Killer Facebook ads : master cutting-edge Facebook advertising techniques /
| Main Author: | |
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| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Indianapolis, Ind. :
John Wiley & Sons, Inc.,
[2011]
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| Series: | Serious skills.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Machine generated contents note: ch. 1 Marketing and the Facebook Revolution
- Facebook's Reach
- Understanding the Social Graph
- What Marketers Can and Can't Do With Facebook Ads
- Facebook Ads Terms of Services
- Ethical Marketer's Rules of Engagement
- Follow the Law
- ch. 2 Key Performance Indicators (KPIs)
- Setting Expectations
- Defining KPIs
- Branding KPIs: Seeding Tomorrow's Conversions Today
- Direct Response KPIs: Need Conversion Now?
- Friending KPIs: One Is Silver and the Other's Gold
- Customer Service KPIs: The Holy Grail
- Crisis Management KPIs
- Community Relations KPIs
- Internal Relations KPIs
- Investor Relations KPIs
- Media Relations KPIs
- Research and Message-Testing KPIs
- Facebook Ads and Attribution
- ch. 3 Facebook Ad Creation Ul
- Web UI and Power Editor
- Module 1 Design Your Ad
- Module 2 Facebook's Powerful Targeting
- Estimated Reach
- Targeting Attributes
- And Operator
- Or Operator
- And and Or Together
- Typing Patterns Reveal Related Segments
- Location
- Demographics: Age and Sex
- World-Famous Interests Bucket
- Advanced Demographics
- Education & Work
- Connections on Facebook
- Ad Targeting Options Help Center
- Module 3 Campaigns, Pricing, and Scheduling
- CPCvs CPM
- Pricing
- ch. 4 Facebook Ads Production Workflow
- Power Editor
- Understanding Account Structure
- First Step: Wireframe Demographic Research
- Second Step: Create Your First Ads
- Structural Best Practices
- Creating Alternate Ad Variations
- Naming Conventions
- ch. 5 Guerilla User Targeting Checklist
- Literal, Competitive, and Inferred Targeting
- Literal Targeting
- Competitive Targeting
- Inferred Targeting
- Occupations and Employment
- Interests Bucket Occupations
- Places of Employment: Education & Work
- Real-Life Groups and Affiliations
- Real-World Publications
- Magazines
- Books: Subjects and Authors
- Online, Off Facebook
- Applications
- Product Categories
- Product Usage Examples
- Software
- Classic Mainstream Interests
- Leisure Activities
- Political Orientation and Pundits
- Figureheads
- Family Roles
- Ideas, Ideals, and Beliefs
- ch. 6 Mastering Compound Targeting
- Age, Interest, and Gender Mashups
- Workplace and Precise Interest Amalgamations
- Targeting Politicians
- Targeting Media Influencers
- Occupation Targeting (Facebook's Hidden Jewels)
- Education and Interest Amalgamations
- High School Students
- College Students
- Alumni
- Sexuality, Relationship Status, and Interests
- Interested In (Sexual Orientation)
- Relationship Status
- Country + Language + Interest Combinations
- ch. 7 Creating Killer Facebook Ads
- Five Levels of Brand Clarity
- Headlines
- Literal Headlines
- Sideways Headlines
- Classic Headline Approaches
- Be a Headline Ninja
- Additional Tips
- Ad Images
- Image Size and File Type
- Colors and Color Hacks
- Zoom and Cropping
- Image Sources
- Putting It All Together with Body Copy
- Body Copy Best Practices
- Body Copy Length
- ch. 8 Deploying Your Facebook Ads Campaign
- Facebook Ads Finances
- Payment Options
- Budgeting and Spend Limits
- Landing Page Considerations
- Dynamic Landing Pages, Tagging, and Conversion Tracking
- Socializing External Landing Pages
- "Buying Fans" with Ads and Social Landing Pages
- Final Prelaunch Checklist
- ch. 9 Field Guide to Optimization and Reporting
- Introducing Ads Manager
- Navigating Facebook Ads Manager
- All Campaigns Screen
- (Individual) Campaign Screen's List of Ads
- Inline Ad Preview, Targeting, and Performance
- All Ads Screen's List of Ads
- Optimization
- Optimizing for CTR
- Optimizing for CPC
- Optimizing for CPM
- Optimizing for Conversion
- Ad Fatigue, Rotation, and Variants
- Facebook Reports
- Advertiser Performance Reports
- Responder Demographics
- Responder Profiles
- Conversions by Impression Time
- Wrapping Up and Looking Forward
- Appendix A Facebook Ads Preflight Pocket Checklist
- Appendix B Great Big Search & Social Media Marketing Twitter Follow List
- Appendix C Facebook Targeting Segments
- Fortune 500 Companies
- Job Titles
- Weapons
- Tech and Gaming
- Interests Bucket Family Roles
- Health
- Outdoor Activities
- Winter Sports and Activities
- Sports
- Green Living
- Wine
- Home/Garden
- Discount
- Tough Times
- Music
- Hobbies
- Business
- Chatting/RPG
- Media with Cult Followings.