Social Media Advertising Ultimate Social Media Advertising 5 — Questions and Answers
Question 1: What is 'creative fatigue' and how does it affect social media ad performance over time?
- The platform penalizing ads with too many colors or fonts
- Declining ad performance caused by the same audience seeing the same creative too many times (Correct answer)
- Budget exhaustion caused by overspending on creative production
- Reduced reach from posting too frequently on organic channels
Correct answer: Declining ad performance caused by the same audience seeing the same creative too many times
Creative fatigue occurs when your target audience has seen your ad so often that engagement drops, signaled by rising CPMs, falling CTRs, and negative feedback.
Question 2: Which targeting option on LinkedIn is most useful for B2B advertisers trying to reach decision-makers at specific companies?
- Interest Targeting
- Account-Based Targeting (Company List Upload) (Correct answer)
- Follower Targeting
- Lookalike Audience Targeting
Correct answer: Account-Based Targeting (Company List Upload)
LinkedIn's account-based targeting lets advertisers upload a list of specific company names and serve ads only to employees at those target organizations.
Question 3: What is the significance of the 'relevance score' (now known as ad quality rankings) on Facebook Ads?
- It determines how much of your organic content is shown to followers
- It reflects how your ad's quality and engagement rate compare to competing ads targeting the same audience (Correct answer)
- It sets the minimum bid required to enter an ad auction
- It measures how many pages a user visits after clicking your ad
Correct answer: It reflects how your ad's quality and engagement rate compare to competing ads targeting the same audience
Facebook's ad quality rankings compare your ad's expected engagement, quality, and conversion rate against other ads competing for the same audience, influencing your auction performance.
Question 4: On social media platforms, what is 'behavioral targeting'?
- Showing ads based on the time of day a user is most active
- Targeting users based on their past online actions such as purchases, app usage, or content consumption (Correct answer)
- Excluding users who have complained about your ads
- Targeting users based solely on their stated profile interests
Correct answer: Targeting users based on their past online actions such as purchases, app usage, or content consumption
Behavioral targeting uses data from users' past online activities — like purchase history, app usage, and browsing patterns — to serve them highly relevant ads.
Question 5: What is an 'evergreen ad campaign' in social media advertising?
- A campaign that only runs during the spring season
- A campaign with a fixed end date tied to a product launch
- A campaign that runs continuously with content not tied to a specific time period (Correct answer)
- A campaign targeting users who prefer environmentally friendly products
Correct answer: A campaign that runs continuously with content not tied to a specific time period
An evergreen campaign runs indefinitely with content that remains relevant regardless of season or date, requiring minimal updates while consistently generating results.
Question 6: What does 'view-through attribution' measure in social media advertising?
- Conversions that happen immediately after a user clicks an ad
- Conversions that occur after a user saw your ad but did not click on it (Correct answer)
- The number of complete video views relative to total impressions
- Revenue generated from users who viewed but abandoned your checkout
Correct answer: Conversions that occur after a user saw your ad but did not click on it
View-through attribution credits a conversion to an ad impression when the user saw the ad but didn't click, then later converted within a defined attribution window.
Question 7: Which practice violates Meta's advertising policies and can result in account suspension?
- Running the same creative across Facebook and Instagram simultaneously
- Using fear-based messaging that exaggerates a problem to manipulate users into buying (Correct answer)
- Targeting a custom audience built from your own CRM data
- Pausing underperforming ad sets during optimization
Correct answer: Using fear-based messaging that exaggerates a problem to manipulate users into buying
Meta's policies prohibit ads that use fear, shock, or exaggerated claims to manipulate users; violating this can lead to ad disapproval or account suspension.
Social Media Advertising Ultimate Social Media Advertising 5
What is 'creative fatigue' and how does it affect social media ad performance over time?