Expert Facebook advertising techniques you won’t find anywhere
else!
Facebook has exploded to a community of more than half a billion
people around the world, making it a deliciously fertile playground
for marketers on the cutting edge. Whether you want to leverage
Facebook Ads to generate ‘Likes, ‘ promote events, sell products,
market applications, deploy next-gen PR, , this unique guide is the
ultimate resource on Facebook’s wildly successful pay-per-click
advertising platform. Featuring clever workarounds, unprecedented
tricks, and little-known tips for triumphant Facebook advertising,
it’s a must-have on the online marketer’s bookshelf.
Facebook advertising expert Marty Weintraub shares undocumented
how-to advice on everything from targeting methods, advanced
advertising techniques, writing compelling ads, launching a
campaign, monitoring and optimizing campaigns, and tons more.
Killer Facebook Ads serves up immediately actionable tips &
tactics that span the gambit.
Learn what Facebook ads are good for, how to set goals,
and communicate clear objectives to your boss and stakeholders.
* Master highly focused demographic targeting on Facebook’s
social graph. Zero in on relevant customers now.
* Get extraordinary advice for using each available ad
element–headline, body text, images, logos, etc.–for
maximum effect
* How to launch a Facebook advertising campaign and crucial
monitoring and optimizing techniques
* Essential metrics and reporting considerations
* Captivating case studies drawn from the author’s extensive
Facebook advertising experience, highlighting lessons from
challenges and successes
* Tasty bonus: a robust targeting appendix jam-packed with
amazing targeting combos
Packed with hands-on tutorials and expert-level techniques
and tactics for executing an effective advertising campaign, this
one-of-a-kind book is sure to help you develop, implement, measure,
and maintain successful Facebook ad campaigns.
Jadual kandungan
Introduction xix
Chapter 1 Marketing and the Facebook Revolution 1
Facebook’s Reach 2
Understanding the Social Graph 7
What Marketers Can and Can’t Do With Facebook Ads 10
The Ethical Marketer’s Rules of Engagement 14
Chapter 2 Key Performance Indicators (KPIs) 19
Setting Expectations 20
Defining KPIs 21
Facebook Ads and Attribution 33
Chapter 3 The Facebook Ad Creation UI 35
Web UI and Power Editor 36
Module 1: Design Your Ad 36
Module 2: Facebook’s Powerful Targeting 37
Module 3: Campaigns, Pricing, and Scheduling 63
Chapter 4 Facebook Ads Production Workflow 65
Power Editor 66
Understanding Account Structure 66
First Step: Wireframe Demographic Research 69
Second Step: Create Your First Ads 69
Structural Best Practices 72
Chapter 5 Guerilla User Targeting Checklist 77
Literal, Competitive, and Inferred Targeting 78
Occupations and Employment 86
Real-Life Groups and Affiliations 90
Online, Off Facebook . 99
Product Categories . 102
Classic Mainstream Interests 104
Chapter 6 Mastering Compound Targeting 111
Age, Interest, and Gender Mashups 112
Workplace and Precise Interest Amalgamations . 115
Education and Interest Amalgamations 119
Sexuality, Relationship Status, and Interests . 121
Country + Language + Interest Combinations 123
Chapter 7 Creating Killer Facebook Ads 127
The Five Levels of Brand Clarity 128
Headlines 130
Ad Images 140
Putting It All Together with Body Copy 147
Chapter 8 Deploying Your Facebook Ads Campaign 155
Facebook Ads Finances 156
Landing Page Considerations 163
Final Prelaunch Checklist 172
Chapter 9 Field Guide to Optimization and Reporting
173
Introducing Ads Manager 174
Navigating Facebook Ads Manager 174
Optimization 184
Facebook Reports 194
Wrapping Up and Looking Forward 201
Appendix A Facebook Ads Preflight Pocket Checklist
205
Appendix B The Great Big Search & Social Media Marketing
Twitter Follow List 209
Appendix C Facebook Targeting Segments 219
Fortune 500 Companies 220
Job Titles 222
Weapons 225
Tech and Gaming 226
Interests Bucket Family Roles 228
Health 229
Outdoor Activities 231
Winter Sports and Activities 234
Sports 236
Green Living 238
Wine 239
Home/Garden 239
Discount 240
Tough Times 240
Music 241
Hobbies 242
Business 242
Chatting/RPG 243
Media with Cult Followings 244
Index 249
Mengenai Pengarang
Marty Weintraub is CEO of aim Clear¯®, an online marketing agency that has managed Facebook ad campaigns generating over 10 billion impressions internationally for clients including Martha Stewart.com, Siemens, Second Life, Budget Direct, and other global brands. He’s written extensively for Search Engine Watch, Search Engine Land, Search Engine Roundtable, and others. Marty’s aim Clear blog (aimclearblog.com) has been cited as among the Technorati Top 10 Small Business Blogs, Cision Top 10 Social Media Blogs, and PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading, and it has also been listed in the Ad Age Power150.
Marty founded and produces the aim Clear¯® Full Day Facebook Marketing Intensive Workshop and also speaks regularly at Search Engine Strategies (SES), Search Marketing Expo (SMX), Pub Con, SEMpdx, International Search Summit, All Facebook Summit, Socialize, OMMA, Search Insider Summit, and at universities.
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