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Managing Your Facebook Ads

Before we dig into the ad offerings, let me point out that Facebook supports a number of different levels of engagement for its advertisers, depending on the size of their ad budget, sophistication of the tools required, and willingness to do self-service. Facebook is ramping up ad opportunities very quickly, and its sales and support staff is challenged to keep up.

That’s likely one reason why, when it launched Facebook Exchange remarketing, the company selected several partner agencies to help sell the program, get clients onboard, and execute campaigns. Your options as an advertiser are to self-serve using the online Ads Manager or to be a “managed account.”

Managed account status is reserved for bigger brands spending hundreds of thousands of dollars or more on Facebook ads annually—or for brands perceived to have the potential to do so. These bigger companies are assigned ad reps, they receive strategic consulting, and they get access to Facebook Premium ad units I’ll discuss later.

These companies may merit some Facebook schmoozing—or even a coveted invite to watch a “Hack,” a mass all-nighter of frenzied code-writing at headquarters in Menlo Park. Most advertisers, though, will be self-service accounts. Facebook Ads Manager is a fairly efficient, browser-based tool to create, track, and manage your ads. The ad units available via self-serve are called Marketplace Ads and Sponsored Stories. If you want to create 20 or more ads at once, use the Power Editor (see sidebar).

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