Digital Marketing Executive
21 August 2014
Facebook has recently added an exciting new feature to Power Editor that further enables advertisers to target the right customers, at the right time. Similar to that of Google Adwords dayparting function, the ad scheduler allows advertisers to pinpoint times of day and days of the week that will be most effective for a particular ad campaign.
For those of you who aren’t familiar with Facebook advertising; previously, when setting up a Facebook advertising campaign there was only the option to schedule a start and end date. In order to have ads run at particular times of the day, advertisers would be required to manually turn them on and off. Therefore, campaigns typically run 24x7 and ultimately waste impressions for times when conversions are extremely low.
The introduction of ad scheduling allows advertisers to choose what hours and days of the week their ads will be displayed and eliminate undesirable times. The new feature also allows advertisers to compare and contrast how a campaign’s ads perform at different times of the day, ensuring they reach the target audience during peak conversion times, potentially saving on costs, gaining more clicks and limiting waste.
The Facebook ad scheduler is really simple to use, however it is not available on the Ad Creation tool that most people work with and can only be accessed through Power Editor for the time being. The feature is also only enabled for campaigns using lifetime budgets and not daily budgets, which is not a major problem but may be an issue for some advertisers.
Nevertheless, ad scheduling brings a whole host of new targeting opportunities and is a welcome addition to Facebook’s ad tools.
For a step-by-step guide on how to use the new ad scheduler, E-Consultancy has posted a useful article here.