Social

Question 1

Does paid social use a bidding system?

Answer 1

Yes - in the auction, every ad is assigned a ‘total value’ which is based on your bid (how much you are willing to pay per person), how likely that showing your ad to a person will lead to your desired outcome, your ad quality, and finally how relevant your ad is to the targeted individual.

Question 2

What is a dark/sponsored post?

Answer 2

A page post created in Power Editor that will appear in News Feed but not on your page. It allows you to create an ad for that post without it appearing on your Page’s Timeline. This can be useful, for example, for a special offer for a new insurance travel prospect that you don’t want existing policy holders to see.

Question 3

What are partner categories?

Answer 3

Include data from trusted data partners. The data from these partners allows you to target people based on certain attributes like their income and whether or not they’re a homeowner. You may also be able to target people based on things they do via Facebook, like purchasing a new truck.

Question 4

What is Power Editor?

Answer 4

Facebook advertising tool designed for large advertisers who need to create lots of ads at once and have precise control of their campaigns.

Question 5

What is a Relevance Score?

Answer 5

A rating of 1 to 10 based on how your audience is responding to your ad. This score is calculated after your ad receives more than 500 impressions. Facebook considers how relevant your ad is when determining which ads to show. When your ad is relevant to your audience, its relevance score is higher and it’s more likely to be served than other ads targeting the same audience. As a result, you pay less to reach your audience.

Question 6

How many active internet users are there in Australia?

Answer 6

There are 19.4 million active internet users

Question 7

How many active user social media accounts are there in Aus?

Answer 7

13.6 million

Question 8

Facebook is the top social networking site in Australia. How many active monthly users does it have?

Answer 8

15 million

Question 9

Instagram is the second most popular social network in Aus - how many active monthly users does it have?

Answer 9

9 million

Question 10

Snapchat has how many active monthly users in Australia?

Answer 10

6.3 million

Question 11

In Australia, what percentage of users access all social media through mobile devices?

Answer 11

70%

Question 12

What percentage of users access Facebook through their mobile device?

Answer 12

91%

Question 13

True or false: 1 out of every 5 minutes is spend on mobile is on a Facebook owned property.

Answer 13

FALSE

It’s 1 in every 3 minutes

Question 14

What percentage of people over the age of 65 user Facebook?

Answer 14

Over 90%

Question 15

There are three broad layers of data that we can use in paid social. What are they?

Answer 15

• First party data - client owned data
• Second party data - data collected by social platforms
• Third party data - data aggregators sell third-parry data which they buy on a large scale from multiple publishers and websites and then aggregate to create targetable segments

Question 16

What is first party data?

Answer 16

• The client’s owned data, loosely defined as info your client has collected about their audience
• It may be cookie data from the client’s website and include data from their Snapchat followers, Facebook fans, website analytics, customer databases and CRM
• First party data relates to your existing customers, users or website visitors
• It is the key component for Facebook and Social Media retargeting.
• Client-owned, first party data is anonymised and imported to Facebook and then matched to FB login data to identify the user before serving an ad
• First party data is always the most useful and valuable, but you will most likely need to reach an audience that you don’t have first hand info about.

Question 17

What is second party data?

Answer 17

In paid social, this is the data collected by social platforms about user behaviour and interests.

It may include additional information users have offered on their profiles, e.g. demo, geographics, interests, behaviours

Second party data from social networks is powerful as it provides highly accurate audience targeting opportunities.

Question 18

What is third party data?

Answer 18

Data aggregators, like Quantium and Experian, sell third-party data which they buy on a large scale from multiple publishers and websites and then aggregate to create targetable segments

Third party data from external suppliers brings offline information around purchase, income and household online for targeting audiences.

The benefit of third party data is in sheer volume of user data, and the ability to buy relevant audience often at scale.

Question 19

What are the two ways social can be traded?

Answer 19

• Self serve

* via API (Application Programming Interface)

Question 20

What is self-serve buying?

Answer 20

You can buy through the social media platform’s ad booking interface, e.g. Facebook Ad Manager, LinkedIn Ads, etc

Question 21

In self-serve buys, who uploads the creative and tags into the platform?

Answer 21

The agency

Question 22

In direct buys, who uploads the creative and tags into the platform?

Answer 22

The social platform

Question 23

In self-serve buys, who optimises the campaign?

Answer 23

Agency

Question 24

In direct buys, who optimises the campaign?

Answer 24

The social platform