Facebook advertising for dummies:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2011
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 322 S. Ill., graph. Darst. |
| ISBN: | 9780470637623 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804148398370062336 |
|---|---|
| adam_text | Titel: Facebook advertising for dummies
Autor: Dunay, Paul
Jahr: 2011
Table of Contents
Introduction................................................................. /
About This Book..............................................................................................2
How This Bookls Organized..........................................................................2
Part I: Getting Started with Facebook Advertising............................2
Part II: Launchlng Your Facebook Advertising Campaign................3
Part III: Managing Your Facebook Advertising Campaigns...............3
Part IV: Minding Your Metrics..............................................................3
Part V: The Part of Tens........................................................................3
Foolish Assumptions.......................................................................................4
Conventions Used in This Book....................................................................4
Icons Used in This Book.................................................................................5
Where to Go from Here...................................................................................5
Part 1: Getting Startet with Facebook Advertising..........7
Chapter 1: Profiting from the Facebook Revolution.................9
Introducing Facebook Advertising..............................................................10
Finding Your Way around Facebook Advertising......................................12
Seeing the Familiär Aspects of Facebook Advertising..............................14
Design your own advertisements......................................................14
Manage your own ad budget..............................................................14
Understanding Unique Aspects of Facebook Advertising........................16
Targeting profile attributes................................................................16
Using clickable ads that don t leave the original Web page...........18
Gathering responder Information with Facebook Insights.............19
Direct and Relationship Marketing Aspects of Facebook Ads.................19
How direct marketing techniques affects your advertisements.... 20
Understanding relationship marketing as part of your sales cycle ....22
Chapter 2: Setting Up Your Facebook Account....................23
Creating a New Facebook Business Page...................................................23
Creating Your First Ad Campaign................................................................27
Elements of a Great Ad Campaign...............................................................33
Titling your ad......................................................................................33
Writing body text.................................................................................34
Choosing an image...............................................................................36
Choosing your destination URL.........................................................37
Preparing your Facebook Business Page for Your Ad Campaigns..........38
Adding or updating the necessary elements on
your business Page...........................................................................38
Selecting elements for ad campaign landing pages or targets.......39
Part 11: Launching Your Facebook Advertising Campaign... 41
Chapter 3: Matching Your Ads to Your Marketing Strategy.........43
Picking a Target Group from the Facebook Audience..............................44
Establishing the Scope of Your Ad Campaign............................................47
Local campaigns..................................................................................47
Regional campaigns.............................................................................48
National and international campaigns..............................................50
Align Your Ad Campaign with Your Marketing Objectives......................52
Building your brand.............................................................................53
Driving sales.........................................................................................55
Forming a Community (alternate title - building your Fan base).....57
Listening (and responding) to feedback...........................................61
Chapter 4: Buying Strategies...................................63
Choosing a Payment Model..........................................................................64
Cost per impression............................................................................65
Cost per click........................................................................................65
Determining cost per click..................................................................67
Basing Bids on Recommended Range.........................................................70
Tracking Your Campaign Budget.................................................................71
Running a budget report in Ads Reports..........................................72
Understanding report results.............................................................76
Adjusting as You Go Along...........................................................................78
Pausing or Stopping a Campaign.................................................................79
Chapter 5: Understanding the Types of Ad Campaigns.............81
Differentiating between Ad Types...............................................................81
Using Ads with Social Attributes.................................................................86
Understanding the Importance of Images..................................................89
Multiple Concurrent Campaigns..................................................................92
Reaching internal and external Web sites........................................92
Scheduling your Ad.............................................................................93
Chapter 6: Getting Setto Implement and Measure Results.........95
Allocating Resources to Create and Monitor the Campaign....................96
Integrating Your Off-Line Campaigns..........................................................97
Testing Your Ads...........................................................................................99
Creating test campaigns......................................................................99
Determining ad success....................................................................101
Placing Ads through a Facebook Rep.......................................................102
Getting in touch with a Facebook rep.............................................102
Taking over a home page..................................................................103
Developing Performance Objectives.........................................................105
Defining conversions.........................................................................107
Analyzing results................................................................................107
Exploring Alternative Facebook Advertising Options............................108
Advertising within applications (FarmVille, Mafia Wars).............108
Advertising by creating an application...........................................110
Cross-Promoting via External Networks...................................................112
Cross-promoting with blogs.............................................................112
Cross-promoting with e-mail blasts.................................................114
Part 111: Managing Your Facebook
Advertising Campaigns............................................. 117
Chapter 7: Creating Pages for Your Campaign...................119
Choosing a Landing Page............................................................................119
Opting for an internal Facebook landing page...............................122
Opting for an external Web site landing page................................124
Creating a Separate Tab for Your Campaign............................................127
Using FBML to create a custom tab.................................................127
Installing FBML on your Page...........................................................129
Building a custom FBML tab on your Facebook Page...................132
Capturing Customer Data with Forms......................................................134
Chapter 8: Testing and Optimizing Your Ad Campaign............137
Using Facebook Reporting Data.................................................................137
The Advertising Performance report..............................................138
The Responder Demographics report............................................ 140
Optimizing Your Campaign........................................................................143
Refining bid ränge pricing on your ads...........................................143
Gaining audience perceptions..........................................................146
Maximizing results.............................................................................147
Measuring Insights with Facebook Insights.............................................150
Users who Like your Page.................................................................150
User demographics............................................................................153
User Page Views.................................................................................154
Media consumption...........................................................................155
Story and discussion feedback........................................................156
Page Activity (Mentions, Reviews, Discussions, Videos, Photos).... 157
Chapter 9: Tracking Conversions to Sales.......................159
Setting Up a Process to Convert a Lead to a Säle....................................159
Defining a conversion........................................................................160
Understanding the types of conversions........................................162
Converting a lead...............................................................................165
Following Up with Your Leads...................................................................167
Verifying a lead...................................................................................168
Calling on a lead.................................................................................169
^ Tracking leads In a CRM system......................................................169
I
j
Converting a lead to a sale...............................................................172
Tracking the ROI................................................................................173
Tracking Your Conversions........................................................................175
Metrics to track..................................................................................176
Optimizing conversions....................................................................177
Part IV: Minding Your Metrics................................... 179
Chapter 10: Checking Out the Data.............................181
Getting to Know Ads Manager...................................................................181
Understanding campaign notifications...........................................184
Analyzing Lifetime Statistics............................................................187
Viewing graphs...................................................................................189
Reviewing multiple campaigns.........................................................192
Reviewing weekly stats on your ad campaigns..............................193
Adjusting Account Settings........................................................................195
Chapter 11: Creating Reports..................................199
Introduction to Facebook Reports............................................................200
Generating Reports.....................................................................................201
Creating an Advertising Performance report.................................205
Creating a Responder Demographics report.................................210
Creating a Responder Profiles report..............................................213
Gaining Insights from Facebook Insights..................................................214
Tracking interactions........................................................................216
Measuring User engagement............................................................222
Breaking out demographics.............................................................225
Exporting data....................................................................................225
Piecing Together a Dashboard..................................................................226
Identifying what s important............................................................227
Exploring third-party tools...............................................................227
Chapter 12: Extending the Facebook Experience.................231
Introducing Social Plugins..........................................................................232
Benefiting from Facebook Plug-ins............................................................234
Fostering Community........................................................................234
Building engagement.........................................................................235
Adding Social Plugins to Your Web Site...................................................236
Choosing Social Plugins for Your Business..............................................237
Likebutton..........................................................................................238
Recommendatlons.............................................................................239
Login (with Faces).............................................................................240
Comments...........................................................................................241
ActivityFeed.......................................................................................243
Likebox...............................................................................................244
Friendpile............................................................................................245
LiveStream.........................................................................................246
Part V: The Part of Tens............................................240
Chapter 13: Ten Facebook Page Promotion
Techniques (Besides Ads)............................................251
Promote Your Page Offsite.........................................................................252
Put Compelling or Unique Content on Your Page...................................253
Have a Clear Focus on Your Page s Purpose...........................................253
Make Your Content Easy to Share.............................................................254
Get Your Users to Collaborate...................................................................255
Provide Something Exclusive to Your Facebook Page...........................256
Build a Facebook App.................................................................................258
Create and Interact with Facebook Groups.............................................259
Post a Facebook Marketplace Listing.......................................................260
Market Yourself, Not Just Your Page........................................................262
Chapter 14: Ten (or So) Facebook Ads Beginner Mistakes........263
Not Using a Picture or Graphic in Your Ad..............................................263
Not Refreshing the Ad Often......................................................................265
Not Split-Testing Your Ad at Least Once..................................................266
Not Targeting Your Audience....................................................................266
Targeting Your Audience Too Tightly......................................................267
Testing Your Ads for Too Short or Long of a Time.................................268
Focusing on CPC or Membership, Not Profit per Click or Engagement.... 269
Writing a Simple or Boring Headline.........................................................270
Not Including a Strong Call to Action........................................................270
Not Connecting with Your Audience on a Relationship Basis...............271
Not Following Facebook Advertising Guidelines.....................................272
Chapter 15: Ten Nontraditional Facebook Ad Campaigns.........275
Paging a Party of One..................................................................................276
Showing Off Contest Entries Creativity...................................................277
I Want to Work for You!..............................................................................279
Can You Solve the Riddle?..........................................................................280
Bring the Community to the Mountain.....................................................281
Wanted: A Few Young Minds.....................................................................282
Are You a Tough Mudder?..........................................................................282
Build a Better Book Group with Facebook...............................................284
No Purchase Is Too Large...........................................................................285
Be Your Own Brand.....................................................................................286
Chapter 16: Ten Resources for Facebook Advertisers............289
All Facebook Is All about Facebook..........................................................289
Get Inside Facebook with Inside Facebook..............................................291
Do an About Face with AboutFaceDigital.................................................293
Hear the Buzz - Marketing for Technology............................................294
Facebook Advertising For Dummies.
It s the Age of Advertising: Ad Age, That Is..............................................295
Stay Up to Date with Social Media Today.................................................296
Get the Picture with iStockphoto..............................................................297
Get the Scoop Directly from Facebook.....................................................300
Access the Libraries Created by the Facebook Developer Team.........301
Like Facebook Ads? Why Not Like the Facebook Ads Page?.................302
Index......................................................................305
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| spellingShingle | Dunay, Paul Krueger, Richard Elad, Joel Facebook advertising for dummies Facebook (DE-588)7679337-0 gnd Marketinginstrument (DE-588)4214539-9 gnd |
| subject_GND | (DE-588)7679337-0 (DE-588)4214539-9 |
| title | Facebook advertising for dummies |
| title_auth | Facebook advertising for dummies |
| title_exact_search | Facebook advertising for dummies |
| title_full | Facebook advertising for dummies by Paul Dunay, Richard Krueger, and Joel Elad |
| title_fullStr | Facebook advertising for dummies by Paul Dunay, Richard Krueger, and Joel Elad |
| title_full_unstemmed | Facebook advertising for dummies by Paul Dunay, Richard Krueger, and Joel Elad |
| title_short | Facebook advertising for dummies |
| title_sort | facebook advertising for dummies |
| topic | Facebook (DE-588)7679337-0 gnd Marketinginstrument (DE-588)4214539-9 gnd |
| topic_facet | Facebook Marketinginstrument |
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