Ultimate Guide to Facebook Advertising: How to Access 1 Billion Potential Customers in 10 Minutes
268
Ultimate Guide to Facebook Advertising: How to Access 1 Billion Potential Customers in 10 Minutes
268eBookSecond Edition (Second Edition)
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Overview
Perry Marshall, author of the #1 selling book on Google AdWords, joined by Facebook Advertising specialists Keith Krance and Thomas Meloche, lift the curtain to the more than a billion potential customers on Facebook. You'll discover how to pinpoint your most profitable audiences—then, how to reach them, convert them, and keep them as your fan, friend, and customer for life.
Introducing game-changing strategies, valuable tools and reports, Marshall and team breakdown the magic of Facebook Paid Advertising, including mobile and local. You'll see how to gain dramatically on your investment—in clicks, customers, and profits.
Discover how to:
Create a campaign and find new customers in minutes
Get local customers to visit your store or event
Profile your audience using Facebook Graph Search and Ad Manager
The perfect bidding strategy for your objectives and budget
Hyper-target your audience with segment-specific ads
Track and follow leads and customers
Achieve measurable profits while you inform and entertain your fans
Avoid ad fatigue with the perfect Newsfeed Ad
Merge direct response with content marketing to ignite everything
Product Details
| ISBN-13: | 9781613082850 |
|---|---|
| Publisher: | Entrepreneur Press |
| Publication date: | 11/01/2014 |
| Series: | Ultimate Series |
| Sold by: | Barnes & Noble |
| Format: | eBook |
| Pages: | 268 |
| File size: | 14 MB |
| Note: | This product may take a few minutes to download. |
About the Author
Keith Krance (Seattle, WA) is the president of Dominate Web Media, an internet marketing consultant company dedicated to helping businesses get more traffic and customers using social media marketing. He has helped thousands of business owners and entrepreneurs build their brand and authority fast.
Thomas Meloche (Ann Arbor, MI) is the founder and president of Procuit Inc. He has more than 25 years of experience starting, building, and selling commercial software products and software companies. He has launched multiple successful startups, including Menlo Associates LLC and the Menlo family of companies. Meloche participated in building Arbor Intelligent Systems, Inc. selling it to AppNet, Inc. and participating in the successful IPO. He is a graduate of the University of Michigan with a B.S. in Computer Science.
Perry Marshall (Chicago, IL) the #1 author and world’s most-quoted consultant on Google advertising. He has helped over 100,000 advertisers save literally billions of dollars in “AdWords stupidity tax.” His Chicago company, Perry S. Marshall&Associates, consults both online and brick-and-mortar companies on generating sales leads, web traffic, and maximizing advertising results. He’s been featured at conferences in the U.S., Canada, Ireland, Great Britain, Israel and Australia. He’s shared the stage with Zig Ziglar, Brian Tracy, Jay Abraham, Dan Kennedy, Harvey Mackay and Les Brown. He’s consulted in over 300 industries, from computer hardware and software to high-end consulting, from health&fitness to corporate finance.
Keith Krance (Seattle, WA) is the president of Dominate Web Media, an internet marketing consultant company dedicated to helping businesses get more traffic and customers using social media marketing. He has helped thousands of business owners and entrepreneurs build their brand and authority fast.
Thomas Meloche (Ann Arbor, MI) is the founder and president of Procuit Inc. He has more than 25 years of experience starting, building, and selling commercial software products and software companies. He has launched multiple successful startups, including Menlo Associates LLC and the Menlo family of companies. Meloche participated in building Arbor Intelligent Systems, Inc. selling it to AppNet, Inc. and participating in the successful IPO. He is a graduate of the University of Michigan with a B.S. in Computer Science.
Table of Contents
Chapter 1 Facebook's Move to Rule the World 1
It All Started in a College Dorm Room, and Why It Matters to You 1
Facebook Is the Only Company That Owns the Mobile Phone! 2
One Tool to Rule Them All, and in the Facebook Bind Them 3
Your Mission, Should You Choose to Accept It, Moves to Facebook 4
Chapter 2 Is Facebook for Me? 7
Can Every Business Benefit from Advertising on Facebook? 7
Are You a Local Business with a Physical Location Where Consumers Regularly Come to Purchase Your Goods and Services? 8
How to Find Out if You Can Really Sell on Facebook 8
Perry Marshall's Facebook Quiz 11
Should You Advertise on Facebook First? New Rules for the New World Order 13
Chapter 3 A Few Fundamentals 17
How a Measly Dollar Bill Almost Got Me Fired 17
Learn the Vocabulary to Understand the Tool 19
Chapter 4 Ten Minutes to Your First Ad 31
How I Sold My First Product 31
Ten Minutes to Reach 250,000 People 32
Facebook Can't Afford to Take Six Billion Questions This Year 32
Set Up Your Account 33
Find the Ads Manager 34
Create Your First Ad 35
Boost a Post from Your Facebook Page 36
Create an Ad Using the Ads Manager 40
Naming Your Campaigns and Ad Sets 53
Bidding and Pricing 54
Chapter 5 Selling on the Front Porch, at a Party, and at the Coffee Shop 57
Where Selling Meets Social 57
Clone Yourself and Crash Any Party in the World 58
How Do You Really Make Money with Facebook and Social Media? 59
Back to the Party 59
Selling on the Front Porch 61
This is Not Your Father's AdWords 62
Add Value before You Receive a Dime 63
Playing with Customers: A New Way to Engage 66
The Three-Layer Facebook Funnel 68
80/20 Your Three-Layer Facebook Funnel Budget 71
Chapter 6 How to Create Offers that Make Customers Salivate and Pine for More 73
From 15% to 50% 73
Three Pdlars of Facebook Advertising Success 76
Make the Offer Specific and Get a Commitment 82
Chapter 7 Targeting 85
Your Own Custom Demographics Company at Your Fingertips 85
Blow Away All Other Media Channels with
Strategic Facebook Targeting 86
Target Audience Research 86
Targeting Options 95
Chapter 8 That Quirky Little Image Is Everything 107
My Banner Ad Epiphany 107
Dramatically Improve Your Clickthrough Rates with Better Images! 108
The Secret Is to Buy Customers, Not Just Gee Cheap Clicks 108
News Feed Images vs. Right Column 108
News Feed 20 Percent Text Rule 110
News Feed Image Tips 110
Right-Column Image Tips 114
More Factors That Can Help Your CTRs and Click Costs 116
Once You Find Some Good Images, Find Some More 121
Image Extreme Makeovers 122
Quick-Draw Ads 122
Help! My Best-Performing Image just Got Rejected 123
Finding Images 124
Software to Edit Images 124
Sony, Animators! 125
Chapter 9 Superior Bidding Strategies in Facebook 127
Using Checkers to Win at Chess 127
How Much Should You Pay Per Click? Wrong Question 128
CPC vs. CPM Bidding 129
Bidding Strategies for Facebook 130
March Your Facebook Bidding to Your Ad Objective 130
Counterintuitive Facebook CPC Bidding Strategies 141
Chapter 10 Who Cares If the Ad Is Cheap? Are You Making Money? .. 147
Ads in Context 147
Facebook Conversion Tracking 149
Tracking the Destination URL 151
Facebook Reporting: Metrics to Measure Your Success 152
Chapter 11 The Facebook Power Editor 165
With Great Power Comes Great Clunkiness 165
The "Power" Inside the Power Editor 166
How to Install the Power Editor 166
A Quick Tour around the Power Editor 168
How to Create New Campaigns in the Power Editor 171
Three Simple Steps to Create Ads in the Power Editor 173
How to Create an Unpublished Post in the Pages Section of the Power Editor 191
How to Create a Video Dark Post in the Power Editor 192
Chapter 12 Landing Pages: Tiny Hinges that Swing Big Doors 195
Set Specific Goals for Landing Pages 195
The Five-Second Lizard-Brain Landing Page Test 196
The Page Must Have a Goal and an Offer 196
Approaches to Landing Page Copy 199
The Long and the Short of It 201
Squeeze Pages 202
Your Landing Page Is Only the First Step 203
Autoresponders 204
Make a Compelling Offer 205
Chapter 13 High-Speed Page-Generating Software: Game Changer 207
The Stone That Takes Down Goliath 207
High-Speed Page-Generating Software Platforms You Can Choose From 208
Easy Split Testing and Multivariate Testing 212
Other Landing Page Builders 215
Chapter 14 Merging Direct Response with Content Marketing 217
Marketing before Your Marketing 217
The Promoted Post Retargeting Loop 217
The Three-Layer Facebook Funnel 219
Facebook Website Custom Audiences 225
Engineering Your Own SEO 227
Chapter 15 One Simple Video Can Turn a Loser into a Winner 229
One Video Testimonial Can Make a Campaign 229
Video: An Essential Facebook Marketing Tool 230
Video-Making Is Now Easier Than Ever 234
Chapter 16 Split Testing on Facebook 235
My First Crack Cocaine-Like Experience 235
A/B and Split-Testing Basics 236
Split Testing, Facebook Style 237
Chapter 17 Nobody Ever Regretted Mastering this $10,000-Per-Hour Skill 251
Your $10,000-an-Hour Job 251
Different Goals at Different Times 253
Captain Hook 253
Insanely Good Titles 253
Compelling Body Text with a Call to Action 254
Power Words to Trigger Emotional Response 256
Plain, Conquering, Endearing, Heroic, Sarcastic, Hyped, Compassionate, and Sensual Copy 258
Sell a Benefit, Not a Product 258
Commie to Studying Copywriting 259
Successful Ads May Fad 259
Chapter 18 The Power of Hidden Psychological Triggers 261
Write in Thoughts 261
Direct Attack Ads 262
Right-Angle Marketing 262
Right-Angle Immersion Assignment 264
But 1 Sell Checks, Mugs, Pens, and T-Shirts 265
Searching for Right Angles 266
The Right-Angle Search in Facebook 267
Responder Profile Report Defeats Ad Fatigue 270
Chapter 19 Free Traffic and Free Impressions vs. Paid Advertising 273
Free Clicks Can Be Deadly 273
Status Updates as Free Ads 275
Ensuring Your Status Updates Reach Your Users 275
Don't Spain-Negative Feedback 276
A Wheelbarrow of Creative Ideas for Daily Status Messages 278
Joining the Conversation 281
Page Insights 285
Chapter 20 A Brief History of Google Advertising-and Some Facebook Predictions 287
The Smart Student of Anything Is Always a Student of History First 287
From GoTo.com to Overture to Google 288
Insight Number 1 289
Insight Number 2 289
On the Internet, Once a Site Establishes Dominance It's Very Difficult for Rivals to Catch Up. Sometimes Impossible 292
Speed Spawns Another Juggernaut-Affiliate Marketing 295
This Is Where the History Lesson Kicks In 296
Bid Prices: The Trend Is Usually Up 300
You Must Diversify 301
What I Learned from Infomercials 301
Chapter 21 Guard Your Stack 305
"One Long Shot and Three Fish in a Barrel" 305
Risk, Paranoia, and the Burning of Boats 307
Sell Early, Sell Often 310
Horton Hears a Who 311
Big Challenges, Dark Fears, and the S-t-r-e-t-c-h-i-n-g of Comfort Zones 314
About the Authors 317
Index 321