COURSE 3 – FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE QUIZ ANSWERS

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1 Week 5: Paid Social Media
2 Paid Social Media INTRODUCTION
3 TEST YOUR KNOWLEDGE: PAID ADS ON SOCIAL MEDIA
4 TEST YOUR KNOWLEDGE: TARGET YOUR SOCIAL ADVERTISING
5 TEST YOUR KNOWLEDGE: MANAGE A SOCIAL ADVERTISING BUDGET
6 FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 5
7 Paid Social Media CONCLUSION
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Week 5: Paid Social Media

This course is part of the Google Digital Marketing & E-commerce Professional Certificate on Coursera and dives into the fifth core pillar of paid social media marketing. Paid advertising on social media is a significant part of reaching a wider audience and building awareness of one’s brand. This course explains how to use different platforms and ad formats to amplify the strengths of your campaign executives, identifying those social media channels best-suited for increasing brand awareness.

You will start with the benefits of paid advertising on key social networks, including Facebook and Twitter, and move on to identifying the most interesting platform for your campaign objectives and writing engaging ad content for each of them. You will also see how to monitor your ad performance in real-time via the analytics tools these platforms implement.

Learning objectives:

  • Achieve specific marketing goals through paid social media.
  • Discuss the different benefits of paid social media.
  • Learn how to select the most ideal social media networks for your ads.
  • Create a plan for running your paid social media campaign.
  • Discover different ad formats available on a given platform.
  • Understand how to remarket your audience.
  • Determine the pay-for-play budget for paid social media.
  • Identify the most common types of paid social media bidding strategies.

TEST YOUR KNOWLEDGE: PAID ADS ON SOCIAL MEDIA

1. Fill in the blank: Paid social media is an effective way to increase _____. It allows a digital marketer to place ads in a prominent position in their audience’s feeds.

  • print marketing
  • brand awareness (Correct)
  • influencer endorsement
  • product inventory

Correct: Paid advertising in social media becomes an important key to boosting the brand’s awareness. It allows digital advertisers to position ads into the feeds of their target audience and thereby draws their eyes to watch. By doing so, advertisers can reach even customers beyond the few who actively seek out the brand. Highly visible messages displayed in paid ads directly into users’ feeds really go a long way toward increasing the number of impressions converted to engagement with those valuable ads. Today, however, more than ever before, paid advertising is becoming an important strategy for extending reach.

2. What are the benefits of paid social media? Select all that apply.

  • Target relevant customers (Correct)
  • Improve customer service
  • Reach an audience quickly (Correct)
  • Increase remarketing capabilities (Correct)

Correct: Thus, it can be that the social media paid advertisements easily affords quicker access for the company into its target market and customers. This method is also precise in targeting such advertisements at those who should visit the specific product or service. In addition, it has paid social media that improve the scope of remarketing by allowing the organization to attract users who have had any relevant interaction with the brand, increasing the chances of converting them and improving the entire campaign effectiveness.

3. Unlike organic social media, paid social media is best at achieving which types of goals? Select all that apply.

  • Targeting specific audiences (Correct)
  • Raising brand awareness (Correct)
  • Building connections with competitors
  • Driving conversions (Correct)

Correct: Most effective social media paid advertising is creating an awareness brand extremely quickly through ads placed strategically to reach a wide audience, very good at narrowing target audiences with the extensive demographic and behavioral data used to ensure ads reach only the most relevant users. In addition, paid social media can stimulate user conversion, called for by the specific action that content is creating through well-crafted ads and effective calls to action.

4. How can a company use paid social media to achieve their goal of reaching specific audiences?

  • By targeting ads to lookalike audiences (Correct)
  • By redirecting their competition’s audience
  • By remarketing ads on each social media platform
  • By using funds to boost top performing organic content

Correct: Effective paid social media can be used by targeting lookalike audiences like actual customers. This involves ad campaigns that target people with similar demographics, behaviors and interests as that of the company’s other customers but who have not yet seen the brand. If it reaches such look-alikes, the company has a better chance of attracting new customers who are most likely going to interact with the brand, thus making the advertisements more effective and powerful.

5. How can a company use paid social media to increase conversions?

  • By optimizing ads with A/B testing (Correct)
  • By selling more products
  • By targeting an elite audience
  • By expanding their budget

Correct: With paid social media, an enterprise will be able to run A/B testing for their advertisement refinement and optimization, which will ultimately help increase conversions.

6. Which of the following are examples of paid social media? Select all that apply.

  • Influencer-generated content (Correct)
  • Pay-per-click advertising (Correct)
  • Repurposed content
  • Branded content (Correct)

Correct: Paid social media is an advertisement or sponsored message on the social media platforms that reach an audience. Paid social media can be paid-per-click (PPC), branded content, or influencer-generated content, which helps businesses with finding users and achieving specific goals.

7. Which of the following are ways paid media can help a company accomplish its social media goals? Select all that apply.

  • Decrease a competitor’s followers
  • Boost organic content (Correct)
  • Gain customers and followers (Correct)
  • Promote a brand (Correct)

Correct: Purchasing some media helps to bring in customers for the company and followers for the brand; it promotes the brand in the market and improves the performance of the organic content. A notional investment in paid ads increases visibility, draws more entrance, and enhances the reach that is non-paid in its totality for a stronger marketing strategy by the said company.

TEST YOUR KNOWLEDGE: TARGET YOUR SOCIAL ADVERTISING

1. What does a digital marketer need to determine first in order to develop a strategy for a paid social media campaign?

  • The products
  • The objective (Correct)
  • The platform
  • The budget

Correct: Firstly, a digital marketer must define the specific goal of their campaign. After the goal has been distinctly set, a paid social media campaign can now be designed to suit the objective through the ad content, targeting, and budget allocated within the particular goal to be achieved. This is the very and only way to make the campaign remain focused with effective performance.

2. Fill in the blank: A paid social media campaign should focus on reaching one of a company’s _____ on social media.

  • best influencers
  • remarketed ads
  • competitors
  • customer personas (Correct)

Correct: The paid social campaign must be custom made for addressing a specific customer persona on social media. This is because when directed at a well-defined persona, the content is more apt to be delivered at the right audience and hence, improve the chances of getting engaged and desirable marketing outcomes.

3. What steps should a digital marketer take to develop a strategy for a paid social media campaign? Select all that apply.

  • Define the campaign length (Correct)
  • Research their competitors
  • Develop and upload creatives (Correct)
  • Set a campaign budget (Correct)

Correct: A digital marketer needs firstly to define the duration within which the campaign will run and thus how long the ads will run. Then set a budget for the campaign to know how much money to put into the effort. Finally, the marketer will build up the engaging ad creatives-in terms of visuals and copy, and upload them to Facebook or other social media. These steps eventually come together as parts of a well-planned and impactful campaign.

4. Consider the following scenario:

A digital marketer is working on remarketing. To get started, they upload their list of email contacts to the platform of their choice. Their intended audience will then start seeing their company’s ads as they browse through that platform.

What type of remarketing does this describe?

  • tagged-based
  • hashtag-based
  • list-based (Correct)
  • pixel-based

Correct: A digital marketer will upload a list of email contacts to their preferred list-based remarketing platform, which includes Facebook, Google, or LinkedIn, and then match these contacts with corresponding user accounts on the platform through which the brand’s ads appear to individuals when they search through the online platform. This serves to create a stronger brand association and rekindle interest in the brand.

5. How can a digital marketer remarket to an advertising audience? Select all that apply.

  • By untagging visitors who have made a purchase (Correct)
  • By remarketing to potential customers
  • By limiting frequency of ads (Correct)
  • By personalizing ads (Correct)

Correct: Personalize the advertisement for an ad group to better reach the individual and minimize the frequency of their appearance to avoid an overcrowd audience. Target ads toward past purchase history to encourage the consumer to repeat a sale, and untag visitors who make a purchase for those products already bought so they do not receive ads on it. All these in its entirety help improve an efficiency on the remarketing campaign and enhance the experience of the user with said campaign.

6. Which of the following remarketing strategies uses lists of existing customers or visitors who have provided their email address and shows specific ads to them?

  • List-based remarketing (Correct)
  • Mail remarketing
  • Ad remarketing
  • Pixel-based remarketing

Correct: Based on lists of previous customers or visitors that might have given their email addresses, list-based remarketing uses these contacts for specific ads based on previous interactions with the brand. Thus, it allows the business to engage them one more time and urge them toward a future action such as a purchase or a site visit.

TEST YOUR KNOWLEDGE: MANAGE A SOCIAL ADVERTISING BUDGET

1. Fill in the blank: When considering a company’s paid social media costs, a digital marketer also needs to think about the costs of _____.

  • conducting weekly meetings
  • using free marketing sites
  • paying for investors
  • creating content (Correct)

Correct: Paid social media campaigns must be planned meticulously before creating content on behalf of a digital marketer. Such consideration includes photography, graphics, video production, and copywriting. Since all of the activities above are charged on a fee, they should be factored into overall budgetations so that adequate money may be allocated for production and placement in the advertising budget. Failure to achieve this means that a proper and equal balance will not be struck between content quality and money constraints, ultimately derailing the campaign’s potential success.

2. What does a paid social media budget generally include? Select all that apply.

  • Management (Correct)
  • Tools (Correct)
  • Ad spend (Correct)
  • Customer service payroll

Correct: You know, the paid social media budget accounts much for ad spend budgets, tools, and management costs. Ad running costs and tools costs include launching, running and optimising campaigns. Management costs may include investment in activities such as strategy development, content publishing and social listening.

3. What does a digital marketer need to consider when selecting a bidding strategy? Select all that apply.

  • Advertising budget (Correct)
  • Market research (Correct)
  • Competition analysis
  • Ad campaign goals (Correct)

Correct: The goals of the advertising campaign, the budget allocated to advertising, and market research findings will determine the most appropriate bidding strategy for a company. With this information, the company is able to decide on the most effective bidding strategy to achieve maximum success in the campaign and the results sought.

4. What is the cost-per-click (CPC) bidding strategy?

  • The amount a company pays for every 1,000 impressions an ad receives.
  • The amount a company pays for every referral or repeat purchase.
  • The amount a company pays when someone completes a desired action.
  • The amount a company pays when someone clicks on their ad. (Correct)

Correct: This is a bidding model under cost per click (CPC), whereby a company pays a certain amount every time a user clicks on its advertisement. As such, the company really pays to drive traffic to its website or landing page, and this is through engagement with the ad, meaning that it is a very cost-effective venture.

5. What is the bidding strategy called when a company has to pay every time a person signs up for a newsletter, watches a video, requests a callback, or makes an actual purchase?

  • Cost-per-thousand impressions (CMP)
  • Cost-per-action (CPA) (Correct)
  • Cost-per-click (CPC)
  • Cost-per-social platform (CPS)

Correct: The CPA bidding strategy grants the company the privilege of paying once a user actually completes a certain predetermined action or actions. The actions may contain signing up for a newsletter, watching a video, requesting a callback or even making a purchase. In essence, this strategy allows the company to make payments only when valuable interaction takes place and hence this leads to very effective conversion.

6. Fill in the blank: An influencer marketing platform is software that provides _____.

  • tools for learning influential business strategies useful for marketers
  • information on how to become an influencer and where to find followers
  • information on how to influence customers to buy products and services through traditional advertising
  • influencer discovery tools such as large searchable databases of potential influencers (Correct)

Correct: An influencing marketing place is an application that provides influence identification features, like large searchable database(s) of possible influencers. This will help in identifying and connecting brands to influencer its marketing elements, audience, and values that would allow brands to have a streamlined process to select appropriate influencers for their campaigns while offering features such as influencer discovery.

7. Which of the following tells how much a company will pay for each user action related to an ad?

  • User strategy
  • Bidding strategy (Correct)
  • Advertising strategy
  • Spending strategy

Correct: The bidding strategy will decide on the bidding amount for each type of user actions associated with the ad, which could represent clicks, conversions, or impressions depending on the specific campaign. The strategy also guarantees the best optimization of ad expenses that provides the desired results for a company as far as its marketing objectives are concerned provided the cost is within budget.

FROM LIKES TO LEADS: INTERACT WITH CUSTOMERS ONLINE WEEKLY CHALLENGE 5

1. What is organic social media?

  • Advertising without platform usage
  • Promoting without content creation
  • Marketing without paid promotion (Correct)
  • Selling without company branding

Correct: Correct

2. What are the benefits of paid social media? Select all that apply.

  • Reach audiences quickly (Correct)
  • Reduce influencer-generated content
  • Increase brand awareness (Correct)
  • Target relevant customers (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

3. What are the benefits of organic social media? Select all that apply.

  • Promote a company’s brand (Correct)
  • Nurture connections (Correct)
  • Drive conversions
  • Build relationships (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

4. How can using paid social media help a company to achieve its marketing goal of driving conversions?

  • Remarket ads reach people who are familiar with the company and drive more conversions. (Correct)
  • User-generated content nurtures relationships with potential customers to drive more conversions.
  • Ad placement on various platforms attract more people and drive more conversions.
  • Ads from competitors are limited or hidden, which increases traffic and drives more conversions.

Correct: Correct

5. Fill in the blank: A paid social media campaign should be built around reaching one of a company’s _____ on social media.

  • most exclusive customers
  • hesitant consumer markets
  • competitor’s customers
  • customer personas (Correct)

Correct: Correct

6. Consider the following scenario:

A digital marketer is developing their social media campaign. They need to choose a social media platform. There are so many pros and cons to each platform that it is difficult to determine which one would best serve their campaign.

What advice would you give this marketer on how to select the best social media platform?

  • They should choose a platform that limits the creation of organic social media.
  • They should choose a platform that has been underutilized, so they can establish a new audience base.
  • They should choose a platform that they are familiar with and have an established audience on. (Correct)
  • They should choose a platform that requires a paid social media presence in order to capture a more exclusive audience.

7. When developing a paid social media campaign, a digital marketer will need to develop and upload creatives. What are creatives?

  • Potential predictions in budget cuts
  • Metrics that examine clicks and impressions
  • Content that can be promoted in a campaign (Correct)
  • Test ads to determine the viability of a campaign

Correct: Correct

8. What are best practices of a remarketing strategy? Select all that apply.

  • Personalize ads (Correct)
  • Untag visitors who have purchased (Correct)
  • Limit frequency of ads (Correct)
  • Post ads on multiple platforms

Correct: Correct

Correct: Correct

Correct: Correct

9. Fill in the blank: When setting a paid social media budget, a company needs to think about how they will create _____.

  • tools
  • analytics software
  • influencer interest
  • content (Correct)

Correct: Correct

10. What are the most common bidding strategies? Select three.

  • Cost-per-thousand impressions (CPM) (Correct)
  • Cost-per-click (CPC) (Correct)
  • Cost-per-platform (CPP)
  • Cost-per-action (CPA) (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

11. Fill in the blank: _____ posts can sometimes take days for a company’s audience to view due to platform algorithms, which can cost a company leads.

  • Frequent social media
  • Brand-driven social media
  • Organic social media (Correct)
  • Paid social media

Correct: Correct

12. Consider the following scenario:

A customer notices a company’s ad on their social media profile of a pair of shoes that they had just been checking out on that company’s website. As a result, that pair of shoes is more likely to be in the customer’s mind when they go to make a purchase. This outcome is one of the benefits of using paid social media.

What is this benefit called?

  • Reaching
  • Competing
  • Targeting
  • Remarketing (Correct)

13. Fill in the blank: _____ is ideal for nurturing connections with customers through communication and relationship building.

  • Organic social media (Correct)
  • Customer-based social media
  • Paid social media
  • Multi-platform social media

14. How can paid social media help a company achieve their marketing goals? Select all that apply.

  • Optimize ads with A/B testing (Correct)
  • Target ads to lookalike audiences (Correct)
  • Boost organic content (Correct)
  • Build nurturing relationships

Correct: Correct

Correct: Correct

Correct: Correct

15. What does a digital marketer first need to determine before developing a strategy for a paid social media campaign?

  • Workforce
  • Objective (Correct)
  • Cost
  • Products

Correct: Correct

16. Consider the following scenario:

A digital marketer is developing their social media campaign. They need to choose a social media platform. There are so many pros and cons to each platform that it is difficult to determine which one would best serve their campaign.

What advice would you give this marketer on how to select the best social media platform?

  • They should choose a platform that has been underutilized, so they can establish a new audience base.
  • They should choose a platform that requires a paid social media presence in order to capture a more exclusive audience.
  • They should choose a platform that they are familiar with and have an established audience on. (Correct)
  • They should choose a platform that limits the creation of organic social media.

Correct: Correct

17. As a digital marketer develops a paid social media strategy, they need to consider the budget of their campaign. To help determine the budget, what should they research?

  • The typical investment their competitors make in their campaigns
  • The average advertising cost for each platform (Correct)
  • The cost of buying influencer-generated content
  • The most cost-effective or free-use platforms

Correct: Correct

18. What are the main types of remarketing? Select two.

  • Impression-based
  • Pixel-based (Correct)
  • List-based (Correct)
  • Click-based

Correct: Correct

Correct: Correct

19. What are the components of a paid social media advertising budget? Select all that apply.

  • Ad spend (Correct)
  • Tools (Correct)
  • Payroll
  • Content creation (Correct)

Correct: Correct

Correct: Correct

Correct: Correct

20. Fill in the blank: _____ is an ideal strategy if a company’s main goals are to increase conversions and generate revenue.

  • Cost-per-action (CPA) (Correct)
  • Cost-per-thousand impressions (CPM)
  • Cost-per-click (CPC)
  • Cost-per-tool (CPT)

21. Which type of social media is best for raising brand awareness, targeting specific audiences, and driving conversions?

  • Paid Social Media (Correct)

Correct: Paid social media is best for raising brand awareness, targeting specific audiences, and driving conversions.

22. Fill in the blank: _____ involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience.

  • Organic social media
  • Paid social media (CORRECT)
  • User-based social  media
  • Borrowed social media

Correct: Correct

23. Fill in the blank: Targeting relevant customers, increasing remarketing capabilities, and reaching an audience quickly are all benefits of _____.

  • organic social media
  • owned social media
  • paid social media (CORRECT)
  • borrowed social media

Correct: Correct

24. Fill in the blank: _____ is ideal for nurturing connections with customers through communication and relationship building.

  • Paid social media
  • Organic social media (CORRECT)
  • Customer-based social media
  • Multi-platform social media

Correct: Correct

25. If a company is launching their first paid social media campaign, what kind of platform should they use?

  • The one that is underutilized
  • The one that is popular among their competitors
  • The one that is currently their biggest source of leads (CORRECT)
  • The one that is the most cost-effective

Correct: Correct

26. What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.

  • Hire additional staff members
  • Develop and upload creatives (CORRECT)
  • Define campaign length (CORRECT)
  • Set campaign budget (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

27. What types of marketing goals can paid social media help a company achieve? Select all that apply.

  • Nurturing customer relationships
  • Targeting specific audiences (CORRECT)
  • Driving conversions (CORRECT)
  • Raising brand awareness (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

28. Why is setting the objective important in developing a paid social media campaign? Select all that apply.

  • Determines how much product a company will sell
  • Establishes the types of influencers a company attracts
  • Helps guide users to a company’s end goal (CORRECT)
  • Ensures a company is tracking the right metrics (CORRECT)

Correct: Correct

Correct: Correct

29. What guides a company’s social media advertising budget?

  • Timeline to meet a company’s quarterly sales plan
  • Resources to allocate for a company’s paid social media campaign
  • Metrics set from a company’s social media platform
  • Goals set in a company’s paid social media strategy (CORRECT)

Correct: Correct

30. Fill in the blank: _____ is an ideal strategy if a company’s main goals are to increase conversions and generate revenue.

  • Cost-per-tool (CPT)
  • Cost-per-thousand impressions (CPM)
  • Cost-per-click (CPC)
  • Cost-per-action (CPA)(CORRECT)

Correct: Correct

31. Which of the following refers to paid social media? 

  • Getting an audience’s attention only if they search for or follow a brand every day
  • Displaying sponsored marketing messages on social media platforms to target an audience (CORRECT)
  • D: Connecting with an audience through high-quality social media content without paid promotion
  •  Marketing to a small part of a target audience at a certain time of the day

32. Fill in the blank: Targeting relevant customers, increasing remarketing capabilities, and reaching an audience quickly are all benefits of _____.

  • owned social media
  • borrowed social media
  • organic social media
  • paid social media (CORRECT)

33. Which type of social media is best for raising brand awareness, targeting specific audiences, and driving conversions?

  • Paid social media (CORRECT)
  • Organic social media
  • Brand-focused social media
  • Targeted social media

34. A marketer is developing a paid social media strategy. They aim to guide users to the end goal and track the right metrics. What is the first thing they should do?

  • Clearly define the objective of the strategy (CORRECT)
  • Create high-quality videos and images
  • Create audience engagement posts
  • Clearly define the budget of the campaign

35. What is the main factor a marketer should consider when choosing the best social media platform for a campaign?

  • Which platform requires a paid social media presence in order to capture a more exclusive audience (CORRECT)
  • Which platform has been underused and allows them to establish a new audience base
  • Which platform are they familiar with and established on
  • Which platform limits the creation of organic social media

36. What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.

  • How to add additional staff members
  • Set campaign budget (CORRECT)
  • Define campaign length (CORRECT)
  • Develop and upload creatives (CORRECT)

37. A marketer decides to personalize their ads and limit the frequency of the ads. What is this an example of?

  • Social media metrics best practices
  • Business strategy best practices
  • Paid marketing best practices
  • Remarketing strategy best practices (CORRECT)

38. What are Cost-per-click (CPC), Cost-per-action (CPA), and Cost-per-thousand impressions (CPM) examples of?

  • Common advertising metrics (CORRECT)
  • Common remarketing strategies
  • Common bidding strategies
  • Common social media goals

39. As a marketer, you connect with your audience by using high-quality social media content without paid promotion. What type of social media is this?

  • Paid social media
  • Brand-driven social media
  • Promotional social media
  • Organic social media (CORRECT)

40. As part of a campaign, you decide to display paid ads to customers who have visited your website. What is this called? 

  • Displaying
  • Targeting
  • Remarketing (CORRECT)
  • Reaching

41. A marketer is deciding which social media platform to use for their first paid advertising campaign. Which of the following factors should they consider when choosing a platform? Select two.

  • Which platform offers the most competition for the company
  • Which platform has the company never used
  • Which platform is the company familiar with (CORRECT)
  • Which platform does the company have an established audience on (CORRECT)

42. A marketer uploads a list of email contacts to the platform of their choice. What happens next?

  • Their ads appear on the audience’s feed on the specific platform (CORRECT)
  • Their ads track the pages and products the customer views
  • Their ads frequently appear on all social media platforms
  • Their ads frequently appear on search results pages

43. A marketer searches for a bidding strategy to increase conversions and generate value. Which of the following is ideal for these goals?

  • Cost-per-click (CPC)
  • Cost-per-thousand impressions (CPM)
  • Cost-per-action (CPA) (CORRECT)
  • Cost-per-tool (CPT)

44.  Fill in the blank: You can use _____ to boost top-performing organic content, so it reaches more people.

  • remarketing tactics
  • videos and static images
  • funds from your organic media budget
  • funds from your paid media budget (CORRECT)

45. You’re creating a new social media marketing campaign. Your goal is to increase awareness and conversions and target specific audiences. What type of social media will help you achieve your goals? 

  • Multi-platform social media
  • Organic social media 
  • Conversion social media
  • Paid social media (CORRECT)

46. A marketer is launching their first paid social media campaign. What is the best platform for them to use?  

  • The one that is the most cost-effective
  • The one that is underutilized
  • The one that is currently their biggest source of leads (CORRECT)
  • The one that is popular among their competitors

47. Which of the following can help marketers allocate a budget more effectively?

  • Understanding platform dimensions 
  • Targeting people according to keywords
  • Using filters to narrow the target audience (CORRECT)
  • Developing and uploading campaign content

48. As a marketer, you regularly nurture your connections with customers through communication and relationship-building. Which type of social media helps you achieve this? 

  • Multi-platform social media
  • Organic social media (CORRECT)
  • Business-based social media
  • Paid social media

49. A marketer considers remarketing to their customers on social media. What two types of remarketing are available?

  • Pixel-based and list-based (CORRECT)
  • Target-based and platform-based
  • View-based and number-based 
  • Click-based and impression-based

50. A business wants to create social campaigns to raise brand awareness, deliver specific messages, and increase engagement. Which bidding strategy is ideal for this?

  • Cost-per-thousand impressions (CPM) (CORRECT)
  • Cost-per-count (CPC)
  • Cost-per-service (CPS)
  • Cost-per-ad (CPA)

51. Fill in the blank: _____ is ideal for nurturing connections with customers through communication and relationship building.

  • Paid social media
  • Organic social media (CORRECT)
  • Multi-platform social media
  • Business-based social media

52. As a marketer, you use paid social media to achieve your marketing goals. What does paid social media allow you to do? Select all that apply. 

  • Build nurturing relationships
  • Optimize ads with A/B testing (CORRECT)
  • Boost organic content (CORRECT)
  • Target ads to lookalike audiences (CORRECT)

53. Why is it important to build a social media campaign around one of your customer personas? 

  •  It helps you allocate your budget more effectively because It can get expensive to reach a wide audience with ads (CORRECT)
  • It helps you clearly define the purpose of your campaign and increase brand awareness and followers
  • It helps you to focus on the social media platform that is currently your biggest source of leads
  • It helps you track the right metrics and KPIs associated with your campaign when you begin setting up your ads

54. A marketer is deciding which social media platform to use for their first paid advertising campaign. Which of the following factors should they consider when choosing a platform? Select two.

  • Which platform offers the most competition for the company
  • Which platform has the company never used
  • Which platform is the company familiar with (CORRECT)
  • Which platform does the company have an established audience on (CORRECT)

55. Consider the following scenario: 

A customer notices a company’s ad on their social media profile of a pair of shoes that they had just been checking out on that company’s website. As a result, that pair of shoes is more likely to be in the customer’s mind when they go to make a purchase. This outcome is one of the benefits of using paid social media. 

What is this benefit called?

  • Targeting
  • Competing
  • Remarketing (CORRECT)
  • Reaching

In summary, this module provides a complete perspective on asset security, covering all the necessary aspects of protecting organizational resources. The participants have learned the complexities of security controls in the organization that protect both its physical and digital assets. This module addresses the important interaction between privacy and asset security by stressing encryption and its importance in locking down digital resources’ confidentiality.

Knowing that you have comprehended the importance of this relationship will prepare you 12-called identification and authorization systems to demonstrate how user identity verification works into a unitary strong security infrastructure. The module combines theories and application real-life to prepare students to put in place the concepts of effective asset security measures into the organizational environment. It leaves participants with a deep understanding of the very complexities of asset security and all the requisite tools needed to deal with this very important aspect of cybersecurity.

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