Podcast
Questions and Answers
What is the term that refers to the total number of actions people take involving ads?
What is the term that refers to the total number of actions people take involving ads?
- Ad Frequency
- Post Engagement (correct)
- Landing Page Views
- Link Clicks
Which metric estimates the number of people likely to remember seeing your ad within two days?
Which metric estimates the number of people likely to remember seeing your ad within two days?
- Ad Quality
- Ad Recall Lift (correct)
- Conversion Rate
- Page Like
What defines the number of times an ad is shown to a single user over time?
What defines the number of times an ad is shown to a single user over time?
- Ad Frequency (correct)
- Link Clicks
- Impressions
- ThruPlay
Which metric measures the revenue earned for every dollar spent on advertising?
Which metric measures the revenue earned for every dollar spent on advertising?
What specifies the successful loading of a destination webpage after clicking on an ad link?
What specifies the successful loading of a destination webpage after clicking on an ad link?
What percentage measurement indicates how many users completed a desired action after viewing an ad?
What percentage measurement indicates how many users completed a desired action after viewing an ad?
Which term refers to customer actions such as purchases or adding items to a shopping basket?
Which term refers to customer actions such as purchases or adding items to a shopping basket?
What metric counts the number of times a video is played, excluding any replays?
What metric counts the number of times a video is played, excluding any replays?
What does Click-Through Rate (CTR) measure?
What does Click-Through Rate (CTR) measure?
Which formula correctly represents Cost Per Click (CPC)?
Which formula correctly represents Cost Per Click (CPC)?
What is the primary purpose of Frequency Capping in ad campaigns?
What is the primary purpose of Frequency Capping in ad campaigns?
How is Cost Per Acquisition (CPA) calculated?
How is Cost Per Acquisition (CPA) calculated?
What distinguishes geotargeting from geofencing?
What distinguishes geotargeting from geofencing?
Which of the following best describes Campaign Budget Optimization?
Which of the following best describes Campaign Budget Optimization?
What does Cost Per View (CPV) measure in digital advertising?
What does Cost Per View (CPV) measure in digital advertising?
What is the main goal of the Highest Conversion Value Bidding strategy?
What is the main goal of the Highest Conversion Value Bidding strategy?
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Study Notes
Commonly Used Media Terms
- Impressions: Total count of times ads are displayed on-screen.
- Reach: Unique number of users who viewed the ads.
- Clicks: Total number of clicks on the ads.
- Link Clicks: Clicks directing users to specific destinations on or off Facebook.
- Landing Page Views: Count when a user clicks an ad link and the destination page loads; tracked via a pixel on Meta.
- Post Engagement: Total actions taken involving ads (likes, comments, shares, reactions).
- Ad Frequency: Average times an ad is shown to an individual user; calculated as Impressions divided by Reach.
Ad Performance Metrics
- Ad Recall Lift (People): Estimate of individuals who would remember seeing ads within two days.
- Conversions: Completed actions by customers, such as purchases or adding items to a basket.
- Return on Ad Spend (ROAS): Revenue generated per dollar spent on advertising.
- Conversion Rate: Percentage of users achieving desired actions.
- Page Likes: Total likes on the Facebook Page attributed to ads.
- ThruPlay: Counts video completions for short videos; for longer videos, counts when at least 15 seconds are watched.
- Video Plays: Total starts of video playback; counted for each impression and excludes replays.
Ad Quality and Performance Evaluation
- Ad Quality: Indicates user experience with ads based on relevance, likelihood of interaction, and landing page experience; higher quality yields better performance.
- Learning Phase: Initial period where ad performance is unstable as the delivery system gathers data.
- Click-Through Rate (CTR): Percentage of viewers who clicked on an ad after seeing it.
- View-Through Rate (VTR): Proportion of viewers who watched the full video ad compared to total impressions.
Cost Metrics
- Cost Per 1,000 Impressions (CPM): Average cost for 1,000 impressions, calculated as Spend divided by Impressions multiplied by 1,000.
- Cost Per 1,000 Reach (CPR): Average cost for 1,000 reached users.
- Cost Per Engagement (CPE): Average cost per post engagement.
- Cost Per Page Like (CPL): Average cost for each Page like gained through ads.
- Cost Per View (CPV): Average cost for each video view from ads.
- Cost Per Acquisition (CPA): Average cost for each conversion from the ads.
- Cost Per Click (CPC): Average cost for each click driven by ads.
- Cost Per Landing Page View (CPLPV): Average cost per landing page view resulting from ad clicks.
- Cost Per Ad Recall Lift (CPAR): Average cost for each ad recall palm.
Campaign Management Strategies
- Advantage Campaign Budget (ACB): Central budget management across ad sets for optimized overall results.
- Ad Set Budget Optimization: Specific budget allocation for each ad set.
- Highest Quantity Conversions: Strategy aimed at maximizing conversions irrespective of their value.
- Highest Conversion Value Bidding: Focus on maximizing conversion value per budget spent; may involve higher bids for valuable conversions.
- Frequency Capping: Limits the maximum number of ad exposures per unique user in a set timeframe.
Targeting Techniques
- Geotargeting: Delivery of ads based on specific target criteria inside a defined geographic radius.
- Geofencing: Creation of an active location boundary that triggers actions when users cross it, enhancing targeting precision.
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