This tests your practical knowledge of Meta Ads Manager, budgeting logic, and audience targeting. The employer wants to see if you can think strategically about spending to achieve a business goal.
Walk through your thought process: start with the campaign objective, then split budget based on audience warmth (retargeting vs. prospecting), and mention specific targeting options like lookalike audiences, interests, and custom audiences. Always mention how you would monitor and shift budget.
Situation
When I was a freelance social media assistant, an online gadget store hired me to promote a new smartphone accessory. They gave me a ₱30,000 budget for a one-week campaign.
Task
I had to decide how to split the budget to test different audiences and creatives while maximizing conversions.
Action
I allocated 70% to a conversion campaign targeting past website visitors and lookalike audiences based on previous purchasers, splitting into two ad sets: one with a 10% lookalike, another with a 5% lookalike. The remaining 30% went to a traffic campaign targeting interest-based audiences (e.g., mobile accessories, tech enthusiasts) to test cold prospects. I set a daily budget cap and used automatic placements. After three days, I shifted budget from the underperforming cold audience to the better-performing lookalike ad set.
Result
The campaign yielded a 4.1% conversion rate and a CPA of ₱110, well below the ₱150 target, with the lookalike audiences driving 80% of sales.
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