which type of social media is best for raising brand awareness

COURSE 3 – FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE QUIZ ANSWERS

Week 5: Paid Social Media

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Paid Social Media INTRODUCTION

As part of Coursera’s Google Digital Marketing & E-commerce Professional Certificate, this course will focus on the fifth core pillar of social media marketing: paid social media. Paid advertising on social media is a great way to reach more people and increase brand awareness. This course teaches you how to use different platforms and ad formats to get the most out of your campaigns, and which type of social media is best for raising brand awareness.

You’ll start by exploring the benefits of paid advertisements on popular social media sites such as Facebook, Instagram, and Twitter. You’ll then select which platform best fits your campaign objectives and create effective ad content for each platform. You’ll also be able to measure the impact of your ads in real-time with analytics tools available on most major social networks.

Learning Objectives

  • Achieve specific marketing goals through the use of paid social media.
  • Discuss the benefits of paid social media.
  • Discuss how to choose the ideal social media networks for ads.
  • Discuss how to develop a strategy for a paid social media campaign.
  • Explore ad formats for different social platforms.
  • Determine how to remarket to an advertising audience.
  • Understand how to set a paid social media budget.
  • Identify the most common types of paid social media bidding strategies.

1. Fill in the blank: Paid social media is an effective way to increase _____. It allows a digital marketer to place ads in a prominent position in their audience’s feeds.

  • print marketing
  • brand awareness (Correct)
  • influencer endorsement
  • product inventory

Correct: Paid social media is an effective way to increase brand awareness. It allows a digital marketer to place ads in a prominent position in their audience’s feeds. This helps to get the audience’s attention, even if they do not search for or follow the brand.

2. What are the benefits of paid social media? Select all that apply.

  • Target relevant customers (Correct)
  • Improve customer service
  • Reach an audience quickly (Correct)
  • Increase remarketing capabilities (Correct)

Correct: Placing paid ads on social media can reach a company’s audience quickly, as well as target a company’s most relevant customers. Using paid social media can also increase a company’s remarketing capabilities.

3. Unlike organic social media, paid social media is best at achieving which types of goals? Select all that apply.

  • Targeting specific audiences (Correct)
  • Raising brand awareness (Correct)
  • Building connections with competitors
  • Driving conversions (Correct)

Correct: Paid social media is best for raising brand awareness, targeting specific audiences, and driving conversions.

4. How can a company use paid social media to achieve their goal of reaching specific audiences?

  • By targeting ads to lookalike audiences (Correct)
  • By redirecting their competition’s audience
  • By remarketing ads on each social media platform
  • By using funds to boost top performing organic content

Correct: A company can use paid social media to reach a specific audience by targeting ads to lookalike audiences. This includes people with similar demographics and behaviors to a company’s existing customers who have not yet been introduced to the brand.

5. How can a company use paid social media to increase conversions?

  • By optimizing ads with A/B testing (Correct)
  • By selling more products
  • By targeting an elite audience
  • By expanding their budget

Correct: With paid social media, a company can use A/B testing to optimize their ads. This will increase conversions.

6. Which of the following are examples of paid social media? Select all that apply.

  • Influencer-generated content (Correct)
  • Pay-per-click advertising (Correct)
  • Repurposed content
  • Branded content (Correct)

Correct: Paid social media involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience. Examples of paid social media include pay-per-click advertising, branded content, and influencer-generated content.

7. Which of the following are ways paid media can help a company accomplish its social media goals? Select all that apply.

  • Decrease a competitor’s followers
  • Boost organic content (Correct)
  • Gain customers and followers (Correct)
  • Promote a brand (Correct)

Correct: Paid media can help a company gain customers and followers, promote their brand, and boost their organic content.

TEST YOUR KNOWLEDGE: TARGET YOUR SOCIAL ADVERTISING

1. What does a digital marketer need to determine first in order to develop a strategy for a paid social media campaign?

  • The products
  • The objective (Correct)
  • The platform
  • The budget

Correct: A digital marketer needs to first determine the objective. Then, they build the paid social media campaign around the objective.

2. Fill in the blank: A paid social media campaign should focus on reaching one of a company’s _____ on social media.

  • best influencers
  • remarketed ads
  • competitors
  • customer personas (Correct)

Correct: A paid social media campaign should focus on reaching one of a company’s customer personas on social media.

3. What steps should a digital marketer take to develop a strategy for a paid social media campaign? Select all that apply.

  • Define the campaign length (Correct)
  • Research their competitors
  • Develop and upload creatives (Correct)
  • Set a campaign budget (Correct)

Correct: To develop a strategy for a paid social media campaign, a digital marketer needs to define the campaign length, set a campaign budget, and develop and upload creatives.

4. Consider the following scenario:

A digital marketer is working on remarketing. To get started, they upload their list of email contacts to the platform of their choice. Their intended audience will then start seeing their company’s ads as they browse through that platform.

What type of remarketing does this describe?

  • tagged-based
  • hashtag-based
  • list-based (Correct)
  • pixel-based

Correct: To start list-based remarketing, a digital marketer will upload their list of email contacts to the platform of their choice. Their intended audience will then start seeing their company’s ads as they browse through that platform.

5. How can a digital marketer remarket to an advertising audience? Select all that apply.

  • By untagging visitors who have made a purchase (Correct)
  • By remarketing to potential customers
  • By limiting frequency of ads (Correct)
  • By personalizing ads (Correct)

Correct: A digital marketer can remarket to an advertising audience by personalizing ads, limiting the frequency of ads, Remark to past purchases, and untagging visitors who have made a purchase.

6. Which of the following remarketing strategies uses lists of existing customers or visitors who have provided their email address and shows specific ads to them?

  • List-based remarketing (Correct)
  • Mail remarketing
  • Ad remarketing
  • Pixel-based remarketing

Correct: List-based remarketing uses lists of existing customers or visitors who have provided their email address and shows specific ads to them.

TEST YOUR KNOWLEDGE: MANAGE A SOCIAL ADVERTISING BUDGET

1. Fill in the blank: When considering a company’s paid social media costs, a digital marketer also needs to think about the costs of _____.

  • conducting weekly meetings
  • using free marketing sites
  • paying for investors
  • creating content (Correct)

Correct: A digital marketer needs to think about how they will create content. For example, content creation needs photography, graphic design, video development, and copywriting. A digital marketer needs to consider these costs when setting their paid social media advertising budget.

2. What does a paid social media budget generally include? Select all that apply.

  • Management (Correct)
  • Tools (Correct)
  • Ad spend (Correct)
  • Customer service payroll

Correct: A paid social media budget generally includes ad spend, tools, and management costs. This reflects how much a company spends on advertisements and the tools needed to launch, manage, and optimize a campaign. It also includes the investment in management tasks like strategy, publishing, and social listening.

3. What does a digital marketer need to consider when selecting a bidding strategy? Select all that apply.

  • Advertising budget (Correct)
  • Market research (Correct)
  • Competition analysis
  • Ad campaign goals (Correct)

Correct: A company’s bidding strategy will depend on the goals of their ad campaign, their advertising budget, and market research.

4. What is the cost-per-click (CPC) bidding strategy?

  • The amount a company pays for every 1,000 impressions an ad receives.
  • The amount a company pays for every referral or repeat purchase.
  • The amount a company pays when someone completes a desired action.
  • The amount a company pays when someone clicks on their ad. (Correct)

Correct: The cost-per-click (CPC) bidding strategy is the amount a company pays when someone clicks on their ad.

5. What is the bidding strategy called when a company has to pay every time a person signs up for a newsletter, watches a video, requests a callback, or makes an actual purchase?

  • Cost-per-thousand impressions (CMP)
  • Cost-per-action (CPA) (Correct)
  • Cost-per-click (CPC)
  • Cost-per-social platform (CPS)

Correct: For the cost-per-action (CPA) bidding strategy, a company must pay anytime a person completes a desired action. Examples of desired actions include signing up for a newsletter, watching a video, requesting a callback, or making an actual purchase.

6. Fill in the blank: An influencer marketing platform is software that provides _____.

  • tools for learning influential business strategies useful for marketers
  • information on how to become an influencer and where to find followers
  • information on how to influence customers to buy products and services through traditional advertising
  • influencer discovery tools such as large searchable databases of potential influencers (Correct)

Correct: An influencer marketing platform is software that provides influencer discovery tools such as large searchable databases of potential influencers.

7. Which of the following tells how much a company will pay for each user action related to an ad?

  • User strategy
  • Bidding strategy (Correct)
  • Advertising strategy
  • Spending strategy

Correct:  A bidding strategy tells how much a company will pay for each user action related to an ad.

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FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 5

1. What is organic social media?

  • Advertising without platform usage
  • Promoting without content creation
  • Marketing without paid promotion (Correct)
  • Selling without company branding

Correct: Correct

2. What are the benefits of paid social media? Select all that apply.

  • Reach audiences quickly (Correct)
  • Reduce influencer-generated content
  • Increase brand awareness (Correct)
  • Target relevant customers (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

3. What are the benefits of organic social media? Select all that apply.

  • Promote a company’s brand (Correct)
  • Nurture connections (Correct)
  • Drive conversions
  • Build relationships (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

4. How can using paid social media help a company to achieve its marketing goal of driving conversions?

  • Remarket ads reach people who are familiar with the company and drive more conversions. (Correct)
  • User-generated content nurtures relationships with potential customers to drive more conversions.
  • Ad placement on various platforms attract more people and drive more conversions.
  • Ads from competitors are limited or hidden, which increases traffic and drives more conversions.

Correct: Correct

5. Fill in the blank: A paid social media campaign should be built around reaching one of a company’s _____ on social media.

  • most exclusive customers
  • hesitant consumer markets
  • competitor’s customers
  • customer personas (Correct)

Correct: Correct

6. Consider the following scenario:

A digital marketer is developing their social media campaign. They need to choose a social media platform. There are so many pros and cons to each platform that it is difficult to determine which one would best serve their campaign.

What advice would you give this marketer on how to select the best social media platform?

  • They should choose a platform that limits the creation of organic social media.
  • They should choose a platform that has been underutilized, so they can establish a new audience base.
  • They should choose a platform that they are familiar with and have an established audience on. (Correct)
  • They should choose a platform that requires a paid social media presence in order to capture a more exclusive audience.

7. When developing a paid social media campaign, a digital marketer will need to develop and upload creatives. What are creatives?

  • Potential predictions in budget cuts
  • Metrics that examine clicks and impressions
  • Content that can be promoted in a campaign (Correct)
  • Test ads to determine the viability of a campaign

Correct: Correct

8. What are best practices of a remarketing strategy? Select all that apply.

  • Personalize ads (Correct)
  • Untag visitors who have purchased (Correct)
  • Limit frequency of ads (Correct)
  • Post ads on multiple platforms

Correct: Correct

Correct: Correct

Correct: Correct

9. Fill in the blank: When setting a paid social media budget, a company needs to think about how they will create _____.

  • tools
  • analytics software
  • influencer interest
  • content (Correct)

Correct: Correct

10. What are the most common bidding strategies? Select three.

  • Cost-per-thousand impressions (CPM) (Correct)
  • Cost-per-click (CPC) (Correct)
  • Cost-per-platform (CPP)
  • Cost-per-action (CPA) (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

11. Fill in the blank: _____ posts can sometimes take days for a company’s audience to view due to platform algorithms, which can cost a company leads.

  • Frequent social media
  • Brand-driven social media
  • Organic social media (Correct)
  • Paid social media

Correct: Correct

12. Consider the following scenario:

A customer notices a company’s ad on their social media profile of a pair of shoes that they had just been checking out on that company’s website. As a result, that pair of shoes is more likely to be in the customer’s mind when they go to make a purchase. This outcome is one of the benefits of using paid social media.

What is this benefit called?

  • Reaching
  • Competing
  • Targeting
  • Remarketing (Correct)

13. Fill in the blank: _____ is ideal for nurturing connections with customers through communication and relationship building.

  • Organic social media (Correct)
  • Customer-based social media
  • Paid social media
  • Multi-platform social media

14. How can paid social media help a company achieve their marketing goals? Select all that apply.

  • Optimize ads with A/B testing (Correct)
  • Target ads to lookalike audiences (Correct)
  • Boost organic content (Correct)
  • Build nurturing relationships

Correct: Correct

Correct: Correct

Correct: Correct

15. What does a digital marketer first need to determine before developing a strategy for a paid social media campaign?

  • Workforce
  • Objective (Correct)
  • Cost
  • Products

Correct: Correct

16. Consider the following scenario:

A digital marketer is developing their social media campaign. They need to choose a social media platform. There are so many pros and cons to each platform that it is difficult to determine which one would best serve their campaign.

What advice would you give this marketer on how to select the best social media platform?

  • They should choose a platform that has been underutilized, so they can establish a new audience base.
  • They should choose a platform that requires a paid social media presence in order to capture a more exclusive audience.
  • They should choose a platform that they are familiar with and have an established audience on. (Correct)
  • They should choose a platform that limits the creation of organic social media.

Correct: Correct

17. As a digital marketer develops a paid social media strategy, they need to consider the budget of their campaign. To help determine the budget, what should they research?

  • The typical investment their competitors make in their campaigns
  • The average advertising cost for each platform (Correct)
  • The cost of buying influencer-generated content
  • The most cost-effective or free-use platforms

Correct: Correct

18. What are the main types of remarketing? Select two.

  • Impression-based
  • Pixel-based (Correct)
  • List-based (Correct)
  • Click-based

Correct: Correct

Correct: Correct

19. What are the components of a paid social media advertising budget? Select all that apply.

  • Ad spend (Correct)
  • Tools (Correct)
  • Payroll
  • Content creation (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

20. Fill in the blank: _____ is an ideal strategy if a company’s main goals are to increase conversions and generate revenue.

  • Cost-per-action (CPA) (Correct)
  • Cost-per-thousand impressions (CPM)
  • Cost-per-click (CPC)
  • Cost-per-tool (CPT)

21. Which type of social media is best for raising brand awareness, targeting specific audiences, and driving conversions?

  • Paid Social Media (Correct)

Correct: Paid social media is best for raising brand awareness, targeting specific audiences, and driving conversions.

22. Fill in the blank: _____ involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience.

  • Organic social media
  • Paid social media (CORRECT)
  • User-based social  media
  • Borrowed social media

Correct: Correcrt

23. Fill in the blank: Targeting relevant customers, increasing remarketing capabilities, and reaching an audience quickly are all benefits of _____.

  • organic social media
  • owned social media
  • paid social media (CORRECT)
  • borrowed social media

Correct: Correcrt

24. Fill in the blank: _____ is ideal for nurturing connections with customers through communication and relationship building.

  • Paid social media
  • Organic social media (CORRECT)
  • Customer-based social media
  • Multi-platform social media

Correct: Correcrt

25. If a company is launching their first paid social media campaign, what kind of platform should they use?

  • The one that is underutilized
  • The one that is popular among their competitors
  • The one that is currently their biggest source of leads (CORRECT)
  • The one that is the most cost-effective

Correct: Correcrt

26. What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.

  • Hire additional staff members
  • Develop and upload creatives (CORRECT)
  • Define campaign length (CORRECT)
  • Set campaign budget (CORRECT)

Correct: Correcrt

Correct: Correcrt

Correct: Correcrt

27. What types of marketing goals can paid social media help a company achieve? Select all that apply.

  • Nurturing customer relationships
  • Targeting specific audiences (CORRECT)
  • Driving conversions (CORRECT)
  • Raising brand awareness (CORRECT)

Correct: Correcrt

Correct: Correcrt

Correct: Correcrt

28. Why is setting the objective important in developing a paid social media campaign? Select all that apply.

  • Determines how much product a company will sell
  • Establishes the types of influencers a company attracts
  • Helps guide users to a company’s end goal (CORRECT)
  • Ensures a company is tracking the right metrics (CORRECT)

Correct: Correcrt

Correct: Correcrt

29. What guides a company’s social media advertising budget?

  • Timeline to meet a company’s quarterly sales plan
  • Resources to allocate for a company’s paid social media campaign
  • Metrics set from a company’s social media platform
  • Goals set in a company’s paid social media strategy (CORRECT)

Correct: Correcrt

30. Fill in the blank: _____ is an ideal strategy if a company’s main goals are to increase conversions and generate revenue.

  • Cost-per-tool (CPT)
  • Cost-per-thousand impressions (CPM)
  • Cost-per-click (CPC)
  • Cost-per-action (CPA)(CORRECT)

Correct: Correcrt

Paid Social Media CONCLUSION

Paid social media can be a great way to supplement your organic social media marketing efforts and reach a wider audience. Paid advertising on social media platforms allows you to target specific audiences with laser precision and track the performance of your ad campaigns. If you want to learn more about how to use paid social media effectively, join the learning experience in Coursera.

You’ll explore different types of ads, discover how to choose the best platform for your needs, and learn how to measure the impact of an ad campaign. By the end of this course, you’ll know everything you need to run a successful social test campaign.

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