Ultimate Guide to Facebook Advertising

How to Access 1 Billion Potential Customers in 10 Minutes

Perry Marshall, Keith Krance, Thomas Meloche

• Publisher: Entrepreneur Press
• Year: 2017
• Print ISBN: 9781599186115
• eBook ISBN: 9781613083703
• Edition: 3
• Topic: Business
• Subtopic: Advertising
• Index: Business

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Facebook makes it easy for businesses like yours to share photos, videos, and posts to reach, engage, and sell to more than 1 billion active users. Advertising expert Perry Marshall is joined by co-authors Keith Krance and Thomas Meloche as he walks you through Facebook Advertising and its nuances to help you pinpoint your ideal audience and gain a ten-fold return on your investment.
Now in its third edition, Ultimate Guide to Facebook Advertising takes you further than Facebook itself by exploring what happens before customers click on your ads and what needs to happen after—10 seconds later, 10 minutes later, and in the following days and weeks.
You'll discover how to:

• Maximize your ad ROI with newsfeeds, videos, and branded content
• Create custom audiences from your contact lists, video views, and page engagement
• Use the Facebook Campaign Blueprint proven to generate your first 100 conversions
• Boost your Facebook ads using the Audience Network and Instagram
• Follow the three-step formula for successful video ads
• Maximize campaigns and increase conversions on all traffic to your website
• Track and retarget engaged users by leveraging the Power of the Pixel
• Make every page on your website 5-10 percent more effective overnight

"If anybody can make practical sense of Facebook for marketers, it's Perry. He has his finger on its truth—as advertising media, not social media. He also realizes there is a short window of time during which it offers greatest opportunity. He identified this with Google AdWords. Now, this book shows how to capitalize on ideal timing with this media. Finally, he is a well-disciplined direct-response practitioner who holds this accountable for ROI. I bestow my 'No B.S.' blessing."
—Dan S. Kennedy, legendary direct marketing advisor and author of the No B.S. series.

Chapter 1

Facebook Takes Over Planet Earth

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“When you give everyone a voice and give people power, the system usually ends up in a really good place. So, what we view our role as, is giving people that power.”

—MARK ZUCKERBERG

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PEOPLE ARE WALKING DOWN THE STREET BANGING INTO LIGHT POLES BECAUSE THEIR FACES ARE BURIED IN FACEBOOK. THEREIN LIES YOUR OPPORTUNITY.

The most precious commodity in the world is attention. Facebook is monopolizing it. Chomping it like a hungry beast. The average American spends five hours per day on Facebook. Wherever you are right now, look up and someone around you is probably on Facebook.

This book is about how to get in front of those people, get them to open their wallets, and then dominate markets because you’re better at this game than all your competitors.

Be warned right this minute that Facebook ads are a serious game. It’s a blood sport—not something you just casually dabble in. If you get really good at it, it’s a $1,000-per-hour skill and more. It gives you the ability to move mountains and nations. You can literally create cultures and movements at will.

But if you’re just going to goof around with it . . . play around . . . try a few experiments—forget it. Go waste your money some other way because 90 percent of Facebook advertisers merely dabble with it, and then Facebook ads amount to nothing more than an expensive tax write-off.

If you’re going to take this game seriously, then you bought the right book. And you should also avail yourself to the online supplement at www.perrymarshall.com/fbtools. Go there right now, and download the goodies.

Is Facebook Good or Bad?

I do not think that it is a “good” thing that a billion people are spending this much time on Facebook. I didn’t think it was a good thing when the same numbers of people were watching TV for five hours a day, either.

But nobody asked me. And they didn’t ask you. That’s just what people do.

If you’re going to be successful as a marketer or entrepreneur, you must choose to live in the “is” world—not the “should be” world. In the “is” world, 95 percent of people float around in a miasma of mild hypnosis, looking forward to their next hit of “Like” and “Share” happy juice or to extract their pound of flesh out of some bloke who disagrees with them about Donald Trump.

This book is all about how you get inside their head and get them to do what you want them to do. Whether you’re a church, a school, a winery, a life coach, a car manufacturer, or if you sell aluminum siding, you’ve got a job to do.

People are going to spend their time and money somewhere. If they spend their time and money with you, you succeed. If they spend it with someone else, you fail.

The fact that people are in a state of partial hypnosis helps you sell them stuff. In this book, you’ll learn how to harness that power.

WORKING VS. PLAYING

Now, the very first thing you have to do is get real with yourself and realize that for you, playing around on social media is NOT the same as RUNNING social media or CONTROLLING social media—pulling the puppet strings of the world.

Millions of people quit their jobs to start a business. They’re essentially being supported by their spouses. She goes to work every day, and while she’s changing bedpans at the hospital, she thinks her husband is working.

When in fact he’s just goofing off on Facebook all day. Doing stuff that sorta kinda looks like work.

And making zero money.

That guy is like the chef who, instead of cooking, just stands in the kitchen and shovels food in his mouth all day.

Well, this is a book about making money on Facebook—not screwing around on Facebook. Facebook ads is a serious endeavor. It’s a profession. You will get nowhere with those bad habits. You either pull the strings of the Matrix from outside the Matrix . . . or you’re in the Matrix being entertained by the Matrix. You can’t do both.

I deleted the standard Facebook app from my phone. I hardly ever use Facebook. When I do use Facebook, I use the phone browser instead of the app.

I never log into Facebook as a standard user until after 5:30 P.M. Most days I don’t log in at all. But on the very same day I may spend hours in the Facebook interface and Facebook advertising app being the chef and pulling the strings in the Matrix.

Never confuse activity with productivity. The two are not the same.

As a Facebook advertiser, you are tasked with injecting creativity into the system, then measuring and tracking the results. You use your tracking tools. Pay careful attention to what works and what doesn’t. Notice stuff. Accept your job, which is to influence the hypnotized masses who are coming to Facebook for their entertainment addiction.

You are not the guy who comes to the restaurant and feeds his face for five hours. You work in the restaurant. You serve up great dishes. You only sample enough of the soup to know whether it tastes good or bad . . . then you go on and create more great cuisine.

Sorry if this sounds preachy. But I have many, many customers and clients whose productivity, sales, profits, and income absolutely skyrocketed after they . . .

Deleted the Facebook app from their phone (along with Twitter, LinkedIn, and others)

Realized that the world is in an incessant, never-ending conspiracy to rob them of time, attention, creativity, and mental space

Closed the Facebook tab in their browser

Entirely stopped using Facebook in the usual fashion during work hours

Blocked all email notifications from Facebook and other social media

Halted ALL smart phone notifications from all social media apps—no banners on the screen, no little red numbers on your app icons, no distractions.

Go on. Do all of the above—now. If you don’t, it will be devilishly difficult to master this thing. Instead, it will master you.

Facebook has taken over the world. Facebook is the aquarium that lots of people live in. Facebook is your portal to influencing those people—their behavior, their opinions, their purchases, their relationships. You need to pull the levers without letting Facebook take control of you.

Facebook knows what its members look like, think, enjoy, and visit because they are the world’s largest:

Photo-sharing site,

Thought-sharing site,

Liking site,

Linking site, and

Demographic and psychographic gathering engine.

Even with Google’s gargantuan lead, Facebook will possibly become the world’s largest advertising site, especially as the internet continues its trajectory toward easy mobile device access.

FACEBOOK IS THE ONLY COMPANY THAT OWNS THE MOBILE PHONE

The majority of internet use is now via smartphones and tablets. This is bad news for all the old-school ...

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• Introduction: Read this First—How to Use this Book
• Chapter 1: Facebook Takes Over Planet Earth
• Chapter 2: One Good Ad Can Change the Game
• Chapter 3: The Risky One-Ad Experiment
• Chapter 4: A Tale of Identical Twins Separated at Birth
• Chapter 5: Two Questions: “Is Facebook for Me?” and “Which Facebook Strategy Is Right for Me?”
• Chapter 6: Facebook Easy Button: Boosted Posts
• Chapter 7: The Power of the Pixel
• Chapter 8: A Few Fundamentals by Angela Ponsford
• Chapter 9: Set Yourself Up for Success by Angela Ponsford
• Chapter 10: Your Facebook Flight School
• Chapter 11: Facebook Simulator: Like Campaigns
• Chapter 12: The Best Proven Facebook Selling Systems
• Chapter 13: Understanding Audience Awareness
• Chapter 14: First Two Stages of the Facebook Flight Plan™
• Chapter 15: Stage Three of the Facebook Flight Plan™
• Chapter 16: Hacking the Hook by Ralph Burns
• Chapter 17: Proven Facebook-Friendly Offers
• Chapter 18: The Facebook Ad Builder
• Chapter 19: The 13 Elements of Persuasive Ad Copy by Ralph Burns
• Chapter 20: How I Know When My Copy Is Ready—Power Questions by Ryan Deiss
• Chapter 21: Creating Killer Ad Creatives That Reflect Your Hook by Molly Pittman
• Chapter 22: Three-Step Video Ad Formula
• Chapter 23: How to Find Your Perfect Audience by Sasha Sibree
• Chapter 24: Audiences
• Chapter 25: One Pixel to Rule Them All by Andrew Tweito
• Chapter 26: Choosing Your Campaign Objective
• Chapter 27: Building and Structuring Your Ad Sets by Traci Reuter
• Chapter 28: Creating Your Ads by Vladimir Gonzales
• Chapter 29: Reporting, Analysis, Action by Angela Ponsford
• Chapter 30: Troubleshooting by Traci Reuter
• Chapter 31: The Five-Tier Scaling System by Ralph Burns
• Chapter 32: Career Opportunities: The Desperate Search for Quality Facebook and Social Media Marketers
• Appendix: More Boosted Posts by Dennis Yu
• About the Authors
• Index