Hootsuite #2 Exam - Social Advertising Landscape
If you're running a performance campaign aiming to drive hotel bookings among people aged 40-60, you might consider targeting your ads toward ___________, since research shows it's the device people feel most comfortable on.
Desktop computers
Choosing the Impressions bid type is best for video ads where you:
Don't neccessarily need people to watch the video
When budgeting your ad campaign, ______________ will allow you to select an amount and have it automatically divided up over the course of your campaign.
Lifetime budgeting
Two options to manage the budget for the campaign
Lifetime budgeting Daily budgeting
Which of the following is a type of testing that can be done with ad copy variations?
Long vs short Direct vs indirect
Customer personas are useful for understanding the mindset and interests of target audience. The best way to add useful details to customer persona is to
brainstorm interests customers might interact with the problem your product solves
Social Advertising has the ability to build _______, ________, and ________
brand engagement trust awareness
one feature of FB Ad manager that can be especially valuable to large organizations is the _____ feature, which can save a considerable amount of time when creating large ad campaigns
bulk upload
When reviewing the data from a completed campaign with a view to determining its ROI, acquaint yourself with
campaign goals
What device do consumers feel most comfortable putting their credit card information into?
Desktop
Of Facebook's 3 factors used to determine the winner of bidding auction, the one which looks at the maximum amount of money you're willing to pay per desired action is the
bid amount
good method for identifying the best performing ads is to look at a variety of factors including age, gender, regions, and _____
bid amounts
the primary benefit of producing original visual assets for your social ads is....
you can optimize assets for specific ad and platform types
Looking for patterns in the reception of ad campaigns can be a great way to improve in the future. An area in which you might look to identify such patterns is:
-Demographics -Audiences -Placements -Interests -regions
Even though social advertising campaigns are built around one goal, you should have a unique audience targeting strategy for every network you advertise on because:
-Each network has a different purpose -People have different motivations for using each network -Targeting options vary considerably by network
Ad elements that you should create testable variations of include:
-Graphics and photography -Headline and body text -Audience and call to action
A risk of using stock images for your ad's visual assets is that:
-Images that might appear impersonal -Your ad could come across as insincere -The image you chose might have already been used by a competitor
Which of the following are the two main benefits of using Lookalike Audiences?
-Shows ad to people who are more likely to engage -Ability to reach new people beyond your fanbase
When crafting a hypothesis about why a campaign performed the way it did, be sure to account for contextual factors like:
-Time of year -Current events -Competing campaigns -Global trends -Audience choice
Brand campaign goal
-awareness -stems from audience engaging with brand
performance campaign goal
-spur audience to respond to call to action (purchase)
Creating a new persona
-start with ideal customer -challenges -job position -how to reach them -add specific data (demographics, interests, education, income, etc)
What will signal success for performance campaigns?
-tangible specific actions -conversions -number of people who take desired action
Data sources for remarketing
-visitors to your website (pixels) -email lists -customer data (organization's CRM) -platform data
If you're running a multivariate ad test, to test three variations of each ad element (Heading, Body Text, CTA Copy), how many different combinations would you need to produce?
27
If you're running a social ad campaign on behalf of a SAAS business, an accepted method for determining a target Cost Per Acquisition is to divide the Lifetime Value of a Customer for your organization by
3
When looking to analyze the performance of a campaign, it's essential that you wait at least __________ before gathering data, so that enough results have accumulated.
24-48 hours
the main benefit of using multiple ad versions for social media campaign is that
your audience's reactions help find the best converting elements
When designing a landing page for your ad campaign, make sure that the headline, call to action, and creative closely match the ad that your visitors clicked to get there. As with the associated ad, the landing page should be designed:
A single purpose in mind
Even the most successful ad campaigns can suffer from _____________, caused by not updating visual assets frequently enough.
Ad fatigue
If you're looking for insight into the bid amounts necessary to reach your audience, and want the network to select a bid for you, try using this type of bidding.
Automatic
If you are running a campaign using ______________ be sure to monitor your costs throughout as it could cause your ad spend to be more than anticipated.
Automatic bidding
While each campaign will be unique, in general, reach, views, and engagements are metrics most commonly associated with measuring the success of a ___________ Campaign.
Brand
When designing visual assets for a social media ad, a good way of grabbing people's attention is to use __________ colours that ___________________________.
Bright; contrast with the palette of the network you're advertising on
Which of the following best describes how to optimize a campaign for high ROI once it is launched?
Continual analysis and iteration
For advertising campaigns focused on Performance, generally you'll be measuring a tangible, specific action, referred to as a(n):
Conversion
What should you base lookalike audiences on?
Data gain from... -conversions in past campaigns -available ilsts -engagement and pixel data -social media followers
To keep your ad campaign ROI positive, you can ______________ to prevent serving your ad to people you know will not convert (e.g., existing employees, people who have already converted).
Exclude audiences
______ allows you to target your social ads based on upcoming events. For example, you can target people who have friends birthdays coming up
Visual assets for an ad should ideally target both the emotional and rational needs of your audience. An example of an emotional need might be to:
Feel at home the moment they enter their room
best set of interests that could be used to target a customer persona of a budget concious traveller with family
Groupon, Disney world, mcdonalds
When writing copy for a social media advertisement, the CTA should:
Indicate the one action you want your audience to take
When writing copy for a social ad, using _______________ is a great way to engage the curiosity of viewers who might not be looking to make a specific purchase.
Indirect copy
The difference between Split Testing and A/B Testing is that Split Testing:
Involves more than two versions
When managing a brand campaign budget on Facebook, with a goal to reach as many people as possible, which of the following would be the best option to select for budget type:
Maximum
What device do consumers use to do research?
Mobile
If you're running a brand awareness campaign showcasing a new hotel location, you might consider targeting the ads towards ___________, since research shows it's the primary type of device used for researching brands.
Mobile devices
To keep your campaigns organized, we recommend creating a ____________ for all the social ads you create, using details like the year, ad name, the ad set name, audience, coupon code, and the date the ad expires.
Naming convention
Manual Bidding provides more control over how aggressive you can be with your spend which is especially valuable if you want to:
Outbid competitors on an important audience
When using a Lookalike Audience to build brand awareness, you can narrow down your audience by excluding people you know won't be interested, or who have already converted by using ______________ to prevent people who have already visited your website from being served your ad.
Pixel data
When creating performance ads, social advertisers find it useful to use data that's been collected on visitors to their organization's website to create targeted custom audiences for the ad. The best way to gather this website data is by installing _____________ on your website and any relevant landing pages as early as possible.
Pixels and Google Tag Manager
When choosing a Bid Amount for a Facebook Ad Campaign, the actual amount you end up paying could be less depending on the:
Quality of your ad and your target audience
The best way to demonstrate the ROI of your completed campaign is to ensure all campaign data is properly:
Reviewed, gathered, and maintained
Let's say that a campaign has performed poorly, and you are taking steps to improve future performance. You take a larger audience and split it in two based on unique needs that you may have identified from each group (e.g., location, gender, interests). This "splitting" tactic is referred to as:
Segmenting an audience
Ads Manager gives you the option of selecting between two workflows, Quick Creation and Guided Creation. Guided Creation:
Supports you through a series of steps that advertisers most commonly perform when setting up a campaign answer
Why is it important to add subtitles and convey your message visually when creating a video for an ad campaign?
The majority of videos on social media are viewed without sound
On Facebook, when choosing a bid type for a video ad, bidding for Video Views means that you'll be charged when someone:
Watches your video for at least 10 seconds
Facebook's estimated action rate is _______ used to determine winning bids by ________
a proprietary algorithm predicting ad performance
when designing a social media ad campaign, it's important to set target numbers for your chosen campaign metrics because they
act as a destination to strategically work toward during the course of your campaign
Optimize these things for an ROI positive campaign
ad budget audience targeting creative variance testing tracking
If your organization doesn't have Customer Personas built out, and you need to create your own to guide your ad targeting efforts, begin by picturing your ideal customer and brainstorm attributes such as:
all of the options in the list Authors and books they enjoy Similar brands they could be interested in Challenges they face in their daily lives
when optimizing an ad campaign, what is the main reason why it's better to create a new campaign with testing new variants rather than alter the existing one?
all options
The best data source for creating a remarketing audience is:
all options Website pixels Newsletter signups Platform data such as users who like and engage with posts Customer data from company CRM
even though social ad campaigns are built around one goal, you should have a unique audience targeting strategy for every network your advertise on because
all options on list
When looking to make ad targeting even more specific, detail can be added by using the ______ option instead of ______ when choosing targeting criteria.
and; or
a best practice for getting fair and unbiased results from your ad tests is. to run ad variations
at the same time with same budget
How do you ensure your campaign seems good ROI
avoid putting your ad in front of people you know won't convert -exclude audiences
when writing a copy for social media ad, the headline's job is to
be the first, attention grabbing words your audience sees draw people into ad
for ad campaigns focused on performance, generally you'll be measuring a tangible, specific actions, referred to as
conversion
if working with a designer, it's a good idea to collaborate on a resource request template that allows you to lead direction for visual assets. Within your request, be sure to include ______ and _______ which enables your designer to better tailor the creative to the campaign goal
copy of your ad outline of your target audience
LinkedIn, Twitter, Facebook, and Instagram all allow the creation of audiences based on demographic information and other targeting parameters. On Facebook, these are referred to as:
custom audiences
Optimizing the targeting for your campaign is critical to the success of social ads. That's why it's so important to understand your target audience inside and out. This is where ______________ come(s) in, an important tool for gaining knowledge about the attributes of the people to whom you'll be advertising.
customer personas
when writing copy for a social ad, the use of _______ better enables you to showcase urgency of your offer and demonstrate specific value to customer
direct copy
choosing the impressions bid type is the best for video ads where you
don't need people to watch the video
be sure to keep the social network your advertising on in mind when drafting copy. for example on ____ and ____ hashtags are useless
facebook linkedin
visual assets for an ad should ideally target both the emotional and rational needs of audience. an example of an emotional need is
feel at home the moment they enter their room
visual assets... example of a rational need for a hotel guest might be to
get the best bang for your buck
Remarketing
great for transitioning smoothly from brand awareness to a performance campaign
choosing the video views bid type is best for video ads where you
have important information contained within the video
when writing copy for a social media ad, the CTA should
indicate the one action you want your audience to take
assume you have a custom audience that is performing well, and you want to build on that success by using its data to pull another group of similar users. this tactic is described as
lookalike audiences
if you want a high degree of control over your ad campaigns and the ability to adjust your ad campaign's budget on the fly you should use
manual bidding
often social networks have specific requirements for ads, for example, graphics for Facebook ads should not contain
more than 20% text within the image
of the most common bid types for a social media ad campaign, _______ is ideal for campaigns that focus on website visits, sign ups, and purchases
none of the options
remarketing and lookalike audiences both rely on using data gathered to
none of the options
remarketing audiences on Facebook can be created in many different ways, one thing they all have in common is _____ to refine an audience
none of the options
A/B testing is a great way to get fast feedback on your social ads, but the downside is that
none of the options - no downside to AB testing
one of the most common mistakes people make when designing visual assets for an ad is assuming that
one image is enough
when calculating the manual bid amount, need to estimate an expected conversion rate. conversion rate is best determined by looking at
percentage of customers who have purchased your product in past quarter percentage of customers who have converted in the past campaigns with similar call to actions
Benefits of lookalike audiences
reach new people beyond current customer list ensures your ad is shown to people who are likely to engage
Which of the following best describes the purpose of downloading a breakdown report from FB ads manager once a campaign is finished?
receive a personalized report with insights into where your campaign could be improved
Facebook uses 3 factors to determine winner of bidding action - bid amount, _____, and estimated reaction rates
relevance score
one factor that FB uses to determine winning bids is _____, which is based on the algorithm's anticipated reactions to your ad and is updated as users interact and engage with it
relevance score
which of the following has the highest likelihood of improving your cost per click in future campaigns?
removing the most expensive audiences to reach
when creating live actions video content for social advertisement, it's a good idea to
shoot from different angles avoid scripts
ads manager.... guided creation:
supports you through a series of steps that advertisers most commonly perform when setting up a campaign applies pre-set campaign options that are aligned to industry best practices
when calculating manual bid amounts for social ad campaign, use the lifetime value of a customer to your organization to determine a target Cost per Acquisition, which is defined as....
the amount that's reasonable to spend to gain a new customer
when targeting your social ads, keep in mind the unique characteristics of each social network. for example, when targeting a budget-conscious family on ______ you might hone in on hashtags such as #needavacation
How do you create lookalike audiences?
use data from past campaigns and pixels on your website
when choosing a bid type for a video ad on FB, bidding for impressions means that you'll be charged when someone
watches your video for at least 10 seconds
