{"product_id":"killer-facebook-ads-master-cutting-edge-facebook-advertising-techniques-paperback-softback-9781118022511","title":"Killer Facebook Ads; Master Cutting-Edge Facebook Advertising Techniques (Paperback \/ softback) 9781118022511","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eKiller Facebook Ads\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eMaster Cutting-Edge Facebook Advertising Techniques\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMarty Weintraub (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118022511, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 5 August 2011\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e22.9 x 18.5 x 1.8 cm, 0.454 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\"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)\u003c\/p\u003e\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eExpert Facebook advertising techniques you won't find anywhere else!\u003c\/b\u003e  \u003cp\u003eFacebook 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.\u003c\/p\u003e \u003cp\u003eKiller Facebook Ads serves up immediately actionable tips \u0026amp; tactics that span the gambit.\u003c\/p\u003e \u003cp\u003e Learn what Facebook ads are good for, how to set goals, and communicate clear objectives to your boss and stakeholders.\u003c\/p\u003e \u003cul type=\"disc\"\u003e \u003cli\u003eMaster highly focused demographic targeting on Facebook's social graph. Zero in on relevant customers now.\u003c\/li\u003e \u003cli\u003eGet extraordinary advice for using each available ad element—headline, body text, images, logos, etc.—for maximum effect\u003c\/li\u003e \u003cli\u003eHow to launch a Facebook advertising campaign and crucial monitoring and optimizing techniques\u003c\/li\u003e \u003cli\u003eEssential metrics and reporting considerations\u003c\/li\u003e \u003cli\u003eCaptivating case studies drawn from the author's extensive Facebook advertising experience, highlighting lessons from challenges and successes\u003c\/li\u003e \u003cli\u003eTasty bonus: a robust targeting appendix jam-packed with amazing targeting combos\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Marketing and the Facebook Revolution 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFacebook’s Reach 2\u003c\/p\u003e \u003cp\u003eUnderstanding the Social Graph 7\u003c\/p\u003e \u003cp\u003eWhat Marketers Can and Can’t Do With Facebook Ads 10\u003c\/p\u003e \u003cp\u003eFacebook Ads Terms of Services 10\u003c\/p\u003e \u003cp\u003eThe Ethical Marketer’s Rules of Engagement 14\u003c\/p\u003e \u003cp\u003eFollow the Law 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Key Performance Indicators (KPIs) 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting Expectations 20\u003c\/p\u003e \u003cp\u003eDefining KPIs 21\u003c\/p\u003e \u003cp\u003eBranding KPIs: Seeding Tomorrow’s Conversions Today 22\u003c\/p\u003e \u003cp\u003eDirect Response KPIs: Need Conversion Now? 23\u003c\/p\u003e \u003cp\u003eFriending KPIs: One Is Silver and the Other’s Gold 25\u003c\/p\u003e \u003cp\u003eCustomer Service KPIs: The Holy Grail 26\u003c\/p\u003e \u003cp\u003eCrisis Management KPIs 27\u003c\/p\u003e \u003cp\u003eCommunity Relations KPIs 28\u003c\/p\u003e \u003cp\u003eInternal Relations KPIs 29\u003c\/p\u003e \u003cp\u003eInvestor Relations KPIs 30\u003c\/p\u003e \u003cp\u003eMedia Relations KPIs 31\u003c\/p\u003e \u003cp\u003eResearch and Message-Testing KPIs 32\u003c\/p\u003e \u003cp\u003eFacebook Ads and Attribution 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Facebook Ad Creation UI 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeb UI and Power Editor 36\u003c\/p\u003e \u003cp\u003eModule 1: Design Your Ad 36\u003c\/p\u003e \u003cp\u003eModule 2: Facebook’s Powerful Targeting 37\u003c\/p\u003e \u003cp\u003eEstimated Reach 38\u003c\/p\u003e \u003cp\u003eTargeting Attributes 39\u003c\/p\u003e \u003cp\u003eAnd Operator 40\u003c\/p\u003e \u003cp\u003eOr Operator 41\u003c\/p\u003e \u003cp\u003eAnd and Or Together 41\u003c\/p\u003e \u003cp\u003eTyping Patterns Reveal Related Segments 42\u003c\/p\u003e \u003cp\u003eLocation 44\u003c\/p\u003e \u003cp\u003eDemographics: Age and Sex 48\u003c\/p\u003e \u003cp\u003eWorld-Famous Interests Bucket 49\u003c\/p\u003e \u003cp\u003eAdvanced Demographics 56\u003c\/p\u003e \u003cp\u003eEducation \u0026amp; Work 59\u003c\/p\u003e \u003cp\u003eConnections on Facebook 61\u003c\/p\u003e \u003cp\u003eAd Targeting Options Help Center 62\u003c\/p\u003e \u003cp\u003eModule 3: Campaigns, Pricing, and Scheduling 63\u003c\/p\u003e \u003cp\u003eCPC vs CPM 63\u003c\/p\u003e \u003cp\u003ePricing 64\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Facebook Ads Production Workflow 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePower Editor 66\u003c\/p\u003e \u003cp\u003eUnderstanding Account Structure 66\u003c\/p\u003e \u003cp\u003eFirst Step: Wireframe Demographic Research 69\u003c\/p\u003e \u003cp\u003eSecond Step: Create Your First Ads 69\u003c\/p\u003e \u003cp\u003eStructural Best Practices 72\u003c\/p\u003e \u003cp\u003eCreating Alternate Ad Variations 74\u003c\/p\u003e \u003cp\u003eNaming Conventions 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Guerilla User Targeting Checklist 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLiteral, Competitive, and Inferred Targeting 78\u003c\/p\u003e \u003cp\u003eLiteral Targeting 78\u003c\/p\u003e \u003cp\u003eCompetitive Targeting 79\u003c\/p\u003e \u003cp\u003eInferred Targeting 83\u003c\/p\u003e \u003cp\u003eOccupations and Employment 86\u003c\/p\u003e \u003cp\u003eInterests Bucket Occupations 87\u003c\/p\u003e \u003cp\u003ePlaces of Employment: Education \u0026amp; Work 89\u003c\/p\u003e \u003cp\u003eReal-Life Groups and Affiliations 90\u003c\/p\u003e \u003cp\u003eReal-World Publications 93\u003c\/p\u003e \u003cp\u003eMagazines 94\u003c\/p\u003e \u003cp\u003eBooks: Subjects and Authors 98\u003c\/p\u003e \u003cp\u003eOnline, Off Facebook 99\u003c\/p\u003e \u003cp\u003eApplications 101\u003c\/p\u003e \u003cp\u003eProduct Categories 102\u003c\/p\u003e \u003cp\u003eProduct Usage Examples 103\u003c\/p\u003e \u003cp\u003eSoftware 104\u003c\/p\u003e \u003cp\u003eClassic Mainstream Interests 104\u003c\/p\u003e \u003cp\u003eLeisure Activities 104\u003c\/p\u003e \u003cp\u003ePolitical Orientation and Pundits 105\u003c\/p\u003e \u003cp\u003eFigureheads 106\u003c\/p\u003e \u003cp\u003eFamily Roles 106\u003c\/p\u003e \u003cp\u003eIdeas, Ideals, and Beliefs 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Mastering Compound Targeting 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAge, Interest, and Gender Mashups 112\u003c\/p\u003e \u003cp\u003eWorkplace and Precise Interest Amalgamations 115\u003c\/p\u003e \u003cp\u003eTargeting Politicians 115\u003c\/p\u003e \u003cp\u003eTargeting Media Influencers 115\u003c\/p\u003e \u003cp\u003eOccupation Targeting (Facebook’s Hidden Jewels) 116\u003c\/p\u003e \u003cp\u003eEducation and Interest Amalgamations 119\u003c\/p\u003e \u003cp\u003eHigh School Students 119\u003c\/p\u003e \u003cp\u003eCollege Students 120\u003c\/p\u003e \u003cp\u003eAlumni 121\u003c\/p\u003e \u003cp\u003eSexuality, Relationship Status, and Interests 121\u003c\/p\u003e \u003cp\u003eInterested In (Sexual Orientation) 122\u003c\/p\u003e \u003cp\u003eRelationship Status 122\u003c\/p\u003e \u003cp\u003eCountry + Language + Interest Combinations 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Creating Killer Facebook Ads 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Five Levels of Brand Clarity 128\u003c\/p\u003e \u003cp\u003eHeadlines 130\u003c\/p\u003e \u003cp\u003eLiteral Headlines 131\u003c\/p\u003e \u003cp\u003eSideways Headlines 133\u003c\/p\u003e \u003cp\u003eClassic Headline Approaches 135\u003c\/p\u003e \u003cp\u003eBe a Headline Ninja 138\u003c\/p\u003e \u003cp\u003eAdditional Tips 139\u003c\/p\u003e \u003cp\u003eAd Images 140\u003c\/p\u003e \u003cp\u003eImage Size and File Type 142\u003c\/p\u003e \u003cp\u003eColors and Color Hacks 142\u003c\/p\u003e \u003cp\u003eZoom and Cropping 144\u003c\/p\u003e \u003cp\u003eImage Sources 145\u003c\/p\u003e \u003cp\u003ePutting It All Together with Body Copy 147\u003c\/p\u003e \u003cp\u003eBody Copy Best Practices 147\u003c\/p\u003e \u003cp\u003eBody Copy Length 152\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Deploying Your Facebook Ads Campaign 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFacebook Ads Finances 156\u003c\/p\u003e \u003cp\u003ePayment Options 156\u003c\/p\u003e \u003cp\u003eBudgeting and Spend Limits 156\u003c\/p\u003e \u003cp\u003eLanding Page Considerations 163\u003c\/p\u003e \u003cp\u003eDynamic Landing Pages, Tagging, and Conversion Tracking 167\u003c\/p\u003e \u003cp\u003eSocializing External Landing Pages 169\u003c\/p\u003e \u003cp\u003e“Buying Fans” with Ads and Social Landing Pages 170\u003c\/p\u003e \u003cp\u003eFinal Prelaunch Checklist 172\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Field Guide to Optimization and Reporting 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroducing Ads Manager 174\u003c\/p\u003e \u003cp\u003eNavigating Facebook Ads Manager 174\u003c\/p\u003e \u003cp\u003eAll Campaigns Screen 175\u003c\/p\u003e \u003cp\u003e(Individual) Campaign Screen’s List of Ads 177\u003c\/p\u003e \u003cp\u003eInline Ad Preview, Targeting, and Performance 181\u003c\/p\u003e \u003cp\u003eAll Ads Screen’s List of Ads 182\u003c\/p\u003e \u003cp\u003eOptimization 184\u003c\/p\u003e \u003cp\u003eOptimizing for CTR 185\u003c\/p\u003e \u003cp\u003eOptimizing for CPC 188\u003c\/p\u003e \u003cp\u003eOptimizing for CPM 189\u003c\/p\u003e \u003cp\u003eOptimizing for Conversion 189\u003c\/p\u003e \u003cp\u003eAd Fatigue, Rotation, and Variants 193\u003c\/p\u003e \u003cp\u003eFacebook Reports 194\u003c\/p\u003e \u003cp\u003eAdvertiser Performance Reports 194\u003c\/p\u003e \u003cp\u003eResponder Demographics 199\u003c\/p\u003e \u003cp\u003eResponder Profiles 200\u003c\/p\u003e \u003cp\u003eConversions by Impression Time 201\u003c\/p\u003e \u003cp\u003eWrapping Up and Looking Forward 201\u003c\/p\u003e \u003cp\u003eAppendix A Facebook Ads Preflight Pocket Checklist 205\u003c\/p\u003e \u003cp\u003eAppendix B The Great Big Search \u0026amp; Social Media Marketing Twitter Follow List 209\u003c\/p\u003e \u003cp\u003eAppendix C Facebook Targeting Segments 219\u003c\/p\u003e \u003cp\u003eFortune 500 Companies 220\u003c\/p\u003e \u003cp\u003eJob Titles 222\u003c\/p\u003e \u003cp\u003eWeapons 225\u003c\/p\u003e \u003cp\u003eTech and Gaming 226\u003c\/p\u003e \u003cp\u003eInterests Bucket Family Roles 228\u003c\/p\u003e \u003cp\u003eHealth 229\u003c\/p\u003e \u003cp\u003eOutdoor Activities 231\u003c\/p\u003e \u003cp\u003eWinter Sports and Activities 234\u003c\/p\u003e \u003cp\u003eSports 236\u003c\/p\u003e \u003cp\u003eGreen Living 238\u003c\/p\u003e \u003cp\u003eWine 239\u003c\/p\u003e \u003cp\u003eHome\/Garden 239\u003c\/p\u003e \u003cp\u003eDiscount 240\u003c\/p\u003e \u003cp\u003eTough Times 240\u003c\/p\u003e \u003cp\u003eMusic 241\u003c\/p\u003e \u003cp\u003eHobbies 242\u003c\/p\u003e \u003cp\u003eBusiness 242\u003c\/p\u003e \u003cp\u003eChatting\/RPG 243\u003c\/p\u003e \u003cp\u003eMedia with Cult Followings 244\u003c\/p\u003e \u003cp\u003eIndex 249\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Computer science [\u003ca title=\"See our other books on Computer science\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Computer%20science%20%5BUY%5D%22\"\u003eUY\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Sybex","offers":[{"title":"Brand New","offer_id":52501363851544,"sku":"9781118022511","price":18.68,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118022511_254568.jpg?v=1786233841","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/killer-facebook-ads-master-cutting-edge-facebook-advertising-techniques-paperback-softback-9781118022511","provider":"Freshly Printed Books","version":"1.0","type":"link"}