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

Facebook converts all campaigns into an effective CPM (eCPM) to enable comparison between ads with different optimization goals. 

There are 3 different formulas for calculating the eCPM:

1. Optimization goal: impressionseCPM = Advertiser bid per impression

2. Optimization goal: clickseCPM = (Advertiser bid per click) x (estimated click-through rate) x 1,000

3. Optimization goal: actions (besides clicks)eCPM = (advertiser bid per action) x (estimated click-through rate) x (estimated conversion rate)* x 1,000

Bidding strategies help you control the overall spent with budget constraints.

There are basically two bidding options: Lowest Cost or Target Cost

1. Lowest Cost

The lowest cost bidding strategy tells Facebook to get the lowest possible cost per result, while also spending your entire budget. 

2. Target Cost

The target cost bidding strategy tells Facebook to get as close as possible to your cost target. This option is only available for app installs, conversions, and catalog sales marketing objectives.

In this case you need to have a "Lowest Cost" strategy as you want to achieve the following:

- Limit the app install at $9.00

- You know you can't afford a higher cost of $9.00 as it won't be profitable for your client

Keep in mind that lowest cost budget will achieve your costs results but might not get you results as you might be bidding lower than the auction requires for your ad to be competitive.

You should start with lowest costs and then could potentially move to target cost once you've achieved at least 50-75 app installs and you have a better understanding of real costs for your client. 

You should also move to target costs if you are not getting enough app install results with your first campaign.

Brand marketing is geared towards top of the funnel marketing. In other words, cold audiences or new markets that have not interacted with a brand or product.

Marketers are looking to optimize scalability and reach. They are NOT optimizing for specific conversions; only reach, frequency and budget.

Direct Response marketing is geared towards the bottom of the funnel marketing. In other words, warm audiences or users who have interacted with your website, Fan Page or mobile app. 

Marketers are looking to optimize for specific results: online sale, lead acquisition, and so on.

It's a newly-built website. In other words, you don't have pixel events registered in your account, or the customer has not generated enough data to launch conversion ads.You want to start first bringing traffic to the website so that you can then launch conversion ads. 

The first task is to run traffic ads to female customers as they are your largest customer base.

The main insights you should be looking from a database of customers you've uploaded should be several things:

Demographics: Information regarding the customer database, age, gender, age-groups, lifestyle, relationship status, education level, and job title.

Page Likes: Information regarding top categories or other fan pages that people interact with.

Location: Region, country or city for your customer database. Language that they speak.

Activity: Device that they use to access Facebook and activity levels they have interacting with Facebook content.

Household: Income, household price/size/market value, spending methods, and habits. 

Purchase: Purchase behavior on several fronts. 

For this case study, you want to look at top categories, location, and spending methods that they have in order to better segment your next core audience.

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.

You can create a pixel, and connect it to your website, to:

Make sure your ads are shown to the right people, on the right devices, at the right moment: Knowing how people use your website can imply what they're likely to do next. This helps Facebook deliver ads to the people most likely to take the action you want them to take.

Build effective advertising audiences: With Custom Audiences, you can show your ads to people based on how they've already interacted with your website. Using Lookalike Audiences, you can target ads to brand-new people based on their similarity to established visitors and customers.

Measure cross-device conversions: See how customers move between devices while engaging with your content — and determine what devices they are most likely to convert on.

Unlock additional Facebook advertising tools: Web conversion campaigns, Custom Audiences from your website, dynamic ad delivery, and metrics such as cost per lead or cost per conversion are only available to advertisers who've installed pixel on their websites.

Better evaluate your return on ad spend by more precisely attributing online behaviors to your Facebook, Instagram, Messenger, and Audience Network ads.

Pixel can enable powerful, actionable, and cost-saving adjustments to ad delivery — such as only displaying brand awareness campaigns to people who've never visited your website, or offering limited-time discount codes to people who've abandoned online shopping carts.

The number of days between the moment a person viewed or clicked your ad and then subsequently took action is called an attribution window.

Facebook reports ad actions based on views of your ad and clicks on your ad:

Clicks: A person clicked your ad and took action. This is called click-through attribution.

Views: A person saw your ad, didn't click it, but took 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.

The client has two objectives:

1. Move website users to the mobile app.

2. Create new mobile app downloads from new users.

For the first objective, you want to create a custom audience based on your client's customer base in order to move website users to install the mobile app. 

For the second objective, you want to reach out to people who have interacted with the brand before and new potential users. In this case, your best option is to market to fans who have interacted in the past 90 days and also a new audience based on the current customer base.

Your maximum ad spend will be $10,000. Keep in mind that Facebook used to have a +25% over your budget limit; however, it now stops at your campaign or account limit.

Keep in mind that you HAVE to set up an account or campaign limit in order for Facebook NOT to go over your budget.