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• Cover
• Title Page
• Copyright
• Contents
• Preface: Facebook Still Owns Planet Earth
• Is Facebook Good or Bad?
• Facebook Has Redefined Advertising for 21st Century Users
• Your Mission, Should You Choose to Accept It
• Introduction to Bob Regnerus
• Introduction: Read This First—How to Use the Ultimate Guide to Facebook Advertising
• Chapter 1: A Master Class in Fundamentals
• Marketing Funnels Transform Strangers into Friends and Customers
• How to Move Your Customer from Zero to Total Awareness
• The Customer Awareness Timeline
• Three Pillars of Advertising Success
• Chapter 2: Creating Your Business Page and Setting Up Business Manager
• Creating Your Business Page
• Creating Your Business Manager Account
• Chapter 3: Retargeting Technology to Convert More Prospects Into Customers
• The Power of Retargeting
• Retargeting Turns Losing Campaigns Into Winners
• Creating a Successful Retargeting Campaign
• Retargeting Principles For Optimal Performance
• The Facebook Pixel Is the New Way to Build a List
• Building Retargeting Audiences
• Installing the Facebook Pixel
• Setting Up Events
• Creating Custom Conversions
• Verifying Your Pixel Setup
• Measuring the Results of Your Ads
• Chapter 4: Story: Separating the Amateurs from the Pros
• Stand Out with Story
• Why Stories and Facebook Make Such a Great Pair
• The Right Time to Deliver Your Story
• Product Always Follows Story
• People Don’t Like to Be Sold To, But Enjoy Buying from People They Like
• “I’m Not a Storyteller!”
• Getting Your Story From Inside Your Head Into Your Ads
• Chapter 5: Targeting Your Customers with Facebook Audiences
• Smart Advertisers Know “Everyone” Isn’t Their Customer
• Facebook’s Four Types of Audience Targeting
• Custom Audiences
• Building Custom Audiences from Customer Lists
• Building Website Traffic Custom Audiences
• Building Custom Audiences from Mobile App Activity
• Building Custom Audiences from Offline Events
• Building Custom Audiences from Facebook Sources
• Using Facebook’s Artificial Intelligence to Build Similar Audiences
• Using Detailed Targeting to Narrow Your Audience
• Chapter 6: Using RFM to Sell to Customers Most Likely to Buy
• R Is for “Recency”
• F Is for “Frequency”
• M Is for “Monetary”
• RFM Is as Important Online as It Is Offline
• Facebook Didn’t Invent Everything
• Chapter 7: The First Building Blocks of Your Facebook Advertising Campaign
• The Facebook Campaign Structure
• Choosing the Perfect Campaign Objective
• Chapter 8: Budgets and Bidding Strategies for Optimizing Your Facebook Campaigns
• Daily vs. Lifetime Budgets
• Choosing Delivery Type
• How the Facebook Ad Auction Works
• Choosing the Right Budget Amount
• Campaign Bidding Strategies
• Chapter 9: Dialing in Your Targeted Audience Using Ad Sets
• Never Start Advertising to Cold (Unaware) Traffic
• How Ad Sets Fit into Your Facebook Ad Campaign
• Dialing in Your Facebook Ad Set
• Setting Your Ad Schedule and Ad Spend Limits
• Choosing Your Target Audience
• Using Detailed Targeting to Build an Audience
• Targeting Facebook Connections
• Saving Audiences from the Ad Set Interface
• “Where Are My Ads Seen?”
• Exclusions and Block Lists
• Optimization and Delivery
• Chapter 10: Optimizing Your Ad Sets within Your Targeted Audience
• Optimization and Delivery Basics
• Every Campaign Type Has Different Optimization Settings
• Chapter 11: Location, Location, Location: Facebook Placements
• Automatic Placements
• Devices
• Placements
• Chapter 12: Leveraging Creative in Your Ads to Maximize Response
• The Elements of an Ad
• Choices of Visual Media
• Ad Formats
• Your Primary Text
• Call-to-Action Buttons
• News Feed Video Technical Requirements
• Video Thumbnails
• Captioning Your Videos
• Using Multiple Ads Per Ad Set
• Specific Ad Configuration by Placement
• Instant Experiences: Hyper-Fast Load When the Customer Clicks
• Chapter 13: Sources of Creative Inspiration for Facebook Ads
• How Important Is Creative to Advertising Success?
• Ads from Competitors and Similar Businesses
• Facebook Business Success Stories
• Facebook Creative Hub
• Facebook Ads Inspiration
• Chapter 14: Creating Your First Facebook News Feed Ad
• Basic Campaign Setup
• Creating a Video from a Still Image
• Adding Your Ad Text, Headline, and Call to Action
• Quick Shortcut for Creating Your First Ad Using an Existing Post
• Chapter 15: The Strongest Persuader of All: Facebook Video
• Interruption vs. Direct Offer
• The Three Cs of Creating Thumb-Stopping Content
• The Content Creation Matrix: The Simple Guide to Creating Compelling Video Content
• Why Use Video?
• Facebook Is Making Video Easy
• Video Lengths for Ads
• Video Styles
• Chapter 16: Creating Killer Ad Creatives That Reflect Your Hook
• Six Creative Must-Haves
• What Not to Do
• Grades and Report Cards
• Analyzing Creatives that Work
• Working with a Designer
• Telling a Story with Your Creatives
• Ad Creative Checklist
• Analyzing Creatives that Don’t Work
• Getting Inspired
• Chapter 17: How I Know When My Copy Is Ready—Power Questions
• 1. Novel, Unique, and Distinctive
• 2. Simple and Easy
• 3. Triggering a Desire
• 4. Pre-exposure
• 5. Mental Links and Associations
• 6. Open Loops
• 7. Portals
• The Seven Questions Summary
• Chapter 18: Capturing Leads Using Facebook Lead Ads
• Getting Started with Lead Form Ads
• Retrieving Your Leads
• Chapter 19: Converting Clicks to Facebook Messenger Conversations
• What Are Facebook Click-to-Messenger Ads?
• When to Use Facebook Click-to-Messenger Ads
• Creating Click-to-Messenger Ads in Ad Manager
• Creating Click-to-Messenger Ads in MobileMonkey
• What Are Facebook-Sponsored Message Ads?
• When to Use Facebook Sponsored Messages
• Creating Sponsored Messages Ads in MobileMonkey
• Chapter 20: The Anatomy of a Facebook Retargeting Campaign
• The Structure of a Retargeting Campaign
• Retargeting Users Who Visit Your Website
• Retargeting Users Who Engage with Your Video Ad
• Retargeting Users Who Abandon Facebook Lead Forms
• Retargeting Is Not Just for Prospecting
• Chapter 21: Using Deep Funnel Marketing™ to Make Your Customers See You Everywhere
• How Does the Deep Funnel Relate to My Business?
• The Customer Awareness Timeline and Deep Funnels
• Facebook Is an Interruption Media
• Basic Deep Funnel Marketing Strategies for Top of Funnel
• Launching Your Article Strategy Prospecting Campaign
• Creating Your Initial Prospecting Ad Set
• Creating Your Initial Prospecting Ads
• Creating Your Article Strategy Nurturing Campaign
• Deep Funnel Marketing Video Strategy
• Creating Your Initial Video Strategy Prospecting Ad Set
• Creating Your Initial Video Strategy Prospecting Ad
• Creating Your Next Two Video Strategy Prospecting Ads and Ad Sets
• Creating Your Video Strategy Nurturing Campaign
• Chapter 22: Advanced Deep Funnel Marketing™ Strategies
• Nurturing Campaigns Aren’t Just for Retargeting Facebook Traffic
• Ad Content in Your Deep Funnel
• Website Assets for Your Deep Funnel
• Setting Up Deep Funnel Nurturing Audiences
• Setting Up a Deep Funnel Nurturing Campaign
• Setting Up Deep Funnel Ad Sets, No Sequence
• Setting Up Deep Funnel Ad Sets: URL-Based Sequence
• Setting Up Deep Funnel: Time-Based Sequence
• Setting Up Deep Funnel Audiences for a Time-Based Sequence
• Setting Up Deep Funnel Ad Sets for a Time-Based Sequence
• Chapter 23: Blueprints and Strategies to Help You Launch Campaigns Quickly
• Prospecting Strategies for Cold Audiences
• Campaign Strategies for Specific Objectives
• Specific Audience Strategies
• Chapter 24: The Product Launch Formula and Facebook
• Anticipation (and Turning Your Marketing into an Event)
• Pre-Launch Content #1: The Opportunity
• Pre-Launch Content #2: Transformation
• Pre-Launch Content #3: Ownership
• Launch Day (and the Open Cart)
• Your Post-Launch Sequence
• The Launch Conversation
• Your Launch
• Chapter 25: Choosing the Best Facebook Funnel for You
• The Lead Magnet Funnel
• The Mini Course Funnel
• The Free-Plus-Shipping Funnel
• The Assessment or Quiz Funnel
• The Challenge Funnel
• The On-Demand Webinar Funnel
• How to Quickly Choose a Funnel
• Chapter 26: Boosting Posts and Unicorns
• Get the Results
• Switch-Boost
• Greatest Hits
• Content Library
• Funnel
• Chapter 27: Keeping Track of Your Money and Results
• Common Advertising Terms
• How to View Reporting
• The Breakdown Dropdown
• Reporting in Ads
• Offline Event Reporting
• Chapter 28: How to Increase Conversions and Decrease Advertising Costs Over Time
• What Testing Can Do
• Why Test?
• Achieving Statistical Significance
• What Should You Test?
• Setting Up Dynamic Creative Tests
• Setting Up Multiple Text Option Tests
• Performing A/B Split Testing
• Chapter 29: Troubleshooting Common Facebook Advertising Issues
• When You’re Not Seeing Conversions Reported
• What to Do When Your Ad Performance Declines, aka Ad Fatigue
• Combatting Ad Fatigue
• What to Do When Your Campaign Costs Are Too High
• What to Do When There Are Low (or No) Impressions of Your Ad
• What to Do When You Have an Ad Disapproved
• What to Do When You Have Ads Stuck in Review
• Chapter 30: Taking Scary Steps When the Bridge Isn’t Yet Visible
• Appendix: Major Facebook Ad Updates that Experienced Advertisers Need to Know
• Privacy, Transparency, and Targeting
• Transparency of Political, Social, and Election Ads
• Platform and Interface Changes
• Placements and Media
• Conclusion
• Acknowledgments
• About the Authors
• Perry Marshall
• Bob Regnerus
• Thomas Meloche
• Mark Ingles
• Keith Krance
• Index