Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques (Paperback)

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