Facebook 410-101 Online Practice Questions and Exam Preparation

Facebook 410-101 Online Questions & Answers

• Question 11:

  What are all of the mobile advertiser ID's you can utilize to build a custom audience?

  Choose ALL answers that apply.

  A. Apple's Advertising Identifier (IDFA)
  B. Android's Advertising ID
  C. Facebook User ID
  D. Google User ID
  A. Apple's Advertising Identifier (IDFA)
  B. Android's Advertising ID
  C. Facebook User ID

  ---

  You can create ads targeting people by customer lists. One of the data sources you can use is mobile advertiser IDs.

  Apple's Advertising Identifier (IDFA): An advertising ID that Apple provides as part of iOS in its ads framework.

  Android's Advertising ID: An advertising ID that Google provides as part of Google Play services.

  Facebook User ID: If people are logged in to your app via Facebook, you can use their Facebook User ID for targeting.

  You can't run Google IDs currently on Facebook to identify users.

• Question 12:

  You talk with your client and understand that there are specific events that you need to register in PhotoSnap's app. Here is a list of events you need to register:

  1.

  When users open the mobile app.

  2.

  When users add a credit card.

  3.

  When users send to print their images.

  4.

  When users watch the video explaining how the app works.

  What events should you install on the mobile app in order to build re-marketing campaigns?

  Choose only ONE best answer.

  A. App Launched, Initiated Checkout, Purchased, Spend Credits
  B. App Launched, Added Payment Info, Purchased, Completed Tutorial
  C. Added To Cart, Purchased, Completed Tutorial, Added To Wishlist
  D. Achieved Level, Purchased, Completed Registration, Viewed Content
  E. Purchased, Initiated Checkout, Completed Registration, Rated
  B. App Launched, Added Payment Info, Purchased, Completed Tutorial

  ---

  There are 14 standard app events you can use on Facebook SDK mobile app.

  For this particular mobile app, these are the four events you want to utilize in order to track your client's requests:

  1. App Launched: When users open the mobile app.2. Added Payment Info: When users add a credit card.3. Purchased: When users send to print their images.4. Completed Tutorial: When users watch the video explaining how the app works. Below is a list of the 14 related app events: Achieved level App launched Added payment info Added to cart Added to wishlist Completed registration Completed tutorial Initiated checkout Purchased Rated Searched Spent credits Unlocked achievement

  Viewed content All of these events allow you to understand better how people are interacting with your mobile app, measure the performance of your Facebook mobile ads, and reach certain people who use your app by creating custom audiences. Topic 4, Given a scenario, determine target audience

• Question 13:

  What are some advantages of a statistical attribution model versus a rules-based attribution model? Choose only ONE best answer.

  A. Use algorithms to determine credit for each touchpoint in the user flow.
  B. Credits one touchpoint according to a specific rule.
  C. You select where along the path you want to assign credit for the conversion.
  D. Are cookie based model that is more effective in measuring your marketing campaigns.
  A. Use algorithms to determine credit for each touchpoint in the user flow.

  ---

  Rules-based models assign credit to one or more touchpoints according to rules that we set. Think of these models as different lens through which you can analyze results. For example, giving credit to the first and last touchpoints (impressions and clicks) leading to a conversion. Rules-based models using people-based measurement provide deeper insights than cookies-only measurement, since multiple touchpoints are tracked and correlated with an actual person.

  With rules-based models:

  You define "the rule": How should credit be allocated?

  Results are based on your model choice.

  You choose where along the path to conversion you want to assign the credit: last click, even credit, time decay, or positional.

  Statistical models use algorithms to determine credit for each touchpoint. These models are driven on a result (increased revenue) rather than an assumption of where to assign credit. They use all available data to determine which ads

  increase revenue. Like rules-based models, statistical models are far more effective at analyzing past results and predicting future results when using a people-based measurement tool.

  With statistical models:

  Algorithms define the credit allocation.

  Results are dynamic and learn from historical data.

  They're also referred to as algorithmic MTA data-driven MTA , , and results-driven MTA .

• Question 14:

  You finalize analyzing the customer base and found this additional information:

  -

  They are married, city-dwellers between ages of 25-34, predominantly female who are interested in shopping and fashion.

  -

  They are tech-savvy and primarily use iPhones to make online purchases.

  -2/3 of the customer base is from Los Angeles.

  - 75% of women from the current customer base make on average one online purchase for apparel a month.

  Knowing this information, what strategies would you do next?

  Choose ALL answers that apply.

  A. Build a new core/saved audience based on married women who are interested in high-end fashion brands.
  B. Build a similar audience of 1% based on the current customer base for Los Angeles, San Francisco, and San Diego.
  C. You should invest more than 50% of your budget in Los Angeles.
  D. Run conversion ads to the website for the new product launch to women.
  A. Build a new core/saved audience based on married women who are interested in high-end fashion brands.
  B. Build a similar audience of 1% based on the current customer base for Los Angeles, San Francisco, and San Diego.
  C. You should invest more than 50% of your budget in Los Angeles.

  ---

  It seems like the majority of the customer database are married women, between ages 25-34, who live in Los Angeles, and like fashion and shopping.

  You should use this information as a baseline to build your next core audience.You should also build a similar audience based on this new information on the three cities where the stores are at: Los Angeles, San Francisco, and San Diego.

  More than 66% of the customer base is in Los Angeles, so you should definitely allocate more than 50% of your budget to this market. Unless the case said it wanted to grow specific areas, you need to allocate budget according to the data in

  your analysis.

• Question 15:

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

  A. Fan Page
  B. Ads Manager
  C. Power Editor
  D. Facebook Marketing Partner
  A. Fan Page
  B. Ads Manager
  D. Facebook Marketing Partner

  ---

  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 16:

  You have an ecommerce site and would like to reach people who have dropped off in the past 12 months but leave out everyone who have made a purchased in the past 6 months.

  What audiences do you need to achieve this goal?

  Choose only ONE best answer.

  A. You should include people who have made purchases in the past 12 months and past 6 months.
  B. You should exclude people who have made purchases in the past 6 months.
  C. You should include purchase events from the past 12 months and exclude purchase events from the past 6 months.
  D. You should exclude purchase events from the past 6 months and include purchase events from the past 12 months.
  E. You can't build this type of audience or segmentation.
  E. You can't build this type of audience or segmentation.

• Question 17:

  You are running a mobile app event campaign on Facebook.

  Your team is discussing how to properly set up the attribution window of the campaign.

  You explain to your team what an attribution window is and how to use it.

  You write on the board some key points on attribution window.

  Select all bullet points that apply.

  A. Attribution window is the number of actions when a user viewed an ad and then downloaded an app.
  B. Attribution window is the number of days between the moment a person viewed or clicked an ad and then subsequently took action.
  C. Attribution window is set to 1-day view and 28-day click.
  D. Views are called click-through attribution.
  B. Attribution window is the number of days between the moment a person viewed or clicked an ad and then subsequently took action.
  C. Attribution window is set to 1-day view and 28-day click.

  ---

  The number of days between the moment a person viewed or clicked your ad and then subsequently took action is called an attribution window. Facebook reports ad actions based on views of your ad and clicks on your ad:

  Clicks: A person clicked your ad and took action. This is called click-through attribution.

  Views: A person saw your ad, didn't click it, but took action within the attribution window. This is called view-through attribution.

  

  By default, your attribution window is set to 1-day view and 28-day click, which means you see actions that happened 1 day after someone viewed your ad and up to 28 days after someone clicked your ad.

• Question 18:

  You are planning on running a brand lift study for your client, what are some of the metrics you can measure through the study?

  Choose only ONE best answer.

  A. Percentage point lift, message association, and cost per click.
  B. Percentage point lift, message association, favorability, and cost per click.
  C. Percentage point lift, cost per estimated incremental person who remembers your ads, and estimated incremental number of people who remember the ad.
  D. Cost per click, cost per mile, percentage point lift, and video views.
  C. Percentage point lift, cost per estimated incremental person who remembers your ads, and estimated incremental number of people who remember the ad.

  ---

  All brand lift studies will receive the following metrics by comparing the test (exposed) versus control groups:

  Estimated # of persons - is the estimated incremental number of people who remembered seeing your ad.

  Cost per incremental person - people who remembered seeing your ad (based on your budget).

  Percentage point lift - which is the difference in the percent of people who recall seeing your ad in the exposed group versus those in the control group.

  All of these metrics will also be available for message association, favorability, and purchase intent.

  Below is an example:

  

• Question 19:

  If you want to target two saved audiences for a product launch, how many campaigns and ad sets do you need?

  1 Campaign and 2 Ad Sets 2 Campaigns and 2 Ad sets 2 Campaigns and 1 Ad Set 1 Campaign and 3 Ad Sets

  Choose ALL answers that apply.

  A. You should research all users on Facebook with certain characteristics that match your target market.
  B. You should research people connected to your Fan Page.
  C. You should upload a customer database and analyze their behaviors.
  D. People who have viewed a view post on your Fan Page.
  A. You should research all users on Facebook with certain characteristics that match your target market.
  B. You should research people connected to your Fan Page.

• Question 20:

  After 6 weeks of running campaigns, you've spent exactly $11,958 total. You go to your data and realize that you've sold 64 smartwatches.

  The mobile app works on a freemium model, where you can pay $0.99 a month for increased functionalities. From the 64 people that bought the smartwatch, 50% are paying the monthly fee.

  On average people pay the monthly fee for 12 months.

  What is the ROAS for this campaign so far?

  Choose only ONE best answer.

  A. $3,042
  B. $3,500
  C. $4,042
  D. $4,422.16
  D. $4,422.16

  ---

  ROAS = (# of new customers acquired from Campaign x Long-term Value of a New Customer) - Cost of Ad Campaign

  # of new customers => 64 Long Term Value for new Customers => is comprised of two parts: #1 Sales of the consumer watch: 64 * 250 = $16,000 #2 Sales from subscriptions: 64 customers * $0.99 monthly fee * 12 months * 50% = $380.16 Total LTV = $16,380.16 Cost of Ad Campaign = $11,958 ROAS = $16,380.16 - $11,958 = $4,422.16 A luxury fashion brand, founded 20 years ago, is really well known for its handbags, ready-to-wear apparel, and watches. Today, they have close to 450 locations worldwide. The fashion brand wants to run a couple of tests in 2 retail stores in order to measure the impact of its Facebook ads on its offline sales.