META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 3 – Fundamentals of Social Media Advertising

Week 2: Creative Effective Ads on Social Media

Coursera Study Guide

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TABLE OF CONTENT

In week 2, you will learn how to create an effective social media ad both independently and with either an external or internal team.

Learning Objectives

  • Understand how a business objective influences how to evaluate the success of a social media ad campaign
  • Create compelling visuals for social media ads
  • Craft effective copy for social media ads
  • Understand different team setups and roles in social media marketing
  • Learn how to collaborate effectively with others through creative briefs

PRACTICE QUIZ: DESIGNING AND WRITING EFFECTIVE ADS

1. The objective for your ad campaign is to promote awareness of your brand and get people to remember it. Which KPI will be most important for you to measure?

  • Ad Recall Lift (CORRECT)
  • Conversion Rate
  • Cost per visit
  • Return on Ad Spend (ROAS)

Correct! Ad Recall Lift shows how many people would remember your ad if they were asked about it 2 days later.

2. The total revenue generated by an ad campaign divided by the total ad spend (how much you spend on the ad campaign) is the formula for which KPI?

  • Cost per lead
  • Cost per visit
  • Return on Ad Spend (ROAS) (CORRECT)
  • Ad Recall Lift

Correct! This is a key metric for many objectives.

3. True or False: When designing videos for your Instagram ad campaign, you should design for sound on.

  • True
  • False (CORRECT)

Correct! It is recommended to design for sound off because you can’t rely on people having their sound on when watching.

4. What two things should the opening of your ad copy accomplish? (Choose all that apply)

  • Call out your audience (CORRECT)
  • Pique the audience’s curiosity (CORRECT)
  • Present the solution to a problem
  • Tell your audience what to do

Correct! This is the first thing your copy opening should accomplish.

Correct! Your opening should make the audience curious about your product by calling out a pain point or appealing to your audience feelings or logic.

5. Which of the following are tips for writing effective copy for your ad? (Choose all that apply)

  • Create urgency (CORRECT)
  • Try emojis (CORRECT)
  • Change your tone depending on the channel or platform that you are using
  • Never mention price

Correct! Creating urgency can motivate people to click on your ad.

Correct! When it seems appropriate for your target audience, emojis are a great way to communicate in a casual way.

6. Which of the following is NOT a recommended way to source visual elements for your ads? 

  • Source from your existing organic posts
  • Use product images from your online shop  
  • Source from user generated content 
  • Look at what worked from your competitors and copy their work (CORRECT)

Correct! You can definitely gain inspiration from your competitors, but your work should be unique to your brand identity. Also make sure you don’t plagiarize someone’s work.

7. If people forget your ad campaign in less than 36 hours, that means you had bad rates on which KPI?

  • Return on Ad Spending (ROAS)
  • Ad Recall Lift (CORRECT)
  • Cost-per-lead
  • Website Traffic 

Correct! Ad Recall Lift shows how many people would remember your ad if they were asked within two days after seeing it.

8. Let’s say you’re doing a photo shoot for your ice cream business. You’re taking photos of both models holding the ice cream and of ice cream alone. Some of your ads will have text in them. What should you do? 

  • Use the same perspective in each shot for consistency
  • Use the Rule of Thirds and off-center shooting with the models (CORRECT)
  • Only allow one ice cream color per photo 
  • Make the text small so the photo looks big

Correct! Using the Rule of Thirds creating visually interesting pictures and draws attention to your product.

9. Which of the following is NOT a tip for writing effective copy? 

  • Try emojis
  • Mention price
  • Always use alliteration (CORRECT)
  • Speak to your audience

Correct! That may work for some individual ads, but it’s not a general copywriting tip.

  

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QUIZ: CREATING EFFECTIVE ADS ON SOCIAL MEDIA

1. An ad agency submits a creative brief to you. It looks almost complete, but it’s missing a project timeline, deadlines, a budget, and who will approve the final work. Which creative brief element is missing?

  • Logistics (CORRECT)
  • Key benefit
  • Proof points
  • Deliverables

Correct! This section includes all the logistical details such as the project timeline, deadlines, the budget and who will approve the final work.

2. You need someone to track, analyze, and report on marketing campaigns to evaluate their success and determine best practices. You’re looking to hire a:

  • Email Marketer
  • Copywriter
  • Marketing Analyst (CORRECT)
  • Designer

Correct! The Marketing Analyst can evaluate the success of your campaigns so you can build the right audiences and dissect your data correctly so you can understand your campaign results.

3. Which part of your creative brief describes what you’re trying to promote or sell?

  • Proof point
  • Offer (CORRECT)
  • Deliverable
  • Objective

Correct! Detail what you are trying to promote or sell. Be specific about aspects or features of your offer that you think stand out.

4. True or false? If you have a Designer on your team, you will usually not need a Brand Manager as the designer can take care of the logo and brand designs.

  • True
  • False (CORRECT)

Correct! You will need a Brand Manager to help develop and share brand guidelines to create work that is in line with a brand’s personality.

5. You’re writing a creative brief and need to cover other companies in your field that target your same target audience.  Which of the following items should you include information about in your creative brief? 

  • Offer
  • Business partners
  • Competitors (CORRECT)
  • Coworkers

Correct! You want to summarize what products your competitors are currently selling or campaigns they are running that might affect reaching your own objectives.

6. Which of the following are good tips to keep in mind when shooting a picture for your ad campaign? (Choose all that apply)

  • Follow the Rule of Thirds (CORRECT)
  • Optimize for viewing on a desktop computer or a laptop
  • Keep it simple (CORRECT)
  • Use attractive color combinations (CORRECT)

Correct! With the exception of faces, your subject is most interesting if it is closer to one side or along the top or bottom of your image.

Correct! You don’t need to overcomplicate it with staging or props, keep it to the point and straightforward.

Correct! Your color combinations should be interesting but aesthetically pleasing to the eye.

7. True or false? You typically don’t need to ask users for their permission before you take their images and use them as visuals in your ad.

  • True
  • False (CORRECT)

Correct! You should always ask permission before using the content your customers have generated and shared on social media.

8. True or false? Once you have grabbed your audience’s attention with your opening and made them aware of the problem you are solving, it’s time for your call to action.

  • True
  • False (CORRECT)

Correct! After you grab your audience’s attention with your opening and address a problem you want to solve, it is time for your transition. This is where you start to talk about the “how” of solving the aforementioned problem.

9. Wes is the owner of a spa and massage center called OASIS. He wants to convey to potential customers the mental and physical benefits of his massage and spa offerings, as well as the accessibility of his business. Which of the following tips should he follow to appropriately get his message across? (Select all that apply)

  • Mention price or special offers for spa treatments and massages (CORRECT)
  • Use customer reviews to support claims about physical and mental health benefits (CORRECT)
  • Organize in-person massage demonstrations
  • Create an artificial timeframe to imply the offerings or benefits are only available for a limited time

Correct! This can motivate customers to purchase spa services, as well as make these services more accessible to a wider, more diverse audience.

Correct! Using data and customer reviews where relevant can draw customers in and validate their purchasing choices.

10. You need someone to create the visual assets for your campaigns. You’re looking to hire a:

  • Designer (CORRECT)
  • Email Marketer
  • Copywriter
  • Marketing Analyst

Correct! A designer will rely on your brand guidelines to create the visual assets for your campaign.

11. A concise statement of what you want to accomplish in your target market is which part of a creative brief?

  • Key Benefit
  • Objective (CORRECT)
  • Guideline
  • Deliverable

Correct! Your objective is a concise statement of what you want to accomplish in your target market.

12. True or false? Copywriting and email marketing are effectively the same job, as they both involve text-based communication with customers.

  • True
  • False (CORRECT)

Correct! Email marketers set and execute an organization’s strategy to communicate with prospects and customers over email offers and newsletters, utilizing data. Meanwhile, copywriters can be generalists, some specializing in writing short and succinct marketing copy and others specializing in search engine optimized content for blogs.

13. True or False: Brand marketers own and set the overall vision of a brand, its personality, and how it is positioned in the market.

  • True (CORRECT)
  • False

Correct! They often also define official guidelines on what colors, fonts, and imagery and also what tone of voice should be used to advertise the brand.

14. True or false? Your objective determines your Key Performance Indicators (KPIs).

  • True (CORRECT)
  • False

Correct! The objective you set will determine the most important metrics or KPIs you will later look at to measure the effectiveness of your campaign.

15. True or False: When shooting a video for your ad campaign, always shoot vertically.

  • False
  • True (CORRECT)

Correct! Most people will view your video on a smartphone and will be holding it vertically; therefore you should shoot it vertically as well.

16. Your ad objective or goal is to bring people to your online store and ultimately sell them your product. Which KPI will be most important for you to measure?

  • Ad Recall Lift
  • Cost per visit
  • ROAS (Return on Ad Spend) (CORRECT)
  • Cost per lead

Correct! ROAS is your total revenue generated by your ad campaign divided by the total amount you spend on your campaign. Calculating this metric will tell you how successful your ad campaign was in fulfilling your goal.

17. You want to run an ad campaign on Facebook for a gym facility you just started working for. You decide to brainstorm some ideas for creative visual assets to accompany the campaign. Which of the following sources should you consider first when determining your visuals?

  • Stock photos and footage
  • Use advertising budget to shoot from scratch
  • User generated content
  • Reuse existing posts (CORRECT)

Correct! Have a look at your existing posts, find one that matches your campaign objective with a lot of engagement, and repost it as part of your advertising efforts.

18. Lisa is writing copy for an ad she plans to run on Facebook to promote her stationery shop. She’s beginning to organize her copy, starting with creating an interesting and engaging opening to draw new customers in. What should she look to accomplish in the opening? (Select all that apply)

  • She should call out her audience (CORRECT)
  • She should announce a special deal
  • She addresses a pain point felt by her audience regarding cheap or cookie cutter greeting cards and stationery (CORRECT)
  • She should pique the curiosity of her audience with feelings or logic (CORRECT)

Correct! While she doesn’t have to directly address her audience in a proper sentence, she should make sure that the people she wants to reach have an easy time understanding her ad is for them.

Correct! Lisa uses this pain point as a hook to direct her audience to her eclectic and curated selection of stationery.

Correct! It is important for Lisa to connect with her audience on an emotional level, as well as a practical one. Mentioning special holidays or life events (weddings, birthdays, marriages) might draw people into her store, as well as financial incentives like discounts and holiday specials.

19. You’re writing a creative brief for your company and want to share information to make your offer more credible and trustworthy. What is the name for this component of a creative brief?

  • Logistics
  • Key Benefits
  • Proof points (CORRECT)
  • Offer

Correct! Share customer quotes, satisfaction levels, low-price guarantees or test results that lend you external credibility.

20. Freelancers who commit to a certain amount of work and payment on a monthly basis are paid a:

  • Royalties
  • Retainer (CORRECT)
  • Commission
  • Payroll

Correct!

21. You decide to run an ad campaign and create an objective to increase conversions on your website.  Which KPI would accurately measure this objective? (Select all that apply)

  • ROAS (CORRECT)
  • Number of website visits
  • Number of purchases (CORRECT)
  • Number of emails

Correct! Looking at your return on ad spend (ROAS) gives you an idea of the total revenue generated from your Facebook campaign divided by your total ad spend.

Correct! You want to measure the number of purchases and whether your campaign is producing positive financial results for your business.

22. Which of the following are good things to keep in mind when copywriting? (Choose all that apply)

  • Use the same ad for all segments of your audience
  • Be recognizable (CORRECT)
  • Tie your text to your visual (CORRECT)
  • Don’t use emojis

Correct! Use the same tone in all your ads so your audience recognizes your brand.

Correct! Your text and story should go hand in hand.

23. Let’s say you’re in a two-person marketing team. Your partner handles the visuals and analyzes audience data. They also set the overall vision and tone for the brand.  You’re writing packaging and sales materials, website text, the copy of your ads and managing email campaigns. Which roles are you performing?

  • Designer
  • Copywriter (CORRECT)
  • Email Marketer (CORRECT)
  • Brand Manager

Correct!

24. Someone gives you a creative brief for a dog walking app advertising campaign. It has deadlines, timelines, budgets, and approval points, and outlines all the things that the company can do for customers. It seems almost complete, but it’s missing statistics that make the offer seem credible and trustworthy. It also lists lots of positives but doesn’t specify what the most important thing the company can do for customers is. Which components are missing from this brief?

  • Logistics
  • Key Benefit (CORRECT)
  • Deliverables
  • Proof Points (CORRECT)

Correct! It doesn’t specify the single most important thing it’ll do for customers.

Correct! It doesn’t contain evidence that the offer is trustworthy.

25. You should organize the copy of your ad into three parts. Which of the following is NOT one of those three parts?

  • Opening
  • Conclusion (CORRECT)
  • Transition
  • Call to Action

Correct: Correct! The three parts are opening, transition and call to action. Conclusion is not one of the parts.

26. An ad agency submits a creative brief to you. It looks almost complete, but it’s missing the single most important benefit of your offer for your target audience. Which creative brief element is missing?

  • Objective
  • Look and Feel
  • Guidelines
  • Key benefit (CORRECT)

Correct: Correct! Key benefits should be highly relevant, connect on an emotional level and be differentiated from what competitors are communicating.

27. True or false? Emojis can be an effective way to grab their attention and communicate in a casual way.

  • True (CORRECT)
  • False

Correct: Correct! Depending on your audience, emojis can convey important emotions and are a great way to tell a story. Just make sure to not overuse them or make your message hard to get.

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