eCommerce Marketing Social Commerce and Paid Social Advertising 2 — Questions and Answers
Question 1: What is 'retargeting' in eCommerce paid social advertising?
- Targeting users who have never visited your site
- Showing ads to users who previously visited your site or app but didn't convert (Correct answer)
- Targeting users in a specific geographic location
- Re-sending email campaigns to non-openers
Correct answer: Showing ads to users who previously visited your site or app but didn't convert
Retargeting serves ads to users who previously interacted with your website, app, or social content, keeping your brand top-of-mind to bring them back to purchase.
Question 2: What is the Facebook Pixel primarily used for in eCommerce advertising?
- Creating organic social posts
- Tracking website visitor behavior and purchase events to optimize and measure ad campaigns (Correct answer)
- Uploading product images to Facebook Shop
- Managing Facebook page likes
Correct answer: Tracking website visitor behavior and purchase events to optimize and measure ad campaigns
The Facebook Pixel is a snippet of code on your website that tracks visitor actions, enabling conversion tracking, remarketing audience building, and campaign optimization.
Question 3: Which social platform is best known for product discovery through short-form video and is a growing channel for eCommerce brands in the US?
- TikTok (Correct answer)
- Twitter/X
Correct answer: TikTok
TikTok has become a major eCommerce discovery platform in the US, with its algorithm-driven feed and TikTok Shop features enabling viral product discovery and in-app purchasing.
Question 4: What is a 'user-generated content (UGC) ad' in social commerce?
- An ad created by the brand's internal design team
- An ad that features content created by real customers, such as reviews or unboxing videos (Correct answer)
- An ad placed only on the brand's own social pages
- An ad that uses stock photography
Correct answer: An ad that features content created by real customers, such as reviews or unboxing videos
UGC ads use authentic content created by real customers — like reviews, unboxings, or lifestyle shots — which typically outperform polished brand creative due to social proof.
Question 5: What is the purpose of a 'conversion window' setting in a Meta ad campaign?
- The time the ad displays on screen
- The period after an ad click or view during which a conversion is attributed to that ad (Correct answer)
- The geographic window for ad delivery
- The budget allocation time frame
Correct answer: The period after an ad click or view during which a conversion is attributed to that ad
The conversion window defines the time period after a user clicks or views an ad during which a resulting purchase or action is credited to that campaign.
Question 6: What is a 'catalog' in Meta Commerce Manager?
- A printed product brochure
- A database of your products used to power Dynamic Ads and Facebook/Instagram Shops (Correct answer)
- A list of your ad audiences
- A record of past campaigns
Correct answer: A database of your products used to power Dynamic Ads and Facebook/Instagram Shops
A Meta product catalog is a structured feed of your inventory containing product names, images, prices, and URLs that powers Dynamic Ads and your Facebook/Instagram Shop.
eCommerce Marketing Social Commerce and Paid Social Advertising 2
What is 'retargeting' in eCommerce paid social advertising?