Facebook Media Buying Professional 410-101 Questions & Answers

• Question 1:

  The agency your are working at just landed a big client. A record label who works with up-and-coming

  artists and has successfully launched careers of several artists.

  You are on the team responsible for the launch of a new album recorded by an up-and-coming rock band.

  They also plan to hold a multi-city tour in the next 4 months.

  The record label has realized that in order to sell-out concerts, they need to maximize reach to audiences

  interested in "rock" for 1 month with multiple ads prior to the concert. You have video and image content as

  creative.

  What are some of the recommendations you make for running these ads?

  Choose ALL answers that apply.

  A. You should use reach and frequency buying option and set frequency between 5-6 per week.

  B. You should build a core audience based on people interested in rock related topics.

  C. You should build a custom audience based on people interested in rock.

  D. You should use reach and frequency buying option and set frequency between 3-4 per week.

  Correct Answer: AB

• Question 2:

  You finalize analyzing the customer base and found this additional information:

  -

  They are married, city-dwellers between ages of 25-34, predominantly female who are interested in shopping and fashion.

  -

  They are tech-savvy and primarily use iPhones to make online purchases.

  -2/3 of the customer base is from Los Angeles.

  -75% of women from the current customer base make on average one online purchase for apparel a month.

  Knowing this information, what strategies would you do next?

  Choose ALL answers that apply.

  A. Build a new core/saved audience based on married women who are interested in high-end fashion brands.

  B. Build a similar audience of 1% based on the current customer base for Los Angeles, San Francisco, and San Diego.

  C. You should invest more than 50% of your budget in Los Angeles.

  D. Run conversion ads to the website for the new product launch to women.

  Correct Answer: ABC

  It seems like the majority of the customer database are married women, between ages 25-34, who live in

  Los Angeles, and like fashion and shopping.

  You should use this information as a baseline to build your next core audience.You should also build a

  similar audience based on this new information on the three cities where the stores are at: Los Angeles,

  San Francisco, and San Diego.

  More than 66% of the customer base is in Los Angeles, so you should definitely allocate more than 50% of

  your budget to this market. Unless the case said it wanted to grow specific areas, you need to allocate

  budget according to the data in your analysis.

• Question 3:

  What other insights from your client's customer base should you be looking for, before you create a core/ saved audience from this dataset?

  Choose ALL answers that apply.

  A. You should look at top categories and see what other pages people follow and interact the most so that you can use those same categories with your new core audience.

  B. You should see who from that customer base is also connected to your client's fan page.

  C. You should go into location and see where current customers are really from.

  D. You should understand what spending methods (in-store or online) your current customer base has in order to define whether you launch conversion ads or store visit ads.

  Correct Answer: ACD

  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.

• Question 4:

  What strategies should you follow to prepare the marketing campaigns you will launch in 4 months?

  Choose only ONE best answer.

  A. You should analyze the current customer base so that you can then build a custom audience based on the insights you found.

  B. You should analyze the current customer base and fan page in order to launch the campaign in 4 months.

  C. You should just launch ads to the current customer base. There is no need to launch ads to new audiences.

  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.

  Correct Answer: D

  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.

• Question 5:

  You propose to your client to run campaigns to the newly-built website to have lower conversion costs since the current customer base is tech-savvy and buys online.

  What kind of ads should you run?

  Choose only ONE best answer.

  A. You should run conversion ads targeted at women only.

  B. You should run traffic ads targeted at the entire customer database.

  C. You should run interaction posts to bring awareness to the new customer base.

  D. You should run traffic ads to the customer base but focused on female users.

  Correct Answer: D

  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.

• Question 6:

  You talk with your client and realize you need to automate the integration of offline events to properly measure the conversions.

  What options do you have to automate the sales at the store with Facebook campaigns?

  Choose ALL answers that apply.

  A. Use a Point Of Sale provider to integrate offline conversions.

  B. Use digital receipts instead of printed receipts to enable offline conversions.

  C. Use website conversions to integrate with offline conversions.

  D. Integrate your CRM system with your offline conversions.

  E. Collaborate with another Facebook Marketing Partner in order to measure offline conversions.

  Correct Answer: ABDE

  There are some ways you can automate the influx of data coming from offline sales.

  The following options are currently available on Facebook's platform:

  Use a Point Of Sale provider to integrate offline conversions.

  Use digital receipts instead of printed receipts to enable offline conversions.

  Integrate your CRM system with your offline conversions.

  Collaborate with another Facebook Marketing Partner to measure offline conversions.

  One of your customers has in-store, and online, high-end t-shirts retail stores in several cities throughout

  the east coast (specifically in Los Angeles, San Diego, and San Francisco).

  In 4 months, the company is launching a new product line. They would like to cross-sell to their existing

  customer base and new potential customers that have similar characteristics as their current customers.

  As you upload the customer database directly from your client's CRM, you realize the following:

  -30% of the customers are between 18-24 years old.

  -64% of the customers are between 25-34 years old.

  -6% of the customers are between 35-44 years old.

  -59% are women.

  -41% are men.

  -66% are college educated and above.

  -78% are married.

• Question 7:

  What strategies should you follow to accomplish your customer's goals? Choose only ONE best answer.

  A. Use website conversion tracking to see how many people purchases at the store.

  B. Use Facebook pixel, and cross-reference data from customer purchases with the pixel events to see results from Facebook campaigns.

  C. Use offline events to understand purchases at the retail stores and orders made from the phone.

  D. Use offline events from the website, and cross-reference data to measure Facebook's impact.

  Correct Answer: C

  One of the most powerful tools to measure sales at retail stores is to use Facebook offline events. With

  Offline Conversion Tracking, you can track when transactions occur in a physical business location and

  other offline channel, after people see or engage with a Facebook ad.

  Use precise timestamps, including minutes and seconds to track multiple purchases.

  Use actual transaction value to see the most accurate event values on a dashboard.

  Use Order ID's or item number to include multiple items within a single transaction.

  So the best strategy is to use offline events to better understand how Facebook marketing campaigns

  affect the retail stores.

• Question 8:

  What are some of the benefits of using offline conversion events to track store purchases?

  Choose ALL answers that apply.

  A. Measure cross-channel conversions.

  B. Create custom audiences from offline events.

  C. Deliver ads to people based on users who generate the most revenue.

  D. Integrate your offline events with website conversions.

  Correct Answer: ABC

  There are some advantages of using offline event tracking for physical stores.

  You can measure cross-channel conversions. In other words, you are able to measure your marketing efforts done on Facebook and Instagram at the same time as well as multi-device. So if a user logs into his Instagram account on his phone but also sees an ad on his Facebook Newsfeed on their computer, you

  can track those conversions.

  You can use this data to build custom audiences for re-marketing efforts and bring in existing customers

  back to the store.

  You can do long-term value campaigns as you can segment users based on purchasing behaviors and not

  just demographics or interests.

• Question 9:

  Which strategy should you recommend to meet the client's goals?

  Choose only ONE best answer.

  A. Interest and lookalike audiences.

  B. Custom Audiences and Carousel.

  C. Audience Network and Custom Audiences.

  D. Custom audiences and Lookalike audiences.

  Correct Answer: D

  Every time you work with a new client, your best audiences will always be Custom Audiences and Lookalike Audiences. For physical locations, you want to re-market to existing customer databases.You want to use a custom audience of people who have already bought at the store to promote re-purchases. You then want to use this database and use a similar/lookalike audience so that you can bring new potential customers over. Because you are using Facebook offline events, you can even segment people based on long-term value of sales. The last audience you should be using is a saved/core audience, but you should always start with the other two first.

• Question 10:

  What campaign strategies should you follow in order to optimize your Facebook ads?

  Choose ALL answers that apply.

  A. Use Store Visit ads in order to bring traffic to the two specific retail stores.

  B. Add a "Get Directions" CTA on the campaigns in order to bring people to the stores.

  C. Send people to messenger and automate a chatbot or menu with directions on Waze and Google Maps.

  D. Add map card with your page location.

  Correct Answer: ABCD