MKT 4440 Exam 2

• what was the first social media for advertising?

  Facebook
• Ad Types


  the kinds of ads you can create on social media

  - ex - reels, pins
• Demographics


  statistical information about a particular population.

  - ex - age, gender, language, location
• hashtags


  used to help users find posts related to their interests
• KPI


  Key Performance Indicator
• Objectives


  What you want to achieve from a marketing effort
• Payment models


  the various ways to pay for ads

  - ex - CPC, CPE, CPM
• Platform


  a single social media network

  - ex - Instagram, Facebook, X
• Promoted content


  content that extends its reach via paid-for advertising
• Social Media ROI


  The return on investment on social media, difficult to measure straightforwardly, but important to track.
• Targeting options


  the options available for ensuring that ads reach the right users at the right time
• Organic reach


  how you can grow without spending money; how far the message has reached without spending money
• 4 core principles of social media advertising

  1. social media guidelines

  2. most social media content is UGC

  3. test with unpaid ads

  4. rotate ads
• CTA


  Call To Action

  - ex - buy now, click here
• how do we use advertising as a part of a strategy?

  draw attention, drive sales, affiliate, foot traffic, etc
• 4 major social media guidelines

  1. clear meaningful images

  2. brief text; minimized scrolling

  3. immediate point; CTA

  4. link to mobile - optimize pages
• UGC


  User Generated Content
• What are the consequences for marketers?

  - you cant control what people post

  - you need to be aware about what people say about your brand

  - spend money
• what is an upaid ad test?

  A/B Testing
• A/B Testing


  try one thing and compare it to another thing. Keep trying until you find the best thing
• When do you rotate ads

  Hootsuite "every 3-5 days"
• PPC


  Pay Per Click
• LSA


  Local Service Ads

  - when someone type in "____ near me" an ad comes up for local businesses
• Auction


  - real estate for advertisements

  - most platforms tell Google how much you are willing to spend
• CPC


  Cost Per Click
• CPE


  Cost Per Engagement
• CPM


  Cost Per Mille

  - cost per thousand

  - pay Google every time the ad is shown every thousand times
• oCPM


  Optimized Cost Per Mille

  - AI chooses who to show the ads to
• Conversion Optimization


  doing anything we can to improve our KPIs
• Conversion


  going from a viewer to a customer
• TAO


  Track, Analyze, Optimize
• Ad Server


  the technology that places ads on websites
• Click Path


  the journey a user takes throughout the website
• Cookie


  a small text file that are used to transfer information between browsers and web servers. They help web servers provide the right content when it is requested
• Conversion Rate


  number of conversion/number of visitors
• Funnel


  an established set of steps a user should take in reaching a goal, such as making a purchase
• landing page


  the first page a visitor sees on a website
• Micro-conversion


  what do we care about for this campaign that is not them being a full customer

  - ex - going from a complete stranger to clicking an ad
• Multivariation test


  testing combinations of versions of the website to see which combination performs better
• what can you test?

  everything