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Facebook Ad Management Tools Reviewed

Brian Chappell.
By: Brian Chappell  |   May 31, 2011  |   View Comments

If you have ever managed a Facebook ad campaign you might have realized by now how painful it can be to run advertisements at scale. Although Facebook’s internal ad manager tool has its downfalls, Facebook has an Ad API which it has allowed a few select providers to leverage to create 3rd party advertisement tools. Below you will find approved Facebook API Tool Vendors. Prices range from several hundred dollars per year, all the way up to 5% of PPC spend which is typically more common with enterprise level tools that see spend levels of over 100,000/month USD.

4 Main Reasons to Use a 3rd Party Facebook Ad Tool:

  • Avoiding Ad Rot
  • More often than not, you will notice after running Facebook ads that they tend to have short shelf lives in terms of performance. One minute they will be performing well, then after several days and millions of impressions later, they fall off the map. The reasoning behind this is over time people simply stop clicking on your ads because the ads themselves have not changed, and the system flags it as low performing. A 3rd party ad tool will give you the ability to change out ads more efficiently, helping you curb the Ad rot situation.

  • Mass Editing Capabilities
  • If you are trying to manage hundreds of Facebook ad creative pieces then you literally have to log into each one in the Facebook backend to change them. This is not ideal by any means thus having mass editing capabilities helps significantly.

  • Reusing Targeting Capabilities, Images and Ad Copy
  • Facebook currently doesn’t let you build targeting and filter capabilities outside of Ad groups, thus if you would like to reuse them, you simply can't. Many 3rd party vendors’ tools do what is called flattening the experience. This allows a marketer to create reusable targeting groups, images and ad copy for optimum efficiency.

  • Conversion Tracking Capabilities
  • Facebook used to be testing traditional-based conversion tracking so marketers could identify which ads were returning the best ROI. However, what they found was that users were spending less because in the process of tracking ROI, marketers inevitably found that the ads weren't converting, so Facebook decided to shut down the system. If you would like to see conversion data in line with your ad group data, you now must use a 3rd party tool.

Product information on the top Facebook Ad Management Tools was pulled from here:  http://developers.facebook.com/adsapivendors/

11 Top Facebook Ad Management Tools

Adparlor

Pricing: N/A  - although their site states its a % on top of your total spend on the platform.

Company Description:
AdParlor currently manages over 15 billion Facebook ad impressions monthly for clients such as Ubisoft, Groupon, Publicis, and Omnicom. Access to Pulse, AdParlor’s proprietary technology, is subject to approval on a case-by-case basis given the distinct competitive advantage the tool provides within the Facebook Ads ecosystem.

Specific Features Include:

Self-Serve: Use your expertise in combination with the AdParlor technology - extensive ad creation, dynamic bid optimization, and powerful reporting - to maximize your ad spend. With the pro version, you will have access to the proprietary CPA bid optimization system that has optimized over 50 million Facebook ad clicks.

White-Label: For umbrella agencies and sales teams: White-label Pulse to leverage our technology to grow your business.

Adsage

Pricing:

199/year

Product Description:
adSage for Facebook is a Windows desktop editor that helps you manage your Facebook advertising at scale more efficiently. It offers the following features:

  • Offline access to your Facebook accounts
  • Easy bulk ad creation and edits
  • Ad performance reports
  • Discovery of targeting options with type ahead fields
  • Likes & Interests suggestions and validation
  • Bulk bid suggestions and estimated reach
  • Export/import from Excel sheets matching the Facebook bulk uploader format
  • Easy re-purposing of existing ads and campaigns by duplicating them
  • Saving targeting templates

Alchemy Social

Pricing:
Alchemy’s pricing structure is hugely competitive and based on a very straightforward analysis of spend through the platform. Alchemy offers flat-fee and/or lower fees based on longer term commitment.

Pricing can also be tailored based upon target spends and can be both agency wide as well as territory wide.

Free Trial Version:

Contact via http://www.alchemysocial.com/contact for a two week trial

Product Description:
Alchemy is a sophisticated advertising solution for Facebook advertising. This Facebook Ads API tool enables you to create thousands of ad variations in seconds - enabling you to scale, manage and optimise highly targeted campaigns.

Blinq Ad Manager

Pricing: N/A

Free Trial Version: N/A

Product Description:

BLiNQ Media, a Social Engagement Advertising Company, makes it easy for big brands and agencies to deliver breakthrough results in social networks like Facebook. BLiNQ is pioneering CPSA (Cost Per Social Action) and Social Engagement Advertising to improve social ad performance while keeping costs down.

List of services provided:
BLiNQ Ad Manager provides analytics, reporting & optimization features for large auction-based social media campaigns. Features include:

  • Management of multiple accounts
  • Multivariate ad creative generation
  • Hyper-targeting & segmentation
  • Reporting on key performance indicators
  • Analysis & optimization of ads
  • Customized conversion tracking & integration

Clickable

Pricing:

Pro- $499/month min. or 5% Ad Spend
Pro Plus - $799/month min. or 5% Ad Spend

Free Trial Version:

http://app.clickable.com/ac/signup/signup.aspx - 15-day free trial

Product Description:

Clickable is a platform that makes online advertising Simple, Instant and Profitable. It empowers beginners through professionals to maximize their advertising investment. Clickable makes you more efficient, effective and confident.

Facebook advertising management tools:

  • Ad creation
  • Bulk upload
  • Performance tracking and reporting, alone or alongside search marketing campaigns -- all with a single code snippet.

Qwaya

Pricing:

Free 14 day trial:

  • Access to all features
  • Publish up to 5000 ads a day

Starter ($39/month):

  • Full access to all features
  • Publish up to 30 ads/day

Basic (79$/month):

  • Full access to all features
  • Publish up to 100 ads every day

Premium (149$/month):

  • Full access to all of Qwaya
  • Publish up to 5000 ads every day

Free Trial:

http://www.qwaya.com/pricing

Product Description:

Qwaya is a next generation Facebook ads tool. It is designed to be powerful, easy to use and affordable. Qwaya offers cutting edge features and is written using the latest technology to provide the look and feel of a native application through the web browser. The interface is clean and uncluttered, allowing you to focus on achieving your business goals. There are three packages that are priced on a low monthly flat fee (no percentage of spend). The starter plan is $39/month, the basic plan is $79/month and the premium plan is $149/month. All packages comes with a 14-day free trial.

List of Services Provided:

  • Fixed monthly subscription fee for Basic and Premium services, always with a free 30-day trial
  • No download or sign-up required, just log on with your Facebook account and go
  • Efficiently build and publish your social campaign in minutes
  • Comprehensive campaign performance reporting
  • Export all your data to Excel
  • Make direct improvements to your campaigns and ads
  • Bulk optimization – edit one or many ads at the same time with easy multi-edit feature
  • Easy overview and management of multiple accounts
  • Built-in image library for all your favorite images
  • Manage all demographic and geographic targeting options offered by Facebook
  • Get in-line feedback on the number of people matching your target profile
  • Create detailed targeting variants, like age buckets or interests, with no additional effort
  • Track and optimize easily on all your Facebook actions
  • Drive traffic from your ads directly to your Facebook page, place, event, group and app
  • Intuitive and fast user interface – try it on your iPad
  • Scheduling - automate during what hour and day of the week you want your ads to be shown
  • Ad rotation - Rotate ads in campaigns evenly to optimize and combat ad fatigue
  • Campaign rules - Automate ads being paused when metrics like CTR, impressions, clicks etc reaches predefined goals

Kenshoo

Pricing:

N/A

Free Trial Version:

For Demo contact here:  http://www.kenshoo.com/contactus/

Product Description:

Kenshoo helps the largest online advertisers exceed their ROI, sales and brand objectives. Companies like Zappos, Harry & David, Expedia, Omnicom, & Publicis used Kenshoo to generate over $10 Billion dollars last year.

SaaS based End-to-End Online Marketing Technology Platform with a focus on Search Marketing features include:

  • Automated Campaign Creation from Inventory Integration
  • Unified Management and Reporting
  • Full Multi-Channel Attribution Management and Modeling
  • Global and Hyper Geo Targeting
  • Portfolio Bid Algorithms and Statistical Forecasting

Marin Software

Pricing:

4.5% of monthly spend -> 2% of monthly spend depending on volume.

View pricing chart here.

Free Trial Version:

N/A

Product Description:

Marin Software is a leading global provider of digital marketing management applications. Large advertisers and agencies use Marin Software to manage, analyze, and optimize over $1 billion in annual advertising spend, including Neo@Ogilvy, Razorfish, University of Phoenix, and Gap.

This tool can be used for Facebook Advertising Reporting, Campaign Management, and Bid Optimization.

Omniture

Pricing:

N/A

Free Trial Version:

N/A

Product Description:

Omniture, a business unit of Adobe Systems Incorporated, is a leading provider of online business optimization software for managing and enhancing online, offline and multi-channel business initiatives.

  • Analysis and optimization of social media marketing
  • SearchCenter+, with Facebook Integration – Measure, manage and optimize social media marketing with integrated campaign planning, execution and analytics

Brighteroption.com/sam

Pricing:
There are no hidden costs involved in using SAM, instead you simply pay for what you use on a CPC basis or as a low percentage of your overall spend.

  • No set-up costs
  • No minimum spend
  • Pay purely based on your usage

Free Trial Version:

Free trial is offered via contact: http://www.brighteroption.com/SAM/pricing.htm

Product Description:

SAM: Social Ad Manager allows Facebook advertisers greater control and analysis over their campaigns. SAM’s ability to generate bulk creative executions coupled with a permutations targeting set- up means thousands of individually targeted ads can be created within minutes. SAM uses multi-level conversion tracking to provide companies with a deeper insight into what elements of a campaign are performing best. The sophisticated conversion tracker shows where users are falling out of the sales pipeline or where they go after clicking on an advert therefore giving the advertiser a more comprehensive understanding of their customers. SAM also makes the process of optimising a campaign easier with its ability to make bulk changes using several different metrics.

Socialadstool.com

Pricing:

  • 3% – 5% of advertising budget spent on Facebook via Social Ads Tool.
  • Minimum monthly fee*
  • Only pay for spend generated by selected campaigns, not the entire advertising account.
  • Small and medium businesses are welcome to contact us.

Free Trial Version:

Doesn’t have one but has a video demo: http://www.youtube.com/watch?v=73mxvuPNB_E&feature=player_embedded#at=71

Product Description:

The Social Ads Tool was developed as a resource for new media marketing and advertising agencies to facilitate the efficient and effective management of large and complex Facebook advertising campaigns. The principal objective of the tool is to reduce both time and resource costs and to improve campaign performance.

Key benefits include:

  • CPC/CPM Auto-bidding against target a CPA or ROI,
  • Self-optimization based on a target CR
  • Fast ads auto-generation coupled with bulk editing functionalities
  • Multi level access control and a wide range of reporting options
  • Real time conversion tracking

Images were pulled from their respective sites and from Mashable
This post was written by


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Comments
  • Dennis

    But which tool do you think is best?

  • http://www.brianchappell.com BrianChappell

    It really depends. If you have the capital to invest then I would probably go with Marin software, they have been in the game for a while and have a really robust offering.

    If money is tight then give Keybroker a shot.

  • http://www.brianchappell.com Anonymous

    It really depends. If you have the capital to invest then I would probably go with Marin software, they have been in the game for a while and have a really robust offering.

    If money is tight then give Keybroker a shot.

  • http://www.facebook.com/profile.php?id=100002016944569 Huahin Thailande

    j aime bien to t

  • http://twitter.com/alexavery Alex Avery

    Interesting article. I only ask because some of the features you've mentioned aren't actually available in some of the tools - from experience.

    How many of these tools have you used? 

  • http://twitter.com/alexavery Alex Avery

    Interesting article. I only ask because some of the features you've mentioned aren't actually available in some of the tools - from experience.

    How many of these tools have you used? 

  • Gray James

    Umm, Adsage has a flat fee of $199/year?  Is that right?

  • Gray James

    Hi - I'm shopping for an Ad Manager - we're at the lower end, and a lot of these companies seem at the higher end - we need something like SAM or Keybroker, something that matches our lower volume.  Can anyone suggest other lower-end platforms for smaller outfits such as myself?

  • Gray James

    Hi - I'm shopping for an Ad Manager - we're at the lower end, and a lot of these companies seem at the higher end - we need something like SAM or Keybroker, something that matches our lower volume.  Can anyone suggest other lower-end platforms for smaller outfits such as myself?

  • http://blog.iconsultants.eu Sebastian

    As I'm just starting with Advertising for my clients as well I wanted a pricing plan without fix monthly amount. First I tried Keybroker Social, which has only basic functionality for me. Only 15ads per day in the basic version are not enough.
    I contacted brighteroption.com then and they responded within minutes and I had demo just the next day for one hour. Rob explained everything in detail and the product is really mighty. Just can recommend their service so far. They will have a training with your first campaigns as well, so that you learn how to manage your campaign with their product. They charge 5% of your ad budget.

  • http://pulse.yahoo.com/_GSRPMCNQCDMM2LVHBMNFEY4YHE Jencie

    That's right!; There might be certain enterprise by which Facebook advertising may not work but usually it is quite profitable for many company

  • Jake

    Marin is definitely the best for search, but nowhere near the best for social.  Alchemy and TBG are far and away the best social tools in the game.  They are the only tools that really do a lot more than the bulk creation and management that everyone offers.   

  • http://www.attentionmax.com maxkalehoff

    Thanks for featuring us (I'm on the Clickable team).  For anyone considering a Facebook advertising and intelligence platform, please keep in mind: 1) The technology and features that are available today are a starting point. 2) Demonstrating ROI to your CEO/CFO is more important than management, so make sure you're equipped. 3) As with any technology partner investment, make sure you are choosing a platform with long-term vision and sustainability. A few players are likely to rise to the top as the Facebook and overall social ecosystem evolves. The landscape will look very different in six months. It's an exciting space, to be sure!

  • http://www.attentionmax.com maxkalehoff

    Thanks for featuring us (I'm on the Clickable team).  For anyone considering a Facebook advertising and intelligence platform, please keep in mind: 1) The technology and features that are available today are a starting point. 2) Demonstrating ROI to your CEO/CFO is more important than management, so make sure you're equipped. 3) As with any technology partner investment, make sure you are choosing a platform with long-term vision and sustainability. A few players are likely to rise to the top as the Facebook and overall social ecosystem evolves. The landscape will look very different in six months. It's an exciting space, to be sure!

  • hagar

    thanks for the info, Brian - had no idea this existed until Howard Auslbrook posted on Skype about you.

  • http://twitter.com/point_it Point It

    Not anymore. Now it's either $499 year for the basic version or $9999 for the premium.

  • http://twitter.com/point_it Point It

    Not anymore. Now it's either $499 year for the basic version or $9999 for the premium.

  • http://maximizesocialmedia.com/ maximize social media

    Well, this is a breath of fresh air.. I really appreciate the advice, it's a maze of offerings out there!

  • dana

    Hey, a question may be due to ignorance .. Does this system have an option to manage campaigns for various clients under one interface as the MCC of GOOGLE?
    Thank you

  • Stefano

    Thank you for your insightful tools to help my facebook ma nagement. I just bought buzzbundle to help with my social media. Hopefully it is worth the investment. Btw, any of you can help me with how to manage multiple fb ads account without getting banned by Fb? My main FB account has been banned because I do multiple ads management. If anyone of you can help me with this I would really appreciate it.

  • http://www.linkedin.com/in/daviscollin Collin Davis

    You could also have a look at Adspringr - http://www.adspringr.com which is a newly launched Facebook ad management tool.

    The tool has different levels of user access management, a graphical reporting interface and also helps you set conditions for your Facebook campaigns. http://www.socialsamosa.com/2013/12/social-media-tool-review-adspringr/

    We would love to have feedback of our tool, so anyone wanting to test it out, please let me know :)