Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques [Paperback]

Marty Weintraub (Author)

Book Description

Publication Date: August 9, 2011

Expert Facebook advertising techniques you won't find anywhere else!

Facebook 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.

Killer Facebook Ads serves up immediately actionable tips & tactics that span the gambit.

 Learn what Facebook ads are good for, how to set goals, and communicate clear objectives to your boss and stakeholders.

• Master highly focused demographic targeting on Facebook's social graph. Zero in on relevant customers now.
• Get extraordinary advice for using each available ad element—headline, body text, images, logos, etc.—for maximum effect
• How to launch a Facebook advertising campaign and crucial monitoring and optimizing techniques
• Essential metrics and reporting considerations
• Captivating case studies drawn from the author's extensive Facebook advertising experience, highlighting lessons from challenges and successes
• Tasty bonus: a robust targeting appendix jam-packed with amazing targeting combos

 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.

Editorial Reviews

Review

'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.

From the Back Cover

Proven techniques you won't find anywhere else

Facebook offers a fertile and unprecedented opportunity for advertisers, marketers, PR pros, and businesses. Now you can better leverage Facebook with this practical guide from Facebook advertising expert Marty Weintraub. From hyper-targeting demographic segments to streamlining execution, he shows you in depth how to create, deploy, measure, and optimize Facebook advertising campaigns that truly deliver. Presenting cutting-edge techniques at a level of detail you won't find anywhere else, Marty includes great advertising examples and lays out proven tactics to help you improve ROI, avoid mistakes, and achieve success.

Find actionable tips on how to:

• Master the Facebook Ads web UI and Power Editor

• Target and segment Facebook users with laser-sharp demographic precision

• Write great copy and design ads that pop for B2C and B2B campaigns

• Set the right KPIs, decipher the metrics, and check your success

• Use Facebook's Ad Manager to successfully optimize and report

• Get hundreds of millions of impressions globally

• Improve your ROI and showcase your brand

Help

• Measure and improve your ROI

• Support PR, marketing, and branding efforts

• Understand crucial optimization factors

• Effectively target based on personal and professional factors

Simply put, no one out there understands Facebook Ads better than Marty, and his ability to distill them down into actionable steps anyone can maneuver is nothing short of genius.
—Joanna Lord, Director of Customer Acquisition, SEOmoz

There's no fluff or platitudes here. This book offers well-researched insights and step-by-step guidelines for setting and meeting goals, creating ads, branding, targeting, community building, conversion tracking, and a lot more.
—Carri Bugbee, President, Big Deal PR, and Adjunct Professorat Portland State University

Discover powerful targeting techniques

See how to budget campaigns and bid your ads to maximize every dollar spent

See all Editorial Reviews

Product Details

• Paperback: 288 pages
• Publisher: Sybex; 1 edition (August 9, 2011)
• Language: English
• ISBN-10: 1118022513
• ISBN-13: 978-1118022511
• Product Dimensions: 7.4 x 0.6 x 9.2 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (31 customer reviews)
• Amazon Best Sellers Rank: #216,627 in Books (See Top 100 in Books)

More About the Author

Marty's Wiley/Sybex book, "Killer Facebook Ads," was critically acclaimed. His second Wiley book, "The Complete Social Media Community Manager's Guide: Essential Tools and Tactics for Business Success," is slated for release in January, 2013. He has written extensively for respected Internet marketing publications including SearchEngineWatch, SearchEngineLand, SearchEngineRoundTable & been quoted in others, from AdAge to MediaPost. aimClear Blog was cited as a Technorati Top 10 Small Business Blogs, Cison Top Ten Social Media Blogs & PRWeb's 25 Essential Public Relations Blogs You Should Be Reading. Marty was named the #3 most influential PPC professional.

Marty is & Founder & Evangelist of aimClear® an integrated social, search, display, and PR online marketing agency. After piloting aimClear to INC. 500 status as CEO over the previous 6 years, he is now focused on guiding aimClear's extensive internal and client training programs, defining agency vision, writing, speaking, networking, and studies. Client credits include Intel, Siemens, Tektronix, United Health Group, MarthaStewart.com, The Washington Post, Ning, SecondLife & other iconic global brands. aimClear was named a top workplace place in Minnesota by Minnesota Business Magazine in 2012.

A fixture on the international conference circuit. recent and upcoming speaking keynotes and panels include SES London, MediaPost Search Insider Summit, OMS, Charlotte Search Exchange, as well as many appearances over the last five years at SEMpdx, mozCon, PubCon, eMetrics, and numerous other global search and social marketing conferences.

Marty has been described as "not your typical agency type." A "social media maverick" and "more innovator than follower." aimClear has become internationally recognized for its work in demographic targeting, especially as pertains to search, Facebook, & LInkedIn. Marty enjoys camping, canoeing, fishing, patronizing James-Beard-award-winning restaurants, & fine wine.

Most Helpful Customer Reviews

16 of 16 people found the following review helpful

5.0 out of 5 stars The Book That Should Be In Every Facebook Marketers Toolkit August 9, 2011

By Mary T. OBrien

Format:Paperback|Amazon Verified Purchase

This is the book on Facebook that many marketers have been waiting for.

Most books on Facebook delve deeply into the community and social aspects but don't really cover the different beast that is Facebook Advertising. While you need to understand how to address and network with the Facebook community in order to market to them, to run any kind of Facebook Advertising campaign you really need in-depth information on how to set it up and effectively make use of all the various targeting options. This book provides just that.

It goes deep into all the different ways to target and create your ads and how to optimize your campaigns for maximum performance. It covers everything about using the Facebook Ads Manager (not a very intuitive system) and also gives invaluable information on various segments you should target depending on the audience demographic you are trying to reach. The real key to Facebook Advertising is utilizing the demographic targeting capabilities to your best advantage, and this book explains that fully, with checklists and step-by-step guides that you can utilize immediately.

Marty covers all this in his own inimitable, yet accessible style, providing an easy read yet an invaluable reference tool. I've heard him speak at many conferences over the years and he's always engaging, yet thought provoking, guaranteed to take a concept by the horns and make you think of it in a different way. His written style is the same way and your approach to Facebook Advertising will never be the same....

While newer marketers, small businesses or entrepreneurs might find all this a bit daunting and technical, learning to truly take advantage of the the Facebook Advertising platform will put you way ahead of most of your competitors and allow you reach one of the largest, and still growing, groups of potential customers on the web. Don't let that opportunity pass you by. Marty and his team have run hundreds of Facebook campaigns for companies large and small, and have learned a lot along the way. He shares a lot of that learning here, so we can also take it and use it to our advantage.

This book will sit on my reference shelf for a long time. Thanks, Marty. Read more ›

6 of 6 people found the following review helpful

4.0 out of 5 stars Very detailed...but NOT for an amateur Facebook business May 17, 2012

By RMurray847 VINE™ VOICE

Format:Paperback|Amazon Vine™ Review (What's this?)

I got this book, thinking it might be helpful in finding some easy ways to help my wife promote her modest home business. Shows how little I understand about Facebook. This book is really meant for serious business folks who are looking to maximize a Facebook presense and are willing to spend for it.

I'll be honest, after getting through a chunk of the book, there just wasn't much reason to go on, because it was not what I needed. BUT, that being said, the book is excellent at what it exists for and I would still very much recommend for the right audience. This is not a "Facebook advertising for Dummies" book...it is detailed, sometimes a little technical and not a super fast read. You need to be serious about using Facebook advertising. If you are, you'll find the book useful. It even comes with a few modest coupons to help you get started with some of the services discussed in the book. This does make one wonder how "objective" the author is...but there wasn't anything so overtly skewed that the book loses credibility.

Sorry I can't give you more details. I just bought it expecting one thing and really got another...totally my fault.

5 of 5 people found the following review helpful

5.0 out of 5 stars Excellent Guide on Facebook Ads October 10, 2011

By Alain B. Burrese TOP 1000 REVIEWERVINE™ VOICE

Format:Paperback|Amazon Vine™ Review (What's this?)

"Killer Facebook Ads: Master Cutting-Edge Facebook Advertising Techniques" by Marty Weintraub is an excellent guide for anyone wanting to advertise on Facebook. Weintraub is the CEO of aimClear, an online marketing agency, and his experience with advertising campaigns with social media is evident in this thorough and informative book. It is essentially a textbook on using Facebook ads successfully.

The book contains nine chapters and three appendixes. They are all very informative, and one finds out very quick that this is not some simple light marketing fluff, but rather a serious guide for marketing on Facebook successfully. The first chapter explains how Facebook opens up new worlds for marketers and provides a good overview of dos and don'ts for social marketers and what lays ahead.

The second chapter explains key performance indicators and how to apply branding, direct response, sales, and so forth with this media. Chapter three focuses on understanding the Facebook ad creation UI. It is a good overview of the ad creation process that includes ad design, demographic targeting, and campaign pricing. The text is very user friendly in helping you create ads if you have never done so before.

In chapter four, the author looks at how to optimize account structure and learn about ad layouts and the importance of up-front demographic research. You learn how to use the Power Editor here if you don't know how to use it already. Chapter five focuses on targeting who you advertise to, and the author claims this is the crux of the book. What makes Facebook such a great place to market is the ability to target just who you place ads in front of. Chapter six continues with targeting strategies and how to focus on specific demographics....

The next chapter, seven, shows how to build ads that resonate to your targeted user. This chapter will help you write ad copy and choose images to push the emotional buttons of those you advertise to. Chapter eight deals with payment options, budgeting, bidding, landing pages, tracking, and dialing in optimization tweaks to ensure your ad campaign is successful. And finally, chapter nine details essential Facebook Ads metrics. This will help you optimize a Facebook Ads account, or increase the efficiency of ads that remain running.

The Appendixes include checklists, marketers to follow on Twitter, and a list of Facebook targeting segments. The book also comes with a $25.00 promotional code to try out Facebook Ads.

This book is not about social media marketing. It is about Facebook Ads. There is a big difference. Therefore, if you are looking to use Facebook Ads in your marketing campaign, this is a must book to help you do just that. If not, there are other resources on social media marketing. I highly recommend this book for those that want to include Facebook Ads in their marketing campaign. This book is very informative in that niche.

Reviewed by Alain Burrese, J.D., author of the upcoming Tough Guy Wisdom series. Read more ›

4 of 4 people found the following review helpful

5.0 out of 5 stars Love the interest group buckets at the back of the book October 10, 2011

By Brian C

Format:Paperback

This book is one of the most detailed books I have read on Facebook advertising to date. The author does a great job of delivering actionable insights that marketers can take back to their ad campaigns. Believe it or not for me the most beneficial part of this book was what was in back (albeit now a little less relevant since Facebook rolled out interest group targeting options recently). He basically outlined groups of interests for you so you can simply copy and paste them into your campaign. The amount of time this saves you is unbelievable.

You couldn't pay anyone really to get the interest group buckets he has put together for you. That alone makes this book a steal of a deal IMO. Really satisfied with the purchase and have no problems giving it a 5 star review.