From Likes to Leads: Interact with Customers Online Quiz Answers

All Weeks From Likes to Leads: Interact with Customers Online Quiz Answers

From Likes to Leads: Interact with Customers Online is the third of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will help you develop social media marketing strategies. Social media is a key digital marketing channel for many businesses because of the large number of people who use social platforms to socialize, interact with businesses, and share content. No digital marketing strategy is complete without an online brand presence where customers can engage with a brand.

In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads.

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From Likes to Leads: Interact with Customers Online Quiz Answers

Week 1

Quiz 1: Test your knowledge: Understand social media marketing

Q1. Fill in the blank: _ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.

  • Google Ad purchasing
  • Smart bidding
  • Social media marketing
  • Print advertising

Q2. What are the benefits of social media marketing? Select all that apply.

  • Improves brand awareness
  • Builds stronger relationships with existing customers
  • Drives traffic to a company’s website
  • Targets the competition’s customer base

Q3. What are the five core pillars of social media marketing? Select five.

  • Educating and promoting
  • Planning and publishing
  • Analytics and reports
  • Listening and engagement
  • Strategy
  • Paid social media

Q4. Which of the following statements about earned media are true? Select all that apply.

  • It is any form of digital promotion a brand pays to put online.
  • It is all the digital content a brand fully controls.
  • It is a personal or public promotion of a brand or product.
  • It does not require a paid promotion.

Q5. Which are examples of owned social media? Select all that apply.

  • Community forums
  • User-generated content
  • Video ads
  • Blog sites

Quiz 2: Weekly challenge 1

Q1. Fill in the blank: __ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product.

  • Social media marketing
  • Interactive online analysis
  • Digital media development
  • Virtual social marketing

Q2. What are the reasons why social media marketing has become a crucial element of many companies’ business development strategies? Select three.

  • Build stronger relationships with existing customers.
  • Hire more employees than the competition.
  • Gain valuable insights.
  • Drive traffic to a company’s website.

Q3. Fill in the blank: Because people use social media platforms to interact with friends, family, and companies, you can connect with users whenever they log in. This makes social media a natural place to _.

  • increase sales revenue
  • gain valuable information
  • make up lost leads
  • target new customers

Q4. What will define the primary goals of your social media marketing campaign?

  • Sales
  • Planning and publishing
  • Strategy
  • Analytics and reporting

Q5. Fill in the blank: __ can help a company understand what people think about their brand, which can inform their marketing and product-development decisions.

  • Customer awareness
  • Virtual consulting
  • Social listening
  • Audience engagement

Q6. Consider the following scenario:

A company is setting up different reports to monitor a variety of metrics, such as followers, comments, or clicks. They plan to use these metrics to improve the performance of their social media marketing campaigns over time.

Which core pillar is this company working on?

  • Listening and engagement
  • Planning and publishing
  • Analytics and reporting
  • Strategy

Q7. Which are the three types of digital media? Select three.

  • Paid
  • Owned
  • Earned
  • Borrowed

Q8. Which is the most common form of owned social media?

  • Product reviews
  • Memes
  • Live stream videos
  • Websites

Q9. What is a benefit of owned media?

  • It allows a company to control the conversation surrounding their brand on social media.
  • It incentivizes customers to market a company’s brand on social media.
  • It enables a company’s brand to reach consumers who are not actively searching for them.
  • It promotes user-generated content related to the company.

Q10. Fill in the blank: The social media marketing funnel begins in the _ with potential customers learning about a company’s brand.

  • conversion stage
  • awareness stage
  • loyalty stage
  • consideration stage

Week 2

Quiz 1: Create brand positioning statements

Q1. In this exercise, you will review a brand positioning statement from a company for social media, then read their posts to evaluate if certain posts are on or off-brand.

As a digital marketer, you may be tasked with creating a brand positioning statement for social media. After you create this statement, one of your responsibilities is to determine if the posts you and your colleagues write are on-brand, and then update any that are not.

And if you want a refresher on these concepts before you get started, refer to the reading on Build your brand identity on social media.

Are you ready?

I’m ready!

Q2. Start by choosing a company’s brand positioning statement. You may select from one of the brand positioning statements below, or you may search for one online.

Statement 1: AllSportsFans is an e-commerce platform that enables anyone to sell sports memorabilia or gear directly to any sports enthusiast. You can use our storefront to sell your merchandise and AllSportsFans will take care of the rest. We are an all-in-one e-commerce hub for sports fans needing to gear up for the season.

Statement 2: Collaborate is a connection hub that links people, information, and tools in order for companies to get work done. Millions of users rely on Collaborate to unify their remote workers and teams, driving their business forward in a virtual world.

Statement 3: D2Consumer is the success story behind every direct-to-consumer company. Leave it to us to get your orders straight from the factory and into the hands of your customers. Just connect your shop, send inventory, and that’s it.

Consider the brand positioning statement you chose. Does this brand positioning statement outline what the company does, for whom, and what makes them different? If it does, move to the next step. If it does not, choose a different brand positioning statement.

Now, write three sentences for each bulleted item:

Your impression of what the company does

Who their target audience is

What the company believes makes them different from their competition

If you need a refresher on brand positioning statements, review the reading, Build your brand identity on social media. Then ask yourself: “does this brand positioning statement outline what the company does, for whom, and what makes them different?” If it does not, choose a different brand positioning statement.

What do you think?

Your answer cannot be more than 10000 characters.

Q3. As a digital marketer, it is important that the posts you and your colleagues write are on brand. This means that how and what you communicate about the company in your social media posts are consistent with the company’s values, tone, and outlook, for example.

Next, review Switch2Ship’s brand positioning statement and four of their social media posts.

Switch2Ship brand positioning statement:

Switch2Ship takes the pain out of shipping by providing an end-to-end operations platform for modern e-commerce companies. We make distributing the next generation of consumer goods as simple as flipping a switch.

Switch2Ship social posts:

Post 1:

Social media post number 1 with an image on the top of the ad showing a gift-wrapped box. The following text is below it: Switch2Ship – Holiday Peak Shipping. How are you preparing? For advice on holiday logistics and e-commerce strategies, click link in bio.
Post 2:

Social media post number 2 for Switch2Ship with text on top.Text on top of the post says: ”However you choose to celebrate…” and text on the bottom that says “…Make Switch2Ship your resolution for the New Year.” Between the text is an image of a champagne bottle, two glasses, and confetti poppers.
Post 3:

Social media post for Switch2Ship that has text and no image. Text is “Ship, Ship, Ship Everybody! @LMFO When I walk in the warehouse, all eyes on me. I’m with the @Switch2Ship crew, all shipping free. All other shipping ecommerce companies, Have nothing on me. #ecommerce #shipD2C #shipshots | @Switch2ShipHQ”
Post 4:

Social media post for Switch2Ship. Illustration of person on a tablet. Icon in background depicts a shopping cart icon. Text below it is: “Switch2Ship – Flip New Switches. Have more control over how your next generation of consumer goods enter and leave the warehouse with our newest features.”
For each social media post, state whether it is on-brand or off-brand.

What do you think?

Your answer cannot be more than 10000 characters.

Q4. In your role as a digital marketer, you might encounter a colleague’s post that is off-brand. In order to offer constructive feedback on how to revise the post, you need to be able to explain why it is not on-brand.

From the four social posts in Question 3, write a paragraph, explaining why you believe the posts are either on or off-brand.

What do you think?

Your answer cannot be more than 10000 characters.

Quiz 2: Test your knowledge: Social media marketing strategies

Q1. What content does common social media buckets include? Select all that apply.

  • Inspirational
  • Rational
  • Promotional
  • Sensational
  • Educational

Q2. Which of the following are examples of entertaining social media content? Select all that apply.

  • Memes
  • Jokes
  • Case studies
  • Giveaways

Q3. Why is educational social media content important for a company’s brand?

  • It can build trust in the company’s brand and position it as an industry leader with information and wisdom to share.
  • It can make a company’s brand seem more authentic and reinforce their message, values, and vision.
  • It can give audiences a chance to ask questions, comment, and react immediately to what they are experiencing.
  • It can give social media users an immediate impression of a company’s brand.

Q4. How can a company create inspirational social media content?

  • Build case studies, find testimonials and quotes, share amazing facts and trivia, and tell personal stories.
  • Begin conversations with the target audience by suggesting a topic or viewpoint, then inviting the audience to join the dialogue.
  • Offer coupons, discounts, or free gifts for sign-ups that can boost sales and encourage people to buy things they may not have purchased before.
  • Provide video trainings, infographics, industry research, case studies, FAQs, and tips.

Q5. Which type of social media content encourages a company’s audience to engage with them?

  • Educational
  • Inspirational
  • Conversational
  • Promotional

Q6. Which of the following are examples of promotional social media content? Select all that apply.

  • Coupons
  • Infographics
  • Discounts
  • Polls

Quiz 3: Test your knowledge: Plan and publish content

Q1. How often should a digital marketer post when using platforms with chronological feeds?

  • Multiple times a day
  • Once a day
  • Three times a week
  • Every hour

Q2. Fill in the blank: For _ platforms, it is better to publish quality content less frequently. Too many posts can result in a drop in engagement.

  • seasonal
  • algorithm-based
  • chronological
  • user-driven

Q3. What are the benefits of using a social media calendar? Select all that apply.

  • They are able to edit livestreaming videos
  • They can organize content in a centralized location
  • They can have stakeholders review or approve posts
  • They are able to schedule posts in advance

Q4. What are the elements of a social media calendar? Select all that apply.

  • The cost of each post
  • The topic of the post
  • The links to any assets
  • The date and time the post will go live

Q5. What steps does a digital marketer need to take to develop their social media calendar? Select all that apply.

  • Identify platforms
  • Review current content
  • Decide on data to track
  • Create an influencer budget

Quiz 4: Weekly challenge 2

Q1. Increasing web traffic and gaining customer insights are examples of what kind of goals?

  • Virtual marketing goals
  • E-commerce marketing goals
  • Social media marketing goals
  • Customer awareness marketing goals

Q2. What types of information should a company compile in order to identify their target audience? Select all that apply.

  • Age
  • Language
  • Location
  • Marital status

Q3. Fill in the blank: To help a company choose the right social media platform, they need to start by understanding _.

  • the variety of advertisements on each platform
  • how different platforms work
  • costs associated with each platform
  • the diversity of the users

Q4. Fill in the blank: _ appeals to people who are on a social media platform to enjoy themselves, and it can help an audience relate to a company’s content and their brand.

  • Educational content
  • Conversational content
  • Entertaining content
  • Inspirational content

Q5. Which of the following are examples of educational content? Select all that apply.

  • Case studies
  • Viral videos
  • Industry research
  • How-to posts

Q6. Which of the following are examples of conversational content? Select all that apply.

  • Polls
  • Memes
  • FAQs
  • Advice

Q7. Which are examples of content formats for social media? Select all that apply.

  • Polls
  • Written posts
  • Discount codes
  • Links

Q8. Fill in the blank: For platforms with _, posting multiple times a day gives a digital marketer the opportunity to reach their target audience in different time zones and at various points throughout their day.

  • intermittent feeds
  • chronological feeds
  • asynchronous feeds
  • linear feeds

Q9. How can a social media calendar help a digital marketer avoid making major mistakes in their posts?

  • It enables a digital marketer to predict user reactions and comments ahead of time, and deletes any posts that might receive a negative response.
  • It provides a digital marketer with the ability to collaborate with an editor to review grammar, punctuation, and syntax mistakes before publishing.
  • It allows a digital marketer to check for spelling errors and typos, fact check, and ensures that all of their links and images are correct in advance.
  • It allows a digital marketer to remove any unfavorable posts at any point, and replaces them with ones that trend positively with users.

Q10. What steps does a digital marketer need to take to develop a social media calendar? Select all that apply.

  • Establish a workflow and review process
  • Decide on data to track
  • Make a content library
  • Review former platforms and expired user metrics

Week 3

Quiz 1: Test your knowledge: Social listening

Q1. Fill in the blank: The process of tracking and analyzing conversations and trends related to a brand is called _.

  • social media sentiment
  • social messaging
  • social media solution
  • social listening

Q2. Fill in the blank: A _ is a word or phrase that comes after the pound symbol that indicates that a piece of content relates to a specific topic or category.

  • slogan
  • phrase
  • keyword
  • hashtag

Q3. Which of the following are examples of keywords that can help a company find conversations about their brand online? Select all that apply.

  • Industry buzzwords
  • Customer pain points
  • Brand and product names
  • Hashtags related to the brand

Q4. The insights gained from social listening can help a company do which of the following? Select all that apply.

  • Create content their followers are interested in
  • Come up with new ideas based on trends in their industry
  • Adjust their marketing strategy to fit the current marketplace
  • Learn what customers will buy next year

Q5. Which of the following are social listening tools a company can use to track and analyze conversations and trends related to their brand?

  • Jamboard
  • Sprout Social
  • Hootsuite
  • Hubspot

Quiz 2: Test your knowledge: Engage customers

Q1. What does social media engagement measure?

  • The amount of competitor pop-up ads that appear on a company’s social media account
  • How people are interacting with a company’s social media accounts and content
  • The number of influencers marketing a company’s product
  • How many customers make a purchase on a company’s website

Q2. How can a company increase their audience’s engagement on social media? Select all that apply.

  • By responding to customers
  • By posting every hour on every social media platform
  • By providing excellent customer service
  • By developing an authentic, personal voice

Q3. In addition to holding contests, how else can a company entice people to engage with their social media accounts? Select all that apply.

  • Giving out jobs
  • Spotlighting customers
  • Developing quizzes
  • Posting polls

Q4. Fill in the blank: In order to gain followers, a company can demonstrate _ by liking, tagging, retweeting, and replying to other people’s Tweets.

  • engagement
  • digital proficiency
  • mobility
  • user favoritism

Q5. How can a company increase followers on Twitter? Select all that apply.

  • Select bold fonts
  • Use hashtags
  • Tweet frequently
  • Include visuals

Quiz 3: Test your knowledge: Compose engaging content

Q1. Which of the following are strategies for writing social media content? Select all that apply.

  • Include a call to action.
  • Write to the audience.
  • Pay attention to grammar and spelling in line with brand voice.
  • Write all content for each platform exactly the same.

Q2. Which of the following are examples of keeping social media content short and simple? Select all that apply.

  • Breaking up messages using headings, bullets, and lists
  • Including jargon
  • Bolding important information
  • Using mostly acronyms

Q3. Fill in the blank: The personality a brand takes on in its communications, specifically the language used when writing content or interacting with an audience is called _.

  • brand mission
  • brand values
  • brand voice
  • brand tone

Q4. Which of the following are examples of content that would be found in a company’s brand voice guidelines? Select all that apply.

  • Product pricing information
  • A brand’s mission and values
  • Tone in different situations or on different platforms
  • Common vocabulary and phrases

Q5. Fill in the blank: Taking an amusing video clip or animation and turning it into a GIF is an example of _.

  • repurposing content
  • a call to action
  • speaking like the audience
  • brand voice

Q6. Which of the following are examples of ways to make social media posts accessible? Select all that apply.

  • Auto-play advertisements
  • Alternative text
  • Video and audio captioning
  • Color contrast

Q7. Which of the following are ways to create visually engaging content for social media? Select all that apply.

  • Use simple graphics
  • Use the same style
  • Use text that is easy to read
  • Use principles of visual hierarchy

Quiz 4: Weekly challenge 3

Q1. Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply.

  • Increased customer acquisition
  • Opportunities to analyze the competition
  • Ability to act on assumptions
  • Ability to address negative sentiment

Q2. Which of the following are possible benefits to a company using social listening to assess their competition? Select all that apply.

  • Learn what products a competitor is planning to release in the future.
  • Determine which touchpoint a customer interacts with before making a purchase
  • Identify a competitor’s mistakes to understand what not to do
  • Understand what competitors do well and what customers like about them.

Q3. Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _.

  • social media analysis
  • social media listening
  • social media marketing
  • social media engagement

Q4. Which of the following statements best describes how social listening and social media engagement work together?

  • Social media listening measures how people are interacting with a brand’s social media. Social media engagement then tracks and analyzes conversations and trends related to a brand on social media.
  • Social listening and social media engagement work together to analyze conversations and trends related to a brand.
  • Social media engagement measures how people are interacting with a brand’s social media. Social listening then tracks and analyzes conversations and trends related to a brand on social media.
  • Social listening and social media engagement work together to help a company learn what is happening in their industry.

Q5. Why is showing images or videos of employees an effective social media engagement strategy?

  • It keeps customers from purchasing products from competitors.
  • It helps customers imagine what it might be like to work for the brand.
  • It helps a brand seem more personable and relatable.
  • It helps customers know what to purchase.

Q6. Fill in the blank: Any message posted to Twitter that may contain elements like text, photos, videos, links, and audio is called a _.

  • Tweet
  • message
  • follower
  • ping

Q7. Which of the following are examples of information a company might want to include in their Twitter bio? Select all that apply.

  • Products and services
  • Keywords
  • Website link
  • Jargon

Q8. Fill in the blank: Content that is _ will be relevant over a long period of time.

  • reused
  • evergreen
  • repurposed
  • new

Q9. Which of the following are ways to achieve an authentic brand voice? Select all that apply.

  • Treat your audience like a competitor
  • Communicate naturally to the audience
  • Use mostly acronyms or jargon
  • Avoid complicated terminology

Q10. Fill in the blank: A company asking its customer to visit their website is an example of _.

  • a call to action
  • brand voice
  • brand sentiment
  • repurposing content

Week 4

Quiz 1: Test your knowledge: Social media analytics

Q1. What is social media analytics?

  • Tracking and gathering information that describes qualities or characteristics
  • Tracking, collecting, and analyzing data from social media platforms
  • Tracking and gathering data through observation
  • Tracking, collecting, and analyzing data about an organization’s business decisions

Q2. Social media analytics can help you better understand your audience and choose the best platforms for your content. What are the additional benefits of social media analytics? Select four.

  • Improve your strategy.
  • Observe the language people use when talking about your business.
  • Measure your social media return on investment, or ROI.
  • Learn from your competitors.
  • Learn what content drives results.

Q3. What do brand awareness metrics measure?

  • The completion of an activity that contributes to the success of your business.
  • The likelihood that a customer would recommend your product to a friend.
  • The number of approval actions that a post receives relative to your total number of followers.
  • The attention your brand receives across all social media platforms during a reporting period.

Q4. In the conversion stage of the marketing funnel, a business measures how customers are guided to their website from specific social media platforms. What metric does this describe?

  • Applause rate
  • Testimonials
  • Referrals
  • Impressions

Q5. Imagine that your brand uses analytics to identify emerging trends on social media. How does this impact your marketing strategy?

  • You can create content that aligns with the best-performing content from your competitors.
  • You can create real-time marketing content that is relevant to what people are most interested in at any given time.
  • You can share your content on different platforms based on engagement.
  • You can customize content for your customers based on their personas.

Quiz 2: Test your knowledge: Social media marketing reports and presentations

Q1. What is a social media report?

  • A measurement used to gauge how successful your organization has been at reaching a business or marketing goal.
  • A metric that helps predict future customer engagement by asking if customers would recommend your product to a friend.
  • A graphic representation of projected engagement with your brand’s social media content.
  • A document that presents and tracks relevant data about your business’s social media activities.

Q2. What do marketers need to consider when crafting a social media report? Select all that apply.

  • What data to include that is most relevant to the audience
  • How to design one generic report that is general enough to work for different audiences
  • How frequently to deliver the report
  • How to tailor the report for the audience

Q3. When presenting a social media report, what can you do to make sure the audience is following along? Select all that apply.

  • Keep sentences brief
  • Save questions for the end
  • Speak slowly
  • Use intentional pauses

Q4. Why is it important to prepare for a presentation in advance? Select all that apply.

  • You can find possible issues before you present, like awkward phrasing.
  • You can share findings in advance, rather than presenting in front of an audience.
  • You can feel calm and more confident when you present.
  • You can identify likely questions and come up with answers.

Q5. Consider the following scenario:

A marketer delivers a social media report presentation to company leadership. An audience member asks an important but not directly related question about how the findings relate to another department’s work. The marketer addresses their key points and pivots the discussion to accommodate the audience.

What presentation best practice does this example describe?

  • Connect with your audience
  • Pace yourself
  • Check in
  • Be flexible

Quiz 3: Weekly challenge 4

Q1. What is the difference between qualitative and quantitative data?

  • Quantitative data describes qualities or characteristics. Qualitative data can be counted or compared on a numeric scale.
  • Qualitative data is collected after launching a social media campaign. Quantitative data is collected before launching a social media campaign.
  • Qualitative data describes qualities or characteristics. Quantitative data can be counted or compared on a numeric scale.
  • Quantitative data is collected after launching a social media campaign. Qualitative data is collected before launching a social media campaign.

Q2. Fill in the blank: Social media analytics is the process of _.

  • measuring and monitoring how well marketing goals align with business goals
  • soliciting, collecting, and reporting on marketing campaign feedback from company stakeholders
  • tracking, collecting, and analyzing data from social media platforms to improve an organization’s strategic business decisions
  • designing a preliminary social media strategy before launching a marketing campaign

Q3. Imagine that a company launches a social media campaign. They monitor engagement to determine whether images, videos, or links do better on particular platforms. What benefit of social media analytics does this describe?

  • The ability to choose the best platforms
  • The ability to better understand your audience
  • The ability to learn what content drives results
  • The ability to learn from your competitors

Q4. Fill in the blank: Social media goals determine _.

  • which metrics you focus on and optimize
  • the goals of your business
  • which stakeholders you share data with
  • the goals of the larger marketing campaign you are working on

Q5. In the loyalty stage of the marketing funnel, a business wants to predict future customer engagement. They ask current customers if they would recommend the company’s product to a friend. What metric does this describe?

  • Net Promoter Score
  • Conversions
  • Applause rate
  • Brand awareness

Q6. Imagine that a marketer tracks social media analytics across platforms to learn how their content is performing. They find that their longer posts perform much better on Facebook than on Instagram. How can they use this information?

  • They should continue to publish similar content on Facebook and adjust their content strategy for Instagram.
  • They should stop sharing longer posts on Facebook and update their Instagram content strategy.
  • They should stop posting content on Instagram and update their Facebook content strategy.
  • They should revisit and adjust their social media marketing goals to align with their content performance.

Q7. What is a key performance indicator (KPI)?

  • A summary of social media marketing spending projections used to budget for future campaigns.
  • A collection of data and campaign highlights used for sharing marketing campaign results with managers.
  • A document that presents and tracks relevant data about social media activities.
  • A measurement used to gauge how successful an organization is in its effort to reach a business or marketing goal.

Q8. Consider the following scenario:

Imagine that a marketer is preparing a social media report. They consider who will read the report and align the report to the needs of that group. The marketer includes information that the group wants to know and adjusts the level of detailed data on specific items accordingly.

What social media reporting practice does this describe?

  • Emphasizing campaign highlights
  • Tailoring the report to the audience
  • Reporting on key performance indicators
  • Delivering the report with the right frequency

Q9. What should the analysis section of a social media report include?

  • An explanation of the campaign’s total cost and return on investment
  • A recommendation for how to best adjust the strategy for the next campaign
  • An evaluation and explanation of why the campaign may have gotten the results it did
  • A summary of the report’s context to help the audience connect to the story the data is telling

Q10. Consider the following scenario:

A marketer delivers a social media report presentation to a diverse group of partners. During the presentation, the marketer intentionally points out key aspects about the data. They use phrases like, “as I mentioned” and “as you may have noticed.”

What presentation best practice does this example describe?

  • Be flexible
  • Guide your audience
  • Be prepared
  • Pace yourself

Week 5

Quiz 1: Test your knowledge: Paid ads on social media

Q1. Fill in the blank: Paid social media is an effective way to increase _. It allows a digital marketer to place ads in a prominent position in their audience’s feeds.

  • influencer endorsement
  • product inventory
  • brand awareness
  • print marketing

Q2. What are the benefits of paid social media? Select all that apply.

  • Reach an audience quickly
  • Increase remarketing capabilities
  • Improve customer service
  • Target relevant customers

Q3. Unlike organic social media, paid social media is best at achieving which types of goals? Select all that apply.

  • Targeting specific audiences
  • Raising brand awareness
  • Driving conversions
  • Building connections with competitors

Q4. How can a company use paid social media to achieve their goal of reaching specific audiences?

  • By remarketing ads on each social media platform
  • By redirecting their competition’s audience
  • By targeting ads to lookalike audiences
  • By using funds to boost top performing organic content

Q5. How can a company use paid social media to increase conversions?

  • By selling more products
  • By targeting an elite audience
  • By optimizing ads with A/B testing
  • By expanding their budget

Quiz 2: Test your knowledge: Target your social advertising

Q1. What does a digital marketer need to determine first in order to develop a strategy for a paid social media campaign?

  • The budget
  • The products
  • The platform
  • The objective

Q2. Fill in the blank: A paid social media campaign should focus on reaching one of a company’s _ on social media.

  • customer personas
  • best influencers
  • competitors
  • remarketed ads

Q3. What steps should a digital marketer take to develop a strategy for a paid social media campaign? Select all that apply.

  • Develop and upload creatives
  • Research their competitors
  • Define the campaign length
  • Set a campaign budget

Q4. Consider the following scenario:

A digital marketer is working on remarketing. To get started, they upload their list of email contacts to the platform of their choice. Their intended audience will then start seeing their company’s ads as they browse through that platform.

What type of remarketing does this describe?

  • pixel-based
  • list-based
  • tagged-based
  • hashtag-based

Q5. How can a digital marketer remarket to an advertising audience? Select all that apply.

  • By untagging visitors who have made a purchase
  • By personalizing ads
  • By limiting frequency of ads
  • By remarketing to potential customers

Quiz 3: Test your knowledge: Manage a social advertising budget

Q1. Fill in the blank: When considering a company’s paid social media costs, a digital marketer also needs to think about the costs of _.

  • conducting weekly meetings
  • paying for investors
  • creating content
  • using free marketing sites

Q2. What does a paid social media budget generally include? Select all that apply.

  • Ad spend
  • Tools
  • Management
  • Customer service payroll

Q3. What does a digital marketer need to consider when selecting a bidding strategy? Select all that apply.

  • Ad campaign goals
  • Competition analysis
  • Market research
  • Advertising budget

Q4. What is the cost-per-click (CPC) bidding strategy?

  • The amount a company pays for every 1,000 impressions an ad receives.
  • The amount a company pays when someone clicks on their ad.
  • The amount a company pays when someone completes a desired action.
  • The amount a company pays for every referral or repeat purchase.

Q5. What is the bidding strategy called when a company has to pay every time a person signs up for a newsletter, watches a video, requests a callback, or makes an actual purchase?

  • Cost-per-click (CPC)
  • Cost-per-social platform (CPS)
  • Cost-per-action (CPA)
  • Cost-per-thousand impressions (CMP)

Quiz 4: Weekly challenge 5

Q1. Fill in the blank: _ posts can sometimes take days for a company’s audience to view due to platform algorithms, which can cost a company leads.

  • Frequent social media
  • Organic social media
  • Brand-driven social media
  • Paid social media

Q2. What are the benefits of paid social media? Select all that apply.

  • Reach audiences quickly
  • Increase brand awareness
  • Reduce influencer-generated content
  • Target relevant customers

Q3. Fill in the blank: _ is ideal for nurturing connections with customers through communication and relationship building.

  • Paid social media
  • Customer-based social media
  • Organic social media
  • Multi-platform social media

Q4. How can paid social media help a company achieve their marketing goals? Select all that apply.

  • Boost organic content
  • Build nurturing relationships
  • Optimize ads with A/B testing
  • Target ads to lookalike audiences

Q5. What does a digital marketer first need to determine before developing a strategy for a paid social media campaign?

  • Workforce
  • Products
  • Cost
  • Objective

Q6. If a company is launching their first paid social media campaign, what kind of platform should they use?

  • The one that is underutilized
  • The one that is popular among their competitors
  • The one that is the most cost-effective
  • The one that is currently their biggest source of leads

Q7. What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply.

  • Develop and upload creatives
  • Set campaign budget
  • Hire additional staff members
  • Define campaign length

Q8. How does a company do list-based remarketing?

  • Create a list of competitor’s ads to block on their platform
  • Place cookies on every platform a customer visits
  • Upload their list of email contacts to the platform of their choice
  • Post content specific to their brand on multiple platforms

Q9. Fill in the blank: When setting a paid social media budget, a company needs to think about how they will create _.

  • tools
  • analytics software
  • content
  • influencer interest

Q10. What are the most common bidding strategies? Select three.

  • Cost-per-thousand impressions (CPM)
  • Cost-per-action (CPA)
  • Cost-per-platform (CPP)
  • Cost-per-click (CPC)
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