8.1-8.5
What is quality score?
is based on things like the advertiser's click through rate, the relevance of keywords, the relevance of the target audience, landing page quality and relevance, and account performance.
What is a boosted AD
an organic post that you spend money on to increase the size of your audience or increase engagement. Boosted posts can include any post that you can share from your Facebook newsfeed, timeline, or business pages, such as status updates, photos, videos, and offers
What are text ads?
These appear in the right column of the desktop and are available in four formats: square, tall, horizontal, and long. Despite the name, text ads can include images. You can have up to one hundred text ads within a single campaign
What is a total budget?
The maximum amount that you want to spend on a campaign.
Keywords?
Targets people based on phrases they recently tweeted or searched for on Twitter
What is pay-per-click (PPC)
When business pays a certain amount of money every time someone clicks on your ad.
What is a promoted AD
a post you create specifically as a paid ad that is displayed to your specified target audience.
A type of Twitter's feature that lets you easily promote a tweet from your Twitter profile so that it reaches a larger audience.
What are the 3 r's
Stewart has been asked to review the social media budget for the remaining campaigns this year. He was told that he must reduce it by 10%. Which of the following costs will be hard for him to reduce?
Staff wages
Evan owns a small engine repair shop. He has promoted his business for the last two years using direct mail. He would like to create more awareness of his business but has very little money to put towards a new strategy. Which of the following would be the best option for him?
Social Media
Liam manages an amusement park. Business has been slow because of a new community pool opening. Liam wants to use social media to promote the park. He has carved out a little money from the budget for a campaign. He feels good writing his own posts but wants to get as much visibility as possible.
Boosted posts
Shari is planning the next social media campaign to target professionals. The campaign will run on LinkedIn for the first time. The target audience was originally going to use gender and age. Upon reflection, she changed her tactic and now is using geography for her target audience. Why did she make this adjustment?
The original target audience would have been too small.
Macy is starting a desktop publishing business. She plans to engage customers all over the world. Her target audience is professionals who have a medium to high income. Which social media platform would be the best choice for her to promote her business?
Lynn is planning the next social media campaign. She presented her plan to the team and asked their opinion on the two different call to action phrases. They suggest she try them both out and see which performs better. What type of testing is this called?
A/B testing
Julie is reviewing the conversions for the last advertising campaign. The social media team used keyword targeting for the first time with that campaign. The results were low conversions. What mistake did the team make when using this method?
Not being specific enough
A regional gas station chain wants to target their social media campaign to Android and iOS mobile phone users. They plan to use GPS to tell users how far a gas station is from them and provide directions. What did this company use to target users?
Behaviors
What is a bid?
The amount you are willing to spend per click
The social media team’s budget was reduced by 20%. As a result, they have decided to narrow the target audience. What will happen as a result?
The team will not waste money, and the ads will perform better.
A regional gas station chain wants to target their social media campaign to Android and iOS mobile phone users. They plan to use GPS to tell users how far a gas station is from them and provide directions. What did this company use to target users?
Behaviors
Martha develops knitting patterns and posts samples on social media. Each post has a link to her ecommerce website where patterns can be purchased. She wants to drive more traffic to her website with the next campaign. Her strategy is to offer a monthly newsletter that her audience can sign up for on her website.
Register for a newsletter
The social media team for an international company is planning the next campaign for Facebook. They want to target areas where the speaking language is French. What type of targeting options will they use?
Demographics
What is behavior? (demographics)
Targets people based on their shopping practice, lifestyle, and other characteristics
The social media team is reflecting on what went well and what didn’t go well with the last campaign. What did go well were the organic posts. What didn’t go well was that the campaigns didn’t have the reach that was hoped for. With this information, what can the social media team do in the next campaign to extend the audience reach?
Continue to use organic posts and pay to have them boosted.
The social media team is debating how to keep the ad campaigns interesting and fresh. Which tactic would be the best idea?
Create new ad formats or variations on your best performers.