Facebook Facebook Certifications 410-101 Questions & Answers

• Question 121:

  You've recently installed the Facebook Pixel on a new website. You are not sure if the website is detecting your pixel events correctly.

  What are some tools you can use to troubleshoot your pixel and make sure it's collecting your events properly?

  Select 3 that apply.

  A. You should install the Facebook Pixel Helper chrome extension to verify your pixel event.

  B. You can test your events in the "Events Manager" under your Business Manager

  C. You should check your campaigns to see if they are showing events.

  D. You can track events and debug your pixel through Facebook's Analytics dashboard

  E. You should install a second pixel and make sure it works properly

  Correct Answer: ABD

• Question 122:

  Which of the following is not a direct response type of ad?

  Choose only ONE best answer.

  A. Guaranteed Impressions

  B. Mobile App Engagement

  C. Website Clicks

  D. Video Views

  E. Website Conversions

  Correct Answer: A

  Keep in mind that direct response marketing campaigns are all efforts that require specific actions as the ultimate objective. If you were to rank all ads from the least to the most direct response, it would rank as following: Brand Awareness Guaranteed Impressions Reach and Frequency Brand Awareness Direct Response Post Engagement Video Views Messages Website Clicks Website Conversions Mobile App Installs and Engagement In-Store with Offline Events Tracking Facebook pixel, SDK, and Offline Conversions

• Question 123:

  Your client is launching a new car nationwide.

  They've come up with a marketing campaign that contains three different videos. They want to deliver the campaign to a large audience during a specific time frame.

  What buying option should they use and how should you optimize your campaigns?

  Choose only ONE best answer.

  A. Ad Auction, running multiple campaigns with specific dates so that it's targeted correctly.

  B. Reach and Frequency, with Sequenced delivery, so that you run campaigns on specific dates.

  C. Reach and Frequency, with Scheduled delivery, so that you run campaigns on specific dates.

  D. Ad Auction, with a brand awareness campaign, in order to maximize reach of the different campaigns.

  Correct Answer: C

  Whenever a customer is running a nationwide campaign, you want to go with "Reach and Frequency"

  option.

  This buying option will allow you to control reach, frequency, and budget.

  There are three ways you can optimize your video campaigns within the reach and frequency options:

  Standard

  Sequenced

  Scheduled

  Below is a table with the differences for each:

  In this case, you want to use the "Schedule" option as the client wants to run the campaign on specific

  dates.

• Question 124:

  Your client needs to get rid of inventory and wants to run a flash sale of several products.

  What are some recommendations you would suggest when setting up the bidding for the offers?

  Choose ALL answers that apply.

  A. You should run an accelerated delivery.

  B. You should run a standard delivery.

  C. You should set up a minimum bidding price.

  D. You should set up a maximum bidding price.

  Correct Answer: AD

  Accelerated delivery is a great choice for time-sensitive campaigns.In this case: offers have specific

  deadlines and need to run through your budget, but not overspend.

  You will always need to set up a budget, and maximum bidding costs, as required by the configuration for

  accelerated delivery.

  Keep in mind that accelerated delivery will spend your budget as quickly as possible.

• Question 125:

  Your client is a well recognized large brand, which has been in the market for +30 years, with a solid customer base.

  The marketing brand manager wants to run Facebook ads for their new spring campaign. He/she insists on running interaction posts as the primary objective for all of the campaigns.

  You explain that as a brand, they will benefit more running reach and frequency campaigns instead of promoted posts.

  Select all of the reasons you give the brand manager to use reach and frequency as the primary bidding option.

  Choose ALL answers that apply.

  A. Branding campaigns usually have better performance by using the reach and frequency option as you can optimize for reach, frequency, and overall budget.

  B. Branding campaigns usually perform better when optimized through CPM than CPA.

  C. Reach and frequency will ensure the lowest cost per reach and cost per person impacted.

  D. For brand marketing, changing attitudes and behaviors at scale will generate better results than specific actions on posts.

  Correct Answer: ABCD

  Research has shown the results in terms of Ad Recall, and Brand Awareness are fairly similar in a reach

  versus action optimized campaigns.

  However, when it comes to costs, the results are quite different. Just look at the table below:

  

  Both campaigns had a $500,000 budget. The expected lift was quite similar, but costs changed

  dramatically.

  Reach campaigns allow brand managers to maximize more cost efficiently their marketing campaigns.

• Question 126:

  What will determine the results of your campaigns on the Facebook platform?

  Choose ALL answers that apply.

  A. Whether you use Facebook Manager or the Fan Page to run ads.

  B. Facebook Auction.

  C. Advertiser changes in audience, budget, placement, schedule, and optimization goals.

  D. Pacing system you set up.

  Correct Answer: BCD

  The Facebook main delivery system consists of three aspects:

  Auction: In the Facebook auction, you will be competing against thousands of advertisers worldwide.

  They are all competing for one thing. End-users' space on the News Feed, Messenger, Audience Network,

  Video Ads, and mobile apps. It's just like a normal supply and demand function. The more advertisers

  competing for your time (demand), the more expensive it will become (supply). So the person willing to pay

  the most will get most impressions.

  Pacing System: Standard versus accelerated delivery makes a big difference in how your ads perform;

  especially in costs. Accelerated delivery will underperform your budget but allow you to spend your budget

  more quickly.

  Advertiser Controls: Obviously the size of your audience, budget, schedule, and type of ads will all affect

  the delivery of your ads.

  Whenever you are running your campaigns, think of those three main areas with how they each will affect

  running your campaigns in the future.

• Question 127:

  You are running conversion ads to an inexpensive $0.99 mobile phone app.

  You've been running app install ads for some time now, and have been getting 105 downloads of the $0.99 mobile app every two weeks.

  You talk with your team, and there is a huge discussion on how to properly set up attribution windows, and whether there is enough data to run conversion ads for the mobile app.

  What recommendations do you give your team?

  Choose ALL answers that apply.

  A. There are 105 conversions every two weeks, so this number meets the minimum requirement of conversions by Facebook.

  B. You should set up a 1 day after view and 7 days after a click attribution window.

  C. You should set up a 1 day after a click attribution window.

  D. You should set up a 1 day after a view and 1 day after a click attribution window.

  Correct Answer: AD

  Is there enough data?

  Facebook requires you to have at least 50 conversions per week before running conversion ads. In this

  case, you have 105 every two weeks. That comes out to about 52.5 every week.

  So, yes, there is enough data for you to start running conversion ads for App Install.

  What kind of attribution window should you run?

  Keep in mind that you are running conversion ads for App Installs. There are just two options for attribution

  window for this type of ad:

  1 day after a click.

  1 day after a view and 1 day after a click (combined).

  In this case, Facebook recommendation is to track both view and click attribution of 1 day.

  Inexpensive products (especially mobile apps) should have smaller attribution windows. It's difficult to think

  that a person who downloads an app after a week can be attributed to the ad. In other words, the

  download was not influenced by the ads you ran a week before.

• Question 128:

  Your client is interested in running a campaign with a video, but they are still not 100% sold on running

  Facebook ads.

  Given their skepticism, they would like you to run multiple campaigns, with the same video content but the

  following campaign objectives:

  Optimization goal for impressions

  Optimization goal for video views

  So you need to run an optimization goal for impressions and another one for video views. You will then be

  able to compare both campaigns through the eCPM metric.

  How does the eCPM calculation differ within both campaigns?

  Choose ALL answers that apply.

  A. The eCPM for the impression campaigns will only take into account the advertiser bid per impression.

  B. The expected CPM can't be compared between the impressions and video views campaigns.

  C. The eCPM for the video view campaign will include an additional component of the estimated click-through rate.

  D. The eCPM for the video view campaign will include an estimated conversion rate calculated by Facebook.

  Correct Answer: ACD

  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

• Question 129:

  Which are the two bidding options that will allow your customer to predict results of their campaigns?

  Select two that apply.

  A. Reach and frequency

  B. Auction optimized for video views

  C. Auction optimized for brand awareness

  D. TRP buying

  E. Auction optimized for reach

  Correct Answer: AD

  The only two bidding options that allow you to truly predict impression, reach and frequency is the following:

  1.

  Reach and frequency

  2.

  TRP buying With all of the other options, you cannot predict results. Even when optimizing a reach campaign through the auction, you won't necessarily get the results expected since you are entering the Facebook auction. Here is a summary graphic to understand which options to use based on the predictability outcome expected:

  

• Question 130:

  Your client wants to improve the results of your ads, so they suggest to increase the bidding.

  You explain to them that multiple factors affect results; bidding is only one of them.

  What are the other factors that affect your ad results?

  Choose ALL answers that apply.

  A. Advertiser bid

  B. Estimated Action Rates

  C. Relevance

  D. Frequency

  E. Ad Quality

  F. Quality Ranking

  G. Conversion Rate Ranking

  Correct Answer: ABCE

  The four main factors that affect your ad in an auction are the following:

  Advertiser Bid: How much you value the results you are trying to obtain.

  Estimated Action Rates: How likely Facebook thinks a given person will take action on your ads.

  Estimated action rates are based on the person you're reaching historical data and your ad's historical data

  performance.

  Ad quality: Basically this comes down to your images or creative. The better the ad image, video or design,

  the more appealing it will be to your target audience; thus, increasing the ad quality.

  Relevance: If ads are getting negative feedback or are not getting actions, your relevance will be much

  lower.

  Ad relevance diagnostics aren't inputs into the ad auction:

  Quality Ranking How your ad's perceived quality compared to ads competing for the same audience. :

  Engagement Rate Ranking How your ad's expected engagement rate compared to ads competing for the :

  same audience.

  Conversion Rate Ranking How your ad's expected conversion rate compared to ads with the same :

  optimization goal competing for the same audience.

  Facebook uses user value , not any of the ad relevance diagnostics in calculating Total Value. Just keep in

  mind that the Relevance Diagnostics is an output of all of the metrics above; NOT an input.

  Frequency is only a metric as a result of your ads and relationship between reach and impressions.