Questions

When writing copy for a social media advertisement, the headline’s job is to: (pick two)

 

• be the first, attention-grabbing words your audience sees.
• indicate the one action you want your audience to take.
• provide a detailed description of the product or service you’re advertising.
• draw people into your advertisement.

 

Choosing the Impressions bid type is best for video ads where you:

 

• want to achieve the highest number of likes and comments possible
• absolutely require video views
• are aiming for the longest possible watch time metrics
• don’t necessarily need people to watch the video

 

Customer personas are useful for understanding the mindset and interests of a target audience. The best way to add useful details to a customer persona is to:

 

• post a poll on your organization’s social networks to find out your followers ages and ethnicities
• set up meetings with similar brands to exchange persona notes and learn from each other
• DM followers of your organization’s social accounts a questionnaire regarding their pain points
• brainstorm interests customers might have that intersect with the problem your product or service solves
• post customer persona documents on social channels and crowdsource feedback on interests, pain points, and buying signals that could be missing

 

When calculating manual bid amounts for a social advertising campaign, one item you’ll need to identify is your max Cost per Click (CPC), which is a reasonable bid amount for a user to click your ad’s CTA. Calculate your max CPC by multiplying your target Cost per Acquisition by:

 

• the lifetime value of a customer to your organization
• your annual profit margin divided by number of customers
• your conversion rate
• the cost of acquiring a new customer, minus costs

 

Pick the best set of interests that could be used to target a customer persona of a budget conscious traveller with a family.

 

• Groupon, Disney World, McDonalds

• Saks Fifth Avenue, The Beatles, Adidas
• Oprah, Game of Thrones, Apple
• Hilton Hotels, Universal Studios, Rolex

 

If your organization doesn’t have Customer Personas built out, and you need to create your own to guide your ad targeting efforts, begin by picturing your ideal customer and brainstorm attributes such as:

 

• challenges they face in their day-to-day lives
• all of the options in this list
• none of the options in this list
• authors and books they enjoy
• similar brands they could be interested in