Killer Facebook Ads
Sybex Inc.,U.S. (Verlag)
978-1-118-02251-1 (ISBN)
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.
Marty Weintraub is CEO of aimClear®, an online marketing agency that has managed Facebook ad campaigns generating over 10 billion impressions internationally for clients including MarthaStewart.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 aimClear 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 AdAge Power150. Marty founded and produces the aimClear® Full Day Facebook Marketing Intensive Workshop and also speaks regularly at Search Engine Strategies (SES), Search Marketing Expo (SMX), PubCon, SEMpdx, International Search Summit, All Facebook Summit, Socialize, OMMA, Search Insider Summit, and at universities.
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
Facebook Ads Terms of Services 10
The Ethical Marketer’s Rules of Engagement 14
Follow the Law 14
Chapter 2 Key Performance Indicators (KPIs) 19
Setting Expectations 20
Defining KPIs 21
Branding KPIs: Seeding Tomorrow’s Conversions Today 22
Direct Response KPIs: Need Conversion Now? 23
Friending KPIs: One Is Silver and the Other’s Gold 25
Customer Service KPIs: The Holy Grail 26
Crisis Management KPIs 27
Community Relations KPIs 28
Internal Relations KPIs 29
Investor Relations KPIs 30
Media Relations KPIs 31
Research and Message-Testing KPIs 32
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
Estimated Reach 38
Targeting Attributes 39
And Operator 40
Or Operator 41
And and Or Together 41
Typing Patterns Reveal Related Segments 42
Location 44
Demographics: Age and Sex 48
World-Famous Interests Bucket 49
Advanced Demographics 56
Education & Work 59
Connections on Facebook 61
Ad Targeting Options Help Center 62
Module 3: Campaigns, Pricing, and Scheduling 63
CPC vs CPM 63
Pricing 64
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
Creating Alternate Ad Variations 74
Naming Conventions 75
Chapter 5 Guerilla User Targeting Checklist 77
Literal, Competitive, and Inferred Targeting 78
Literal Targeting 78
Competitive Targeting 79
Inferred Targeting 83
Occupations and Employment 86
Interests Bucket Occupations 87
Places of Employment: Education & Work 89
Real-Life Groups and Affiliations 90
Real-World Publications 93
Magazines 94
Books: Subjects and Authors 98
Online, Off Facebook 99
Applications 101
Product Categories 102
Product Usage Examples 103
Software 104
Classic Mainstream Interests 104
Leisure Activities 104
Political Orientation and Pundits 105
Figureheads 106
Family Roles 106
Ideas, Ideals, and Beliefs 108
Chapter 6 Mastering Compound Targeting 111
Age, Interest, and Gender Mashups 112
Workplace and Precise Interest Amalgamations 115
Targeting Politicians 115
Targeting Media Influencers 115
Occupation Targeting (Facebook’s Hidden Jewels) 116
Education and Interest Amalgamations 119
High School Students 119
College Students 120
Alumni 121
Sexuality, Relationship Status, and Interests 121
Interested In (Sexual Orientation) 122
Relationship Status 122
Country + Language + Interest Combinations 123
Chapter 7 Creating Killer Facebook Ads 127
The Five Levels of Brand Clarity 128
Headlines 130
Literal Headlines 131
Sideways Headlines 133
Classic Headline Approaches 135
Be a Headline Ninja 138
Additional Tips 139
Ad Images 140
Image Size and File Type 142
Colors and Color Hacks 142
Zoom and Cropping 144
Image Sources 145
Putting It All Together with Body Copy 147
Body Copy Best Practices 147
Body Copy Length 152
Chapter 8 Deploying Your Facebook Ads Campaign 155
Facebook Ads Finances 156
Payment Options 156
Budgeting and Spend Limits 156
Landing Page Considerations 163
Dynamic Landing Pages, Tagging, and Conversion Tracking 167
Socializing External Landing Pages 169
“Buying Fans” with Ads and Social Landing Pages 170
Final Prelaunch Checklist 172
Chapter 9 Field Guide to Optimization and Reporting 173
Introducing Ads Manager 174
Navigating Facebook Ads Manager 174
All Campaigns Screen 175
(Individual) Campaign Screen’s List of Ads 177
Inline Ad Preview, Targeting, and Performance 181
All Ads Screen’s List of Ads 182
Optimization 184
Optimizing for CTR 185
Optimizing for CPC 188
Optimizing for CPM 189
Optimizing for Conversion 189
Ad Fatigue, Rotation, and Variants 193
Facebook Reports 194
Advertiser Performance Reports 194
Responder Demographics 199
Responder Profiles 200
Conversions by Impression Time 201
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
| Verlagsort | New York |
|---|---|
| Sprache | englisch |
| Maße | 185 x 229 mm |
| Gewicht | 454 g |
| Themenwelt | Mathematik / Informatik ► Informatik ► Theorie / Studium |
| Informatik ► Web / Internet ► Social Web | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-118-02251-3 / 1118022513 |
| ISBN-13 | 978-1-118-02251-1 / 9781118022511 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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