measure and optimize social media marketing campaigns coursera week 2 quiz answers
Introduction to Advertising Effectiveness Measurements Practice Quiz
1. Experiments use a treatment and a control group. Which of the following correctly describes how the treatment and control group differ when testing advertising effectiveness?
- The treatment group may see your ad, the control group won’t see your ad
- People in the treatment group will see a different version of your ad from the people in the control group
- People in the treatment group will see your ad more often than people in the control group, who will only see your ad once
People in the treatment group are guaranteed to see your ad, people in the control group won’t see your ad
2. When you decide to run an advertising effectiveness study using experiments, which 2 conditions should be met to make your study powerful?
- The advertising effectiveness test should use a randomized controlled trial (RCT) and assure everyone in the treatment group actually sees the ad
- The advertising effectiveness test should use a randomized controlled trial (RCT) design and use intention to treat (ITT)
- The advertising effectiveness test should use a treatment and a control group and you should make sure the people in the treatment group actually saw the ad
The advertising effectiveness test requires that you evenly split the audience in a test and control group and the test should use intention to treat (ITT)
3. Why should you randomly assign people to the treatment or the control group in an advertising effectiveness test using experimental design?
- Randomly assigning people to the treatment versus the control group will help the advertiser choose who gets to see your ads and who doesn’t.
- Randomization helps to control for external effects, or variables that are harder to control. By randomly assigning people you try to vary the influence of external factors evenly across groups.
- By randomly assigning people to groups, they will see a random selection of ads which will help control any external variables that might affect results.
By randomly assigning people to groups, you guarantee that people who are supposed to see an ad actually see the ad.
4. What does it mean if an experiment uses ‘Intention to Treat (ITT)’?
- ITT means that people who are assigned to a treatment group will stay in that treatment group, even if they did not receive the treatment for some unforeseen reason
- It means that it is your intention to show an ad to people in the treatment group
- ITT means that you randomly assign people to the treatment or the control group
It means you won’t count the results for people in the treatment group who ended up not seeing the ad you had intended for them
Measure Your Advertising Effectiveness Quiz
5. Imagine you work in the marketing department of a large electronics company. You are planning to set up a new conversion campaign on Facebook focused on generating online sales for computer monitors. Your manager asks you to make sure you can report on the effectiveness of your campaign once the campaign is completed. How do you make sure you can fulfill her requirements?
- By setting up a Holdout Test before the campaign starts running
- By setting up a Brand Survey Campaign before the campaign starts running
- By running a Holdout Test after the campaign is complete
By running a Brand Survey test after the campaign is complete
6. Imagine you run an online art supply store. You are looking to increase awareness of online purchases by 5 percentage points among the target audience within three months. Which test would best measure this goal?
- Brand Survey Test
Holdout Test
7. True or false? If you want to run an experiment to test your advertising effectiveness, you have to plan it before you create and run your advertising campaign.
- True
False
8. Why is it important to randomly assign people to the control or the treatment group in an experiment?
- It is helps to make sure that the people you intended to see your ad actually see it
- It helps the advertiser control who gets to see their ads
- It helps to minimize the effect of external variables outside of your control on the results
It is necessary to make sure you have an equal number of people in the control and the treatment group
9. What do we mean by ‘control group’ in an experiment?
- The group for which the advertiser controls the ads they see
- The group that could potentially be exposed to the treatment
- The group that will have the biggest effect on your results.
The group that won’t be exposed to the treatment
10. Imagine you run an online furniture store and want to see results or actions people took in-store, over-the-phone as part of Ads Manager reports and use this information in experiments like Holdout Tests. Which Facebook tool would be most helpful?
- Facebook Pixel
- The Facebook SDK
- Offline Conversions
11. A campaign's incremental impact is…
- People assigned to the test group who may be exposed to a treatment.
- Any difference between the groups is likely to have been caused by the ad or campaign.
- Conversions or sales created by an ad campaign.
The group for which the advertiser controls the ads they see.
12. True or false: A Holdout Test uses a test and a control group and a Brand Survey test does not.
- True
False
13. You run the marketing for a high end clothing retailer and recently ran a holdout test for your company’s Facebook ad campaigns. In Facebook Ad Manager, you look at your overview and observe how many additional conversions happened as a result of your ad. This is called the:
- Cost per brand lift
- Conversion Lift
- Sales lift
Purchase funnel
14. Imagine you ran a Brand Survey test for your campaign on Facebook and it is clear from the report that the confidence level for your test is low. In fact, it says in your report: “the chance that your Facebook ads caused brand lift of 63.2%”. You would like to see a higher confidence level. What could you do?
- Change the target audience for your campaign
- Run a Holdout Test instead, which will most likely come back with a higher confidence level
- Keep running the campaign and increase the test period and the ad budget
Keep running the campaign but reduce the daily budget so you can spread the test of more time.