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NEW QUESTION 91
What does a 1-day view and 28-day click attribution window mean?
(Select all that apply)
Choose ALL answers that apply.
- A. Actions happened 1 day after someone viewed your ad.
- B. Actions happened 28 days after someone viewed your ad.
- C. Actions happened 28 days after someone clicked your ad.
- D. Actions happened 28 days after someone viewed your ad
Answer: A,C
Explanation:
Explanation
About attribution windows
The number of days between when a person viewed or clicked your ad and then subsequently took an action is called an attribution window. We report off ad actions based on views of your ad and clicks on your ad:
* Clicks: A person clicked your ad and took an action. This is called click-through attribution.
* Views: A person saw your ad, didn't click it, but took an action within the attribution window. This is called view-through attribution.
By default, your attribution window is set to 1-day view and 28-day click, which means you see actions that happened 1 day after someone viewed your ad and up to 28 days after someone clicked your ad. You can change the attribution window to show 1-day, 7-day and 28-day view and click attribution.
NEW QUESTION 92
What are some best practices for videos in Facebook News Feed that will drive the most positively impacted Ad Recall?
(Select all that apply)
Choose ALL answers that apply.
- A. The video needs to have a lot of text to convey the right message
- B. Be open to experiment, test and make changes to your videos
- C. The product being featured should be featured for the majority of 30 seconds of ad
- D. Make sure message is easy to understand with sound off
- E. Capture attention quickly in the first 3 seconds of video
- F. Make long videos
Answer: B,C,D,E
Explanation:
Explanation
In light of new test results-in combination with new research from Facebook IQ on designing effective video ads for the mobile feed- Facebook has made some updates to its mobile video creative considerations.
Facebook has added a new tip on framing and revised their suggestion on experimentation to encourage advertisers to play more as they explore storytelling through video in mobile feed.
Here are other updated video creative considerations:
* Capture attention quickly. Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the ad to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.
* Design for sound off. Since most video ads in mobile feed are viewed without sound, it's important to convey your message visually. Showing captions, logos and products can help communicate your message, even in silence.
* Frame your visual story. Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop and overall visual composition to make sure your story is told well on a small screen.
* Play more. There's no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing and iterating to learn what works for your brand and audience.
NEW QUESTION 93
You are running a video campaign for your client. The video has the following characteristics:
* Video has a length of 4 minutes
* The video has subtitles
* The video has influencers utilizing the product after 30 seconds in the video
* The video requires music in the first 10 seconds
What changes would you suggest your client to make?
(Select three that apply)
Choose ALL answers that apply.
- A. Change video so that it does not require sound in the beginning
- B. Add thumbnail image with less than 20% text
- C. Reduce video length to 1 minute.
- D. Take off subtitles
- E. Tag influencers in the video.
Answer: A,B,E
NEW QUESTION 94
You are researching the launch of a new product and want to cross-sell to your current customer base to see if there is an audience that could be a good fit for the new product.
You need to better understand the behaviors, demographics, and investigate several audiences for your client.
Which audiences do you analyze in Audience Insights?
Select all that apply.
Choose ALL answers that apply.
- A. You should research people connected to your Fan Page.
- B. You should research all users on Facebook with certain characteristics that match your target market.
- C. People who have viewed a view post on your Fan Page.
- D. You should upload a customer database and analyze their behaviors.
Answer: A,B
Explanation:
Explanation
Audience Insights allows you to analyze and learn more about potential new markets and your current followers.
You can learn about their geography, demographics, lifestyle, purchase behavior, and much more.
As of 2018, you can NO LONGER analyze customer databases on Audience Insights.
Here is a list of audiences you can analyze in Audience Insights:
Here is an example of how insights report the information:
NEW QUESTION 95
What are all the different aspects of a campaign you can change at the ad set level? (Select all that apply) Choose ALL answers that apply.
- A. Dynamic Creative
- B. Offer
- C. Audience
- D. Image
- E. Ad Type
- F. Placement
Answer: A,B,C,F
Explanation:
Explanation
The followings are all of the different aspects of a campaign you can change at the ad set level:
This might be an easy one but a lot of people don't use Offers or Dynamic Creatives on their campaigns so might miss this type of question.
NEW QUESTION 96
You are running an acquisition campaign for your client. Which of the following audiences apply for this campaign?
Select three that apply.
Choose ALL answers that apply.
- A. Core Audiences
- B. Website Traffic through Facebook pixel audience
- C. Post Engagement Audiences
- D. CRM customer database audience
Answer: B,C,D
Explanation:
Explanation
It's really important to understand how Facebook defines its marketing funnel:
The only audiences that apply for the acquisition phase are the custom audiences.
NEW QUESTION 97
An eCommerce recently installed the Facebook pixel on their website to better understand the ROAS of the online marketing efforts.
After two months, they've spent $3,500 in online conversion campaigns, and generated $6,000 in revenue.
You realize that the ratio for the ROAS is 1.71:1
What does this ratio mean?
Choose only ONE best answer.
- A. For every $1 of revenue, you spend $1.71 in advertising.
- B. For every $1 you spend on a campaign, you generate $3.5 of revenue.
- C. For every $10 you spend on a campaign, you generate $1.71 of revenue.
- D. For every $1 you spend on a campaign, you generate $1.71 of revenue.
Answer: D
Explanation:
Explanation
The return on ad spend (ROAS) for this campaign would be $1.71 or a ratio of 1.71:1 ($6,000 / $3,500).
So for every 1 dollar that the company spends on its campaign, it generated $1.71 worth of revenue.
NEW QUESTION 98
What are the three main aspects Facebook tries to impact when launching campaigns through their auction?
Select all that apply.
Choose ALL answers that apply.
- A. Reach Outcomes
- B. Impact Outcomes
- C. Sales Outcomes
- D. Brand Outcomes
- E. Audience Outcomes
Answer: C,D,E
Explanation:
Explanation
Facebook summarizes the impact of its campaigns into three main buckets:
Audience Outcomes
* How many people did your ad reach? How frequently?
* Did the ads reach the right people/audience?
* Did the ads reach people cross-device?
Brand Outcomes
* Did the ads breakthrough? Are they memorable?
* Did they generate brand awareness?
* Did the ads change the perception of your brand?
Sales Outcomes
* Did the ads drive your business outcomes? Did they contribute to ROI?
* Did the ads results in sales, leads or app installs?
NEW QUESTION 99
What are the different audiences you can analyze with Audience Insights?
(Select all that apply)
Choose ALL answers that apply.
- A. People from your customer database.
- B. People interested in music.
- C. A custom audience based on your website visitors.
- D. Your Facebook page fans.
- E. All audiences you need.
Answer: B,D
NEW QUESTION 100
You are thinking of building multiple campaigns based on the following native targeting variables:
- Job
- Luxury Travel
- Income
- Mobile phone and operating system
- Age of children in the household
- Marathon and Triathlon interests
The audiences you are getting are too small.
Which strategy should you use in order to increase the audience you are currently using?
Choose only ONE best answer.
- A. Remove age of children in household, luxury travel and job.
- B. Remove age, mobile and operating system.
- C. Remove job, income and mobile phone.
- D. Remove age, marathon and triathlon interests.
Answer: A
Explanation:
Explanation
You've built audiences, but they are too small for the product launch. The only way to expand an audience is to take out segmentation variables.
In this case, think of the variables that have less to do with the segment. This can be very tricky questions in the exams as sometimes it's objective and with experience, you will see what interests work better than others.
However, let's categorize the segmentation variables into the following groups:
* Important variables: marathon and triathlon, mobile and operating system, and income.
* Semi-important: Luxury travel.
* Least-important: job, age of children in household.
Think about it; the smartwatch is a high-end gadget for hardcore sports fans. They also need to have a mobile phone due to the new mobile application for the smartwatch. So you definitely want to leave all of the variables in the "important" bucket.
Luxury travel could help you better segment high-end users, but it's not imperative. Job and age of children in household, in this case, are irrelevant.
Topic 2, Case Study Retail Fashion Brand
A luxury fashion brand, founded 20 years ago, is really well known for its handbags, ready-to-wear apparel, and watches. Today, they have close to 450 locations worldwide.
The fashion brand wants to run a couple of tests in 2 retail stores in order to measure the impact of its Facebook ads on its offline sales.
NEW QUESTION 101
What are some advantages of a statistical attribution model versus a rules-based attribution model?
Choose only ONE best answer.
- A. Are cookie based model that is more effective in measuring your marketing campaigns.
- B. You select where along the path you want to assign credit for the conversion.
- C. Credits one touchpoint according to a specific rule.
- D. Use algorithms to determine credit for each touchpoint in the user flow.
Answer: D
Explanation:
Explanation
Rules-based models assign credit to one or more touchpoints according to rules that we set. Think of these models as different lensthrough which you can analyze results. For example, giving credit to the first and last touchpoints (impressions and clicks) leading to a conversion. Rules-based models using people-based measurement provide deeper insights than cookies-only measurement, since multiple touchpoints are tracked and correlated with an actual person.
With rules-based models:
* You define "the rule": How should credit be allocated?
* Results are based on your model choice.
* You choose where along the path to conversion you want to assign the credit: last click, even credit, time decay, or positional.
Statistical models use algorithms to determine credit for each touchpoint. These models are driven on a result (increased revenue) rather than an assumption of where to assign credit. They use all available data to determine which ads increase revenue. Like rules-based models, statistical models are far more effective at analyzing past results and predicting future results when using a people-based measurement tool.
With statistical models:
* Algorithms define the credit allocation.
* Results are dynamic and learn from historical data.
* They're also referred to as algorithmic MTA results-driven MTA.
NEW QUESTION 102
What strategies should you follow to prepare the marketing campaigns you will launch in 4 months?
Choose only ONE best answer.
- A. You should just launch ads to the current customer base. There is no need to launch ads to new audiences.
- B. You should analyze the current customer base and fan page in order to launch the campaign in 4 months.
- C. You should analyze the current customer base so that you can then build a custom audience based on the insights you found.
- D. You should analyze the current customer base; understand their behaviors, demographics, and other important information, then build core/saved audiences based on these insights.
Answer: D
Explanation:
Explanation
Every time you work with a new client, you want to first analyze the behaviors, demographics, and segmentation from their current customer base.
The main objective is to use all of this information and build a new core/saved audience based on all of these insights. If you see specific Fan Pages that the customer base follows, you want to include all of those interests in the new audience.
So all of the information that comes out of Audience Insights is for you to use and build better audiences based on facts, and not assumptions of whom the potential target market is.
Use actual data from customers to reach out to new potential customers.
NEW QUESTION 103
You've been running campaigns for the past couple of month to increase sales by at least 2x, but results are not reaching your objective.
Your client recommends giving a 30% discount to see if that is a good incentive for potential customers to buy a new membership and generate results faster.
What strategies should you follow?
Select two that apply.
Choose ALL answers that apply.
- A. You build a similar audience based on people who've checked out and run the 30% discount campaign.
- B. You build a new saved audience to reach new potential customers and run the 30% discount campaign.
- C. You build a custom audience based on people who've visited blog posts related to the product in the past
45 days, and run the 30% discount campaign. - D. You build a custom audience based on people who registered, but haven't checked out, and run the 30% discount campaign.
Answer: C,D
Explanation:
Explanation
Since you are trying to increase sales on a short period of time, you want to reach out to users who've interacted recently with your client's content and initiated a checkout process.
In this case, you want to launch campaigns for two specific audiences:
1. People who've registered but have not finalized the checkout process. This audience is probably your
"low-hanging" fruit. Someone who has registered, but has not completed payment, probably just needs a small push to complete the purchase.
2. Users who have read specific content related to client's products, are probably the second best audiences you should reach. These are users who have shown interest in your client's products and might be interested in making a purchase.
You don't want to run the campaign on new audiences yet. So running a campaign to a saved or similar audience is not the right choice for your first campaign.
NEW QUESTION 104
What are three brand safety tools Facebook provides in order to block ads from your client from running alongside certain types of content?
Choose ALL answers that apply.
- A. Opt-out of certain placements in order to remove showing ads in Instant Articles, In-Stream Videos or Audience Network.
- B. Block certain categories in your Ads Manager.
- C. Change your core audience's interests to exclude certain content categories.
- D. Create a document using Excel or Notepad with the Facebook Page URL's you would like to block and then upload into Facebook.
Answer: A,B,D
Explanation:
Explanation
acebook offers 3 brand safety tools for blocking your ads from running alongside certain types of content within Instant Articles, Audience Network and In-Stream Video placements:
* Placement opt-out
You can opt-out from showing your ads in Instant Articles, In-Stream Video or Audience Network placements by removing any of these placements in the Edit Placements section of the ad create flow. Learn how to opt out of placements.
* Category blocking
You can prevent your ads from running next to certain categories of content by choosing the Exclude Categories option under the Edit Placements section in Ads Manager. Learn more about excluding content categories.
* Block lists
Block lists prevent your ads from running on specific websites or apps within the Audience Network, the Instant Articles of specific publishers and videos of Pages included in the Facebook in-stream placement.
Learn how to Create Block Lists.
NEW QUESTION 105
Your client is a well recognized large brand, which has been in the market for +30 years, with a solid customer base.
The marketing brand manager wants to run Facebook ads for their new spring campaign. He/she insists on running interaction posts as the primary objective for all of the campaigns.
You explain that as a brand, they will benefit more running reach and frequency campaigns instead of promoted posts.
Select all of the reasons you give the brand manager to use reach and frequency as the primary bidding option.
Choose ALL answers that apply.
- A. Branding campaigns usually perform better when optimized through CPM than CPA.
- B. Branding campaigns usually have better performance by using the reach and frequency option as you can optimize for reach, frequency, and overall budget.
- C. Reach and frequency will ensure the lowest cost per reach and cost per person impacted.
- D. For brand marketing, changing attitudes and behaviors at scale will generate better results than specific actions on posts.
Answer: A,B,C,D
Explanation:
Explanation
Research has shown the results in terms of Ad Recall, and Brand Awareness are fairly similar in a reach versus action optimized campaigns.
However, when it comes to costs, the results are quite different. Just look at the table below:
Both campaigns had a $500,000 budget. The expected lift was quite similar, but costs changed dramatically.
Reach campaigns allow brand managers to maximize more cost efficiently their marketing campaigns.
NEW QUESTION 106
What are all the options you can build a custom audience from?
Select all that apply.
Choose ALL answers that apply.
- A. People who have visited your website in the last 365 days.
- B. People who have viewed at least 50% of a video you posted on your Fan Page in the past year.
- C. People who have opened a Lead form but have not submitted data in the past 180 days.
- D. People who have clicked any links on a Canva in the past 180 days.
- E. People who have opened your mobile app in the last 92 days.
- F. Your customer database from the last 5 years.
Answer: B,D,E,F
Explanation:
Explanation
You can build custom audiences based on the following sources:
* Data files: Build audiences from your CRM, POS, email lists, or other sources. There is no timeline for how old the database needs to be.
* Website data: Reach existing customers and those who've shown interest in your business. There is a limit on the past 180 days.
* Mobile app data: Use Facebook ads to engage with people based on their interactions with your apps.
There is a limit on the past 180 days.
* Facebook engagement: Target ads to people who've interacted with your Page, videos, lead ads, and Canvas full-screen experiences on Facebook. There is a limit on leads ads for 90 days, videos views for
365 days, and canvas for 365 days.
NEW QUESTION 107
You have been running an offer for the past 30 days with a CTR of 5.6%; however, after 45 days, the frequency has increased to 4.36 and results have dropped dramatically.
Your conversion cost has increased by 34% in the past week.
What efforts do you make to change results?
Select all that apply.
Choose ALL answers that apply.
- A. Change the audience to a new one.
- B. Change the bid from automatic to manual.
- C. Refresh the image or video you are using to a new one.
- D. Change the placement of the ads.
Answer: A,C
Explanation:
Explanation
Whenever you want to maximize brand awareness with multiple messages, you should use reach and frequency as the bidding type.
Keep in mind that you can program sequential content or ads within Facebook's auction. So every time you see
"sequential messages," the answer is most likely reach and frequency with sequential messaging.
For brand awareness campaigns, you should also include Facebook as placement due to its high reach.
NEW QUESTION 108
What are some benefits of MTA?
Choose ALL answers that apply.
- A. Shows that the last touch model has no limits
- B. Gives credit to multiple impressions and clicks on the path to conversion.
- C. Can analyze and compare publishers and campaign performance
- D. Shows that attribution window is always tied to a last touch model
- E. Helps you understand cross-device path to conversion.
Answer: B,C,E
Explanation:
Explanation
Benefits of people-based multi-touch attribution (MTA)
* Helps you understand the cross-device, people-based path to conversion
* Provides actionable data for more efficient allocation of media spend
* Can analyze and compare publishers, campaigns, and cross-device performance
* Demonstrates the limits of only using a last touch model
* Shows what's working and what isn't among marketing channels
Attribution is the assigning of credit to a marketing touchpoint.Most digital advertisers today measure with a last click attribution model, in which the last click gets full credit for driving a conversion. In this model, even if there were five impressions and one click in the path to conversion, all credit is given to the click. In contrast, multi-touch attribution (MTA) gives credit to multiple impressions and clicks on the path to conversion.
NEW QUESTION 109
You are measuring the campaign effects for: the Store campaigns and offline events metrics.
What metrics should you measure for the Store Visit campaigns?
Select all that apply.
Choose ALL answers that apply.
- A. Revenue per user
- B. Reach
- C. CPM
- D. Avg. Order Per User
- E. CPC
- F. Impression
Answer: A,B,C,D,F
Explanation:
Explanation
Since you are doing in-store campaigns, you want to measure the effectiveness of your Facebook ads through two means:
* Actual performances on the ads themselves based on reach, impressions, and CPM. Keep in mind that you don't want to measure CPC, as you will be measuring performance through offline events.
* Performance on ads through offline events: revenue per user and average order value per user.
For these types of campaigns, you want to make sure you measure your campaigns in two stages. The first will allow you to understand better how much you have to spend to reach a specific audience. The second will allow you to better understand the "direct response" performance on the ads based on actual sales data.
NEW QUESTION 110
n which platforms does the Facebook SDK work on?
Select all that apply.
Choose ALL answers that apply.
- A. iOS
- B. PHP
- C. Javascript
- D. tvOS
- E. 3rd Party Tools
- F. Unity
- G. Android
Answer: A,B,C,D,E,F,G
Explanation:
Explanation
1. iOS: You can integrate iPhones and iPads.
2. Android: All Android phones and tablets.
3. JavaScript: Works well for social plug-ins, API calls, and implementing Facebook login.
4. PHP: You can use Facebook Graph API to use the SDK.
5. Unity: All games developed under this platform work well.
6. 3rd Party: Some 3rd party partners have specific SDKs'.
7. tvOS: Is Apple TV's SDK to integrate social sharing options.
NEW QUESTION 111
Which of the following categories can be blocked on In-Stream Video ads?
Select 3 that apply.
Choose ALL answers that apply.
- A. Debatable social issues
- B. Tragedy and conflict
- C. Mature
- D. Gambling
- E. Dating
Answer: A,B,C
Explanation:
Explanation
You can prevent your ad from running next to certain types of content on placements by choosing the Exclude Categories option below the Edit Placements section of your Ad Set.
There are five categories:
* Debatable social issues: Topics related to debated social issues, such as religion, politics, immigration and more. Does not apply to Audience Network mobile apps.
* Mature: Topics including violence, firearms, sexual content, profane language, and more. Does not apply to Audience Network mobile apps.
* Tragedy and conflict: Topics that contain emotional or physical suffering, such as crime, illness, bullying and more. Does not apply to Audience Network mobile apps.
* Dating: Websites and apps that have been categorized as dating. Ads may still appear alongside content about relationships and dating.
* Gambling: Websites and apps that have been categorized as gambling, where winners receive money or prizes. Ads may still appear on websites or apps where people play games just for fun.
All five categories can be excluded on Audience Network and Instant Articles, but you can only block the categories Mature, Tragedy and Conflict and Debatable Social Issues on In-Stream Video.
NEW QUESTION 112
What are all of the mobile advertiser ID's you can utilize to build a custom audience?
Select all that apply.
Choose ALL answers that apply.
- A. Facebook User ID
- B. Apple's Advertising Identifier (IDFA)
- C. Google User ID
- D. Android's Advertising ID
Answer: A,B,D
Explanation:
Explanation
You can create ads targeting people by customer lists. One of the data sources you can use is mobile advertiser IDs.
* Apple's Advertising Identifier (IDFA): An advertising ID that Apple provides as part of iOS in its ads framework.
* Android's Advertising ID: An advertising ID that Google provides as part of Google Play services.
* Facebook User ID: If people are logged in to your app via Facebook, you can use their Facebook User ID for targeting.
You can't run Google IDs currently on Facebook to identify users.
NEW QUESTION 113
Which are the two bidding options that will allow your customer to predict results of their campaigns?
Select two that apply.
Choose ALL answers that apply.
- A. Auction optimized for reach
- B. Auction optimized for brand awareness
- C. Auction optimized for video views
- D. TRP buying
- E. Reach and frequency
Answer: D,E
Explanation:
Explanation
The only two bidding options that allow you to truly predict impression, reach and frequency is the following:
1. Reach and frequency
2. TRP buying
With all of the other options, you cannot predict results. Even when optimizing a reach campaign through the auction, you won't necessarily get the results expected since you are entering the Facebook auction.
Here is a summary graphic to understand which options to use based on the predictability outcome expected:
NEW QUESTION 114
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