Social Media Marketing Social Media Advertising & Paid Campaigns 2 — Questions and Answers
Question 1: What is A/B testing in the context of paid social campaigns?
- Running two different campaigns on two different platforms simultaneously
- Testing two ad variations with one variable changed to determine which performs better (Correct answer)
- Comparing organic and paid post performance
- Splitting a budget equally between video and image ads
Correct answer: Testing two ad variations with one variable changed to determine which performs better
A/B testing (split testing) involves changing one variable at a time between two ad versions to isolate what drives better performance.
Question 2: Which metric best measures the efficiency of ad spend in generating revenue?
- CPM
- CTR
- ROAS (Return on Ad Spend) (Correct answer)
- Frequency
Correct answer: ROAS (Return on Ad Spend)
ROAS measures the revenue generated for every dollar spent on advertising, making it the most direct indicator of ad spend efficiency.
Question 3: In social media advertising, what is 'ad frequency' and why does it matter?
- How often an ad is scheduled per day; it affects posting volume
- The average number of times a single user sees an ad; high frequency can cause ad fatigue (Correct answer)
- The number of platforms an ad is published on; more is always better
- How quickly an ad is approved by the platform; faster is preferred
Correct answer: The average number of times a single user sees an ad; high frequency can cause ad fatigue
Ad frequency measures average impressions per unique user; when frequency is too high, audiences become annoyed or blind to the ad, reducing performance.
Question 4: What is retargeting (remarketing) in paid social media advertising?
- Targeting users based on their demographic profile only
- Re-serving ads to users who have previously interacted with your brand or website (Correct answer)
- Duplicating an existing campaign to a new audience
- Targeting competitor brand followers
Correct answer: Re-serving ads to users who have previously interacted with your brand or website
Retargeting shows ads to people who have already visited your website, engaged with your content, or taken a specific action, keeping your brand top of mind.
Question 5: Which Instagram ad format allows advertisers to showcase multiple products in a single, swipeable ad unit?
- Stories Ad
- Reels Ad
- Carousel Ad (Correct answer)
- Collection Ad
Correct answer: Carousel Ad
Carousel ads allow advertisers to display 2–10 images or videos in a single ad unit that users can swipe through, each with its own link.
Question 6: A social media advertiser wants to reach people who searched for 'running shoes' on Google. Which platform's ad product most closely replicates intent-based search targeting on social?
- Facebook Interest Targeting
- Pinterest Keyword Targeting (Correct answer)
- LinkedIn Skill Targeting
- TikTok Hashtag Targeting
Correct answer: Pinterest Keyword Targeting
Pinterest allows keyword targeting based on what users actively search for on the platform, closely mirroring search intent targeting unlike most other social ad platforms.
Question 7: What does 'dark post' mean in paid social advertising?
- An ad that only runs between midnight and 6 AM
- A sponsored post that appears in feeds but is not published on the brand's public page (Correct answer)
- A post with a black background creative
- An ad that has been disapproved by the platform
Correct answer: A sponsored post that appears in feeds but is not published on the brand's public page
A dark post (unpublished post) is a paid ad that appears in targeted users' feeds but does not appear on the brand's organic social profile page.
Social Media Marketing Social Media Advertising & Paid Campaigns 2
What is A/B testing in the context of paid social campaigns?