that you created above. A lookalike audience will reach those that are similar to the audience it is imitating

When optimized for similarity, a lookalike audience will include the top 1% of people in the selected country who are most similar to the seed custom audience. The reach of the new audience will be smaller, but the match will be more precise. When optimized for reach, a lookalike audience will include the top 5% of people in the selected country that are similar to the seed custom audience, but with a less precise match. 

- Facebook Developers 

At the very least, we recommend at least installing the tracking pixel now if you want to advertise soon or later in the future. Explore your options, but if you are advertising on your own, do not ignore PowerEditor.