Mastering Facebook Advertising... 3 Section 1 Choose Your Facebook Offer... 4 Find Your Niche... 4 The Big Three... 4 Google Trends...

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2 Mastering Facebook Advertising... 3 Section 1 Choose Your Facebook Offer... 4 Find Your Niche... 4 The Big Three... 4 Google Trends... 5 Google Insights... 5 Internet Time Machine... 5 Market Research... 5 Offer Finding... 6 ClickBank... 7 Setting Up Your Site... 9 Getting Your Domain... 9 Get Your Hosting Plan Updating Your Name Servers in NameCheap Using Your Hosting Account Adding WordPress to Your Website Section 2 Create Your Campaign Create Your Campaign Advanced Targeting Options Jedi Bidding Importance of Bids Review Your Ad Facebook Ads

3 Section 3 Tweak and Track Your Campaigns Maximize ROI Terms Formulas Start Running Your Ads

4 Mastering Facebook Advertising Facebook is more than a social network. It s also a great advertising platform. In this training, I m going to provide you with the information you ll need to master Facebook advertising. This training consists of three sections. In Section 1, I ll explain how to choose your Facebook offer. In Section 2, I ll show you how to create your first ad campaign, and in Section 3, I ll tell you how to tweak and track your campaigns. Let s begin with Section 1. 3

5 Section 1 Choose Your Facebook Offer In this section, I m going to show you how to find a niche and an offer to market in Facebook. Once you have your niche and your offer, you ll be ready to run your ads. Find Your Niche Products are part of niches. You need to find a niche before you find a product. There are several ways you can find a niche. The Big Three First, you can stick with one of the big three niches. The big three are: Health and fitness Dating and relationship advice Making money online If you re just starting out with affiliate marketing, I recommend that you choose one of the big three. 4

6 Google Trends Google Trends is a great place to find out what s hot online. If you like one of the hot topics listed in Google Trends, you can turn that topic into a niche. Google Insights Google Insights is another great tool for analyzing search terms. You can use this site to find some popular niches. Internet Time Machine Internet Time Machine will show you how many people are in a niche you want to get into. You always need to keep an eye on the competition, so I highly recommend that you use this resource. Market Research Once you choose a niche, you need to research your market and then find an offer. Market research is incredibly important since Facebook has a lot of targeting options. You can target by age, location, and so much more, so you really want to analyze your potential audience. You can do that at Quantcast.com. Once you arrive, you can use the search bar to type in a website or a keyword. In most cases, you ll use the site to look up websites. Once you type in the URL, you ll get some demographic information. Study the information so you ll understand your market. 5

7 Then, you can actually tailor the ad to speak to that market. Offer Finding Next, you ll need to find an offer. Once you find an offer, you can promote it with a Facebook ad. First, you can use your Facebook account to find offers you want to promote. Just look at the ads that show up when you log in and see if anything sticks out. You can also find products on affiliate networks like ClickBank, or you can use CPA networks like PeerFly.com. Let s take a closer look at ClickBank. 6

8 ClickBank ClickBank is one of the most popular affiliate networks available. It has a great reputation for paying people on time, and has thousands of products for marketers to choose from. If you decide to market a product from ClickBank, you ll get paid every time someone clicks on your affiliate link and purchases a product. Before you can start benefiting from ClickBank, you need to create an account. Go to ClickBank.com and click Sign Up at the top of the page. Then, fill out the sign up form. Near the bottom, you ll see a box for your account nickname. Choose something generic like Index554. The reason for that is your username will actually show up in the affiliate link. Once you fill out the form, ClickBank will send you the log in information. Then, you can log in and go to ClickBank s marketplace. When you get to the marketplace, you ll see a list of categories on the left hand side of the page. These categories all contain products you can market. If you want to search through the most popular products on ClickBank, just go to the search bar that says Find Products. Don t type anything into the search bar. Just hit the search button. Then, a list of the most popular products will come up. You can also go to the sort bar and sort results using different factors, such as average rebill total. 7

9 The Truth About Abs is one of the most popular products on ClickBank. Let s say you wanted to promote it. You would click Promote. Then, a box will pop up. You ll need to put your account nickname into the first box. Next, there s a box for a tracking ID. You can use this box if you re planning on promoting an offer on several different websites. That way, you ll know which sites are making the sales. However, you don t have to put a tracking ID into the box. Next, you ll click Create. Once you do that, you ll be taken to a new page with your hoplink. This is the link that will track your sales. You ll use it in in your promotional materials. If people click on it and make a purchase, the purchase will be credited to your account. Copy that link into a web browser and take a look at it. As you can see, it s a big link, and it s not very attractive. Fortunately, there are a couple of things you can do to make the link look better. First, let s go to TinyURL.com. Once there, paste your affiliate link into the box. Then, make a custom alias if you wish. For example, if you were promoting a muscle building product, your custom alias could be GetRipped2Day. Now, you have a new link that you can use. It s smaller, but it has tinyurl.com in it. The next option is to purchase a domain and hosting plan, and then forward your domain to your affiliate URL. Forwarding is relatively easy, and you can find everything you need online. For example, if you want to purchase and forward a NameCheap domain, just go to Google and search forward NameCheap domain. Lots of resources and information will come up. Once you forward your domain, you ll be able to send people directly to your offer. It s important to note, though, that Facebook, Google AdWords and some other sites won t let advertisers send people directly to affiliate offers. Fortunately, you can get around that by setting up a website or blog. Then, you can drive traffic to your site or blog, promote the product there, and then redirect the traffic to the offer. If you do that, you won t need to worry about changing your URL. You can hyperlink it inside of the blog so people won t actually see all the unattractive code. Next, you ll need to set up your website and blog. 8

10 Setting Up Your Site In order to set up a website, you are going to need a domain address and a hosting plan. Your domain name will be your URL. Your hosting plan will keep your website up and running. Getting Your Domain While there are lots of places that sell domains, I recommend using NameCheap. Once there, you ll see a search box. Type an idea for your domain into the search box. The idea should be related to your business. Since you re going to do marketing for local companies, you ll need to find a domain name that s related to local marketing. When you search for a phrase, you might notice that the.com extension isn t available, but.me or one of the other extensions is available. I recommend going with the.com. Thus, if the.com isn t available, look for a new domain name. Once you find a domain name you want, click Add to Cart and purchase the domain. Then, you ll be ready to sign up for hosting. 9

11 Get Your Hosting Plan You can host your website with a variety of companies. I recommend using HostZilla. Go to HostZilla and click Sign up Now. Then, you ll need to choose your plan. You can sign up for the Starter Plan. Just find the plan and click Order Now. Then, you ll be able to purchase a domain or transfer your domain. You should already have a domain with NameCheap, so you will need to transfer your domain. Thus, you ll need to use the Transfer My Domain box. Select I ll Update my DNS Settings. Then, type the domain name in and click Continue. Next, you ll need to enter your billing information and select the payment plan. Look through the extras that are checked and remove the domain privacy, since you ll get it for free when you purchase a domain name from NameCheap. Finish filling the form out and then click Continue. Then, HostZilla will you with your account information. The will include your name servers. You ll need to input those servers into your NameCheap account. Once you do that, your domain name will point to your hosting account. 10

12 Updating Your Name Servers in NameCheap Sign into your NameCheap account and click on Domains. Then, select Manage Domains. Select the correct domain and then click Transfer DNS to Webhost. Then, put your hosting information into the boxes and save your changes. Once you do that, your NameCheap domain will point to your hosting account. Using Your Hosting Account Go to your cpanel and log into your hosting account. HostZilla will send you a link to the cpanel in your welcome . Once you log into your hosting account, you can create an account. Just click Accounts and create a professional account. After your account is created, you can start adding files to your website. Go to File Manager and select the website. Then, you ll go to a new page, where you can upload files for your website. You can also go to your cpanel and click on the link that says Set up Your FTP. Once there, you will need to download and install FileZilla. Then you ll be able to log in remotely and transfer files. Once you install FileZilla, you will need to open it up and type in your website address, username and password. Next, you ll need to select Quick Connect. Then, it will pull up your website so you can add files. If you aren t comfortable adding files to your website, post a job on Elance. You can find someone to build your site for you. That will make the process much easier. 11

13 Adding WordPress to Your Website After your site is up and running, you can add a blog to it. You can use your blog for a variety of purposes. I ll talk more about blogging later in this training manual. Log into your cpanel and scroll down to the Fantastico De Luxe icon and click on it. Then, select WordPress and click New Installation. Next, select your website and add a new directory. That way, your blog will show up as a new page on your website. You can name the page anything you want, but make sure the name is related to the blog s purpose. For example, if you re going to use the blog as a member s area, name the page Members. Fill out the rest of the form and then click Install WordPress. Fantastico De Luxe will install Wordpress for you. Once it s competed, click Finish Installation. You ll be taken to a new page. Enter your address. Your installation information will be sent to this address. You ll also receive a link to the control panel. Click on the link and log in to your blog s dashboard. 12

14 Spend some time familiarizing yourself with the blog s features. Also, if you have experience with creating blogs, you can set your blog up. However, if you aren t familiar with the process, hire someone on Elance to do it for you. Now, let s move on to the next section. 13

15 Section 2 Create Your Campaign If you re new to Facebook, I recommend that you go to to familiarize yourself with everything Facebook can do for your business. Then, you ll be ready to create your campaign. Create Your Campaign Go to Facebook.com/advertising and click Create an Ad. Once you do that, you ll have to pick your destination. You can pick your Facebook page or an outside URL. In this instance, let s pick your Facebook page. 14

16 Then, you can select a Sponsored Story or a Facebook ad. A Sponsored Story is a great way to connect with your fans friends. There are two options for Sponsored Stories. You can use a Page Like Story or Page Post Like Story. If you choose a Page Like Story, people will see your ad if one of their friends likes your page. If you choose a Page Post Like Story, people will see your ad if one of their friends likes your post. If you choose a Sponsored Story, your destination has to be your Facebook page. You want to use this ad to build likes and create a larger fan base. Let s select Page Like Story and click Continue. Then, you can target your demographics. Be sure to look at your estimated reach on the right hand side of the page when you choose your demographics. Also, use your Facebook Insights when choosing your demographics, as it will give you a better idea of who to target. Be mindful of interest targeting. While it can be a great feature, a lot of people don t put their interests in their profiles. Thus, you might end up missing a big part of your target market when you use interest targeting. You can also choose target by connections. Since you re using a Sponsored Story, you want to target people you aren t already fans of your page. Advanced Targeting Options You can also use advanced targeting options. These will be based on your offer. For instance, if you re trying to sell a dating book for men, you could target single men. Test out different targeting options so you can determine which options work best for your market. 15

17 Then, click Continue. You ll need to select your campaigns, pricing and scheduling. Keep in mind that you need to have a high enough budget so your ads will show. At the same time, you don t want to put yourself in a bad financial situation. When it comes to scheduling, you can choose to run your campaign continuously, or you can set dates and times. In most cases, it s a good idea to set times, but it really depends on your market. Your market might respond better once the work day is over, or they might be the most receptive in the morning. It s important to find out when your market is receptive so you can get the most out of your ads. Jedi Bidding Next, you ll have to decide if you re going to pay for impressions or pay for clicks. If you pay for impressions, you ll pay a set amount for 1,000 impressions. If you pay for clicks, you ll pay each time someone clicks on your ad. You need to run a pay-per-click ad until you find an ad that gets lots of conversions. Then, you can pay per impression. Importance of Bids The amount you bid is also important. Facebook analyzes bids when determining which ads are displayed. Along with that, it analyzes your ad s past performance and your ad s quality when choosing which ads to run. Review Your Ad Once you fill out all of your information, click Review the Ad. You ll see what your ad will look like. Then, you can edit the ad or place the order. Once you place your 16

18 order, you ll need to enter your credit card information. Facebook will review your ad, and if they approve it, they will start running it. Facebook Ads Now, let s look at the other type of ad. Facebook ads can be used to funnel traffic to your Facebook page or to an external URL. That being said, Facebook doesn t like affiliate pages. Instead of sending traffic to an affiliate offer, send people to your blog. Have lots of great content on your blog, and then send people to the offer from your blog. If you choose to run a Facebook ad, you ll have two options. One, you can create an ad from a page post. Two, you can create your own ad. If you choose that option, you ll have to come up with the ad s title and body. Use keywords in the title. You can also use an image. Then, you ll fill out the targeting options and submit your ad. Now that you know how to submit ads, let s move on to Section 3. 17

19 Section 3 Tweak and Track Your Campaigns Go to Facebook.com/advertising and click Manage Your Existing Ads. Then, you will see your campaigns and ads. Click on the Reports tab on the left hand side of the page. You can run different reports from this page. The Advertising Performance report is very basic, but it calculates impressions, click-through-rates and money spent. That is valuable information. The Responder Demographics report is also very good. It will tell you who is seeing and clicking on your ads. This will help you a great deal with targeting. For example, if you notice that men under 30 are clicking on your ads at a record rate, you can start targeting that demographic. The Conversions by Impression Time report will tell you the amount of time that lapses between the impression and the conversion. Again, this is some very helpful information. The Inline Interaction report will give you stats on your Page Post ads. Use these reports. Read them, analyze them and change your ads based on your findings. They will help you optimize your ads. Maximize ROI Now, let s look at some different formulas so you ll have a better understanding of how your ads are performing. First, let s go over some terms, and then I ll provide you with formulas. 18

20 Terms ROI return on investment CPC cost-per-click EPC earnings-per-click CPM cost-per-thousand CTR click-through-rate Now let s look at the formulas. Formulas ROI = (EPC CPC)/CPC * 100 CPM = (Cost Per Month/Total Page Views)*1,000 Ad Cost =(Total Page Views * CPM)/1,000 Estimated Clicks = CTR(Clicks/Impressions)*Total Page Views Estimated Revenue = (Estimated Clicks/100) * EPC Estimated Profit = Estimated Revenue Ad Cost Maximum CPM = Estimated Profit * 1,000 * CTR * Conversion Rate (sales/clicks) 19

21 Start Running Your Ads Now you have the information you need to start running your ads. Pick your niche and offer, create your website, and run your first Facebook campaign! 20

22 Copyright 2012, IncomeEdu All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain noncommercial uses permitted by copyright law. Although the author and publisher have made every effort to ensure the accuracy and completeness of the information contained in this book, we assume no responsibility for errors, inaccuracies, omissions, or any inconsistency herein. Any slight of people, places, or organizations is unintentional. 21

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