Social Flashcards
What is Paid Social?
The most common type. Invloves budgets, content and a client that wants their content to be seen.
What is Organic Social?
Where a company will respond to the community via social media. ie a customer service rep responding and updating customers on flight services and delays and responding to comments for all to see.
What is Total Value?
- Bid
- Deliver Desired Action
- Ad Quality
- Relevance
Total Value - Bid
The amount you a willing to pay.
Total Value - Deliver Desired Action
if your ad wants to drive people to the website, is your ad actually going to ask for
that when it enters the auction. - don’t get this one??
Total Value - Ad Quality
scores the relevancy of your ad in the auction
Total Value - Relevance
A score on how relevant your ad is to the targeted individual.
Custom Audience
A type of audience you create from your existing database. You can load this list directly with the platform to target.
Dark/Sponsored Post:
An ad that you create to show on other people’s feeds that won’t be posted onto your page. Created in Bussiness Manager
Partner Categories:
data from trusted 3rd party data partners, you might need to this audience lists directly from a data partner.
News Feed/Timeline:
Updating home page
Relevance Score:
A score between 1 - 10
Calculated after ad receives 500 impressions
Business Manager:
for larger advertisers who create lots of ads at once and have control over their campaigns
Sentiment analysis
software that analyses the tone of written text, this can give you an idea of positive, neutral, or negative comments/feedback from a customer on your post.
Like/comment/share
measures the amount of interaction on a post.
Engagement rate
metric showing how many people are motivated to interact with your ad.
Number of People / number of people who saw your post x 100%
Auction:
selects the best ads to play due to max bid and relevance to the user
Buy Type:
the method which you:
- Pay for
- Target
- Measure
Done by
- Dynamic auction bidding
- Fixed-price bidding
- Reach and frequency buying
Reach:
The number of individual users your ad was shown to.
Percentage of Australia’s population active on Social Media?
71% in 2020
Top 10 most used social media platforms?
Youtube - 80% Facebook - 80% FB Messenger - 80% Insta - 53% Whatsapp - 33% Twitter - 29% Pintrest - 28% Snapchat - 27% Linkedin - 27% Skype - 20%
In Australia of active social media users what percentage are are accessing via mobile?
98%
Facebook Messenger, Facebook and Instagram are the top 3 apps accessed via mobile for what age range?
16-64
What percentage of Australians access Facebook via a mobile phone?
97.6%
What is 1st Party Data?
Client Owned Data
What is 2nd Party Data?
Social Platform Data
What is 3rd Party Data?
Data Aggregators eg shopper data collected from everyday rewards loyalty cards. It is sold by another company to you
What is a Walled Green?
Closed ecosystem in which all the operations are controlled by the ecosystem operator.
Objective: Awareness - Metrics
Reach and Frequency, Cost per unique reach, Cost per reach point, Impressions, Cost per thousand, Ad Recall.
Large images to introduce the campaign.
Objective: Understanding - Metrics
Completed views, Cost per completed views, Post engagement rates, Link clicks, Cost per engagement.
Objective: Consideration
Link clicks, event responses, offer code claim, app install, In-app action, sentiment lift.
Learn More or Contact Us button - so you can get more information
Objective: Engagement - Metrics
Like, comments, shares, posts, positive sentiment, reviews
Objective: Purchase
Conversions/Acquisitions,
Cost per transaction,
Return on Ad Spend,
App install.
eg Shop Now CTA button
CTA buttons on Instagram (8 types)
- Book Now
- Contact Us
- Download
- Learn More
- Shop Now
- Sign Up
- Watch More
- Apply NOW
Self Serve Platform for Facebook?
Facebook Business Manager
Trafficking
An ad server that verifies delivered impressions and clicks and prevents platforms and publishers from bolstering their delivery. Can also track onsite actions and conversions.
Is done when you set up a campaign.
Creative
The creative. Need to ensure the specs are correct for the platform and are generally built and hosted on that platform. Creative Hub is a tool to help with that.
