Facebook Advertising for Dummies

340 Pages·2010·8.72 MB·English

by  Paul Dunay

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Business/Online Marketing
Making Everything Easier!™
Reach more customers with
a targeted Facebook ad F
Open the book and find:
a
campaign — learn how, here!
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impression mean
should be, too. Here’s what you need to know about
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establishing your business on Facebook, developing an • How to set your exact demographics
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ad strategy, building targeted landing pages for your ads, for your ad audience
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getting and interpreting the results of your efforts, and
• What types of reports you can
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much more. generate
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• Right on target — maximize Facebook’s capability to display • Pointers on pleasing your
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your ads only to specific groups by age, interests, or geographic prospects
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area
• How to convert a response to a sale r
• The money thing — figure out how much you want to spend, how t
to make the most of it, and whether to use CPM or CPC • Tips on tracking ROI i
s
• Get creative — learn to write compelling ads and choose a click- • How to avoid common mistakes i
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through page beginners make
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• Launch time — launch your campaign, decide which ads to run
when, and test your concepts
• Happy landings — discover what goes into a good landing page Learn to:
and how to customize it to measure effectiveness
• Create an ad campaign on Facebook
• What’s working — use the Ads Manager to monitor statistics,
identify trends, and judge success Go to Dummies.com®
for videos, step-by-step examples, (cid:129) Perform precision ad targeting
• Report cards — generate reports that show who’s responding
how-to articles, or to shop!
to your ads and how they’re interacting with your company
• Make the most of landing pages
• Facebook and you — find out how to keep your fans connected
• Test and optimize your ads
$24.99 US / $29.99 CN / £17.99 UK
Paul Dunay is a marketing expert who was among BtoB Magazine’s ISBN 978-0-470-63762-3
Top 25 BtoB Marketers of the Year in 2009. Richard Krueger is a Paul Dunay
frequently quoted authority on social media marketing. Joel Elad is
Richard Krueger
the author of LinkedIn For Dummies and coauthor of Starting an Online Dunay
Business All-in-One For Dummies. Krueger
Joel Elad, MBA
Elad
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Get More and Do More at Dummies.com
®
Start with FREE Cheat Sheets
Cheat Sheets include Apps
(cid:129) Checklists Mobile
(cid:129) Charts
(cid:129) Common Instructions
(cid:129) And Other Good Stuff!
To access the Cheat Sheet created specifically for this book, go to
www.dummies.com/cheatsheet/facebookadvertising
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Facebook® Advertising
FOR
DUMmIES
‰
by Paul Dunay, Richard Krueger, and Joel Elad
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Facebook® Advertising For Dummies®
Published by
Wiley Publishing, Inc.
111 River Street
Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2011 by Wiley Publishing, Inc., Indianapolis, Indiana
Published by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or
by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit-
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Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/
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Facebook is a registered trademark of Facebook, Inc. All other trademarks are the property of their respec-
tive owners. Wiley Publishing, Inc. is not associated with any product or vendor mentioned in this book.
LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO
REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF
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OUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE
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Library of Congress Control Number: 2010938829
ISBN: 978-0-470-63762-3
Manufactured in the United States of America
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About the Authors
Paul Dunay is an award-winning B2B marketing expert with more than 20
years’ success in generating demand and creating buzz for leading technology,
consumer products, fi nancial services, and professional services organizations.
Paul is Global Managing Director of Services and Social Marketing for Avaya,
a global leader in enterprise communications, and author of Facebook
Marketing For Dummies (Wiley). His unique approach to integrated market-
ing has led to recognition as a BtoB Magazine Top 25 B2B Marketer of the
Year for 2009 and winner of the DemandGen Award for Utilizing Marketing
Automation to Fuel Corporate Growth in 2008. He is also a fi ve-time fi nalist in
the Marketing Excellence Awards competition of the Information Technology
Services Marketing Association (ITSMA) and a 2005 gold award winner.
Richard Krueger is co-founder and CEO of AboutFace Digital, a social media
marketing agency focused on Facebook as a network for acquiring custom-
ers, building brand, and driving sales. Recognized as a serial entrepreneur
with extensive business development, branding, public relations, technical
product development, and business management experience, Richard has a
successful track record in leading the business strategies on behalf of social
media and interactive entertainment companies. He has served as founder,
CMO, and part of the original management teams of companies that brought
true innovation in the areas of broadband infrastructure, content syndica-
tion, social media, mobile entertainment, online gaming, and local search.
Joel Elad has written six books about various online topics, including
LinkedIn For Dummies, Starting an Online Business All-in-One Desk Reference
For Dummies, and Web Stores Do-It-Yourself For Dummies. He is the head
of Real Method Consulting, a company dedicated to educating people
through training seminars, DVDs, books, and other media. He holds a
Master’s Degree in Business from UC Irvine, and a Bachelors Degree in
Computer Science and Engineering from UCLA. He has contributed to
Entrepreneur magazine and Smartbiz.com, and has taught at institutions
like the University of California, Irvine.
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Dedication
We dedicate this book to advertisers everywhere who are in the middle of
the biggest sea change in marketing history. We believe there has never been
a better time to be a marketer, and that tools like Facebook are rewriting the
rules. In fact, we believe that Facebook will become the preferred platform for
marketers and advertisers to acquire new customers, interact with existing
customers, and sell products and services. We hope that by providing you with
straightforward, step-by-step advice, as well as sharing our real-world experi-
ences in marketing companies via Facebook, you’ll become better at your craft
and thereby take us all to levels in marketing we’ve yet to explore.
Authors’ Acknowledgments
This project could not have succeeded without the support of many people
who truly helped make this book a success.
First, we would like to acknowledge all of our families for allowing us to pursue
our passion for Facebook Advertising. We appreciate all your understanding
and support, throughout the time we took away from you to write this book.
We would like to thank the superb team at Wiley: Amy Fandrei, who reached
out to us because of our blogs and supported us through the entire process.
Christopher Morris, our project editor, who kept us on track every step of
the way and helped us conform the book to For Dummies standards. And all
the other Wiley folks behind the scenes who made the book possible.
Thanks to scores of bloggers, too many to list, who kept us informed about
changes Facebook was making in their Facebook Advertising platform and what
they meant to users. Most of all, we’d like to thank Facebook founder Mark
Zuckerberg, and his team of young entrepreneurs and software developers, for
their vision in realizing the most popular online social network on the planet.
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Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com. For
other comments, please contact our Customer Care Department within the U.S. at 877-762-2974,
outside the U.S. at 317-572-3993, or fax [phone].
Some of the people who helped bring this book to market include the following:
Acquisitions, Editorial Composition Services
Sr. Project Editor: Christopher Morris Project Coordinator: Patrick Redmond
Acquisitions Editor: Amy Fandrei Layout and Graphics: Joyce Haughey,
Laura Westhuis
Sr. Copy Editor: Teresa Artman
Proofreaders: ConText Editorial Services, Inc.,
Technical Editor: Michelle Oxman
Lauren Mandelbaum
Editorial Manager: Kevin Kirschner
Indexer: Cheryl Duksta
Editorial Assistant: Amanda Graham
Sr. Editorial Assistant: Cherie Case
Cartoons: Rich Tennant (www.the5thwave.com)
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Diane Graves Steele, Vice President and Publisher
Composition Services
Debbie Stailey, Director of Composition Services
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Contents at a Glance
Introduction ................................................................ 1
Part I: Getting Started with Facebook Advertising .......... 7
Chapter 1: Profi ting from the Facebook Revolution ......................................................9
Chapter 2: Setting Up Your Facebook Account............................................................23
Part II: Launching Your Facebook
Advertising Campaign ................................................ 41
Chapter 3: Matching Your Ads to Your Marketing Strategy .......................................43
Chapter 4: Buying Strategies ..........................................................................................63
Chapter 5: Understanding the Types of Ad Campaigns ..............................................81
Chapter 6: Getting Set to Implement and Measure Results .......................................95
Part III: Managing Your Facebook
Advertising Campaigns ............................................ 117
Chapter 7: Creating Pages for Your Campaign ...........................................................119
Chapter 8: Testing and Optimizing Your Ad Campaign ............................................137
Chapter 9: Tracking Conversions to Sales ..................................................................159
Part IV: Minding Your Metrics .................................. 179
Chapter 10: Checking Out the Data .............................................................................181
Chapter 11: Creating Reports .......................................................................................199
Chapter 12: Extending the Facebook Experience ......................................................231
Part V: The Part of Tens ........................................... 249
Chapter 13: Ten Facebook Page Promotion Techniques (Besides Ads) ................251
Chapter 14: Ten (or So) Facebook Ads Beginner Mistakes ......................................263
Chapter 15: Ten Nontraditional Facebook Ad Campaigns .......................................275
Chapter 16: Ten Resources for Facebook Advertisers..............................................289
Index ...................................................................... 305
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