Facebook Facebook Certifications 410-101 Questions & Answers

• Question 141:

  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.

  Correct Answer: E

  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 142:

  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.

  Correct Answer: BE

  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 143:

  Your client is posting 5 times a week, and they want you to promote each post as interaction ads, with a budget of $20 for each.

  Your community manager published a post with a big grammatical mistake, but already spent $5 on the campaign for this post.

  Your client calls you complaining, and you immediately tell your community manager to fix the post and reactive the campaign.

  What options does the community manager have in fixing this mistake?

  Choose only ONE best answer.

  A. The community manager should select the boosted post, change the image and re-launch the campaign.

  B. The community manager needs to post a new image and create a new campaign with a $20 budget.

  C. The community manager should delete or hide the current boosted post. He/she should then post the new image and add a new ad to the previous ad set with a $10 budget.

  D. The community manager should delete or hide the current boosted post. He/she should then post the new image and add a new ad in the previous ad set. There is no need to change the budget.

  Correct Answer: D

  You are not able to make changes to a post (title, text or image) if you have boosted the post or invested money. In this case, you will have to hide the other post and re-publish the new one with the corrections.You should promote the post under the same ad set from the previous campaign. This will allow you not to modify anything at the ad set level and only deactivate one ad and activate the new one.

• Question 144:

  What are the different placements you can select in a campaign?

  Choose ALL answers that apply.

  A. Instagram Feed

  B. Audience Network Rewarded Videos

  C. Facebook Messenger Sponsored Messages

  D. Facebook Video Feeds

  Correct Answer: ABCD

  Below are all of the placement platforms and options you currently have on Facebook:

  

  You should learn all placement options as a lot of questions will ask you supporting placements for each platform.

  Answer:

• Question 145:

  You've launched two campaigns with five ad sets. Two ad sets are not spending their budget. As a matter of fact, they've only spent $1 of the $50 you placed the budget for each ad set. What are some of the reasons your ad sets are not running?

  A. Your ad set is not active.

  B. Your ads within the ad set were not approved.

  C. You've reached the limit of the campaign.

  D. Your ad is scheduled for a future date.

  E. The ad set audience is too large.

  Correct Answer: ABC

  There are multiple reasons why an ad set has spent some of your budgets but is still getting too few impressions. In this case, there are some things to keep in mind:

  Your ad did run for some time as it has spent $1 already.

  You have multiple ad sets. Two of which have only spent $1 each and the rest are correctly running.

  What are some common issues here?

  Answer #1 and #2 are somehow related. There are instances where ad sets start running for a couple of

  hours and are then rejected by Facebook's team. In that case, these ad sets could have spent $1 each

  before they were blocked/rejected by Facebook.

  If Facebook rejected your ads, then by default, they will be inactive.

  You could have inactivated the ad sets by mistake at some point. So this answer is still valid.

  Answer #4 is not possible. If it the ad sets were set up for a future date, then it would not have spent any

  money at all.

  Answer #5 is also wrong. If your ads are active but not getting impressions, your audience could be too

  small -NOT too large-. In this case, $50 would be too much budget for the audience you selected, but NOT

  too large.

• Question 146:

  You set a lifetime budget of $10,000 for your campaign. How much is the maximum Facebook will spend? Choose only ONE best answer.

  A. $12,500

  B. $10,000

  C. $11,500

  Correct Answer: B

  Your maximum ad spend will be $10,000. Keep in mind that Facebook used to have a +25% over your

  budget limit; however, it now stops at your campaign or account limit.

  Keep in mind that you HAVE to set up an account or campaign limit in order for Facebook NOT to go over

  your budget.

• Question 147:

  What tools can you use to launch new campaigns on Facebook?

  A. Fan Page

  B. Ads Manager

  C. Power Editor

  D. Facebook Marketing Partner

  Correct Answer: ABD

  You can run campaigns in all of those tools:

  You can boost posts on the Fan Page .

  You can run ads in Ads Manager .

  You are also able to run campaigns through one of Facebook marketing partners .

  The Power Editor has been archived by Facebook.

• Question 148:

  You have a new customer that owns a resort franchise with hotels in more than 6 countries in the Caribbean.

  They have done some TV ads to market new segments in the US and Europe, but have not been able to get people who visit their website to book a week-long vacation.

  Your client would like for you to encourage people who visited the website to complete a new transactions/ purchase.

  What type of ads would you launch in order to achieve this goal?

  Choose only ONE best answer.

  A. Traffic and conversion ads.

  B. Traffic and store visit ads.

  C. Post Engagement and brand awareness ads.

  D. Conversion and traffic ads.

  E. Video Views, lead generation, and traffic ads.

  F. Conversion and product catalog sales / dynamic ads.

  Correct Answer: F

  Keep in mind that the client wants to encourage people to finalize booking on their site. So you are looking at conversion or bottom of the funnel ads. In this case, you need to launch conversion and dynamic ads in order to get the most results and optimize campaigns based on specific results on the website. Be careful in these type of questions, look for phrases like "people who've visited the website" and "complete a new transaction." Traffic ads would be valid for new traffic generation; however, this client wants to focus specifically on conversions. You also want to use dynamic ads since your client has multiple locations so that you can optimize ads by location with their audience.

• Question 149:

  You need to run a campaign with two bidding options and two different audiences.

  How many campaigns and ad sets do you need to launch?

  Choose only ONE best answer.

  A. You need two campaigns and four ad sets since you have 4 different variables at the ad set level.

  B. You need one campaign and four ad sets since you have 4 different variables at the ad set level.

  C. You need four campaigns with one ad set for each since you have to organize each variable into different campaigns.

  D. You need 1 campaign with 8 ad sets and 1 ad for each.

  Correct Answer: B

  Keep in mind that you are running 1 campaign with 4 ad sets. Since all changes happen at the ad set level, you need to run one campaign only. There are 4 variables at the ad set level. So you would get the following: Ad Set A: Bidding Option #1 + Audience #1 Ad Set B: Bidding Option #1 + Audience #2 Ad Set C: Bidding Option #2 + Audience #1 Ad Set D: Bidding Option #2 + Audience #2

• Question 150:

  What are all the different aspects of a campaign you can change at the ad set level? (Select all that apply) Choose ALL answers that apply.

  A. Ad Type

  B. Audience

  C. Dynamic Creative

  D. Offer

  E. Placement

  F. Image

  Correct Answer: BCDE

  The followings are all of the different aspects of a campaign you can change at the ad set level:

  

  This might be an easy one but a lot of people don't use Offers or Dynamic Creatives on their campaigns so might miss this type of question.