Social Media Advertising Communication & Stakeholder Relations 2 — Questions and Answers
Question 1: A client asks why their Facebook ad CPM increased 40% last month with no campaign changes. What is the MOST likely first explanation to investigate?
- Ad creative fatigue causing lower relevance scores
- Increased auction competition during a seasonal period (Correct answer)
- Facebook algorithm update penalizing the account
- Budget cap preventing full delivery
Correct answer: Increased auction competition during a seasonal period
Seasonal competition spikes (e.g., holidays, back-to-school) are the most common cause of sudden CPM increases without campaign-side changes.
Question 2: When presenting social media ad results to a C-suite executive, which metric framing is most effective?
- Impressions and reach to show brand visibility
- CTR and engagement rate to show content performance
- Revenue attributed and ROAS to show business impact (Correct answer)
- Frequency and CPM to show media efficiency
Correct answer: Revenue attributed and ROAS to show business impact
C-suite stakeholders prioritize business outcomes, so revenue-linked metrics like ROAS directly tie ad spend to bottom-line impact.
Question 3: A stakeholder insists on targeting an audience segment your data shows has poor performance. What is the best approach?
- Implement it immediately to maintain the relationship
- Refuse the request and explain your reasoning
- Run a small A/B test with the segment to generate data-driven evidence (Correct answer)
- Escalate the disagreement to senior management
Correct answer: Run a small A/B test with the segment to generate data-driven evidence
A controlled test respects the stakeholder's input while generating objective data to guide the final decision without risking the full budget.
Question 4: Which communication practice best prevents scope creep in a social media advertising engagement?
- Sending weekly performance emails to all stakeholders
- Defining deliverables, timelines, and revision limits in a signed statement of work (Correct answer)
- Hosting monthly strategy calls to align on priorities
- Using a shared project management tool for visibility
Correct answer: Defining deliverables, timelines, and revision limits in a signed statement of work
A signed statement of work legally defines the engagement scope and limits unauthorized additions of work outside the agreed terms.
Question 5: Your agency runs ads for a brand that receives a wave of negative comments on a sponsored post. What should you do FIRST?
- Delete all negative comments to protect brand image
- Pause the ad immediately to stop the spread
- Notify the client and await their brand voice guidelines before responding (Correct answer)
- Reply to every comment with a standard apology
Correct answer: Notify the client and await their brand voice guidelines before responding
Agencies must follow the client's brand voice and crisis communication policy before engaging publicly on their behalf.
Question 6: A new stakeholder joins mid-campaign and requests a full strategy overhaul. The most professional response is to:
- Immediately pause all ads and rebuild to their specifications
- Schedule a briefing to walk them through current strategy, results, and rationale before discussing changes (Correct answer)
- Explain that changes are not possible mid-campaign
- Implement minor changes only and ignore the larger request
Correct answer: Schedule a briefing to walk them through current strategy, results, and rationale before discussing changes
Briefing new stakeholders on current context and performance before pivoting ensures decisions are informed rather than reactive.
Question 7: What is the purpose of a RACI matrix in a social media advertising team?
- To track ad performance across channels
- To schedule content publication dates
- To clarify who is Responsible, Accountable, Consulted, and Informed on each task (Correct answer)
- To allocate budget across campaigns and platforms
Correct answer: To clarify who is Responsible, Accountable, Consulted, and Informed on each task
A RACI matrix eliminates communication gaps by explicitly assigning roles for every task, preventing overlap and missed responsibilities.
Social Media Advertising Communication & Stakeholder Relations 2
A client asks why their Facebook ad CPM increased 40% last month with no campaign changes.
What is the MOST likely first explanation to investigate?