ULTIMATE GUIDE TO FACEBOOK ADVERTISING

An expert and his cohorts share definitive strategies for succeeding at Facebook advertising.

Leading internet consultant Marshall (Ultimate Guide to Google AdWords, 2017, etc.) and equally knowledgeable co-authors Krance and Meloche jam this third edition full of wise advice and witty asides. While opening chapters perhaps overjustify using Facebook as an advertising vehicle, most of the content is meaty and on-target. The authors give the uninitiated marketer virtually every tool and technique to make the most of Facebook, delivered through their trademarked “Facebook Flight Plan,” an ad campaign blueprint that is painstakingly described in detailed text and excellent supporting webpage screenshots. The content ranges from advertising basics (campaign objectives, writing persuasive ad copy, and ad creative checklists, for example) to the more advanced (“the five most common troubleshooting scenarios” and a “five-tier scaling system”). The coverage is comprehensive; if ever there were questions about whether “Like” campaigns work, creating a solid offer, using video ads, targeting specific audiences, analyzing campaigns, or understanding the “Facebook Pixel” (a piece of code), this outsized handbook has the answers. And if that isn’t enough, Marshall offers free access to tools, videos, and case studies on his website. A nice touch not always found in technology manuals is the sprinkling of relevant stories and screenshots of actual campaigns. One notable aspect is the inclusion of chapters written by seven “guest authors,” each with specialized expertise. The format is also a plus; the large pages are nicely laid out with lots of subheads and easy-to-read type. Screenshots are legible, although some may have been better reproduced in larger size. It’s apparent that the content has been honed, shaped, and massaged in the third edition to keep up with evolving advertising strategies and rapid changes in Facebook technology; the online material and email alert service that accompany the book are equally welcome as a way to stay updated on Facebook.

Exhaustive in scope, expertly presented, and authoritatively written.