Killer Facebook Ads Master Cutting-Edge Facebook Advertising Techniques

ISBN-10: 1118022513
ISBN-13: 9781118022511
Edition: 2nd 2011
Authors: Marty Weintraub
List price: $19.99 Buy it from $7.10
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Description: Cutting-edge Facebook advertising techniques you won't find anywhere else! With more than half a billion people using Facebook, the potential for marketing possibilities is seemingly endless. This unique guide is the ultimate resource on Facebook's  More...

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Book details

List price: $19.99
Edition: 2nd
Copyright year: 2011
Publisher: John Wiley & Sons, Limited
Publication date: 8/5/2011
Binding: Paperback
Pages: 288
Size: 7.50" wide x 9.25" long x 0.75" tall
Weight: 0.946
Language: English

Cutting-edge Facebook advertising techniques you won't find anywhere else! With more than half a billion people using Facebook, the potential for marketing possibilities is seemingly endless. This unique guide is the ultimate resource on Facebook's wildly successful pay-per-click advertising platform, and features clever workarounds, unprecedented tricks, and little-known tips for successful Facebook advertising. Facebook advertising expert Marty Weintraub shares undocumented how-to advice on everything from targeting methods, advanced advertising techniques, and ad-creation ideas to launching a campaign, writing great ads, and monitoring an ad's success. You'll walk through a typical ad production workflow and then discover how to work around that ad's limitations so you can take it to a level of show-stopping success. Dives into the exciting possibilities of Facebook advertising that have never before been documented Reveals unprecedented advice for using each available ad element-headline, body text, images, logos, etc.-for maximum effect Walks you through launching a Facebook advertising campaign and discusses crucial monitoring and optimizing techniques Examines essential metrics and reporting considerations Features captivating case studies drawn from the author's extensive Facebook advertising experience so you can benefit from his challenges and successes 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.

Introduction
Marketing and the Facebook Revolution
Facebook's Reach
Understanding the Social Graph
What Marketers Can and Can't Do With Facebook Ads
Facebook Ads Terms of Services
The Ethical Marketer's Rules of Engagement
Follow the Law
Key Performance Indicators (KPIs)
Setting Expectations
Defining KPIs
Branding KPIs: Seeding Tomorrow's Conversions Today
Direct Response KPIs: Need Conversion Now?
Friending KPIs: One Is Silver and the Other's Gold
Customer Service KPIs: The Holy Grail
Crisis Management KPIs
Community Relations KPIs
Internal Relations KPIs
Investor Relations KPIs
Media Relations KPIs
Research and Message-Testing KPIs
Facebook Ads and Attribution
The Facebook Ad Creation UI
Web UI and Power Editor
Module 1: Design Your Ad
Module 2: Facebook's Powerful Targeting
Estimated Reach
Targeting Attributes
And Operator
Or Operator
And and Or Together
Typing Patterns Reveal Related Segments
Location
Demographics: Age and Sex
World-Famous Interests Bucket
Advanced Demographics
Education & Work
Connections on Facebook
Ad Targeting Options Help Center
Module 3: Campaigns, Pricing, and Scheduling
CPC vs. CPM
Pricing
Facebook Ads Production Workflow
Power Editor
Understanding Account Structure
First Step: Wireframe Demographic Research
Second Step: Create Your First Ads
Structural Best Practices
Creating Alternate Ad Variations
Naming Conventions
Guerilla User Targeting Checklist
Literal, Competitive, and Inferred Targeting
Literal Targeting
Competitive Targeting
Inferred Targeting
Occupations and Employment
Interests Bucket Occupations
Places of Employment: Education & Work
Real-Life Groups and Affiliations
Real-World Publications
Magazines
Books: Subjects and Authors
Online, Off Facebook
Applications
Product Categories
Product Usage Examples
Software
Classic Mainstream Interests
Leisure Activities
Political Orientation and Pundits
Figureheads
Family Roles
Ideas, Ideals, and Beliefs
Mastering Compound Targeting
Age, Interest, and Gender Mashups
Workplace and Precise Interest Amalgamations
Targeting Politicians
Targeting Media Influencers
Occupation Targeting (Facebook's Hidden Jewels)
Education and Interest Amalgamations
High School Students
College Students
Alumni
Sexuality, Relationship Status, and Interests
Interested In (Sexual Orientation)
Relationship Status
Country + Language + Interest Combinations
Creating Killer Facebook Ads
The Five Levels of Brand Clarity
Headlines
Literal Headlines
Sideways Headlines
Classic Headline Approaches
Be a Headline Ninja
Additional Tips
Ad Images
Image Size and File Type
Colors and Color Hacks
Zoom and Cropping
Image Sources
Putting It All Together with Body Copy
Body Copy Best Practices
Body Copy Length
Deploying Your Facebook Ads Campaign
Facebook Ads Finances
Payment Options
Budgeting and Spend Limits
Landing Page Considerations
Dynamic Landing Pages, Tagging, and Conversion Tracking
Socializing External Landing Pages
�Buying Fans� with Ads and Social Landing Pages
Final Prelaunch Checklist
Field Guide to Optimization and Reporting
Introducing Ads Manager
Navigating Facebook Ads Manager
All Campaigns Screen
(Individual) Campaign Screen's List of Ads
Inline Ad Preview, Targeting, and Performance
All Ads Screen's List of Ads
Optimization
Optimizing for CTR
Optimizing for CPC
Optimizing for CPM
Optimizing for Conversion
Ad Fatigue, Rotation, and Variants
Facebook Reports
Advertiser Performance Reports
Responder Demographics
Responder Profiles
Conversions by Impression Time
Wrapping Up and Looking Forward
Facebook Ads Preflight Pocket Checklist
The Great Big Search & Social Media Marketing Twitter Follow List
Facebook Targeting Segments
Fortune 500 Companies
Job Titles
Weapons
Tech and Gaming
Interests Bucket Family Roles
Health
Outdoor Activities
Winter Sports and Activities
Sports
Green Living
Wine
Home/Garden
Discount
Tough Times
Music
Hobbies
Business
Chatting/RPG
Media with Cult Followings
Index

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