Pass the Facebook Media Buying Professional 410-101 Questions and answers with ExamsMirror

The client has three specific objectives:

Build brand and product awareness to new audiences.

Spur online sales of new watch.

Get people who've bought the smartwatch to download and use their new mobile app.

In order to achieve these objectives, you should prioritize the following strategies for the product launch:

Use videos on Facebook Feed to increase awareness, and use re-marketing strategies to people who have viewed a specific % of the videos (Objective #1 and #2).

Use attention-grabbing video ads on Instagram to new audiences, this will allow you to re-market campaigns to website on people who have seen more than a specific % of a video (Objective #1 and #2).

Create app install campaigns so that people will download their mobile app (Objective #3).

You should never optimize conversion campaigns unless you have at least 500 events. The number of events you are getting at each stage of your funnel are key here:

4,000 Lead Events => you can run conversion campaigns to new audiences.

300 Add To Cart Events => you need to run traffic campaigns to custom audiences (web visitors).

121 Initiate Checkout Events => you need to run traffic campaigns to custom audiences (web visitors).

48 Purchase Events => you need to run traffic campaigns to custom audiences (web visitors).

Therefore, the only two strategies that apply in this case is to run conversion ads to new audiences to the "Lead Event" and traffic ads to people who have stayed at one of the other events to move them ahead in your client's online sales funnel.

ROAS = (# of new customers acquired from Campaign x Long-term Value of a New Customer) - Cost of Ad Campaign

# of new customers => 64

Long Term Value for new Customers => is comprised of two parts:

#1 Sales of the consumer watch: 64 * 250 = $16,000 

#2 Sales from subscriptions: 64 customers * $0.99 monthly fee * 12 months * 50% = $380.16

Total LTV = $16,380.16

Cost of Ad Campaign = $11,958

ROAS = $16,380.16 - $11,958 = $4,422.16

Here is a list of how Facebook Measurement Partners can help:

Partner Lift: Facebook's Partner Lift integrations leverage best-in-class vendors to measure lift in sales using partner-based ROI measurement solutions.

MTA Partner Program: Facebook offers an MTA Partner Program that enables multi-touch attribution (MTA) partners to provide people-based MTA reporting across all publishers, including Facebook.

Marketing Mix Modeling (MMM) Partners: Enable partners to better measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.

Mobile Measurement Partners (MMPs): Work with one of our Mobile Measurement Partners to see aggregated reporting across multiple ad networks, powered by Facebook attribution data.

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?

Return on Ad Spend (ROAS) measures gross revenue generated directly for every dollar spent on the advertising campaign:

ROAS = Revenue From Ad Campaign / Cost Of The Ad Campaign

A more accurate way to calculate ROAS when you have recurring revenue is with the following formula:

ROAS = (# of new customers acquired from Campaign x LTV of a New Customer) – Cost of Ad Campaign

In this case, you would need the following info:

# of new customer => 9

LTV of new customers => 6 * $15 = $90

Cost of Ad Campaign => $400 

ROAS = 9 * $90 - $400 =  $410

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.

10-Second Video Views

The number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first.

How It's Calculated

The metric counts when your video was watched for an aggregate of 10 seconds or more, or to 97% of its length, whichever happened first. (Example: if someone watches a 5-second video for 4.85 seconds, or a 10-second video for 9.7 seconds, that counts as a 10-second video view.) People frequently drop off before the true end of a video when credits roll or content fades out, so 97% is considered to be the video’s full length.

CPVC - Cost per video completion

Cost per video completion (CPVC) is a metric that will show up on your exam. Most CPVC optimization will be video view campaign objective.