META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 3 – Fundamentals of Social Media Advertising

Week 4: Getting Started with Advertising on Facebook and Instagram

Coursera Study Guide

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TABLE OF CONTENT

This week you will learn how to build an ad campaign from your Facebook Business Page and how to create a campaign from your Instagram Business Account and in your Instagram Stories.

Learning Objectives

  • Know why and how companies implement data policies
  • Learn how the digital advertising industry regulates data usage
  • Get a basic understanding for data protection laws (GDPR, CCPA, COPPA)
  • Know who and how data is collected and stored online
  • Get an overview of data-based advertising and how and what types of data is collected online

PRACTICE QUIZ: FIRST STEPS OF ADVERTISING ON FACEBOOK

1. Which of the following are details you can set when defining your audience on Facebook Ads Manager?

  • Age
  • Location
  • Specific Interests
  • All of the above (CORRECT)

Correct! Age, location and specific interests are a few of many different ways you can define your target audience on Facebook Ads Manager.

2. Which of the following are steps in creating an ad campaign on Facebook Ads Manager? (Choose all that apply)

  • Set a budget and campaign duration (CORRECT)
  • Choose an objective (CORRECT)
  • Set your target audience (CORRECT)
  • Cross post your ad on Twitter

Correct! This is the last step in the campaign creation process and it’s an important one.

Correct! This is the first step in the campaign creation process and the other steps should fall in line with this objective.

Correct! This step tells Facebook who you want to see your ad.

3. Let’s say you just totally redesigned your business’s website and it works better than ever. You want to get more people to see the update that your website just got.

Which Facebook Ads Manager objective should you choose for your campaign?

  • Get More Website Purchases
  • Promote Your Page
  • Promote Your Business Locally
  • Get More Website Visitors (CORRECT)

Correct! You want more people to come to your website and check it out so this is the perfect objective to select for your goal.

4. Let’s say you just started a company that specializes in creating specialty jewelry. You put up a business page on Facebook and are hoping people will view it and start connecting with you there. Which Facebook Ads Manager objective should you choose?

  • Promote Your Page (CORRECT)
  • Get More Website Purchases
  • Get More Website Visitors
  • Get More Leads

Correct! You want your Facebook page to get noticed so you’ll need to promote it.

5. Let’s say you run a custom skateboard business out of Denver that manufactures its own parts. You want as many people as possible to see the massive selection you have on your website. Which Facebook ad objective should you use?

  • Promote Your Page
  • Promote Your Business Locally
  • Get More Website Visitors (CORRECT)
  • Get More Leads

Correct!

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QUIZ: GETTING STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM

1. Let’s say you’re advertising on Instagram for the life insurance division of a major company. You want your ads to be seen by people in the American Northeast over the age 50. Which advertising targeting option should you use?

  • Automatic targeting
  • Create Your Own Audience (CORRECT)

Correct! If you want to manually enter your targeting options such as their location, demographic, interests or accounts they follow, pick “Create Your Own”.

2. To keep your stories dynamic, you should:

  • Limit use of brand logos
  • Strategically deploy speed (CORRECT)
  • Film them without sound
  • Break them into multiple scenes (CORRECT)

Correct! Things move fast in stories. So, try and land your message and showcase your brand quickly. Experiment with reducing your story to the most essential elements.

Correct!  As people consume stories content quickly, be mindful of the length of each scene. So for more complex Stories, experiment with multiple short scenes instead of one long shot.

3. True or false? When creating an ad on Facebook, you can target specific demographics, interests or behaviors.

  • True (CORRECT)
  • False

Correct! You can use Facebook’s detailed targeting feature to get your ad in front of a specific demographic.

4. Your business is hoping to get in contact with more of their customers directly.  In order to achieve that goal, what should they do?

  • Boost a post asking customers to reach out to your page
  • Include a CTA Send Message button on an ad
  • Target an age group that is most likely to message your business (CORRECT)
  • Select the “Get More Website Visitors” ad object so customers will contact you through your site

Correct! Here the Facebook algorithm would look for people in your target audience who are most likely to message your business.

5. What action would a business want its customers to take if it selects “Get More Website Purchases” as its campaign objective when creating an ad on Facebook?

  • Make a purchase (CORRECT)
  • Like a post
  • View a video
  • Install an app

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

6. Let’s say you have a surfboard business that you’re promoting an Instagram post for. Most of your work is custom, so you need to talk with customers before they order. Your promoted post should direct them towards:

  • Your Website
  • Your Direct Messages (CORRECT)
  • Your Profile

Correct! Directing customers to your DMs will allow you to more easily connect with buyers and facilitate custom orders.

7. Let’s say you’re advertising a new video game on Instagram. You want your ads to be seen by people with similar interests as your current followers, but limit the age range to people under 35. Which advertising targeting option should you use?

  • Automatic targeting
  • Create Your Own Audience (CORRECT)

Correct! If you want to manually enter your targeting options such as their location, demographic, interests or accounts they follow, pick “Create Your Own”.

8. True or false? After creating an ad, you submit it for review to make sure that it meets Instagram’s Advertising Policies.

  • True (CORRECT)
  • False

Correct! Once your ad is created and submitted for review, your promotion will begin running. After submitting your ad, you can use the Promotions button to view insights on how it’s performing.

9. You just opened a thrift store in your town and are looking to utilize your Facebook Business page to reach people around your brick-and-mortar business. Which Facebook Ads Manager objective should you choose?

  • Promote Your Business Locally (CORRECT)
  • Get More Website Purchases
  • Promote Your Page
  • Get More Website Visits

Correct! A local promotion ad may target the population around your brick-and-mortar business, or you may just want to target a specific area of your city or town to increase local awareness if your business is solely online.

10. Let’s say you own an online specialty kitchenwares store. You want to get more people to sign up for your new newsletter that gives cooking techniques and highlights new products. Which Facebook Ads Manager objective should you choose for your campaign?

  • Get More Leads (CORRECT)
  • Boost a Post
  • Promote Your Business Locally
  • Promote Your Page

Correct! You want to collect leads, in this case email addresses, to keep people updated on your business and new products.

11. True or false? Once you’ve set a specific goal for your business that you’d like your Facebook ad to help you achieve, the next step is to choose the promotion or ad objective that matches your business goal.

  • False
  • True (CORRECT)

Correct! Facebook offers you several different categories of ad objectives to choose from. These are all the things your ad might do for you, such as help you get more website visitors, Page likes or RSVPs for an event you’re hosting.

12. Which success metric should you monitor if you choose the ad object “Promote Your App” for your Facebook business page?

  • Number of app downloads (CORRECT)
  • Number of website visits
  • Number of ad engagements
  • Number of people you reached

Correct! Promoting your App should illustrate to users what the app is used for and how it relates to your business, utilizing photos and videos when necessary. You can even create a call-to-action button (“Download Today” or “Play Now”) to send visitors into your app.

13. What action would a business want its customers to take if it selects “Promote Your Page”  as its campaign objective when creating an ad on Facebook?

  • Make a purchase
  • Like a post
  • Install their app
  • Like their page (CORRECT)

Correct! By choosing “Promote Your Page”, businesses will get to introduce their business page to new audiences, and therefore increase follower count.

14. True or false? A good Instagram Story ad typically consists of one long scene rather than multiple short scenes.

  • True
  • False (CORRECT)

Correct! As people consume stories content quickly, be mindful of the length of each scene. So for more complex Stories, experiment with multiple short scenes instead of one long shot.

15. Which of the following is the first step in creating an ad campaign with Facebook Ads Manager?

  • Set your budget
  • Choose your target audience
  • Create the actual ad
  • Choosing your ad objective (CORRECT)

Correct! The first step you will take after clicking the Promote button is to choose an objective for your campaign from the ones Facebook lists.

16. What action would a business want its customers to take if it selects “Boost A Post” as its campaign objective when creating an ad on Facebook?

  • Make a purchase
  • View a video
  • Like a post (CORRECT)
  • Install an app

Correct! By boosting a post, new audiences will get a chance to like and interact with an interesting piece of content that has performed well in the past.

17. Let’s say you have a food magazine that you’re promoting an Instagram post for. Your goal is to build a larger following on Instagram to eventually grow your business. Your promoted post should direct users towards:

  • Your Profile (CORRECT)
  • Your Website
  • Your Direct Messages

Correct! Since your goal is to increase your social media following, directing customers to your Instagram profile is the best option.

18. Let’s say you’re advertising a new restaurant on Instagram. You want your ads to be seen by people with similar interests as your current followers. Which advertising targeting option should you use? 

  • Automatic targeting (CORRECT)
  • Create Your Own Audience

Correct! If you want to reach people similar to your followers you can let Instagram do the targeting and pick “Automatic”.

19. You start a Facebook Business Page and want to run an ad to increase people’s awareness of your business and get more Page likes. Which Facebook Ads Manager objective should you choose?

  • Promote Your Page (CORRECT)
  • Get More Leads
  • Promote Your App
  • Boost A Post

Correct! Promoting your business Page is a great way to reach people who may be interested in your brand based on similar content and pages they’ve interacted with.

20. Let’s say you run a shop in Atlanta that sells disc golf equipment . You haven’t started your online store yet so you want to drive people to your physical location. Which Facebook Ads Manager objective should you choose?

  • Get More Leads
  • Get More Website Purchases
  • Get More Website Views
  • Promote Your Business Locally (CORRECT)

Correct! You want to promote the ad to people who are located near you so that they come into your store.

21. Theresa wants to run an ad on Instagram to promote her new pet care store. As she sets up her ad, she is asked to determine her target audience. She’d like her ad to reach people like those who already follow her business account. Which of the following options should she choose?

  • None of the above
  • Create Your Own
  • Automatic (CORRECT)

Correct! When you let instagram automatically find your target audience, your ad will appear in front of people who are most similar to your followers.

22. Let’s say you have a catering business that you’re promoting an Instagram post for. There are too many tiered catering options for you to list on Instagram, so you need to direct customers to a separate page. Your promoted post should direct them towards:

  • Your Website (CORRECT)
  • Your Profile
  • Your Direct Messages

Correct! To share more information about catering options, link your post to your website and add a “Learn More” CTA button.

23. True or false? Engagement rates are higher for Instagram stories without sound, as people frequently watch them muted.

  • True
  • False (CORRECT)

Correct! You should get more engagement for stories with sound, so use voice-over or music as creative tools to enhance the message and value proposition for your brand or product.

24. Which Facebook campaign objective should be selected to generate sales on a website or app?

  • Conversions (CORRECT)
  • Traffic
  • Brand Awareness
  • Reach

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

25. Which of the following statements are true about Instagram Stories Ads? (Select all that apply)

  • Stories have an intimate and personal feel that allows people to be more immersed and in the moment. (CORRECT)
  • Stories ads appear between Instagram posts in your feed.
  • Instagram Stories Ads disappear after 24 hours.
  • Stories on Instagram give you an immersive, full-screen vertical format to bring your business to life. (CORRECT)

Correct! Instagram stories create a great environment for brands to connect authentically with their target audience.

Correct! Stories on Instagram are great for reaching audiences in a fun and interactive medium. You can do this through photos, videos, text, and effects.

26. True or False: Facebook Ads Manager allows you to set an ad duration and a budget for your campaign.

  • True (CORRECT)
  • False

Correct! One of the last steps in creating your campaign is to set a duration and budget for your ad. Based on that information, Facebook will even give you an estimate of how many people you will reach.

27. True or False? If you want to target people within 30-miles with your Instagram ad, you should select the “Automatic” targeting option

  • True
  • False (CORRECT)

Correct! You should use the “manual” targeting option and control for location.

28. How many seconds can a video Stories ad be?

  • 5
  • 15 (CORRECT)
  • 20
  • 30

Correct! People can skip these ads, too, so you’ll want to grab their attention in the first five seconds.

29. Let’s say you own a sporting goods store. You decide to boost a pre-existing post as an ad to create more awareness around your business and increase online visibility for your business. Which success metric should you track to determine whether your ad was successful?

  • Post engagement number (CORRECT)
  • Number of app downloads from your ad
  • Link clicks on your ad
  • Number of website purchases brought in through the ad               

Correct: Correct! This is the total number of actions that people have taken involving your ad. Boosting a post can also help get more people to react, share and comment on your content, as well as help expand your audience to friends of followers and new audiences altogether.

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