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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 | |