25. A marketer creates a new campaign that includes both business and marketing goals. They identify key performance indicators (KPIs) as part of the media plan. What is the role of KPIs?
- KPIs indicate whether a media plan includes all requirements for a marketing campaign
- KPIs contain details about where and when an ad will appear across all media channels
- KPIs are quantifiable metrics that serve as performance targets for marketing goals
- KPIs determine the desired outcome for a business, such as improving customer service
26. A marketer uses the ad spend, cost per unit, and number of units sold to determine a campaign’s performance. What should they calculate using this information?
- The ratio of revenue generated to the amount spent on advertising
- The ratio of revenue generated to the amount spent on product upgrades
- The ratio of revenue generated to the number of new customers engaged
- The ratio of revenue generated to the number of repeat customers
27. When creating a media plan, you should consider the budget. Why is this important?
- It measures how well the campaign will reach the targeted performance.
- It indicates how much revenue the campaign will generate.
- It determines how much you can spend and on which channels.
- It identifies the marketing and business goals.
28. A marketer creates two versions of a social media ad. The traffic is equally split and randomly directed to each ad. One ad outperforms the other by receiving more clicks. The marketer uses the ad that performed better.
What test did they use?
29. A marketer uses attribution to assign credit to completed purchase transactions instead of responses that indicate they are on the way to purchase. What type of conversion does this refer to?
30. A marketer creates a media plan before running a new campaign. They include information such as target audience, media mix, and KPIs. Why is the media plan important?
- It allows you to run a campaign without setting any performance marketing goals.
- It contains requirements, such as number of clicks, that should be met when a campaign is run.
- It helps you to calculate the ratio of revenue generated by the amount spent on advertising.
- It is a performance metric with a measurable numeric value that tracks specific campaign goals.
32. Fill in the blank: The cost per acquisition (CPA) metric is best described as the _____.
33. When creating a media plan, why should you clearly identify your target audience?
- To help prevent over- or under-spending for a particular channel during a campaign
- It documents how you will measure campaign success for each media channel.
- To spend the limited campaign budget on the people most likely to make a purchase
- It enables the right content decisions based on an allocated budget for any media channel.