1. Facebook Advertising, AdWords, Strategies, Benchmarks (9:10)
- AdWords vs. Facebook Ads
- Keyword vs. Interest Marketing
- Search Facebook Marketing vs. Facebook Marketing
- Three Facebook Advertising Strategies
- Overview of Ad Targeting
- Benchmarks for Ad Clickthrough Rate, Cost Per Click, and Cost Per Fan
2. Basic Targeting: Demographics, Location, Gender, Orientation, and Workplaces (10:47)
- How to find your Facebook Advertising management section
- How to target people’s demographics with ads
- How to target people’s location with ads
- How to target people’s workplaces with ads
- How to target people’s age, gender, and orientation with ads
- How to slice and dice audiences
3. Interest Targeting (21:05)
- Choosing interest targets
- How ad creative and interest targets correlate
- Does the estimated reach matter?
- How ad text changes can affect CTR and CPC
- How to mine your audience for more interest targets
- How to target friends of your page fans
- What makes a page really difficult to promote with Facebook ads?
- What technique dramatically lowers cost per click?
- A popular website that helps you find more interest targets
- What kind of budget should you use for testing?
4. Actions, Conversions, and Fan Acquisition (4:29)
- How to make and read Facebook ad reports
- What’s the diference between Actions and Conversions?
- How to figure out your cost per fan
- What’s an inline like?
- Only 9% of likes happen WHERE?! (it’s surprising!)
5. Statistical Review of Ad Metrics (12:04)
- Does a higher CTR always give you a lower CPC?
- How does social impression % relate to CPC and cost per fan?
- How does bid relate to CPC?
- What one ad setup detail can save you 90% on your cost per fan?
- What ad metric is over hyped?
6. Ad Burnout and Enthusiastic Prospects (7:45)
- What is ad burnout?
- Why does it happen?
- How does burnout affect cost per click?
- Do all ads burnout quickly?
- Is there a limit to your prospects?
- How does fanaticism in your niche relate to CTR and CPC?
- Are your most passionate fans more or less expensive?
7. Case Study I: How to Get Fans for Seven Cents (20:15)
- What are the four stages of Facebook marketing?
- How does your Facebook prospect group break down?
- Who are your prospects and how do you find them on Facebook?
- What two types of fans do you need to get ROI on Facebook?
- What are the four steps of Facebook advertising?
- What are some websites that help you brainstorm interest targets?
- How important is your niche’s jargon?
- What makes a good image?
- What’s a “no-brainer ad”?
- How do you optimize Facebook ads?
8. Case Studies II: Seven Clever and Innovative Facebook Ad Tactics (50:28)
- How can making bad ads on purpose turn you into a rock star?
- What’s the best way to do locally-targeted ads?
- How do you run effective political Facebook ads?
- How do you get a lot of cheap local attention?
- How can charities turn a negative into a positive with Facebook ads?
- What’s another clever call to action for fan acquistion?
- How can you organize your ads better to save time?
9. Case Studies III: Who Gets The Cheapest Targeted Fans? (49:35)
- How do you break down your prospect base to get cheaper fans?
- How do you choose demographics that fit the interest?
- What’s a great Facebook strategy for anyone that wants to get into local politics?
- How can you get an abnormally long ad headline?
- How do social impressions play into advertising success?
- How do you get quick active cheap fans with a combination of Facebook ads and a page post?
- Is it possible to get zero CPC?
- How do you get fans for one-fourth of a penny?
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