Measure and Optimize Social Media Marketing Campaigns Coursera Quiz Answers

All Weeks Measure and Optimize Social Media Marketing Campaigns Coursera Quiz Answers

This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing.

Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company.

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Measure and Optimize Social Media Marketing Campaigns Week 01 Quiz Answers

ROAS & ROI Practice Quiz

Q1. DCB Cleaning ran an $800 campaign for businesses with new locations, offering one month of cleaning services for $300. They had 10 new clients sign up.

What was the ROAS of the campaign?

  • 3.75
  • 26.67
  • 0.375

Q2. DCB Cleaning ran another campaign targeting big businesses looking to switch their cleaning services, offering a six month commitment for $1000. The campaign ran for three months, at $200 per month, and gained 6 new clients.

What was the ROAS?

  • 10
  • 1.67
  • 5
  • 30

Q3. DCB Cleaning ran a campaign to get people to download their app, knowing that for every five downloads, they generate $200 in revenue. The campaign cost $1000 and they received 75 downloads.

What was the ROAS?

  • 15
  • 1
  • 3

Q4. Inu + Neko is launching a new product line on their website: bandanas for dogs. Each one costs $10, and in the month of their $800 campaign they sold out all 200 bandanas.

What was the ROAS?

  • 25
  • 0.25
  • 2.5

Q5. Each bandana cost Inu + Neko $2 each to make. Remember that they sold 200 bandanas at $10 a piece and spent $800 on an ad campaign.

What was their ROI on the campaign? 

(Round your answer to the nearest hundredth)

  • 1.57
  • 0.67
  • 2

Q6. (Continued from Question 5) Having spent $800 on their ad campaign, Inu + Neko sold out of their initial stock of 200 bandanas. They also collected 500 preorders. What is their ROAS now?

Note: You do not need to take the cost of materials into account for the ROAS calculation.

  • 6.25
  • 0.875
  • 8.75

Q7. Inu + Neko ran another campaign driving traffic to their website, which cost them $1000 over the course of two months. They received 2,000 new website visits, each of whom averaged out to $5.50 a purchase.

What was the ROAS?

  • 2.75
  • 2
  • 11

Q8. Calla & Ivy ran a lead generation campaign for a free bouquet, knowing that one out of every four people eventually spend $50. They received 200 sign-ups for a campaign that cost $200.

What was the ROAS?

  • 12.5
  • 50
  • 1

Q9. It costs Calla & Ivy $10 in materials to make each free bouquet. Keep in mind that they spent $200 on their marketing campaign and 50 of their 200 sign-ups each resulted in a $50 purchase. Only those who signed up and made a purchase received a free bouquet.

What is their ROI?

  • 12.45
  • 2.57
  • 4.75
  • 40

Q10. Calla & Ivy ran a campaign to boost app downloads, knowing that one out of every six people eventually purchase a subscription for $100. They spent $800 on the campaign and received 48 downloads.

What was the ROAS?

  • 0.75
  • 1
  • 6
  • 2.88

Cost Per Result Practice Quiz

Q1. Inu + Neko has recently run a number of campaigns, and is calculating the Cost Per Result of each. First, they start with a reach campaign, which generated 1,000 impressions for a $200 campaign. What was the Cost Per Result?

  • $0.20
  • $0.02
  • $2.00

Q2. They ran another reach campaign spending the same amount ($200) and changed some of their settings. This time, they generated ten times more impressions than the last campaign, which generated 1,000 impressions. What was the Cost Per Result?

  • $0.20
  • $0.02
  • $200

Q3. Their next campaign was a lead generation campaign. They know that every five leads converts into a $20 sale. The campaign cost $800, and they generated 1,000 leads. What was the Cost Per Result?

  • $4.00
  • $0.80
  • $0.25

Q4. They ran another lead generation campaign, which cost them $200 per month for four months. Over that four months they brought in 2,000 leads, double the amount of leads as before. What was the Cost Per Result?

  • $0.10
  • $0.40
  • $0.025

Q5. Next, they ran a campaign to increase views on their grooming videos. They allocated a $10 daily budget for the month of September, which has 30 days. They received 75 plays by the end. What was the Cost Per Result?

  • $0.40
  • $0.13
  • $4.00

Q6. Not liking the Cost Per Result of the previous campaign, Inu + Neko ran another campaign and adjusted their settings in Ads Manager. They spent the same amount, $300, and received 300 views, which is four times the previous amount. What was the Cost Per Result?

  • $0.25
  • $2.00
  • $1.00

Q7. Inu + Neko is trying to drive more traffic to the new products on their site, and set up a conversion campaign, allotting $500 a month for six months. At the end of that time they made $20,000 in sales from 600 customers. What was the Cost Per Result?

  • $5.00
  • $2.00
  • $0.15

Q8. Inu + Neko wants to test out Catalogue Sales to showcase more inventory from their online store. They set up a campaign that cost $1500 total and lasted three months, and got 200 conversions for a total of $6000 revenue.

What was the Cost Per Result?

  • $0.75
  • $0.25
  • $7.50

Q9. Inu + Neko set up a traffic campaign to drive visitors to their website, paying $200 a month for five months. Over the course of that time, they gained 10,000 new visits, half from advertising and half from organic. What was the Cost Per Result?

  • $0.10
  • $0.02
  • $0.20

Q10. After that campaign, they changed some of their settings, but set up the same five month campaign at the same price. After that time, they gained another 10,000 visitors, three-quarters of which came from organic traffic. What was the Cost Per Result?

  • $0.05
  • $0.13
  • $0.40

LTV Practice Quiz

Q1. Calla & Ivy want to figure out the lifetime value of their customers. They know that an average person spends $50 a month, and the average lifespan of a customer is 5 years. What is the LTV?

  • $3000
  • $600
  • $250

Q2. Calla & Ivy are now trying to figure out some of the components of lifetime value for a particular demographic that comes into the store to buy flowers. This demographic made 100 purchases and spent $12,000 in the last month. What is their Average Purchase Value?

  • $12,000
  • $120
  • $1200

Q3. Next, Calla & Ivy want to figure out the purchase frequency. There were 50 people in this demographic that made purchases last month. What is the Average Purchase Frequency Rate per month? You need to use the information in Question 2 to figure this one out.

  • 240
  • 2
  • .5

Q4. What is the Average Customer Value per month for this particular demographic? You need to use the information in Questions 2 & 3 to figure this one out.

  • $240
  • $120
  • $60

Q5. If the average lifespan of a customer is 5 years, what is the LTV per customer for this demographic? You need to use the answer from Question 4 to figure this one out.

  • $5,000
  • $1,200
  • $14,400

Q6. Inu + Neko are now trying to calculate the LTV of their customers. Last month, they made $30,000 over 1500 purchases. What was their Average Purchase Value?

  • $20
  • $2,000
  • Cannot determine with the information given

Q7. As for Inu + Neko’s purchase frequency, they were able to see that 1000 people bought something at the store. What is the Average Purchase Frequency Rate per month? You need to use the information in Question 6 to figure this out.

  • 1.5
  • 30
  • 15

Q8. What is the Average Customer Value per month? You need to use the information from Questions 6 & 7 to figure this out.

  • $30
  • $15
  • $1.5

Q9. If the average lifespan of a customer is 12 years (the lifetime of their pet), what is the LTV per customer? You need to use the answer from Question 8 to figure this out.

  • Cannot be determined with the information given
  • $4320
  • $360

Q10. Remembering that there were 1500 purchases made and the APV was $20, what would Inu + Neko’s LTV be if only 500 people bought something at the store?

  • $8640
  • $12,960
  • $7000

Evaluate Your Marketing Results Against Goals Quiz

Q1. A business wants to evaluate their campaign, and specifically wants to look at how much revenue they made versus how much they spent on advertising. This measurement would be:

  • LTV
  • CPR
  • ROAS
  • ROI

Q2. A business wants to evaluate how much they’re spending on their customers, versus how much their customers go on to spend. If they want to see how much a customer will spend during the time they’re a customer, that measurement would be:

  • LTV
  • CAC
  • CPR
  • ROI

Q3. A business is setting up a campaign, and is thinking ahead to which metrics they would want to track. Which KPIs would you track for a consideration campaign?

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

Q4. A business set up an awareness campaign, a consideration campaign, and a conversion campaign to get new customers to their first purchase. If they spent $10,000 total and got 500 new customers, what was their Customer Acquisition Cost?

  • $20 per customer
  • $100 per customer
  • $5 per customer
  • $50 per customer

Q5. A company recently sold $10,000 worth of products, yet only spent $2000 on their advertising. What was their ROI, if they sold 5000 units, which cost $.50 to make?

  • 4
  • 3.75
  • 5
  • 1.22

Q6. A marketing manager is attempting to collect data on their campaign. Where could they find information on website traffic?

  • Web host analytics dashboard
  • Google Analytics
  • Adobe Analytics
  • All of the above

Q7. A coffee shop’s average customer comes in twice a week, and spends $5 on each purchase. An average customer will spend five years frequenting that coffee shop. What is their lifetime value?

  • $2,600
  • $3,000
  • $1,300
  • $5,200

Q8. A business recently ran an awareness campaign, where they spent $200 a month for three months. At the end of that time they gained 2000 impressions. What was their Cost Per Result?

  • $0.20
  • $0.10
  • $0.30
  • $0.40

Q9. A business had an ROAS of 5 for their last campaign, and they’re pretty happy about it. They changed a few settings, though, based on their data, and for this campaign, on which they spent $2000, they generated $14,000 worth of revenue. How did they do?

  • Worse — their ROAS went down by 1
  • Worse — their ROAS went down by 2
  • Better — their ROAS went up by 2
  • Better — their ROAS went up by 3

Q10. A business ran a consideration campaign, where their Cost Per Result was $0.50. Considering their previous campaign returned a Cost Per Result of $0.75, how did they do?

  • There’s no way to tell
  • Better — their Cost Per Result went down
  • Worse — their Cost Per Result went down
  • Better — their Cost Per Result went up

Measure and Optimize Social Media Marketing Campaigns Week 02 Quiz Answers

Introduction to Advertising Effectiveness Measurements Practice Quiz

Q1. 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?

  • People in the treatment group will see your ad more often than people in the control group, who will only see your ad once
  • 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 are guaranteed to see your ad, people in the control group won’t see your ad

Q2. 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 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)
  • 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)

Q3. Why should you randomly assign people to the treatment or the control group in an advertising effectiveness test using experimental design?

  • 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.
  • 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.

Q4. What does it mean if an experiment uses ‘Intention to Treat (ITT)’?

  • 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
  • It means that it is your intention to show an ad to people in the treatment group
  • 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

Measure Your Advertising Effectiveness Quiz

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 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

Q2. 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

Q3. Which of the following are elements of an experimental design?

  • Treatment Group
  • Control Group
  • Treatment Variable
  • Variable Group

Q4. Why is it important to randomly assign people to the control or the treatment group in an experiment?

  • 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
  • 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

Q5. What do we mean by ‘control group’ in an experiment?

  • The group that won’t be exposed to the treatment
  • The group that could potentially be exposed to the treatment
  • The group that will have the biggest effect on your results.
  • The group for which the advertiser controls the ads they see

Q6. 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

Q7. 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.

Q8. You are running a marketing campaign for your fitness clothing brand company and your goal is to increase sales. Imagine you want to measure the effect of your advertising on conversions for your Facebook ad campaign. What kind of test do you want to run?

  • Conversion Test
  • Holdout Test
  • Brand Survey Test
  • Brand Sales Test

Q9. You run the marketing for a high end clothing retailer and recently run a brand survey test for your company’s Facebook ad campaigns. Your results consist of which of the following? (Select all of the following)

  • Brand lift percentage
  • Cost per brand lift
  • Brand lift
  • Confidence level of results

Q10. What is an acceptable confidence level for your test?

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

Measure and Optimize Social Media Marketing Campaigns Week 03 Quiz Answers

Optimize within a Campaign with A/B Testing Practice Quiz

Q1. In which of the following scenarios would an A/B test be helpful? (Select all that apply)

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

Q2. 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 increase in brand awareness as a result of seeing your ad 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 winner of the test (version A or version B) and the confidence level for the test

Q3. Which of the following is true when setting up an A/B test in Facebook?

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

Q4. 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 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.
  • It tells you how likely it is that you can further improve your ad .

Optimize Your Ad Campaigns Quiz

Q1. Imagine you work in the marketing department of a large clothing retailer. You are working on a ‘year in review’ presentation and you would like to show how your advertising on different platforms (TV, radio, Facebook and Youtube) contributed to sales for the denim line you introduced this year. You step to a market research agency to help you with this. What type of study should they do for you?

  • They should conduct a Holdout Test
  • They should run an A/B test
  • They should run a Brand Survey Test
  • They should run a marketing mix modeling study

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 as part of the Instagram campaign in which you create two ads that are identical except for the image.
  • 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 a Holdout Test in which you check the effect of each of the images.
  • Use an attribution modelling study to evaluate which images have worked best in the past

Q3. Which of the following is correct about a positional model?

  • It evenly spreads the credit for a conversion across all the ads a consumer clicked on before finally converting.
  • It gives credit to the last ad a user saw or clicked on before converting.
  • It gives more credit to first and last touch points whether they are clicks or impressions, while the credit for the remaining touchpoints in the middle is divided equally.
  • It gives credit to the ads in the conversion path based on a statistical attribution model

Q4.True or false? Attribution is mostly used to evaluate the impact of online media channels on a purchase.

  • True
  • False

Q5.True or false? Statistical models are not as robust as rule based models and less accurately reflect reality.

  • True
  • False

Q6. 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 work with a market research agency to help you with this. Which study could help you?

  • You can run a Brand Survey Test
  • You can run a Marketing Mix Modeling study
  • You can use an Attribution Modeling study
  • You can run an A/B test

Q7. True or false? A/B tests help you optimize using a test and control group, whereas attribution modeling studies don’t.

  • True
  • False

Q8. True or false? Historically, advertisers have relied on cookies to connect a sequence of touchpoints to a person.

  • False
  • True

Measure and Optimize Social Media Marketing Campaigns Week 04 Quiz Answers

Telling Your Full Campaign Story Practice Quiz

Q1. What’s the goal of presenting your campaign results?

  • To show what actions you took to achieve your goals
  • To show what insights you found in the campaign data
  • To show how you’ll iterate on campaigns in the future
  • All of the above

Q2. What should your presentation begin with?

  • Goals
  • Data
  • Results
  • Campaign actions

Q3. Why would you state your objectives?

  • To show how you’ll put your goals into action
  • To bridge the narrative of your presentation from goals to campaign
  • To explain your audience your strategy
  • All of the above

Q4. Why is it good to state your KPIs before talking about creating your campaign?

  • Since KPIs are tied to goals and objectives, it shows you’re thinking through every step of your campaign
  • There’s no reason — you can talk about KPIs anywhere
  • Since KPIs are tied to goals and objectives, you measure them before setting up your campaign
  • Since KPIs are the first thing you consider, you determine your KPIs before your goals and objectives

Q5. How much information should you give about your campaign?

  • Only tell your audience about your campaign budget
  • An overview of how you set up your campaign, including intentions, audience, placements, duration, and budget
  • You don’t need to tell your audience anything about your campaign, since you already know about it
  • Take your audience through each detail of how you set up your campaign, step-by-step

Q6. What data points might you include when talking about awareness campaign results?

  • Likes, shares, and comments
  • Purchases, add to cart, and payment info
  • Link clicks, engagement, and landing page views
  • Ad recall, reach, and impressions

Q7. What data points might you include when talking about consideration campaign results?

  • Online store traffic, and lead generation
  • Purchases, add to cart, and payment info
  • Ad recall, reach, and impressions
  • Link clicks, engagement, and landing page views

Q8. What data points might you include when talking about conversion campaign results?

  • Purchases, add to cart, and payment info
  • Link clicks, engagement, and landing page views
  • Likes, shares, and comments
  • Ad recall, reach, and impressions

Q9. What would you do when asked about causal relationships?

  • Point to the results of your experiments
  • Explain how A/B testing showed you that your campaign did get results
  • Explain how attribution studies show the path of customer behavior, and the path from campaign to result
  • All of the above

Q10. Why would you include plans for future campaigns in your presentation?

  • To show that you’ve drawn conclusions from your data that can be used to iterate
  • To show that you’re proactively thinking ahead to the next campaign
  • To demonstrate tangible ways to improve results in the future
  • All of the above

Communicate Your Marketing Results Quiz

Q1. What data might you include when presenting on conversion KPIs?

  • Charts and graphs on lead gen sign-ups and purchases
  • Charts and graphs on traffic and engagement
  • Charts and graphs on bidding strategy and auctions
  • Charts and graphs on reach and impressions

Q2. What might be a good tactic when thinking about opening and closing your presentation?

  • Open and close by stating your results
  • Look at them as separate, unrelated parts of your presentation
  • Connect the opening and closing with a story, a question, or an interesting fact
  • Skip the opening and closing — they’re not needed

Q3. What are some slides you’d want to include in your slide deck?

  • The details of how Facebook conducts their bidding and auctions
  • How you brainstormed your creative
  • Lessons learned for the future
  • All the data results you could find

Q4. What is a best practice to keep in mind when presenting data visually?

  • Only use grayscale
  • Use as many different colors as you can
  • Make sure your colors are deliberate, brand colors, or gradients of one color
  • You don’t need to highlight data points with color

Q5. You’re anticipating audience questions, especially one asking who the advertising went to, and where. You’d then include a slide addressing what?

  • ROAS, ROI, and CAC
  • Your campaign objectives
  • How you set up your campaign
  • Causal relationships

Q6. How should you think about your movements during a presentation?

  • Be mindful of excessive pacing
  • Be deliberate in your movements to highlight a point
  • Keep hand gestures at a minimum
  • All of the above

Q7. When creating a presentation, what should you focus on last?

  • Ways you’ll iterate future campaigns
  • Demonstrating causal relationships
  • The data results of your campaign
  • How you set your campaign up

Q8. You want to talk about an experiment you ran that showed the difference between two audiences being marketed to. Which of the following would you talk about?

  • Holdout study
  • A/B Testing
  • Lift study
  • Attribution study

Q9. It’s the day of your presentation, and you do NOT need to call IT. Why?

  • You checked the room out beforehand to make sure you were prepared
  • You brought your presentation on a USB because that’s the only way you could load it
  • You found the clicker/slide advancer/laser pointer in the podium drawer
  • All of the above

Q10. If you were presenting your data results, and wanted to talk about much you spent to get a new customer, what number would you include?

  • ROAS
  • CAC
  • ROI
  • LTV
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