Social Media Marketing Social Media Advertising & Paid Campaigns 1 — Questions and Answers
Question 1: Which Facebook Ads objective should a brand choose when the primary goal is to drive purchases on their e-commerce website?
- Brand Awareness
- Traffic
- Conversions (Correct answer)
- Reach
Correct answer: Conversions
The Conversions objective optimizes ad delivery toward users most likely to complete a purchase event on the advertiser's website.
Question 2: What does CPM stand for in paid social media advertising?
- Cost Per Message
- Cost Per Mille (thousand impressions) (Correct answer)
- Click Per Month
- Cost Per Member
Correct answer: Cost Per Mille (thousand impressions)
CPM stands for Cost Per Mille, meaning the cost an advertiser pays per 1,000 ad impressions served.
Question 3: Which targeting option on LinkedIn Ads is unique to the platform and highly valuable for B2B campaigns?
- Interest-based targeting
- Job title and company size targeting (Correct answer)
- Lookalike audiences
- Behavioral retargeting
Correct answer: Job title and company size targeting
LinkedIn's job title, seniority, industry, and company size targeting is uniquely powerful for reaching professional B2B audiences.
Question 4: A marketer notices their ad has a high CTR but a low conversion rate on the landing page. What is the most likely issue?
- The ad creative is ineffective
- The audience targeting is too broad
- There is a disconnect between the ad and landing page experience (Correct answer)
- The campaign budget is too low
Correct answer: There is a disconnect between the ad and landing page experience
A high CTR indicates the ad is compelling, but low conversions point to a mismatch between ad messaging/expectations and what users find on the landing page.
Question 5: What is a 'lookalike audience' in social media advertising?
- An audience that shares the same profile photo style
- A new audience that resembles an existing customer or source audience (Correct answer)
- Retargeted users who visited a specific page
- An audience built solely from interest categories
Correct answer: A new audience that resembles an existing customer or source audience
A lookalike audience uses a source audience (e.g., existing customers) to find new users with similar characteristics and behaviors.
Question 6: Which bidding strategy should a paid social advertiser use when they want to control the maximum amount spent per result?
- Lowest cost bidding
- Cost cap bidding (Correct answer)
- Highest value bidding
- Target impression share
Correct answer: Cost cap bidding
Cost cap bidding sets a maximum average cost per result, giving advertisers budget control while the platform optimizes delivery.
Question 7: What is the Facebook Pixel primarily used for?
- Scheduling organic posts
- Tracking user actions on a website to optimize and measure ad performance (Correct answer)
- Designing ad creatives within Ads Manager
- Managing Instagram Stories ads
Correct answer: Tracking user actions on a website to optimize and measure ad performance
The Facebook Pixel is a tracking code installed on a website that logs user events (page views, purchases, etc.) to enable retargeting and conversion tracking.
Social Media Marketing Social Media Advertising & Paid Campaigns 1
Which Facebook Ads objective should a brand choose when the primary goal is to drive purchases on their e-commerce website?