Questions

True or false? To deliver an ad only to people searching for dress shoes for men, you could modify your broad match keyword to “+men’s dress shoes.”

 

• True

 

• False

 

Explanation: The selected answer, ‘True,’ is correct. By modifying the broad match keyword to ‘+men’s dress shoes,’ you can ensure that the ad is specifically delivered to people searching for dress shoes for men. The use of the plus sign (+) before the term ‘men’s dress shoes’ indicates that this term must be included in the user’s search query for the ad to be triggered. Additionally, broad match keywords allow for variations and synonyms of the specified terms to trigger the ad, which can help capture relevant searches even if they don’t exactly match the keyword. Therefore, by adding the plus sign to ‘men’s dress shoes’ in the keyword, the ad will be shown to users whose search queries include this specific term, ensuring that it reaches the intended audience looking for men’s dress shoes specifically. This approach enhances the relevance of the ad to the user’s search intent, leading to higher click-through rates and better overall performance of the advertising campaign targeting dress shoes for men.

Scenario: A phrase-match keyword for one of your ads is “traveling in Boston.” Which of the following search queries would generate this ad? Choose all that apply.

 

• Traveling in Boston
• Traveling in Boston during the winter
• Travel in Boston during the winter
• Where to travel in Boston
• What’s it like to travel in Boston

 

Explanation: The selected options, ‘Traveling in Boston’ and ‘Traveling in Boston during the winter,’ would generate the ad because they match the phrase-match keyword ’traveling in Boston.’ In phrase match, the ad will be triggered when the search query contains the exact phrase specified in the keyword, in the same order. Therefore, both search queries align with the specified keyword, ensuring that the ad appears when users search for those specific terms. However, the other options, like ‘Travel in Boston during the winter,’ do not match the keyword precisely because the word ’travel’ is separated from ‘in Boston,’ altering the intended phrase and potentially leading to different search intents. Therefore, the selected answers accurately demonstrate the functionality of phrase-match keywords by ensuring that the ad appears only when the search query closely matches the specified phrase.

Scenario: An exact-match keyword for one of your ads is “blue women’s t-shirts.” Which of the following search queries would generate this ad? Choose all that apply.

 

• Blue women’s t-shirts
• Blue women’s t-shirt
• Blue t-shirts
• Women’s t-shirts
• Women’s t-shirt

 

Explanation: The selected answer, ‘Blue women’s t-shirts,’ would generate the ad because it perfectly matches the exact-match keyword ‘blue women’s t-shirts.’ In search engine marketing, an exact-match keyword triggers an ad only when a user’s search query precisely matches the keyword, including the same order and combination of words. Therefore, when a user searches for ‘blue women’s t-shirts,’ which matches the keyword ‘blue women’s t-shirts’ exactly, the ad associated with that keyword is eligible to appear in the search results. In contrast, the other search queries listed, such as ‘Blue women’s t-shirt,’ ‘Blue t-shirts,’ ‘Women’s t-shirts,’ and ‘Women’s t-shirt,’ do not perfectly match the exact-match keyword ‘blue women’s t-shirts’ and would not trigger the ad. Understanding keyword match types and their corresponding search query behavior is crucial for effectively targeting ads to relevant audiences and maximizing ad performance. Therefore, the selected answer is correct because it accurately represents a search query that would generate the ad based on the exact-match keyword specified.

True or false? You can have more than one key result per objective.

 

• True

 

• False

 

Explanation: True. You can have more than one key result per objective. Key results are specific, measurable outcomes that help track progress towards achieving an objective within a framework like OKRs (Objectives and Key Results). While objectives provide overarching goals, key results break them down into actionable and measurable components. Depending on the complexity and scope of an objective, it’s often beneficial to have multiple key results to comprehensively assess progress and success. Each key result should be distinct, measurable, and contribute to the overall achievement of the objective. By having multiple key results, teams can gain a more comprehensive understanding of their progress and identify areas that may require further attention or adjustment. Additionally, having multiple key results encourages a more holistic approach to goal-setting and performance management, allowing teams to focus on different aspects of the objective simultaneously. Therefore, the statement that you can have more than one key result per objective is true, as indicated in the selected answer.

True or false? You shouldn’t join a competitor’s Facebook Group. Doing so would only help increase their visibility, making it harder for you to create and grow a Facebook Group for your business.

 

• True

 

• False

 

Explanation: The selected answer, ‘False,’ is correct. Joining a competitor’s Facebook Group can actually provide valuable insights and opportunities for your business. While it’s understandable to have concerns about inadvertently boosting a competitor’s visibility, the benefits often outweigh this risk. By joining a competitor’s group, you gain access to a pool of potential customers who are already interested in your industry or niche. This allows you to observe discussions, identify pain points, and understand what resonates with your target audience. Additionally, participating in these groups can establish your brand as an authority figure and build trust within the community. It also provides an opportunity to subtly promote your own products or services if the group rules allow it, but the primary focus should always be on providing value and engaging authentically. Ultimately, being active in competitor groups can provide valuable market research and networking opportunities that can contribute to the growth of your own Facebook Group and overall business presence.

Scenario: Tom is an avid Facebook user. Tom’s friend, Jane, posts a video from a travel-focused company called Get Out, Stay Out, about a new, local hiking trail. In the comments, Jane shares her thoughts and opinions about the trail. The following day, Tom’s sister sends him the same video link through Facebook Messenger. The Facebook algorithm sees all these interactions. Keeping this in mind, it’s likely Facebook will _______.

 

• Send Tom a Facebook message with a detailed map of the trail
• Send Tom an email with a detailed map of the trail
• Feature a detailed map of the trail as an advertisement to Tom
• Feature the post at the top of Tom’s news feed

 

Explanation: The selected answer, ‘Feature the post at the top of Tom’s news feed,’ is correct because it aligns with how the Facebook algorithm prioritizes content based on user engagement. When Tom interacts with Jane’s post by watching the video and engaging with the comments, it signals to Facebook that he finds the content relevant and engaging. Subsequently, when Tom’s sister sends him the same video link through Facebook Messenger, it reinforces his interest in the content. As a result, the Facebook algorithm is likely to prioritize showing the post at the top of Tom’s news feed upon his next login, ensuring that he doesn’t miss out on updates from his friend Jane or the travel-focused company, Get Out, Stay Out. This prioritization is driven by Facebook’s aim to deliver a personalized user experience by showing content that users are more likely to find engaging and relevant based on their past interactions and interests. Therefore, featuring the post at the top of Tom’s news feed is the most probable action Facebook will take in response to his engagement with the video content shared by Jane.