SMBs account for about 50% of Facebook's advertising revenue, Nanigan's SVP of marketing, Dan Slagen, said during a SunTrust Internet & Digital Media Conference in April. And Facebook said in June that it now has more than 30 million small business users with active pages, but it declined to say how many of those were paid advertisers. Converting them to its paid media offering will require offering tools that are simple, robust and, above all, effective.
At the same time, Facebook does not want to use its more robust self-serve offering to choke off its marketing partner ecosystem, which is still an important driver of ad spend growth. The company is emphasizing that its Power Editor and PMD ecosystem are the best options for advanced advertisers.
At first, the consolidated Ads Manager will be available only to new advertisers. Existing advertisers will continue to work in the current Ads Manager product until Facebook decides to move all its ad clients over, which it expects to do by early next year.
“Based on direct feedback from our advertisers, we’re beginning to test a new version of our Ads Manager to better help them achieve their business goals on Facebook," a company spokesperson confirmed. "The new Ads Manager provides a single interface for ad creation, management and reporting. It’s rebuilt to be faster, easier to use and offer more guidance to advertisers when they need it."