Social Media Advertising Social Media Advertising Audience Targeting & Segmentation 1 — Questions and Answers
Question 1: What is 'custom audience' targeting on Meta Ads?
- Audiences built automatically by the Meta algorithm
- Audiences created from your own data sources such as customer lists, website visitors, or app users (Correct answer)
- Meta's interest-based audience builder
- Audiences shared by third-party data providers
Correct answer: Audiences created from your own data sources such as customer lists, website visitors, or app users
Custom audiences on Meta are built from first-party data—customer email lists, website pixel data, or app activity—allowing advertisers to target known contacts or visitors.
Question 2: What is 'behavioral targeting' in social media advertising?
- Targeting users based on their physical location
- Targeting users based on their online actions, purchase history, and device usage patterns (Correct answer)
- Targeting users based on their job title
- Targeting users based on their demographic age range
Correct answer: Targeting users based on their online actions, purchase history, and device usage patterns
Behavioral targeting uses data on users' past actions—browsing, purchasing, app usage—to serve ads to people most likely to be interested in the product or service.
Question 3: What is 'interest-based targeting' in social media advertising?
- Targeting users based on their bank interest rate profile
- Reaching users based on topics, pages, and content they have engaged with on the platform (Correct answer)
- Targeting users based on the interest rate of their mortgage
- Using purchase history to target likely buyers
Correct answer: Reaching users based on topics, pages, and content they have engaged with on the platform
Interest-based targeting on platforms like Meta and Pinterest uses engagement signals—liked pages, followed topics, interacted content—to infer and target user interests.
Question 4: Which targeting option allows LinkedIn advertisers to reach users based on their professional attributes?
- Keyword contextual targeting
- Job title, industry, seniority, and company size targeting (Correct answer)
- Geographic zip code targeting
- Behavioral purchase intent targeting
Correct answer: Job title, industry, seniority, and company size targeting
LinkedIn's unique value is its professional data, enabling advertisers to target by job title, function, seniority, company size, industry, and skills.
Question 5: What does 'retargeting' (remarketing) mean in social media advertising?
- Re-submitting a rejected ad for platform review
- Showing ads to users who have previously interacted with your brand but haven't converted (Correct answer)
- Targeting a new demographic after a failed campaign
- Updating ad creative to match current trends
Correct answer: Showing ads to users who have previously interacted with your brand but haven't converted
Retargeting serves ads to users who have already engaged with your brand—visited your website, viewed a product, or watched a video—to bring them back and drive conversion.
Question 6: What is 'audience exclusion' and why is it used in social media advertising?
- Blocking competitors from seeing your ads
- Removing certain groups from your targeting to avoid wasting spend on unlikely converters or existing customers (Correct answer)
- Excluding certain platforms from a multi-channel campaign
- Preventing ads from showing to users under 18
Correct answer: Removing certain groups from your targeting to avoid wasting spend on unlikely converters or existing customers
Audience exclusions prevent ads from being shown to groups like existing customers or recent converters, improving campaign efficiency by focusing spend on new prospects.
Social Media Advertising Social Media Advertising Audience Targeting & Segmentation 1
What is 'custom audience' targeting on Meta Ads?