META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 4 – Advertising with Meta

Week 4: Create Your Ads and Evaluate Your Campaign Results

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TABLE OF CONTENT

This week, you’ll learn how to create your ads, including selecting images or videos and creating the accompanying copy. You’ll also learn how to evaluate your campaign results in Ads Manager.

Learning Objectives

  • Learn how your campaign objective determines your key metrics
  • Understand and analyze your campaign performance
  • Get a basic understanding of Facebook’s ad policies
  • Create ads in Ads Manager step by step
  • Get to know different ad formats

PRACTICE QUIZ: HOW TO CREATE YOUR ADS IN ADS MANAGER

1. A business wants to sell products online. What ad format clearly displays both a video and a product?

  • Video
  • Collection (CORRECT)
  • Slideshow
  • Stories

Correct! This format features multiple products and opens as an Instant Experience when someone interacts with it.

2. A new nail polish company is creating an ads campaign for the launch of their new fall line with nine different colors. In the ad all new colors must be shown to the audience. However, the business doesn’t know which new products will best sell.

The business wants to link each style page directly to the product with a call-to-action purchase button. Which ad format should the retailer use to meet these requirements?

  • Carousel (CORRECT)
  • Single image
  • Slideshow
  • Collection

Correct! Carousel ads showcase up to 10 images or videos in a single ad, each with its own link.

3. In the Identity section, all ads are required to be associated with what?

  • A Facebook Page (CORRECT)
  • An Audience Insights Account
  • An Instagram Account
  • A profile

Correct! All ads must be associated with a Facebook Page. In the Identity section you have the option of also associating the ad with an Instagram account.

4. True or False: Ads Manager automatically shortens ad text depending on the placement your ad receives.

  • True (CORRECT)
  • False

Correct!   The primary text is shortened to contain the most critical information.

5. If, when you create an ad, your photo is too large for a square or horizontal format, you should:

  • Pick a new photo
  • Crop the photo (CORRECT)
  • Pick a new ad format
  • Pick a new campaign objective

Correct!  Cropping your photo is the best solution for a photo that is too large.

6. Which of the following things could cause Facebook to reject your ad campaign while it’s in review?

  • “Shock and Scare” Violence (CORRECT)
  • Advertising to Teenagers
  • Vulgar Language (CORRECT)
  • Sexual Content (CORRECT)

Correct!  Facebook doesn’t allow these images because they may shock or elicit a negative response from your audience.

Correct!  Ad text should never be rude, offensive or bullying.

Correct!  Ads can’t be overly sexual, imply nudity, show excessive amounts of skin or focus unnecessarily on body parts, even if portrayed for artistic or educational reasons.

7. What is a valid reason that an ad would be rejected by Facebook?

  • An image within the ad was relevant to its message
  • The ad used before-and-after weight loss photos (CORRECT)
  • The link to the landing pages included content that was relevant to the ad
  • The ad used a video ad that was originally created for television

Correct! The use of before and after photos is not allowed in Facebook ads.

8. What’s the best ad format to use if you want to explain a process to someone using multiple images?

  • Carousel (CORRECT)
  • Single Image
  • Slideshow
  • Collection

Correct!

9. At what point of ad creation can you cycle through previews of what your ad will look like in different placements, such as Instagram Feed or Facebook Marketplace?

  • Identity
  • Ad Creative (Image, Text, and Links) (CORRECT)
  • Ad Format
  • Review

Correct!

10. True or False? Ad Sets will remain in the “Learning” phase until a campaign is complete because Facebook’s algorithms are always learning how to better optimize delivery.

  • True
  • False (CORRECT)

Correct! Facebook’s machine learning algorithms are always looking to optimize your delivery, but an ad set usually exits the “Learning” phase as soon as performance stabilizes after around 50 optimization events since its last significant edit.

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QUIZ: CREATE YOUR ADS AND EVALUATE YOUR CAMPAIGN RESULTS

1. Which ad format is designed to reflect the way people actually consume video—from bite-sized videos they watch on the go, to longer video styles they watch on the couch?

  • Single Image
  • Single Video (CORRECT)
  • Collection
  • Carousel

Correct!  A single video is the way people consume video on most platforms.

2. A beard oil company is new to Ads Manager and wants to begin experimenting and creating ads. Which ad format is the best one with which to start?

  • Slideshow
  • Single image (CORRECT)
  • Carousel
  • Collection

Correct!  A single image is the best starting point when experimenting with ads.

3. An advertiser is looking to change an ad campaign’s objective from conversions to store traffic. Where should the advertiser navigate in Ads Manager?

  • Ad set level
  • Ad account level
  • Ad level
  • Campaign level (CORRECT)

Correct!

4. True or False? It’s a good idea to use stock photos when creating your ads as opposed to your own photos, as stock photos are more universal.

  • False (CORRECT)
  • True

Correct! You should always use your own photos, as it creates a stronger connection to your brand.

5. You design a PSA ad for a campaign that raises awareness about the dangers of drunk driving, and your image is a photo of a dead body after a drunk-driving accident. Is Facebook likely to reject this campaign for violating its Ad Policies?

  • Yes (CORRECT)
  • No

Correct!  This advertisement contains shocking and violent imagery that will make it likely for Facebook to reject it.

6. What is a valid reason that an ad would be rejected by Facebook?

  • The link to the landing pages included content that was relevant to the ad
  • The ad contained sexually suggestive images. (CORRECT)
  • Lead ads were used to receive email, first name and phone number
  • An image within the ad was relevant to its message

Correct! Facebook does not allow sexually suggestive images, no exceptions.

7. A hardware business wants users to immediately be able to browse its pipe collection, which contains more than 25 types of pipe of varying lengths and widths. Which ad format should the retailer use to meet these requirements?

  • Single image
  • Slideshow
  • Collection (CORRECT)
  • Carousel

Correct!  The Collection format will allow customers to easily browse through the different types of pipes.

8. An advertiser is delivering a Facebook campaign and recently created an Instagram business profile. In Ads Manager where should the advertiser navigate in order to include the Instagram business profile in the campaign?

  • Ad level (CORRECT)
  • Ad set level
  • Campaign level
  • Ad account level

Correct! The ad’s identity determines who the advertisement is being delivered from (Facebook Page or Instagram Page of a brand). The identity is selected at the ad level.

9. True or False? Facebook machine learning optimizes for image and text ads, so you don’t need to click through the different previews of the ad in different locations to make sure your image looks great in all of them and the most critical information is visible.

  • False (CORRECT)
  • True

Correct!  While Facebook machine learning does optimize for image and text ads, it is still important to review the previews to make sure your images look great.

10. You design an ad campaign for a weight-loss product with “before and after” pictures. Is Facebook likely to reject this campaign for violating its Ad Policies?

  • No
  • Yes (CORRECT)

Correct!  Before-and-after images that may contain unlikely results and promote negative self-perception violate Facebook’s ad policy.

11. What is a valid reason that an ad would be rejected by Facebook?

  • An image within the ad focused on individual body parts (CORRECT)
  • Lead ads were used to receive email, first name and phone number
  • The ad used a video ad that was originally created for television
  • The link to the landing pages included content that was relevant to the ad

Correct! Facebook Advertising Policy prohibits the use of ads focused on individual body parts.

12. Which KPI measures how many times someone clicked an ad to reach your website?

  • Estimated Ad Recall Lift
  • Conversion Events
  • Landing Page Views (CORRECT)
  • Post Engagements

Correct!  This metric measures how many people arrived at your website by clicking on the ad.

13. A candy company delivers a campaign to generate maximum sales of its candies. Which metric should the company use to evaluate the success of the campaign?

  • Conversions (CORRECT)
  • Clicks
  • Impressions
  • Reach

14. Which ad format opens up a broader catalog of up to 50 different products when tapped on?

  • Single Video
  • Single Image
  • Carousel
  • Collection (CORRECT)

Correct!  The collection format allows users to access multiple products with one click.

15. What is a valid reason that an ad would be rejected by Facebook?

  • The link to the landing pages included content that was relevant to the ad
  • An image within the ad was relevant to its message
  • The ad used a Facebook logo with a red background instead of the official blue (CORRECT)
  • The ad used a video ad that was originally created for television

Correct! Your ad cannot contain an altered version of the Facebook logo.

16. A new menswear brand company delivers a campaign to generate maximum awareness among new potential customers. Which metric should the company use to evaluate the success of the campaign?

  • Impressions
  • Clicks
  • Reach (CORRECT)
  • Conversions

Correct!  The reach metric will tell the company the number of unique users that were exposed to their content.

17. A men’s retail business is launching a new shoe line with eight different style/color combinations. All styles must be shown to the audience. However, the business doesn’t know which new products will best sell.

The business wants to link each style page directly to the product to receive pixel information. Which ad format should the retailer use to meet these requirements?

  • Single image
  • Carousel (CORRECT)
  • Video
  • Slideshow

Correct! Carousel ads showcase up to 10 images or videos in a single ad, each with its own link.

18. You design an ad for a campaign that markets skate shoes to teens. Is Facebook likely to reject this campaign for violating its Ad Policies?

  • No (CORRECT)
  • Yes

Correct!  This advertisement adheres to all of Facebook’s guidelines.

19. True or False? When creating image-based ads, you should crop them to make sure they look great in a square, vertical, and horizontal format.

  • True (CORRECT)
  • False

Correct!  It’s important to make sure that your images look great in different aspect ratios.

20. If you are running a campaign with a conversion objective, which metrics in Ads Manager should you pay the most attention to?

  • Results (CORRECT)
  • Cost per Result (CORRECT)
  • Reach
  • Impressions

Correct!

21. Calla + Ivy are planning a campaign to increase the number of subscribers for their monthly newsletter. They are choosing the Lead Generation campaign objective and are optimizing ad delivery for Leads.

When evaluating their campaign results, which are the key metrics they should be looking at? (Choose all that apply)

  • Cost per Landing Page View
  • Post Engagement
  • Cost per Lead (CORRECT)
  • Leads (CORRECT)

Correct!

22. Which KPI estimates how many people would remember seeing your ad if they were asked within two days?

  • Cost per Link Click
  • Post Engagements
  • Conversion Events
  • Estimated Ad Recall Lift (CORRECT)

Correct: The statement above is an accurate definition of an Estimated Ad Recall Lift.

23. A new alcoholic seltzer company wants to compete in a crowded market by creating a video ad campaign which people will remember when they go to the store. Which metric should the company use to evaluate the success of the campaign?

  • Estimated Ad Recall Lift (CORRECT)
  • Impressions
  • Reach
  • Conversions

Correct!  The estimated ad recall lift measures the estimate of people who will remember your ad campaign when asked about it within two days of seeing it.

24. An advertiser is looking to change an ad campaign’s budget. Where should the advertiser navigate in Ads Manager?

  • Ad account level
  • Ad set level
  • Campaign level (CORRECT)
  • Ad level

Correct!

25. Which KPI measures all reactions, comments, shares and clicks on your post?

  • Estimated Ad Recall Lift
  • Landing Page Views
  • Post Engagements (CORRECT)
  • Conversion Events

Correct: Correct!  Engagements are reactions, comments, shares, and clicks.

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