Social Media Marketing (Ch. 8)

Facebook ads generally earn a higher click-through rate than display ads on other websites. How much higher?

8x - 9x

Structure of Facebook advertising helps to manage and structure ad campaigns. On which level, advertisers set budget and scheduling?

Ad set

How social media advertising is different than traditional display advertising?

All of above

Which of the following advertising options is available on Twitter?

All of above

(Expert Session) How should businesses view Facebook?

As a data base

How do we define social media advertising?

As any form of digital advertising that uses social media sites and apps, and involves advertisers paying for ad placement

(Expert Session) Why are things like Gmail and Facebook free for users?

Because they want your data for advertising

The objective of a company on Facebook is to increase sales, and they are running a promotion on Facebook where they offer a coupon that individuals can claim on Facebook. Which of the following payment methods are suitable for their campaign?

Cost per Action

In addition to paid social media, what are the other two largest types of internet advertising?

Display advertising, search advertising

Facebook's ranking algorithm ranks posts with image or videos higher that posts with only text. Which component of EdgeRank this ranking criterion refers to?

Edge Weight

Marketers should always pursue a channel-focused approach, whereby they fully concentrate on making decisions about the target segment, content, and bidding for one channel at a time.

False

You might find display ads on all of the following EXCEPT

Google search results page

One of the three key decisions discussed in this chapter that every marketer needs to make when it comes to social media advertising is:

How to get people to pay attention to the ad

Twitter allows targeting of people who search or engaged with a particular content or word. This refers to which of the following targeting methods?

Keyword

Which of the following is not a consequence of low engagement in a Facebook page?

Reduction in the reach of paid contents

(Expert Session) What do you call it when ads sort of follow you around after you visited their site?

Retargeting

What is the most common form of pay-per-click(PPC) advertising?

Search advertising

Why should your social media advertisements rotate often?

So that site users won't perceive your company as boring and unresponsive causing click-through rates to diminish.

Why do social media sites want to make sure that you fill out your profile as completely as possible?

They have a strong incentive to collect as much information about you as possible in order to create detailed microtarget groups that advertisers will pay to advertise to

Social media ads are generally more effective in the early stages of the sales funnel, and less effective in the final conversion stage.

True