Facebook has introduced a powerful tool for managing online advertising campaigns that is being heralded as a major advancement in targeted marketing. If you are using social media-based ads to reach potential renters for your multifamily property, the Facebook Power Editor could change and enhance the campaigns you create. It allows you to create and manage multiple advertising efforts at once, which means you can parse your ad budget according to the markets you most wish to reach. Placement of the ads within Facebook is a major added feature offered by the Power Editor, which will allow you to select where you want your ads to show up. You might choose to advertise in the Facebook News Feed (where users are accustomed to seeing posts from their Facebook Friends) or continue to advertise in the right side bar of the site, where advertising has traditionally appeared. However, many Facebook users say that they no longer see the right hand column, considering it a “blind spot” where ads will be ignored. You can also use the Power Editor to ensure your ads only appear on mobile devices, which is increasingly the way most users engage with Facebook – more users now use phones or tablets to reach the site than computers. And that group is getting larger – the number of people accessing the internet via a mobile phone has increased over 60 percent to 818.4 million since 2011. The mobile version of Facebook is a very different interface from the web-based interface, and ads must be formatted differently to reach mobile users. Using the Power Editor, which can only be accessed on the Google Chrome browser, you can decide on how large of an audience you’d like to reach. Targeting specific groups within the...