Facebook 410-101 Online Practice Questions and Exam Preparation

Facebook 410-101 Online Questions & Answers

• Question 21:

  What campaign strategies should you follow in order to optimize your Facebook ads?

  Choose ALL answers that apply.

  A. Use Store Visit ads in order to bring traffic to the two specific retail stores.
  B. Add a "Get Directions" CTA on the campaigns in order to bring people to the stores.
  C. Send people to messenger and automate a chatbot or menu with directions on Waze and Google Maps.
  D. Add map card with your page location.
  A. Use Store Visit ads in order to bring traffic to the two specific retail stores.
  B. Add a "Get Directions" CTA on the campaigns in order to bring people to the stores.
  C. Send people to messenger and automate a chatbot or menu with directions on Waze and Google Maps.
  D. Add map card with your page location.

• Question 22:

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

  ---

  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 23:

  What column within Facebook Ads Manager helps you measure the sales generated by your campaigns?

  Choose only ONE best answer.

  A. Total Purchases
  B. Conversions
  C. Conversion Costs
  D. Total Conversion Value
  D. Total Conversion Value

• Question 24:

  What are all the options you can build a custom audience from?

  Choose ALL answers that apply.

  A. Your customer database from the last 5 years.
  B. People who have visited your website in the last 365 days.
  C. People who have opened your mobile app in the last 92 days.
  D. People who have opened a Lead form but have not submitted data in the past 180 days.
  E. People who have viewed at least 50% of a video you posted on your Fan Page in the past year.
  F. People who have clicked any links on a Canva in the past 180 days.
  A. Your customer database from the last 5 years.
  C. People who have opened your mobile app in the last 92 days.
  E. People who have viewed at least 50% of a video you posted on your Fan Page in the past year.
  F. People who have clicked any links on a Canva in the past 180 days.

  ---

  You can build custom audiences based on the following sources:

  Data files: Build audiences from your CRM, POS, email lists, or other sources. There is no timeline for how old the database needs to be.

  Website data: Reach existing customers and those who've shown interest in your business. There is a limit on the past 180 days.

  Mobile app data: Use Facebook ads to engage with people based on their interactions with your apps.

  There is a limit on the past 180 days.

  Facebook engagement: Target ads to people who've interacted with your Page, videos, lead ads, and Canvas full-screen experiences on Facebook. There is a limit on leads ads for 90 days, videos views for 365 days, and canvas for 365

  days.

• Question 25:

  Estimated Ad Recall Lift is shown in the Results Manager for which objectives? Choose ALL answers that apply.

  A. Brand Awareness
  B. Video Views
  C. Store Visits
  D. Post Engagement
  E. Conversions
  A. Brand Awareness
  B. Video Views
  D. Post Engagement

  ---

  Metric: Estimated Ad Recall Lift (people)

  An estimate of the number of additional people who may remember seeing your ads, if asked, within two days.

  This metric shows results for ads using Brand Awareness, Video Views, and Engagement Post Engagement objectives.

• Question 26:

  You want to give an agency access to your Business Manager. How should you add your partner?

  Choose only ONE best answer.

  A. You should add them as administrators of your Business Manager in order to manage your digital assets.
  B. You should add them as employees under the Business Manager and then provide them editor access to all of your digital assets.
  C. You should include them as Partners so that they can administer your accounts but not have the ability to alter any assets or change anything about the business.
  D. You should look for the agency's employees' Facebook personal profiles and add them to your Facebook accounts.
  D. You should look for the agency's employees' Facebook personal profiles and add them to your Facebook accounts.

  ---

  When you are working with an agency, you want to grant them access to the Partner tab within your Business Manager Settings.

  

  This will allow them to administer all of your digital assets without having ownership of your accounts.

• Question 27:

  What are the different audiences you can analyze with Audience Insights? Choose ALL answers that apply.

  A. Your Facebook page fans.
  B. People interested in music.
  C. People from your customer database.
  D. A custom audience based on your website visitors.
  E. All audiences you need.
  A. Your Facebook page fans.
  B. People interested in music.

• Question 28:

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

  ---

  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 29:

  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 5-6 per week.
  B. You should build a core audience based on people interested in rock related topics.
  C. You should build a custom audience based on people interested in rock.
  D. You should use reach and frequency buying option and set frequency between 3-4 per week.
  A. You should use reach and frequency buying option and set frequency between 5-6 per week.
  B. You should build a core audience based on people interested in rock related topics.

• Question 30:

  A customer has requested you to target high-end market for his new apparel store. He is opening in two months and would like to build awareness to teens.

  You've done your research and came up with two core/saved audiences:

  Audience #1

  -Age below 20 years

  -Interest: fashion and 3 specific high-end fashion brands

  -Education: Master Degree Completion and College Completion

  Audience #2

  -Age below 20 years

  -Interest: fashion and 2 specific high-end fashion brands

  -

  Education: College Completion

  However, when you go to the audience overlap tool, you realize that there is an overlap of 99% with both audiences.

  What are some actions you can do to fix the audience overlap?

  Select two options that apply.

  A. Delete Audience #2 and run ads on Audience #1.
  B. Change Audience #1 interests to something different that still appeals to apparel.
  C. Merge both audiences and run the campaign only on one audience.
  B. Change Audience #1 interests to something different that still appeals to apparel.
  C. Merge both audiences and run the campaign only on one audience.

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  Whenever you run into audiences that have a high overlap, you should always merge both of them into one. If you run both audiences under the same campaign, you will have multiple ad sets competing against each other. If you have never used Facebook's audience overlap tool, you can find it on Facebook's Ads Manager and follow the next steps:

  Click on the Tools drop-down menu and choose Audience .

  

  Once there, select the audiences you want to compare, click on the Actions tab, and choose Show Audience Overlap .

  You can select multiple audiences, but you will only be able to compare one against the other at a time.In the tool, you will be able to see the number and percentage of overlapping members between them.

  A second option is to completely change one of the audiences so that there is less than 25% overlap between both audiences.

  In this case, you could change audience #1 interests to something different but still related to your target market to have two potential audiences to use.