Questions

When beginning a Social Media Advertising campaign, it’s important to set target numbers for your chosen campaign metrics because they:

 

• help the platform’s algorithm determine an accurate optimized cost per click
• act as a destination to strategically work toward during the course of your campaign
• help the platforms better optimize the deployment of your budget
• are a required field when setting up a new campaign using Facebook Ads Manager

 

For advertising campaigns focused on performance, generally you’ll be measuring a tangible, specific action, referred to as a(n):

 

• impression
• top of funnel metric
• middle funnel metric
• link click
• conversion

 

When designing visual assets for a social media ad, a good way of grabbing people’s attention is to use __________ colours that ___________________________.

 

• dark; engage your audience by making them look carefully
• muted; engage your audience by making them look carefully
• muted; match the palette of the network you’re advertising on
• bright; match the palette of the network you’re advertising on
• bright; contrast with the palette of the network you’re advertising on

 

Which of the following has the highest likelihood of improving your cost per click in future campaigns?

 

• Increasing targeting of expensive, highly sought after audiences.
• Mimicking the targeting practices of established brands.
• Removing the most expensive audiences to reach.
• Completely redesigning your ad targeting strategy.
• Reducing your bid amount manually during the next campaign.

 

Let’s say that a campaign has performed poorly, and you are taking steps to improve future performance. You take a larger audience and split it in two based on unique needs that you may have identified from each group (e.g., location, gender, interests). This “splitting” tactic is referred to as ____________.

 

• segmenting an audience
• dividing and conquering
• audience cleaving
• campaign optimization
• audience analysis

 

Looking for patterns in the reception of ad campaigns can be a great way to improve in the future. An area in which you might look to identify such patterns is ___________.

 

• demographics
• interests
• audiences
• all of the options in this list
• regions
• placements