Social Media Advertising Social Media Advertising 2 — Questions and Answers
Question 1: What does 'frequency capping' mean in social media advertising?
- Limiting how often one user sees the same ad (Correct answer)
- Setting a maximum bid per click
- Restricting ads to certain geographic areas
- Capping the total campaign budget
Correct answer: Limiting how often one user sees the same ad
Frequency capping limits the number of times a single user is shown the same ad within a given time period to prevent ad fatigue.
Question 2: Which metric best measures how compelling an ad's creative is at driving action?
- Impressions
- Click-Through Rate (CTR) (Correct answer)
- Reach
- Cost Per Thousand (CPM)
Correct answer: Click-Through Rate (CTR)
CTR measures the percentage of people who clicked the ad after seeing it, directly reflecting creative effectiveness at driving action.
Question 3: What is a 'lookalike audience' in Facebook Ads?
- An audience that has visited your website before
- A group of users who share traits with your existing customers (Correct answer)
- Followers of your competitors' pages
- Users who have interacted with your posts organically
Correct answer: A group of users who share traits with your existing customers
A lookalike audience is created by Facebook's algorithm to find new users who share demographic and behavioral traits with a source audience like your customer list.
Question 4: On LinkedIn Ads, which targeting option is unique compared to most other platforms?
- Interest targeting
- Job title and company size targeting (Correct answer)
- Age and gender targeting
- Device type targeting
Correct answer: Job title and company size targeting
LinkedIn uniquely offers professional targeting such as job title, seniority, industry, and company size, making it ideal for B2B advertising.
Question 5: What is the primary purpose of a 'dark post' on social media?
- To hide ads from regulators
- To run paid ads that don't appear on your public page timeline (Correct answer)
- To target users who have opted out of ads
- To schedule posts for nighttime audiences
Correct answer: To run paid ads that don't appear on your public page timeline
Dark posts (unpublished page posts) are paid ads that are only visible to targeted audiences and do not appear on your public brand page.
Question 6: Which bidding strategy on Google and Meta is best when you want to maximize conversions within a fixed budget?
- Manual CPC
- Target ROAS
- Maximize Conversions (Correct answer)
- Cost Cap
Correct answer: Maximize Conversions
The Maximize Conversions bidding strategy automatically sets bids to get the most conversions possible within your set daily budget.
Question 7: What does 'Cost Per Mille (CPM)' measure in social advertising?
- Cost per click on an ad
- Cost for every 1,000 impressions served (Correct answer)
- Cost per completed video view
- Cost per new follower gained
Correct answer: Cost for every 1,000 impressions served
CPM stands for Cost Per Mille (thousand) and represents the price an advertiser pays for 1,000 ad impressions.
Social Media Advertising Social Media Advertising 2
What does 'frequency capping' mean in social media advertising?