Social Media Advertising Social Media Advertising Campaign Strategy & Planning 2 — Questions and Answers
Question 1: What is A/B testing in the context of social media advertising?
- Running ads on two different platforms simultaneously
- Testing two ad variations against each other to determine which performs better (Correct answer)
- Splitting a budget equally between images and videos
- Comparing organic and paid post performance
Correct answer: Testing two ad variations against each other to determine which performs better
A/B testing (split testing) compares two ad variations by changing one variable at a time to identify which version drives better results.
Question 2: Which campaign objective is most appropriate for an e-commerce brand that wants users to complete a purchase on their website?
- Reach
- Video Views
- Conversions (Correct answer)
- Page Likes
Correct answer: Conversions
The Conversions objective tells the platform to show ads to users most likely to complete a defined action, such as a purchase, on the advertiser's website.
Question 3: What is a 'lookalike audience' in social media advertising?
- An audience that has already purchased from you
- A new audience that shares traits with your best existing customers (Correct answer)
- Users who have visited your website more than once
- An audience built from a competitor's follower list
Correct answer: A new audience that shares traits with your best existing customers
A lookalike audience is algorithmically generated to match the demographic and behavioral characteristics of a seed audience, such as current customers.
Question 4: What is the recommended approach when launching a new social media ad campaign with no historical data?
- Set the highest possible bid to win all auctions
- Start with broad targeting and let the algorithm learn before narrowing (Correct answer)
- Use only retargeting to ensure relevance
- Wait for organic data before spending on ads
Correct answer: Start with broad targeting and let the algorithm learn before narrowing
Without historical data, starting broad allows the platform's machine learning to gather signals and identify which audiences convert before you restrict targeting.
Question 5: Which metric best indicates that a social media ad campaign is successfully driving upper-funnel awareness?
- ROAS
- Cost per purchase
- Reach and impressions (Correct answer)
- Cart abandonment rate
Correct answer: Reach and impressions
Reach and impressions measure how many unique users saw your ad and how often, making them the primary indicators of awareness campaign success.
Question 6: What does 'campaign flighting' mean in social media advertising planning?
- Launching ads on multiple platforms at once
- Scheduling ad spend in bursts rather than continuously (Correct answer)
- Testing different ad formats in sequence
- Automating campaign pausing based on performance
Correct answer: Scheduling ad spend in bursts rather than continuously
Flighting is a scheduling strategy where advertising runs in defined on/off periods rather than continuously, often used to align with seasonal demand or budget cycles.
Social Media Advertising Social Media Advertising Campaign Strategy & Planning 2
What is A/B testing in the context of social media advertising?