Facebook Marketing Book Summary

Book Summary

15 min

Audio available

Brief Summary

Facebook, a leading social media platform, is gold mine for potential advertisers. With billions of active users per month, it’s an effective way to increase your conversion rate. By split testing, having the right ad copy and images, etc, you are on your way to succeeding with Facebook.

About the Author

Greg Brooks is an entrepreneur living in New York City. He is the director of marketing act the NYC base SEO agency Search Tides. He started his first business when he was 19 years old. He works as a business systems consultant in the startup community. He also manages million dollar ad budgets for companies.

Topics

Marketing & Sales

Facebook Marketing Book Summary Preview

With over a billion active users, Facebook has become an essential platform for companies to advertise. If you want to win with Facebook, read on.

Facebook is a powerful marketing platform. It’s cheap and allows you to target customers with a high degree of specificity. Do you wan to target Dads between the age of 35 and 45? You can do so with Facebook. Moreover, it’s effective. Every year, Facebook makes billions of dollars on ads alone.

To start advertising on Facebook, first, create a campaign. Each campaign must have a goal. Do you want your IOS app to get more installs? Then your goal is App Installs. There are multiple ad sets per campaign. Each ad set focuses on different types of customers. Each ad set consists of one or more ads, which can have a text and image or a video or carousel.

To have an effective ad, you need to grab the user’s attention. Emotional and out of the ordinary images catch the person’s eyes when scrolling. For example, having the Incredible Hulk in an image with ad text grabs people’s attention. Make sure that your image is not fully covered with text because Facebook will reject it. To find an image, google images that you can reuse with modification. Use photo editors such as pixlr.com and spark.adobe.com to edit images.

When it comes to ad copy, the author suggests leading with a question. For example, if you offer debt management courses, you can lead with the question, Are you deep in debt? Furthermore, make the question emotional and evocative: Are you drowning in an ocean of debt with no way out?! Get the user to think about the problem with a twinge of remorse. Then provide a compelling solution or unique sales proposition: Try out a debt management course to free yourself from debt. Make sure users click now and not later: It’s a limited time offer. Moreover, always target one type of audience with each copy.

Starting a Facebook campaign will require some iteration. You might run the campaign for a week or so, but realize that it’s not working. How do you maximize success? You can do so through split testing. With split testing, you can compare two ads that are identical in all ways but one. Moreover, you can add tracking pixels or snippets of code to your website that Facebook provides to track users who visit your website and the actions they take. How many of them who saw Ad 1 compared to Ad 2 went on to purchase? Tracking pixels will give you that information.

Facebook allows you to target audiences in a fine grain way. Want to target restaurant owners based in the US? You can do so with Facebook Audience Targeting. Targeting the right audience is essential to your success especially because you need people to click on your ads and purchase. People who are not in your audience will not purchase and will just waste your money. You can use Facebook's audience targeting feature...