Social Media Ads

Question 1

Advantages of Social Media Ads (5):

Answer 1

1. Tailor your message to target audiences
2. Create interactive and engaging ads.
3. Test and optimize ads.
4. Leverage smart algorithms.
5. Fit any budget!

Question 2

Advantages of Paid Advertising (over free organic):

Answer 2

1. Increases your Reach.

2. Target a Specific Audience.

Question 3

5 Differences Between Paid Ads and Organic Posts:

Answer 3

1. Guaranteed to be displayed.
2. Shown to the target audience of your choice.
3. Control over when and where you ad is shown (people will see your message).
4. Labeled as “sponsored” and often have a CTA button.
5. Payment determined by auction.

Question 4

In general, the cost of an ad auction is determined by 3 things:

Answer 4

1. how much you are willing to spend.
2. how many other advertisers are trying to reach that particular audience.
3. how relevant your message is to that audience you are trying to reach.

Question 5

Factors Governing Platform Selection

Answer 5

1. Target Audience (who/age/location you want to be exposed to)
2. Budget (how many platforms you can advertise on and which one will give you the highest return for your investment)
3. Type of Content (different platforms work better for different types of content)

Question 6

Ads usually charge you for one of two things:

Answer 6

1. Number of clicks your ad receives.

2. Number of Ad Impressions.

Question 7

What are Ad Impressions?

Answer 7

The number of times an instance of an Ad is on the screen for the first time. So if an Ad is on screen and someone scrolls down and then scrolls back up to the same Ad, that counts as one impression. However, if an Ad is onscreen for someone two different times a day, that counts as two impressions. Other platforms might apply different logic to when an impression is counted, but generally, it’s linked to an Ad being displayed.

Question 8

Which social media platform allows you to send sponsored messages directly into the inboxes of your target audience?

Answer 8

LinkedIn

Question 9

The FIVE components of a Social Media Ad:

Answer 9

1. Target Audience
2. Copy (Text of Your Ad)
3. Ad Creative
4. CTA (Call-To-Action)
5. Destination aka Landing Page (should feel like a natural extension of your ad with matching images and offers mentioned in the landing page as in the ad)

Question 10

Social Media Ad COPY:

Answer 10

1. what does your brand stand for?
2. what value do you offer?
3. what problems do you solve?

Question 11

Five elements of an ad on Facebook and Instagram:

Answer 11

1. Page Icon
2. Visual
3. Copy
4. CTA (Call To Action)
5. Engagement Features

Question 12

What does your campaign objective determine?

Answer 12

Which metrics you will use to evaluate success (KPI’S)

Question 13

1 Example Campaign Objective::: Brand Awareness. You want more people to find out about your brand. What metric/KPI would you look to evaluate?

Answer 13

KPI: “Ad Recall Lift” - shows how many people would remember your ad if they were asked within two days after seeing it.

Question 14

What is “Ad Recall Lift”?

Answer 14

The number of people who would remember your ad if they were asked within two days after seeing it.

Question 15

2 Example Campaign Objective::: Website Traffic. You want to drive more people to your website. What metric/KPI would you look to evaluate?

Answer 15

KPI: Number of website visits, cost per visit (number of website visits as a result of your campaign AND what each visit costs you).

Question 16

3 Example Campaign Objective::: Sales/Conversions. You want to achieve more sales. What metric/KPI would you look to evaluate?

Answer 16

KPI: Number of purchases: ROAS: Return on Ad Spend.

Question 17

What is “ROAS”?

Answer 17

“Return on Ad Spend” is a KPI that not only shows you how many sales you are getting from your ads, but more importantly, whether your campaign is producing positive financial results for your brand.

“ROAS” is the marketing equivalent of ROI (Return on Investment?

Question 18

What is the marketing equivalent of ROI?

Answer 18

(ROI is Return on Investment). The marketing equivalent is ROAS: Return On Ad Spend. Shows you if your campaign is creating positive financial results for your brand.

Question 19

How do you calculate the ROAS?

Answer 19

Campaign Revenue / Ad Spend. (Campaign Revenue divided by Ad Spend).

Made $400, spent $200, then ROAS is 2x.

Question 20

4 Example Campaign Objective::: Leads. You want to drive more signups for your newsletter. What metric/KPI would you look to evaluate?

Answer 20

KPI: Number of signups (“leads”), Cost Per Lead (cost it took to incorporate each lead), and if you have enough data to see what percentage of leads end up becoming buyers and on average how much they spend: then also ROAS

Question 21

What is the Cost Per Lead:

Answer 21

The KPI of what it cost you to incorporate that lead.

Question 22

How can you figure out how many Buyers you will have from your Leads?

Answer 22

By knowing your Buyer Conversion Rate. Your Buyer Converstion Rate is the % of Leads who go on to Buy.

Question 23

How can you figure. outwhat your Revenue will be from your Leads?

Answer 23

By taking your Buyer Conversion Rate x Average Spend of Each Buyer.

Buyer conversation rate = 20%, of 100 leads, = 20 buyers.
Average Spend of Each Buyer is $20
Number of Buyers x $ of each Sale = Revenue

20 Buyers x $20 Buyer Spend = $400 Revenue

Question 24

Where to get your visual creatives (5)?

Answer 24

1. UGC (often have to ask to use it)
2. Product Photos (esp pics that make it look like native social content)
3. Reuse existing successful posts.
4. Shoot it from scratch
5. Stock footage

Question 25

Ad Photography Tips (8):

Answer 25

1. Think mobile first
2. Keep it simple (don’t have to be complicated to be compelling)
3. Rule of thirds (but the one exception is faces: they can be anywhere, and the bigger the BETTER!)
4. Vary perspectives/angles
5. Use interesting layouts (ie: flatlays)
6. Add a focal point and varied textures (ie: focus on one real image with added digital graphic element)
7. Create contrast with bright lights and deep shadow
8. Use attractive color combinations (ie: Perfume Genius turquoise and red promo photos) (keep a color wheel handy to create interesting color combinations to catch the eye)

Question 26

Ad Video Tips (4):

Answer 26

1. Think Vertical (most people hold their smart phones vertically)
2. Keep it short (often 3 seconds or less to grab people’s attention)
3. Design for sound OFF (videos are mostly watched muted). Use captions if you want.
4. Content matters more than production quality!

Question 27

General Effective Ad Components (5):

Answer 27

1. Address audience objective
2. Address audience’s obJECTION
3. Introduce a Solution!
4. Effective Headline (social proof is great; ie: “5 Star Program changed my life”)
5. CTA button related to ad objective

Question 28

Molly Pittman 3 Part COPY FRAMEWORK:

Answer 28

1. Opening (calls out audience + piques curiosity)
2. Transition (introduce the solution)
3. Call-To-Action

Question 29

Molly Pittman 3 Part Framework: #1: OPENING has (2) parts:

Answer 29

Most important element of your ad copy, because it either pulls people in or it doesn’t. It’s your one shot to get them to continue with your ad.

1. Call out your audience so they know this ad is for them (basically “Looking for a non-dairy option for your coffee?”)
2. Pique curiosity with a hook

Question 30

Pique Curiosity with a Hook (X examples):

Answer 30

1. PAIN POINTS: ex: “can’t drink dairy, but love a good latte? We’ve got you covered.” This both mentions the pain point, and “calls out the audience”).
2. FEELINGS: Describe how your audience felt before using your product, or their feelings after using your product.
3. LOGIC: Find a statement that proves your point so that people will immediately agree with it and want to learn more. (Ex: “Did you know that ______?”)

Question 31

Molly Pittman 3 Part Framework: #2: TRANSITION:

Answer 31

In the transition we introduce the solution and talk about the benefits of your product or we describe someone’s life after using it.

Question 32

Molly Pittman 3 Part Framework: #3: CTA Call-To-Action:

Answer 32

Tell the audience exactly what you want them to do: “Click here to claim your free 10 day supply of our almond milk.”

Question 33

7 Copywriting Tips for Ads:

Answer 33

1. Tie your text to your image: your copy and your image should individually tell your story, but also complement each other.
2. Address different audiences with different ads: instead of approaching your different segments with one ad.
3. Speak to your audience: write like you are speaking to them! Even try to get feedback from someone who IS your Target Audience before you hit publish.
4. Try emojis: Can communicate in a more casual way or tell a story. Don’t overuse.
5. Be recognizable: use the same tone across channels, so that people easily recognize your brand. Also be sure your landing page is consistent with the ad style and content, and is recognizable as your stuff.
6. Mention price (if it’s applicable, if it’s in line with your brand aka not luxury).
7. Use a timeframe to indicate Urgency.

Question 34

What a “Brand Marketer” does and is responsible for:

Answer 34

Brand marketers own and set the overall vision for a brand, its personality, and how it’s positioned in the market.
They often define the official guidelines and what colors and fonts, and imagery and also what tone of voice should be used to advertise the brand. These guidelines are often summarized in a brand book or corporate identity guidelines. This is helpful because it ensures consistency across all marketing campaigns and channels.

Question 35

What a “Designer” does and is responsible for:

Answer 35

Designers are in charge of creating the visual components for your campaigns.
They can be specialized for different things like web designers for landing pages, motion photography for animations, and illustrators for visuals, photographers, animators, etc.

Question 36

What a “Copyrighter” does and is responsible for:

Answer 36

Copyrighters produce all the written materials that represent the brand.
They also craft copy for Email marketing campaigns

Question 37

What an “Email Marketer” does and is responsible for:

Answer 37

Email Marketers set and execute an organization’s strategy to communicate with prospects and customers over email offers and newsletters.
This is often a very data-driven job as they need to closely monitor data related to email performance, segment audiences in the right way, and conduct tests of different emails to optimize performance.

Question 38

What a “Marketing Analytics Specialist” does and is responsible for:

Answer 38

Marketing Analytics Specialists are often called Marketing Analysts. They track, analyze, and report the various marketing campaigns to evaluate their success., measure their ROI, and determine best practices.

Question 39

What is a Creative Brief?

Answer 39

A creative brief is a document produced by a person requesting creative work to define the most important aspects of that piece of work.

• Often the first step in collaborating on creative work so that expectations are managed.
• It is a guide and a source of inspiration for the professional who will ultimately create that piece of work.

Question 40

Components of a Creative Brief (X):

Answer 40

1. Objective (what you want to achieve in your Target Market)
2. Describe your target audience (demographics, interests, behaviors, needs, fears)
3. Competitors: who is targeting my same audience. What campaigns are they running that might affect my own objectives, so I can help differentiate myself.
4. Describe my offer (and what features stand out).
5. Describe your Key Benefit: What is the single most important benefit of my offer for my Target Audience? It should be highly relevant to their needs. Connect with them on an emotional level and be differentiated from what you competitors are communicating.
   6: Describe the problem you are solving: What important problem of your Target Audience is your offer SOLVING? Spelling this out often helps identify if you’ve got the Key Benefit right.
6. Proof Points: Ask yourself what information can I share to make my offer credible and trustworthy? test results? testimonials? satisfaction levels?
7. Deliverables: What assets do you need specifically from this assignment that the Creative Brief was created for? Include details about specific file formats, sizes, or other technical requirements.
8. Specify Look & Feel: What do you want the project to look and feel like? What is the tone of voice supposed to be. Basically, mood board vibes here. Add some keywords or personality traits here.
9. Guidelines: include specific design features that you want to see included, such as specific headlines, product photos, or fonts or color palettes to be used.
   11: Logistics: all logistical details such as the project timelines, deadlines, the budget, and who will approve the final work.