Facebook is a great and cheap way to launch an ad campaign. The most well known way to do this is to pay Facebook to boost certain posts as ads. But by using a tool called Power Editor, you can create more sophisticated ads.

Power Editor is a free page manager tool “designed for larger advertisers who need to create lots of ads at once and have precise control of their campaigns.” It can be accessed from the Facebook Ads Manager dashboard. Oddly, it only works in Google Chrome.

Along with allowing you to manage the many facets of your page, Power editor allows you to create “unpublished” or “dark” posts which Facebook will never officially publish to your page for organic distribution. Instead, dark posts get distributed as ads to a wide variety of audiences. Power Editor allows you to post multiple permutations of the same content to different audiences without flooding their newsfeeds with repetitive content by posting it all on your page.

Dark posts come in several formats — the link post, carousel post, photo post, video post, status post, and the offer post. Each one caters to a different audience, and you can learn more about them individually here. Once you’ve accessed Power Editor, you can click on the whichever option you would like to use and then follow Facebook’s instructions for creating that particular type of dark post.

Creating ads that meet the tastes of different audiences is essential to an effective marketing strategy. Tools like Power Editor expedite this process so that you can reach the largest audience possible on a social network with as many users as Facebook.