Facebook 410-101 Online Practice Questions and Exam Preparation

Facebook 410-101 Online Questions & Answers

• Question 71:

  You've spent over $13,400 the seven weeks of running campaigns. You go to your data and realize you are getting close to 6,000 Lead Events on the main landing page of the product, 450 Add To Cart Events, 192 Initiate Checkout, and 73 Purchase Events.

  You want to expand the ads to new audiences.

  What strategies should you follow?

  Select the best 2 that apply.

  A. You should build lookalike audiences from all of the website visitors.
  B. You should build lookalike audiences from people who have initiated checkout process and add to cart events.
  C. You should build lookalike audiences from people who have made purchases.
  D. You should build similar audiences based on people who have visited the website to the main landing page of the product.
  B. You should build lookalike audiences from people who have initiated checkout process and add to cart events.
  D. You should build similar audiences based on people who have visited the website to the main landing page of the product.

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  You need at least 100 events or users who have made a specific action on your website for you to be able to build a similar audience.

  In this case, you still don't have enough events or users who have purchased on your website (72); so you are left with two options:

  Build similar audiences based on people who have visited the main landing page of the product.

  Build similar audiences based on people who have made specific actions events on your website: Add To Cart and Initiate Checkout as they both have more than 100 registered actions.

  You don't necessarily want to start building an audience from all website visitors as this might be too broad.

  You want to build your audiences first based on the bottom of the funnel and then move up.

• Question 72:

  What can you expect from an MTA Partner Program within Facebook Measurement Partners?

  Choose ALL answers that apply.

  A. Measure lift in sales using partner-based ROI measurement solutions.
  B. Measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
  C. Aggregated reporting across multiple mobile ad networks, powered by Facebook attribution data.
  D. People-based multi-touch attribution reporting across all publishers, including Facebook.
  A. Measure lift in sales using partner-based ROI measurement solutions.
  B. Measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
  C. Aggregated reporting across multiple mobile ad networks, powered by Facebook attribution data.
  D. People-based multi-touch attribution reporting across all publishers, including Facebook.

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  Here is a list of how Facebook Measurement Partners can help:

  Partner Lift: Facebook's Partner Lift integrations leverage best-in-class vendors to measure lift in sales using partner-based ROI measurement solutions.

  MTA Partner Program: Facebook offers an MTA Partner Program that enables multi-touch attribution (MTA) partners to provide people-based MTA reporting across all publishers, including Facebook.

  Marketing Mix Modeling (MMM) Partners: Enable partners to better measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.

  Mobile Measurement Partners (MMPs): Work with one of our Mobile Measurement Partners to see aggregated reporting across multiple ad networks, powered by Facebook attribution data.

• Question 73:

  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.
  E. You should bid for impressions and measure impressions.

  ---

  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 74:

  What are the three main aspects Facebook tries to impact when launching campaigns through their auction?

  Choose ALL answers that apply.

  A. Audience Outcomes
  B. Brand Outcomes
  C. Sales Outcomes
  D. Impact Outcomes
  E. Reach Outcomes
  A. Audience Outcomes
  B. Brand Outcomes
  C. Sales Outcomes

  ---

  Facebook summarizes the impact of its campaigns into three main buckets:

  Audience Outcomes

  How many people did your ad reach? How frequently?

  Did the ads reach the right people/audience?

  Did the ads reach people cross-device?

  Brand Outcomes

  Did the ads breakthrough? Are they memorable?

  Did they generate brand awareness?

  Did the ads change the perception of your brand?

  Sales Outcomes

  Did the ads drive your business outcomes?

  Did they contribute to ROI?

  Did the ads results in sales, leads or app installs?

• Question 75:

  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
  A. Advertiser bid
  B. Estimated Action Rates
  C. Relevance
  E. Ad Quality

  ---

  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.

• Question 76:

  Select all marketing strategies that you would suggest for the smartwatch launch. Choose ALL answers that apply.

  A. Use conversion ads to the checkout page for new audiences.
  B. Use attention-grabbing video ads on Instagram to new audiences.
  C. Create colorful, high-energy outdoor lifestyle footage of videos to perform in News Feed without sound, and highlight the visual appeal and functionality of the smartwatch.
  D. Retarget series of Facebook ads to custom audiences who have viewed the videos for conversions.
  E. Create app install campaigns for people who have visited the website.
  F. Create app install campaigns for people who have finalized a purchase for the following 15 days.
  B. Use attention-grabbing video ads on Instagram to new audiences.
  C. Create colorful, high-energy outdoor lifestyle footage of videos to perform in News Feed without sound, and highlight the visual appeal and functionality of the smartwatch.
  D. Retarget series of Facebook ads to custom audiences who have viewed the videos for conversions.
  F. Create app install campaigns for people who have finalized a purchase for the following 15 days.

  ---

  The client has three specific objectives:

  Build brand and product awareness to new audiences.

  Spur online sales of new watch.

  Get people who've bought the smartwatch to download and use their new mobile app.

  In order to achieve these objectives, you should prioritize the following strategies for the product launch:

  Use videos on Facebook Feed to increase awareness, and use re-marketing strategies to people who have viewed a specific % of the videos (Objective #1 and #2).

  Use attention-grabbing video ads on Instagram to new audiences, this will allow you to re-market campaigns to website on people who have seen more than a specific % of a video (Objective #1 and #2).

  Create app install campaigns so that people will download their mobile app (Objective #3).

• Question 77:

  Your client has multiple locations for his/her business in 5 countries.

  They want to have localized content for each country, as all 5 countries speak different languages.

  What solution do you give to your client?

  Choose only ONE best answer.

  A. You set up multiple Fan Pages for each country.
  B. You set up a Global Page for international presence and then create a location for each country.
  C. You can't set up multiple Fan Pages into one account on Facebook currently.
  D. You build one Fan Page and then go to Facebook and create multiple locations.
  B. You set up a Global Page for international presence and then create a location for each country.

  ---

  The best solution is to create a Global Brand Page and then create multiple locations:

  

  With Locations, businesses can:

  Help customers find a business faster Offer localized content Manage all locations in one place Aggregate check-ins on the Main Page Manage local Facebook ads

• Question 78:

  Your client requests want to run in-stream videos ads as a new strategy for their brand. They would like to run a 45 second video content (1:1 aspect ratio) through Facebook and Audience Network automatically as placement.

  They are concerned that their video is not shown on gambling websites or dating applications.

  What are four recommendations you would suggest to your client?

  A. Switch the video aspect ratio from 1:1 to 16:9 for best delivery.
  B. Shorten the video length to 20 seconds in order to run on both placements.
  C. Shorten the video length to 15 seconds in order to run both placements.
  D. Select reach objective to optimize delivery.
  E. Select video views objective in order to run on both placements.
  F. Make sure video has sound
  A. Switch the video aspect ratio from 1:1 to 16:9 for best delivery.
  C. Shorten the video length to 15 seconds in order to run both placements.
  E. Select video views objective in order to run on both placements.
  F. Make sure video has sound

  ---

  Additional explanation info and readings

  In-stream video ads are:

  Mid-roll on Facebook and pre or mid-roll on Audience Network.

  Automatically sound-on when the viewer is already watching with the sound on.

  5-5 seconds in duration on Facebook and up to 120 seconds in Audience Network.

  Non-skippable, resulting in high completion rates.

  Available for the Video Views, Brand Awareness, Reach, and Post Engagement ad objectives.

  Available as a separate, standalone placement or can be delivered along with other placements, like Facebook Feeds and Instant Articles.

  Supportive of all targeting options.

  Facebook in-stream

  Video length: 5-5 seconds

  Objective: Video views, reach, brand awareness or post engagement

  Aspect ratio: Vertical (up to 9:16), Square (1:1), landscape (16:9) Audience Network in-stream

  Video length: 5?20 seconds when automatic placements is selected, 5-30 seconds when selecting in-stream placements on their own

  Objectives when using automatic placements: Video views, reach, brand awareness, post engagement, conversions, traffic, app installs, catalog sales when using automatic placements

  Objective when using on its own or with Facebook in-stream video: Video views

  Aspect ratio: Square (1:1) or landscape (16:9). Note : landscape is recommended for best delivery Facebook and Audience Network in-stream together

  Video length: 5-5 seconds

  Objective: Video views

  Aspect ratio: Square (1:1) or landscape (16:9). Note : landscape is recommended for best delivery If you choose to use automatic placements, you can choose any of the following objectives:

  Video views

  Reach

  Brand awareness

  Post engagement

  Brand Safety

  Advertisers can block the following categories:

  Dating

  Debated social issues

  Gambling

  Mature

  Tragedy and conflict

  Key takeaways

  In-stream videos can help you boost your brand with longer video views.

  New campaigns using Automatic Placements with the Video views, Brand awareness, Reach, or Engagement (Post) objectives will include in-stream.

  To add in-stream videos to existing campaigns, use "Edit Placements" and ensure the in-stream video boxes are checked (under Facebook and Audience Network).

  Advertisers have the option to select in-stream video as a standalone placement for Feed or for Audience Network, or they can optimize across all available placements.

  Pre-campaign transparency, category blocking, block lists, and placement controls can all help advertisers ensure brand safety.

  In ads reporting, advertisers can see performance for video ads delivering in-stream separately from other placements.

• Question 79:

  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.
  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.

  ---

  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 80:

  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
  B. $10,000

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  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.