facebook advertising for dummies

Paul Dunay Richard Krueger Joel Elad, MBA Learn to: • Create an ad campaign on Facebook • Perform precision ad targeting • Make the most of landing pages • Test and optimize your ads Facebook ® Advertising Making Everything Easier! ™ Open the book and find: • Key advantages of using Facebook advertising • What cost per click and cost per impression mean • How to set your exact demographics for your ad audience • What types of reports you can generate • Pointers on pleasing your prospects • How to convert a response to a sale • Tips on tracking ROI • How to avoid common mistakes beginners make Paul Dunay is a marketing expert who was among BtoB Magazine’s Top 25 BtoB Marketers of the Year in 2009. Richard Krueger is a frequently quoted authority on social media marketing. Joel Elad is the author of LinkedIn For Dummies and coauthor of Starting an Online Business All-in-One For Dummies. $24.99 US / $29.99 CN / £17.99 UK ISBN 978-0-470-63762-3 Business/Online Marketing Go to Dummies.com ® for videos, step-by-step examples, how-to articles, or to shop! Reach more customers with a targeted Facebook ad campaign — learn how, here! You already know that social media is hot. That’s where your customers are, so that’s where your product or service should be, too. Here’s what you need to know about establishing your business on Facebook, developing an ad strategy, building targeted landing pages for your ads, getting and interpreting the results of your efforts, and much more. • Right on target — maximize Facebook’s capability to display your ads only to specific groups by age, interests, or geographic area • The money thing — figure out how much you want to spend, how to mak e the most of it, and whether to use CPM or CPC • Get creative — learn to write compelling ads and choose a click- through page • Lau nch time — launch your campaign, decide which ads to run when , and test your concepts • Happy landings — discover what goes into a good landing page and how to c ustomize it to measure effectiveness • What’s working — use the Ads Manager to monitor statistics, ide ntify trends, and judge success • Report cards — generate reports that show who’s responding to you r ads and how they’re interacting with your company • Facebook and you — find out how to keep your fans connected Facebook ® Advertising Dunay Krueger Elad spine=.6720” spine=.6720” Mobile Apps There’s a Dummies App for This and That With more than 200 million books in print and over 1,600 unique titles, Dummies is a global leader in how-to information. 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Get More and Do More at Dummies.com ® To access the Cheat Sheet created specifically for this book, go to www.dummies.com/cheatsheet/facebookadvertising by Paul Dunay, Richard Krueger, and Joel Elad Facebook ® Advertising FOR DUMmIES ‰ 01_9780470637623-ffirs.indd i01_9780470637623-ffirs.indd i 10/11/10 7:52 PM10/11/10 7:52 PM 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- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http:// www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/ or its af liates in the United States and other countries, and may not be used without written permission. 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. 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Library of Congress Control Number: 2010938829 ISBN: 978-0-470-63762-3 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 01_9780470637623-ffirs.indd ii01_9780470637623-ffirs.indd ii 10/11/10 7:52 PM10/11/10 7:52 PM 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,  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  ve-time  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. 01_9780470637623-ffirs.indd iii01_9780470637623-ffirs.indd iii 10/11/10 7:52 PM10/11/10 7:52 PM 01_9780470637623-ffirs.indd iv01_9780470637623-ffirs.indd iv 10/11/10 7:52 PM10/11/10 7:52 PM 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. 01_9780470637623-ffirs.indd v01_9780470637623-ffirs.indd v 10/11/10 7:52 PM10/11/10 7:52 PM 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 317-572-4002. Some of the people who helped bring this book to market include the following: Acquisitions, Editorial Sr. Project Editor: Christopher Morris Acquisitions Editor: Amy Fandrei Sr. Copy Editor: Teresa Artman Technical Editor: Michelle Oxman Editorial Manager: Kevin Kirschner Editorial Assistant: Amanda Graham Sr. Editorial Assistant: Cherie Case Cartoons: Rich Tennant ( www.the5thwave.com) Composition Services Project Coordinator: Patrick Redmond Layout and Graphics: Joyce Haughey, Laura Westhuis Proofreaders: ConText Editorial Services, Inc., Lauren Mandelbaum Indexer: Cheryl Duksta 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 01_9780470637623-ffirs.indd vi01_9780470637623-ffirs.indd vi 10/11/10 7:52 PM10/11/10 7:52 PM Contents at a Glance Introduction 1 Part I: Getting Started with Facebook Advertising 7 Chapter 1: Pro 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 02_9780470637623-ftoc.indd vii02_9780470637623-ftoc.indd vii 10/11/10 7:52 PM10/11/10 7:52 PM 02_9780470637623-ftoc.indd viii02_9780470637623-ftoc.indd viii 10/11/10 7:52 PM10/11/10 7:52 PM [...]... Started with Facebook Advertising 7 Chapter 1: Profiting from the Facebook Revolution 9 Introducing Facebook Advertising 10 Finding Your Way around Facebook Advertising 12 Seeing the Familiar Aspects of Facebook Advertising 14 Design your own advertisements 14 Manage your own ad budget 14 Understanding Unique Aspects of Facebook Advertising 16 Targeting... Choosing your destination URL 37 Preparing your Facebook Business Page for Your Ad Campaigns 38 Adding or updating the necessary elements on your business Page 38 Selecting elements for ad campaign landing pages or targets 39 02_9780470637623-ftoc.indd ix 10/11/10 7:52 PM x Facebook Advertising For Dummies Part II: Launching Your Facebook Advertising Campaign 41 Chapter 3: Matching Your... provide some great features for their advertisers mainly because of one thing: information Facebook sits on a mountain of information about each of its users, from user profile information to the discussions, groups, and other ads that each user clicks or fills out while using Facebook New information is generated daily, and Facebook has figured out how to harness that information in a way that shields... time reading repeated information 03_9780470637623-intro.indd 5 10/11/10 7:52 PM 6 Facebook Advertising For Dummies 03_9780470637623-intro.indd 6 10/11/10 7:52 PM Part I Getting Started with Facebook Advertising 04_9780470637623-pp01.indd 7 10/11/10 7:53 PM In this part I f you’ve ever had to move to a new town, you understand the need to explore your new area and get comfortable with your new surroundings... status on Facebook Your ad campaigns will be more authentic and successful if you are a member of the community where you advertise 04_9780470637623-pp01.indd 8 10/11/10 7:53 PM Chapter 1 Profiting from the Facebook Revolution In This Chapter ▶ Discovering what Facebook advertising offers ▶ Seeing the similarities between Facebook and other advertising ▶ Identifying the unique functions of Facebook advertising. .. Way around Facebook Advertising When you’re ready to use Facebook Ads, start by going to its home page (www .facebook. com/ads), as shown in Figure 1-3 Your Facebook Ad account will be tied to either your personal Facebook account or your Facebook Pages account, which is tied to your business We walk you through how to create your own Pages account in Chapter 2 After these accounts are set up, Facebook. .. 7:53 PM 14 Part I: Getting Started with Facebook Advertising Seeing the Familiar Aspects of Facebook Advertising Certain elements of Facebook advertising are very similar to other ad solutions out there, like Google AdWords Some of these elements — such as writing your own advertising messages (a catchy title, some enticing call to action) and managing your own advertising budget (setting ad bid prices,... Advertisers 289 All Facebook Is All about Facebook 289 Get Inside Facebook with Inside Facebook 291 Do an About Face with AboutFaceDigital 293 Hear the Buzz — Marketing for Technology 294 02_9780470637623-ftoc.indd xiii 10/11/10 7:52 PM xiv Facebook Advertising For Dummies It’s the Age of Advertising: Ad Age, That Is 295 Stay Up to Date with Social Media Today ... Gathering responder information with Facebook Insights If you’re going to advertise on Facebook, we highly recommend having a Page on Facebook as well (We talk about how you can build a Facebook Page for your business in Chapter 2.) Not only will having a Page include you in an ongoing conversation with your customers and visitors by using Facebook, but it also gives you more information that you can... Introducing Facebook Advertising When you use Facebook, whether you’re on your home page, reading comments on your Friends’ Walls, or playing your favorite online Facebook game, you’ll probably notice at least one advertisement, usually on the right side of the page These are Facebook Ads, and they are available to anyone with an advertising budget, from $1 to $1 billion (That last option is probably just for . specifically for this book, go to www .dummies. com/cheatsheet/facebookadvertising by Paul Dunay, Richard Krueger, and Joel Elad Facebook ® Advertising FOR DUMmIES ‰ 01_9780470637623-ffirs.indd. Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies. com, Making Everything Easier, . Started with Facebook Advertising 7 Chapter 1: Profi ting from the Facebook Revolution . . . . . . . . . . . . . . . . .9 Introducing Facebook Advertising 10 Finding Your Way around Facebook Advertising