Marketing Analytics with Facebook Coursera Quiz Answers

All Weeks Marketing Analytics with Facebook Coursera Quiz Answers

Marketing Analytics with Facebook Week 01 Quiz Answers

Practice Quiz: Introduction to Ads Manager

Q1. Facebook Ads Manager let’s marketers run advertising campaigns on… (Select all that apply)

Instagram
Via Text
Facebook
Audience Network

Q2. True or False? Facebook advertising happens through an auction, rather than the more traditional route of paying directly for advertising space.

True
False

Q3. Which part of the Facebook total value ad auction equation covers how much an advertiser is willing to pay to achieve their desired outcome?

Estimated Action Rate
Advertiser Bid
Ad Quality
Total Value

Q4. Let’s say two bike part companies are competing in an auction to show one person, named Marissa, an ad. Marissa lives in Portland, Oregon. She regularly buys her bike parts from internet start-ups with a Portland angle.

Company One’s ads target all American women who cycle, whereas Company Two’s ads target cyclists who live in Portland with Portland-specific messages.

Which part of Company Two’s Total Value score does Marissa’s purchasing history boost?

Ad Quality
Estimated Action Rate
Advertiser bid

Q5. Which part of the Facebook total value ad auction equation tells you the numerical score Facebook assigns to an ad through the auction?

Total Value
Ad Quality
Advertiser Bid
Estimated Action Rate

Q6. Which part of the Facebook total value ad auction equation covers feedback from people that view or hide your ad, as well as findings of “low-quality” attributes such as sensationalized language, engagement bait, and more?

Advertiser Bid
Total Value
Ad Quality
Estimated Action Rate

Q7. What is the structure of a Facebook ad campaign?

Campaign –> ad set –> ad
Campaign –> ad set
Ad set –> ad –> campaign
Ad set –> ad

Practice Quiz: Planning and Scheduling Ads with Facebook Ads Manager

Q1. Which marketing goal group focuses on encouraging customers to purchase or use your product or service?

Conversion
Consideration
Awareness
Traffic

Q2. Which specific ad campaign objective reaches people more likely to like, comment, and share your post?

Engagement
Reach
Brand Awareness
Conversion

Q3. If you choose the Traffic objective on Ads Manager, Facebook will show your ad to people who are:

Likely to click through to your website
Likely to buy your product
Likely to sign up for your newsletter
Likely to visit your physical store

Q4. Let’s say you’re trying to achieve a marketing goal for app downloads. You want 40,000 people to download the app, which costs $1. You make $0.50 in profits per download. What’s the maximum amount in dollars you can spend on advertising without losing money?

> 20,000
< 25,000
20,000

Q5. Which type of budget in Ads Manager lets you control how much money you spend on each ad set?

Campaign Budget
Ad Set Budget
Lifetime Budget
Campaign Budget Optimization

Q6. Which feature in Ads Manager allows Facebook to dynamically assign budget to ad sets based on their performance, therefore maximizing your spending efficiency? (Choose all that apply)

Lifetime Budget
Campaign Budget Optimization
Daily Budget
Ad Set Budget

Q7. Which bid strategy does Facebook recommend you select in Ads Manager?

Target Cost
Lowest Cost
Cost Cap
Bid Cap

Q8. What are the types of audiences you can create in Ads Manager?

Core Audience, Page Followers, and Engagement
Page Followers, Website Visitors, and App Users
Core Audience, Custom Audience, and Lookalike Audience
Custom Audience and Lookalike Audience

Q9. What criteria categories can you adjust when you create a Core Audience?

Time Zone, Zip Code, Demographics, and Behaviors
Demographics, Interests, and Behaviors
Location, Age, Gender, Network, Friends, and Other
Location, Age, Gender, Demographics, Interests, and Behaviors

Q10. Which type of optimization is best for driving traffic to a store’s website when defining the Ad Set Optimization and Delivery?

Link Clicks
Landing Page Views
Impressions
Daily Unique Reach

Graded Quiz: Fundamentals of Facebook Ads Manager

Q1. Alex’s ad is in the ad auction. What determines whether their ad is shown to someone in their target audience?

Campaign Strategy
Total Value
Maximum Budget

Q2. Alex’s ad is in the ad auction. A lot of people have hidden their ad. What part of the total value will this effect?

Advertiser Bid
Estimated Action Rate
Ad Quality

Q3. In what order is a Facebook advertising campaign created?

Creative, Call to Action, Budget
Campaign, Ad Set, Ad
Ad, Ad Set, Campaign
Ad set, Campaign, Ad
Campaign, Ad, Destination URL

Q4. Which bid strategy tells Facebook to bid with the goal of getting you the least expensive price per desired action?

Target Cost
Lowest Cost
Cost Cap
Cost Control

Q5. True or false: Lookalike Audience is a method you can use to create an audience.

True
False

Q6. True or False: You must have Lifetime budget selected in order to set a specific ads schedule (i.e. one with specified days and times).

False
True

Q7. Which two settings can be changed at the ad set level? (Choose all that apply)

Image
Objective
Placement
Bid amount
Headline

Q8. What is a valid reason that an ad would be rejected by Facebook?

The ad used a video ad that was originally created for television
Lead ads were used to receive email, first name and phone number
An image within the ad focused on individual body parts
The link to the landing pages included content that was relevant to the ad

Marketing Analytics with Facebook Week 02 Quiz Answers

Practice Quiz: Evaluating Campaign Results with Ads Manager

Q1. Generally, the information in the Ads Manager report falls into what three categories?

Past performance, future suggestions, community
Cost metrics, results metrics, and status/campaign information
Facebook, Instagram, Messenger

Q2. If you wanted to see the number of outcomes from a campaign on the Ads Manager reporting screen, what column would you look at?

Discoveries column
Results column
Impressions column
None of the above

Q3. True or false: an ad’s reach can never be bigger than its number of impressions.

True
False

Q4. On the Ads Manager reporting screen, the bottom row of the campaign tab…

… will offer suggestions on how to improve your campaigns.
… will present a hypothetical campaign you could run in the future.
…will sum up all the metrics for you for all your campaigns.

Q5. What metrics can you use to generate a breakdown of your data in the ads manager report?

Time
Who It Was Delivered To
What Actions Were Taken
All of the Above

Practice Quiz: Evaluating Results Against Your Goal

Q1. A sporting goods business is setting up a campaign and wants to raise brand awareness. What is a helpful metric to measure the success of this campaign?

Estimated ad recall lift
Awareness and interest points
Lead generation
None of the above.

Q2. A candy company delivers a campaign to generate maximum sales of its candies. Which metric should the company use to evaluate the success of the campaign?

Reach
Conversions
Clicks
Impressions

Q3. What is the Facebook pixel?

A piece of code that allows you to measure, optimize and build target audiences for your ad campaign.
A device that can be placed in a user’s home to track conversions.
A mobile app that gives more detailed information about the mobile views generated from an ad campaign.

Q4. The Facebook pixel can track: (Select all that apply)

Submitting an online form
Finishing a purchase
Placing an item in a shopping cart
Visiting a specific physical store location

Q5. The finite period of time during which conversions can be credited to your ads is the…

Degradation setting
Attribution setting
Attachment setting

Q6. True or false: Generally, the more expensive an item, the shorter the attribution period.

False
True

Graded Quiz: Analyzing Campaign Results

Q1. True or false: The results column in the Ads Manager Dashboard will show different metrics depending on the objective for a campaign.

True
False

Q2. True or false: Impressions include the instances where an ad was shown multiple times to the same person.

True
False

Q3. If an advertiser wants to compare what actions people took on an ad, what feature could they use in Ads Manager?

Breakdown
Clicks
Action View

Q4. The “result” measured in the cost per result metric can include:

Post Engagement
Landing Page Views
Estimated Ad Recall Lift
All of the above

Q5. If Jamie wants to increase the number of people visiting their website after seeing their ad, what campaign objective would be a good choice?

Traffic
Conversions
Brand Awareness
Engagement

Q6. Alex is setting up a campaign, and is thinking ahead to which metrics they would want to track. Which metrics would you track for an awareness campaign?

None of the above
Reach, impression, or brand awareness
Likes, traffic, or engagement
Purchases, store visits, or lead generation

Q7. Where is the pixel installed?

Business website
Personal Facebook Page
Business App
Facebook business Page
Ads Manager

Q8. True or false: An attribution setting is defined as a time period, like 1 day or 1 week.

True
False

Marketing Analytics with Facebook Week 03 Quiz Answers

Practice Quiz: Conversion Lift Tests

Q1. A conversion lift test measures changes in conversion. What is the “lift” being measured?

The projected sales if a specific ad campaign is used.
The amount of conversions lost due to poor advertisements.
The amount of additional conversions in the treatment group vs. the control group.

Q2. 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.

False
True

Q3. When you use an experiment to test the effectiveness of your advertising campaign, what do we mean when we refer to the treatment or test group?

The total target audience for your ad
The group of people that may have been exposed to your ad
The group of people that definitely saw your ad
The group of people that did not see your ad

Q4. True or false? The ‘control group’ is the group in the experiment that will be exposed to the treatment.

True
False

Q5. You want to run an experiment for your company’s advertising campaign. When designing your experiment, you randomly assign people to a control group and a treatment group. Studies that use this type of experiment are referred to as:

Holdout Test
Randomized Control Trials (RCTs)
Brand Survey Test
Incremental Impact

Q6. What does it mean when Facebook says it uses Intention to Treat (ITT) in advertising effectiveness tests?

It means that people are randomly assigned to the test or the control group
It means that Facebook splits the audience evenly in a test and control group.
It means that Facebook will only count the results from people in the test group if they ended up seeing the ad that was intended for them.
It means that people who are part of the test (or treatment) group in an experiment will remain in that group, even if they ended up not seeing the ad that was intended for them in the test

Q7. Imagine you ran a Holdout Test for your Facebook campaign and you find the following information in the report of the results: -Conversion lift percent: 15.2% -Conversion Lift: 2,155 -Sales Lift: $88,100 Based on this information, which of the following is correct?

Without your Facebook campaign, there would have been $88,100 in sales
There is 15.2% chance that your Facebook ads caused additional conversions
Your Facebook ads caused 2,155 additional conversions to occur that wouldn’t have happened otherwise
Sales among the people who did not have the opportunity to see your Facebook ads was $88,100

Practice Quiz: Brand Lift Tests

Q1. What is brand lift?

How far your brand is behind another
A quick fix of your brand image
An increase in the awareness of a brand

Q2. One of the most important parts of your brand lift test is:

The date range for your test
Creating your poll questions
Specifying the region where your target audience lives
Specifying the name of your Facebook page

Q3. How might a Brand Lift Test on the Facebook platform help an advertiser?

It shows the incremental lift in ad recall caused by a brand awareness focused campaign, thus helping to evaluate the effectiveness of that campaign
It shows you what people think of your ad
It tells you how you could improve your advertising creative to make your campaign more effective
It helps evaluate the incremental lift in conversions resulting from your campaign.

Q4. True or false? Facebook suggests that in order to run a successful test, you should at least spend about $30,000 on advertising in the campaigns you are testing.

True
False

Q5. You run the marketing for a high end clothing retailer and recently run a brand lift test for your company’s Facebook ad campaigns. Your results consist of which of the following? (Select all that apply)

Brand lift
Brand lift percentage
Cost per conversion
Confidence level of results

Q6. Imagine you ran a Brand Lift 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?

Keep running the campaign but reduce the daily budget so you can spread the test of more time.
Keep running the campaign and increase the test period and the ad budget
Change the target audience for your campaign
Run a Holdout Test instead, which will most likely come back with a higher confidence level

Q7. What is an acceptable confidence level for your test?

Anything above 75%
Depends on the test
90% and above
Between 80-85%

Graded Quiz: Running Facebook Experiments

Q1. 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 running a Holdout Test after the campaign is complete
By setting up a Brand Survey Campaign before the campaign starts running
By setting up a Holdout Test before the campaign starts running
By running a Brand Survey test after the campaign is complete

Q2. Why does Facebook require spending at least $30,000 on a Brand Lift test?

The servers required for this test are very expensive to maintain.
Each respondent is paid a small amount and you need at least 30,000 participants.
In order to see a difference, you need to poll a large enough audience about whether or not they saw your ad.

Q3. 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.

False
True

Q4. In a RCT, what does it mean to use intention to treat?

All experiment participants are kept in the group they were originally assigned to, regardless of what they see or do.
The test is repeated until treatment is completed on all participants.
All participants are asked if they intend to purchase.

Q5. The difference between the treatment group and the control group that is likely to have been caused by the ad or campaign is known as what?

Holdout Exposure
Incremental Impact
Intentional Treatment

Q6. 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
Purchase funnel
Sales lift
Conversion Lift

Q7. Imagine you ran a Brand Lift 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 is 63.2%”. You would like to see a higher confidence level. What could you do?

Change the target audience for your campaign
Keep running the campaign but reduce the daily budget so you can spread the test over more time.
Run a Conversion Lift 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

Q8. Les would like to connect their external marketing data to Facebook. What is a tool that they could use to accomplish this?

The Facebook Conversion API
A Spreadsheet
The Facebook App

Marketing Analytics with Facebook Week 04 Quiz Answers

Practice Quiz: Optimizing Ads with A/B Tests

Q1. True or false? When you are only testing two variations of one variable, you use an A/B test to determine which version will produce the best results.

False
True

Q2. In which of the following scenarios would an A/B test be helpful? (Select all that apply)

If you would like to know which audience group your ad performs best in
If you want to optimize the copy (the text) in your ad
If you have two different images you could use in your ads and you want to know which image would generate most results
If you want to know whether your advertising was effective at increasing sales

Q3. In A/B testing in advertising, it’s best practice to only change one variable at a time between the version A and B of your ad. Why is that?

When you only vary one variable and leave all other aspects of the different versions of the ad identical, then you will know exactly which variable was responsible for the difference in results
When you test only one variable at a time your chances of finding a winner are higher
It is easier to change only one variable at a time as it will reduce the time it takes to test
When you test only one variable at a time, the confidence level for your test will be higher

Q4. The results of an A/B test on the Facebook platform include which of the following 2 elements?

The incremental lift of your ad compared to the control group and the winner of the test
The winner of the test (version A or version B) and the confidence level for the test
The number of results from version A and version B of the ad and the portion of the budget that was spent on each ad
The increase in brand awareness as a result of seeing your ad and the confidence level for the test

Q5. Which of the following is true when setting up an A/B test in Facebook?

Facebook duplicates your ads and changes several variables
There are two control groups
The test group receives a treatment and the control group does not
There is no control group

Q6. What does the confidence level of an A/B test tell you?

It tells you what the chance is of getting the same winner if you ran this test again.
It tells you how likely it is that you can further improve your ad .
It tells you how confident you can be that people were randomly assigned to the A and the B group
It tells you how confident you can be that your advertising was effective.

Practice Quiz: Marketing Mix Modeling

Q1. True or false? You would run a marketing mix modeling study to show how your advertising on different platforms contributed to company sales.

False
True

Q2. Traditionally, what are the weaknesses associated with a marketing mix model? (Select all that apply.)

Takes a long time
Complex
False Positives
Inaccuracies

Q3. True or false: APIs and machine learning will eventually make marketing mix modeling irrelevant.

True
False

Q4. Imagine you work in the marketing department of a large clothing retailer. You want to run a marketing mix modeling study. Which of the following statements regarding the benefits of conducting this study are true? (Select all that apply)

It can help you analyze last year’s data to understand what worked.
It can help plan how to best spend your money next year to improve results.
It can predict what will work in the future for your company.
Is solely used to determine on which platform your advertisement performed best.

Q5. True or false: Likes, comments, and shares are great inputs to include in your marketing mix model.

False
True

Graded Quiz: Optimizing Your Marketing Mix

Q1. True or false: In an advertising A/B test, it’s best practice to only change one variable at a time between versions A and B.

False
True

Q2. Imagine you are planning a campaign for scented candles on Instagram. You have several images of the candles you want to promote, but you are not sure which image will work best. After a meeting with your team, you narrowed the choices down to two different images. One is an image of three candles on a dresser, the other one is an image of one candle only. You have already decided which copy will accompany the image. What should you do to help you decide on the right image to use?

Conduct an A/B test in which you test a version A with the image of the three candles with a text that talks about the promotion and version B with the image of the single candle and copy that talks about the new scent of this candle
Conduct an A/B test as part of the Instagram campaign in which you create two ads that are identical except for the image.
Conduct a Conversion Lift Test in which you check the effect of each of the images.
Use a marketing mix modelling study to evaluate which images have worked best in the past

Q3. You are working on a campaign with the objective to drive app downloads. You have created an audience on Facebook for your campaign. But, you also have a list of emails from people who have downloaded an app from you before, and you plan to create a custom audience using that list. You also want to run ads on television and radio. Now, you would like to know which platform would be most effective for delivering your message. You have data from previous marketing campaigns and you work with a market research agency to help you with this. Which study could help you?

You can run a Brand Lift Test
You can run a Marketing Mix Modeling study
You can run an A/B test
You can use a Conversion Lift study

Q4. True or false: the power of a test tells you the likelihood that this test can find a difference in your ads if there is a difference to find.

False
True

Q5. True or false: the confidence level you receive after running an A/B test on Facebook tells you the likelihood that the results will be the same if the test is run more than once.

True
False

Q6. Jesse is not pleased with the confidence level they received on a report after running an A/B test. What should they do?

Start a new test, testing two different ads.
Increase the number of variables being tested to increase the amount of data collected.
Give the campaign more time and resources to try to generate more improcessions.

Q7. When referring to an A/B Test, what is the dark period?

Time after your test where you don’t run ads.
Time during the test where you do not check the results.
Time before and after the test where you don’t run ads.

Q8. True or false: marketing mix modeling is not useful for making predictions about future ad campaigns.

True
False

Q9. When including data from Facebook in a marketing mix model, what are some considerations? (Choose all that apply)

Facebook only offers a limited amount of data about a campaign
Use a shorter time frame
Put past campaign quality in context
Include data that is comparable across channels

Q10. What are some innovations that are helping to improve marketing mix modeling? (Choose all that apply)

Machine learning.
Streamlined consumer behaviors.
Manual data collection from APIs.
More day to day social media usage.

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