META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 4 – Advertising with Meta

Week 1: Create A Creative Brief for Your Social Media Ad

Coursera Study Guide

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TABLE OF CONTENT

In this first week, you’ll learn how advertising on Facebook and Instagram with Ads Manager works. You’ll learn how to structure an ad campaign in Ads Manager and you’ll learn how Meta charges for ads and where ads are shown.

Learning Objectives

  • Understand the basic navigation of Ads Manager
  • Set up an Ad Account in Ads Manager
  • Understand how the Facebook ad auction works
  • Get to know the available ad placements

PRACTICE QUIZ: INTRODUCTION TO ADS MANAGER

1. Which advertising tool on Facebook implements the simplest, and least detailed, way to create a Facebook ad?

  • Facebook Ads Manager (web version)
  • Advertising from your Business Page (CORRECT)
  • Facebook Ads Manager App
  • Facebook Feed

2. Which two ad placement options are available on Instagram?

  • Right column
  • Marketplace
  • Feed (CORRECT)
  • Stories (CORRECT)

Correct! Feed is an option for ad placement on Instagram.

Correct! Stories is an option for ad placement on Instagram.

3. Which major ad placement encompasses native, banner, interstitial, and rewarded video ads?

  • Feed
  • Messages
  • Apps (CORRECT)
  • Search

Correct!  The Apps ad placement encompasses all of these types of ads.

4. True or False? Facebook advertising happens through an auction, rather than the more traditional route of paying directly for advertising space.

  • True (CORRECT)
  • False

Correct!  The Facebook ad auction is designed to achieve two goals – creating value for advertisers by helping them reach and get results from people in their target audience, while also providing positive, relevant experiences for people who use the Facebook products. To achieve this balance, they hold an auction to match the right ad to the right person at the right time.

5. Which part of the Facebook total value ad auction equation covers how much an advertiser is willing to pay to achieve their desired outcome?

  • Estimated Action Rate
  • Total Value
  • Ad Quality
  • Advertiser Bid (CORRECT)

Correct!  The advertiser bid is how much an advertiser is willing to pay to achieve their desired outcome, like a website visit or a newsletter signup.

6. Let’s say two bike part companies are competing in an auction to show one person, named Marissa, an ad. Marissa lives in Portland, Oregon. She regularly buys her bike parts from internet start-ups with a Portland angle.

Company One’s ads target all American women who cycle, whereas Company Two’s ads target cyclists who live in Portland with Portland-specific messages.

Which part of Company Two’s Total Value score does Marissa’s purchasing history boost?

  • Estimated Action Rate (CORRECT)
  • Advertiser bid
  • Ad Quality

Correct!  The estimated action rate measures the likelihood that a certain ad shown to a certain person will lead to a desired outcome.

7. Which of the following are things you can do with a Facebook Page ad promotion?

  • Get more leads (CORRECT)
  • Use advanced audience targeting
  • Edit ads from your phone
  • Get more website visitors (CORRECT)

Correct!

8. Which of the following are examples of types of ads you could see inside mobile app games through Facebook Audience Network?

  • An ad that appears in a direct message to you
  • A video ad that you can get an in-game reward for watching (CORRECT)
  • An ad that appears as a banner above the page (CORRECT)
  • An ad that appears full-screen (CORRECT)

Correct! This is a Rewarded Video ad.

Correct! This is a Banner ad.

Correct! This is an Interstitial ad.

9. Which of the following statements are true?

  • The cost for ad impressions is calculated as the price per 1,000 impressions and is called CPM
  • Billions of auctions take place every day across Facebook and the properties it owns (CORRECT)
  • You win an ad auction by bidding against other companies to show people your ads – the company that pays the most always wins, regardless of the user
  • Facebook will always spend your full ad budget

Correct!

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QUIZ: FIRST STEPS IN FACEBOOK ADS MANAGER

1. Which of the following is NOT examples of ad placement options for ads created on Ads Manager? 

  • In-Article
  • Apps
  • Profile (CORRECT)
  • Feed

Correct! This is not an option for ad placement on Ads Manager.

2. Which type of major ad placement places your ad in some articles on the Facebook mobile app?

  • In-Article (CORRECT)
  • Messages
  • Search
  • In-Stream

Correct! The In-Article placement puts your ad in Instant Articles on the Facebook mobile app.

3. Which part of the Facebook total value ad auction equation covers feedback from people that view or hide your ad, as well as findings of “low-quality” attributes such as sensationalized language, engagement bait, and more?

  • Total Value
  • Advertiser Bid
  • Estimated Action Rate
  • Ad Quality (CORRECT)

Correct! Ad quality is really how engaging Facebook thinks an audience will find your ad.

4. Let’s say two skateboard companies are competing in an auction to show one person, named Daniel, an ad. Daniel lives in Denver.

Company One targeted people who like skateboarding who live near the Rocky Mountains in Colorado.

Company Two is targeting all men who like to skateboard in the U.S.

Daniel clicked “Shop Now!” on a lot of Rocky Mountain-themed skate merchandise ads in the past.

Which part of Company One’s Total Value score will this boost?

  • Advertiser bid
  • Ad Quality
  • Estimated Action Rate (CORRECT)

Correct! The estimated action rate is the likelihood that a certain ad shown to a certain person will lead to a desired outcome. In this case the desired outcome would be going to the company’s website store.

5. Which of the following ad account sections is it necessary for you to fill in for legal reasons, as there may be restrictions on certain types of advertising in your region? 

  • Business Information and Advertising Purpose (CORRECT)
  • Account Spending Limit
  • Change Currency
  • Payment Settings

Correct! It is important to fill in this information for legal purposes.  

6. True or False: Clicking the “gear” icon in the bottom corner of Ads Manager’s left sidebar will bring you to the Settings menu. 

  • False
  • True (CORRECT)

Correct!

7. What is the third step in the campaign-creation process in Ads Manager?

  • Creating your ads—choosing the ad format and then adding videos or photos, writing copy, and defining your destination. (CORRECT)
  • Select where ads will be seen through placements
  • Create a Lookalike Audience based on website visitors
  • Align the business goal to an advertising objective

Correct!

8. In which major section of Ads Manager (found in the top navigation bar) could you learn more about why Facebook might have rejected your ad?

  • Manage Business (CORRECT)
  • Advertise
  • Engage Customers

Correct!

9. True or False? Ads Manager’s Creative Hub lets you prepare mockup ad campaigns without actually running them.

  • False
  • True (CORRECT)

Correct!

10. Which part of your ad account does Facebook automatically set based on your profile location?  

  • Payment Settings
  • Account Spending Limit
  • Business Information and Advertising Purpose
  • Currency and Time Zone (CORRECT)

Correct! Both of these are automatically set by Facebook.

11. True or False? When you change your currency or time zone, you will NOT create a new ad account—instead, your current account will be altered.

  • True
  • False (CORRECT)

Correct! When a new account is created, your old one will be closed.

12. True or False? Ads Manager’s Engage Customers section is where you can create a “catalog” of all your products.

  • True
  • False (CORRECT)

Correct!

13. Which of the following ad account settings helps you control your total ad costs and will pause your ads after a certain spending limit is reached? 

  • Payment Settings
  • Notifications
  • Account Spending Limit (CORRECT)
  • Change Currency

Correct! An account spending limit will help control your total ad costs by pausing your ads when the limit is reached. Your ads will stay paused until you change this limit. 

14. What is the structure of a Facebook ad campaign?

  • Ad set –> ad –> campaign
  • Campaign –> ad set –> ad (CORRECT)
  • Campaign –> ad set
  • Ad set –> ad

Correct! A campaign consists of one or more ad sets which contain individual ads.

15. Which of the following are examples of ad placement options for ads created on Ads Manager? (Choose all that apply)

  • Search (CORRECT)
  • In-Stream (CORRECT)
  • Profile
  • Feed (CORRECT)

Correct! This is one of the options for ad placement on Ads Manager.

16. Which type of major ad placement places your ad on Facebook and Facebook Marketplace if someone searches something related to your product?

  • In-stream
  • In-Article
  • Messages
  • Search (CORRECT)

Correct! The Search placement puts your ad next to relevant search results on Facebook and Facebook Marketplace.

17. Which part of the Facebook total value ad auction equation tells you the numerical score Facebook assigns to an ad through the auction? 

  • Total Value (CORRECT)
  • Ad Quality
  • Advertiser Bid
  • Estimated Action Rate

Correct! The total value is a combination of the advertiser bid, estimated action rate and user value.

18. Which of the following shows the correct order of actions you need to take at the ad level?

  • choose format → define destination → write copy → add photos and videos
  • write copy → add photos and videos → choose format → define destination
  • add photos and videos → write copy → choose format → define destination
  • choose format → add photos and videos → write copy → define destination (CORRECT)

Correct! This is the correct order of action when at the ad level of your campaign.

19. Which type of major ad placement places your ad before, during or after video content?

  • In-Stream (CORRECT)
  • Search
  • In-Article
  • Messages

Correct! The In-Stream placement is only an option for Facebook.

20. Let’s say two skateboard companies are competing in an auction to show one person, named Daniel, an ad. Daniel lives in Denver.

Company One targeted people who like skateboarding who live near the Rocky Mountains in Colorado.

Company Two is targeting all men who like to skateboard in the U.S. Company Two budgeted way more money than Company One for ads.

Which part of Company Two’s Total Value score will this boost?

  • Ad Quality
  • Advertiser bid (CORRECT)
  • Estimated Action Rate

Correct! The Advertiser bid tells you how much an advertiser is willing to pay to achieve their desired outcome.

21. At which level of the campaign structure do you define your target audience?

  • Campaign level
  • Ad set level (CORRECT)
  • Ad level
  • Objective selection level

Correct!

22. Which part of the Facebook total value ad auction equation tells you how much an advertiser is willing to pay to achieve their desired outcome? 

  • Estimated Action Rate
  • Total Value
  • Advertiser Bid (CORRECT)
  • Ad Quality

Correct: Correct! You can set this bid yourself or you can have Facebook automatically determine what this bid should be.

23. True or False? If you have a Facebook profile or an Instagram account, you automatically also have an Ads Manager account.

  • True (CORRECT)
  • False

Correct: Correct! You can create your campaign in Ads Manager without having a Facebook Business Page or an Instagram Account for Business.

24. In which major section of Ads Manager (found in the top navigation bar) would you create, schedule, and manage your organic and paid posts?

  • Manage Business
  • Advertise
  • Engage Customers (CORRECT)

Correct! The Facebook Conversion objective is built to drive action on a site to help grow your business through direct response actions.

25. In which major section of Ads Manager (found in the top navigation bar) would you prepare mockup ad campaigns?

  • Manage Business
  • Advertise (CORRECT)
  • Engage Customers

26. Which of the following are examples of ad placement options for ads created on Ads Manager?  (Choose all that apply)

  • Profile
  • Media Carousel
  • In-Article (CORRECT)
  • Stories (CORRECT)

Correct! This is one of the options for ad placement on Ads Manager.

27. Let’s say two skateboard companies are competing in an auction to show one person, named Daniel, an ad. Daniel lives in Denver.

Company One targeted people who like skateboarding who live near the Rocky Mountains in Colorado.

Company Two is targeting all men who like to skateboard in the U.S.

Daniel’s liked everything on Facebook to do with the Rocky Mountains.

Which part of Company One’s Total Value score will this boost?

  • Estimated Action Rate
  • Ad Quality (CORRECT)
  • Advertiser bid

Correct: Correct! Ad quality is how engaging Facebook thinks an audience will find an ad and since Daniel has engaged with Rocky Mountain content a lot, then he will also likely engage with Company One’s ad, giving it a higher ad quality score.

28. Which of the following is NOT something you define when thinking about ad sets?

  • budget
  • target audience
  • schedule
  • objective (CORRECT)

29. True or False? Ads Manager’s Advertise section lets you access Audience Insights, get deeper analytics about how people interact with your business

  • False (CORRECT)
  • True

Correct

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