Social Media Advertising Case Studies & Practical Application 5 — Questions and Answers
Question 1: A wine subscription service wants to advertise on Facebook. Their ads keep getting rejected. What is the most likely policy issue they must address?
- Wine products are banned on Facebook entirely
- Alcohol ads must target users 21+ and comply with local laws; missing age-gating likely caused rejection (Correct answer)
- Facebook requires a government license number in all alcohol ads
- Subscription services are not permitted to advertise on Facebook
Correct answer: Alcohol ads must target users 21+ and comply with local laws; missing age-gating likely caused rejection
Meta requires alcohol advertisers to use age-targeting (21+ in the US) and comply with local alcohol advertising laws to run ads.
Question 2: A SaaS company runs a LinkedIn Lead Gen Form campaign and collects 500 leads at $12 CPA. Sales reports only 5% are qualified. What is the primary lever to improve lead quality without abandoning Lead Gen Forms?
- Reduce the number of form fields to increase volume further
- Add qualifying questions to the form and tighten audience targeting to higher-intent job titles (Correct answer)
- Switch entirely to website traffic campaigns
- Increase the budget to generate more leads and rely on volume
Correct answer: Add qualifying questions to the form and tighten audience targeting to higher-intent job titles
Adding a qualifying question (e.g., company size, current tool) filters out low-intent leads while audience refinement ensures better-fit prospects see the ad.
Question 3: A consumer electronics brand runs a Facebook campaign and notices that 70% of conversions are attributed to view-through within a 1-day window. Their sales team is skeptical of these numbers. Why might the skepticism be justified?
- View-through conversions are always fraudulent
- View-through attribution counts conversions from users who only saw an ad without clicking, potentially crediting Facebook for purchases driven by other channels (Correct answer)
- Facebook does not support view-through attribution
- 1-day view-through windows are too short to be useful
Correct answer: View-through attribution counts conversions from users who only saw an ad without clicking, potentially crediting Facebook for purchases driven by other channels
View-through attribution can over-credit Facebook by claiming conversions from users who saw an ad but converted via search, email, or direct traffic.
Question 4: A fast-fashion retailer runs Snapchat AR Try-On ads for sunglasses. Engagement time averages 18 seconds. What is the best next step to monetize this engagement?
- Remove the AR feature to simplify the ad
- Add a direct 'Shop Now' CTA within the AR experience to convert engagement into purchases (Correct answer)
- Extend the AR experience to 60 seconds
- Repurpose the AR ad on LinkedIn
Correct answer: Add a direct 'Shop Now' CTA within the AR experience to convert engagement into purchases
High AR engagement signals strong product interest; a contextual CTA within the experience captures purchase intent at peak engagement.
Question 5: A nonprofit runs a cause-awareness campaign on Twitter/X using Promoted Tweets. Retweet volume is high, but website traffic from the campaign is negligible. What campaign setting change would most directly fix this?
- Switch to a Website Clicks or Conversions objective with a clear URL link card (Correct answer)
- Add more hashtags to increase organic discovery
- Increase the promoted tweet frequency cap
- Target a broader demographic to increase reach
Correct answer: Switch to a Website Clicks or Conversions objective with a clear URL link card
Optimizing for engagement (retweets) keeps users on Twitter; switching to a Website Clicks objective aligns the bid strategy and CTA with driving off-platform traffic.
Question 6: An auto dealership uses Facebook's Local Awareness ads and sets a 15-mile radius around the dealership. After one month, they notice the ads are showing to users 25 miles away. What explains this?
- Facebook ignores geo-targeting settings for auto advertisers
- Facebook uses 'living in or recently in' location behavior, which can include users whose location signals place them outside the exact radius (Correct answer)
- The ad set has a targeting error that should be filed as a bug
- Local Awareness ads always expand targeting by 10 miles automatically
Correct answer: Facebook uses 'living in or recently in' location behavior, which can include users whose location signals place them outside the exact radius
Meta's location targeting relies on device signals and behavior data, which can classify users as within a radius even when they technically live slightly outside it.
Question 7: A retail brand launches a Meta Advantage+ Shopping Campaign (ASC) and sees ROAS jump 40% vs. their manual campaigns. Their CMO asks if they should migrate all campaigns to ASC. What is the most accurate recommendation?
- Yes, ASC always outperforms manual campaigns and should replace everything
- ASC works best for broad e-commerce with large product catalogs; test it alongside manual campaigns and keep both for prospecting and retargeting control respectively (Correct answer)
- No, ASC is only for retargeting campaigns
- ASC cannot run alongside manual campaigns without causing auction overlap
Correct answer: ASC works best for broad e-commerce with large product catalogs; test it alongside manual campaigns and keep both for prospecting and retargeting control respectively
ASC automates audience and creative decisions well for e-commerce but reduces control; maintaining manual campaigns preserves the ability to target specific segments or test creatives.
Social Media Advertising Case Studies & Practical Application 5
A wine subscription service wants to advertise on Facebook.
Their ads keep getting rejected.
What is the most likely policy issue they must address?