Meta Social Media Marketing Professional Certificate Answers - Coursera

Meta Social Media Marketing Professional Certificate Answers - Coursera

Language: English

Launch your career as a Social Media Marketer. Build job-ready skills for an in-demand career and earn a credential from Meta. No degree or prior experience required to get started.

On completion of the program, you’ll receive an official certificate from Meta and Coursera to share across your social profiles, resume or portfolio while building confidence.

This certification is part of Meta Career Programmes

Upon successful completion of the program, you’ll:

• Get exclusive access to the Meta Career Programs Job Board—a job search platform that connects you with 200+ employers who have committed to sourcing talent through Meta’s certificate programs, as well as career support resources to help you with your job search.

• Earn both a Professional Certificate and the Meta Digital Marketing Associate Certification, showcasing your skills in social media marketing and the use of Meta Ads Manager to potential employers.

The Professional Certificate is now ACE® recommended.  You can learn more here.

Courses:

• Introduction to Social Media Marketing
• Social Media Management
• Fundamentals of Social Media Advertising
• Advertising with Meta
• Measure and Optimize Social Media Marketing Campaigns
• Meta Social Media Marketing Capstone

Connect with 200+ hiring partners in Meta’s Career Programs Job Board

Language: English

Certification URLs:

facebook.com/business/learn/social-media-marketing-certificate-coursera

coursera.org/professional-certificates/facebook-social-media-marketing

Questions:

Course 1 – Introduction to Social Media Marketing

Week 1

At its core marketing involves which of these steps? Select all that apply.

• Understanding and studying the audience or customers for a product
• Finding and hiring talented people to fulfill open staff roles
• Ensuring the product is manufactured at the lowest possible cost
• Creating messages related to or promoting the product

Which of the following are types of digital marketing? Select all that apply.

• TV commercials
• Display advertising
• Search engine optimization
• Social media marketing

When looking at the digital marketing landscape which of the following are types of social media platforms available to users? Select all that apply.

• Graphic design platforms
• Collaboration platforms
• Messaging platforms
• Discussion platforms

Which of the following did Meta acquire to increase connections and communication between Facebook users?

• Instagram
• WhatsApp
• Portal
• Oculus VR

Which of the following statements is true about Facebook and Instagram messenger?

• Messenger lets businesses instantly connect with people on the Messenger app, but not on the Facebook Page
• Businesses can use messenger to make suggestions, assist in sales, and offer support to customers in one continuous conversation
• You can integrate ads on Instagram, but not on Facebook Messenger

Social Media for Business Practice Quiz

1. Which of the following statements about marketing and advertising are true? Select all that apply.

• Advertising is an important part of marketing
• If you have a good product, people will automatically find you and buy your product, without a need for marketing
• Advertising and Marketing are different words for the same thing: creating campaigns and putting them in front of the right audience
• Advertising is where the largest portion of the money spent on marketing goes

2. Which of the following are the most common forms of digital marketing? (Choose all that apply)

• Content marketing
• Email marketing
• TV commercials
• Print advertising
• Search engine optimization
• Social media marketing
• Display advertising

3. Which of the following is NOT involved in organic social media marketing?

• Establishing a business profile or a business presence
• Connecting with customers for more individual customer service
• Engaging with users on social media.
• Buying targeted ads to reach potential customers

The Social Media Landscape Quiz

4. Which of these steps is not at the core of marketing?

• Evaluating and optimizing the impact of your message
• Creating messages related to or promoting the product
• Understanding and studying the audience or customers for a product
• Fielding customer questions, concerns, and feedback and solving technical issues

5. Which of the following is NOT a type of digital marketing?

• Display advertising
• Print advertising
• Content marketing
• Email marketing

6. When looking at the digital marketing landscape which of the following are types of social media platforms available to users? (Select all that apply)

• Graphic design platforms
• Collaboration platforms
• Discussion platforms
• Messaging platforms

7. Which of the following social media platforms are encompassed by Meta? (Select all that apply)

• Instagram
• Twitter
• WhatsApp

Which of the following statements is true about Instagram?

• Instagram is a visual platform designed for businesses to interact with other businesses
• Businesses can promote content through paid advertisements
• Instagram provides free promoted advertisements for businesses

Which of the following statements is true about Facebook and Instagram messenger?

• You can integrate ads on Facebook Messenger, but not on Instagram
• Messenger lets businesses instantly connect with people on their Facebook Page or the Messenger app
• If businesses want to offer suggestions, assist in sales, or offer support, these need to be done in separate conversations

True or false: Businesses and non-profit organizations can participate in Social Media Marketing.

• True
• False

11. What is the key focus of marketing?

• Providing offerings that have value
• Generating the most profit
• Raising brand awareness

Week 2

As a business owner, you’d like to set up a presence on a social media platform where you can network with others in your industry, post news and accomplishments and find potential team members to fill open roles. Which of the following would be an ideal platform?

• Twitter
• LinkedIn
• Facebook
• Pinterest

True or false? YouTube is a platform designed for sharing video content.

• True

• False

Meta Ads Manager allows companies to do which of the following when creating an ad? (Choose all that apply)

• Choose a marketing objective that aligns with your goals
• Control how much you spend on advertising
• Target a specific audience
• All of the above

You created a dance sequence and want to share your moves and encourage others to participate in a hashtag challenge such as #DiscoDanceChallenge. Which of the following would be an ideal platform?

• TikTok
• Github
• LinkedIn
• Twitter

True or False: Businesses can use stickers on Instagram stories to encourage viewers to engage directly with the business.

• True

• False

Social Media Platforms Part I Practice Quiz

1. True or False: YouTube directly hires all its video creators to create content for the site

• True
• False

2. Which social media platform(s) has the most powerful targeted advertising software? (Choose all that apply)

• YouTube
• Facebook
• LinkedIn
• Instagram

3. Which social media platform is the best for connecting business to business (B2B) marketers to new customers and followers?

• Instagram
• LinkedIn
• Facebook
• YouTube

4. On which social media platform should you set up a business page to reach the largest audience?

• Facebook
• LinkedIn
• YouTube
• Instagram

Social Media Platforms Overview Quiz

5. As a business owner, you’d like to set up a presence on a text-based social media platform where you can engage with real-time updates, follow niche interests, and provide real-time customer service on a personal level. Which of the following would be an ideal platform?

• Pinterest
• Twitter
• WhatsApp
• Instagram

6. True or false? Youtube is a platform designed for texting, calling, and sharing.

• True
• False

7. Meta Ads Manager allows companies to do which of the following when creating an ad?

• Choose a marketing objective that aligns with your goals
• Control how much you spend on advertising
• Target a specific audience
• All of the above

8. True or False: Twitter is one of the only social media platforms that has the same unified profile for individuals and brands alike.

• False
• True

9. On which video social media platform can you find short form videos of 15 and 60 seconds?

• TikTok
• Twitch
• Instagram
• Youtube

10. Which of the following can you do on Messenger? Select all that apply.

• Play games with friends
• Create group chats
• Share photos and videos
• Send encrypted messages

11. Which feature on Instagram can you use if you want to upload a video longer than 60 seconds?

• Boomerang
• Reels
• Stories
• Instagram Video

Week 3

Which of the following goals fit the SMART framework? (Choose all that apply)

• Get 5,000 website visits in the month of June

• Increase the number of visitors to 100/day in two months

• Increase revenue by 25%
• Enroll 500 new customers

Maria set a SMART goal for her chocolate business: “Increase online sales by 50% by the end of 6 months”. What would be a good KPI for her to use to evaluate if she is reaching this goal?

• Sales Revenue (how much money you generate from sales)
• Cost per sale (how much it cost in marketing dollars to generate a sale)
• Conversion rate (how many people took action, e.g. bought something, out of the people you attracted)
• Brand awareness (number of people who know about your brand)

Which of the following is an important quality of a KPI?

• Significant
• Finite
• Directional

Which of the following is an example of a marketing KPI?  Select all that apply.

• Engagement
• Cost per lead
• Brand awareness
• Influence

Devon set a SMART goal for his hand-knit sweater business: “Increase revenue from sweater sales by 25% by the end of the year”.

What would be a good KPI for him to use when evaluating if he is reaching this goal?

• Sales Revenue (how much money you generate from sales)

• Cost per sale (how much it cost in marketing dollars to generate a sale)
• Conversion rate (how many people took action, e.g. bought something, out of the people you attracted)
• Brand awareness (number of people who know about your brand)

How to Set Your Marketing Goals Practice Quiz

1. Which of the following specifies what you want to achieve, and helps to make sure that you and the people you are working with are all aligned?

• A plan
• Blockers
• Subgoals
• A goal

2. All of the following are elements of the SMART acronym except:

• Agile
• Relevant
• Specific
• Measureable

3. True or False: It is important to write down your goals.

• False
• True

4. After a successful year of business, Sheryl wants to expand her makeup and skin care business by opening up two more locations in her town. She decides to set a goal to open up both locations within 12 months. During the expansion process, she encounters difficulties. This is because her goal was not time-bound.

• False
• True

Goals and Planning for Success Quiz

5. What’s the 5-letter framework through which you should plan your business goals?

• SMART

6. Which of the following goals fit the SMART framework? (Choose all that apply)

• Gain 20 new followers on the Facebook page by the end of the month
• Enroll 500 new customers
• Increase revenue by 25% by the end of the year
• Increase the number of visitors to 100/day

7. Which of the following is a KPI for the following SMART goal?

“Get 10,000 website visits during the month of May”.

• number of monthly website visits
• number of yearly website visits
• days of the month

8. Maria set a SMART goal for her chocolate business: “Increase the amount of new followers on the business’ social media page by 20% by the end of 3 months”.

What would be a good KPI for her to use when evaluating if she is reaching this goal?

• Brand awareness (number of people who know about your brand)
• Conversion rate (how many people took action, e.g. bought something, out of the people you attracted)
• Sales Revenue (how much money you generate from sales)
• Cost per sale (how much it cost in marketing dollars to generate a sale)

9. Which of the following is an important quality of a KPI?

• Trainable
• Static
• Measurable

10. Which of the following is an example of a marketing KPI? Select all that apply.

• Influence
• Sales revenue
• Cost per sale
• Email opens

11. Devon set a SMART goal for his hand-knit sweater business: “Gain 20% more new customers by the end of the year”.

What would be a good KPI for him to use when evaluating if he is reaching this goal?

• Sales Revenue (how much money you generate from sales)
• Brand awareness (number of people who know about your brand)
• Conversion rate (how many people took action, e.g. bought something, out of the people you attracted)
• Cost per lead (how much it cost in marketing dollars to generate a sale)

12. Calla and Ivy set a SMART goal for their B2C flower business: “Gain 25% more sales from the people who visit the website in the next six months”. What would a good KPI for Calla and Ivy to evaluate to see if they are reaching their goal?

• Conversion rate
• Subscriptions
• Sales revenue
• Cost per sale

Week 4

All of the following social media data can help you determine your target audience except:

• Page visitors’ social security numbers
• Page visitors’ geographic location
• Page visitors’ prior purchasing habits
• Page visitors’ age

True or False: Envy is a stage in the typical customer journey.

• False

• True

True or False: When outlining your target audience, you should consider audience needs, interests, and demographic data.

• False

• True

True or False: It’s possible for a company to have more than one target audience.

• True

• False

Define Your Target Audience Practice Quiz

1. What is the group of people you want to reach with your marketing message called?

Answers

• Marketing population
• Targeted members
• Target audience
• Marketing Audience

2. When determining your target audience, it is good to write down the demographics of the people you are targeting. These demographics include which of the following? (Select all that apply)

Answers

• Household income
• Gender
• Age
• Education and/or occupation

3. Which research tool can precisely determine who’s interacting with your page and give you real-time data when you test different marketing strategies?

Answers

• Twitter Business Analytics
• Google Analytics
• Meta Business Suite Insights
• LinkedIn Audience Insights

4. Laura owns a bridal shop and is looking to connect with her business contacts and gather information about her B2B audience. The social media research tool she should use is:

Answers

• Twitter Business Analytics
• LinkedIn Audience Insights
• Google Analytics
• Meta Business Suite Insights

Understand Your Audience Quiz

5. Social media data that can help you determine your target audience includes which of the following? (Select all that apply)

Answers

• Page visitors’ social security numbers
• Page visitors’ age
• Page visitors’ geographic location
• Page visitors’ prior purchasing habits

6. Which of the following is NOT part of the Customer Journey template?

Answers

• Conversion: How can I get my target to take action?
• Love: How can I get my customer to feel a deep emotional attachment to my product?
• Advocacy: How can I make my target into an advocate?
• Desire: How can I show my target my product really fits in their life?

7. Things you should consider when outlining your target audience include which of the following? Select all that apply.

Answers

• Your target audience’s needs
• Your target audience’s eating habits
• Key demographic data that describes your target audience
• Your target audience’s interests

8. Joni recently purchased a new pair of shoes for work and is happy with how comfortable they are. She tells coworkers at her office about them and recommends they look into the brand. In what stage of the customer journey is Joni?

• Desire
• Awareness
• Conversion
• Advocacy

9. True or False: Depending on the stage a person is in, different types of messages will work better than others.

• False
• True

10. True or False: The process of moving people through the customer journey results in what marketers refer to as a marketing funnel.

• True
• False

11. The audience that will typically get most of your attention since you expect them to become your most valuable group of customers is:

Answers

• Final target audience
• Secondary target audience
• Primary target audience

12. Which of the following research tools lets you track what industries people are interacting with your business from?

• Google Analytics
• Twitter Business Analytics
• Meta Business Suite Insights
• Linkedin Audience Insights

Week 5

Determine whether the following statement is true or false: When an employee posts from a personal account, it is not important that they use the appropriate tone and messaging.

• True

• False

Which part of your LinkedIn profile should be your virtual elevator pitch?

• Skills & Accomplishments
  • Background

• Summary

Which benefit of blogging is the following an example of?

When a business creates quality key-word rich blog posts frequently, it gives search engines fresh content to add to its database

• Build credibility
  • Expand your content’s reach
  • Make authentic connections

• Search Engine Optimization

Choose Your Social Media Platforms Practice Quiz

1. When you are focused on brand building, what kind of social media platform can help the most?

Answers

• Messaging platforms
• Platforms that offer immediate shopping integration
• Publishing or sharing platforms
• Collaboration or networking platforms

2. When you are focused on generating sales or sales leads through social media marketing, what kind of social media platform can help the most?

Answers

• Platforms that offer immediate shopping integration
• Publishing or sharing platforms
• Messaging platforms
• Collaboration or networking platforms

3. When you are focused on providing customer service, what kind of social media platform can help the most?

Answers

• Platforms that offer immediate shopping integration
• Publishing or sharing platforms
• Collaboration or networking platforms
• Messaging platforms

4. When you are focused on building an online community, what kind of social media platform can help the most?

Answers

• Publishing or sharing platforms
• Collaboration or networking platforms
• Platforms that offer immediate shopping integration
• Messaging platforms

Choose Your Social Media Channels Quiz

5. You’re looking to reach the largest possible audience with the most precise targeted advertising tools. Your go-to social media platform should be:

• TikTok
• Facebook
• Instagram
• LinkedIn

6. You’re looking to build a community online. Your go-to social media platform should be:

• LinkedIn
• Facebook
• Instagram
• TikTok

7. Microsoft’s “Guidelines for Successful Blogging” are not in Microsoft’s official Employee Handbook, but the rules are manageable and understandable. Which of the following is part of “Microsoft’s Blogging Policy & Guidelines”? (Select all that apply.)

• Your blog posts should garner as much reaction as possible
• There is no need to identify yourself
• Make friends with your corporate communications department and learn how to work with them
• Respect existing confidentiality agreements

8. Determine whether the following statement is true or false: Now more than ever, brands must engage with the customers through social media.

Answers

• True
• False

9. Of the three core values that a social media policy should achieve, which category does the following statement fit in?

“Nordstrom referred to company guidelines that can help employees to represent the company in a way that doesn’t harm the brand”

• A social media policy must empower its employees
• A social media policy must protect the brand
• A social media policy must guard against legal risks to the organization

10. Is the following a quality of a website or a blog?

There is a transactional functionality.

• Website
• Blog

11. Which benefit of blogging is the following an example of?

Posting valuable content consistently helps elevate a company as a trusted resource within their industry leading to more visitors, more potential customers and more sales.

• Make authentic connections
• Search Engine Optimization
• Expand your content’s reach
• Build credibility

12. Which of the following is a soft skill?

Answers

• Microsoft Office
• Leadership
• Engineering
• Copywriting

Course 2 – Social Media Management

Week 1

What should your branding do for customers? (Choose all that apply)

• Customers will destroy other brands’ products
  • You can cut production costs

• Customers become less price-sensitive if they’re loyal to your brand

• Customers will follow your brand to new products

Which of these things are NOT essential for your company social media page?

• Your CEO’s biography

• A link to your website
• A brief brand description
• A profile picture

Which of the following is a function of the brand? Select all that apply.

• ease selections

• analyze market information

• enable recognition

Which of the following is a function of the brand? Select all that apply.

• signaling device

• foster loyalty

• reduce cost

Which of the following is not a part of a brand’s purpose?

• The brand’s values

• The brand’s logo

• The brand’s mission

When you create a social media page for your business, you should always include which of the following? (Choose all that apply)

• A profile picture

• A link to your website

• Pictures of your executive team
• Your CEO’s biography

Which of the following components does a brand consist of? Select all that apply.

• location

• a logo

• colors

• images

Which of the following components does a brand consist of? Select all that apply.

• a website
  • principles

• a logo

• values

If you’re a visually oriented business, what major social media platform is essential for your business to have a page on?

• LinkedIn

• Instagram

• Twitter

What major social media platform leads in business-to-business [B2B] interactions?

• Twitter

• LinkedIn

• Facebook
• Instagram

Which voice would be most fitting to connect with the following audience?

College students looking for humorous critique on current events and media

• witty and smart

• friendly and casual
• formal and serious

Which of the following is not a part of brand identity?

• The company’s origin story

• The colors used in the company’s websites
• The brand logo

Establish Your Social Media Presence Practice Quiz

1. What are the elements of a business social media profile?

Answers

• Name, Profile picture and cover photo, Contact information, Description
• Name, Contact information, Description, Call-to-action (CTA)
• Name, Profile picture and cover photo, Contact information, Description, Call-to-action (CTA)
• Name, Username, Contact information, Description, Call-to-action (CTA)

2. What would be a good choice for a Facebook business page profile picture?

Answers

• A headshot of the business owner
• A stock photo of the product or service
• A picture of the product
• The business logo

3. Which of the following are good descriptive keywords to include if you’re setting up an Instagram account for a coffeeshop? (Select all that apply)

Answers

• Espresso
• Bean
• Coffeeshop
• Coffee

4. Your social media cover photo should be:

Answers

• The same image as your profile picture, for visual consistency
• A random image that you find inspiring or beautiful
• An image that tells people something about your business, like one of your products, a behind-the-scenes photo, or a reference to a current ad campaign.

5. You’re designing a Facebook business page for a startup flower company. Which of the following should you use as your business’s profile picture?

Answers

• Your company logo
• A picture of your office building
• A picture of a flower
• Your CEO’s headshot

6. If you’re a company that sells a physical product, like flowers, bike parts, or dog treats, what should your Call-to-Action button say?

Answers

• Book a Subscription!
• Shop Now!
• Learn More!
• Donate Today!

7. True or False: In order to create an Instagram Business account, you must switch a personal Instagram account to a Business account in the settings.

Answers

• True
• False

Establish Your Presence Quiz

8. Your brand should do which of the following? (Choose all that apply)

Answers

• Tell your customers what’s wrong with your competitors
• Consist only of facts and figures about your company
• Differentiate you from your competitors
• Create a personality or identity for your business
  
  
  
  

9. What are the essential components of your social media marketing pages? (Choose all that apply)

• Criticisms of your competitors
• A video introduction for your brand
• A brief brand bio
• A profile picture

10. Which of the following components does a brand consist of? Select all that apply.

• products and services
• a tagline
• the words and voice the company uses
• a website

11. Which of the following is a function of the brand? Select all that apply.

• generate revenue
• build trust
• build connection

12. Which of the following components of the EPIC framework does the following statement encompass?

What the business does and why they do it, including articulating a set of values for the business

• Purpose
  • Connection
  • Existence

• Identity

13. Which of the following is not a part of a brand’s existence?

• The location of the company
• Organizations that the company donates to
• The story of the founders

14. Which voice would be most fitting to connect with the following audience?

Teenagers between the ages of ten to thirteen, looking to buy colorful jewelry

• friendly and casual

• formal and serious

• witty and smart

15. What’s the first major social media platform you should set up a company page for?

• LinkedIn
• Twitter
• Facebook
• Pinterest

Week 2

A good way to get people to engage with your Facebook post is:

(Select all that apply)

• Connect with the reader on a personal basis

• Direct message the post to as many people as possible

• Identify a problem and offer a solution

• Put “Please Share This!” in the post text

True or False: Every Instagram post needs to contain a “hard sell” for your product.

• True

• False

When you’re posting a photo in an advertisement, what are some things you should do? (Select all that apply)

• Follow the Rule of Thirds

• Use other people’s photos without credit

• Make sure your lighting is good

• Post the same photo multiple times per week so customers remember it

What’s the best performing type of post on Facebook?

• Text
  • Photo
  • Meme

• Video

To show your Facebook post to an audience outside your followers, you should:

• Direct message it to all your followers

• Use Facebook’s “Boost Post” feature to turn it into an ad

• Tag as many people as possible in it
• Post it to other companies’ pages

Social Media Content Building Blocks Practice Quiz

1. In what ways can a company use social media to engage with customers? (Select all that apply)

Answers

• By sharing stories of the business and employees in a relatable and identifiable way
• By giving routine sales pitches
• By posting content that shows customers that the company is present and responsive
• By ignoring customer feedback on posts

2. True or False: You can add a hyperlink url to the caption of your Instagram post.

Answers

• True
• False

3. True or False: Pinterest is the best app to use if you want to exclusively post videos

Answers

• False
• True

4. What is the rule of thirds? Select the best answer.

Answers

• If you break up your image into thirds, horizontally and vertically, your subject matter should be at one of the corners of the image.
• If you break up your image into thirds, horizontally and vertically, your subject matter should be at the intersection of one of the gridlines.
• If you break up your image into thirds, horizontally and vertically, your subject matter should be at the center of the image.

5. If you want your Facebook post to be seen by an audience outside of your followers, you can turn it into an ad by selecting which option?

Answers

• Boost Post
• Engage Post
• Share Post
• React to Post

Social Media Content Quiz

6. A good way to get people to share Facebook posts you create is to:

(Select all that apply)

Answers

• Allude to them without typing their name
• @ mention them
• Present a problem and offer a solution
• Put “Please Share This!” in the post text

7. Instagram users can maximize engagement through use of:

(Select all that apply)

Answers

• Topically appropriate hashtags
• Strategic use of the multiple photo option
• @ mentions
• Conflicts with other brand accounts

8. You’re drafting the text for a Facebook advertisement. What’s a good thing to add to guarantee greater engagement?

Answers

• Include an image in your post
• DM a celebrity and ask them to share your post for free
• Use 7-12 emojis

9. True or False? You can safely assume that people viewing your video advertisement will hear the accompanying audio.

Answers

• True
• False

10. True or False? Instagram only permits you to upload one photo per post.

• True
• False

11. Some of the key elements that make up a social media post are:

Answers

• Hashtags or @mentions
• Images or video
• Call-to-actions & links
• Emojis

12. If you were a food delivery service trying to interact with your customers on social media, what would be the best course of action?

• Ask your customers on your stories: “What did you cook this weekend?!”
• Post a photo of a dish from your services
• Post a video advertisement

13. Which of the following is true about videos on social media?

• Instagram videos have 5 times more engagement than photos
• 81% of the top 500 posts in 2018 were videos
• Tweets with videos get 20 times more engagement than those without

Week 3

Which social media scheduler has a built-in chatbot creator?

• Hootsuite

• Sprout Social

• Buffer
• Planoly

What elements should you include on your content calendar?

• The post’s content, including images and hashtags
  • Which platform(s) you are posting it on
  • Date and time of the post

• All of the above

Which of the following are benefits to having a content calendar for your social media posts? (Select all that apply)

• Plan content to be posted on days off or holidays when employees aren’t working
  • It lets you set it and forget it

• Your team is able to more easily collaborate on posting

• It helps you keep a consistent brand voice

Calla and Ivy receive a comment from a customer named Amélie on their Facebook page. It reads:

“Hey Imra—I loved my bouquet but I think it introduced termites into my home. I need to talk to you.”

How do you respond?

• “Hey Amélie—can you not post this on our page? It looks bad for the business.”
  • No response
  • “Hey Amélie—we’re sorry to hear that. Not our problem, though.”

• “Hey Amélie—we’re sorry to hear that. That’s not in line with our standards, and we’ll DM you now to talk about this.”

True or False: Admins have total control of a Facebook page and are the only class that can assign and change others’ roles.

• True

• False

Joseph has a piano tutoring business and holds lessons for his students at his studio most days during the week. He likes to post videos of his student’s progress and playing tips to his Facebook page for his followers. He has plenty of videos and content to be posted, but has trouble remembering to post. When he does post, engagement is inconsistent.  Which of the following tips should he apply to his social media strategy to better manage his page?

• To help with scheduling posts, Joseph should look into using publishing tools.

• Joseph should hire employees to join his team and help with page responsibilities and generate new content for his followers.
• Joseph should automate responses for customer messages and comments.

True or False: When responding to customer comments, it is important to take any issues and criticism of the brand out of the public sphere and address customers in private messages.

• True

• False

Which of the following is one of the three main categories of engaging social media content?

• Highlights
  • Stories
  • News statements

• Educational posts

True or False: Using Hashtags in your post are a great way to connect with potential customers.

• True

• False

Manage Your Content Calendar Practice Quiz

1. Which of the following categories does engaging social media content typically fall into when trying to create value for our audience on social media, and create posts that will keep them engaged? (Select correct answer)

Answers

• Posts that are educational, that teach, update, or inform.
• Posts that are inspirational and feel-good
• Posts that are fun and entertaining
• All of the above

2. When coming up with new content that's engaging, informative, or fun, there are many different topics you can post about. Which of the following are examples of the different kinds of posts you can create for your page? (Select all that apply)

Answers

• A series of public statements responding to negative customer reviews.
• A video from the perspective of an employee showing followers what it’s like to work at your business.
• A series of posts promoting a competitor’s page to show how their product or service is better.
• A social media takeover by an influencer for a day.

3. True or False: The first thing to determine when starting to storyboard is your engagement goal for our social media post and what story you’re going to tell.

Answers

• True
• False

4. True or False: When you create a content calendar you save time and stress, but you should not tweak it as you go so that you keep to your original goals regardless of engagement or audience reaction.

Answers

• True
• False

Social Media Content Management Quiz

5. Which softwares below are social media schedulers you can use to manage and moderate your posts?

Answers

• Sprout Social
• Buffer
• Hootsuite
• LinkedIn

6. Within how many days should a brand respond to social media comments?

Answers

• Within a week
• 48 hours
• 1

7. Which of the following are some benefits of storyboarding? (Select all that apply)

Answers

• Creates more polished, professional content
• Helps to visualize content
• Shows your team what you are creating
• Increases engagement on specific posts
• Creates content quickly

8. You run a camera-rental company and Marge posts on your Linkedin page that her rented DSLR camera had a cracked lens. Her comment reads:

“I went on vacation with my husband and all our anniversary photos have a big crack! Your camera is tearing us apart!”

How do you respond?

Answers

• “Hey Marge—get this off our page. Take your marital problems elsewhere.”
• “Hey Marge—we’re sorry to hear that. That’s not in line with our standards, and we’ll DM you now to talk about this and give you a free rental as well.”
• “Hey Marge—sorry to hear that. But your marriage, your problem.”
• No response

9. Stacey just launched a Facebook page for her dog day care company called Hugs & Paws. She is looking to have some employees to help her moderate the page. Which of the following roles can she assign to people? (Select all that apply)

Answers

• Admin
• Editor
• Developer
• Moderator

10. Joseph has a piano tutoring business and holds lessons for his students at his studio most days during the week. He likes to post videos of his student’s progress and playing tips to his Facebook page for his followers. He has plenty of videos and content to be posted, but has trouble remembering to post. When he does post, engagement is inconsistent. Which of the following tips should he apply to his social media strategy to better manage his page?

Answers

• Joseph should hire employees to join his team and help with page responsibilities and generate new content for his followers.
• Joseph should automate responses for customer messages and comments.
• To help with scheduling posts, Joseph should look into using publishing tools.

11. Which of the following statements are true regarding automated response bots and the specific functions they can take over? (Select all that apply)

Answers

• Schedule person-to-person interactions
• Answer basic or commonly-asked questions
• Triage customer queries to direct them towards the right people
• Respond to customers when your business is closed

12. True or False: Every social media post must be new, unique content.

Answers

• True
• False

13. True or False: When using audience analytics software, the number of “Impressions” tells you how many times they’ve clicked your post to further engage with it, while the number of “Clicks” tracks the number of times your post appears on users’ screens.

Answers

• False
• True

Week 4

Take a look at Imra’s blog post promotions. Which post had the least readership on the website, and what insight would that give her for writing future blog posts? (Choose one)

• Best wedding flowers post had the least engagement; create more “best of” lists.

• Seasonal flowers post had the least engagement; observe the qualities of posts that do well and edit your seasonal flower posts going forward.

• The Fair Trade Day post had the least engagement; write more blog posts around sustainability and worker concerns.
• The personal story post had the least traffic; include more personal stories in future blog posts to create more of a personal connection.

Imra has started a Flower of the Week post, to help educate her followers about the different types of flowers out in the world. Unfortunately, engagement has been pretty low. Which options below could improve engagement?  (Choose all that apply)

• Add a visual to the post

• Add a link to the website

• Post at more consistent and regular times

• Post on a different platform

• Post at a different time or day

Imra wanted to broadcast the local Tulip Fest, on May 2, 3, and 9, to her followers in the hopes that it would boost engagement.  She chose to use Insta Live video to show her audience the festival as it was happening.  What could be a lesson to take into future posts?

• Do not use Insta Live again
  • Only use Insta Live for one day, not for consecutive days
  • Use Instagram Story instead of Insta Live

• Remind followers about the live video before it happens

Calla & Ivy is going to be hosting some summer classes on floral arrangement, and Imra has posted twice about it, once on May 20 and once on May 27. What are some ways that Imra can gain more audience members for future promotional posts? (Choose all that apply)

• Post at a different time of day.

• Include all the information, such as class titles, descriptions, and dates.

• Post on a different platform.

Imra has started sharing articles to Twitter she thinks her audience may find useful. What is something that Imra should keep in mind when reposting articles written by other people?

• Imra should remember to include hashtags in her post
  • Imra should remember to track the metrics of the post.

• Imra should remember to mention (@) the account or publication where she found the articles

Imra makes a note of the important holidays throughout the month of May which might prompt her customers to purchase her flowers.  For each holiday, she has planned a post for Facebook with a link to her website and a purchase page.  Which holiday post was most successful with engagement?

• Nurse’s Day
  • Teacher’s Day
  • Memorial Day

• Mother’s Day

Which platform has the highest engagement for Calla & Ivy?

• Pinterest

• Facebook

• Instagram
• Twitter

Imra noticed a jump in new followers on Instagram on May 10. What could be a reasonable cause of that?

• The “Mother’s Day is Sunday” post on May 8 had many click-throughs

• The Insta Live at the Festival on May 9 had many impressions

• The Insta Live at the Festival on May 9 had many shares
• The Tribute to Moms images on May 10 had many click-throughs

In honor of Fair Trade Day on May 13, Imra wanted to create some content to raise awareness around fair trade flower farms. Take a look at the blog post promotions from May 11, 12, and 13. What could be a lesson to take into future posts?

• The posts should ask a question in order to get better engagement

• Creating content around a specific event doesn’t increase engagement

• Including a video creates higher web traffic
• Nobody will click a link on Facebook if there’s already an image or video

Evaluate Data for Your Posts Practice Quiz

1. On Facebook, marketing goals typically fall into three categories. Which of the following is NOT one of these categories?

Answers

• Page Views
• Engagement
• Conversion
• Generating Awareness

2. True or False: On the Overview summary page, Facebook allows you to check insights for individual posts.

Answers

• True
• False

3. Three conversion metrics that are important to track include which of the following? (Select all that apply)

Answers

• Website visits from social media
• Number of clicks on your posts or links inside your posts
• Sales resulting from social media
• Number of leads resulting from social media

4. From the dashboard on the left navigation in Facebook Insights, you can explore which of the following?

Answers

• An overview of the number of your followers
• Your Total Page Likes
• Total Reach
• All the above

Evaluate Your Efforts Quiz

5. Take a look at Imra’s blog post promotions. Which post created the most readership on the website, and why might this have created the most traffic?

Answers

• The personal story post created a lot of traffic because it was posted at 11am
• The personal story post created a lot of traffic because the personal story created more of a personal connection
• The seasonal flowers post had the most engagement because seasonal flowers are the most popular item option for customers
• The best wedding flowers post created the most engagement because consumers like lists

6. Imra has started posting about the bouquet creations she makes for her clients, in order to showcase the flowers and her skills, which will hopefully draw more people to order something they haven’t seen before. During what time of day are the bouquet creations posts most successful?

• It does not matter what time they are posted
• Bouquet creations posting in the evening
• Bouquet creations posts that appear later in the week
• Bouquet creations posting in the morning

7. Imra has started a Flower of the Week post, to help educate her followers about the different types of flowers out in the world. However, these posts are seeing very low engagement. What could be a reasonable cause of the low engagement?

Answers

• She is posting too late in the day
• Her audience does not like flowers
• She is using the wrong platform
• She is not using any visuals

8. Imra noticed a jump in new followers on Instagram on May 28. What could be a reasonable cause of that?

• The Graduation Bouquets image received many click-throughs
• The “Bouquet Creations” Post was shared many times
• The “How to: Tend Summer Garden” story received many likes
• The “How to: Tend Summer Garden” story was shared many times

9. Calla & Ivy is going to be hosting some summer classes on floral arrangement, and Imra has posted twice about it, once on May 20 and once on May 27. What could be the reason why the second post led to more sign-ups?

Answers

• It was posted at a different time of day
• It was posted on a different platform
• It had a video
• There was more information in the post

10. Imra started posting “How to” Instagram stories for various topics and noticed that her followers were very interested in these, based on the number of shares and impressions. She is planning her next “How to” Instagram story videos for the following month, and wants to use her insights to determine which topics her followers would most be interested in. Which topic should she choose?

Answers

• Color schemes for bouquets
• Home Gardening
• Maintaining flowers
• Caring for house plants

11. What is the importance of including a mention (@) of the account or publication where Imra found the articles to her posts?

• Twitter can’t track metrics unless there’s an @ in the post.
• It gives credibility to the post.
• It alerts the original poster that something they created has been shared, so that they and their audience become aware of and can engage with Calla & Ivy.
• It’s not a concern — no need for mentions in any shared content on social media.

12. Imra makes a note of the important holidays throughout the month of May which might prompt her customers to make a purchase of her flowers. For each holiday, she has planned a post with a link to her website and a purchase page. Based on the data, we can see that the Mother’s Day post received the most engagement, including the most click-throughs to the purchase page. In addition to Mother’s Day being a more popular holiday for buying flowers, what is another possible cause for the higher engagement of this post?

• The Mother’s Day post included an image
• A reminder of the holiday was posted a few days prior to the post
• It was posted to Facebook
• It was posted in the morning

13. Considering that Calla & Ivy’s audience is on Instagram during the early- to mid-afternoon, how is Imra doing on her posting schedule?

• Not good. Imra needs to adjust her posting time.
• Great! All posts are within that time.
• The time you post something on social media doesn’t matter.
• Pretty good! Most posts are between that time, but Calla & Ivy is still seeing good engagement from posts outside of the time frame.

14. Which platform has the lowest engagement for Calla & Ivy, and could use more strategy for improvement?

• Twitter
• Pinterest
• Facebook
• Instagram

Course 3 – Fundamentals of Social Media Advertising

Week 1

You’re running ads for a business that designs tailor-made dresses and operates primarily through consultations. Which of the following Facebook Call to Action buttons should you use if you want people to sign up for a consultation?

• Watch Now

• Book Now

• Subscribe
• Shop Now

True or false? If you’re advertising on a platform like Pinterest that doesn’t offer Call-to-Action buttons, you can’t include a CTA in your ad.

• True

• False

Which of the following statements is true in regards to how paid advertising may benefit a business? (Select all that apply)

• Paid advertising can help you reach a specific audience that you may not be reaching already with your organic social media efforts.

• Paid advertising will increase traffic to your site, and therefore increase conversions.

• Paid advertising can help you increase your follower count.

• Paid advertising can help you market your business’ goods and services.

True or False: Paid ads are guaranteed to be displayed in the feeds of your target audience.

• True

• False

True or false? A post is “organic” when it is posted from your account and spreads from people who engage with your content to their friends without having to pay.

• True

• False

For an ad to be effective its five core elements must work together and match.  Which of the following statements reflect the 5 core elements of effective ads? (Select all that apply)

• Your ad should promise something to customers and offer a kind of deal to entice them to visit your website.

• There should be a clear call-to-action that expresses what you want your target audience to do next.

• The messaging has to be right for the target audience

• The image(s) should vary in subject matter to make your ad more interesting

Why, When and Where to Advertise Practice Quiz

1. Which of the following are true about paid advertisements on social media? (Choose all that apply)

Answers

• They are labeled as sponsored
• You can control where and when your ad is shown
• They are guaranteed to be displayed
• They only appear in the feeds of people who follow your business

2. Which of the following are true about organic posts on social media? (Choose all that apply)

Answers

• You have control over when and where organic posts are seen
• Unless shared, they only appear directly in the feeds of people who already follow your business
• They are guaranteed to be displayed to every individual who follows your account
• They are free to post

3. In what ways can Facebook and Instagram ads help grow your business?

Answers

• They can increase your followers
• They can promote your website
• They can bring customers to your physical location
• All of the above

4. True or False: Facebook and Instagram are the only social media platforms on which you can advertise.

Answers

• True
• False

Introduction to Social Media Advertising Quiz

5. A video that conveys your message and tells a story is referred to as which component of a social media ad?

• Call to Action (CTA)
• Target Audience
• Copy
• Creative

6. You’re running ads for a company that creates and sells art through a webshop. Which of the following Facebook Call to Action buttons should you use to get people to purchase a piece of art?

Answers

• Subscribe
• Book Now
• Shop Now
• Contact Us

7. You’re creating an ad for a boutique smartphone case company called Case. The target audience is design-conscious people aged 21-39, with an interest in modern art and minimalist home decor.

Your ad creative is a video of four well-dressed 20s-somethings laughing over coffee, with their Case-covered phones placed on the table. Your copy reads: “You’re stylish—shouldn’t your phone be, too?” Your CTA says “Book Now”

Which part of the ad is ineffective?

• Creative

• Copy
• CTA

8. True or false? Image ads are some of the most common ads that appear on social media, incorporating an eye-catching photo, overlaid with little-to-no text on the image itself.

• True
• False

9. Alexa owns a nail salon and wants to incorporate multiple before and after images into an ad campaign on Facebook showcasing her salon’s work. Which of the following ad types would best suit her needs?

Answers

• Collection Ad
• Image Ad
• Carousel Ad
• Video Ad

10. While scrolling on your Instagram feed, you encounter what looks to be a sponsored post for a skincare product on a beauty influencer’s page. Which required details of the post let you know that it’s sponsored? (Select all that apply)

• There’s a “sponsored” label that lets you know the post is sponsored
• The post appears next to other ads in your Instagram feed
• The post has a call to action button
• The influencer stated in the post’s caption that it is sponsored

11. You are noticing that the number of people who view your Facebook posts is declining. What would be a good course of action to entice new viewers to your page?

Answers

• Come up with a creative new idea for your organic posts
• Just keep doing what you’ve been doing and hope for the best
• Put a “Please Share” message in your posts
• Invest in paid advertising on Facebook

12. Which of the following are ad formats offered to users for purchase on Youtube? (Select all that apply)

Answers

• Side Ad
• Display ad
• Video ad
• Overlay ad

13. When choosing platforms for your paid campaign you want to consider which of the following? (Select all that apply)

Answers

• Your target audience
• How much you can spend
• The type of content you are sharing
• The type of ad you are buying

14. Which of the following are ways that you can advertise on Twitter? (Choose all that apply)

Answers

• Sponsor a trending hashtag
• A traditional “in-feed” ad
• Promote your Twitter account
• Send direct ad messages to your audience’s inbox

Week 2

Which part of your creative brief describes what you’re trying to promote or sell?

• Proof point
  • Objective

• Offer

• Deliverable

True or false? Copywriting and email marketing are effectively the same job, as they both involve text-based communication with customers.

• True

• False

Which of the following are good tips to keep in mind when shooting a picture for your ad campaign? (Choose all that apply)

• Use attractive color combinations

• Follow the Rule of Thirds

• Keep it simple

• Optimize for viewing on a desktop computer or a laptop

You want to run an ad campaign on Facebook for a gym facility you just started working for. You decide to brainstorm some ideas for creative visual assets to accompany the campaign. Which of the following sources should you consider first when determining your visuals?

• Use advertising budget to shoot from scratch
  • Stock photos and footage
  • User generated content

• Reuse existing posts

You should organize the copy of your ad into three parts. Which of the following is NOT one of those three parts?

• Call to Action

• Conclusion

• Opening
• Transition

Which of the following are good things to keep in mind when copywriting? (Choose all that apply)

• Be recognizable

• Tie your text to your visual

• Use the same ad for all segments of your audience
• Don’t use emojis

Designing and Writing Effective Ads Practice Quiz

1. The objective for your ad campaign is to promote awareness of your brand and get people to remember it. Which KPI will be most important for you to measure?

Answers

• Cost per visit
• Ad Recall Lift
• Return on Ad Spend (ROAS)
• Conversion Rate

2. The total revenue generated by an ad campaign divided by the total ad spend (how much you spend on the ad campaign) is the formula for which KPI?

Answers

• Cost per lead
• Ad Recall Lift
• Cost per visit
• Return on Ad Spend (ROAS)

3. True or False: When designing videos for your Instagram ad campaign, you should design for sound on.

Answers

• True
• False

4. What two things should the opening of your ad copy accomplish? (Choose all that apply)

Answers

• Tell your audience what to do
• Pique the audience’s curiosity
• Present the solution to a problem
• Call out your audience

5. Which of the following are tips for writing effective copy for your ad? (Choose all that apply)

Answers

• Create urgency
• Never mention price
• Try emojis
• Change your tone depending on the channel or platform that you are using

6. Which of the following is NOT a recommended way to source visual elements for your ads?

Answers

• Source from user generated content
• Look at what worked from your competitors and copy their work
• Use product images from your online shop
• Source from your existing organic posts

Creating Effective Ads on Social Media Quiz

7. An ad agency submits a creative brief to you. It looks almost complete, but it’s missing a description of who you want to engage and influence. Which creative brief element is missing?

• Guidelines
• Target audience
• Competition
• Look and feel

8. You need someone to produce all the written materials that represent a brand. You’re looking to hire a:

• Marketing Analyst
• Copywriter
• Designer
• Email Marketer

9. A concise statement of what you want to accomplish in your target market is which part of a creative brief?

Answers

• Deliverable
• Objective
• Guideline
• Key Benefit

10. Freelancers who commit to a certain amount of work and payment on a monthly basis are paid a:

Answers

• Payroll
• Retainer
• Commission
• Royalties

11. True or False: Brand marketers own and set the overall vision of a brand, its personality, and how it is positioned in the market.

• True
• False

12. True or false? Your objective determines your Key Performance Indicators (KPIs).

Answers

• True
• False

13. True or False: When shooting a video for your ad campaign, always shoot vertically.

Answers

• False
• True

14. True or false? Once you have grabbed your audience’s attention with your opening and made them aware of the problem you are solving, it’s time for your call to action.

Answers

• True
• False

15. Wes is the owner of a spa and massage center called OASIS. He wants to convey to potential customers the mental and physical benefits of his massage and spa offerings, as well as the accessibility of his business. Which of the following tips should he follow to appropriately get his message across? (Select all that apply)

Answers

• Mention price or special offers for spa treatments and massages
• Create an artificial timeframe to imply the offerings or benefits are only available for a limited time
• Use customer reviews to support claims about physical and mental health benefits
• Organize in-person massage demonstrations

Week 3

True or false? COPPA is an extension law to CCPA?

• True

• False

Which of the following data categories are companies prohibited to collect under the GDPR?

• Age
  • Location

• Ethnicity

• Sexual orientation

What’s the acronym for the law that gives residents of California more insight into what data is collected about them, and was passed in 2020?

• CCPA

• COPPA
• GDPR

True or false? The DAA’s YourAdChoices program performs the same role in the US that the GDPR does in the European Union.

• False

• True

Which of the following are NOT European self-regulatory principles for Data-Driven Advertising?

• Full transparency

• Sensitive segmentation

• Education
• User choice

How is data-driven advertising different from other forms of advertising?

• Advertisers bid on keywords so that advertisements related to specific keywords are placed at the top of the search engine results page
  • Advertisers look for content that is typically related to their ads

• Ads are matched with the audience who sees them, regardless of where the ad appears

• Advertisers make ads match the content that surrounds it in the form of articles and videos with valuable information, making the advertising message less overt

Facebook’s Data Policy clearly outlines which of the following information? (Select all that apply)

• Contact information for people who have questions

• How users can manage and delete their data

• What information is received from users

• How information is used

You recently signed up for a new account with Facebook. The information that you entered when signing up for your account and your interactions on your account are examples of what type of data?

• Third-party data
  • A cookie

• First-party data

• Second-party data

The Role of Data in Social Media Advertising Practice Quiz

1. An ad for luxury bathrobes appears next to an article about how to create an at-home spa experience. Is this an example of contextual or data-based advertising?

Answers

• Contextual
• Data-based

2. You just purchased a new activity tracker and are now seeing ads for running shoes and workout gear. Is this an example of contextual or data-based advertising?

Answers

• Contextual
• Data-based

3. If a company that has no clear relationship with the company you are currently interacting with is tracking your data using browser cookies, what type of data are they collecting?

Answers

• Third party data
• First-party data
• Second-party data

4. This can be created on websites where people have to log in. It is a unique number assigned to someone’s account and is associated with all their interactions and behavior on that website. What is this called?

Answers

• UID
• IP Address
• Hashtag
• Cookie

5. True or False: Cookies can work across multiple devices and browsers.

Answers

• True
• False

Data, Privacy and Policies on Social Media Quiz

6. Which of the following are GDPR data protection obligations for companies who collect data? (Select all that apply)

• Companies are prohibited from collecting certain data categories (like ethnicity or sexual orientation)
• Companies must document their advertising targeting criteria on their website
• Companies must designate people whose job it is to protect the data they receive
• Companies must alert people within 72 hours if their personal data was leaked

7. True or false? The GDPR is an international agreement that applies to both companies in the United States and the European Union, independent of where their customers or users are based.

Answers

• True
• False

8. What is the maximum fine related to GDPR violations?

Answers

• $400,000
• $4,000,000
• 4% of the annual revenue of a company
• 4% of the annual profit of a company

9. What’s the acronym for the law that protects data and online privacy in the European Union?

Answers

• GDPR
• COPPA
• CCPA

10. True or false? The main goal of industry self-regulatory organizations is to enforce data protection laws.

Answers

• True
• False

11. Which of the following are European self-regulatory principles for Data-Driven Advertising?

Answers

• Education
• Parental access to children’s data
• User choice
• Sensitive segmentation

12. True or false? Ideally, the cookie would function as the memory of the interactions between a website and a person. However, a person may use different computers, different browsers and mobile devices, and cookies don’t work across devices.

Answers

• True
• False

13. True or False? Facebook users can choose to opt out of seeing ads from specific advertisers on Facebook.

Answers

• True
• False

14. True or false? Most large online platforms and websites have a data policy, in which they explain what data they receive, what they use it for, and how people can control what they share.

Answers

• True
• False

Week 4

Let’s say you have a food magazine that you’re promoting an Instagram post for. Your goal is to build a larger following on Instagram to eventually grow your business. Your promoted post should direct users towards:

• Your Website
  • Your Direct Messages

• Your Profile

True or false? Engagement rates are higher for Instagram stories without sound, as people frequently watch them muted.

• True

• False

True or false? After creating an ad, you submit it for review to make sure that it meets Instagram’s Advertising Policies.

• True

• False

Let’s say you own a sporting goods store. You decide to boost a pre-existing post as an ad to create more awareness around your business and increase online visibility for your business. Which success metric should you track to determine whether your ad was successful?

• Post engagement number

• Link clicks on your ad
• Number of app downloads from your ad
• Number of website purchases brought in through the ad

What action would a business want its customers to take if it selects “Promote Your Page”  as its campaign objective when creating an ad on Facebook?

• Make a purchase
  • Like a post
  • Install their app

• Like their page

First Steps of Advertising on Facebook Practice Quiz

1. Which of the following are details you can set when defining your audience on Facebook Ads Manager?

Answers

• Age
• Location
• Specific Interests
• All of the above

2. Which of the following are steps in creating an ad campaign on Facebook Ads Manager? (Choose all that apply)

Answers

• Choose an objective
• Cross post your ad on Twitter
• Set a budget and campaign duration
• Set your target audience

3. Let’s say you just totally redesigned your business’s website and it works better than ever. You want to get more people to see the update that your website just got.

Which Facebook Ads Manager objective should you choose for your campaign?

Answers

• Promote Your Page
• Get More Website Visitors
• Get More Website Purchases
• Promote Your Business Locally

4. Let’s say you just started a company that specializes in creating specialty jewelry. You put up a business page on Facebook and are hoping people will view it and start connecting with you there. Which Facebook Ads Manager objective should you choose?

Answers

• Promote Your Page
• Get More Website Purchases
• Get More Leads
• Get More Website Visitors Us

Getting Started with Advertising on Facebook and Instagram Quiz

5. Let’s say you have a catering business that you’re promoting an Instagram post for. There are too many tiered catering options for you to list on Instagram, so you need to direct customers to a separate page. Your promoted post should direct them towards:

Answers

• Your Website
• Your Profile
• Your Direct Messages

6. Let’s say you’re advertising a new video game on Instagram. You want your ads to be seen by people with similar interests as your current followers, but limit the age range to people under 35. Which advertising targeting option should you use?

• Automatic targeting
• Create Your Own Audience

7. True or false? A good Instagram Story ad typically consists of one long scene rather than multiple short scenes.

Answers

• True
• False

8. Which of the following statements are true about Instagram Stories Ads? (Select all that apply)

Answers

• Stories ads appear between Instagram posts in your feed.
• Stories have an intimate and personal feel that allows people to be more immersed and in the moment.
• Stories on Instagram give you an immersive, full-screen vertical format to bring your business to life.
• Instagram Stories Ads disappear after 24 hours.

9. True or False: Facebook Ads Manager allows you to set an ad duration and a budget for your campaign.

• True
• False

10. Let’s say you own an online specialty kitchenwares store. You want to get more people to sign up for your new newsletter that gives cooking techniques and highlights new products. Which Facebook Ads Manager objective should you choose for your campaign?

Answers

• Get More Leads
• Promote Your Page
• Boost a Post
• Promote Your Business Locally

11. True or false? When creating an ad on Facebook, you can target specific demographics, interests or behaviors.

• False
• True

12. Which Facebook campaign objective should be selected to generate sales on a website or app?

• Traffic
• Reach
• Conversions
• Brand Awareness

13. What action would a business want its customers to take if it selects “Get More Website Purchases” as its campaign objective when creating an ad on Facebook?

Answers

• Make a purchase
• Install an app
• Like a post
• View a video

Course 4 – Advertising with Meta

Week 1

Which of the following are examples of ad placement options for ads created on Ads Manager? (Choose all that apply)

• Search

• In-Stream

• Profile

• Feed

Which type of major ad placement places your ad on Facebook and Facebook Marketplace if someone searches something related to your product?

• In-stream
  • In-Article
  • Messages

• Search

Let’s say two skateboard companies are competing in an auction to show one person, named Daniel, an ad. Daniel lives in Denver.

Company One targeted people who like skateboarding who live near the Rocky Mountains in Colorado.

Company Two is targeting all men who like to skateboard in the U.S. Company Two budgeted way more money than Company One for ads.

Which part of Company Two's Total Value score will this boost?

• Advertiser bid

• Ad Quality
• Estimated Action Rate

What is the second step in the campaign-creation process in Ads Manager?

• Select where ads will be seen through placements

• Align the business goal to an advertising objective
• Selecting your ad sets, which tell your ad how to run
• Create a Lookalike Audience based on website visitors

In which major section of Ads Manager (found in the top navigation bar) could you learn more about why Facebook might have rejected your ad?

• Engage Customers
  • Advertise

• Manage Business

True or False? Ads Manager’s Creative Hub lets you prepare mockup ad campaigns without actually running them.

• True

• False

Introduction to Ads Manager Practice Quiz

1. Which advertising tool on Facebook implements the simplest, and least detailed, way to create a Facebook ad?

Answers

• Facebook Ads Manager App
• Advertising from your Business Page
• Facebook Ads Manager (web version)
• Facebook Feed

2. Which two ad placement options are available on Instagram?

• Right column
• Stories
• Feed
• Marketplace

3. Which major ad placement encompasses native, banner, interstitial, and rewarded video ads?

Answers

• Messages
• Search
• Feed
• Apps

4. True or False? Facebook advertising happens through an auction, rather than the more traditional route of paying directly for advertising space.

Answers

• True
• False

5. Which part of the Facebook total value ad auction equation covers how much an advertiser is willing to pay to achieve their desired outcome?

Answers

• Advertiser Bid
• Ad Quality
• Estimated Action Rate
• Total Value

6. Let’s say two bike part companies are competing in an auction to show one person, named Marissa, an ad. Marissa lives in Portland, Oregon. She regularly buys her bike parts from internet start-ups with a Portland angle.

Company One’s ads target all American women who cycle, whereas Company Two’s ads target cyclists who live in Portland with Portland-specific messages.

Which part of Company Two’s Total Value score does Marissa’s purchasing history boost?

Answers

• Advertiser bid
• Estimated Action Rate
• Ad Quality

First Steps in Facebook Ads Manager Quiz

7. Which of the following is NOT examples of ad placement options for ads created on Ads Manager?

Answers

• Feed
• Apps
• In-Article
• Profile

8. Which type of major ad placement places your ad in some articles on the Facebook mobile app?

Answers

• Messages
• In-Article
• Search
• In-Stream

9. Which part of the Facebook total value ad auction equation covers feedback from people that view or hide your ad, as well as findings of “low-quality” attributes such as sensationalized language, engagement bait, and more?

Answers

• Total Value
• Advertiser Bid
• Estimated Action Rate
• Ad Quality
  
  
  
  
  
  
  

10. Let’s say two skateboard companies are competing in an auction to show one person, named Daniel, an ad. Daniel lives in Denver. Company One targeted people who like skateboarding who live near the Rocky Mountains in Colorado.

Company Two is targeting all men who like to skateboard in the U.S.

Daniel clicked “Shop Now!” on a lot of Rocky Mountain-themed skate merchandise ads in the past.

Which part of Company One’s Total Value score will this boost?

Answers

• Estimated Action Rate
• Ad Quality
• Advertiser bid

11. Which part of your ad account does Facebook automatically set based on your profile location?

• Currency and Time Zone
• Payment Settings
• Account Spending Limit
• Business Information and Advertising Purpose

12. True or False: Clicking the “gear” icon in the bottom corner of Ads Manager’s left sidebar will bring you to the Settings menu.

• True
• False

13. Which of the following shows the correct order of actions you need to take at the ad level?

• write copy → add photos and videos → choose format → define destination
• add photos and videos → write copy → choose format → define destination
• choose format →  add photos and videos → write copy → define destination
• choose format → define destination → write copy → add photos and videos

14. What is the third step in the campaign-creation process in Ads Manager?

Answers

• Creating your ads—choosing the ad format and then adding videos or photos, writing copy, and defining your destination.
• Select where ads will be seen through placements
• Create a Lookalike Audience based on website visitors
• Align the business goal to an advertising objective

15. In which major section of Ads Manager (found in the top navigation bar) would you create, schedule, and manage your organic and paid posts?

Answers

• Engage Customers
• Manage Business
• Advertise

16. True or False? Ads Manager’s Advertise section lets you access Audience Insights, get deeper analytics about how people interact with your business

Answers

• False
• True

Week 2

Which Facebook ad campaign objective group includes objectives to create initial awareness of your brand?

• Awareness

• Consideration
• Conversions
• Traffic

What type of budget tells Facebook how much you’re willing to spend over the entire runtime of your campaign?

• Campaign budget
  • Ad Set budget
  • Campaign Budget Optimization

• Lifetime Budget

Which bid strategy does Facebook recommend you select in Ads Manager?

• Cost Cap

• Lowest Cost

• Target Cost
• Bid Cap

If you’re doing a split-test, which variable should you change if you want to see whether one image-text combination gets more leads than another?

• Creative

• Placement
• Audience
• Delivery Optimization

Which variable in a split test compares how effective your ads are at reaching different audiences or demographics?

• Placement

• Audience

• Delivery Optimization
• Creative

Which bid strategy tells Facebook to bid with the goal of getting you the lowest possible cost per desired action, while also spending your entire budget by the end of the campaign?

• Cost Cap
  • Target Cost

• Lowest Cost

• Bid Cap

Find the Campaign Objective that Matches Your Business Goal Practice Quiz

1. Which marketing goal group focuses on encouraging customers to purchase or use your product or service?

Answers

• Consideration
• Awareness
• Conversion
• Traffic

2. Which specific ad campaign objective promotes traffic to your brick and mortar store?

Answers

• Reach
• Conversion
• Brand Awareness
• Store Traffic

3. If you choose the Traffic objective on Ads Manager, Facebook will show your ad to people who are:

Answers

• Likely to click through to your website
• Likely to sign up for your newsletter
• Likely to visit your physical store
• Likely to buy your product

4. A car dealership wants to receive data information on Facebook from potential customers to increase test drives. Which ad objective is appropriate for this business?

Answers

• Traffic
• Engagement
• Lead Generation
• Brand Awareness

5. An animal shelter wants to raise awareness that there’s going to be an influx of pets from breeding season up for adoption. They specifically want to target people who have demonstrated online interest in animals and animal adoptions.

Which ad objective is appropriate for this business?

Answers

• Engagement
• Brand Awareness
• Lead Generation
• Traffic

Determine Your Campaign Objective and Budget Quiz

6. Which Facebook ad campaign objective group includes objectives that get people to consider, seek information about, and engage with your product or service?

Answers

• Awareness
• Consideration
• Conversions
• Traffic

7. A nonprofit is creating a newsletter and wants to optimize towards collecting email addresses to send it to. Which objective should the nonprofit apply?

• Video Views
• Store traffic
• Brand Awareness
• Lead Generation

8. Which feature in Ads Manager allows Facebook to dynamically assign budget to ad sets based on their performance, therefore maximizing your spending efficiency?

Answers

• Daily budget
• Ad Set budget
• Campaign Budget Optimization
• Lifetime Budget

9. Let’s say you have an expected revenue of $100,000. With the Rule of Thirds in mind, what should your upper limit for advertising spending be in dollars?

• 33,333
• < 33,333
• > 33,333

10. Which bid strategy limits what Facebook can bid in every single auction?

Answers

• Target Cost
• Bid Cap
• Cost Cap
• Lowest Cost

11. Which bid strategy is best for maximizing the number of outcomes for your budget, while keeping the average cost per outcome below a certain amount?

Answers

• Bid Cap
• Target Cost
• Cost Cap
• Lowest Cost

12. If you’re doing a split-test, which variable should you change to compare how effective your ads are at reaching different demographics?

Answers

• Creative
• Placement
• Audience
• Delivery Optimization

13. Which variable in a split test compares automatic placements with specifically chosen ad placements?

Answers

• Placement
• Audience
• Delivery Optimization
• Creative

Week 3

The three audience types you can create in Ads Manager are Core Audiences, Lookalike Audiences, and _____________?

• Custom Audiences

• Creative Audiences
• Tailored Audiences
• Personalized Audiences

An apparel company known for its line of t-shirts and hoodies is trying to boost an accessories line it launched last year, but they can't seem to get it to pick up.

They know they have sales, and they know they have visitors to the product page, but they can't connect the two. Retargeting their core audience doesn't seem to be working. They recently installed the Facebook pixel on the website.

What course of action can they now take?

• They can use the pixel to give them a list of names of accessory buyers, who they can reach out to directly and invite to be brand ambassadors
  • The pixel can design and create more attractive advertising that might attract new consumers, but they'll still need to cast a wide net to find them

• They can track visitors to the accessories webpage, create a custom audience of those visitors, and use the lookalike audience to target new potential customers who fit the characteristics of the niche buying segment

• The pixel actually won't be able to help them in this situation

Often scheduling your ads is very useful, but it could also be harmful. In what way could it be harmful to your campaign?

• It targets a specific audience who is on at certain times of day

• It limits ad delivery and so you could miss out on conversions outside of your scheduled window

• It targets a high traffic time of day
• It increases your budget

A mobile app-based company wants to improve their advertising, and wants to start playing around with Manual Placements to see if that improves their return. Of the four responses below, which would be a good place to start?

• Set their ad placements to Desktop only
  • Set their ad placements to Messenger only
  • Set their ad placements to Audience Network only

• Set their ad placements to Mobile only

Your company is focusing on brand awareness, and getting the word out about who they are and what they do. The strategy is a steady, consistent placement of ads. You also only know what your budget is on a week-to-week basis.

What type of budget would you choose on Ads Manager?

• A Daily Budget, which gives you more or less ads, depending on the day, and which will use your budget as needed.
  • A Lifetime Budget, which gives you more or less ads, depending on the day, and which will use your budget as needed.

• A Daily Budget, which will fit the desire to place ads steadily, and keep a daily cap.

• A Lifetime Budget, which will fit the desire to place ads steady, and keep a daily cap.

Creating an Audience in Ads Manager Practice Quiz

1. Why is targeting your audience important? (Choose all that apply)

Answers

• Find potential customers based on characteristics and behaviors who may be interested in your products or services
• It guarantees you future sales
• Better optimize your ad spend, time, and resources
• Better match your customers and your products

2. What are the types of audiences you can create in Ads Manager?

Answers

• Page Followers, Website Visitors, and App Users
• Core Audience, Page Followers, and Engagement
• Core Audience, Custom Audience, and Lookalike Audience
• Custom Audience and Lookalike Audience

3. What criteria categories can you adjust when you create a Core Audience?

Answers

• Location, Age, Gender, Demographics, Interests, and Behaviors
• Demographics, Interests, and Behaviors
• Location, Age, Gender, Network, Friends, and Other
• Time Zone, Zip Code, Demographics, and Behaviors

4. Which of the following events can the Facebook pixel track?

Answers

• Placing an item in a shopping cart
• Submitting an online form
• Visiting a specific webpage
• All of the above

5. Which of the following are ways to create a Custom Audience? (Choose all that apply)

Answers

• Use data based on a person’s browsing history
• Use data from Facebook’s SDK installed on your app
• Upload a customer list
• Use data based on Facebook information, such as people who watch a specific video or people who have interacted with your Instagram profile

6. Which Custom Audience is better?

Answers

• Typically a smaller, more specific audience is the best
• Typically a bigger audience from one location is best
• Typically a smaller, really broad audience is best
• Typically a bigger, really broad audience is best

7. If a business wants to retarget customers who previously purchased an item from its website, what audience type should it use?

Answers

• Page followers
• Behaviors
• Lookalike Audience
• Custom Audience

Select Your Audience, Placements and Schedule Quiz

8. The three audience types you can create in Ads Manager are Custom Audiences, Lookalike Audiences, and _____________?

Answers

• Core Audiences
• Creative Audiences
• Personalized Audiences
• Tailored Audiences

9. An apparel company known for its line of t-shirts and hoodies is trying to boost an accessories line it launched last year, but they can't seem to get it to pick up.

They know they have sales, and they know they have visitors to the product page, but they can't connect the two. Retargeting their core audience doesn't seem to be working.

Why would installing the Facebook Pixel be a good idea?

Answers

• The Pixel will manage and schedule their social media content, so they can have a better strategy for targeting their audience
• The Pixel is like Google Analytics, so it’ll provide web metrics content
• The Pixel will allow them to track events customers take — like website visits, start purchases, and completed purchases — so that they can create custom audiences and target audiences for their new product line
• The Pixel will start collecting names and purchasing history to create a database for them

10. A local bookstore has been in a town for thirty years, owned by one family. The daughter is now taking over the business. She has plans to upgrade the store’s website and create a social media presence for it.

They already have a massive list of customers stored in their internal database from sales tracking and newsletter signups.

How could they easily begin targeting their audience online using Ads Manager?

• Email each person individually with a link to the bookstore’s social media profiles, asking if they’ll follow
• Upload all that customer data to create a Custom Audiences to begin targeting their audience online
• Start from scratch on Ads Manager by creating a Core Audience
• Ask customers in the store if they like to buy books online, and note their names for future reference

11. A commercial baking supply company can't seem to crack the code on their marketing. You’ve been brought in to help, and wonder if the fact that bakers work overnight is playing a factor in this.

You find that Insights tells you that your target audience is on Facebook mostly late evening/early morning, while ads were scheduled during the afternoon/peak hours. Why is this good to know?

Answers

• It shows that there’s a connection between when the audience is online and ad placement
• It shows that there’s a connection between what your audience clicks on and when you schedule ads
• It shows that ads scheduled during the afternoon/peak hours work best
• It shows that you need to be aware of when your audience is online in order to schedule ads accordingly

12. It shows that you need to be aware of when your audience is online in order to schedule ads accordingly

Answers

• Set their ad placements to Desktop only
• Set their ad placements to Mobile only
• Set their ad placements to Messenger only
• Set their ad placements to Audience Network only

13. You've taken over ads management for a business who hasn't been finding success in their advertising. When you look at their Insights, you see that their audience is usually online on the weekends. Yet when looking at the budget, you see that they chose Daily Budget.

In this situation is Daily Budget the best setting for their budget?

Answers

• Daily Budget and scheduling have no correlation
• No, the Daily Budget will spend a certain amount daily, whether your audience is on or not — which means they are spending money on ads that run during the week and aren’t reaching the target audience
• Yes. The Daily Budget will adjust to spending nothing on days your audience isn’t online
• Yes, it’s best to get ads out every day, whether the audience is online or not

14. You’ve recently stepped in to run ads for an e-commerce business. They've run multiple ad campaigns, but saw a lot lower actions taken than they thought they would see.

You investigate their Core Audience settings, and find the location set to three neighborhoods in San Francisco, the age set to 25-30, and just one detailed targeting criteria. What does this tell you?

• They set their audience up too broadly, so their Audience Size was too big, and didn’t get them the right audience they needed
• They set their audience up too narrowly, so their Audience Size was too small, and didn’t get them the reach they needed
• They set their audience up too narrowly, but that’s okay – they can just keep trying
• Their Core Audience looks fine, and you’re not sure why there’s a problem

15. A quick service restaurant client is launching a new delivery service and wants to build awareness of the service to a large number of people. The client wants to launch a campaign that reaches people ages 18-34 who are interested in food and dining. The client has two creatives: a ThruPlay video and a 6-second video.

Which objective and placements should the client use?

• Lead Generation objective on Facebook feed and Instagram Stories
• Traffic objective on Instagram Stories, Instagram feed and Facebook feed
• Reach objective on Instagram Stories, Instagram feed and Facebook feed
• App Installs objective on Facebook feed and Instagram feed

16. Which example below best fits the concept of a "target audience"?

• A Millennial city-dweller who loves fitness seeing an ad for a new treadmill gym opening in their neighborhood
• A marathon runner seeing ads for junk food
• An arts-and-culture leader in the community seeing ads for college sports
• An artist in the Southwest seeing an ad for an art supply sale from a brick-and-mortar store in the Northeast

17. A movie theater just opened in New York City. They show classic, foreign, and art-house films, and do theme weeks, film festivals, and actively promote local filmmakers, bringing them in for discussions of their films.

You're creating a Core Audience for them. What criteria would you probably choose?

• Location: New York City

Age: 30-60

Gender: All

Detailed Targeting: Filmmaking, Art Film, Movies, Short Films, Documentaries

• Location: Metro New York City Area

Age: 40-60

Gender: Men

Detailed Targeting: Movies, Road Movies, Motorsports, Auto Racing

• Location: Northeast USA

Age: 18-30

Gender: All

Detailed Targeting: Movies, Action Movies, Console Gamers, Gaming, RPG

• Location: New York State

Age: 30-40

Gender: Women

Detailed Targeting: Visual arts, performing arts, art film, museums, galleries

Week 4

A hardware business wants users to immediately be able to browse its pipe collection, which contains more than 25 types of pipe of varying lengths and widths. Which ad format should the retailer use to meet these requirements?

• Slideshow
  • Single image

• Collection

• Carousel

An advertiser is looking to change an ad campaign’s budget. Where should the advertiser navigate in Ads Manager?

• Ad level
  • Ad account level

• Campaign level

• Ad set level

True or False? When creating image-based ads, you should crop them to make sure they look great in a square, vertical, and horizontal format.

• True

• False

You design a PSA ad for a campaign that raises awareness about the dangers of drunk driving, and your image is a photo of a dead body after a drunk-driving accident. Is Facebook likely to reject this campaign for violating its Ad Policies?

• Yes

• No

What is a valid reason that an ad would be rejected by Facebook?

• The ad used a video ad that was originally created for television

• An image within the ad focused on individual body parts

• The link to the landing pages included content that was relevant to the ad
• Lead ads were used to receive email, first name and phone number

A new alcoholic seltzer company wants to compete in a crowded market by creating a video ad campaign which people will remember when they go to the store. Which metric should the company use to evaluate the success of the campaign?

• Estimated Ad Recall Lift

• Impressions
• Reach
• Conversions

How to Create Your Ads in Ads Manager Practice Quiz

1. A business wants to sell products online. What ad format clearly displays both a video and a product?

Answers

• Slideshow
• Stories
• Collection
• Video

2. A new nail polish company is creating an ads campaign for the launch of their new fall line with nine different colors. In the ad all new colors must be shown to the audience. However, the business doesn't know which new products will best sell.

The business wants to link each style page directly to the product with a call-to-action purchase button. Which ad format should the retailer use to meet these requirements?

Answers

• Single image
• Collection
• Slideshow
• Carousel

3. In the Identity section, all ads are required to be associated with what?

Answers

• An Instagram Account
• A profile
• A Facebook Page
• An Audience Insights Account

4. True or False: Ads Manager automatically shortens ad text depending on the placement your ad receives.

Answers

• False
• True

5. If, when you create an ad, your photo is too large for a square or horizontal format, you should:

Answers

• Crop the photo
• Pick a new campaign objective
• Pick a new photo
• Pick a new ad format

6. Which of the following things could cause Facebook to reject your ad campaign while it’s in review?

Answers

• Advertising to Teenagers
• “Shock and Scare” Violence
• Sexual Content
• Vulgar Language

7. What is a valid reason that an ad would be rejected by Facebook?

• The link to the landing pages included content that was relevant to the ad
• An image within the ad was relevant to its message
• The ad used before-and-after weight loss photos
• The ad used a video ad that was originally created for television

Create Your Ads and Evaluate Your Campaign Results Quiz

8. Which ad format allows you to showcase up to 10 images or videos within a single ad, each with its own link?

• Collection
• Single Image
• Carousel
• Single Video

9. A men's retail business is launching a new shoe line with eight different style/color combinations. All styles must be shown to the audience. However, the business doesn't know which new products will best sell.

The business wants to link each style page directly to the product to receive pixel information. Which ad format should the retailer use to meet these requirements?

Answers

• Slideshow
• Video
• Single image
• Carousel

10. An advertiser is delivering a Facebook campaign and recently created an Instagram business profile. In Ads Manager where should the advertiser navigate in order to include the Instagram business profile in the campaign?

Answers

• Ad set level
• Campaign level
• Ad account level
• Ad level

11. True or False? When creating image-based ads, you should crop them to make sure they look great in a square, vertical, and horizontal format.

Answers

• True
• False

12. You design an ad for a campaign that markets skate shoes to teens. Is Facebook likely to reject this campaign for violating its Ad Policies?

Answers

• No
• Yes

13. What is a valid reason that an ad would be rejected by Facebook?

Answers

• The ad contained sexually suggestive images.
• The link to the landing pages included content that was relevant to the ad
• An image within the ad was relevant to its message
• Lead ads were used to receive email, first name and phone number

14. Which KPI measures how many times someone clicked an ad to reach your website?

Answers

• Estimated Ad Recall Lift
• Conversion Events
• Post Engagements
• Landing Page Views

15. A candy company delivers a campaign to generate maximum sales of its candies. Which metric should the company use to evaluate the success of the campaign?

Answers

• Conversions
• Reach
• Clicks
• Impressions

Week 5

What feature is unique to Instagram Stories and Facebook Stories?

• Reactions (e.g. likes)
  • Sound controls
  • Vertical creative

• Content disappears after 24 hours

• Short videos

What is the minimum criteria a company must meet to receive the "very responsive to messages" badge?

• A response rate of at least 80% and a response time of less than 20 minutes
  • A response rate of at least 95% and a response time of less than 15 minutes

• A response rate of at least 90% and a response time of less than 15 minutes

• A response rate of at least 70% and a response time of less than 30 minutes

What is a benefit of using a Facebook ad instead of a regular Page post?

• Facebook ads can reach a more specific audience

• Facebook ads allow comments, likes, and shares
• Facebook ads let you share a slideshow
• Facebook ads offer video options
• Facebook ads do not appear in News Feed

Which role for managing your Facebook page is the lowest class of permissioning and has access to audience data?

• Jobs Manager

• Analyst

• Editor
• Moderator

A business decides to close its store early during the holidays and wants to make sure its customers are made aware organically. What should the business create?

• A Facebook event
  • A boosted Page post
  • A Facebook ad

• A Page post

• A Facebook group

You want to set a maximum bid amount for individual actions like link clicks and landing page views. What should you create?

• Facebook ad

• Advertising budget
• Instagram post
• Promoted post
• Boosted Page post

If your goal is to generate sales on your website, which Facebook campaign objective should you select?

• Brand Awareness

• Conversions

• Traffic
• Reach

What are the benefits of Facebook pixel? (Choose all that apply)

• Helps advertisers to create ad mock-ups

• Helps advertisers reach the right people

• Measures the results of an ad across devices

• Measures in-app activity

An advertiser wants to get a high-level view of how all of their campaigns are performing. Which level of Ads Manager should they view to see these results?

• Ad set level
  • Ad level
  • Campaign level
  • Business manager level

• Ad account level

Which two settings can be changed at the ad set level? (Choose all that apply)

• Image
  • Objective

• Bid amount

• Headline

• Placement

Which part of the Facebook total value ad auction equation tells you how much an advertiser is willing to pay to achieve their desired outcome?

• Advertiser Bid

• Total Value
• Ad Quality
• Estimated Action Rate

A retailer is opening a new store and wants to optimize towards generating more physical store visits to that location to claim exclusive offers. Which objective should the retailer apply?

• Lead Generation
  • Brand Awareness

• Store traffic

• Video Views

A brand has a new goal to get more people to see, share, like and comment on individual posts on Facebook and Instagram. Which campaign objective is appropriate for this brand?

• Engagement

• Increase likes
• Brand Awareness
• Conversions
• Lead Generation

A brand wants to send more people to the App Store to download its app. Which campaign objective is most relevant?

• App Lead Generation
  • App Conversions
  • App Reach
  • App Traffic

• App Installs

Which element is required to create a Custom Audience from website visitors?

• Facebook profile
  • User Cookie
  • Facebook Shop

• Facebook pixel

• Facebook SDK

Which audience creation tool should be used to create an audience of people who have signed up for a business's newsletter?

• Saved audience
  • Lookalike Audience
  • Core Audience

• Custom Audience

A business only has high-quality photos as creative assets. It's interested in testing video ads but doesn't have resources to create them. What solution should the business try?

• Single image
  • Stories

• Slideshow

• Instant Experience
• Carousel

True or False: You must have Lifetime budget selected in order to set a specific ads schedule (i.e. one with specified days and times).

• False

• True

A candy company creates a campaign to increase sales of its candies through its website. Which metric should the company use to evaluate the success of the campaign?

• Impressions

• Conversions

• Clicks
• Reach

Advertising with Facebook Quiz

1. Which interface can be used to set up a Facebook ad campaign?

Answers

• Facebook Insights
• Mobile Studio Advertising
• Facebook IQ ads
• Creative Hub ads
• Ads Manager

2. What are three primary uses of a Facebook business Page? (Choose all that apply)

• Sell products for less cost
• Connect with potential employees
• Share videos
• Connect with customers
• Have an online storefront for the business

3. Which of the following statements are true about Instagram Stories Ads? (Select all that apply)

Answers

• Stories on Instagram give you an immersive, full-screen vertical format to bring your business to life.
• Stories have an intimate and personal feel that allows people to be more immersed and in the moment.
• Instagram ads only appear in people’s stories for 24 hours.
• Stories ads appear between Instagram posts in your feed.

4. What is a similarity between a boosted post and Facebook ad?

Answers

• Both require budget to be shared with a wider audience
• Both increase audience engagement
• Both are designed to make people shop on your website
• Both are created in Ads Manager
• Both use advanced targeting capabilities

5. Which two types of posts can be boosted on Facebook? (Select all that apply)

• Events organized by the business
• Events posted on a personal account
• Special offers
• Location posts
• Profile posts

6. What is the first step required to establish a business presence on Facebook?

• Create an event
• Create a post
• Pay to set up your business account
• Create a page
• Create an ad

7. Which of these is an ad account permission granted to the analyst role?

Answers

• Pause ad campaigns
• Edit payment method
• Manage admin permissions
• Access reports
• Create and edit ads

8. Which feature is available for an unpaid (organic) post on a Business Page?

Answers

• Select an objective
• Add a video
• Assign a budget
• Select a placement

9. When you begin a new campaign on Ads Manager, what is the first step in the process?

• Create a Lookalike Audience based on website visitors
• Select where ads will be seen through placements
• Align your marketing goal with a campaign objective
• Produce the right creative for the campaign

10. Which type of budget in Ads Manager lets you control how much money you spend on each ad set?

Answers

• Campaign budget
• Lifetime Budget
• Campaign Budget Optimization
• Ad Set budget

11. What is the main difference between the Traffic and Conversions objectives?

Answers

• The Traffic objective optimizes for actions, while the Conversions objective optimizes for clicks.
• The Traffic objective uses a single-image ad and the Conversion objective uses the slide-show format.
• The Traffic objective optimizes for views, while the Conversions objective optimizes for reach.
• The Traffic objective optimizes for reach, while the Conversions objective optimizes for views.
• The Traffic objective optimizes for clicks, while the Conversions objective optimizes for actions.

12. What action does a business want its customers to take if it selects Traffic as its campaign objective?

• Make a purchase
• Comment or react to the ad
• Visit business website
• Remember an ad
• View a video

13. Where is the pixel installed?

Answers

• Personal Facebook Page
• Facebook business Page
• Ads Manager
• Business website
• Business App

14. Which two ad placement platforms are available when you create an ad in Ads Manager? Choose two.

Answers

• Audience Network
• Audience Insights
• Twitter
• Instagram Feed
• Facebook Page

15. What is a valid reason that an ad would be rejected by Facebook?

Answers

• The ad used a video ad that was originally created for television
• The link to the landing pages included content that was relevant to the ad
• An image within the ad focused on individual body parts
• Lead ads were used to receive email, first name and phone number

16. Which two variables are available for A/B tests? (Choose all that apply)

Answers

• Audience
• Bid type
• Objective
• Placement
• Bid Cap

17. An advertiser is about to deliver a Facebook campaign. Where should the advertiser navigate to in Ads Manager to include Instagram in the campaign?

Answers

• Ad account level
• Ad level
• Campaign level
• Ad set level

18. Which part of the Facebook total value ad auction equation tells you the numerical score Facebook assigns to an ad through the auction?

• Total Value
• Advertiser Bid
• Estimated Action Rate
• Ad Quality

19. A car dealership wants to receive contact information on Facebook from potential customers to increase test drives. Which ad objective is appropriate for this business?

Answers

• Engagement
• Traffic
• Lead Generation
• Brand Awareness

20. A new ecommerce company wants more people to start conversations through Messenger or WhatsApp for customer service. Which campaign objective should be used to meet this business goal?

Answers

• Messages
• Reach
• Click to chat
• Engagement
• Lead Generation

21. A business wants to acquire new customers and increase sales. Which strategy should the business select?

Answers

• Reach more people through the Video Views objective and retarget them with lead ads
• Create a campaign with the Lead Generation objective and contact its leads with relevant information
• Create a campaign with the Conversions objective
• CollecUse the reach objective to generate more traffic to the websitetion
• Use the Engagement objective to interact with its audience

22. If a business wants to retarget customers who previously purchased an item from its website, what audience type should it use?

Answers

• Custom Audience
• Behaviors
• Lookalike Audience
• Page followers

23. Who do businesses try to reach with a lookalike audience?

Answers

• People who have visited the website of the advertiser
• People for whom the business has contact information
• People who have indicated certain interests
• People who have shown interest in the brand in the past
• People who have a similar profile to an existing audience

24. A business wants to sell products online. What ad format clearly displays both a video and a product?

Answers

• Collection
• Stories
• Video
• Slideshow

25. What is an advantage of using the slideshow format when designing an ad for mobile?

• It uses 3D animation
• It always puts the brand first
• It is the most interactive ad format
• It works well in areas with limited connectivity

26. In order to access the ad scheduling feature in Ads Manager, which setting must you select?

Answers

• Daily budget
• Automatic placements
• Lifetime budget
• Accelerated delivery

27. A business wants to forecast the reach of their ad set. Which tool should an advertiser use to perform this task?

• Attribution
• Audience Insights
• Analytics
• Estimated daily results

28. You have created a campaign with multiple ad sets and individual ads. You want to know the amount spent on a specific ad set. Where can this be found?

• The Ad Set tab within Ads Manager in the Budget column
• The Campaigns tab within Ads Manager in the Amount Spent column
• The Campaigns tab within Ads Manager in the Budget column
• The Ad Set tab within Ads Manager in the Amount Spent column

29. Which KPI estimates how many people would remember seeing your ad if they were asked within two days?

• Estimated Ad Recall Lift
• Conversion Events
• Post Engagements
• Cost per Link Click

30. Which of the following are GDPR data protection obligations for companies who collect data? (Select all that apply)

• Companies must designate people whose job it is to protect the data they receive
• Companies are prohibited from collecting certain data categories (like ethnicity or sexual orientation)
• Companies must document their advertising targeting criteria on their website
• Companies must alert people within 72 hours if their personal data was leaked

Course 5 – Measure and Optimize Social Media Marketing Campaigns

Week 1

A business wants to evaluate their campaign, and specifically wants to look at how much revenue they made versus how much they spent on advertising. This measurement would be:

• LTV
  • CPR
  • ROI

• ROAS

A business wants to evaluate how much they're spending on their customers, versus how much their customers go on to spend. If they want to see how much they spent for a customer to take action on a campaign, that measurement would be:

• LTV
  • ROAS
  • ROI

• CPR

A business is setting up a campaign, and is thinking ahead to which metrics they would want to track. Which KPIs would you track for a conversion campaign?

• Purchases, store visits, or lead generation

• Reach, impression, or brand awareness
• Likes, traffic, or engagement
• None of the above

A business set up an awareness campaign, a consideration campaign, and a conversion campaign to get new customers to their first purchase. If they spent $10,000 total and got 500 new customers, what was their Customer Acquisition Cost?

• $50 per customer

• $20 per customer

• $5 per customer
• $100 per customer

A business is trying to get a better return on their ad spend — they've been hovering around 1.5 — and they're hoping this last campaign helped. It ran at $400 ad spend a month for three months, and they generated $1500 in revenue. How did they do?

• Better — their ROAS went up by .5

• Worse — their ROAS went down by .25

• Better — their ROAS went up by .1
• Worse — their ROAS went down by .5

A business ran a consideration campaign, where their Cost Per Result was $0.50. Considering their previous campaign returned a Cost Per Result of $0.75, how did they do?

• There's no way to tell

• Better — their Cost Per Result went down

• Worse — their Cost Per Result went down
• Better — their Cost Per Result went up

ROAS & ROI Practice Quiz

1. DCB Cleaning ran an $800 campaign for businesses with new locations, offering one month of cleaning services for $300. They had 10 new clients sign up.

What was the ROAS of the campaign?

Answers

• 0.375
• 26.67
• 3.75
  
  
  
  
  

2. DCB Cleaning ran another campaign targeting big businesses looking to switch their cleaning services, offering a six month commitment for $1000. The campaign ran for three months, at $200 per month, and gained 6 new clients.

What was the ROAS?

Answers

• 1.67
• 5
• 30
• 10

3. DCB Cleaning ran a campaign to get people to download their app, knowing that for every five downloads, they generate $200 in revenue. The campaign cost $1000 and they received 75 downloads.

What was the ROAS?

Answers

• 3
• 1
• 15

4. Inu + Neko is launching a new product line on their website: bandanas for dogs. Each one costs $10, and in the month of their $800 campaign they sold out all 200 bandanas.

What was the ROAS?

Answers

• 2.5
• 25
• 0.25

5. Each bandana cost Inu + Neko $2 each to make. Remember that they sold 200 bandanas at $10 a piece and spent $800 on an ad campaign.

What was their ROI on the campaign?

(Round your answer to the nearest hundredth)

Answers

• 2
• 0.67
• 1.57

6. (Continued from Question 5) Having spent $800 on their ad campaign, Inu + Neko sold out of their initial stock of 200 bandanas. They also collected 500 preorders. What is their ROAS now?

Note: You do not need to take the cost of materials into account for the ROAS calculation.

Answers

• 0.875
• 8.75
• 6.25

7. Inu + Neko ran another campaign driving traffic to their website, which cost them $1000 over the course of two months. They received 2,000 new website visits, each of whom averaged out to $5.50 a purchase.

What was the ROAS?

Answers

• 2.75
• 11
• 2

8. Calla & Ivy ran a lead generation campaign for a free bouquet, knowing that one out of every four people eventually spend $50. They received 200 sign-ups for a campaign that cost $200.

What was the ROAS?

Answers

• 12.5
• 1
• 50

9. It costs Calla & Ivy $10 in materials to make each free bouquet. Keep in mind that they spent $200 on their marketing campaign and 50 of their 200 sign-ups each resulted in a $50 purchase. Only those who signed up and made a purchase received a free bouquet.

What is their ROI?

Answers

• 4.75
• 12.45
• 40
• 2.57

10. Calla & Ivy ran a campaign to boost app downloads, knowing that one out of every six people eventually purchase a subscription for $100. They spent $800 on the campaign and received 48 downloads.

What was the ROAS?

Answers

• 2.88
• 6
• 0.75
• 1

Cost Per Result Practice Quiz

11. Inu + Neko has recently run a number of campaigns, and is calculating the Cost Per Result of each. First, they start with a reach campaign, which generated 1,000 impressions for a $200 campaign. What was the Cost Per Result?

Answers

• $2.00
• $0.02
• $0.20

12. They ran another reach campaign spending the same amount ($200) and changed some of their settings. This time, they generated ten times more impressions than the last campaign, which generated 1,000 impressions. What was the Cost Per Result?

Answers

• $0.20
• $0.02
• $200

13. Their next campaign was a lead generation campaign. They know that every five leads converts into a $20 sale. The campaign cost $800, and they generated 1,000 leads. What was the Cost Per Result?

Answers

• $0.25
• $4.00
• $0.80

14. They ran another lead generation campaign, which cost them $200 per month for four months. Over that four months they brought in 2,000 leads, double the amount of leads as before. What was the Cost Per Result?

Answers

• $0.025
• $0.40
• $0.10

15. Next, they ran a campaign to increase views on their grooming videos. They allocated a $10 daily budget for the month of September, which has 30 days. They received 75 plays by the end. What was the Cost Per Result?

Answers

• $0.13
• $4.00
• $0.40

16. Not liking the Cost Per Result of the previous campaign, Inu + Neko ran another campaign and adjusted their settings in Ads Manager. They spent the same amount, $300, and received 300 views, which is four times the previous amount. What was the Cost Per Result?

Answers

• $2.00
• $1.00
• $0.25

17. Inu + Neko is trying to drive more traffic to the new products on their site, and set up a conversion campaign, allotting $500 a month for six months. At the end of that time they made $20,000 in sales from 600 customers. What was the Cost Per Result?

Answers

• $2.00
• $5.00
• $0.15

18. Inu + Neko wants to test out Catalogue Sales to showcase more inventory from their online store. They set up a campaign that cost $1500 total and lasted three months, and got 200 conversions for a total of $6000 revenue.

What was the Cost Per Result?

Answers

• $0.75
• $0.25
• $7.50

19. Inu + Neko set up a traffic campaign to drive visitors to their website, paying $200 a month for five months. Over the course of that time, they gained 10,000 new visits, half from advertising and half from organic. What was the Cost Per Result?

Answers

• $0.02
• $0.10
• $0.20

20. After that campaign, they changed some of their settings, but set up the same five month campaign at the same price. After that time, they gained another 10,000 visitors, three-quarters of which came from organic traffic. What was the Cost Per Result?

Answers

• $0.13
• $0.05
• $0.40

LTV Practice Quiz

21. Calla & Ivy want to figure out the lifetime value of their customers. They know that an average person spends $50 a month, and the average lifespan of a customer is 5 years. What is the LTV?

Answers

• $3000
• $250
• $600

22. Calla & Ivy are now trying to figure out some of the components of lifetime value for a particular demographic that comes into the store to buy flowers. This demographic made 100 purchases and spent $12,000 in the last month. What is their Average Purchase Value?

Answers

• $1200
• $120
• $12,000

23. Next, Calla & Ivy want to figure out the purchase frequency. There were 50 people in this demographic that made purchases last month. What is the Average Purchase Frequency Rate per month? You need to use the information in Question 2 to figure this one out.

Answers

• .5
• 240
• 2

24. What is the Average Customer Value per month for this particular demographic? You need to use the information in Questions 2 & 3 to figure this one out.

Answers

• $120
• $60
• $240

25. If the average lifespan of a customer is 5 years, what is the LTV per customer for this demographic? You need to use the answer from Question 4 to figure this one out.

Answers

• $5,000
• $14,400
• $1,200

26. Inu + Neko are now trying to calculate the LTV of their customers. Last month, they made $30,000 over 1500 purchases. What was their Average Purchase Value?

Answers

• $2,000
• $20
• Cannot determine with the information given

27. As for Inu + Neko's purchase frequency, they were able to see that 1000 people bought something at the store. What is the Average Purchase Frequency Rate per month? You need to use the information in Question 6 to figure this out.

Answers

• 15
• 1.5
• 30

28. What is the Average Customer Value per month? You need to use the information from Questions 6 & 7 to figure this out.

Answers

• $1.5
• $15
• $30

29. If the average lifespan of a customer is 12 years (the lifetime of their pet), what is the LTV per customer? You need to use the answer from Question 8 to figure this out.

Answers

• Cannot be determined with the information given
• $4320
• $360

30. Remembering that there were 1500 purchases made and the APV was $20, what would Inu + Neko's LTV be if only 500 people bought something at the store?

Answers

• $7000
• $12,960
• $8640

Evaluate Your Marketing Results Against Goals Quiz

31. A business wants to evaluate their campaign, and specifically wants to look at how much net profit after investments they made versus how much they spent on advertising. This measurement would be:

Answers

• CPR
• ROAS
• ROI
• LTV

32. A business wants to evaluate how much they're spending on their customers, versus how much their customers go on to spend. If they want to see how much a customer will spend during the time they're a customer, that measurement would be:

Answers

• CPR
• LTV
• ROI
• CAC

33. A business is setting up a campaign, and is thinking ahead to which metrics they would want to track. Which KPIs would you track for an awareness campaign?

Answers

• Reach, impression, or brand awareness
• Likes, traffic, or engagement
• Purchases, store visits, or lead generation
• None of the above

34. A business set up an awareness campaign, a consideration campaign, and a conversion campaign to get new customers to their first purchase. They spent $3000 on the awareness campaign, $2000 on the consideration campaign, and $2000 on the conversion campaign. At the end of it, they got 140 new customers.

What was their Customer Acquisition Cost?

Answers

• $40 per customer
• $50 per customer
• $60 per customer
• $20 per customer

35. A company recently increased the price of one of their products. The product costs $1 to make, and previously they charged $5, but just increased the price to $7. If they spend the same amount on advertising ($1000), and sell the same amount of products (500) during a specific time period, how does their ROI change?

• ROI stays the same
• ROI goes from 2.5 to 3.5
• ROI goes from 0.67 to 1.33
• ROI goes from 3.2 to 2.3

36. A marketing manager is attempting to collect data on their campaign. Where could they find information about how their paid and organic content did?

• Facebook Ads Manager
• Facebook Insights
• A third party site like Hootsuite
• All of the above

37. A coffee shop's average customer comes in twice a week, and spends $5 on each purchase. An average customer will spend five years frequenting that coffee shop. What is their lifetime value?

• $1,300
• $5,200
• $2,600
• $3,000

38. A business recently ran an awareness campaign, where they spent $200 a month for three months. At the end of that time they gained 2000 impressions. What was their Cost Per Result?

• $0.10
• $0.20
• $0.30
• $0.40

39. A business wants to see how well its campaigns are going. They've had an ROAS of around 3 in the past, and want to get a bigger return than that. They spent $600 and sold $2,100 worth. How did they do?

Answers

• Worse — their ROAS went down by .5
• Better — their ROAS went up by .5
• Better — their ROAS went up by 1
• They stayed the same

40. A business determined that they spent $50 to acquire a customer. What would be included in that amount?

Answers

• Money spent on awareness campaigns
• Money spent on consideration campaigns
• Money spent on conversion campaigns
• All of the above

Week 2

How might a Brand Survey Test on the Facebook platform help an advertiser?

• It shows you what people think of your ad
  • It helps evaluate the incremental lift in conversions resulting from your campaign.
  • It tells you how you could improve your advertising creative to make your campaign more effective

• It shows the incremental lift in ad recall caused by a brand awareness focused campaign, thus helping to evaluate the effectiveness of that campaign

Which of the following are elements of an experimental design?

• Treatment Group

• Control Group

• Treatment Variable

• Variable Group

You want to run an experiment for your company’s advertising campaign. When designing your experiment, you randomly assign people to a control group and a treatment group. Studies that use this type of experiment are referred to as:

• Incremental Impact
  • Brand Survey Test

• Randomized Control Trials (RCTs)

• Holdout Test

Imagine you want to track customer actions taken on your company’s app. Which Facebook tool would be most helpful?

• Facebook Pixel

• The Facebook SDK

• Offline Conversions

What does it mean when Facebook says it uses Intention to Treat (ITT) in advertising effectiveness tests?

• It means that people who are part of the test (or treatment) group in an experiment will remain in that group, even if they ended up not seeing the ad that was intended for them in the test

• It means that people are randomly assigned to the test or the control group
• It means that Facebook splits the audience evenly in a test and control group.
• It means that Facebook will only count the results from people in the test group if they ended up seeing the ad that was intended for them.

What is the difference between a Holdout Test and a Brand Survey Test on Facebook?

• A Holdout Test measures the effect of your ads on conversions, whereas a Brand Survey Test measures the effect of your ads on ad recall and other brand related metrics measured through the use of a survey

• A Holdout Test evaluates the effect of your ads on conversion lift whereas a Brand Survey test evaluates the effect of your ads on link clicks
• A Holdout Test uses a test and a control group and a Brand Survey test does not
• A Brand Survey Test evaluates the effect of your ads by polling people on ad recall, whereas a Holdout Test measures the effect of your ads by asking people whether they bought your product

What is an acceptable confidence level for your test?

• Anything above 75%
  • Depends on the test

• 90% and above

• Between 80-85%

Introduction to Advertising Effectiveness Measurements Practice Quiz

1. Experiments use a treatment and a control group. Which of the following correctly describes how the treatment and control group differ when testing advertising effectiveness?

Answers

• The treatment group may see your ad, the control group won’t see your ad
• People in the treatment group will see a different version of your ad from the people in the control group
• People in the treatment group will see your ad more often than people in the control group, who will only see your ad once
• People in the treatment group are guaranteed to see your ad, people in the control group won’t see your ad

2. When you decide to run an advertising effectiveness study using experiments, which 2 conditions should be met to make your study powerful?

Answers

• The advertising effectiveness test should use a randomized controlled trial (RCT) and assure everyone in the treatment group actually sees the ad
• The advertising effectiveness test should use a randomized controlled trial (RCT) design and use intention to treat (ITT)
• The advertising effectiveness test should use a treatment and a control group and you should make sure the people in the treatment group actually saw the ad
• The advertising effectiveness test requires that you evenly split the audience in a test and control group and the test should use intention to treat (ITT)

3. Why should you randomly assign people to the treatment or the control group in an advertising effectiveness test using experimental design?

Answers

• Randomly assigning people to the treatment versus the control group will help the advertiser choose who gets to see your ads and who doesn’t.
• Randomization helps to control for external effects, or variables that are harder to control. By randomly assigning people you try to vary the influence of external factors evenly across groups.
• By randomly assigning people to groups, they will see a random selection of ads which will help control any external variables that might affect results.
• By randomly assigning people to groups, you guarantee that people who are supposed to see an ad actually see the ad.

4. What does it mean if an experiment uses ‘Intention to Treat (ITT)’?

Answers

• ITT means that people who are assigned to a treatment group will stay in that treatment group, even if they did not receive the treatment for some unforeseen reason
• It means that it is your intention to show an ad to people in the treatment group
• ITT means that you randomly assign people to the treatment or the control group
• It means you won’t count the results for people in the treatment group who ended up not seeing the ad you had intended for them

Measure Your Advertising Effectiveness Quiz

5. Imagine you work in the marketing department of a large electronics company. You are planning to set up a new conversion campaign on Facebook focused on generating online sales for computer monitors. Your manager asks you to make sure you can report on the effectiveness of your campaign once the campaign is completed. How do you make sure you can fulfill her requirements?

• By setting up a Holdout Test before the campaign starts running
• By setting up a Brand Survey Campaign before the campaign starts running
• By running a Holdout Test after the campaign is complete
• By running a Brand Survey test after the campaign is complete

6. Imagine you run an online art supply store. You are looking to increase awareness of online purchases by 5 percentage points among the target audience within three months. Which test would best measure this goal?

Answers

• Brand Survey Test
• Holdout Test

7. True or false? If you want to run an experiment to test your advertising effectiveness, you have to plan it before you create and run your advertising campaign.

Answers

• True
• False

8. Why is it important to randomly assign people to the control or the treatment group in an experiment?

Answers

• It is helps to make sure that the people you intended to see your ad actually see it
• It helps the advertiser control who gets to see their ads
• It helps to minimize the effect of external variables outside of your control on the results
• It is necessary to make sure you have an equal number of people in the control and the treatment group

9. What do we mean by ‘control group’ in an experiment?

• The group for which the advertiser controls the ads they see
• The group that could potentially be exposed to the treatment
• The group that will have the biggest effect on your results.
• The group that won’t be exposed to the treatment

10. Imagine you run an online furniture store and want to see results or actions people took in-store, over-the-phone as part of Ads Manager reports and use this information in experiments like Holdout Tests. Which Facebook tool would be most helpful?

Answers

• Facebook Pixel
• The Facebook SDK
• Offline Conversions

11. A campaign's incremental impact is…

Answers

• People assigned to the test group who may be exposed to a treatment.
• Any difference between the groups is likely to have been caused by the ad or campaign.
• Conversions or sales created by an ad campaign.
• The group for which the advertiser controls the ads they see.

12. True or false: A Holdout Test uses a test and a control group and a Brand Survey test does not.

Answers

• True
• False
  
  
  
  
  

13. You run the marketing for a high end clothing retailer and recently ran a holdout test for your company’s Facebook ad campaigns. In Facebook Ad Manager, you look at your overview and observe how many additional conversions happened as a result of your ad. This is called the:

• Cost per brand lift
• Conversion Lift
• Sales lift
• Purchase funnel

14. Imagine you ran a Brand Survey test for your campaign on Facebook and it is clear from the report that the confidence level for your test is low. In fact, it says in your report: “the chance that your Facebook ads caused brand lift of 63.2%”. You would like to see a higher confidence level. What could you do?

Answers

• Change the target audience for your campaign
• Run a Holdout Test instead, which will most likely come back with a higher confidence level
• Keep running the campaign and increase the test period and the ad budget
• Keep running the campaign but reduce the daily budget so you can spread the test of more time.

Week 3

Imagine you are planning a campaign for a shoe brand on Instagram.  You have several images of the shoes you want to promote, but you are not sure which image will work best.  After a meeting with your team, you decide to run an A/B test. Version A includes an image of three shoes and a model with the caption “Put your best foot forward. Check out our summer collection.” There is a call to action button that says ‘order now’. What is the best practice to follow when developing your version B?

• Changing the font and image of the ad.
  • Changing the caption and the image of the ad.
  • Make version B as different from version A as possible.

• Only vary the image creating version B.

Which of the following is correct about a positional model?

• It evenly spreads the credit for a conversion across all the ads a consumer clicked on before finally converting.
  • It gives credit to the last ad a user saw or clicked on before converting.

• It gives more credit to first and last touch points whether they are clicks or impressions, while the credit for the remaining touchpoints in the middle is divided equally.

• It gives credit to the ads in the conversion path based on a statistical attribution model

True or false? In statistical or math models you let the data speak and you don’t decide on a model ahead of time.

• False

• True

Both A/B tests and Attribution Modeling studies help you to optimize your advertising, but how do they differ?

• A/B tests help you optimize the image you use in your ads, whereas attribution modeling studies help you optimize all other aspects of your ad.
  • A/B tests help you to optimize within a campaign, whereas attribution modeling studies help you optimize the creative for your TV campaign as well as your online campaigns
  • A/B tests help you optimize using a test and control group, whereas attribution modeling studies don’t.

• A/B tests help you to optimize within a campaign, whereas attribution modeling studies help you to optimize your budget across campaigns across platforms

Which of the following statements is true about connecting touchpoints to one individual person? (Select all that apply)

• It's challenging for advertisers to connect the data from a person’s interactions with ads on mobile devices with that same person’s interactions on computers.

• You can use Facebook Attribution to make sure Facebook can collect all the data for every sale.

• Historically, advertisers have relied on cookies to connect a sequence of touchpoints to a person.

• Facebook Pixel, the SDK and the conversions API allow you to tie actions directly to real people due to Facebook's ability to track persistent login and a unique identifier associated with a person’s Facebook account.

Optimize within a Campaign with A/B Testing Practice Quiz

1. In which of the following scenarios would an A/B test be helpful? (Select all that apply)

Answers

• If you want to know whether your advertising was effective at increasing sales
• If you want to optimize the copy (the text) in your ad
• If you would like to know which audience group your ad performs best in
• If you have two different images you could use in your ads and you want to know which image would generate most results
  
  
  
  
  

2. The results of an A/B test on the Facebook platform include which of the following 2 elements?

Answers

• The number of results from version A and version B of the ad and the portion of the budget that was spent on each ad
• The winner of the test (version A or version B) and the confidence level for the test
• The increase in brand awareness as a result of seeing your ad and the confidence level for the test
• The incremental lift of your ad compared to the control group and the winner of the test

3. Which of the following is true when setting up an A/B test in Facebook?

Answers

• Facebook duplicates your ads and changes several variables
• The test group receives a treatment and the control group does not
• There is no control group
• There are two control groups

4. What does the confidence level of an A/B test tell you?

Answers

• It tells you what the chance is of getting the same winner if you ran this test again.
• It tells you how confident you can be that people were randomly assigned to the A and the B group
• It tells you how confident you can be that your advertising was effective.
• It tells you how likely it is that you can further improve your ad.

Optimize Your Ad Campaigns Quiz

5. Imagine you work in the marketing department of a large clothing retailer. You want to run a marketing mix modeling study. Which of the following statements regarding the benefits of conducting this study are true? (Select all that apply)

• It can predict what will work in the future for your company.
• It can help you analyze last year’s data to understand what worked.
• Is solely used to determine on which platform your advertisement performed best.
• It can help plan how to best spend your money next year to improve results.

6. True or false? When you are only testing two variations of one variable, you use an A/B test to determine which version will produce the best results.

Answers

• True
• False

7. Which of the following is correct about a time decay attribution model?

Answers

• It gives all the credit for a conversion to the last ad a user clicked on before converting.
• It gives credit to touchpoints (clicks or impressions) based on how recently they happened.
• It gives credit to the last ad a user saw or clicked on before converting.
• It evenly spreads the credit for a conversion across all the ads a consumer clicked on before finally converting.

8. True or false? Attribution is mostly used to evaluate the impact of online media channels on a purchase.

• True
• False

9. Why may advertisers want to use attribution modeling studies?

Answers

• Attribution studies help to test different variable of an ad and understand which variables work best and drive the best results
• Attribution modeling can help advertisers understand the effect of their ads on ad recall
• Attribution modeling can help advertisers understand how much influence their ads on different platforms had on their result
• Attribution modeling helps advertisers adjust their bid for the Facebook auction

10. True or false? When we want to track advertising effectiveness across the whole customer journey, we do not need to be able to monitor behavior on the different platforms.

• False
• True

11. True or false? A/B tests help you optimize using a test and control group, whereas attribution modeling studies don’t.

Answers

• False
• True

12. Which of the following describes some of the most common challenges we face when measuring advertising effectiveness?

Answers

• TheIt is hard to connect data from people who log in to Facebook on both their mobile device and on the web
• It’s not always easy to connect data from different platforms and devices. Also, connecting all the advertising touchpoints to one individual user can be challenging
• It can be challenging to randomly assign people to a control or an experimental group
• It is often challenging to create a test with enough power or a high enough confidence interval

Week 4

What are some slides you'd want to include in your slide deck?

• All the data results you could find
  • The details of how Facebook conducts their bidding and auctions
  • How you brainstormed your creative

• Lessons learned for the future

What is a best practice to keep in mind when presenting data visually?

• Just show data in tables
  • Only use one kind of chart throughout
  • Fit all the data in that you can

• Make sure you have the right charts and graphs for the right data

When creating a presentation, what should you focus on last?

• How you set your campaign up

• Ways you'll iterate future campaigns

• Demonstrating causal relationships
• The data results of your campaign

You want to talk about an experiment you ran that showed the path a customer took from your campaign to the result. Which of the following would you talk about?

• Lift study
  • A/B Testing

• Attribution study

• Holdout study

It's the day of your presentation, and you are NOT freaking out. Why?

• You spent a bunch of time crafting your presentation
  • You practiced your presentation a few times the night before
  • You checked out the room beforehand and figured out any tech issues

• All of the above

If you were presenting your data results, and wanted to talk about how much a new customer might spend over the full relation with your business, what number would you include?

• ROAS
  • ROI

• LTV

• CAC

Telling Your Full Campaign Story Practice Quiz

1. What's the goal of presenting your campaign results?

Answers

• To show what actions you took to achieve your goals
• To show what insights you found in the campaign data
• To show how you’ll iterate on campaigns in the future
• All of the above
  
  
  
  
  

2. What should your presentation begin with?

Answers

• Goals
• Data
• Campaign actions
• Results

3. Why would you state your objectives?

Answers

• To show how you’ll put your goals into action
• To bridge the narrative of your presentation from goals to campaign
• To explain your audience your strategy
• All of the above
  
  
  
  
  

4. Why is it good to state your KPIs before talking about creating your campaign?

Answers

• Since KPIs are tied to goals and objectives, it shows you’re thinking through every step of your campaign
• Since KPIs are tied to goals and objectives, you measure them before setting up your campaign
• Since KPIs are the first thing you consider, you determine your KPIs before your goals and objectives
• There’s no reason — you can talk about KPIs anywhere

5. How much information should you give about your campaign?

Answers

• You don’t need to tell your audience anything about your campaign, since you already know about it
• Take your audience through each detail of how you set up your campaign, step-by-step
• An overview of how you set up your campaign, including intentions, audience, placements, duration, and budget
• Only tell your audience about your campaign budget

6. What data points might you include when talking about awareness campaign results?

Answers

• Link clicks, engagement, and landing page views
• Likes, shares, and comments
• Ad recall, reach, and impressions
• Purchases, add to cart, and payment info

7. What data points might you include when talking about consideration campaign results?

Answers

• Link clicks, engagement, and landing page views
• Online store traffic, and lead generation
• Purchases, add to cart, and payment info
• Ad recall, reach, and impressions

8. What data points might you include when talking about conversion campaign results?

Answers

• Purchases, add to cart, and payment info
• Likes, shares, and comments
• Ad recall, reach, and impressions
• Link clicks, engagement, and landing page views

9. What would you do when asked about causal relationships?

Answers

• Point to the results of your experiments
• Explain how A/B testing showed you that your campaign did get results
• Explain how attribution studies show the path of customer behavior, and the path from campaign to result
• All of the above
  
  
  
  
  

10. Why would you include plans for future campaigns in your presentation?

Answers

• To show that you’ve drawn conclusions from your data that can be used to iterate
• To show that you’re proactively thinking ahead to the next campaign
• To demonstrate tangible ways to improve results in the future
• All of the above
  
  
  
  
  

Communicate Your Marketing Results Quiz

11. What data might you include when presenting on conversion KPIs?

• Charts and graphs on traffic and engagement
• Charts and graphs on bidding strategy and auctions
• Charts and graphs on reach and impressions
• Charts and graphs on lead gen sign-ups and purchases

12. What might be a good tactic when thinking about opening and closing your presentation?

• Look at them as separate, unrelated parts of your presentation
• Open and close by stating your results
• Skip the opening and closing — they’re not needed
• Connect the opening and closing with a story, a question, or an interesting fact

13. What are some slides you'd want to include in your slide deck?

• How you brainstormed your creative
• Goals, Objectives, and KPIs
• The details of how Facebook conducts their bidding and auctions
• All the data results you could find

14. What is a best practice to keep in mind when presenting data visually?

• Add all the labels and chart info that you can
• Include all the data you found
• Only show numbers in tables
• Get rid of excess information to make the slides uncluttered and clear

15. You're anticipating audience questions, especially one asking how the budget was spent and if money was wasted. You'd then include a slide addressing what?

• How you set up your campaign
• Causal relationships
• ROAS, ROI, and possible CAC
• Your campaign objectives

16. How should you be thinking about your slide deck during a presentation?

• Make sure it has branded colors and fonts

• Make sure it presents data clearly and visually
• Make sure it just lists bullet points
• All of the above

17. When creating a presentation, what should you focus on first?

• How you set up your campaign
• Future plans
• Goals, Objectives, and KPIs
• Data results

18. You want to talk about an experiment you ran that showed the difference between two audiences being marketed to. Which of the following would you talk about?

• A/B Testing
• Lift study
• Attribution study
• Holdout study

19. It's the day of your presentation, and you are NOT confusing your audience. Why?

• You spent time thinking about how to communicate your information clearly to them
• You’re talking slowly and leaving pauses so they can follow you
• You created clear, uncluttered slides
• All of the above

20. If you were presenting your data results, and wanted to talk about your revenue as a ratio to what you spent, what number would you include?

• LTV
• ROI
• ROAS
• CAC

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