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Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques

Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques

Marty Weintraub

ISBN: 978-1-118-15151-8

Jul 2011

288 pages



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.

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