META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE
Course 3 – Fundamentals of Social Media Advertising
Week 1: Introduction to Social Media Advertising
Coursera Study Guide
TABLE OF CONTENT
In week 1, you will learn why and when you should invest in paid advertising as well as the five components that make up a paid social media ad.
Learning Objectives
- Determine why and when to invest in paid advertising on social media
- Understand the similarities and differences between organic posts and paid ads on social media
- Evaluate on which platforms to run social media ad campaigns
- Understand the anatomy of a social media ad
- Evaluate the effectiveness of a social media ad
PRACTICE QUIZ: WHY, WHEN AND WHERE TO ADVERTISE
1. Which of the following are true about paid advertisements on social media? (Choose all that apply)
- They are guaranteed to be displayed (CORRECT)
- You can control where and when your ad is shown (CORRECT)
- They are labeled as sponsored (CORRECT)
- They only appear in the feeds of people who follow your business
Correct! As long as they don’t violate any of the platform’s policies, paid ads will be displayed to your target audience
Correct! When you use paid advertising, you choose when and where people see your ad.
Correct! Since paid ads look very similar to organic posts, they are labeled sponsored to distinguish them.
2. Which of the following are true about organic posts on social media? (Choose all that apply)
- They are guaranteed to be displayed to every individual who follows your account
- You have control over when and where organic posts are seen
- They are free to post (CORRECT)
- Unless shared, they only appear directly in the feeds of people who already follow your business (CORRECT)
Correct! If you have an account on that social media platform, you can post organically all you want.
Correct! Organic posts are only displayed in the feeds of people who follow you.
3. In what ways can Facebook and Instagram ads help grow your business?
- They can increase your followers
- They can promote your website
- They can bring customers to your physical location
- All of the above (CORRECT)
Correct! There are many benefits to using Facebook and Instagram ads along with organic posts to promote and grow your business
4. True or False: Facebook and Instagram are the only social media platforms on which you can advertise.
- True
- False (CORRECT)
Correct! While Facebook and Instagram are fantastic platforms to advertise on, you can advertise on many other platforms, including Pinterest and YouTube.
5. Why might you decide to invest in paid advertising on social media?
- Your posts are not reaching your specific audience (CORRECT)
- Your friends and family are seeing your posts
- The number of people exposed to your posts is too low (CORRECT)
- Too many people are seeing your posts
Correct! If your posts are not reaching the right audience then they aren’t doing their job for your product. Paid advertising is designed to be targeted so the best audience for your product sees your posts.
That’s correct. Your goal is to get meaningful results from your posts. If the number of people viewing your posts is too low, you may not be getting the results you need.
6. Choose the Engagement KPIs.
- An ad has no limitations to its content while an organic post is limited
- An ad can be shown to a target audience outside of your followers while an organic post can not (CORRECT)
- An ad is guaranteed to be displayed in someone’s feed while an organic post is not (CORRECT)
- With ads you have more control over who will have a chance to see your ad than when posting content organically (CORRECT)
Correct! An ad is shown to your selected audience. Organic posts are shown to others using an algorithm based on their relationship to you.
Correct! An ad is paid and is guaranteed to be displayed. Organic posts are seen by those selected by the algorithm and may not be displayed to many.
Correct! You can determine what audience an ad is shown to while organic posts are shown to a subset of your existing followers based on predetermined algorithms.
7. Let’s say you run a skateboard manufacturing startup in Denver, which has both a physical storefront and a mail-order business. What’re the most efficient ways you can use Boosted Posts?
- Direct potential customers to your website (CORRECT)
- Teach people about your CEO’s biography
- Advertise “Shop Now!” and “Get Directions” Call to Action Buttons to potential customers (CORRECT)
- Market to customers nearby and drive them to your storefront (CORRECT)
Correct! You can use Facebook Audience Insights to identify people interested in skating and market to them.
Correct! These are the main two actions you want people to take.
Correct! You can use Facebook Audience Insights to market directly to customers nearby you.
8. Which social media platform allows you to send sponsored messages directly into the inboxes of your target audience?
- LinkedIn (CORRECT)
- YouTube
Correct! LinkedIn allows you to send direct sponsored messages.
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QUIZ: INTRODUCTION TO SOCIAL MEDIA ADVERTISING
1. The age, gender, location, and interests of your customers make up which component of a social media ad?
- Target Audience (CORRECT)
- Landing Page
- Creative
- Copy
Correct!
2. You’re running ads for a business that designs tailor-made dresses and operates primarily through consultations. Which of the following Facebook Call to Action buttons should you use if you want people to sign up for a consultation?
- Shop Now
- Subscribe
- Watch Now
- Book Now (CORRECT)
Correct! This CTA button prompts the audience to book an appointment with your consultation team.
3. You’re creating an ad for a boutique smartphone case company called Case. Your target audience is design-conscious people aged 21-39 with an interest in modern art and minimalist home decor.
Your ad creative is a photo of four well-dressed 20s-somethings laughing over coffee, with their Case-covered phones placed on the table. Your copy reads: “These Cases are like War Bonds—An Investment That’ll Last Forever!” Your CTA says “Shop Now!”
Which part of the ad is ineffective?
- Creative
- Copy (CORRECT)
- CTA
Correct! The copy about war bonds is geared toward a much older generation. Your target audience with an age between 21-39 likely has no experience with war bonds.
4. True or false? Image ads are some of the most common ads that appear on social media, incorporating an eye-catching photo, overlaid with little-to-no text on the image itself.
- False
- True (CORRECT)
Correct! Image ads can be easier to make and can get more engagement when accompanied by a caption and call-to-action button.
5. Brady is looking to advertise a new job opening at his company and is not having much luck on traditional job posting sites. To expedite the process and better target ideal candidates, he decides to run an ad. Which of the following ad types would best suit his advertising needs?
- An image ad on Pinterest
- Carousel ad on Instagram
- Sponsored InMail ads on LinkedIn (CORRECT)
- Video ad on Snapchat
Correct! Sponsored InMail ads take advantage of LinkedIn’s inbox system and allow advertisers to tailor messages specifically to their intended recipients.
6. True or false? Your promoted post will not appear alongside other posts and stories and look almost like an organic post.
- False (CORRECT)
- True
Correct! When you pay to promote posts on Facebook or Instagram, these posts will appear alongside organic content.
7. When running an ad on Facebook, you can choose to have your ad shown in which of the following locations? (Select all that apply)
- Instagram Stories (CORRECT)
- Facebook Messenger (CORRECT)
- Instagram direct Message
- Facebook feed (CORRECT)
Correct! Your ads can appear in people’s Facebook and Instagram Feeds and Stories. You can also choose to show your ad in Messenger, where people are connecting with others.
8. True or false? Social media ads are very accessible and allow you to create your own campaigns.
- True (CORRECT)
- False
Correct! You can spend as little or as much as you like, depending on what your goals and your budget are.
9. When choosing platforms for your paid campaign you want to consider which of the following? (Select all that apply)
- Your target audience (CORRECT)
- How much you can spend (CORRECT)
- The type of content you are sharing (CORRECT)
- The type of ad you are buying
Correct! Who are you trying to reach? Demographic characteristics such as age, gender, interests professions and locations vary a lot from channel to channel.
Correct! Your overall budget will determine how many channels you can advertise on and which ones will give you the highest return on investment.
Correct! Different platforms work better for certain kinds of content than others. Photos, for example, are perfect for Instagram or Pinterest, longer videos are often best for campaigns on YouTube and whitepapers or case studies tend to be well received on LinkedIn.
10. Which of the following are ways that you can advertise on Twitter? (Choose all that apply)
- Sponsor a trending hashtag (CORRECT)
- A traditional “in-feed” ad (CORRECT)
- Promote your Twitter account (CORRECT)
- Send direct ad messages to your audience’s inbox
Correct! This is called a “Promoted Trend”.
Correct! You can create ads that show up in the feeds of your target audience.
Correct! You can promote your twitter account to try to reach a new audience.
11. The section where you write clearly and concisely what you want people to understand and remember about your offering is which component of a social media ad?
- Copy! (CORRECT)
- Creative
- Call to Action
- Landing Page
Correct!
12. You’re running ads for a nonprofit dedicated to ocean conservation and you want your target audience to educate themselves about your work. Which of the following Facebook Call to Action buttons would be most appropriate for your ad?
- Learn More (CORRECT)
- Shop Now
- Book Now
- Download
Correct! You want your audience to engage by learning more about the work your nonprofit is doing.
13. True or false? People read ads on their mobile screens beginning to end, so your Facebook ad copy should be as long and detailed as possible.
- False (CORRECT)
- True
Correct! People skim-read their screens, so you should keep your copy short and to the point.
14. Effective social media ads should always include which of the following? (Select all that apply)
- Emojis in the ad copy
- A clear offer (CORRECT)
- A Call-to-Action (CORRECT)
- A corresponding destination (often a landing page) (CORRECT)
Correct!
15. Which of the following statements is true in regards to how paid advertising may benefit a business? (Select all that apply)
- Paid advertising can help you increase your follower count. (CORRECT)
- Paid advertising can help you reach a specific audience that you may not be reaching already with your organic social media efforts. (CORRECT)
- Paid advertising can help you market your business’ goods and services. (CORRECT)
- Paid advertising will increase traffic to your site, and therefore increase conversions.
Correct! If you want to grow your Facebook Page to build an audience of loyal followers, you can create an ad to promote your Business Page to more people, which can help increase engagement on your posts and get you more Likes, comments and shares.
Correct! You can create an organic post showcasing your business’s products and services and then turn it into an ad. With that ad you can reach shoppers who are likely to be interested in your product and turn them into customers.
16. For an ad to be effective its five core elements must work together and match. Which of the following statements reflect the 5 core elements of effective ads? (Select all that apply)
- The image(s) should vary in subject matter to make your ad more interesting
- The messaging has to be right for the target audience (CORRECT)
- Your ad should promise something to customers and offer a kind of deal to entice them to visit your website.
- There should be a clear call-to-action that expresses what you want your target audience to do next. (CORRECT)
Correct! Your ad should speak to the audience you are trying to reach.
Correct! There should be a clear call to action button that tells users to take the next step.
17. True or false? Mobile-video consumption is rising by 100% every year, making video ads a must for marketers.
- False
- True (CORRECT)
Correct! Video ads are typically short-form and attention-grabbing and are a great way to tell your brand’s story.
18. True or false? If you’re advertising on a platform like Pinterest that doesn’t offer Call-to-Action buttons, you can’t include a CTA in your ad.
- True (CORRECT)
- False
Correct! Even if a platform doesn’t offer CTA buttons, you can include a Call-to-Action in the copy of your ad.
19. True or False: Paid ads are guaranteed to be displayed in the feeds of your target audience.
- False
- True (CORRECT)
Correct! As long as they don’t violate any of the platform’s policies, paid ads will show up in the feeds of your target audience.
20. Twitter’s Card ad formats are specific image or video ads that drive users to take a certain action. Which of the following formats do Card ads come in? (Select all that apply)
- Website Card (CORRECT)
- Email Card
- Profile Card
- App Card (CORRECT)
Correct!
21. Alexa owns a nail salon and wants to incorporate multiple before and after images into an ad campaign on Facebook showcasing her salon’s work. Which of the following ad types would best suit her needs?
- Video Ad
- Collection Ad
- Image Ad
- Carousel Ad (CORRECT)
Correct! Facebook Carousel Ads allow you to incorporate 2-10 images or videos called “cards” within a single advertisement. The Carousel format allows you to create a slideshow effect using multiple images, tell a story in several pictures or videos, or highlight different aspects of your brand.
22. While scrolling on your Instagram feed, you encounter what looks to be a sponsored post for a skincare product on a beauty influencer’s page. Which required details of the post let you know that it’s sponsored? (Select all that apply)
- The influencer stated in the post’s caption that it is sponsored
- There’s a “sponsored” label that lets you know the post is sponsored
- The post has a call to action button (CORRECT)
- The post appears next to other ads in your Instagram feed
Correct! The call to action is a little button at the bottom of the ad that tells your audience what to do next. Facebook and Instagram give you suggestions for your call to action such as Learn More or Sign Up.
23. What are ads you create directly from organic posts already on your Facebook page called?
- Boosted Posts (CORRECT)
- Inorganic Posts
- Creative Posts
- Copied Posts
Correct! You are essentially paying to increase or “boost” the number of viewers you get to a post.
24. Which of the options below are components of a social media ad? (Select all that apply)
- Call to Action (CTA) (CORRECT)
- Creative (CORRECT)
- Target audience (CORRECT)
- Discount
Correct! Ads need a call to action to encourage the viewer to take the right action.
Correct! Creative should be considered in almost any ad to ensure audience match.
Correct! An ad should be directed at your target audience so you make sure the right people view the ad.
25. What is a call to action?
- It tells viewers how they can impact their local community
- It is the content of an ad
- It tells viewers what they should do in response to an ad (CORRECT)
- It is the landing page accessed via an ad
Correct! A call to action tells the viewer to act in a certain way based on the ad they are viewing.
26. You’re running ads for a company that creates and sells art through a webshop. Which of the following Facebook Call to Action buttons should you use to get people to purchase a piece of art?
- Book Now
- Contact Us
- Subscribe
- Shop Now (CORRECT)
Correct: Correct! You want to direct your audience to your online shop.
27. You’re creating an ad for a boutique smartphone case company called Case. The target audience is design-conscious people aged 21-39, with an interest in modern art and minimalist home decor.
Your ad creative is a video of four well-dressed 20s-somethings laughing over coffee, with their Case-covered phones placed on the table. Your copy reads: “You’re stylish—shouldn’t your phone be, too?” Your CTA says “Book Now”
Which part of the ad is ineffective?
- Creative
- Copy
- CTA (CORRECT)
Correct: Correct! Your CTA should tell your audience what you want them to do. SInce you are not booking appointments, this doesn’t work here. Instead it should say “Shop Now”.
28. You’re creating an ad for a boutique smartphone case company called Case. The target audience is design-conscious people aged 21-39, with an interest in modern art and minimalist home decor.
Your ad creative is a photo of four well-dressed 20s-something laughing over coffee, with their Case-covered phones placed on the table. Your copy reads: “These Cases are alike War Bonds-An Investment That’ll Last Forever!” Your CTA says “Shop Now!”
Which part of the ad is ineffective?
- Creative (CORRECT)
- Copy
- CTA
29. Which of the following are ad formats offered to users for purchase on YouTube? (Select all that apply)
- Video ad (CORRECT)
- Overlay ad (CORRECT)
- Display ad (CORRECT)
- Side Ad
Correct: Correct! Youtube offers video ads positioned at the beginning or end of a video or shown at some point during the clip. YouTube offers both video ads the user can skip or ads they cannot skip.
Correct: Correct! Youtube offers traditional display ads that can be positioned around a video.
Correct: Correct! Youtube offers overlay ads that are positioned on top of a video for a period of time.
30. You are noticing that the number of people who view your Facebook posts is declining. What would be a good course of action to entice new viewers to your page?
- Invest in paid advertising on Facebook (CORRECT)
- Just keep doing what you’ve been doing and hope for the best
- Come up with a creative new idea for your organic posts
- Put a “Please Share” message in your posts
Correct! Paid ads will reach a greater number of people and are guaranteed to appear in the feeds of your target audience.
31. A video that conveys your message and tells a story is referred to as which component of a social media ad?
- Target Audience
- Call to Action (CTA)
- Copy
- Creative (CORRECT)
Correct
32. True or false? A post is “organic” when it is posted from your account and spreads from people who engage with your content to their friends without having to pay.
- True (CORRECT)
- False
Correct: Correct! Organic posts can spread with no cost to you or your business. This process is an important part of increasing your number of Page or account followers, but it may not grow your audience as quickly as you’d like. This is when you might want to think about advertising.
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