Facebook 410-101 Online Practice Questions and Exam Preparation

Facebook 410-101 Online Questions & Answers

• Question 101:

  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 1-2 per week.
  B. You should use reach and frequency buying option and set frequency between 5-6 per week.
  C. You should use auction buying option and set frequency between 1-2 per week.
  D. You should build a custom audience based on people interested in rock.
  E. You should build a core audience based on people interested in rock related topics.
  B. You should use reach and frequency buying option and set frequency between 5-6 per week.
  E. You should build a core audience based on people interested in rock related topics.

  ---

  Generally, large brand advertisers are most successful when they focus on reaching more people. They can do that by choosing a lower frequency cap (like 1? ads per week).

  However, newer brands with less brand recognition who are running shorter campaigns may create more memorable impressions by increasing their frequency cap to show more ads to a smaller group of people and maximize awareness.

  In this case, since you have a "lesser known" rock band, you need to increase frequency up to 6 times per week. You also want to use "Reach and Frequency" since your objective is to maximize reach. Each time you see "maximize reach" in

  your campaigns, the answer will most likely be "reach and frequency".

  You also want to build a core audience based on people interested in rock music in each city in order to run the advertising campaigns.

• Question 102:

  A client has posted a video on your Fan Page. After 2 days of boosting the post, it seems like only 8% of users have seen more than 10% of the video.

  Which troubleshooting task should be used to fix the problem?

  Choose only ONE best answer.

  A. You should unpublish the post and re-publish it as an ad.
  B. You should make sure the campaign has not ended.
  C. Create a new campaign with video view as the campaign objective.
  C. Create a new campaign with video view as the campaign objective.

  ---

  When you select the "boost post" option, you are optimizing campaigns for interactions (like, share, and comment). In this case, you want people to actually see the campaign. When you change the campaign objective to view views, you will be optimizing the ad for CPV video or 10-seconds video views.

• Question 103:

  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.
  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.

  ---

  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 104:

  You are running a raffle for one of your clients who runs a tour operator. They are offering a limited free weeklong vacation family package to China.

  The total value of the package is of $8,000.

  Your community manager runs a video ad (boosted post) promoting the raffle with the following titles and subtitles:

  Title: Like our Page to automatically enter the raffle for a free trip to China

  Subtitle: Like this ad to see the video and enter the raffle

  After 2 hours of running the ad, you get a notification that Facebook rejected your ad.

  What changes do you need to do to re-run the ad?

  Choose ALL answers that apply.

  A. Facebook does not allow you to request people to like a video to enter a raffle. You should change the subtitle to "Enter the raffle for a free trip to China."
  B. You should just change the image in the current post on your Fan Page and re-activate the ad.
  C. You should hide the current post and post a new video with the new titles.
  D. You should change the title so that it does not require people to like your client's Fan Page.
  A. Facebook does not allow you to request people to like a video to enter a raffle. You should change the subtitle to "Enter the raffle for a free trip to China."
  C. You should hide the current post and post a new video with the new titles.
  D. You should change the title so that it does not require people to like your client's Fan Page.

  ---

  It's within Facebook policies that it is unacceptable to run ads with the following texts:

  "Like our organization's Page to show your support for X."

  "Click 'Like' if you agree."

  "Like this ad to see the video."

  "Like our Page to automatically enter our raffle."

  The following texts are acceptable:

  "Click 'Like' to connect with X."

  "Like our Page to receive updates, news, deals, etc."

  "Like John's Page to show your support."

  Therefore, you need to change both the copy/text in your title and subtitle. Keep in mind that once you have boosted a post on your Fan Page, you can't make modifications. So you should hide the current one with the mistake and re-post the

  new video with the correct text.

• Question 105:

  You own a business with multiple franchise locations. You want to open a Fan Page for all of your franchise locations, but still hold control of your branding and content. How should you set up your Fan Page with multiple franchise locations? Choose only ONE best answer.

  A. Open a new Fan Page for each location.
  B. Open a Global Fan Page.
  C. You are not able to set up franchise locations on Facebook.
  D. Open one Fan Page with multiple locations.
  D. Open one Fan Page with multiple locations.

  ---

  With Facebook Locations, you can connect and manage all of your franchise locations on Facebook.

  This structure is often referred to as the parent-child relationship, where your main brand page is the parent, and individual locations are the children.

• Question 106:

  What is the main difference between brand marketing and direct response marketing within Facebook? Choose only ONE best answer.

  A. With brand marketing, Facebook tries to maximize conversions.
  B. With brand marketing, Facebook tries to maximize impressions, reach and frequency.
  C. With direct marketing, Facebook tries to minimize website conversions.
  D. With direct marketing, Facebook tries to maximize mobile app installs.
  E. Brand marketing is for top of the funnel marketing.
  F. Direct Response is for top of the funnel marketing.
  E. Brand marketing is for top of the funnel marketing.

  ---

  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.

• Question 107:

  You are measuring the campaign effects for: the Store campaigns and offline events metrics.

  What metrics should you measure for the Store Visit campaigns?

  Choose ALL answers that apply.

  A. Reach
  B. Impression
  C. CPM
  D. CPC
  E. Revenue per user
  F. Avg. Order Per User
  A. Reach
  B. Impression
  C. CPM
  E. Revenue per user
  F. Avg. Order Per User

  ---

  Since you are doing in-store campaigns, you want to measure the effectiveness of your Facebook ads through two means:

  Actual performances on the ads themselves based on reach, impressions, and CPM. Keep in mind that you don't want to measure CPC, as you will be measuring performance through offline events.

  Performance on ads through offline events: revenue per user and average order value per user.

  For these types of campaigns, you want to make sure you measure your campaigns in two stages. The first will allow you to understand better how much you have to spend to reach a specific audience. The second will allow you to better

  understand the "direct response" performance on the ads based on actual sales data.

• Question 108:

  You are thinking of building multiple campaigns based on the following native targeting variables:

  -Job

  -Luxury Travel

  -Income

  -Mobile phone and operating system

  -Age of children in the household

  -

  Marathon and Triathlon interests

  The audiences you are getting are too small.

  Which strategy should you use in order to increase the audience you are currently using?

  Choose only ONE best answer.

  A. Remove job, income and mobile phone.
  B. Remove age, marathon and triathlon interests.
  C. Remove age of children in household, luxury travel and job.
  D. Remove age, mobile and operating system.
  C. Remove age of children in household, luxury travel and job.

  ---

  You've built audiences, but they are too small for the product launch. The only way to expand an audience is to take out segmentation variables.

  In this case, think of the variables that have less to do with the segment. This can be very tricky questions in the exams as sometimes it's objective and with experience, you will see what interests work better than others.

  However, let's categorize the segmentation variables into the following groups:

  Important variables: marathon and triathlon, mobile and operating system, and income.

  Semi-important: Luxury travel.

  Least-important: job, age of children in household.

  Think about it; the smartwatch is a high-end gadget for hardcore sports fans. They also need to have a mobile phone due to the new mobile application for the smartwatch. So you definitely want to leave all of the variables in the "important"

  bucket.

  Luxury travel could help you better segment high-end users, but it's not imperative. Job and age of children in household, in this case, are irrelevant.

• Question 109:

  You want to run an app install campaign for one of your clients.

  They would like to reach out to new audiences, but don't want to pay more than $9 per app install registered through the campaign. They have a specific budget, so the cost per install can't pass a maximum price.

  Which bidding strategy should you optimize for?

  Choose only ONE best answer.

  A. The campaign should run under the "Lowest Cost" bidding option with a Maximum-Cost ceiling of $9 in order to maintain the clients per app install costs.
  B. There is no way in setting a $9 average cost within Facebook for app installs. You can only use it with product catalog sales campaigns.
  C. The campaign should run with a Target Cost bidding strategy since you want to maximize the efficiency of your budget.
  D. The campaign should run under the "Target Cost" bidding strategy since you want to stabilize the cost per install at $9.
  A. The campaign should run under the "Lowest Cost" bidding option with a Maximum-Cost ceiling of $9 in order to maintain the clients per app install costs.

  ---

  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.

• Question 110:

  Which of the following categories can be blocked on In-Stream Video ads?

  Select 3 that apply.

  A. Dating
  B. Mature
  C. Tragedy and conflict
  D. Debatable social issues
  E. Gambling
  B. Mature
  C. Tragedy and conflict
  D. Debatable social issues

  ---

  You can prevent your ad from running next to certain types of content on placements by choosing the Exclude Categories option below the Edit Placements section of your Ad Set.

  There are five categories:

  Debatable social issues: Topics related to debated social issues, such as religion, politics, immigration and more. Does not apply to Audience Network mobile apps.

  Mature: Topics including violence, firearms, sexual content, profane language, and more. Does not apply to Audience Network mobile apps.

  Tragedy and conflict: Topics that contain emotional or physical suffering, such as crime, illness, bullying and more. Does not apply to Audience Network mobile apps.

  Dating: Websites and apps that have been categorized as dating. Ads may still appear alongside content about relationships and dating.

  Gambling: Websites and apps that have been categorized as gambling, where winners receive money or prizes. Ads may still appear on websites or apps where people play games just for fun.

  All five categories can be excluded on Audience Network and Instant Articles, but you can only block the categories Mature Tragedy and Conflict , and Debatable Social Issues on In-Stream Video.