Facebook Planning
An online cosmetic brand is promoting its free trial package, which is only available once per customer. Customers need to fill out an order form to order a free trial. Which three of the following targeting options should the planner recommend that the brand create to run its campaign more efficiently?
A Custom Audience based on its CRM database of customers a Custom Audience based on people who have already ordered a Lookalike Audience based on people who have already ordered
An advertiser is running a Brand awareness campaign to a very small audience. The advertiser is unable to spend its full budget during the initial flight dates. After reviewing the results, the advertiser decides to extend the campaign for another week. At which level of the campaign structure should the advertiser make this change?
Ad Set Level
An advertiser wants to set spending caps to ensure they do NOT exceed its budget. At which of the following levels can these caps be set?
Ad account level Campaign level Ad Set level
An auto brand is planning a campaign for a new car that targets males aged 25+. The advertiser wants to increase awareness of the car with videos. Also, the advertiser wants to collect leads for car test drive appointments. Additional information: - The advertiser has a total budget of $300,000 - The advertiser is willing to pay $1 per video view - The advertiser is willing to pay $10 per lead The advertiser wants to get at least 100,000 video views and as many leads as possible, based on these parameters. What should be the budget allocation for this campaign?
$100,000 on video views campaign and $200,000 on lead generation campaign
A client has created an app-based game that showcases its new products. The client wants new consumers to download and use the app to stay updated on new product launches. · The Facebook SDK has been built into the app. · The client has Custom Audience pools from both its email loyalty program and website visitors. · The client's main consumers are female. · The client is willing to pay a specific CPI ceiling. · The client has a large budget available to support this campaign. Which objective should be chosen to meet the client goals?
App installs
A customer's campaign is under-pacing. Which three actions should the customer take to ensure the most effective delivery?
Bid true value for specific action. Make sure the bid-to-budget ratio is large enough Make sure the audience size is sufficient to obtain the expected results..
Which campaign objectives are most appropriate for auction-based buying at the discovery stage of the path to purchase?
Brand Awareness Video Views
A financial service company's marketing team wants to determine which Facebook product it should use to promote an exciting new offering from its brand. The chief marketing officer is concerned about ensuring people understand what the product is before they look to drive adoption. The company wants to test run a campaign to 25-40 year-old females living in Wellesley, MA. Which objective should the marketing team use?
Brand awareness
A new chain of cafes called Jasper's is opening in large cities around the world. The company wants to run a campaign based on a new popular reality show to drive off-site traffic to their cafes. However, its marketing team is very small and the company does not have an office in every city. Its media budget is very limited, with most of it dedicated to a PR campaign involving appearances of the show's stars at various store openings. Target audience: Fans of coffee and the reality show Budget: $20,000 Locations: New York, London, Paris, Warsaw, Madrid, Rome, Moscow, Buenos Aires, Tokyo Placement: Facebook Page posts and Instagram advertising Which two solutions should Jasper's leverage to prepare the most effective and successful campaign?
Build a Store traffic objective on Facebook with video Retarget people who have seen the video campaign
A new brand hires an agency to manage their Facebook account but needs to grant the agency access. Which tool must the brand use to manage these permissions?
Business Manager
What is the main advantage of mobile platforms such as Facebook from the advertiser's point of view?
Consumers are spending more time on mobile platforms.
A fashion and jewelry ecommerce site advertiser has used Facebook as its main marketing channel for 1 year. The advertiser has the Facebook pixel implemented on its website with Purchase, ViewContent, and AddToCart standard events to track customer conversions. The advertiser needs to target its high-value customers to drive more sales. The advertiser plans to customize ad creative to fit each customer's interests. Which campaign objective should the advertiser select?
Conversions
A client is running a campaign to drive new users of their mobile app. They target a broad audience to maximize the number of people exposed to the app, and they need a high number of app users to allow for retargeting on future campaigns. Their primary measure of success will be how efficiently they can get new users on the app. Which two metrics should be used to optimize for the client's objective?
Cost per App Install Mobile App Installs
A retailer wants to build awareness and boost sales for its newly launched sunscreen. Additional information: Each user makes one to two sunscreen purchases per summer Cost of product is about $20 Main target audience is females 15-50 years old Estimated peak of the sale will be within 3 months after launch Competitors are likely to start promotions after 1 month of the launch Which of the following strategies will help the advertiser achieve its goals most efficiently?
Create a Brand Awareness campaign using reach and frequency buying with a schedule of 8 weeks Create a Conversions (website) campaign using auction buying with a schedule of 16 weeks 4 weeks after the launch
A telecommunications company is running a large Facebook campaign for a new product. The company uses a range of Facebook products including video, carousel, and Instant Experience. The goal is to optimize the campaign for completed sales in real time, but the company does NOT have a direct connection between its CRM database and Facebook. Which of the following measurement strategies should a planning professional recommend?
Facebook Pixel reporting
An advertiser needs to drive traffic to their website. The advertiser needs to make sure that the campaign is being delivered to the most qualified audience. What should the advertiser optimize for in order to meet this requirement?
Landing Page Views
An automotive company wants people to sign up online to test drive its new electric car. They create a Lookalike Audience of people who have already purchased an electric car from them, and exclude the people who have made a purchase during the past two years. With which ad objective should the company set its campaigns?
Lead generation
A client's app is used to book flights and hotels. The client makes money when users buy tickets through the app. The client must acquire new app users and balance cost per app install with scalability. The client has never promoted its app on Facebook. Target group: Frequent travelers Budget: Flexible, depending on the results Objective: App Installs Which solutions should the client use to meet this KPI?
Lookalike Audience based on a Custom Audience of frequent buyers SDK and app events installed in the app
A large automotive brand needs to measure the effectiveness of Facebook advertising to drive message recall for its new ad campaign. Which studies available on Facebook and Instagram should be used?
Millward Brown Brand Lift Insights study Nielsen Brand Effect study Facebook Brand Lift study
A client is considering running a very large Reach and Frequency campaign to support a video asset on Facebook and Instagram to drive purchase intent. The client is concerned about whether or not it will be able to accurately evaluate the effectiveness of the campaign. Which of the following is the most appropriate measurement solution to address the client's concern?
Nielsen Brand Effect Study
A candy manufacturer wants to raise awareness of a new chocolate bar that will launch next month. The manufacturer has several assets, including videos, Instant Experience, and GIFs. It wants to run these units in a sequential manner. Which combination of campaign objective and buying type will allow the manufacturer to achieve its goal?
Objective: Brand Awareness Buying Type: Reach and Frequency
Representatives of a national retail chain need to understand how Facebook ads affect its sales. Ninety percent of this chain's sales occur in-store. Which of the following solutions should be recommended to achieve the client's goal?
Offline conversions
A client wants to view post-level metrics on an organic post. Where should the client go to view these metrics?
Page Insights
What is a benefit of including Facebook properties in a media mix?
People access the Facebook family of apps more than any other mobile app.
What should be taken into account when creating content for mobile compared to desktop?
People consume content faster.
A large online retailer with a catalog wants to simplify its ad creation process and increase sales. The retailer has diverse products to showcase to people who viewed its products online but did not purchase any products. What strategy should be used to meet the goal of the retailer?
Use Catalog Sales objective and Carousel ad
Which of the following is a benefit of Facebook's targeting options?
ability to reach users across multiple devices
A client must make sure that its account does not exceed a certain dollar spend, and has multiple campaigns active within the ad account. How should this goal be achieved?
ad account spend limit
A user in Business Manager is assigned as an Employee, but requests to be assigned as an Admin. Which of the following new permissions will the user have when assigned as an Admin?
add and remove employees and partners change settings for the business
A startup company wants to promote posts beyond its current organic strategy to increase its reach. The biggest concerns are staffing and supporting its Facebook marketing strategy, and the company decides to use Business Manager. What is a major advantage of this approach?
add, change, or remove ad account and Pages permissions
A client's app is used to book flights and hotels, and wants to make money when users buy tickets through the app. The client needs to acquire new app users and balance CPI with scalability. Target group: Frequent travelers Budget: Flexible, depending on the results Which solutions should this client apply to meet the its KPIs?
an App Installs campaign optimized for app installs Lookalike audience from a Custom Audience of frequent buyers SDK and app events installed in the app
Which two of the following audiences can be applied to Audience Insights as a filter?
an audience based on age, gender, and location demographics An audience that liked one of the advertiser's Pages
An airline is launching a new route between Tokyo and London and wants to let more people know about the route and boost sales for the new launch offer. The airline has a $1,000,000 campaign budget. Which of the following elements should be included in the media plan?
brand awareness with reach and frequency conversions (website) on auction
A mobile phone manufacturer just completed a campaign to showcase its new model using a brand new 30-second video ad. The phone manufacturer believes the new model will mostly appeal to younger audiences. The manufacturer used the same creative on Facebook and Instagram and received the following results: Campaign objective: video views Buy type: auction Optimization: 10-second video views Targeting: 18-65 year olds in Japan, Korea, Taiwan, Singapore, Hong Kong Estimated ad recall lift rate: 7% Which two of the following changes should the advertiser make to the campaign to improve estimated ad recall lift percentage?
change the campaign objective to brand awareness decrease the maximum age to 45 to increase audience relevance
An ecommerce company is running a conversion campaign to increase product sales. The company is optimizing the campaign toward clicks. Campaign results have shown a very low cost per click. The target audiences are failing to convert. What should the company do to improve performance in conversions?
change the optimization goal
A news app developer wants to get additional new users to install its app. The name of its app is well known to its target demographic (males 25-40 years old), but the target audience tends NOT to know about the app's features. The app developer has created videos that explain how to use the app. What should be the primary KPI for this campaign?
cost per install
A luxury brand is showcasing its spring/summer collection and decides to broadcast on Facebook Live in an exclusive partnership. Which of the following creative best practices must be used in this situation?
encourage audience participation ensure the broadcaster has appropriate rights
A client has a fixed budget to run a mobile campaign on Facebook and requires a frequency cap of 2. The client needs to predict reach. What variable can be changed within the Campaign Planner to alter the projected unique reach?
expand the audience
An advertiser has launched a new Instagram campaign to promote a new product. The campaign KPI was estimated ad recall lift, but the results were lower than the Instagram average. · Campaign objective: brand awareness · Asset: video · Campaign length: 4 weeks · Target audience: females 18-34 in the US · Total campaign frequency: 2 Which of the following variables most likely led to a lower ad recall?
low frequency
A well-known retailer ran a Brand Awareness campaign with an existing TV asset. The campaign goal was to increase Estimated Ad Recall Lift. The client reached 70% of the target audience with a frequency of two impressions per week. Estimated Ad Recall remained unaffected throughout the campaign. Which action should the client take to improve performance for a future campaign?
modify the creative for mobile feed
A client implements a Facebook pixel to understand the performance of its Facebook campaigns. Which of the following actions are trackable?
newsletter registrations number of customers who added a product to the cart purchases
A high-end beauty product brand plans to run a key campaign in the middle of the year. The marketing objective is to acquire new customers and re-engage with existing customers to boost sales. The brand's target audience is females between the ages of 31 and 45. Which three of the following target audience groups should the client use to achieve its marketing goal?
people who are interested in beauty and cosmetics people who have visited the brand's website in the past 30 days loyalty program members who made a purchase in the past 180 days
Which of the following are benefits of Facebook's digital advertising platform?
people-based targeting allows for granular targeting methods
A client wants to target all men and women 18-49 with a single campaign. Which two of the following are examples of what the client can do within Campaign Planner?
predict the pacing of spend by day predict how much a campaign will deliver on mobile
A women's fashion ecommerce site is offering its customers seasonal fashion. It has a very demanding and loyal customer base, and it needs to change its catalog frequently in order to keep up with seasonality and trends. Its focus is to drive sales among current customers and acquire equally loyal new customers. Target audience: Women aged 18-34 Loyal customer base (monthly purchasers): 10,000 Catalog: 1,000 items UU monthly: 20,000 Which two solutions should the ecommerce site leverage to prepare a successful campaign targeted to the desired audience?
run a Conversions objective campaign on Facebook and Instagram use Dynamic Ads to retarget people who viewed products on its website
An advertiser uses daily budgets to control ad spend on a Brand awareness campaign with a strict budget cap. The advertiser needs to stay within the allocated budget without affecting other campaigns. How should the advertiser meet this requirement?
set a Campaign Spending Limit
A new eyewear retailer wants to directly engage with new customers on the Facebook platforms. The retailer builds a Messenger experience and needs a strategy to drive users to chat with the brand. Which combination of objective and ad unit should the brand will be the most effective?
set up the campaign using the Messages objective and build Link Ads driving to the Messenger experience
What is the purpose of the random control group in a Conversion Lift study?
to provide a true baseline so that the incremental effect of the campaign can be measured
A professional global cycling brand just released new models of its flagship mountain bike. It wants to promote the release on Facebook and need to create a campaign concept. Which of the following possible ways to use the Audience Insights tool to develop effective campaign strategies?
understand the age and gender demographics from their existing Facebook Page identify markets that have higher audience interest rates in mountain biking
A soft drink advertiser needs to introduce a new product and convert consumers from its competitor. The planner needs to increase recognition of the new product by at least 50%. The advertiser recently created a series of product shots and videos to support the campaign. Which product should the planner recommend to the advertiser?
video ad with brand awareness objective
The owners of a small ecommerce website with 18 items plans to launch re-targeting campaigns on Facebook. Which solution should be used?
website Custom Audiences
Which three steps are required to set up a Nielsen BrandEffect measurement study?
work with Nielsen and Facebook to agree on the fixed ad recall question make sure minimum eligibility requirements are met work with Nielsen and Facebook to agree on two custom questions
A newspaper brand launches a new site. The brand needs to determine which digital channel performs better and generates more traffic to key pages on the site. Which is the most valuable KPIs for the brand to use?
Clicks and CTR to key pages
An advertiser needs to run ads with Reach and Frequency. At which level can the advertiser set this?
Campaign Level
A smart watch manufacturer wants to showcase various features of their new product with an Instant Experience. The main objective is to drive traffic to the site. Which component in the Instant Experience can link to the site?
Carousel
A mega ecommerce site has 500,000 products.The site has massive traffic, but the conversion rate is low. As part of the strategy to improve ROAS, the marketing manager wants to run retargeting campaigns on Facebook to show website visitors items that are relevant to what they have viewed or purchased. Which campaign objective and ad format combination should the advertiser select?
Catalog sales campaign with dynamic ads
A campaign manager is running a Video Views objective campaign on Facebook and recently received updated video assets. The client wants the campaign manager to edit the active ad with the new video asset. The accompanying text must remain the same. Which of the following is a guaranteed outcome?
The ad's reactions, comments, and shares reset.
A Facebook branding campaign for an upcoming shoe launch has just ended. The campaign consisted of three branding videos. The shoe will be sold online within a week. The retailer decides to use Facebook ads to drive online sales. Past data indicates that site visits are the best predictor of sales, so management wants to take advantage of the incidental traffic that the branding campaign drove to their website. The retailer only has a small budget and wants to keep the audience size small. Which targeting option is most appropriate?
Use website custom audiences to retarget people who reached the landing page.
An advertiser is launching a video that showcases a new product line. The advertiser wants to get as many views for the video as possible. A secondary objective for the advertiser is to add a link to the video to connect people to the website to learn more about the new product line. Which objective should the advertiser select for this campaign?
Video views
