Topic 7 - Social Media Marketing

Question 1

List and describe how a social media campaign should be executed

Answer 1

1. Objective Selection
2. Channel Selection
3. Audience Targeting
4. Creative & Content Format
5. Reporting and Measurement

Question 2

Draw and Describe a Facebook Campaign structure

Answer 2

Stage 1 - Campaign (Objective selection, Budget Setting and conversion tracking)
Stage 2 - Ad Set (Audience Selection and Time Frame)
Stage 3 - Multiple Ads catered to each Ad Set)

Example -
Stage 1 - Golf Shoes (Sell 200 golf shoes, $500 budget, custom conversion tracker)
Stage 2 - (19-26 year old men learning golf)
(22-30 year old women interested in golf)
Stage 3 - two respectively curated ads

Question 3

Break down the Auctioning Process in Facebook ads and why it is important for digital marketers

Answer 3

Similar to Search Engine Marketing, ads on Facebook have a ranking or valuation score that consists of
1. Bid Amount
2. CTR
3. Ad Quality
By applying strategies like improving content , headlines and ensuring policies are aligned, marketers can increase the score of ad quality which inherently reduces the direct cost of the ad in bid amount.

Users are on their phones and Facebook for limited times and when there are multiple advertisers, they have to fight for screen time. A higher valuation score will equal a higher lielyhood that the ad shoes up first.

Question 4

Describe the types of data owned by marketers and platforms

Answer 4

First Party Data - Data owned by you
- Customer email list
- web traffic and activity
- app traffic and activity

Third Party Data - Owned by platform
- Core audiences (Personal profile data)
- Lookalike audiences (Similarity with current target audience based on algorithm)

Question 5

Illustrate the Facebook audience targeting map

Answer 5

1. Demographics - Language / Age / Gender
2. Interests
3. Behaviours
4. Connections - Who are you connected to?
5. Placements - Your other platforms and activity there (Instagram / messenger)

Question 6

What are the best practices for targeting audiences on Facebook?

Answer 6

AEAL

1. Audience Overlap
   - Occurs when multiple ad sets are delivering to similar audiences
2. Excluding Strategically
   - When targeting new audiences, make sure to exclude your current audience so that they spammed
3. Avoid Narrow Targeting
   - The broader your audience, the more Facebook is able to find people most likely to respond
4. Limit the number of ad sets
   - ‘Less is more approach’ for ad sets

Question 7

Describe a Facebook Pixel and it’s purpose for digital marketers

Answer 7

Pixels are a literal 1x1 pixel on your Facebook page that tracks user activity and feeds it back for analysis. It tracks activity on
- Landing pages
- button clicks (Add to cart/ purchase)
- Downloads and form submissions

Question 8

What are re-targeting strategies and list out applications for it.

Answer 8

Re-targeting strategies are used to target user specific behaviours based on their past actions.
- People who have visited site
- Abandoned cart
- Purchased (Cross selling/up-selling)

Bottom line is its always chaper to get existing customers near the end of the purchase funnel than to get completely new customers

Question 9

Describe Multi-Variate testing and it’s steps

Answer 9

Similar to A/B Testing

Multi-Variate testing is essentially testing multiple variations of something to determine which is better.

Steps
1. Select testing hypothesis
E.g. which ad colour generates higher CTRs
2. Create multiple versions of content
E.g. red/yellow/blue
3. Share multiple versions of content
E.g. Share on Instagram
4. Measure engagement and response metrics
E.g. Blue highest CTR
5. Optimise content based on findings
E.g. Blue chosen for SM campaignlti-Variate

Question 10

What are some prohibited content on Facebook

Answer 10

Obvious ones
- Nudity
- Profanity
- Drugs
- Weapons
- Misinformation

Non Obv Ones
- Sale of Body parts
- Spyware or Malware