IMS 418 Final Exam Study Guide
this is a type of Instagram hashtag that can include emojis on their own, or words or phrases with emojis attached
Emoji hashtags
This is a type of custom audience where you can create audiences of those who engage with your posts, videos, events and forms on Facebook and Instagram. The duration of these audience types is up to 365 days, although the more recent is often better
Engagement Custom Audiences
This type of Facebook Ad are Video or Image Ads designed to drive awareness and responses for events
Event Responses Ads
List the tactics for Image-Based marketing
Facebook Images/Video Twitter Images/Video Instagram TikTok Snapchat Pinterest Email marketing MMS Messaging YouTube Periscope Vimeo SlideShare Blogs LinkedIn VR or AR
This is a type of ad on Tik Tok that involves creating sponsored hashtags to encourage user-generated content, engage users and attract influencers
Hashtag Challenge
This type of Facebook ad are high quality but simple visual ads
Image Ads
This is a type of ad on Tik Tok that is a vertical, 9-15 second video ad that shows up on the "For You" page
In-Feed Native Video
this is a type of Instagram hashtag that help you find and join the communities that exist on Instagram (ex: gardnersofinstagram)
Industry Instagram community hashtags
This is a social media platform that is a photo and video sharing platform that allows for captioning and filtering images. Images can be liked and shared.
This type of Facebook Ad includes Carousel, Image, or Video ads that present your leads with a form, after they engage with your ads
Lead Generation Ads
This social media platform is about sharing professional updates/events, developing business connections, and advancing your career
How does Twitter make money?
Makes money in 2 ways: - by selling access to their data (aka: "the firehose") which accounts for about 10% of Twitter's revenue - selling ads (selling native ads)
this is a type of Instagram hashtag that get a little more specific, showing where you fit in the context of your industry (ex: #travelblogger)
Niche hashtags
This type of Facebook Ad are ads offering discounts
Offers Ads
This is a type of custom audiences on Facebook where conversions that happen offline, such as in a store, can be logged and then listed on a spreadsheet which is then uploaded to Facebook.
Offline Activity Custom Audience
This type of Pinterest ad is when a user clicks on your promotion, they are taken to a website or landing page that you set up. These are great ways to increase web traffic and drive users to purchase pages for your products
One-tap Pins
This type of Facebook Ad are ads intended to drive page likes and engagement
Page Likes Ads
this is a social media platform that is card-based and is based on the old school pinboard where you pin clippings and images to that you want to keep on the top of your mind
these are tiny clear images on your website that are called from Twitter's servers so that Twitter knows when someone is on a page on your website
Pixels
This type of Facebook Ad are ads meant to boost page posts to obtain more engagement
Post Engagement Ads
this is a type of Instagram hashtag that are basic keywords to describe your product or service (ex: #handbag)
Product or service hashtags
This type of Facebook ads are video ads that feature sound and motion
Video Ads
This is a type of custom audience on Facebook where instead of users' email addresses or phone numbers, you can insert a Facebook Pixel tracking code on your website and target your Facebook Advertising to all users that have visited a specific page on your website during a set time period (up to 180 days)
Website Custom Audiences
List and describe some top Twitter Campaigns
Progressive: concise, humorous, fits the message Zyppah Amazon: promoted flash sales to keep people interested and engaged Threadless: holiday promotions with visuals, compelling offer, and a clear call to action Spotify Skillshare Chipotle
This is a type of Twitter ad where if you look at "Who To Follow" in the top right of your Twitter feed, these put the account paying for the ad, mixed in with the accounts that are algorithmic suggestions for you and will have a yellow arrow below it
Promoted Accounts
This type of Pinterest ad is a great way for developers or app companies that want to drive ad traffic to download an app. These open up your app for download in the Apple or Android store
Promoted App Pins
This type of Pinterest ad is just like a regular pin, except you can pay to have it promoted and seen by more people
Promoted Pins
This is a type of ad on Twitter that is under the "Trends" on the left side of your Twitter homepage, with a trend with a yellow arrow below it, not as commonly used
Promoted Trends
this is a type of ad on Twitter that is the most common type, also called "Twitter Cards", and are tweets nestled in among the feed of tweets from accounts you follow. Has a gray arrow below it
Promoted Tweets
These types of Pinterest ads are simply Pins that feature a video instead of an image and automatically play when viewed from a user's feed
Promoted Video Pins
This type of Facebook Ad are ads that use sound, copy, and motion to tell a brand's story
Slideshow Ads
This is a type of Snapchat ad that are vertical videos that run up to 10 seconds and are shown with Snapchat's original Shows, curated Our Stories, media companies' Publisher Stories and between peoples' publicly posted stories
Snap Ads
This is a type of Snapchat ad that is a illustrated overlay that varies depending on where users are located and what they are up to. They can be added to privately sent photos and videos or to publicly shared stories
Snapchat Sponsored Geofilters
This is a type of Snapchat ad that is a filter designed to alter users' faces or their surroundings with animations. Users spend a lot of time experimenting with these, which is why 70 million daily active users use them
Snapchat Sponsored Lenses
this is a type of Instagram hashtag that can refer to real holidays or seasons, or they can be used to refer to all those national day holidays (ex: nationalicecreamday)
Special event or seasonal hashtags
How can conversion pixels be used on Twitter?
They can be used so that Twitter knows whether someone who clicked on an ad actually went to your website and converted (bought a product, signed up for something, or did some act that you wanted them to do)
On Instagram, you can get started by posting images or videos of:
- products you have released - teases of new products and services - office location or tour - employees and fans - clients in a casual setting - events you have hosted or attended - articles/blog posts
Best practices for tweets on Twitter:
- relevant - shareable - include images or GIFs - short - frequent - focused - on brand - simple language - not repeating what you are doing on Facebook - Humble and grateful - funny (at times) - sounding like a person
List and describe the 6 types of Instagram ads:
- stories ad: ads on Instagram stories to complement your feed content and connect with 500+ million accounts using stories daily - photo ads: clean, simply, and pretty photos in an accounts feed - video ads: same as photo ads but with sound and motion up to 120 seconds long - carousel ads: ad in feed where you can swipe to view additional photos or videos in a single ad - collection ads: used to visually inspire and help your audience discover, browse and purchase products. tells an integrated story with a product or lifestyle focus with video, images, or both - ads in explore: ads that show on explore page by extending your feed ads to audiences who are looking to expand their interests beyond the accounts they follow
this is a type of Instagram hashtag that uses acronyms (ex: #TBT, #YOLO)
Acronym hashtags
This is a type of metric provided by Facebook Insights: The combined total clicks for your contact information and call-to-action button
Actions on page
Why is the Twitter API important?
it allows other apps to search, login, and manipulate Twitter data
What is an API?
it is the messenger that takes requests and tells a system what you want to do, and then returns the response back to you - allows others to access the data and functionality of your system
this is a type of Instagram hashtag that even if you geo-tag your Instagram post, it can still be a good idea to include a hashtag that refers to your location (ex: vancouvercraftbeer)
location hashtags
These are ads that look like content in and around your feed
native ads
This is a type of metric provided by Facebook Insights: your orders and earnings
orders
This is a type of metric provided by Facebook Insights: the number of new followers
page followers
This is a type of metric provided by Facebook Insights: the number of new likes
page likes
This is a type of metric provided by Facebook Insights: The number of times people hovered their mouse over your Page information to see a preview of your page
page previews
This is a type of metric provided by Facebook Insights: Total views on your Facebook page, including by people not logged into Facebook
page views
This is a type of metric provided by Facebook Insights: a combined total of post likes, comments, shares, and other engagements
post engagement
This is a type of metric provided by Facebook Insights: the number of people who saw your posts in their timeline
post reach
This is a type of metric provided by Facebook Insights: the number of people who recommended your page
recommendations
this is a type of Instagram hashtag that combines elements of product hashtags, niche hashtags, and community hashtags. Theyre phrases people use on Instagram to connect to existing communities in a slightly insider way (ex: #amwriting)
relevant phrase hashtags
This is a type of metric provided by Facebook Insights: an evaluation of how often and how fast you respond to messages
responsiveness
This is a type of metric provided by Facebook Insights: the number of people who saw your stories
story reach
This is a type of metric provided by Facebook Insights: the number of video views of 3 seconds or more
videos
Explain what you can do with Text Ads on LinkedIn
(right rail and top banner ads - drive the right traffic to you: Get your business in front of the audiences who matter most - and drive them to your website or landing pages. - generate quality leads: Fine tune your targeting options to reach just the right people and drive high-quality leads. - pay per click or per impression: Set your own budget and control costs with pay per click (PPC) or cost per impression (CPM) pricing options.
Size of Instagram's platform:
- 1 billion monthly active users - 500+ million daily active users
Why should a brand be on LinkedIn?
- 51% of companies acquired a B2C customer through LinkedIn - 93% of B2B marketers say LinkedIn is the most effective site for lead generation - 50% of LinkedIn member say they are more likely to buy from a company they engage with on LinkedIn
Describe the size of Tik Tok's platform:
- 800 million active users
Explain what you can do with Sponsored Content Ads on LinkedIn
- Advertise to professionals: reach a highly engaged audience with native ads in a professional news feed across desktop and mobile - Exceed your objectives: drive leads, build brand awareness, and nurture key relationships at every stage of your sales cycle - Target the professionals you want: build your ideal audience with LinkedIn profile data and your own audiences, target on LinkedIn
What are ways to succeed in B2B marketing on LinkedIn?
- B2B buyers believe companies should share content via social media - LinkedIn users are interested in industry insights - users want to access visual content - images and videos can increase engagement by 2x - share updates during business hours (at least 20 times per month - top sellers are nearly twice as active in LinkedIn groups - 42% of users ranked groups as a favorite feature
List the types of ads on Tik Tok:
- Brand takeover - In-feed native video - Hashtag challenge - Branded lenses
What can do you do with Text Ads on LinkedIn?
- Choose the professional audience you want to reach - Easily create your own ads - Set your own budget - without contracts or long-term commitments - Pay for only the ads that work - per click or per impression - Track the number of leads you're getting from your ads on LinkedIn with conversion tracking
List the 5 types of custom audiences on Facebook:
- Customer List Custom Audiences - Website Custom Audiences - App Activity Custom Audiences - Offline Activity - Facebook Sources - Engagement Custom Audiences
List and explain the different types of Dynamic Ads on LinkedIn:
- Follower Ads: Expand your audience and acquire more followers for your LinkedIn or Showcase Page, and grow your influence when they see and engage with the organic content you share on LinkedIn. - Spotlight Ads: Drive traffic to your website or landing page by featuring your product, service, event, newsletter, and more with a clear call-to-action for your target audience. - Content Ads: Generate leads when members download your content, and either download your leads directly in Campaign Manager or send them to your marketing automation tool or CRM.
What can you do with Dynamic Ads on LinkedIn?
- Personalize the experience for your audience: Capture attention with personalized ads featuring each professional's own LinkedIn profile data, like photo, company name, job title, and more. - Automate individualized campaigns at scale: Launch campaigns quickly using automatically and individually populated Dynamic Ads throughout the LinkedIn desktop. - Customize ads for your marketing objectives: Tailor your ads to build brand awareness, drive traffic, and convert prospects, and measure and optimize your results directly in Campaign Manager.
List the different ad types on Twitter:
- Promoted Accounts - Promoted Trends - Promoted Tweets
List the 5 types of ads on Pinterest
- Promoted Pins - Promoted Video Pins - One-Tap Pins - Promoted App Pins - Cinematic Pins
List and explain the different types of Sponsored Content Ads on LinkedIn:
- Single Image Ads: drive traffic to your website with a powerful visual - Video Ads: build brand awareness with in-feed videos - Carousel Ads: engage professionals through an interactive ad experience
List the types of Snapchat ads:
- Snapchat Sponsored Grofilters - Snapchat Sponsored Lenses - Snap Ads
List the 6 different ads on LinkedIn:
- Sponsored Content (Single Image Ads, Carousel Image Ads, and Video Ads) - Message Ads - Text Ads - Dynamic Ads
List the 11 types of Facebook Ads:
- Video Ads - Image Ads - Collection Ads - Carousel Ads - Slideshow Ads - Canvas Ads - Lead Generation Ads - Offers Ads - Post Engagement Ads - Event Responses Ads - Page Likes Ads
Describe the size of Pinterest's platform:
- about 100 million users (growing at 50% annually) - valued at about $1.4 billion - have about $1.5 billion in funding
List the types of metrics provided by Facebook Insights:
- actions on page - page views - page previews - page likes - post reach - story reach - recommendations - post engagement - responsiveness - videos - page followers - order
How are custom audiences used in Facebook targeting?
- feature of Facebook that offers to deliver ads to custom audiences as a special way to target - incredibly effective and will be central to any campaign you run on Facebook - 5 types of custom audiences
Explain why you should use Instagram hashtags:
- hashtags are an important way to expand your Instagram audience, a great way to build community online to motivate people to engage with your brand
Best practices for Snapchat:
- let your audience know youre on Snapchat - have an effective marketing strategy in place - know who your audience is and track snapchat metrics - interact with other users on snapchat - use snapchats many features to create engaging content - make the best of sponsored AR lenses - design a sponsored Geofilter - stay up to date with newfest features - make it easy for users to contact your business - advertise on snapchat using its various ad formats - target ads to a specific audience
LinkedIn scope and scale data:
- over 660 million users in more than 200 countries around the world - 43% of users are female - 57% of users are male
List the general best practices for platforms:
- tall and narrow content so that it can be viewable on a mobile device - simple and brief - tell a story - different platforms have different audiences, formats, and feeling/context so pick the right one - recency matters - images still need to reflect the brands authentic voice and style - for some platforms, its all about the caption - provide references where appropriate - make it shareable - no stock photography
Explain the Instagram algorithm and how it works:
- the algorithm is what decides which posts people see every time they open their feed - the IG algorithm relies on 3 ranking signals: relationship (interaction history), interests (post type), timeliness (publishing recency) - relationship: the algorithm bumps up posts from accounts that a user already interacts with. Exchanging DMs, tagging each other in posts, leaving comments, likes, reshares, and views are all actions that indicate a close relationship between accounts - Interest: if users enjoyed certain types of posts in the past, the algorithm is more likely to show that type of post to them in the future - Timeliness: posts that are more recent are more likely to be pushed to the top of people's feed. Other factors with this include: frequency of use, session time, and following count
Why are Instagram stories so important?
- they are short lived (24 hour) narratives in a series of photos or videos - they are a highlight and a special reason to return to your brand page - they are the best ways to grow engagement, build brand awareness, and even drive sales
List some best practices for using Instagram:
- use hashtags to see what is trending - connect your other social media accounts - use Instagram direct messaging to engage your audience in customer service - determine an overall visual sense of your brand - use high resolution images and third-party editing app - take high quality images, get a high quality photo app - use Instagram stories to catch your customer's eye - use the right size images on IG - use a mix of IG filters - find the right posting frequency for you (top brands post 1-2 times a day) - most engagement comes from photos that feature only 2/3 of the picture - dont update too much with redundant pictures - share customer's pictures - dont rely too much on audio in your videos - make it easy to purchase products - use instagram video questions in your captions that encourage comments - reply to all comments and mentions - IG works well with events - run hashtag campaigns - ask questions, prompt engagement - use live videos for special events - use instagram stories
Changes made to Twitter
- used to have an open API - Tweet used to be limited to 140 characters but now it is 280 characters for a tweet
Best practices for Twitter:
- whatever you do on Twitter must begin with goals, strategies, personas, and some sort of experience map - Twitter engagement for brands is 17% higher on weekends - Tweets with image links get 2x the engagement rate - Tweets with less than 100 characters get 17% more engagement - Twitter's fastest growing demographic is 55-64 year olds - Tweets with hashtags get 2x more engagement - you should retweet, reply to other people's tweet and favorite them - Twitter users who mostly use a mobile device are 181% more likely to be on Twitter during their commute - Amplifiers are 122% more likely to send direct messages - Tweets that include links are 86% more likely to be retweeted
List 5 reasons Facebook Ads get rejected:
1. You are advertising something prohibited (weapons, ammunition, explosives, unsafe supplements, "Adult" products/services, surveillance equipment, payday loans, etc.) 2. You are advertising/selling something restricted (alcohol, dating services, gambling, lotteries, pharmacies, supplements, political ads, etc.) 3. You are not following community standards (violence or criminal behavior, safety, integrity and authenticity, intellectual property, etc.) 4. You have made a mistake with your ad creative (having too much text in your ad image, targeting personal attributes, misusing Facebook's brand, etc) 5. You have made a mistake with your landing page (ad URL doesnt match landing page URL, landing page lacks business details, landing page is false or misleading, etc.)
What is the size of Twitter's platform?
145 million monetizable daily active users
Size of snapchats platform
229 million daily active users
Explain what you can do with Message Ads on LinkedIn
Ads that show in LinkedIn Messaging - Deliver a targeted message with a single CTA: communicate to your prospects without having to worry about character limits. - Drive stronger engagement and response than traditional emails: Messages are delivered in an uncluttered environment so that your brand stands out. - Measure the impact of your messages: See which roles at what companies are taking action on your message ad with demographic reporting. Track conversions from people who viewed and clicked on your message ad with LinkedIn Conversion Tracking.
What are Message Ads on LinkedIn?
Ads that show in LinkedIn messaging
This is a type of custom audience on Facebook where You can create audiences based on what actions people take when they use your app or game.
App Activity Custom Audiences
This is a type of ad on Tik Tok that is an image, GIF, or video ads that allow one brand to dominate a specific topic for the day
Brand Takeover
This is a type of ad on Tik Tok that involves creating 2D or 3D lenses that users can try out for themselves
Branded Lenses
This type of Facebook Ad are mobile-optimized and full-screen experiences for your customers, directly from ads
Canvas Ads
This type of Facebook Ad displays up to 10 videos or images in the same ad, each with its very own link
Carousel Ads
This type of Pinterest ad is similar to Video pins because theyre moving pictures. They only move when users scroll past them in their feed and they stop moving when users stop scrolling
Cinematic Pins
This type of Facebook Ad are ads that showcase products from your store's catalog
Collection Ads
This is a type of custom audience on Facebook that is a a list of emails, phone numbers, or Facebook User IDs that Facebook will match them with it's users.
Customer List Custom Audiences - aka: Standard Custom Audiences
this is a type of Instagram hashtag that pertain to the everyday hashtags (ex: SundayFunday)
Daily hashtags