Facebook Marketing: An Hour a Day.

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Index

Index

Index

Note to the Reader: Throughout this index

boldfaced page numbers indicate primary discus-

sions of a topic. Italicized page numbers indicate

illustrations.

A

A/B testing

campaigns, 142 –143

landing pages, 232–233

multichannel marketing, 171

abandonment rate, 215

Abilene Christian University, 250

Academic and Student Affairs department,

222–223

account setup, 40–42, 41

adCenter, 179–180

Add To Page link, 198

Adly Inc., 180

Admin fan pages, 103

Adonomics.com site, 186

Ads and Pages application

ad summary, 133, 133

campaigns, 103, 149

copying ads, 146

title, 143

advertising

analyzing and revising, 59– 60

banner, 4–6, 4

campaigns. See campaigns

content procurement, 58–59

content updates, 59

copy basics, 143 –146

creating, 133–136, 134–136

dashboard reviews and improvement, 151–152

data for, 137

analyzing, 138–139

dashboard, 139 –140, 139 , 142 , 216

evaluating, 138

moving averages, 140 –141, 140 –141,

152–155, 152–155

reporting reviews, 130–133, 131

testing, 142 –143

editorial policy, 111

engagement Ads, 55–57

local businesses, 253

metrics, 59 , 129–130

mobile devices, 211–212

monetizing applications, 210 –211

opportunities, 128–129

options, 55

overadvertising, 109

performance, 146 –148, 147

pricing, 136–137, 136

recalibrating, 150 –151

reviewing, 155–156

stakeholder education, 149

startup businesses, 251

to-do lists, 57–58, 57

variations, 146

Advertising links, 133

AdWords, 6–7, 6 , 178–180

affiliate fees, 210

aggregate data, 181

Air Force Academy, 243

All Fans Over Time metric, 132

AllFacebook site, 70

Allow Us To Access Your Profile link, 195

AltaVista search engine, 5

AMC cable channel, 121–125

America Online (AOL), 3–4

analytics, 213

engagement, 226–229, 226–227

landing pages, 229–230

overview, 230–231

testing, 232–233

metrics and monitoring, 214 –221, 214 ,

218–219, 221

return on investment

Mayo Medical School, 222–224

perspective on, 224–226

analyzing advertising, 59– 60

AOL (America Online), 3–4

Apogee Search Marketing blog, 231

Appdata.com, 189

application programming interface (API)

Facebook, 186

Open Graph, 270 –272

Twitter, 28

applications, 185

best practices, 202

building, 201–202

change and risk management, 208–209

communication and project tracking, 208

current, 189

debugging, 209–210

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