Efnisyfirlit

• Cover
• Title Page
• Copyright
• Contents
• CHAPTER 1: Facebook’s Move to Rule the World
  • It All Started in a College Dorm Room, and Why It Matters to You
  • Facebook Is the Only Company That Owns the Mobile Phone!
  • One Tool to Rule Them All, and in the Facebook Bind Them
  • Your Mission, Should You Choose to Accept It, Moves to Facebook
• CHAPTER 2: Is Facebook for Me?
  • Can Every Business Benefit from Advertising on Facebook?
  • Are You a Local Business with a Physical Location Where Consumers Regularly Come to Purchase Your Goods and Services?
  • How to Find Out if You Can Really Sell on Facebook
  • Perry Marshall’s Facebook Quiz
  • Should You Advertise on Facebook First? New Rules for the New World Order
• CHAPTER 3: A Few Fundamentals
  • How a Measly Dollar Bill Almost Got Me Fired
  • Learn the Vocabulary to Understand the Tool
• CHAPTER 4: Ten Minutes to Your First Ad
  • How I Sold My First Product
  • Ten Minutes to Reach 250,000 People
  • Facebook Can’t Afford to Take Six Billion Questions This Year
  • Set Up Your Account
  • Find the Ads Manager
  • Create Your First Ad
  • Boost a Post from Your Facebook Page
  • Create an Ad Using the Ads Manager
  • Naming Your Campaigns and Ad Sets
  • Bidding and Pricing
• CHAPTER 5: Selling on the Front Porch, at a Party, and at the Coffee Shop
  • Where Selling Meets Social
  • Clone Yourself and Crash Any Party in the World
  • How Do You Really Make Money with Facebook and Social Media?
  • Back to the Party
  • Selling on the Front Porch
  • This Is Not Your Father’s AdWords
  • Add Value before You Receive a Dime
  • Playing with Customers: A New Way to Engage
  • The Three-Layer Facebook Funnel
  • 80/20 Your Three-Layer Facebook Funnel Budget
• CHAPTER 6: How to Create Offers that Make Customers Salivate and Pine for More
  • From 15% to 50%
  • Three Pillars of Facebook Advertising Success
  • Make the Offer Specific and Get a Commitment
• CHAPTER 7: Targeting
  • Your Own Custom Demographics Company at Your Fingertips
  • Blow Away All Other Media Channels with Strategic Facebook Targeting
  • Target Audience Research
  • Targeting Options
• CHAPTER 8: That Quirky Little Image Is Everything
  • My Banner Ad Epiphany
  • Dramatically Improve Your Clickthrough Rates with Better Images!
  • The Secret Is to Buy Customers, Not Just Get Cheap Clicks
  • News Feed Images vs. Right Column
  • News Feed 20 Percent Text Rule
  • News Feed Image Tips
  • Right-Column Image Tips
  • More Factors That Can Help Your CTRs and Click Costs
  • Once You Find Some Good Images, Find Some More
  • Image Extreme Makeovers
  • Quick-Draw Ads
  • Help! My Best-Performing Image Just Got Rejected
  • Finding Images
  • Software to Edit Images
  • Sorry, Animators!
• CHAPTER 9: Superior Bidding Strategies in Facebook
  • Using Checkers to Win at Chess
  • How Much Should You Pay Per Click? Wrong Question
  • CPC vs. CPM Bidding
  • Bidding Strategies for Facebook
  • Match Your Facebook Bidding to Your Ad Objective
  • Counterintuitive Facebook CPC Bidding Strategies
• CHAPTER 10: Who Cares If the Ad Is Cheap? Are You Making Money?
  • Ads in Context
  • Facebook Conversion Tracking
  • Tracking the Destination URL
  • Facebook Reporting: Metrics to Measure Your Success
• CHAPTER 11: The Facebook Power Editor
  • With Great Power Comes Great Clunkiness
  • The “Power” Inside the Power Editor
  • How to Install the Power Editor
  • A Quick Tour around the Power Editor
  • How to Create New Campaigns in the Power Editor
  • Three Simple Steps to Create Ads in the Power Editor
  • How to Create an Unpublished Post in the Pages Section of the Power Editor
  • How to Create a Video Dark Post in the Power Editor
• CHAPTER 12: Landing Pages: Tiny Hinges that Swing Big Doors
  • Set Specific Goals for Landing Pages
  • The Five-Second Lizard-Brain Landing Page Test
  • The Page Must Have a Goal and an Offer
  • Approaches to Landing Page Copy
  • The Long and the Short of It
  • Squeeze Pages
  • Your Landing Page Is Only the First Step
  • Autoresponders
  • Make a Compelling Offer
• CHAPTER 13: High-Speed Page-Generating Software: Game Changer
  • The Stone That Takes Down Goliath
  • High-Speed Page-Generating Software Platforms You Can Choose From
  • Easy Split Testing and Multivariate Testing
  • Other Landing Page Builders
• CHAPTER 14: Merging Direct Response with Content Marketing
  • Marketing before Your Marketing
  • The Promoted Post Retargeting Loop
  • The Three-Layer Facebook Funnel
  • Facebook Website Custom Audiences
  • Engineering Your Own SEO
• CHAPTER 15: One Simple Video Can Turn a Loser into a Winner
  • One Video Testimonial Can Make a Campaign
  • Video: An Essential Facebook Marketing Tool
  • Video-Making Is Now Easier Than Ever
• CHAPTER 16: Split Testing on Facebook
  • My First Crack Cocaine-Like Experience
  • A/B and Split-Testing Basics
  • Split Testing, Facebook Style
• CHAPTER 17: Nobody Ever Regretted Mastering this $10,000-Per-Hour Skill
  • Your $10,000-an-Hour Job
  • Different Goals at Different Times
  • Captain Hook
  • Insanely Good Titles
  • Compelling Body Text with a Call to Action
  • Power Words to Trigger Emotional Response
  • Plain, Conquering, Endearing, Heroic, Sarcastic, Hyped, Compassionate, and Sensual Copy
  • Sell a Benefit, Not a Product
  • Commit to Studying Copywriting
  • Successful Ads May Fail
• CHAPTER 18: The Power of Hidden Psychological Triggers
  • Write in Thoughts
  • Direct Attack Ads
  • Right-Angle Marketing
  • Right-Angle Immersion Assignment
  • But I Sell Checks, Mugs, Pens, and T-Shirts
  • Searching for Right Angles
  • The Right-Angle Search in Facebook
  • Responder Profile Report Defeats Ad Fatigue
• CHAPTER 19: Free Traffic and Free Impressions vs. Paid Advertising
  • Free Clicks Can Be Deadly
  • Status Updates as Free Ads
  • Ensuring Your Status Updates Reach Your Users
  • Don’t Spam—Negative Feedback
  • A Wheelbarrow of Creative Ideas for Daily Status Messages
  • Joining the Conversation
  • Page Insights
• CHAPTER 20: A Brief History of Google Advertising—and Some Facebook Predictions
  • The Smart Student of Anything Is Always a Student of History First
  • From GoTo.com to Overture to Google
  • Insight Number 1
  • Insight Number 2
  • On the Internet, Once a Site Establishes Dominance It’s Very Difficult for Rivals to Catch Up. Sometimes Impossible
  • Speed Spawns Another Juggernaut—Affiliate Marketing
  • This Is Where the History Lesson Kicks In
  • Bid Prices: The Trend Is Usually Up
  • You Must Diversify
  • What I Learned from Infomercials
• CHAPTER 21: Guard Your Stack
  • “One Long Shot and Three Fish in a Barrel”
  • Risk, Paranoia, and the Burning of Boats
  • Sell Early, Sell Often
  • Horton Hears a Who
  • Big Challenges, Dark Fears, and the S-t-r-e-t-c-h-i-n-g of Comfort Zones
• About the Authors
• Index

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