Killer Facebook Ads

Master Cutting-Edge Facebook Advertising Techniques
1. Auflage 2011
ISBN: 978-1-118-02251-1
Verlag: Wiley

Buch, Englisch, 288 Seiten, Format (B × H): 191 mm x 235 mm, Gewicht: 543 g

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.

Autoren/Hrsg.

Weintraub, Marty

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Mathematik | Informatik EDV | Informatik Professionelle Anwendung Web Graphik & Design, Web-Publishing

Inhaltsverzeichnis

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

Über Autor(innen)

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.