eCommerce Marketing Social Commerce and Paid Social Advertising 1 — Questions and Answers
Question 1: What is 'social commerce' in the context of eCommerce marketing?
- Using social media purely for brand awareness
- Selling products directly through social media platforms without leaving the app (Correct answer)
- Running paid ads on search engines
- Sending promotional messages via SMS
Correct answer: Selling products directly through social media platforms without leaving the app
Social commerce refers to the direct buying and selling of products within social media platforms, allowing users to complete purchases without leaving the app.
Question 2: Which Meta advertising objective should an eCommerce brand use when the primary goal is product sales?
- Brand awareness
- Reach
- Conversions / Sales (Correct answer)
- Video views
Correct answer: Conversions / Sales
The Conversions or Sales campaign objective in Meta Ads optimizes delivery to users most likely to complete a purchase event on your website or shop.
Question 3: What is a Facebook/Instagram 'Dynamic Product Ad' (DPA)?
- A static image ad featuring one product
- An ad that automatically shows relevant products to users based on their browsing or cart behavior (Correct answer)
- A video ad featuring celebrity endorsements
- A Stories ad with a swipe-up link
Correct answer: An ad that automatically shows relevant products to users based on their browsing or cart behavior
Dynamic Product Ads pull products from your catalog and automatically show personalized product recommendations to users based on their interactions with your website or app.
Question 4: What is a 'lookalike audience' in social media advertising?
- An audience of your existing customers only
- A new audience that shares characteristics with your best existing customers (Correct answer)
- An audience of people who have never heard of your brand
- An audience based solely on age and gender
Correct answer: A new audience that shares characteristics with your best existing customers
A lookalike audience is a targeting tool that finds new potential customers who share similar traits and behaviors to a source audience like your existing buyers.
Question 5: What is the primary advantage of using Instagram Shopping tags on product posts?
- They increase follower counts automatically
- They allow users to tap a product and go directly to the product page to purchase (Correct answer)
- They replace the need for a website
- They automatically generate discount codes
Correct answer: They allow users to tap a product and go directly to the product page to purchase
Instagram Shopping tags on posts allow users to tap on a product to see its name and price, then navigate directly to the product page, reducing friction in the purchase journey.
Question 6: What does ROAS stand for in paid social advertising?
- Rate of Ad Spending
- Return on Ad Spend (Correct answer)
- Revenue Over Average Sales
- Reach of Advertising System
Correct answer: Return on Ad Spend
ROAS (Return on Ad Spend) measures how much revenue is generated for every dollar spent on advertising, calculated as revenue divided by ad spend.
eCommerce Marketing Social Commerce and Paid Social Advertising 1
What is 'social commerce' in the context of eCommerce marketing?