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Introduction xix Chapter 1 Marketing and the Facebook Revolution 1 Facebook's Reach 2 Understanding the Social Graph 7 What Marketers Can and Can't Do With Facebook Ads 10 The Ethical Marketer?s Rules of Engagement 14 Chapter 2 Key Performance Indicators (KPIs) 19 Setting Expectations 20 Defining KPIs 21 Facebook Ads and Attribution 33 Chapter 3 The Facebook Ad Creation UI 35 Web UI and Power Editor 36 Module 1: Design Your Ad 36 Module 2: Facebook?s Powerful Targeting 37 Module 3: Campaigns, Pricing, and Scheduling 63 Chapter 4 Facebook Ads Production Workflow 65 Power Editor 66 Understanding Account Structure 66 First Step: Wireframe Demographic Research 69 Second Step: Create Your First Ads 69 Structural Best Practices 72 Chapter 5 Guerilla User Targeting Checklist 77 Literal, Competitive, and Inferred Targeting 78 Occupations and Employment 86 Real-Life Groups and Affiliations 90 Online, Off Facebook . 99 Product Categories . 102 Classic Mainstream Interests 104 Chapter 6 Mastering Compound Targeting 111 Age, Interest, and Gender Mashups 112 Workplace and Precise Interest Amalgamations . 115 Education and Interest Amalgamations 119 Sexuality, Relationship Status, and Interests . 121 Country + Language + Interest Combinations 123 Chapter 7 Creating Killer Facebook Ads 127 The Five Levels of Brand Clarity 128 Headlines 130 Ad Images 140 Putting It All Together with Body Copy 147 Chapter 8 Deploying Your Facebook Ads Campaign 155 Facebook Ads Finances 156 Landing Page Considerations 163 Final Prelaunch Checklist 172 Chapter 9 Field Guide to Optimization and Reporting 173 Introducing Ads Manager 174 Navigating Facebook Ads Manager 174 Optimization 184 Facebook Reports 194 Wrapping Up and Looking Forward 201 Appendix A Facebook Ads Preflight Pocket Checklist 205 Appendix B The Great Big Search & Social Media Marketing Twitter Follow List 209 Appendix C Facebook Targeting Segments 219 Fortune 500 Companies 220 Job Titles 222 Weapons 225 Tech and Gaming 226 Interests Bucket Family Roles 228 Health 229 Outdoor Activities 231 Winter Sports and Activities 234 Sports 236 Green Living 238 Wine 239 Home/Garden 239 Discount 240 Tough Times 240 Music 241 Hobbies 242 Business 242 Chatting/RPG 243 Media with Cult Followings 244 Index 249
Marty Weintraub is CEO of aimClear, an online marketing agency that has managed Facebook ad campaigns generating over 10 billion impressions internationally for clients including MarthaStewart.com, Siemens, Second Life, Budget Direct, and other global brands. He's written extensively for Search Engine Watch, Search Engine Land, Search Engine Roundtable, and others. Marty's aimClear blog (aimclearblog.com) has been cited as among the Technorati Top 10 Small Business Blogs, Cision Top 10 Social Media Blogs, and PRWeb's 25 Essential Public Relations Blogs You Should Be Reading, and it has also been listed in the AdAge Power150. Marty founded and produces the aimClear Full Day Facebook Marketing Intensive Workshop and also speaks regularly at Search Engine Strategies (SES), Search Marketing Expo (SMX), PubCon, SEMpdx, International Search Summit, All Facebook Summit, Socialize, OMMA, Search Insider Summit, and at universities.
'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.