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• 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