Facebook Facebook Certifications 410-101 Questions & Answers

• Question 91:

  A customer has requested you to target high-end market for his new apparel store. He is opening in two

  months and would like to build awareness to teens.

  You've done your research and came up with two core/saved audiences:

  Audience #1

  -Age below 20 years

  -Interest: fashion and 3 specific high-end fashion brands

  -Education: Master Degree Completion and College Completion

  Audience #2

  -Age below 20 years

  -Interest: fashion and 2 specific high-end fashion brands

  -Education: College Completion

  However, when you go to the audience overlap tool, you realize that there is an overlap of 99% with both

  audiences.

  What are some actions you can do to fix the audience overlap?

  Select two options that apply.

  A. Delete Audience #2 and run ads on Audience #1.

  B. Change Audience #1 interests to something different that still appeals to apparel.

  C. Merge both audiences and run the campaign only on one audience.

  Correct Answer: BC

  Whenever you run into audiences that have a high overlap, you should always merge both of them into one. If you run both audiences under the same campaign, you will have multiple ad sets competing against each other. If you have never used Facebook's audience overlap tool, you can find it on Facebook's Ads Manager and follow the next steps:

  Click on the Tools drop-down menu and choose Audience .

  

  Once there, select the audiences you want to compare, click on the Actions tab, and choose Show Audience Overlap .

  You can select multiple audiences, but you will only be able to compare one against the other at a time.In

  the tool, you will be able to see the number and percentage of overlapping members between them.

  A second option is to completely change one of the audiences so that there is less than 25% overlap

  between both audiences.

  In this case, you could change audience #1 interests to something different but still related to your target

  market to have two potential audiences to use.

• Question 92:

  What is the biggest difference between doing a 1% versus a 6% similar audience?

  Choose only ONE best answer.

  A. A 1% similar audience is optimized for similarity whereas a 6% is optimized for reach.

  B. A 6% similar audience is optimized for similarity whereas a 1% is optimized for reach.

  C. There is no difference. The 6% audience will only be a larger audience that excludes the 1% audiences.

  D. A 6% would include several countries whereas a 1% would only include one country.

  Correct Answer: A

  On a scale of 1-10, the smaller numbers are optimized for similarity whereas higher numbers are optimized for reach.

  Regardless whether you use 1 or 10; you can select one or multiple countries.

• Question 93:

  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.

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

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

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

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

  Correct Answer: B

  Whenever you have a high overlap between audiences, the best strategy is to unify both audiences.

  If you use both audiences under one campaign in two separate ad sets, you are basically competing

  against yourself.

  In other words, you are running two ads to the same audiences, so your costs and performance are not

  optimal.

  Your best approach is to unify audiences and run one ad sets with two different ads.

• Question 94:

  Your client wants you to build three new audiences based on their current digital assets. They currently have a Fan Page, Website with no pixel, Customer Database, Email Database, and Core/Saved Audiences.

  They've just learned about Similar Audiences, so would like you to build three new similar audiences to use as seed audiences.

  Which digital assets can be used as seed audiences for this task?

  Choose ALL answers that apply.

  A. Fan Page

  B. Website with no pixel

  C. Customer Database

  D. Email Database

  E. Saved/Core Audiences

  Correct Answer: ACD

  You are only able to build similar audiences based on the following seed audiences:

  1.

  Facebook Fan Page

  2.

  Custom Audiences: email databases, customer databases, interactions with the fan page, website visitors with pixel and interactions with lead ads. Keep in mind that you are NOT able to build similar audiences using core/saved audiences on Facebook. Similar audiences need to be built from users who have interacted in some way with one of your digital assets (Fan Page, Mobile App, Website, CRM and so on); whereas, core/saved audiences are used to find users based on demographics, interests, behaviors, and other variables who have NOT interacted with one of your digital assets.

• Question 95:

  You need to build a new lookalike audience to increase market share for a GCP brand. They would like to increase their budget by 3x and maximize reach to expand their current video campaign as +30,000 people have seen the video promotion.

  How do you build this audience?

  Choose only ONE best answer.

  A. You build a video engagement audience with a scale of 1.

  B. You build a video engagement audience with a scale of 10.

  C. You build a website pixel audience with a scale of 10.

  D. You build a fan page engagement audience with scale of 10.

  E. You build a video engagement audience with a scale of 4.

  Correct Answer: B

  Choose an audience size close to one to optimize for similarity.

  Since this is around 1-5% of the total population of the country you are targeting, your Lookalike Audience

  is likely to be small, with a high resemblance to your seed.

  If you are optimizing for reach, you'll want to choose a number near 10

  This Lookalike Audience will be larger, but less similar to your seed, since you're targeting up to 10% of the

  total population.

  This example would create 3 Lookalike Audiences:

  0%-1% of the population, which will be the most similar audience to your seed.

  1%-2% of the population, which is second most similar, but a bit wider reach.

  2%-5% of the population, which is the least similar but the largest reach

• Question 96:

  What are all the options you can build a custom audience from?

  Choose ALL answers that apply.

  A. Your customer database from the last 5 years.

  B. People who have visited your website in the last 365 days.

  C. People who have opened your mobile app in the last 92 days.

  D. People who have opened a Lead form but have not submitted data in the past 180 days.

  E. People who have viewed at least 50% of a video you posted on your Fan Page in the past year.

  F. People who have clicked any links on a Canva in the past 180 days.

  Correct Answer: ACEF

  You can build custom audiences based on the following sources:

  Data files: Build audiences from your CRM, POS, email lists, or other sources. There is no timeline for how

  old the database needs to be.

  Website data: Reach existing customers and those who've shown interest in your business. There is a limit

  on the past 180 days.

  Mobile app data: Use Facebook ads to engage with people based on their interactions with your apps.

  There is a limit on the past 180 days.

  Facebook engagement: Target ads to people who've interacted with your Page, videos, lead ads, and

  Canvas full-screen experiences on Facebook. There is a limit on leads ads for 90 days, videos views for

  365 days, and canvas for 365 days.

• Question 97:

  You are running an acquisition campaign for your client. Which of the following audiences apply for this campaign?

  Select three that apply.

  A. Website Traffic through Facebook pixel audience

  B. Core Audiences

  C. Post Engagement Audiences

  D. CRM customer database audience

  Correct Answer: ACD

  It's really important to understand how Facebook defines its marketing funnel: The only audiences that apply for the acquisition phase are the custom audiences.

  

• Question 98:

  Your client has been running a retail shop for the past 20 years.

  In order to grow sales, they want to launch a new online store where people can buy products directly on their website. They can share with you a customer database of 20,000 customers who have bought a product in the past 2 years.

  For the campaign, you need to reach out to existing customers, and people within a 10-mile radius from the stores.

  What type of audiences should you build?

  Choose only ONE best answer.

  A. You should first do a custom audience with the database, and then, a similar audience optimized for similarity.

  B. You should first do a custom audience with the database, and then, a similar audience optimized for reach.

  C. You should do a similar audience with the customer database, and then, launch a reach campaign to people in a 10-mile radius.

  D. You should first, do a custom audience with the database, and a similar audience optimized for similarity. Then use the similar audience as a base for a new core/saved audience, and reduce the similar audience to a 10-mile radius from the stores.

  Correct Answer: D

  The first audience you need to build is the custom audience with the customer database. This audience will

  allow you to reach out to existing customers and run campaigns to the website.

  The second audience you need to build is a similar audience with the customer database. Since you have

  a 20,000 baseline, you should be able to build a really good similar audience optimized for similarity.

  Keep in mind that you are looking for quality over quantity in this particular case. You should select a 1%

  audience size.

  Choose an audience size close to 1 to optimize for similarity. Your Lookalike Audience will likely be small,

  with a high resemblance to your seed.

  Choose an audience size close to 10 to optimize for reach. Your Lookalike Audience will be larger, but less

  similar to your seed.

  

  There is a third, very important, step that still needs to be done. You need to use the similar audience

  you've just built and then re-segment that for the 10-mile radius.

  This new saved/core audience based on a similar audience should be your best option for reaching out to

  new potential customers.

• Question 99:

  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.

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

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

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

  D. 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.

  E. 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.

  Correct Answer: E

  Every time you use databases, you need to make sure you segment your database first, depending on the

  requirements. In this case, you need to find the customers with the best lifetime value.

  You DON'T want to upload all of the databases, as you won't be able to segment on Facebook.

  Once you've segmented the database, you should proceed to upload the database to build a custom

  audience.

  This should allow you to use this audience as a seed audience . Because you've already segmented the

  database; you know that these are the users with the highest LTV.

  You then use this to build a similar audience optimized for similarity, as you are trying to reach potential

  new customers that have the most similarity with your client's customer base.

• Question 100:

  A client you are consulting for is a fashion shoe store. They buy branded shoes at a discount and sell them

  through their website for young professionals.

  They have a batch of 100 high-heel red shoes (sizes 32-38) in their warehouse, based in Miami, that would

  like to sell quickly.

  They've build a core audience with the following characteristics: Female Age range 25-45 Geographic area United States and Canada Interest in fashion and high heels Interests in red color What recommendations do you give them to improve their audience targeting? Choose only ONE best answer.

  A. Increase age range to 20-60

  B. Include Mexico in countries being targeted

  C. Include interest in shoe sizes 32-28

  D. Take out the "red color" interest

  E. Take out "Canada" from geographic targetting

  Correct Answer: D