Killer Facebook Ads: Master Cutting-Edge Facebook Advertising TechniquesISBN: 978-1-118-02251-1
Paperback
288 pages
August 2011
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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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
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