Facebook Facebook Certifications 410-101 Questions & Answers

• Question 131:

  A client would like to launch a new branding campaign with various posts for a product line that is being relaunched to a new segment.

  You want to run a 7 day campaign, with 3 sequenced ads, all with a frequency cap of 2 within 7 days. You've set up three different post interaction campaigns through Facebook Auction.

  What changes do you need to make to this campaign set up?

  Choose only ONE best answer.

  A. You need to do reach and frequency buying with a frequency cap of 3 every 21 days with sequenced delivery

  B. You need to increase frequency to 3 for every 7 days and change campaign objective to reach.

  C. You need to change frequency cap to 3 with post interaction campaigns.

  D. You need to do reach and frequency buying with a frequency cap of 3 every 7 days and three different post interaction campaigns

  E. You need to do reach and frequency buying with a frequency cap of 3 every 7 days with sequenced delivery

  Correct Answer: E

  About ad sequencing Reach and frequency buying has a sequencing tool that allows you to arrange up to 50 ads in a certain order to be shown to an audience. People in your target audience will have the opportunity to see ads in the order you set. For example, ad #1 will be delivered to them before ad #2 is delivered. It doesn't allow you to control whether or not a person has to have engaged with the content you are showing in order to see the next ads in your sequence. Sequence your ads when you want to tell a story or present information to people in a specific order. For example: If you want to build a narrative with your ads, you can show one ad that tells the beginning of the story first and then show additional ads afterward that continue to tell the story in a set order. Your audience will see ad #1 before they see ad #2, and so on. Sequencing becomes available after you've uploaded your ad creative and reserved your reach and frequency campaign. Use sequencing when:

  You want to reach a broader audience with several different ads that tell a story. You want to try different ways of engaging a broader audience.

  You want to tell a story about a brand.

• Question 132:

  Your client launched a product two years ago, and it did very well with the young generation.

  As they are getting close to market saturation in this niche market, they are looking for opportunities to expand. A research showed 1.5 million potential customers with an older audience.

  With this information in mind, they want to know how much it would cost them to reach the new audience, with a marketing campaign on Facebook for 25 days and a frequency of 4.

  How would you estimate this cost?

  Choose only ONE best answer.

  A. You can build saved audiences and then select them in Power Editor to determine how much it would cost to market to both audiences.

  B. You could build reach campaigns and estimate how much it would cost you to run the campaigns.

  C. You could enter the audience into the Campaign Planner and estimate how much it would cost you to run the campaign.

  D. There is no way of knowing on Facebook how much it would cost to reach both audiences.

  Correct Answer: C

  The only way to truly know the cost of reaching the 1.5 million new potential audiences is through the

  Campaign Planner.

  That is precisely the main objective of the Campaign Planner. You can estimate budget, reach, and

  frequency based on specific numbers. In other words, you can define specific results.

  With the Ads Manager, you will only get estimates, but they will all depend on the performance of the ad.

  With Campaign Planner, you can set the final results on Frequency, Reach, and Budget you need.

• Question 133:

  You want to share the different campaign options you've built in the Campaign Planner with your customer.

  What are some of the different ways you can share them?

  Choose ALL answers that apply.

  A. Send an email that includes the details of the campaigns and links to it.

  B. You can send a link directly from the Campaign Planner for them to see.

  C. You can send them the CSV file of your campaigns through email.

  D. You can't share campaigns in the Campaign Planner.

  Correct Answer: ABC

  There are three different ways you can primarily share your campaigns with the Campaign Planner:

  Send an email that includes the major details of the Plan and links to it.

  Send a shareable link to the Plan.

  Export a CSV of the Versions of your Plan.

• Question 134:

  Your client is running a branding campaign on TV and wants to increase their online presence through Facebook.

  You recommend using Facebook TRP buying plan as a good option, but since your client is new to Facebook platform, they want to understand its benefits better to plan, buy, and measure branding campaigns in conjunction with TV advertising?

  Choose ALL answers that apply.

  A. You can optimize and find audiences that are most likely to recall ads when using Facebook brand awareness option.

  B. You are going to be able to reduce your customer's budget as users tend to react more to Facebook than TV ads.

  C. You can use Nielsen's Digital Ad Rating to measure the effectiveness of the campaign to compare with TV ads.

  D. You can do direct response marketing to new audiences.

  E. Your client will be able to compare Facebook campaigns with your TV traditional media campaigns.

  Correct Answer: ABCE

  Facebook TRP Buying has the following benefits primarily:

  Incremental Target Audience Reached: Measured across 42 US campaigns, when TV and Facebook were combined, advertisers saw a 19% increase in targeted reach versus TV alone. When Millennials were the target audience, incremental reach increased to 37%. Efficiency: Across the same 42 campaigns, Facebook impressions were two times more likely to hit their target audience than TV impressions. This means advertisers spent less to reach their target audiences. Effectiveness: A study by Nielsen of seven recent campaigns showed that, compared to people who saw TV alone, people exposed to both TV and Facebook demonstrated a 3.2 percentage point increase in ad memorability, 11.5 percentage point increase in brand linkage, and a 22.7 percentage point increase in like-ability linkage. Measure Traditional Campaigns: With Facebook TRP buying, advertisers can measure traditional channels with online channels equally through third-party providers. Facebook currently partnered with Nielsen Digital Ad Ratings in order to verify on-target impressions. Keep in mind that all TV marketing efforts that run in conjunction with Facebook TRP buying ads should be geared towards branding campaigns, not direct response campaigns.

• Question 135:

  Your client gave you 50 USD to run an ad. You are required to run the campaign for 20 days on a daily budget.

  They want you to run a post engagement to a custom audience of their customer database. More specifically, customers who have bought a product in the past 180 days.

  What is the daily budget for the campaign and how would you set it up?

  Choose only ONE best answer.

  A. Your daily budget is 2.5 USD, and you set up daily budget for 2.5 USD.

  B. Your daily budget is 2.5 USD, and you set up lifetime budget for 50 USD.

  C. You set up a lifetime budget of 50 USD. The daily budget is irrelevant.

  D. There is not enough budget to run the campaign for 20 days with $50. You would need to ask your client to increase the budget to 100 USD.

  E. There is not enough budget to run the campaign for 20 days with $50. You would need to ask your client to decrease the timeline to 15 days.

  Correct Answer: D

  Keep in mind that Facebook has minimum requirements for budgets; whether you use automatic or manual

  bidding, you have to meet the following minimum requirements:

  If the ad set gets charged for impressions, its daily budget must be at least $1 a day.

  If the ad set gets charged for clicks, likes, video views, or post engagement, its daily budget must be at

  least $5 a day.

  If the ad set gets charged for low-frequency events, like offer claims or app installs, its budget must be at

  least $40 a day.

  In this case, 50 USD as a total budget for 20 days does not meet the minimum requirements for post

  engagement.Either you increase the budget to 100 USD or decrease timeline to 10 days to meet the $5

  minimum daily budget.

• Question 136:

  What are the different type of forms you can currently purchase ads on Facebook?

  Choose only ONE best answer.

  A. Power Editor, Ad Auction, and Marketing Partners.

  B. Facebook Marketing Partners and Ad Auction.

  C. Ad Auction, Insertion Orders, and Facebook Marketing Partners.

  D. Facebook Marketing Partners and Insertion Orders.

  E. Facebook Auction and Facebook Marketing Partners.

  Correct Answer: C

  There are basically three options for buying ads on Facebook:

  Facebook Marketing Partners: Formerly called PMD's are Facebook partners that help you launch

  campaigns outside of the Facebook interface.

  Insertion Orders (IO): This option is done directly through a Facebook Sales Representative. Usually, you

  will go through an IO for reach and frequency.

  Ad Auction: The most common way to purchase ads on Facebook. When you launch ads through the Ads

  Manager, you are utilizing the ad auction option.

  Ads Manager are tools you utilize through the Ad Auction.

• Question 137:

  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.

  Correct Answer: A

  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 138:

  What determines the "Total Value" of your ads?

  Choose only ONE best answer.

  A. Maximizing advertiser value and estimated action rates.

  B. Maximizing Consumer Experience and Advertiser Bid.

  C. Maximizing Advertiser Value and Optimizing Consumer Experience.

  D. Optimizing Consumer Experience and Maximizing User Value.

  Correct Answer: C

  Facebook is always trying to find a balance between maximizing the advertiser value and optimizing the

  consumer experience.

  Keep in mind that the Total Value will be the addition of two components:

  Advertiser Bid x Estimated Action Rates (Maximizing Advertiser Value)

  User Value (Optimizing Consumer Experience)

  

  Those two components will help determine your Total Value .

• Question 139:

  You are running a reach campaign for your client, and they would like to compare costs with running marketing campaigns in traditional channels vs. running campaigns within Facebook ads.

  What kind of bidding should you configure when launching the campaigns, and what should you look for Facebook to optimize your campaigns for?

  Choose only ONE best answer.

  A. You should bid for CPM and measure conversions.

  B. You should bid for conversions and measure impressions.

  C. You should bid for clicks and measure impressions.

  D. You should bid for installs and measure impressions.

  E. You should bid for impressions and measure impressions.

  Correct Answer: E

  There are four bidding options you can pay for the delivery of your ads:

  1.

  Cost per Impressions (CPM)

  2.

  Cost per click (CPC)

  3.

  Cost per conversion

  4.

  Cost per Action (CPA)

  Depending on the type of bid that you set up initially, you are configuring several aspects of your

  campaign:

  In this case, since you want to compare reach, your optimization should be for impressions (CPM) and

  also optimize for impressions.

• Question 140:

  What are some of the benefits of using "Reach and Frequency" buying option on Facebook?

  Choose ALL answers that apply.

  A. Predictability and control over frequency.

  B. Predictability and control over reach and CPM.

  C. Include Instagram as placement.

  D. Define how much you want to spend each day.

  E. Launch marketing campaigns to customer databases.

  Correct Answer: ABCD

  Reach and frequency buying can give you more predictability and control over the following:

  Reach and CPM

  Frequency

  Spend per day

  Placement distribution (e.g., Instagram vs. Facebook) Keep in mind that you need an audience of at least 200,000 people in order to use the reach and frequency option. Additionally, you can only use reach and frequency on saved audiences and in multiple placements, not just Facebook Feeds.