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

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Viewing questions 21-30 out of questions

Questions # 21:

You have been running a campaign for a week with the following results:

You would like to optimize your campaign for maximizing ROAS.

Which campaign has the highest and which has the lowest ROAS?

(Select two that apply)

Choose ALL answers that apply.

Options:

Campaign #1 has the highest ROAS of 63.20

Campaign #2 has the lowest ROAS of 1.87

Campaign #3 has the lowest ROAS of 1.87

Campaign #2 has the lowest ROAS of 1.72

Campaign #3 has the lowest ROAS of 9.95

Campaign #3 has the highest ROAS of 63.20

Questions # 22:

What are all the different campaign objectives that you can use a target bid for?

(Select all that apply)

Choose ALL answers that apply.

Options:

Traffic

Lead Generation

Messages

Store Visits

App Installs

Page Likes

Questions # 23:

What is the benefit of setting bid caps for your campaigns?

Choose only ONE best answer.

Options:

Get as many results for your full budget as possible

Keep your cost per result below a certain amount

Optimize campaign for best cost per result

Allow Facebook auction to evenly distribute campaign budget

Get a specific target price for your campaigns

Answer

Explanation

Setting a bid cap can save your ad set from overspending for an event but, at the same time, if you set your cap too low Facebook may struggle to spend your budget, and this will negatively impact the distribution of your ad.

If your primary goal is to get as many results for your full budget as possible, you should not use a bid cap. If your primary goal is keeping your cost per result below a certain amount, go for the bid cap strategy.

To start setting your bid cap use an average cost per result from prior campaigns and a daily budget that is at least five times higher than your bid cap. This is because Facebook needs at least 50 events (the learning phase) within a week to properly optimize.

If you don’t set a Bid Cap, Facebook will use the Pacing method to optimize your bid for the best results.

Pacing gives Facebook the flexibility to get you the best available results for your goals.

If you choose the lowest cost bid strategy Facebook will raise or lower your bid on an auction-by-auction basis; it’s called “discount pacing.”If you pick the target cost bid strategy, Facebook’s pacing will consist in deciding which auctions to enter and which to skip; this is the “probabilistic pacing.”

Since you’re trying to get the lowest cost per optimization event possible, Discount pacing lowers your bid when appropriate to help you get the least expensive results available. This is balanced against ensuring Facebook spends your full budget by the end of your ad set’s lifetime.

Here’s a simplified chart showing how this works with a $10 bid cap:

Since the target cost bid strategy is about stability rather than lower costs, Probabilistic pacing enters your ad set into only a selection of auctions based on the likely cost of their optimization event. Here’s a simplified chart showing how this works with a $10 cost target:

In practice, budget pacing and bid pacing are one process. Facebook adjusts your bid or which auctions it enters based on how much budget and time are left for your ad set.

Similarly, Facebook may increase how much budget it spends if there’s an opportunity to get many optimization events with costs aligned with your bid strategy.

Facebook may also decrease how much budget it spends if there are few available optimization events with costs aligned with your bid strategy.

Questions # 24:

You need to increase traffic to a fashion magazine with your current campaigns. You are trying to decide whether to use landing page view or custom conversion.

How is a landing page view different from a custom conversion?

(Select all that apply)

Choose ALL answers that apply.

Options:

Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)

Uses the ContentView event, so it's available as part of the Facebook pixel base code

Uses the PageView event, so it's available as part of the Facebook pixel base code

Can occur multiple times per link click / view

Has a fixed long 45 days attribution window

Questions # 25:

An ecommerce site wants to increase conversion along their sales funnel. They've implemented several pixel events that are working properly; however, they are concerned that conversion costs are high and there is audience overlap.

They've verified with the Facebook pixel helper and events are working properly.

They have the following events on their site: ContentView, AddToCart, InitiateCheckout and Purchase

Two core audiences have campaigns running for traffic objective

All pixel events have remarketing campaigns

What changes and suggestions to your audiences can you make in order to reduce audience overlap?

(Select three that apply)

Choose ALL answers that apply.

Options:

Your InitiateCheckout audience should exclude the core audiences.

The ad set running the purchase event should exclude all purchase events from last 30 days.

The ad set running the AddToCart event should include all InitiateCheckout and Purchase events from last 60 days.

The ad set running the Purchase event should include InitiateCheckout and AddToCart events from previous 60 days.

You should use Audience Overlap to make sure there is no overlap between the two saved/core audiences you are using.

Questions # 26:

You have a client's customer database with 500,000 entries from the past 5 years.

Here is the list of information you have for each entry:

- Email

- Phone Number

- Age

- Value

- Currency

- Customer Lifetime Value

The client wants you to build a lookalike audience based on customers who have profited the most during a specific timeframe. Customers usually stay with your client for 2 years.

What data do you need from the entries, and what type of audience would you build for this exercise?

Choose only ONE best answer.

Options:

You would need the email, phone number, and value. With this information, you could build a value-based lookalike audience.

You would need the email, age, and customer lifetime value. With this information, you could build a value-based lookalike audience optimized for reach.

You would need the email, age, and customer lifetime value. With this information, you could upload a custom audience and market to them.

You should upload all of the information from customers. You can then build a custom audience with the entire database. With this database then build a similar audience to target the most profitable customers.

You first need to segment the database based on the Customer Lifetime Value. With this data segmented, you should then build a custom audience and then use this as a seed audience to build a similar one optimized for similarity.

Questions # 27:

An online membership site has built two different core/saved audiences in order to reach the same niche market through two different forms of segmentations.

Your social media manager has been running ads for 2 weeks, but it seems like one campaign is using 80% of the total budget.

When you compare both audiences, there is an 84% audience overlap.

What should you do next to optimize the campaign?

Choose only ONE best answer.

Options:

You should stop using the audience where you are spending 20% of the budget.

You should unify both audiences into one, as your ad sets are competing with each other.

You should stop spending more money on the audiences where you have spent 80% of the budget.

You should continue running the ads, as they are working properly.

Questions # 28:

You've launched a campaign with the following characteristics:

You are targeting two different audiences: a core audience and a lookalike based on your customer database

The campaign is running two ad sets

You are optimizing for CPM

The campaign is running two different images with text that covers less than 20% of image size

After two weeks you realize that the CPM in Instagram are considerably higher on both ad sets than Facebook; however, only 20% of the budget was spent on Instagram. You want to gauge better Instagram performance and true CPM.

How do you optimize your campaign to achieve this goal?

(Select two that apply)

Choose ALL answers that apply.

Options:

You should create a third ad set with a lookalike audience.

You should turn off Facebook placement from one ad set.

You turn off Facebook placement from both ad sets.

You should turn off Instagram placement from both ad sets.

You should create two new ad sets with Instagram as the only placement.

You should join audiences into one ad set and run a new campaign with Instagram.

You should switch your optimization from CPM to video views.

Questions # 29:

You've been running a reach campaign for a CPG client for the past 3 weeks; however, your campaign is underperforming. Here is some information for the performance of your campaign:

You have two images running within same ad set with high CTR

You've set up Facebook, Instagram, and Messenger as your placement

You have a total budget of $10,000 for a 4 week campaign

You've spent a total of $4,834.73 in the past 3 weeks

Instagram placement has an average CPM of $1.24 and Facebook average CPM is $1.16

What changes should you make to your campaign in order to achieve your goal?

(Select the two best options)

Choose ALL answers that apply.

Options:

Change the optimization to daily unique reach.

Include Audience Network as additional placement

Add three new images into the ad set

Change optimization from standard delivery to accelerated delivery.

Change the campaign objective to engagement.

Questions # 30:

Your client has 14 stores in different cities. They are launching a new product line and would like to reach young female professionals with a 30 second video. They would like to measure the results of the campaign with ad recall lift.

What manual placement should you select for the campaign?

Select two of the following options:

Choose ALL answers that apply.