Facebook Facebook Certifications 410-101 Questions & Answers

• Question 81:

  What are all the different campaign objectives that you can use a target bid for?

  Choose ALL answers that apply.

  A. Traffic

  B. Lead Generation

  C. Messages

  D. Store Visits

  E. App Installs

  F. Page Likes

  Correct Answer: BDE

  You can use Target Cost Bid for:

  App Installs Lead Generation Conversions Catalog Sales Store Visits

  You can use Lowest cost Bid for: Brand Awareness Reach, Traffic Post Engagement Page Likes Event Responses App Installs Video View Lead Generation Messages Conversions Catalog Sales Store Visits

• Question 82:

  You need to increase traffic to a fashion magazine with your current campaigns. You are trying to decide whether to use landing page view or custom conversion.

  How is a landing page view different from a custom conversion?

  Choose ALL answers that apply.

  A. Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)

  B. Uses the ContentView event, so it's available as part of the Facebook pixel base code

  C. Uses the PageView event, so it's available as part of the Facebook pixel base code

  D. Can occur multiple times per link click / view

  E. Has a fixed long 45 days attribution window

  Correct Answer: AC

  A landing page view:

  Has a fixed short attribution window and is only attributable to a link click (unlike a custom conversion

  which could be attributed to a click or a view)

  Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link

  click / view)

  Uses the PageView event, so it's available as part of the Facebook pixel base code (unlike a custom

  conversion, which requires you to set up a ViewContent custom event)

• Question 83:

  What is the benefit of setting bid caps for your campaigns?

  Choose only ONE best answer.

  A. Get as many results for your full budget as possible

  B. Keep your cost per result below a certain amount

  C. Optimize campaign for best cost per result

  D. Allow Facebook auction to evenly distribute campaign budget

  E. Get a specific target price for your campaigns

  Correct Answer: B

• Question 84:

  What are some reasons you want to optimize for landing page view and not clicks or conversions?

  Choose ALL answers that apply.

  A. A website can take too long to load

  B. A person clicks on an ad accidentally and closes the window before it opens

  C. Your goal is to get more conversions

  D. You are not generating at least 50 conversion events per week page or video: We recommend optimizing for link clicks, not landing page views.

  Correct Answer: ABD

  The following scenarios are examples of link clicks that may not result in a landing page views: A person clicks a link accidentally and closes the page before it gets a chance to load A person clicks a link intentionally, but the page takes too long to load and the person closes it before it finishes If I can optimize for landing page views, should I? It depends on your goal and/or ad format: If your goal is to get more traffic on a specific page (or specific pages) of your website: We recommend landing page view optimization over link click optimization, since the former can improve traffic quality. We especially recommend it if you're trying to get people to land on a page (or pages) on their mobile devices. If your goal is to get more conversions: We recommend trying to optimize for conversions first. However, conversion optimization does not work for everyone. A conversion-optimized ad set needs to get about 50 of the conversion it's optimized for per week (though getting even more is better) to have a chance at being effective. If your ad set doesn't get that many per week, landing page views could be an effective alternative. They're also a good choice if you don't have lower-funnel events (ex: a purchase conversion) set up with your pixel yet. If your goal is to get more people viewing more content on your site overall (not landing on specific destination URLs of ads): We recommend optimizing for ViewContent conversions instead of landing page views, since the former optimizes for people to view any page on your site with that event added. Note: This means you have to add that specific event to every page you want people to view. For landing page view optimization, you only have to have the pixel base code on every page you want people to land on (we only optimize for people landing on your website after clicking from your ad). However, keep in mind that this type of optimization is not available for ad sets in Traffic campaigns. If you're using an ad format (ex: Canvas, Offers, Messenger) that takes people to a Facebook

• Question 85:

  You've launched a campaign with the following characteristics:

  You are targeting two different audiences: a core audience and a lookalike based on your customer

  database

  The campaign is running two ad sets

  You are optimizing for CPM

  The campaign is running two different images with text that covers less than 20% of image size

  After two weeks you realize that the CPM in Instagram are considerably higher on both ad sets than

  Facebook; however, only 20% of the budget was spent on Instagram. You want to gauge better Instagram

  performance and true CPM.

  How do you optimize your campaign to achieve this goal?

  Select two that apply.

  A. You should create a third ad set with a lookalike audience.

  B. You should turn off Facebook placement from one ad set.

  C. You turn off Facebook placement from both ad sets.

  D. You should turn off Instagram placement from both ad sets.

  E. You should create two new ad sets with Instagram as the only placement.

  F. You should join audiences into one ad set and run a new campaign with Instagram.

  G. You should switch your optimization from CPM to video views.

  Correct Answer: DE

• Question 86:

  You've been running a reach campaign for a CPG client for the past 3 weeks; however, your campaign is underperforming. Here is some information for the performance of your campaign: You have two images running within same ad set with high CTR You've set up Facebook, Instagram, and Messenger as your placement You have a total budget of $10,000 for a 4 week campaign

  You've spent a total of $4,834.73 in the past 3 weeks Instagram placement has an average CPM of $1.24 and Facebook average CPM is $1.16 What changes should you make to your campaign in order to achieve your goal?

  Select the two best options.

  A. Change the optimization to daily unique reach.

  B. Include Audience Network as additional placement

  C. Add three new images into the ad set

  D. Change optimization from standard delivery to accelerated delivery.

  E. Change the campaign objective to engagement.

  Correct Answer: BD

• Question 87:

  Your client has 14 stores in different cities. They are launching a new product line and would like to reach young female professionals with a 30 second video. They would like to measure the results of the campaign with ad recall lift.

  What manual placement should you select for the campaign?

  Select two of the following options.

  A. Facebook

  B. Audience Network

  C. Instagram

  D. WhatsApp

  E. Facebook and Audience Network

  Correct Answer: AC

  Facebook recommends the following choices, broken out by campaign objective:

  Brand awareness (including Reach and Frequency buying): Facebook and Instagram Engagement (including Reach and Frequency buying): Facebook and Instagram Video views (including Reach and Frequency buying): Facebook, Instagram and Audience Network App installs: Facebook, Instagram, Messenger and Audience Network Traffic (for website clicks and app engagement): Facebook, Messenger and Audience Network Catalog sales: Facebook and Audience Network Conversions: Facebook, Messenger and Audience Network. The offsite conversions optimization goal also supports Instant Articles and Instagram Stories.

• Question 88:

  An apparel brand is working with you as a buyer for their new product line launch.

  They would like to reach an audience of 350,000 moms in 3 different cities. They've requested for you to optimize the campaign to maximize your budget based on CPM. Your campaign has been running for 2 weeks with the following characteristics: You have one campaign with reach objective The campaign is running on Facebook and Instagram CPM costs have been above what you expected Your campaign is running a frequency of 1.3 What change do you make in order to lower CPM costs? Choose only ONE best answer.

  A. You change the objective to engagement

  B. You include Audience Network as an additional placement

  C. You delete Instagram from your placement

  D. You add another audience

  E. You delete Facebook placement

  F. There is nothing you can do to improve CPM costs

  Correct Answer: B

• Question 89:

  Your client wants to launch a mobile application in Colombia and India. They have a budget of $15,000 for the mobile app launch.

  Below are the specifications:

  -They will initially launch only for Android devices.

  -

  The app does not work with Tablets.

  -

  The app is geared towards younger generation below 25 years.

  What targeting options would you select to reach your niche market when creating a core/saved audience?

  Choose ALL answers that apply.

  A. Mobile Device User - focused on Android

  B. Age with max 25 years

  C. Gender Male

  D. Countries India + Colombia

  E. App Store Region

  F. Interests: Gamers

  Correct Answer: ABD

  For this exercise, you need the following aspects in order to segment your core/saved audience:

  1.

  Age : you definitely want to set up age below 25 years old.

  2.

  Mobile Device User : you need to specify Android as the primary operating system for mobile in order to target just Android users and exclude iOS users.

  3.

  Location : you want to target the specific countries. In this case, Colombia and India in order to reach out to people in those two particular places.

• Question 90:

  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.

  Correct Answer: AB