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