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Facebook® Advertising For Dummies®

Book Description

Profitable ideas and techniques for advertising on Facebook

Tap into the explosive growth of social media and reach your customers with effective Facebook advertising campaigns and savvy insights into how to use this social media phenomenon effectively. It's all here and more in this detailed, easy-to-follow guide from two award-winning marketers. You'll learn what makes a good Facebook ad, how to apply the latest strategies and tactics for effective pay-per-click and cost-per-impression advertising, how to test your ad results, and much more.

  • Explores Facebook advertising inside and out; there are now more than 400 million active Facebook users and over 1.6 million active Pages on Facebook

  • Works as an all-around, hands-on guide for both experienced and new Facebook advertisers

  • Walks you through planning and creating an advertising campaign

  • Explains writing effective ad copy, how to use landing pages, and how to test and optimize your ads

  • Shows you how to use Facebook Insights to understand your results and how to create reports that analyze data

Put your company's best face forward with the sound advertising tips and techniques in Facebook Advertising For Dummies.

Table of Contents

  1. Copyright
  2. About the Authors
  3. Authors' Acknowledgments
  4. Introduction
    1. About This Book
    2. How This Book Is Organized
      1. Part I: Getting Started with Facebook Advertising
      2. Part II: Launching Your Facebook Advertising Campaign
      3. Part III: Managing Your Facebook Advertising Campaign
      4. Part IV: Minding Your Metrics
      5. Part V: The Part of Tens
    3. Foolish Assumptions
    4. Conventions Used in This Book
    5. Icons Used in This Book
    6. Where to Go from Here
  5. I. Getting Started with Facebook Advertising
    1. 1. Profiting from the Facebook Revolution
      1. 1.1. Introducing Facebook Advertising
      2. 1.2. Finding Your Way around Facebook Advertising
      3. 1.3. Seeing the Familiar Aspects of Facebook Advertising
        1. 1.3.1. Design your own advertisements
        2. 1.3.2. Manage your own ad budget
      4. 1.4. Understanding Unique Aspects of Facebook Advertising
        1. 1.4.1. Targeting profile attributes
        2. 1.4.2. Using clickable ads that don't leave the original Web page
        3. 1.4.3. Gathering responder information with Facebook Insights
      5. 1.5. Direct and Relationship Marketing Aspects of Facebook Ads
        1. 1.5.1. How direct marketing techniques affects your advertisements
        2. 1.5.2. Understanding relationship marketing as part of your sales cycle
    2. 2. Setting Up Your Facebook Account
      1. 2.1. Creating a New Facebook Business Page
      2. 2.2. Creating Your First Ad Campaign
      3. 2.3. Elements of a Great Ad Campaign
        1. 2.3.1. Titling your ad
        2. 2.3.2. Writing body text
        3. 2.3.3. Choosing an image
        4. 2.3.4. Choosing your destination URL
      4. 2.4. Preparing your Facebook Business Page for Your Ad Campaigns
        1. 2.4.1. Adding or updating the necessary elements on your business Page
        2. 2.4.2. Selecting elements for ad campaign landing pages or targets
  6. II. Launching Your Facebook Advertising Campaign
    1. 3. Matching Your Ads to Your Marketing Strategy
      1. 3.1. Picking a Target Group from the Facebook Audience
      2. 3.2. Establishing the Scope of Your Ad Campaign
        1. 3.2.1. Local campaigns
        2. 3.2.2. Regional campaigns
        3. 3.2.3. National and international campaigns
      3. 3.3. Align Your Ad Campaign with Your Marketing Objectives
        1. 3.3.1. Building your brand
        2. 3.3.2. Driving sales
        3. 3.3.3. Forming a community (alternate title — building your Fan base)
        4. 3.3.4. Listening (and responding) to feedback
    2. 4. Buying Strategies
      1. 4.1. Choosing a Payment Model
        1. 4.1.1. Cost per impression
        2. 4.1.2. Cost per click
        3. 4.1.3. Determining cost per click
          1. 4.1.3.1. Flat-rate PPC
          2. 4.1.3.2. Bid-based PPC
      2. 4.2. Basing Bids on Recommended Range
      3. 4.3. Tracking Your Campaign Budget
        1. 4.3.1. Running a budget report in Ads Reports
        2. 4.3.2. Understanding report results
      4. 4.4. Adjusting as You Go Along
      5. 4.5. Pausing or Stopping a Campaign
    3. 5. Understanding the Types of Ad Campaigns
      1. 5.1. Differentiating between Ad Types
      2. 5.2. Using Ads with Social Attributes
      3. 5.3. Understanding the Importance of Images
      4. 5.4. Multiple Concurrent Campaigns
        1. 5.4.1. Reaching internal and external Web sites
        2. 5.4.2. Scheduling your Ad
    4. 6. Getting Set to Implement and Measure Results
      1. 6.1. Allocating Resources to Create and Monitor the Campaign
      2. 6.2. Integrating Your Off-Line Campaigns
      3. 6.3. Testing Your Ads
        1. 6.3.1. Creating test campaigns
        2. 6.3.2. Determining ad success
      4. 6.4. Placing Ads through a Facebook Rep
        1. 6.4.1. Getting in touch with a Facebook rep
        2. 6.4.2. Taking over a home page
      5. 6.5. Developing Performance Objectives
        1. 6.5.1. Defining conversions
        2. 6.5.2. Analyzing results
      6. 6.6. Exploring Alternative Facebook Advertising Options
        1. 6.6.1. Advertising within applications (FarmVille, Mafia Wars)
        2. 6.6.2. Advertising by creating an application
      7. 6.7. Cross-Promoting via External Networks
        1. 6.7.1. Cross-promoting with blogs
        2. 6.7.2. Cross-promoting with e-mail blasts
  7. III. Managing Your Facebook Advertising Campaigns
    1. 7. Creating Pages for Your Campaign
      1. 7.1. Choosing a Landing Page
        1. 7.1.1. Opting for an internal Facebook landing page
        2. 7.1.2. Opting for an external Web site landing page
      2. 7.2. Creating a Separate Tab for Your Campaign
        1. 7.2.1. Using FBML to create a custom tab
        2. 7.2.2. Installing FBML on your Page
        3. 7.2.3. Building a custom FBML tab on your Facebook Page
      3. 7.3. Capturing Customer Data with Forms
    2. 8. Testing and Optimizing Your Ad Campaign
      1. 8.1. Using Facebook Reporting Data
        1. 8.1.1. The Advertising Performance report
          1. 8.1.1.1. Impressions
          2. 8.1.1.2. Click rate (or the click-through ratio)
          3. 8.1.1.3. Cost per click (CPC)
        2. 8.1.2. The Responder Demographics report
      2. 8.2. Optimizing Your Campaign
        1. 8.2.1. Refining bid range pricing on your ads
        2. 8.2.2. Gaining audience perceptions
        3. 8.2.3. Maximizing results
      3. 8.3. Measuring Insights with Facebook Insights
        1. 8.3.1. Users who Like your Page
        2. 8.3.2. User demographics
        3. 8.3.3. User Page Views
        4. 8.3.4. Media consumption
        5. 8.3.5. Story and discussion feedback
        6. 8.3.6. Page Activity (Mentions, Reviews, Discussions, Videos, Photos)
    3. 9. Tracking Conversions to Sales
      1. 9.1. Setting Up a Process to Convert a Lead to a Sale
        1. 9.1.1. Defining a conversion
        2. 9.1.2. Understanding the types of conversions
        3. 9.1.3. Converting a lead
      2. 9.2. Following Up with Your Leads
        1. 9.2.1. Verifying a lead
        2. 9.2.2. Calling on a lead
        3. 9.2.3. Tracking leads in a CRM system
        4. 9.2.4. Converting a lead to a sale
        5. 9.2.5. Tracking the ROI
      3. 9.3. Tracking Your Conversions
        1. 9.3.1. Metrics to track
        2. 9.3.2. Optimizing conversions
  8. IV. Minding Your Metrics
    1. 10. Checking Out the Data
      1. 10.1. Getting to Know Ads Manager
        1. 10.1.1. Understanding campaign notifications
        2. 10.1.2. Analyzing Lifetime Statistics
        3. 10.1.3. Viewing graphs
        4. 10.1.4. Reviewing multiple campaigns
        5. 10.1.5. Reviewing weekly stats on your ad campaigns
      2. 10.2. Adjusting Account Settings
    2. 11. Creating Reports
      1. 11.1. Introduction to Facebook Reports
      2. 11.2. Generating Reports
        1. 11.2.1. Creating an Advertising Performance report
        2. 11.2.2. Creating a Responder Demographics report
        3. 11.2.3. Creating a Responder Profiles report
      3. 11.3. Gaining Insights from Facebook Insights
        1. 11.3.1. Tracking interactions
          1. 11.3.1.1. Total interactions
          2. 11.3.1.2. Likes, Comments, and Unsubscribes
          3. 11.3.1.3. Wall posts
          4. 11.3.1.4. Page interactions
        2. 11.3.2. Measuring User engagement
          1. 11.3.2.1. Total Users
          2. 11.3.2.2. New Users
          3. 11.3.2.3. Country
        3. 11.3.3. Breaking out demographics
        4. 11.3.4. Exporting data
      4. 11.4. Piecing Together a Dashboard
        1. 11.4.1. Identifying what's important
        2. 11.4.2. Exploring third-party tools
    3. 12. Extending the Facebook Experience
      1. 12.1. Introducing Social Plugins
      2. 12.2. Benefiting from Facebook Plug-ins
        1. 12.2.1. Fostering community
        2. 12.2.2. Building engagement
      3. 12.3. Adding Social Plugins to Your Web Site
      4. 12.4. Choosing Social Plugins for Your Business
        1. 12.4.1. Like button
        2. 12.4.2. Recommendations
        3. 12.4.3. Login (with Faces)
        4. 12.4.4. Comments
        5. 12.4.5. Activity Feed
        6. 12.4.6. Like box
        7. 12.4.7. Friendpile
        8. 12.4.8. Live Stream
  9. V. The Part of Tens
    1. 13. Ten Facebook Page Promotion Techniques (Besides Ads)
      1. 13.1. Promote Your Page Offsite
      2. 13.2. Put Compelling or Unique Content on Your Page
      3. 13.3. Have a Clear Focus on Your Page's Purpose
      4. 13.4. Make Your Content Easy to Share
      5. 13.5. Get Your Users to Collaborate
      6. 13.6. Provide Something Exclusive to Your Facebook Page
      7. 13.7. Build a Facebook App
      8. 13.8. Create and Interact with Facebook Groups
      9. 13.9. Post a Facebook Marketplace Listing
      10. 13.10. Market Yourself, Not Just Your Page
    2. 14. Ten (or So) Facebook Ads Beginner Mistakes
      1. 14.1. Not Using a Picture or Graphic in Your Ad
      2. 14.2. Not Refreshing the Ad Often
      3. 14.3. Not Split-Testing Your Ad at Least Once
      4. 14.4. Not Targeting Your Audience
      5. 14.5. Targeting Your Audience Too Tightly
      6. 14.6. Testing Your Ads for Too Short or Long of a Time
      7. 14.7. Focusing on CPC or Membership, Not Profit per Click or Engagement
      8. 14.8. Writing a Simple or Boring Headline
      9. 14.9. Not Including a Strong Call to Action
      10. 14.10. Not Connecting with Your Audience on a Relationship Basis
      11. 14.11. Not Following Facebook Advertising Guidelines
    3. 15. Ten Nontraditional Facebook Ad Campaigns
      1. 15.1. Paging a Party of One
      2. 15.2. Showing Off Contest Entries' Creativity
      3. 15.3. I Want to Work for You!
      4. 15.4. Can You Solve the Riddle?
      5. 15.5. Bring the Community to the Mountain
      6. 15.6. Wanted: A Few Young Minds
      7. 15.7. Are You a Tough Mudder?
      8. 15.8. Build a Better Book Group with Facebook
      9. 15.9. No Purchase Is Too Large
      10. 15.10. Be Your Own Brand
    4. 16. Ten Resources for Facebook Advertisers
      1. 16.1. All Facebook Is All about Facebook
      2. 16.2. Get Inside Facebook with Inside Facebook
      3. 16.3. Do an About Face with AboutFaceDigital
      4. 16.4. Hear the Buzz — Marketing for Technology
      5. 16.5. It's the Age of Advertising: Ad Age, That Is
      6. 16.6. Stay Up to Date with Social Media Today
      7. 16.7. Get the Picture with iStockphoto
      8. 16.8. Get the Scoop Directly from Facebook
      9. 16.9. Access the Libraries Created by the Facebook Developer Team
      10. 16.10. Like Facebook Ads? Why Not Like the Facebook Ads Page?