Ultimate Guide to Facebook Advertising

How to Access 1 Billion Potential Customers in 10 Minutes

Perry Marshall, Keith Krance, Thomas Meloche

• Publisher: Entrepreneur Press
• Year: 2014
• ISBN:
  9781613082850
• Edition: 2
• Topic: Business
• Subtopic: Advertising
• Index: Business

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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

Chapter 1

Facebook’s Move to Rule the World

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IT ALL STARTED IN A COLLEGE DORM ROOM, AND WHY IT MATTERS TO YOU

Facebook was founded in Mark Zuckerberg’s Harvard University dorm room by Zuck, his roommates, and friends. It was not built for you, the advertiser. They did not have you in mind. They were not trying to meet your needs. They were not interested in providing you “clicks.”

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“When you give everyone a voice and give people power, the system usually ends up in a really good place. So, what we view our role as, is giving people that power.”

—MARK ZUCKERBERG

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Instead, they were simply making a cool, digital place for Harvard students to see and connect to other Harvard students. Real connections. Real names, real people, real pictures, and real Harvard email addresses required to register.

It was a place to connect with the college version of “friends”—the studious guy sitting next to you in physics or the slender girl in calculus. A place to really connect, without anonymous, fake user names that had come to dominate most use of the internet. A place to meet without the expectation of committing to a “date.”

It grew.

Within 30 days, more than half of Harvard’s undergrads had become members. It grew some more.

First to other Boston colleges, the Ivy League, and Stanford. Then to other universities across the country and around the world. Then to high school networks and a few select companies.

Two and a half years after it was launched, in September 2006, Facebook finally opened the floodgates when it opened service to anyone over the age of 13 with a valid email address. Facebook has far surpassed its original goal of one billion members, and the company is valued at over a hundred billion dollars.

The founders of Facebook created history. They redefined what it means to interact on a global scale. They created a massive social graph of how the world is connected: whose friends, parents, brothers, cousins are friends with whom, and on and on.

Facebook knows what its members look like, think, enjoy, and visit because they are the world’s largest:

Photo-sharing site;

Thought-sharing site;

Liking site;

Linking site.

Even with Google’s gargantuan lead, Facebook possibly will become the world’s largest advertising site, especially as the internet continues its trajectory toward easy mobile device access.

FACEBOOK IS THE ONLY COMPANY THAT OWNS THE MOBILE PHONE!

The majority of internet use is now via smartphones and tablets. This is bad news for all the old-school internet companies. But it’s good news for Facebook. Why?

Because Facebook is the only company that is putting FULL-SCREEN DISPLAY ADS in front of mobile phones users and getting away with it on a daily basis.

All the other online ads are either in apps or tiny, inconsequential banner ads. Facebook puts display ads and videos right in the middle of the news feed, and many people see dozens every day. Plus, many times those ads don’t really seem like ads. Above the ad, the post says “Suzy Smith likes ACME corporation” so the ad has implied endorsement.

This works. On a massive scale.

As exciting as all this is, it is important for advertisers to remember that Facebook did not build the site for us, the advertisers. They built it for themselves.

The hottest young college grads Facebook hires from the world’s top universities don’t say, “I want to work at Facebook to help them maximize ad revenue.” Please know that even despite Facebook’s massive gains in the ad department, the company doesn’t exist simply to send you customers.

Regardless of why Zuckerberg built Facebook or what high ideals his staffers may hold, the personal demographic information Facebook collects is tremendously valuable to us advertisers.

Facebook is not stupid.

It is more closely connected with its advertisers than any other platform on the planet. Facebook visionaries already have years’ worth of additional ideas to implement. How do we know this? We see the ideas publicly volunteered every day on Facebook pages by Facebook advertisers.

Adult supervision at Facebook is minimal, which is probably why it is so absolutely brilliant. The company almost exclusively hires fresh, college graduates. The brightest college grads on the planet, but still fresh, college graduates.

These are the smart kids, smarter than you, smarter than us. They have never had a “real” job outside of Facebook.

They have never tried to live off revenue generated by an ad. They do not feel your pain.

Remember that. It is really important.

To use Facebook’s paid advertising tools effectively, it is important to understand just how much its creators and designers are not really trying to help you. Fortunately, they do need cash, and we do need clicks, so we can get some great work done together. We focus on the clicks, and they focus on changing the world.

Facebook has the potential, the real potential, to be highly relevant for decades to come. Our rule of thumb is the founder’s rule: When you have a dynamic and visionary founder running a business, better to bet on that business continuing to be a success for as long as you see that founder at the helm.

We suggest that as long as you see Mark Zuckerberg engaged at Facebook, you should plan on Facebook being a dynamic and growing, competitive place to advertise.

Oh, Mark was born in 1984.

He will probably be ar...

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• CHAPTER 1: Facebook’s Move to Rule the World
• CHAPTER 2: Is Facebook for Me?
• CHAPTER 3: A Few Fundamentals
• CHAPTER 4: Ten Minutes to Your First Ad
• CHAPTER 5: Selling on the Front Porch, at a Party, and at the Coffee Shop
• CHAPTER 6: How to Create Offers that Make Customers Salivate and Pine for More
• CHAPTER 7: Targeting
• CHAPTER 8: That Quirky Little Image Is Everything
• CHAPTER 9: Superior Bidding Strategies in Facebook
• CHAPTER 10: Who Cares If the Ad Is Cheap? Are You Making Money?
• CHAPTER 11: The Facebook Power Editor
• CHAPTER 12: Landing Pages: Tiny Hinges that Swing Big Doors
• CHAPTER 13: High-Speed Page-Generating Software: Game Changer
• CHAPTER 14: Merging Direct Response with Content Marketing
• CHAPTER 15: One Simple Video Can Turn a Loser into a Winner
• CHAPTER 16: Split Testing on Facebook
• CHAPTER 17: Nobody Ever Regretted Mastering this $10,000-Per-Hour Skill
• CHAPTER 18: The Power of Hidden Psychological Triggers
• CHAPTER 19: Free Traffic and Free Impressions vs. Paid Advertising
• CHAPTER 20: A Brief History of Google Advertising—and Some Facebook Predictions
• CHAPTER 21: Guard Your Stack
• About the Authors
• Index