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Course 5 – Measure and Optimize Social Media Marketing Campaigns

Week 2: Measure Your Advertising Effectiveness

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TABLE OF CONTENT

In the second week, you’ll learn how to evaluate the success of your advertising campaigns. You’ll learn to evaluate campaign results reports and you’ll learn how lift studies can help you determine the impact of your campaign.

Learning Objectives

  • Understand what questions to ask when measuring your marketing effectiveness
  • Explain methods to assess advertising effectiveness using experiments on Facebook
  • Understand the role of Facebook Pixel, SDK and Offline Conversions in advertising effectiveness measurement
  • Understand experiments and how they can help measure advertising effectiveness

PRACTICE QUIZ: INTRODUCTION TO ADVERTISING EFFECTIVENESS MEASUREMENTS

1. Experiments use a treatment and a control group. Which of the following correctly describes how the treatment and control group differ when testing advertising effectiveness?

  • The treatment group may see your ad, the control group won’t see your ad (CORRECT)
  • People in the treatment group will see your ad more often than people in the control group, who will only see your ad once
  • People in the treatment group will see a different version of your ad from the people in the control group
  • People in the treatment group are guaranteed to see your ad, people in the control group won’t see your ad

Correct! People in the treatment group receive ‘the treatment’, in this case, they may see your ad. People in the control group don’t see your ad.

2. When you decide to run an advertising effectiveness study using experiments, which 2 conditions should be met to make your study powerful?

  • The advertising effectiveness test should use a randomized controlled trial (RCT) and assure everyone in the treatment group actually sees the ad
  • The advertising effectiveness test should use a randomized controlled trial (RCT) design and use intention to treat (ITT) (CORRECT)
  • The advertising effectiveness test requires that you evenly split the audience in a test and control group and the test should use intention to treat (ITT)
  • The advertising effectiveness test should use a treatment and a control group and you should make sure the people in the treatment group actually saw the ad

Correct! Those two conditions will help guarantee that you can see the true incremental impact of your campaign.

3. Why should you randomly assign people to the treatment or the control group in an advertising effectiveness test using experimental design?

  • By randomly assigning people to groups, they will see a random selection of ads which will help control any external variables that might affect results.
  • Randomization helps to control for external effects, or variables that are harder to control. By randomly assigning people you try to vary the influence of external factors evenly across groups. (CORRECT)
  • By randomly assigning people to groups, you guarantee that people who are supposed to see an ad actually see the ad.
  • Randomly assigning people to the treatment versus the control group will help the advertiser choose who gets to see your ads and who doesn’t.

Correct! When you run an experiment involving people, you cannot control all external variables that affect people’s daily lives. Since you don’t want any particular variable to influence one group more than the other, randomly assigning people to a group helps.

4. What does it mean if an experiment uses ‘Intention to Treat (ITT)’?

  • It means that it is your intention to show an ad to people in the treatment group
  • ITT means that you randomly assign people to the treatment or the control group
  • It means you won’t count the results for people in the treatment group who ended up not seeing the ad you had intended for them
  • ITT means that people who are assigned to a treatment group will stay in that treatment group, even if they did not receive the treatment for some unforeseen reason (CORRECT)

Correct! With ITT people remain part of the treatment group, whether they ended up receiving the intended treatment or not. In the case of advertising this means that people remain part of the treatment group whether they saw the ad you intended for them or not.

5. What could the effect be of using ITT (Intention to Treat) on the incremental impact of your campaign results?

  • Result remains the same
  • The incremental impact you observe may be lower (CORRECT)

Correct!  If you use intention to treat, it means that people who end up not being exposed to your ad still remain in your treatment group. So, on average, the incremental impact of your campaign may be lower as the people who did not see your ad are probably less likely to take action.

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QUIZ: MEASURE YOUR ADVERTISING EFFECTIVENESS

1. Imagine you work in the marketing department of a large electronics company. You are planning to set up a new conversion campaign on Facebook focused on generating online sales for computer monitors. Your manager asks you to make sure you can report on the effectiveness of your campaign once the campaign is completed. The first section of the Brand Survey Test focuses on the test details. What are your options for what you can test? (Select all that apply)

Note: You do not need to take the cost of materials into account for the ROAS calculation.

  • You can test the effect of all the campaigns that are running in your account together. (CORRECT)
  • You can test the effect of a group of campaigns that have not run yet but you plan to run.
  • You can test a specific campaign. (CORRECT)
  • You can test the effect of a group of campaigns. (CORRECT)

Correct! Testing to see how all of your campaigns ran can give you a helpful overview of all your marketing efforts.

Correct! If you don’t want to test all of your campaigns, choose one or a specified group to narrow your test’s focus.

Correct! If you only want to assess the effectiveness of a single campaign, you can select one and have that be the only one you test.

2. True or false? Facebook suggests that in order to run a successful test, you should at least spend about $30,000 on advertising in the campaigns you are testing.

  • True (CORRECT)
  • False

Correct! In order to see a difference, you need to poll a large enough audience about whether or not they saw your ad. So, that means you have to have a certain budget to make the test work.

3. Which of the following are elements of an experimental design?

  • Treatment Group (CORRECT)
  • Control Group (CORRECT)
  • Treatment Variable (CORRECT)
  • Variable Group

Correct! We call the group that received the treatment in an experiment the treatment group.

Correct! The group that does not receive the treatment in an experiment is called the control group.

Correct! The one variable that differs between the control group and treatment group in an experiment is often referred to as the treatment variable.

4. The one aspect of an experiment you change between the treatment group and the control group is called the:

  • Incremental Impact
  • Treatment
  • Control
  • Variable (CORRECT)

Correct! The variable is the single change made in the experiment between the control group and the treatment group.

5. True or false? When Facebook says it uses Intention to Treat (ITT) in advertising effectiveness tests, it means that those who are part of the test (or treatment) group in an experiment will not remain in the group.

  • True (CORRECT)
  • False

Correct! By using Intention to Treat, Facebook will keep people who are part of the test (or treatment) group in an experiment in that group, even if they ended up not seeing the ad that was intended for them in the test

6. Imagine you ran a Holdout Test for your Facebook campaign and you find the following information in the report of the results:

  • Conversion lift percent: 15.2%
  • Conversion Lift: 2,155
  • Sales Lift: $88,100

Based on this information, which of the following is correct?

  • There is 15.2% chance that you Facebook ads caused additional conversions
  • Without your Facebook campaign, there would have been $88,100 in sales
  • Sales among the people who did not have the opportunity to see your Facebook ads was $88,100
  • Your Facebook ads caused 2,155 additional conversions to occur that wouldn’t have happened otherwise (CORRECT)

Correct! The conversion lift tells you how many additional conversions happened as a result of your ads. So in this case, the Facebook ads generated 2,155 additional conversions.

7. What is an acceptable confidence level for your test?

  • Anything above 75%
  • Depends on the test
  • 90% and above (CORRECT)
  • Between 80-85%

Correct! A confidence level of 90% or higher is good. Ideally, you shouldn’t go below that. That means your test isn’t as strong as it could be.

8. True or false? A well designed experiment requires that people in the test are randomly assigned to the test or the control group.

  • True (CORRECT)
  • False

Correct! Randomization distributes people with certain characteristics between the control and the treatment groups, which creates groups that are as similar as possible.

9. The Facebook pixel can track conversions made on what platform?

  • Mobile app
  • Website (CORRECT)
  • Offline shopping (e.g. in a store)
  • None of the above

Correct! The Facebook pixel is a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns.

10. Why is it important to randomly assign people to the control or the treatment group in an experiment?

  • It helps to minimize the effect of external variables outside of your control on the results (CORRECT)
  • It is helps to make sure that the people you intended to see your ad actually see it
  • It is necessary to make sure you have an equal number of people in the control and the treatment group
  • It helps the advertiser control who gets to see their ads

Correct! Randomization distributes people with certain characteristics between the control and the treatment groups, which creates groups that are as similar as possible.

11. What do we mean by ‘control group’ in an experiment?

  • The group for which the advertiser controls the ads they see
  • The group that could potentially be exposed to the treatment
  • The group that won’t be exposed to the treatment (CORRECT)
  • The group that will have the biggest effect on your results.

Correct! The control group does not see the ad, the treatment group may be exposed to that ad.

12. Imagine you run an online art supply store. You are looking to increase awareness of online purchases by 5 percentage points among the target audience within three months. Which test would best measure this goal?

  • Brand Survey Test (CORRECT)
  • Holdout Test

Correct! A Brand Survey Test measures the effect of your ads on ad recall and other brand related metrics measured through the use of a survey

13. You want to run an experiment for your company’s advertising campaign. When designing your experiment, you randomly assign people to a control group and a treatment group. Studies that use this type of experiment are referred to as:

  • Incremental Impact
  • Brand Survey Test
  • Randomized Control Trials (RCTs) (CORRECT)
  • Holdout Test

Correct! Randomization is the process of assigning people to the different groups by chance, or randomly. By doing that, you distribute people with certain characteristics equally over the groups.

14. Imagine you want to track customer actions taken on your company’s app. Which Facebook tool would be most helpful?

  • Facebook Pixel
  • The Facebook SDK (CORRECT)
  • Offline Conversions

Correct! Facebook’s software development kit (SDK) opens a wide range of powerful features to help you connect with people once they download your app. It enables you to track events or target engagement and conversions.

15. What does it mean when Facebook says it uses Intention to Treat (ITT) in advertising effectiveness tests?

  • It means that people are randomly assigned to the test or the control group
  • It means that Facebook will only count the results from people in the test group if they ended up seeing the ad that was intended for them.
  • It means that people who are part of the test (or treatment) group in an experiment will remain in that group, even if they ended up not seeing the ad that was intended for them in the test (CORRECT)
  • It means that Facebook splits the audience evenly in a test and control group.

Correct! By using Intention to Treat, the effects of potential bias are minimized since all participants remain in the test group.

16. True or false? If the confidence level for your test isn’t very high, stop running your test for a bit longer and decrease your advertising budget to see a bigger effect.

  • True
  • False (CORRECT)

17. True or false? If you want to run an experiment to test your advertising effectiveness, you have to plan it before you create and run your advertising campaign.

  • True (CORRECT)
  • False

Correct! Experiments are carefully planned ahead of time. That’s because they involve creating groups of subjects that receive different treatments.

18. True or false? The ‘control group’ is the group in the experiment that will be exposed to the treatment.

  • True
  • False (CORRECT)

Correct! The ‘control group’ is the group in the experiment that is NOT exposed to the treatment.

19. True or false: A Holdout Test uses a test and a control group and a Brand Survey test does not.

  • True
  • False (CORRECT)

Correct! A Holdout Test measures the effect of your ads on conversions, whereas a Brand Survey Test measures the effect of your ads on ad recall and other brand related metrics measured through the use of a survey

20. What is the difference between a Holdout Test and a Brand Survey Test on Facebook?

  • A Holdout Test measures the effect of your ads on conversions, whereas a Brand Survey Test measures the effect of your ads on ad recall and other brand related metrics measured through the use of a survey (CORRECT)
  • A Holdout Test evaluates the effect of your ads on conversion lift whereas a Brand Survey test evaluates the effect of your ads on link clicks
  • A Brand Survey Test evaluates the effect of your ads by polling people on ad recall, whereas a Holdout Test measures the effect of your ads by asking people whether they bought your product
  • A Holdout Test uses a test and a control group and a Brand Survey test does not

Correct! Holdout Tests and Brand Survey Tests are both useful tools, but you need to choose the correct one based on the objective of your campaign.

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