Prep questions Flashcards by Host Mom

What do businesses and people use Facebook for?

Businesses and people use Facebook to make meaningful connections and share.

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What do people use Instagram for? (2)

Be inspired

Discover things they care about

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What is Messenger good for?

Messenger lets you instantly connect with people on your Facebook Page and make conversations happen in real time.

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What is the advantage of Page Inbox?

The Page Inbox is a free tool and offers a single convenient location to manage the messages and comments a business receives on Facebook, Messenger and Instagram.

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What is Facebook Audience Network?

Facebook Audience Network is a collection of apps and websites beyond Facebook where people spend their time.

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What is the key advantage of the Facebook family of apps and services?

More opportunities to reach and engage with your most relevant audiences

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What are the benefits of Page Inbox?

Ability to view and reply to messages from a mobile device and on your computer.
Save time by using a single surface to manage communication without having to switch apps.
Use a wide variety of tools in Inbox to manage and organise your messages.
See Facebook and Instagram comments, visitor Page posts and Page recommendations.

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What is Messenger?

Messenger is a messaging service that has its own app, and also powers the Messenger channel within the Facebook Page Inbox.

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What can you do with Messenger for business?

You can use Messenger to have direct conversations with people.
You can also run ads that will appear within Messenger.

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What are the types of Messenger ads? (3)

Messenger Inbox Ads
Click-to-Messenger ads
Sponsored Messages

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When do you use Messenger Inbox ads?

When you want to extend the reach of your ad campaigns.

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When do you use click-to-Messenger ads?

Want to reach people at scale, then continue to interact with each of them individually in Messenger

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When do you use Sponsored Messages?

Scaled communication between your Page and people who’ve messaged your Page in the past

When you want to re-engage people you have interacted with

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What can Messenger Ads help you with? (2)

Reach more people

Personalise customer interactions

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What do you need to have to represent your business? (2)

Personal Profile

Create a Page

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What can you use a Facebook Profile for?

A profile is where you can share information and updates about yourself, and connect with friends and acquaintances through their profiles.

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What does a Facebook Page allow you to do? (2)

Create a presence on Facebook

Connect with the Facebook community

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What are the differences between Public and Business Profiles on Instagram?

get additional tools, like insights about followers and posts
promote posts to reach people outside of followers and tailor your promotion to drive various business objectives
you can list information like the business address or contact info

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What is the difference between a Facebook profile and a Page?

A profile is for an individual, a Page is for a business. It acts as the public presence for your business on Facebook. It’s where you can list your products, services, events and more.

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Which of these are types of Messenger ads?

Messenger Inbox
Connected Messages
Click-to-Messenger ads
Sponsored Messages

Messenger Inbox
Click-to-Messenger ads
Sponsored Messages

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Imagine you are speaking with a colleague who is evaluating digital marketing advertising channels. What value can Facebook bring to their strategy?

Unique ways to build interactive experiences 
Fixed scheduling
Schedule flexibility
Versatility of platform
Depth of the targeting capabilities

Unique ways to build interactive experiences
Versatility of platform
Depth of the targeting capabilities

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Based on the stated goal, choose the best objective.

Encourage people to purchase from your physical store
Show your ad to the maximum number of people within your audience
Reach your followers who are interested in attending your event

Store Traffic
Reach
Engagement

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Jim has a brand new website for his clothing store. He wants to know more information about when site visitors buy items. Which event should he set up?

Add payment information
Add to cart
Purchase
Initiate checkout

Purchase

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What are ways for businesses to share and connect with customers and prospects on Instagram?

Feed
Audience Network
Stories
Direct

Feed
Stories
Direct

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Which of these does NOT tell you how people are interacting with your website? Custom conversion Standard event Facebook events Custom events

Facebook events

If you wanted to see how many people looked at the products page on your website, which criteria would you select? People who visited specific web pages Visitors by time spent All website visitor None of these

People who visited specific web pages

Name the term for each definition. The group that could potentially be exposed to the treatment The group that won’t be exposed to the treatment The variable that the test group is exposed to The true impact of an ad, also known as “lift”

Test Group Control Group Treatment Results

In order to advertise on Audience Network you need to have separate creative. True False

False

Name the term for each definition. This type of experiment lets you test different versions of your ads so you can see what works best and improve future campaigns. The random, non-overlapping audiences in an experiment. This is what happens when Facebook duplicates your ads and changes the variable you choose. Shows which ad produced the lowest cost per result.

A/B Tests Test Groups Ad versions Results

What is the main purpose of conducting a Randomised Control Trial (RCT)? To ensure that the ad frequency per user is not too high or too low To understand whether ads are being delivered to the right audience To understand which placement is right for an ad To measure the true impact of your ads

To measure the true impact of your ads

Which of the following is true when conducting a randomized control trial (RCT)? The test and control groups are exposed to different Facebook ads. An RCT is designed to optimize conversion. The test and control groups are similar on all dimensions except ad exposure. RCTs are only conducted by Facebook representatives.

The test and control groups are similar on all dimensions except ad exposure.

Which of the following is true when conducting an A/B test? Facebook duplicates your ads and changes several variables. There is no control group. The test group receives a treatment and the control group does not. There are two control groups.

There is no control group.

Name the correct terminology. This technique helps minimize potential bias in test results. This helps you understand how a single marketing campaign or strategy is driving incremental sales and conversions. This provides brand metrics to understand how well your ad campaign resonated with people. This allows two or more variables/strategies to be tested while also providing the incremental lift for each of them.

ITT Conversion Lift Brand Lift Multi-cell

Split testing is a reliable and accurate solution that allows you to understand incremental impact. True False

False

What is the main difference between RCT and A/B tests? RCTs have a control group; A/B tests do not. RCTs are performed by a Facebook representative while A/B tests are not. Results from RCTs provide the causal effect; A/B test results do not provide the true causal effect. RCTs measure conversion lift while A/B tests measure brand lift.

RCTs have a control group; A/B tests do not. | Results from RCTs provide the causal effect; A/B test results do not provide the true causal effect.

What is the minimum confidence level required to be considered reliable?

75%

``` Which of the following is the interface that allows you to create advertising tests and analyse their results? Test and learn Commerce manager Pages manager Business manager ```

Test and learn

Map the business goal of Awareness to its corresponding ad objectives. Traffic Brand awareness Video views Reach

Brand awareness | Reach

Read the following excerpt of a marketing strategy, then answer the question. "A government agency recently reported that 18-34-year-olds are more likely to live in urban areas. We learned from a research firm that they tend to have smaller yard lots. So, the type of plants, equipment and tools they purchase will need to work well in tighter spaces. In addition, outdoor living enthusiasts prefer lawn and garden products that are efficient and easy to use — products that allow them to enjoy the outdoors without adding too much extra work to their schedules." What types of marketing insights are covered within the excerpt? Select two. Advertising insights People insights Industry insights Prior campaign insights

People insights | Industry insights

Map the business goal of Consideration to its corresponding ad objectives. ``` Traffic Lead generation Video views Reach Messages ```

Traffic Lead generation Video views Messages

Map the business goal of Conversion to its corresponding ad objectives. Lead generation Catalog sales Video views Store traffic

Catalog sales

Map the business goal of Consideration to its corresponding ad objectives. ``` Conversion Engagement Catalog sales Traffic Reach ```

Engagement | Traffic

Map the business goal of Consideration its corresponding ad objectives. App installs Reach Catalog sales Traffic

App installs | Traffic

A media analyst for a garden centre observes a healthy uptick in online purchases from 18-34-year-olds during a recent client’s campaign. The insights show that 20% of the U.S. population, ages 18-34, report gardening as a leisure pursuit. What type of research might support this data? Select 2. This group is more likely to live in urban areas that have smaller yard lots. Outdoor living enthusiasts prefer lawn and garden products that are efficient and easy to use. 18-34-year-old customers primarily use the client's mobile app to browse the inventory. #urbangarden and #urbangardening each have over 1M posts on Instagram.

``` 18-34-year-old customers primarily use the client's mobile app to browse the inventory. #urbangarden and #urbangardening each have over 1M posts on Instagram. ```

Which of the following points to a causal insight and which points to a correlative insight? We ran two ads, and the ad featuring the celebrity wrestler was the clear winner. Our incremental measurement data is showing our customers converting within a week, after they have seen our Instagram feed and logged in for a free webinar.

Correlative | Causal

Which of the following points to a causal insight and which points to a correlative insight? We consistently sell out of umbrellas in April. We are looking to sell more umbrellas in March, and we are running a randomized control trial (RCT) to test the strength of our digital marketing program

Correlative | Causal

Match the insights with the stakeholder consideration categories. A former talent just signed a deal with a competitor. Global protest marches are scheduled for central business districts on Black Friday. Overall, people began shopping earlier for the holidays in 2019.

Creative Schedule Schedule

Match the insights with the stakeholder consideration categories. Sales went up 15% in the last quarter. Our TV spot is too long for the Facebook News Feed. Overall, people began shopping earlier for the holidays in 2019.

Budget Creative Schedule

Which two factors does the Facebook ads delivery system try to balance? Choose 2. Advertiser controls The learning phase A positive, relevant experience for people who see ads Value for advertisers

A positive, relevant experience for people who see ads | Value for advertisers

Map the business goal of Consideration to its corresponding ad objectives ``` App installs Reach Traffic Engagement Video views Ad recall Messages Lead generation ```

``` App installs Traffic Engagement Video views Messages Lead generation ```

What are the three main components of the delivery system? Choose 3. Auction Learning phase Pacing controls Advertiser controls

Auction Pacing controls Advertiser controls

Audience Networks ads are shown using the same targeting, auction, delivery and measurement systems as FB ads. Which of the below are true for Audience Network ads? To see an ad, people need to be logged into FB. Advertisers have no control over where their ads will be shown. Advertisers can see where the ads run via a delivery report afterwards. Ad objectives need to be compatible with Audience Network. A new set of adverts needs to be created and uploaded.

To see an ad, people need to be logged into FB. Advertisers can see where the ads run via a delivery report afterwards. Ad objectives need to be compatible with Audience Network.

Which of the following best describes the learning phase? The period during which the delivery system learns enough about your ad set to stabilise performance. The short period that occurs after your ad set has received approximately 50 results. A phase that happens after minor edits are made to your ad set. The period when a higher share of budget is spent on less stable performance, which results in a higher cost per results.

The period during which the delivery system learns enough about your ad set to stabilise performance.

Place the following steps of an ad's journey in the correct order. An ad auction winner is chosen based on its highest total value. A person scrolls through their News Feed. The person sees the ad that Facebook considers most valuable and relevant. Facebook determines advertisers' bids in an auction.

A person scrolls through their News Feed. Facebook determines advertisers' bids in an auction. An ad auction winner is chosen based on its highest total value. The person sees the ad that Facebook considers most valuable and relevant.

Which of the following is the correct equation for Total Value? [Advertiser Bid] x [Estimated Action Rates] x [User Value] = Total Value [Advertiser Bid] x [User Value] + [Estimated Action Rates] = Total Value [Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value [Advertiser Bid] x [Estimated Action Rates] / [User Value] = Total Value

[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value

Why is an ad's relevance important to an ad's performance? The more relevant your ad is to your audience, the more competitive it's likely to be in ad auctions. High total value scores are directly attributed to high relevance scores. Ad relevance is not important to an ad's performance. Signals for user value come directly from ad relevance.

The more relevant your ad is to your audience, the more competitive it's likely to be in ad auctions.

Which of the following may cause lower user value scores? Choose 3. Ads that link to fast landing pages with minimal barriers to page engagement Poor content experiences on landing pages Ads that link to web pages with poor user experience Ads that link to websites with slow load times

Poor content experiences on landing pages Ads that link to web pages with poor user experience Ads that link to websites with slow load times

Which of the following is true about Campaign Budget Optimization (CBO)? CBO is how we ensure that we spend your budget evenly over the schedule of your ad set. It's also a mechanism for helping us meet the cost goals of your bid strategy. CBO is a setting that limits how often ads can be shown to a person. CBO makes the most efficient use of your budget spending to get you the overall best results and ensure that the cost of those results aligns with your bid strategy. CBO is the period when the delivery system still has a lot to learn about an ad set.

CBO makes the most efficient use of your budget spending to get you the overall best results and ensure that the cost of those results aligns with your bid strategy.

If you wanted to spend your budget evenly over the duration of the campaign, which delivery method would you use? Standard Boosted Even Accelerated

Standard

Map the business goal of Conversion to its corresponding ad objectives. ``` App installs Lead generation Conversion Catalogue Store traffic ```

Conversion Catalogue sales Store traffic

Which of these ad formats are not available on Audience Network? ``` Banner ads In-stream videos Interstitials MPUs Native ads Stories Rewarded videos ```

MPUs | Stories

Match the appropriate pacing behaviours below. Spending is too fast = Bid is... Spending too slowly = Bid is... Spending is just right = Bid is...

reduced. increased. maintained.

When should you use Delivery Insights? When you want to see how adjustments to ad settings may influence your ad's performance. When you want a comprehensive look into your ad set’s performance. When you want to predict potential results in the auction. When you want to see how adjustments to budget may influence your ad's performance.

When you want a comprehensive look into your ad set’s performance.

Which of the following tools allows you to view the estimated daily results based on changes you make to budget, audience, bid amount and placements? Reach and Frequency Manager Estimated Daily Results Delivery Insights Business Manager

Estimated Daily Results

A company has developed a new e-cigarette device. The company is happy that many online discussion boards have been created for like-minded consumers to discuss e-cigarette interests and would like to promote the new product and generate sales online. Which type of tactic can the company execute through Facebook ads? Promote awareness of the product and generate direct sales from Facebook ads using any type of creative. Use product imagery for awareness, but can't sell products through Facebook ads. Connect consumers to blogs or groups for vaping-related interests that don't lead to sale of product. Sell products directly through Facebook ads using only product images.

Connect consumers to blogs or groups for vaping-related interests that don't lead to sale of product.

What’s the order for mapping business goals to ad objectives? Identify the active or passive action you want people to take, e.g. click on CTA, watch video, open Instant Experience ad etc. Identify primary goal of your campaign (Awareness, Consideration, Conversion). Choose ad objective that aligns with the action you want people to take.

Identify primary goal of your campaign (Awareness, Consideration, Conversion) Identify the active or passive action you want people to take, e.g. click on CTA, watch video, open Instant Experience ad etc. Choose ad objective that aligns with the action you want people to take

A retail advertiser has both physical store locations and an online ecommerce website. It implemented the Facebook pixel on its website, as well as standard events. The advertiser is launching a series of Facebook campaigns soon and wants to understand the consumer journey and conversions that have happened across channels. It also wants to report on which campaigns and what type of audiences are generating sales. What additional data source should the advertiser use to determine campaign performance? Facebook pixel Facebook SDK Offline Conversions Online Event Sets

Offline Conversions

An e-commerce retailer needs to reach customers with an offer available to existing customers only. The e-commerce retailer has the Facebook pixel installed across its site and is building audiences throughout the purchase journey. Which audience is the most appropriate? Page followers Lookalike Audience Custom Audience Interest-based audience

Custom Audience

Estimated Daily Results are available for the which of the following optimisation goals? ``` Engagement Reach App Installs Conversions Traffic All of the above ```

Engagement App Installs Conversions Traffic

What are benefits of the FB pixel? Measure results of your advertising Reach the right people Drive more sales Measure brand awareness natively

Measure results of your advertising Reach the right people Drive more sales

A new online-only skincare company launched a series of Facebook campaigns to increase awareness of its newest line of products. It saw positive results from the awareness campaigns and now wants to encourage people to request free samples of its products. The third phase of the company's marketing strategy is to create ads using the Catalog Sales objective and retarget people who have requested free samples. What should the advertiser do prior to creating its retargeting campaign? Upload events sets using the Offline Conversions API. Place the 'purchase' standard event across all website pages. Remove products from the existing feed so only new products are featured. Implement the Facebook pixel and standard events across the website.

Implement the Facebook pixel and standard events across the website.

An apparel company wants to launch a Facebook campaign using the Conversions objective. It will need to report on both purchase values and product type. What should the advertiser do? Implement the purchase standard event and add parameters for value and product type. Implement the purchase standard event, and create two custom conversions for value and product type. Create two custom conversions: one each for purchase value and product type. Create three custom conversions: one each for purchase, value, and product type.

Implement the purchase standard event and add parameters for value and product type.

An advertiser launched a campaign to increase traffic to its site with a secondary KPI of time on site, and notices a high bounce rate from people who came to the site from Facebook. The campaign is set up with a Traffic objective and optimise for impressions. How should the next campaign be set up to increase site visits? A campaign using the Traffic objective, optimised for landing page views A campaign using the Engagement objective, optimised for impressions A campaign using the Traffic objective, optimised for link clicks A campaign using the Reach objective, optimised for reach

A campaign using the Traffic objective, optimised for landing page views

How should the media planner advise the brand to evaluate performance using Campaign Budget Optimization? Set specific spend limits by ad set using lowest cost with a bid cap. Using campaign budget optimization, delivery is optimized to drive efficient performance and CPAs at the campaign level to be evaluated holistically with an expected variance in ad set level performance. Use campaign budget optimization with bid caps across ad sets to inform delivery as needed. Set specific spend limits by ad set using target cost bidding strategies for some control.

Using campaign budget optimization, delivery is optimized to drive efficient performance and CPAs at the campaign level to be evaluated holistically with an expected variance in ad set level performance.

A UK retailer has a new watch for young women interested in sports and outdoor activities. This new watch can be linked to an app on the smartphone to record the owner's fitness metrics. The retailer is using Audience Insights to help design a campaign on Facebook for this new product. Which of the following categories in Audience Insights would help the retailer understand its audience better? Location Device preferences Education Purchase behavior

Device preferences

A media planner needs to maximise predictable reach at a controlled frequency for an upcoming campaign. They need to optimise for ad recall. Which buying option and objective should the media planner select to meet the requirements? Reach and frequency with the Brand Awareness objective Auction with the Brand Awareness objective Reach and frequency with the Reach objective Auction with the Video Views objective

Reach and frequency with the Brand Awareness objective

A CPG food client is not achieving optimal frequency for its cereal product, and its purchase cycle is 10 weeks. It wants a more even frequency distribution, and to increase the likelihood that it will influence someone at the right moment during its purchase cycle. Which buying method and strategy should the media planner recommend? Auction with a 12-week campaign Reach and frequency with a 12-week campaign Reach and frequency with an 8-week campaign Auction with an 8-week campaign

Reach and frequency with a 12-week campaign

An advertiser has seen great success using Facebook and Instagram feed over the past six months, but is now noticing that the CPM increased and delivery declined. It uses a Custom Audience based on CRM data, as well as both videos and images. What solution should the media planner recommend? Automatic placements and Lookalike Audiences Instagram and Facebook feed placements and interest-based audiences Automatic placements and a narrower Custom Audience In-stream video placement and Core Audiences

Automatic placements and Lookalike Audiences

A brand manager needs its agency to recommend a Facebook strategy to generate awareness for a CPG product. The media plan must provide a list of all possible ad placements, platforms, websites and apps that an ad may be served on before any campaign is launched. The brand manager doesn't want to limit reach but prefers transparency over cost efficiencies. What placement selection should be used for this campaign? Facebook and Instagram feed to ensure proper brand safety Automatic placements and provide client with publisher list for pre-approval Facebook feed only to ensure proper brand safety Instagram and Facebook feed, Instagram Stories and Instant Articles

Automatic placements and provide client with publisher list for pre-approval

``` What are Facebook’s solutions for Randomised Control Trials called? Brand Lift Consideration Lift Conversion Lift Split testing ```

Brand Lift | Conversion Lift

A media planner needs to determine the optimal strategy for an upcoming brand campaign for its financial services client. The client has the following: - A 15-second video showcasing its new offering - A goal to generate the most completed video views while maximising its budget - A restriction not to exceed its cost-per-completed view benchmark Which optimisation and bid strategy should the media planner select? ThruPlay with cost cap ThruPlay video views with bid cap ThruPlay video with target cost ThruPlay video views with target cost

ThruPlay with cost cap

A luxury jewellery brand is launching its first necklace collection and wants to use Instagram campaigns with the carousel ad format to increase conversions. The plan is to show a different necklace in each carousel card, linking to the website. It is important to the client that the CPA does not exceed $50. It is not certain how it should bid to achieve the desired result. What bid strategy should the media planner recommend to the client? Lowest cost Target cost Bid cap Cost cap

Cost cap

An online game retailer starts an ad campaign because sales have decreased in a specific region. The retailer has only one video to use in all of its media mix, and it wants to attract new customers and establish a stronger brand in the region. Which campaign objective should the retailer use? Reach Engagement Video Views Brand Awareness

Brand Awareness

A well-known local banking brand plans to use video assets to make existing and potential customers aware of the main features of its newly launched debit card. The brand is unable to accept applications online and wants to get information about potential customers to connect through direct mail. Which campaign objective will achieve the brand's goal? Brand Awareness Lead Generation Video Views Local Awareness

Lead generation

A band releases a new album. After friends and family follow the band on Facebook, traffic to its website fails to increase. The band needs to increase the number of website album purchases and has implemented the Facebook pixel. Which campaign objective should the band use? Conversions Brand awareness Video views Traffic

Conversions

An online home accessories brand wants to generate in-store sales at its first store in Paris. The company wants this campaign to focus on attracting new customers. The current media budget is very limited. Additional information: - Audience: Women, ages 21-40 - Budget: $25,000 - Assets: ThruPlay video - Past customers: 25,000 - Placements: Facebook Feed and Instagram Feed What audience strategy should the media planner recommend? "People who live in Paris, from a Lookalike Audience of loyal customers" "People who live in Paris, from a Custom Audience of loyal customers" Core Audience of people living in Paris Lookalike audience of all website visitors who live in Paris

"People who live in Paris, from a Lookalike Audience of loyal customers"

A restaurant chain wants to drive new customers to its 25 locations around the country. It has a highly qualified list of 2,000 customers likely to enjoy the restaurants based on cuisine and budget. How should the restaurant structure its strategy? Use a Lookalike Audience with the Reach objective, and target the campaign to reach people in a radius around restaurant locations. Based on the results, consider using a Lookalike Audience. Use a Custom Audience with the Store Traffic objective, using offers and discounts Use the Reach objective around its store locations to reach the maximum number of people Use a Lookalike Audience within the Store Traffic Objective, and target the campaign to reach people in a radius around restaurant locations

Use the Reach objective around its store locations to reach the maximum number of people

A financial services advertiser in the United Kingdom has historically focused on increasing website visitors and encouraging people to bank online. The advertiser wants to transition its current customer base from using the website for online banking to using its new mobile app. The app launched two days ago but has experienced less than 100 app installs. The advertiser has the following resources: - Website with the Facebook pixel and standard events properly implemented - Mobile app with the SDK and app events properly implemented - A CRM database of current customers, segmented by those who do and do not currently use online banking - The media planner intends to create a campaign using the App Installs objective. What is the appropriate audience to use for this campaign? A Custom Audience of people who have installed the app A Lookalike Audience of people who have visited the website in the past 30 days A Custom Audience of people who currently use online banking A Lookalike Audience of people who currently use online banking

A Custom Audience of people who currently use online banking

An emerging beauty brand wants to start advertising with Facebook for the first time for its go-to market strategy. The company only has the following creative resources available: - 6-second videos (4:5 aspect ratio) - Static images (4:5 aspect ratio) What is the optimal mix of placements that the media planner should recommend? Instagram Stories, Instagram Feed, Facebook Feed Instagram Feed, In-Stream and Instagram Stories Instagram Stories, Facebook Feed and Right Column In-Stream, Facebook Feed and Messenger

Instagram Stories, Instagram Feed, Facebook Feed

An agency recently A/B tested two creative assets for a beauty advertiser's brand awareness campaign. A carousel of product images featuring a new line of lipsticks was tested against a 30-second video tutorial. The results showed that the ad set featuring the carousel performed better and had the lower cost per result. In previous campaigns the video outperformed images. The planner needs to find out if videos perform better than static images for this client. What creative strategy should be tested for the next campaign? The same carousel of images versus a shorter version of the original 30-second video A new carousel of images versus the original 30-second video tutorial The original 30-second video tutorial versus a 15-second version The same carousel of images versus a single image featuring a collage of products

The same carousel of images versus a shorter version of the original 30-second video

Which types of events can you set up and capture through the FB pixel? Standard events Custom events Standard conversion Custom conversion

Standard events Custom events Custom conversion

Use the Reach & Frequency buying method if you want to… …reach a wide audience …target small audiences and have small budget …target local areas …know the costs and delivery expectations upfront …cost efficient direct response outcomes, such as conversions or app installs

…reach a wide audience | …know the costs and delivery expectations upfront

An advertiser needs to reach 50% of its target customers a minimum of three times per week over four weeks. - The advertiser's target audience size is 2,000,000 people. - The advertiser is using the reach and frequency buying type and is able to control frequency accurately. - The CPM projected in reach and frequency is $5.00. - The advertiser is using Core Audiences for this campaign. What is the minimum budget required for the advertiser to meet its goal? $15,000 $30,000 $60,000 $120,000

$60,000

A small non-profit organization in the US wants to generate awareness with Facebook ads using the reach and frequency buying type. Additional information: - The organization wants to maximize its reach over a 3-week campaign, but this requires a budget of almost $2,500,000. - The organization's maximum budget is $1,000,000. - The organization keeps the two impressions per 7-day parameter. What are the effects of decreasing the budget to $1,000,000? (Choose 2) Overall reach will decrease Average frequency will increase Potential audience size will decrease CPM will decrease

Overall reach will decrease | CPM will decrease

A client is launching a new app and has a budget of $1,000,000 to promote the app using Facebook ads. Additional information: - Most effective frequency: 2 impressions per person Average CPM to reach the most valuable audience: $20.00 - Average percentage of people who install the app when they see 2 impressions: 5% - The media planner needs to follow best practices and use historical data to inform the strategy. How many app installs could be achieved when the campaign is optimized? 2,500,000 1,250,000 500,000 1,000,000

1,250,000

A small non-profit organisation in the US wants to generate awareness with Facebook ads using the reach and frequency buying type. Additional information: - The organisation wants to maximise its reach over a 3-week campaign, but this requires a budget of almost $2,500,000. - The organisation's maximum budget is $1,000,000. - The organisation keeps the two impressions per 7-day parameter. What are the effects of decreasing the budget to $1,000,000? (Choose 2) Overall reach will decrease Average frequency will increase Potential audience size will decrease CPM will decrease

Overall reach will decrease | CPM will decrease

1,250,000

An established CPG brand launches its first Facebook campaign. The campaign will be set up to: - Reach 70% of its desired audience of people ages 25-44. - Deliver at a frequency of twice per week. - Feature a variety of 6-second videos. - Measure the shift in purchase intent of its product. What should a planning professional recommend? Facebook Brand Lift test Facebook Analytics Facebook ads reporting Facebook Conversion Lift test

Facebook Brand Lift test

A company experiences a decline in purchases among its younger audience. This audience is the company's most profitable, due to frequency of consumption. Focus groups have provided feedback that the company's brand is perceived as "too old" and "boring". The company decides to schedule a rebranding campaign but does NOT understand how this audience consumes media. - Desired audience: Ages 13-25 - Purchases within desired audience: Down 20% YOY - Brand purchase intent: 15% of desired audience - Channels used previously: TV, press, radio, display What two steps should the company take to help develop its campaign? (Choose 2) Analyse the information about its desired audience using Audience Insights Create relevant posts and boost them to get more fans on its Page Use Ads Manager to understand which channels are most effective at achieving its goal Choose the Traffic objective to encourage customers to make a purchase on the website

Analyse the information about its desired audience using Audience Insights Use Ads Manager to understand which channels are most effective at achieving its goal

A fast food company uses a TV commercial asset for a video campaign to communicate its new product. The video average watch time is lower than its average video campaign. When segmenting the reports by placement, the video average watch time is 3 seconds for Instagram Stories and 12 seconds for Facebook News Feed. What should the company do to increase the video average watch time without decreasing the potential reach? Remove Instagram Stories from placements Use an adaptation of the TV commercial for vertical screens Use a 10 second version of the TV commercial on Facebook campaigns Pause the video campaign and create an engagement campaign with image ads

Use an adaptation of the TV commercial for vertical screens

A company experiences a decline in purchases among its younger audience. This audience is the company's most profitable, due to frequency of consumption. Focus groups have provided feedback that the company's brand is perceived as "too old" and "boring". The company decides to schedule a re-branding campaign but does NOT understand how this audience consumes media. - Desired audience: Ages 13-25 - Purchases within desired audience: Down 20% YOY - Brand purchase intent: 15% of desired audience - Channels used previously: TV, press, radio, display What two steps should the company take to help develop its campaign? (Choose 2) Analyse the information about its desired audience using Audience Insights Create relevant posts and boost them to get more fans on its Page Use Ads Manager to understand which channels are most effective at achieving its goal Choose the Traffic objective to encourage customers to make a purchase on the website

Analyse the information about its desired audience using Audience Insights Use Ads Manager to understand which channels are most effective at achieving its goal

Who should avoid Reach and Frequency buying? Campaigns with large target audiences. Campaigns with small target audiences. Campaigns with large budgets. Campaigns with small budgets

Campaigns with large target audiences. | Campaigns with large budgets.

What is the definition of a frequency cap? The minimum number of times your ad will be delivered to someone within a given period of time. The limit to the amount of times you can deliver your ad to someone within a given period of time. The maximum number of times your ad will be delivered to someone within a given period of time. The amount of time between each ad delivery.

The maximum number of times your ad will be delivered to someone within a given period of time.

If your creative message does not need to be delivered in any particular order or on any particular date, what type of delivery method should you choose? Specific Standard Sequenced Scheduled

Standard

For which of the following objectives would you recommend reach and frequency buying? Select the three best answers. App installs Reach Brand awareness Video views

Reach Brand awareness Video views

Below are the steps required to create a reach and frequency ad set. Click on each step and select the right number to put them in the right order. ``` Schedule your campaign Access reach and frequency from the initial screen in Ads Manager Select your placements Narrow down your audience Review and finalise your ad set ```

``` Access reach and frequency from the initial screen in Ads Manager Schedule your campaign Narrow down your audience Select your placements Review and finalise your ad set ```

What are the core capabilities of Campaign Planner? Easily share plans. Create and compare plan versions Purchase plans Predict reach and frequency

All of them

Who is Campaign Planner intended for? Select two best choices. Media Planners Project Managers Facebook Marketing Partners Business Owners

Media Planners | Facebook Marketing Partners

Match the grace periods for submitting ads by the scheduled start time. Up to 1 day campaign length 1-2 days campaign length 3+ days campaign length

= 6 hours grace period = 12 hours grace period = 24 hours grace period

At what stage of the ad creation process can advertisers set targeting options? Ad level Campaign level Ad set level Ad account level

Ad set level

If you are seeking to reach people living in, or recently lived in a location, which location-based audience would you request your ads be delivered to? Local Visitors Everyone New Residents

Everyone

Behaviour targeting lets you reach people based on which of the following? Device usage Pages and Posts Other activity on Facebook platforms Interests

Device usage | Other activity on Facebook platforms

You work for a mobile game development company. Which targeting type may help you reach your target audience most effectively? Digital Activity Demographic Mobile device user Location

Mobile device user

What is the percentage of people that are in both selected audiences referred to as? Core audience Audience exclusion Custom audience Audience overlap

Audience overlap

In order to create a Custom Audience based on visitors to your website, what should you add to your site's code? Facebook pixel Facebook SDK SSL data hashing iOS IDFAs

Facebook pixel

True or false: You only create a Custom Audience when you want people in that audience to see your ad (i.e. be included in your campaign). True False

False

True or false: If someone makes a purchase from you over the telephone, it's not possible to add them to a Custom Audience in the future. True False

False

What is a primary use case for Lookalike Audiences? To drive conversions by targeting customers who visit your website or use your app To reconnect with and remarket to existing customers and clients To help you target ad delivery to people similar to ones they already know To maximize the reach and relevance of targeting ads to Facebook audiences

To help you target ad delivery to people similar to ones they already know

Which of the following can be used as seed audiences? (Choose two) A Page A Core Audience A Custom Audience An Audience Segment

``` A Page (= Page Engagement) A Custom Audience ```

Which is true of a Lookalike Audience created with an audience size of 2? There will be a significant overlap between the seed and the Lookalike. There may not be substantial overlap between the seed and the Lookalike. It can only be used to target people living in a single county. It's ineligible to be combined with value-based targeting from customer lists.

There will be a significant overlap between the seed and the Lookalike.

Which of the following statements about data and insights is correct? Data is the raw information that allows you to determine insights. You need to have insights before you can get data. Data alone allows you to improve your marketing strategy. Insights are raw information.

Data is the raw information that allows you to determine insights.

Which of the following is an example of a reporting tool? A dashboard in Facebook Analytics A brand lift study on Test and Learn Split testing Nielsen Brand Effect

A dashboard in Facebook Analytics

Which of the following is NOT a point along the measurement journey? Determine how Facebook fits in the media mix Optimise Facebook to work harder Focus on proxy metrics for Facebook ad campaigns Understand results Facebook currently generates

Focus on proxy metrics for Facebook ad campaigns

We recommend choosing Automatic Placements so we can optimise your ads for the lowest cost. What are the additional benefits of using Automatic Placements? You have precise control over which placements are used Your ad will be viewed across Facebook's entire family of apps. You have the potential to reach more people. You get more results for the same budget.

Your ad will be viewed across Facebook's entire family of apps. You have the potential to reach more people. You get more results for the same budget.

An auto dealership has a new line of cars they want to showcase to their customers. They want to integrate a 15 second video with 20 images of each car to increase consideration. Which ad format might work best for this business? Slideshow Single image Video Collection

Collection

What is the Facebook pixel?

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising and understand the actions people take on your website.

What can the FB pixel help you with?

Make sure your ads are being shown to the right people. Build advertising audiences. Unlock additional Facebook advertising tools.

What can you do with the FB pixel?

Reach the right people: find new customers, retarget website visitors, create lookalike audiences. Set up automatic bidding to reach people more likely to take an action. Measure the results of your ads.

What does the FB pixel do?

Pixel also allows you to capture specific "events". Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). When someone takes an action on your website, your Facebook pixel logs it as an "event".

What options do you have to install the FB pixel?

Option 1: Connect a Partner Platform (e.g. Magento, Eventbrite) Option 2: Manually Install Pixel Yourself Option 3: Email Instructions to Developer

What are Standard events?

Actions Facebook recognizes and supports across ad products. Examples of standard events include Complete Registration, Search and Add to wishlist.

What are Custom events?

Actions that fall outside those covered by Facebook's standard events. Used to build Custom Audiences and don't support optimization and attribution unless mapped to a custom conversion. Add custom events to the website code, just like standard events, but with custom events, they can be named anything other than the standard event names.

What are Custom conversions?

Custom conversions enable you to segment your event information based on values, event types, custom information fields and other characteristics for more detailed reporting in Ads Manager. Create a custom conversion by building rules that define the unique, high-value activities that are important to your business. Your custom conversion will then be applied to your offline event set. The most common custom conversion is a URL based custom conversion, e.g. visit the thank you page.

Why create Custom Audiences?

Custom Audiences from your website is an option that uses the Facebook pixel to match people who visit your website with people on Facebook. There are two main ways to use Custom Audiences: - Refocus on website visitors - Find new customers through Lookalike Audiences

What rule options do you have to create Custom Audiences and how many rules can you combine?

All website visitors People who visited specific web pages Visitors by time spent (can be narrowed down to specific URL) You can combine up to five rules.

Which ad wins in a Facebook auction?

All ads on Facebook compete against each other, and the system selects the ad that creates the most total value as the winner. The winning ad maximizes value for both the advertiser and the person being advertised to.

What are the key components of the auction delivery system?

Auction Pacing Advertiser controls (inputs that guide the auction and pacing systems)

What is referred to as the learning phase?

The learning phase is when the delivery system hasn't learned enough for performance to stabilize. It occurs when you create a new ad set or make a significant edit to an existing ad or ad set. Ad sets exit the learning phase when their performance stabilizes.

How long does the learning phase last?

Ad sets usually exit the learning phase after they receive approximately 50 results within 7 days. (A smaller share of budget spent in the learning phase typically results in a higher share of budget spent on stable performance and a lower cost per results. For this reason, FB recommends that you set up each ad set to get 50 results in 7 days.)

What's the formula that determines the winning ad in an auction?

[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value User value seeks to optimise the experience for people on FB.

What factors does user relevance consider?

User value considers relevance and ad quality.

True or False: FB considers relevance score in its Total value calculation in an auction

False Relevance score is a user value indicator and shows how people are reacting to your ad.

What are user value signals made up of?

How people interact with organic content | How people interact with paid content (ad quality panel; predicted engagement; post-click experience; repetition)

What can you do to improve user value?

Increase website's loading time | Increase content experience (avoid negative ad experiences incl. Ad Policies)

How do you get charged in an auction?

Your advertising goal will also help determine your bid strategy. CPM (cost for every 1000 clicks on an ad) CPC (each time someone clicks the ad) CPA (the cost to acquire a customer who takes action)

True or false: in order to be competitive against another type of optimisation you have to raise your bid.

False Facebook converts all bids to an estimated CPM (eCPM) so that they can compare ads with different optimization goals.

True of False: Ad relevance factors into user value, which further contributes to Total Value.

True

True or False: Ads that win the auctions are those considered to have the lowest Total Value.

False

What is Campaign Budget Optimization?

All campaigns use Campaign Budget Optimization (CBO). It automatically and continuously makes the most efficient use of your budget spending so that you get the best overall results at a cost that aligns with your bid strategy.

What is the purpose of pacing?

Pacing allows FB to serve an ad to valuable people throughout the campaign lifetime rather than exhaust the budget within a few hours (standard vs accelerated delivery)

What is Standard delivery and how does it work?

Standard delivery is designed to spend your budget evenly over the duration of the campaign using a method called discount pacing. Discount pacing is a method through which FB essentially lowers your bid to a level that will just spend the budget over the campaign duration so that you can capture more opportunities at more efficient costs.

What is Accelerated delivery and how does it work?

Accelerated delivery spends budget as quickly as possible by entering every opportunity under your bid cap into the auction.

Who should consider Accelerated delivery?

Advertisers with bigger budgets - who want to reach people quickly - with time-sensitive campaigns

What bid strategies are available on Facebook?

``` Lowest cost (auto bid) Cost cap Bid cap Target cap Value optimisation with min. ROAS Highest value ```

True or False: Lowest cost bid strategy gets you the most results for your budget at the expense of cost control.

True

What does a bid represent?

A bid represents what you're willing to pay to achieve your desired result from someone in your target audience. Your bid is the NOT the cost of your chosen optimisation event. If you want to directly control for the cost of an outcome, then use cost cap or target cost.

What's the difference between cost cap and target cost?

Both use an average cost control as a benchmark, i.e. cost controls apply to your average cost per optimisation event, so our system can pursue opportunities across auctions at a wider range of costs. A cost control using target cost bid strategy is an amount we try to stay close to even if there are lower cost optimisation events available. A cost control using cost cap bid strategy is an average amount we try to stay under while still getting you the lowest cost optimisation events first.

What's the difference between cost cap and bid cap?

A cost control using cost cap bid strategy is an average amount we try to stay under while still getting you the lowest cost optimisation events first. Bid controls limit what we can bid in every auction, i.e. they are less flexible, which means they're more likely to constrain delivery than cost cap. We recommend a bid control over a cost control only if you must control the cost of every optimisation event you get.

True or false: The more control you maintain over costs, the more constraints you place on our platform to find lower cost opportunities for your desired outcomes.

True

Name the cost control bidding strategies: 1. Best for controlling bids in the auction (bid is different than the cost per result) 2. Best for getting the most volume (costs may increase as budget increases) 3. Best for getting consistent costs (costs stay fixed as budget increases; might forego cheap results)

1. Bid cap 2. Cost cap 3. Target cost

Select which bids are set by the advertiser. Lowest cost Cost cap Bid cap Target cost

Bid cap

What do you use Delivery Insights for?

For a comprehensive look into your ad set’s performance. The dashboard metrics provide data and guidance to help you interpret fluctuations in performance and decide what to do about it.

What are the requirements for accessing Delivery Insights?

Active ad set Been live in the past 7 days Have at least 500 impressions Have been running for at least 5 days

What does Estimated Daily Results provide and what can you do with it?

Tool predicts potential results in the auction With this information, you can adjust your daily budget to see predictions for your campaign's potential reach and outcomes before you commit to a budget.

Select the estimates for the objectives that are available from Estimated Daily Results? ``` Traffic Reach Engagement Conversions Lead generation App Installs Video Views ```

``` (TEALVCon) Traffic Engagement App Installs Lead Generation Video Views Conversions ``` Use Reach & Freq for optimising for Reach.

True or false: The minimum number of people required for buying Reach & Frequency is 300,000.

False, it's 200,000

Reach & Frequency buying gives you more predictability over: ``` Spend per day Placement distribution Audience targeting Reach and CPM Frequency ```

Spend per day Placement distribution Reach and CPM Frequency

True or false? For reach and frequency campaigns, the cost is always CPM, meaning you'll pay per thousand impressions.

True

True or false? You use sequenced delivery when want to deliver a message that relates to the day it's delivered.

False, you use sequenced delivery.

What is a frequency cap?

The maximum number of times your ad will be delivered to someone within a given period of time.

What is Campaign Planner?

Campaign Planner is a standalone interface for creating, comparing and sharing reach and frequency media plans for reach and frequency campaigns.

True of false: Campaign Planner supports predictions for auction and reach and frequency planning.

True

What are the performance columns in Ads Manager good for?

The performance columns in Ads Manager can provide campaign metrics at a glance and are customisable.

Select the default performance columns for campaign metrics. ``` Reach Impressions Frequency Conversions Cost per result Live ```

Reach Impressions Frequency Cost per result

What is Facebook Campaign Structure?

Campaign Level Ad Set Level Ad Level

What is the Campaign Level?

It's the foundation of your ad. The campaign level allows you to select your advertising objective as well as your buying options.

What are the things you can adjust at the Campaign Level?

Buying options: Auction or Reach & Frequency Campaign objectives: > Auction - Awareness: Brand awareness & Reach - Consideration: Traffic, Engagement, App installs, Messages, Lead generation, Video views - Conversion: Conversion, Catalog sales, Store traffic > Reach & Frequency - Awareness: Brand awareness & Reach - Consideration: Traffic, Engagement, App installs, Video Views - Conversion: Conversions > Split test & Campaign spend - Auction: Split test, Spend limit, Name - Reach & Frequency: Name

What Is The Ad Set Level?

The Ad Set level tells your ad how to run and allows you to define your audience, budget, scheduling of ads, bidding options, placement and offers (if you have any)

What are the things you can adjust at the Ad Set Level?

``` Audience Budget Bidding options Placement Offers Scheduling of ads ```

What are the things you can adjust at the Ad Set Level?

https://markeko.com/facebook-campaign-structure-difference-auction-reach-frequency/

What Is The Ad Level?

Your ad is what your customers or audience will see. The Ad level allow you to define all creative, call to actions and links to URLs for your ads.

What are the things I can modify at the Ad Level?

https://markeko.com/facebook-campaign-structure-difference-auction-reach-frequency/

Which component in Ads Manager's dashboard allows you to see more detailed dimensions of how your ad performed by time, delivery or action? Columns drop-down Filter Breakdowns Search

Breakdowns

When you customise columns for Ads Manager, in which section do you select your new metrics? Middle Left Right Bottom

Middle

What is an example metric for the ad objective Brand Awareness?

Estimated Ad Recall Lift (people) | Also for: Video Views, Engagement

What is an example metric for the ad objective Reach?

Reach (number of people that saw your ad at least once)

What is an example metric for the ad objective Traffic?

Link Clicks (for websites and Messenger)

What is an example metric for the ad objective Engagement?

Post Engagement

What is an example metric for the ad objective App installs?

Mobile App Installs

What is an example metric for the ad objective Messages?

3-Second Video Plays

What is an example metric for the ad objective Lead generation?

Leads (Form)

What is an example metric for the ad objective Video Views?

New Messaging Conversations

What is an example metric for the ad objective Conversions?

Conversion Event (for websites and Messenger)

What is an example metric for the ad objective Catalog sales?

Website Conversions (recorded and attributed)

What is an example metric for the ad objective Store traffic?

Store Traffic

Where in Ads Manager can you find your reports? Automated Rules Catalogs Ads Reporting Events Manager

Ads Reporting

Which types of audiences does Facebook offer? ``` Core Audiences Mobile Audiences Custom Audiences Standard audiences Lookalike Audiences ```

Core Audiences Custom Audiences Lookalike Audiences

What are the elements of a Core Audience?

``` Demographics Locations Age Gender Languages Detailed targeting (all demos, interests and behaviours) ```

How many ways are there to define audiences based on location, what are they and what do they mean?

4 Everyone: People living in or recently in this location Local: People who live in this location New Residents: People recently in this location Visitors: People traveling in this location

What is the maximum radius for targeting based on location?