游戏邦注：本文作者为Dennis Yu，文章主要讨论Facebook新广告权限编辑功能。

第三方工具供应商努力说服Facebook广告商放弃原有广告管理用户界面，使用他们推出的系统。最近Facebook新添加的权限编辑功能大大方便广告商大量制作广告。因此第三方工具供应商宣扬能够几分钟创造无数广告的价值主张吸引力如今有所削弱。

以下是权限编辑功能的局限所在，因此工具供应商仍然拥有增值机会：

广告故事——类似故事及帖子叙述促进点击率提升和降低粉丝获取成本。

竞价管理——如果广告商按照兑换率或粉丝付费竞价，那么Facebook就无能为力。最低点击成本的广告不见得是转换率最高的广告（游戏邦注：就像付费搜索）。

创造性优化——创新存储是分类旧广告首个完美步伐，但并无法让广告商意识到画面在哪个目标群体或族群的运作效果最佳，或者画面所传递的信息（公平讲，目前没有工具能够提供这项服务）。

精细汇报——新覆盖范围和频率报告十分有趣，因为它帮助我们更好获悉创造性消耗，但目前还没有针对临界值、趋势及关键字搜索之类元素的的竞价群体。

公平来讲，工具供应商们一致认为Facebook推新功能首先瞄准的是UI，而非API（游戏邦注：UI指用户界面，API指应用程序界面）。这就难以刺激广告商们使用API。我们建议Facebook应先在API投放新功能，然后才是UI，因为经验丰富的用户会通过编程方式首先采用PPC（点击付费）方案，就像他们首先瞄准传统PPC方案一样。

以下是新功能使用指南。

什么是Facebook权限编辑？

Facebook权限编辑是之前分散发布的升级版本。这使广告商能够在短短几分钟聚集、编辑、创造和优化广告。相比手动逐一发布广告而言，这个小工具能够节省许多时间。相比而言，一则Facebook广告一般需要花费3-5分钟时间。但通过添加复制粘帖功能的权限编辑，这些小任务不到30秒钟就能完成。

如何下载Facebook权限编辑？

1. 首先需要安装Google Chrome浏览器。

Google Chrome是谷歌首推的网页浏览器，可免费下载（游戏邦注：下载地址是www.google.com/chrome）。

安装Google Chrome from allfacebook.com

2. 然后登陆www.facebook.com/ads/manage访问Ads Manager，点击自己的广告帐号。

广告帐号 from allfacebook.com

接着点击Ads Manager左侧的权限编辑标签。

权限编辑标签 from allfacebook.com

最后点击“安装权限编辑”。

安装权限编辑 from allfacebook.com

那么你就成功完成安装步骤！点击“下载”。广告商可以选择下载所有帐号或者某些特定帐号。

下载 from allfacebook.com

如何在权限编辑中浏览

如何在权限编辑中浏览 from allfacebook.com

分析运作

在使用权限编辑调整广告、活动，或者创造新方案之前，广告商可以先分目前广告的运作情况。

广告商可以通过点击右下角的“Settings”，选择或者取消某个广告、活动参数，定制自己希望参照的参数。

Settings from allfacebook.com

广告商需要点击顶部导航栏的“Stats”下拉按钮，选择日期范围，然后获得该范围内的参考数据。

Stats from allfacebook.com

编辑广告和活动4种方式

编辑广告和活动4种方式 1 from allfacebook.com

编辑广告和活动4种方式 2 from allfacebook.com

创造新方案的3种途径

创造新方案的3种途径 1 from allfacebook.com

创造新方案的3种途径 2 from allfacebook.com

创造新广告的4种途径

注意：权限编辑目前只能让广告商创造广告，不能制作Sponsored Stories（游戏邦注：Sponsored Stories只能通过手工制作）。

创造新广告的4种途径 1 from allfacebook.com

创造新广告的4种途径 2 from allfacebook.com

创造新广告的4种途径 3 from allfacebook.com

发布调整信息

发布调整信息 from allfacebook.com

通过权限编辑使用Excel的小建议

通过权限编辑使用Excel的小建议 from allfacebook.com

广告商就尽情使用这项功能创造自己的广告吧！（本文为游戏邦/gamerboom.com编译，如需转载请联系：游戏邦）

How To Use Facebook’s New Power Editor For Ads

by Dennis Yu

Third party tool providers have struggled in justifying why Facebook advertisers should use their system versus what they can do in the ad manager user interface already. The recent addition of the power editor makes it that much easier to create hundreds, if not thousands of ads. Thus, the value proposition of third party tool providers who say they can create thousands of ads in minutes is now neutralized.

Here’s what the power editor does not do, which still provides opportunity for tool providers to add value:

Sponsored stories– the like and post stories provide fantastic performance in click-through lift and reduction of cost per fan.

Bid management– if you’re bidding to a cost per conversion or a cost per fan, Facebook doesn’t help you here. The ad with the lowest cost per click is not necessarily the one that converts the best, just like in paid search.

Creative optimization– The new creative library is a good first step to categorizing old ads, but doesn’t have awareness of what images work best with certain interest targets and demographics or what messaging ties with what images (nobody does this yet, to be fair).

Sophisticated reporting– The new reach and frequency reports are interesting, as they do help you better see creative burnout, but there is not yet target based bidding against thresholds, trending, keyword research, and so forth.

To be fair, a common refrain we hear from tool vendors is that Facebook releases new features in the UI before they are available in the API. This reduces incentive to use the API. Our recommendation to Facebook is to make features available in the API first and then the UI, since the most sophisticated users will be accessing PPC campaigns programmatically, just as is done with traditional PPC.

Following is a guide to using the new feature.

What Is the Facebook Power Editor?

The Facebook power editor is an upgraded version of the previous bulk uploader. It allowed you to mass multiply, edit, create and optimize ads in just a couple of minutes. This little tool will save you hours of work as opposed to manually uploading each and every ad. Comparatively, a regular ad on Facebook may take 3-5 minutes each. But with the copy and paste functions of the Power Editor, these little tasks should take no more than 30 seconds!

How do I download the Facebook Power Editor?

1. First off, you’re going to need the Google Chrome browser.

Google Chrome is the premiere web browser from Google, and is a free download. Go to www.google.com/chrome and download.

2. Now, visit your Ads Manager at www.facebook.com/ads/manage and click on your Ad account

Then click on the power editor tab on the left side of the Ads Manager

Now click “Install Power Editor”

Alright! You now have it installed! Click on “Download”. You can choose to download all your accounts or select certain ones only.

How to Navigate Within Power Editor

Analyze Performance

Before using power editor to make changes to your ads or campaigns or create new ones, you can start by analyzing the performance of your current ones.

You can customize the metrics you want to see about your ads and campaign by clicking on “Settings” in the right hand corner and selecting or deselecting each metric for both the Ads and Campaigns tab.

You then need to click on the “Stats” drop-down button in the top navigation bar in order to select a date range and get stats from this range.

4 Ways To Edit Your Ads And Campaigns

3 Ways To Create New Campaigns

4 Ways To Create New Ads

Note: The power editor currently only allows you to create ads, but not Sponsored Stories. The Sponsored Stories must be done manually.

Upload Your Changes

Tips for using Excel with Power Editor

And there you go! Now go forth and create some ads!（Source：allfacebook）