Post Assessment: Chapter 8 Social Media Advertising

The social media agency needs to adjust a campaign that they are running for a customer. They need to boost the engagement fairly quickly. What strategy could they suggest to the customer?

• Develop and launch a webinar to market the customer’s product

• 1. Expand the focus to include secondary and tertiary audiences

• Reduce the amount of multimedia in organic posts and use more text

• 1. Use a combination of organic posts and paid advertising

Answer explanation

The BEST way to get your message seen is to develop a paid social media strategy that complements your organic strategy. A combination of paid and organic approaches can boost your measurable results.

Ken is calculating the cost-per-click for the last paid ad on social media. Which of the following will give him an accurate answer?

• Total $ earned / Total # of ad clicks

• Total $ spent / Total # of ad clicks

• Total $ spent / Total # of likes

• Total $ spent / Total # of ad comments

Answer explanation

The basic formula for calculating the cost-per-click (CPC) in a PPC campaign is: 

CPC = Total amount ($) spent / Total number (#) of times the ad was clicked

Jillian writes her own content for her social media advertising campaigns on Facebook. Her results have been disappointing. She has only reached a small percentage of her targeted audience. What can she do to improve the results?

• Use text only to improve the search engine results

• Use a call to action that links to a related professional blog

• Create tweets that use hashtags on keywords that target your key audience

• Pay money to turn an organic post into a boosted post

Answer explanation

A BOOSTED POST is an organic post (original post) that you spend money on to increase the size of your audience or increase engagement.

Ava runs advertisement posts promoting the company’s pet products. She has used several social media platforms and the posts have shown to millions of people. However, the engagement rate is extremely low. What can she do to improve the performance of the advertisements?

• Optimize the advertisements’ keywords, bidding amounts and schedules

• Create a persona that creates a focused, narrower target audience

• Choose other reports that will show conversions and revenue

• Use a social media listening tool to learn if the ads are being clicked on

Answer explanation

Here are some best practices: optimize your budgets, select the right metrics, narrow your target audience, use social listening to track sentiment, use A/B testing, test and optimize everything, promote well-received organic posts, create compelling ads, keep things interesting, learn from your campaigns, and consider a social media management tool.

James made a request during quarterly budget reviews to create a new budget item for paid advertising. What advantage might he list as support for his request?

• 1. It helps reach the target audience faster

• It reduces the organic post effectiveness

• 1. It eliminates the need for other types of content

• It only requires text and not costly multimedia content

Answer explanation

Paid social media advertising offers several advantages that are hard to achieve with only organic methods: it reaches your target audience, it builds your audience faster, it amplifies your organic efforts, it increases the number of useful tools you have available, it allows you to properly scale up, and it helps you to measure ROI. 

Mike and his team just finished a social media campaign. They used two variations of an ad and now will review how each performed. The results will serve as the basis for the next campaign. What tool did they use to obtain the data to evaluate?

• Boosted posts

• 4 Vs of big data

• A/B Testing

• Social media mining

Answer explanation

ONE OF THE MOST IMPORTANT THINGS you can do as an advertiser is to test variations of ads that are displayed to a particular audience. For example, you might change the call-to-action phrase between two ads and test which one obtains more clicks. You might also change the photo style to find out if you target audience identifies with a particular style.