Proven techniques you won't find anywhere else Facebook offers a fertile and unprecedented opportunity for advertisers, marketers, PR pros, and businesses. Now you can better leverage Facebook with this practical guide from Facebook advertising expert Marty Weintraub. From hyper-targeting demographic segments to streamlining execution, he shows you in depth how to create, deploy, measure, and optimize Facebook advertising campaigns that truly deliver. Presenting cutting-edge techniques at a level of detail you won't find anywhere else, Marty includes great advertising examples and lays out…mehr
Proven techniques you won't find anywhere else Facebook offers a fertile and unprecedented opportunity for advertisers, marketers, PR pros, and businesses. Now you can better leverage Facebook with this practical guide from Facebook advertising expert Marty Weintraub. From hyper-targeting demographic segments to streamlining execution, he shows you in depth how to create, deploy, measure, and optimize Facebook advertising campaigns that truly deliver. Presenting cutting-edge techniques at a level of detail you won't find anywhere else, Marty includes great advertising examples and lays out proven tactics to help you improve ROI, avoid mistakes, and achieve success. Find actionable tips on how to: * Master the Facebook Ads web UI and Power Editor * Target and segment Facebook users with laser-sharp demographic precision * Write great copy and design ads that pop for B2C and B2B campaigns * Set the right KPIs, decipher the metrics, and check your success * Use Facebook's Ad Manager to successfully optimize and report * Get hundreds of millions of impressions globally * Improve your ROI and showcase your brand
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.
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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
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
Rezensionen
'Weintraub hits a home run with this book, and if you advertise anywhere online, you will definitely benefit from reading it'. Management-Issues.com, 23/11/11.
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