This 387-page book is packed full of great tips and strategies. Furthermore, it is extremely well illustrated with graphics. Unfortunately, quite a number of the graphics were hard to read especially for old eyes like mine. The authors arranged the book into 32 chapters and a collection of useful appendices.
The first five chapters focus on why you should consider using Facebook for advertising your business. Naturally, Marshall taps into the 80/20 principles as he explains how to get results from advertising on Facebook. Throughout the book, Marshall compares running advertisements to flying an airplane. There are basic principles to each and checklists help.
Boosting
One of the first techniques they talk about is called boosting. This simple technique can help you increase the number of likes for your Facebook page. One of the keys is to provide and leverage consistent content. I will be writing about boosting in an upcoming post. Keep an eye out.
Facebook Pixel
If you do not have the Facebook Pixel running on your site, stop reading and go out and do this. It makes the difference in advertising to a cold audience (lots of money) and advertising to a warm audience (people who are interested). I have written about the pixel before, check out these posts.
- How to Add Facebook Pixel to Google Tag Manager
- How to Retarget Website Visitors With the Facebook Pixel
Facebook Business Page
The authors shared basic things to do to set yourself up for success. In addition to installing the Facebook pixel, they also wrote about getting your Facebook business page launched as well as setting up the Facebook Business Manager. These are both important to running ad campaigns.
Campaigns
In chapter 11, the authors start introducing ad campaigns. They begin with a simple like campaign and increase complexity from there. Like campaigns are useful for building audiences and should be part of your overall strategy. Remember, you are increasing your potential customers’ ability to know, like, and trust you.
They walk you through the process of creating a campaign, an ad set, and an ad. From this point, you will duplicate campaigns, ad sets, and ads to split test to see which ones yield the best results.
Audience
The authors spent a considerable amount of time discussing audiences. Audiences are one of the keys to running successful ads. Part of your A/B testing is to discover the audience that resonates with your ad campaign. The better you can do this, the less money you will spend.
Ad Funnels
I got a lot out of seeing how the authors created advertising funnels. They started very simple but kept weaving in layers. They touched on different ad types to include like ads, link ads, short-copy ads, long-copy ads, video ads, etc. They described the benefits and usage of each type of ad.
Throughout the book, the authors share tips for creating ads that convert. They dissect each type of ad and explain why the different ads are successful.
Reporting
Lastly, the authors discussed reporting and analysis. They showed the key elements to be watching to help see your ads’ performance. It is important to know what is working and what is stealing you blind.
If you are using Facebook Ads, I would definitely recommend that you read the Ultimate Guide to Facebook Advertising. This investment will save you money and prevent undue frustration as you trying to put together an ad campaign.
Additional Reading
- Book Review: 80/20 Sales and Marketing: The Definitive Guide to Working Less and Making More
- Book Review: Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes
- Books Review: Facebook Ads Made Simple: How to Create High-Converting Facebook Ads in an Hour or Less
- #SMMW19: How to Use Facebook Lead Ads to Improve Your Leads and Sales
- #SMMW19: How to Build an Effective Facebook Ad Funnels
- #SMMW19: Facebook Ads for Local Businesses: How to Drive Store Visits and Beyond
- #SMMW19: How to Create Your First Successful Facebook Ad Campaign
- #SMMW19: How to Use Facebook Ads and Organic Posts to Build a Sales Machine
- #SMMW19: How to Create Ads That Convert: The Anatomy of a Perfect Facebook Ad
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