Hootsuite Exam 2: Social Media Advertising Strategies and Metrics, Exams of Information and Communications Technology (ICT)

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Hootsuite Exam 2 |29 Questions with Answers 2023

While each campaign will be unique, in general, reach, views, and engagements are metrics most commonly associated with measuring the success of a ___________ Campaign. - CORRECT ANSWER Brand For advertising campaigns focused on Performance, generally you'll be measuring a tangible, specific action, referred to as a(n): - CORRECT ANSWER Conversion When creating performance ads, social advertisers find it useful to use data that's been collected on visitors to their organization's website to create targeted custom audiences for the ad. The best way to gather this website data is by installing _____________ on your website and any relevant landing pages as early as possible. - CORRECT ANSWER Pixels and google tag manager To keep your campaigns organized, we recommend creating a ____________ for all the social ads you create, using details like the year, ad name, the ad set name, audience, coupon code, and the date the ad expires. - CORRECT ANSWER Naming convention Optimizing the targeting for your campaign is critical to the success of social ads. That's why it's so important to understand your target audience inside and out. This is where ______________ come(s) in, an important tool for gaining knowledge about the attributes of the people to whom you'll be advertising. - CORRECT ANSWER Customer personas LinkedIn, Twitter, Facebook, and Instagram all allow the creation of audiences based on demographic information and other targeting parameters. On Facebook, these are referred to as: - CORRECT ANSWER Custom audiences When targeting your social ads, keep in mind the unique characteristics of each social network. For example, when targeting a budget conscious family on ________ you might home in on hashtags such as #NeedAVacation. - CORRECT ANSWER Twitter

Remarketing Audiences on Facebook can be created in many different ways, but one thing they all have in common is the use of ___________ to refine an audience. - CORRECT ANSWER Proprietary data Assume you have a custom audience that is performing well, and you want to build on that success by using its data to pull another group of similar users. This tactic is best described as a: - CORRECT ANSWER Lookalike audience Even the most successful ad campaigns can suffer from _____________, caused by not updating visual assets frequently enough. - CORRECT ANSWER Ad fatigue When writing copy for a social media advertisement, the CTA should: - CORRECT ANSWER Indicate the one action you want your audience to take When writing copy for a social ad, using _______________ is a great way to engage the curiosity of viewers who might not be looking to make a specific purchase. - CORRECT ANSWER Indirect copy One feature of Facebook's Ads Manager that can be especially valuable to larger organizations is the ____________ feature, which can save a considerable amount of time when creating large ad campaigns. - CORRECT ANSWER Bulk upload One method of testing social media ad content is A/B testing, which is a comparison of two ad versions. A/B Testing is best used to: - CORRECT ANSWER Determine and validate the general direction of ad strategy If you're running a multivariate ad test, to test three variations of each ad element (Heading, Body Text, CTA Copy), how many different combinations would you need to produce? - CORRECT ANSWER 27 When budgeting your ad campaign, ______________ will allow you to select an amount and have it automatically divided up over the course of your campaign. - CORRECT ANSWER Lifetime budgeting

When budgeting for a social ad campaign, you'll need to determine a bid amount, which is the: - CORRECT ANSWER Maximum you're comfortable paying per user action When calculating manual bid amounts for a social advertising campaign, use the Lifetime Value of a Customer (LTV) to your organization to determine a target Cost per Acquisition, which is defined as: - CORRECT ANSWER The amount that's reasonable to spend to gain a new customer Why is it important to add subtitles and convey your message visually when creating a video for an ad campaign? - CORRECT ANSWER The majority of videos on social media are viewed without sound. On Facebook, when choosing a bid type for a video ad, bidding for Video Views means that you'll be charged when someone: - CORRECT ANSWER Watches your video for at least 10 seconds Facebook uses 3 factors to determine the winner of a bidding auction: Bid Amount, ________________, and Estimated Reaction Rates. - CORRECT ANSWER Relevance score On Facebook, if you choose Average cost bidding, Facebook will deliver conversions that: - CORRECT ANSWER May cost more or less than your bid, but generally average out When looking to analyze the performance of a campaign, it's essential that you wait at least __________ before gathering data, so that enough results have accumulated. - CORRECT ANSWER 24 - 48 hours On Facebook, Lead Generation ads can be created using which three formats? - CORRECT ANSWER Video, image, or carousel It's best practice to create several ad variations on Twitter because ______. - CORRECT ANSWER It lets you identify better-performing variations, so you can prioritize your ad spend

On LinkedIn, Hidden Fields _______. - CORRECT ANSWER Are especially useful if you're using 3rd party software, like a CRM. When crafting a hypothesis about why a campaign performed the way it did, be sure to account for contextual factors like: - CORRECT ANSWER Audience choice, global trends, time of year, current events, competing campaigns (all of the options on this list) The best way to demonstrate the ROI of your completed campaign is to ensure all campaign data is properly: - CORRECT ANSWER Reviewed, gathered, and maintained 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., job titles, location, gender, interests). This "splitting" tactic is referred to as: - CORRECT ANSWER Segmenting an audience