Managing advertising campaigns across different platforms — such as Google, Facebook, Bing, and Twitter — can be daunting. Think about it, each platform has a different interface, different targeting options, and seemingly different goals. While advertisers often prefer to manage campaigns in the specific platforms, many advertisers are switching to tools that simplify the tasks.
Ad management tools aren’t that old. The need didn’t exist when there were only a few big players with limited APIs and advertising options. However, many more social networks now sell ads, creating the need for advertisers to consolidate.
With that said, in this article I’ll address three ad management tools. I chose these three based on my research and my experience as an online marketing director.
AdEspresso is an ad management platform that specializes in Facebook. Why recommend a third-party tool that only deals in Facebook? It’s simple, really.
While Facebook is just one network, it offers many frequently-unused features, such as ad testing, scheduling, advanced targeting, and more. AdEspresso helps by managing some of these features. If you advertise heavily on Facebook, AdEspresso is worth a try.
AdStage is the best overall ad management tool, in my view, if you advertise on all the social networks, as well as the search engines. AdStage is quick to add new networks, has helpful add-on tools to help you manage your different accounts, and offers a good way to view everything together.
That’s a benefit of third-party ad management tools: bringing it all together. While different platforms might have different end goals, you’re usually focusing on clicks, impressions, and conversions. Bringing all that data together across the networks in one place makes understanding what is and isn’t working easier.
Facebook Power Editor
Facebook’s Power Editor allows you to edit Facebook ads at scale, much like Google’s AdWords Editor. Power Editor has come a long way from its humble beginnings. It was so clunky at the beginning that I preferred to work in the native Facebook ads interface. However, this is no longer the case.
Power Editor offers more advanced audience targeting and segmentation, in addition to more conversion options that are not available in the native ads interface.
Have you used an ad management platform or specialized tools, such as Facebook’s Power Editor? Please share your experience in the comments, below.