What is required for businesses who want to drive ticket sales for their event?
A URL to the ticketing website
Which of the following can be concluded from our research to understand optimal frequency caps?
A frequency cap of up to two impressions per week was shown to be sufficient to capture a substantial portion of the total potential brand impact
A retailer is planning a campaign for its new season launch with a 60-second video that features upcoming season trends. The advertiser needs to drive awareness and maximize reach among people ages 18 to 39. The campaign is 4 weeks long with a $150,000 budget. Which strategy should be recommended for this campaign?
A reach and frequency buy that optimizes to video views on Facebook and Instagram.
Within the Facebook campaign structure, what can be controlled at the ad level?
Ad creative
A business sees in its ad report that the amount spent for a recent campaign was $10,000. The campaign, using the lead generation objective, resulted in 12,041 leads. What was the business's cost per result?
$0.83 per lead
A Korean mobile app game brand has expanded to the US. The brand needs to launch a Facebook campaign. The campaign marketer knows the following: - Objective: drive app installs and acquire new users - Target: 18-35 Android users living in the US - Facebook SDK: implemented (No app event has been implemented yet.) - Average CPI for game apps in the US: $6 - Average lifetime value of a user: $11 The marketer ran a test campaign for mobile app installs on Facebook and acquired the following information: - Average CPM: $13 - Impression to click conversion rate: 5% - Click to app install conversion rate: 15% The marketer is aiming for 250% ROAS and wants to acquire at least 9,000 new users. How much budget should the marketer allocate on app install campaigns on Facebook?
$15,600
An ecommerce advertiser has the following results: - Lifetime value of an acquired user is $10 - Cost of doing business is $1 - Desired profit per user is $2 What is the advertiser's true bid on a cost per acquisition campaign?
$7
What two requirements must a business meet to be able to create a lead ad?
-A URL to a privacy policy on their website -Admin or Advertiser permissions to the business's Facebook Page
-Facebook Pages for Business -Become a fan
-Distinct, customized profiles designed for businesses, bands, celebrities, and more -broadcast their interactions with pages to their friends 2007
-The like button -Target ad delivery by lang, geo, and conncetions
-Evolved the become a fan button to let people initiate a connection with their favorite businesses - 2009
A fashion ecommerce advertiser used Dynamic Ads to retarget people who visited their website in the past 30 days. Their website has 5000 different kinds of products, including women's clothing, men's clothing, shoes, and accessories. The advertiser uploaded all of the products into the product feed and created a product set that contained every product. The campaign started 3 weeks ago. CPA has been increasing since then. Which three actions could the advertiser now take to optimize the performance of their campaign?
-Exclude website visitors who have made a purchase in the past 30 days -Create a new ad set with the same product set and target people who added items to their cart in the past 30 days -Create new ad sets with product sets based on different product categories
Available placements for your mobile app ads include
-Facebook Mobile News Feed -Instagram -Audience Network
A CPG brand sells personal care products and plans to launch a new product across devices and mediums in the market. For its post-campaign review, the brand wants to learn how this new product has created the awareness within the target audience, if the target audience can recall the campaign message afterwards, and whether or not the target audience likes this new product. Which two measurements help the brand measure its business objectives?
-Facebook brand lift polling -Nielsen Brand Effect study
What is required for a business to create dynamic ads for travel?
-Facebook pixel and/or SDK -Hotel catalog
Which of the below is information that a business can't ask for in a lead ad?
-Financial information -Usernames
A Facebook Mobile Measurement Partner can help you
-Get deeper insights about your campaign performance -Dedupe data for more accurate insights -Measure aggregated results across several ad networks
You can share your plans in which of the following ways?
-send an email that includes the major details of the plan and links to it -export a CSV of the versions of you plan
Core Audiences
-sometimes called saved audiences are based on: -intent/interest -geographic -lifestyle/life-stage -demographic -purchase-based
When you create multiple versions of a base plan, what are some of the campaign inputs that you can tweak for comparison purpose?
-targeting -campaign duration -placement -frequency cap
Audience Network would be a great fit to achieve which of the following advertising goals?
-to drive video views -to drive installs to mobile apps
A client wants to run a campaign against their Custom Audience. The client needs to use the most secure way to upload the CRM list and create a Custom Audience.
-upload the data directly into Power Editor and create the Custom Audience -upload the data directly into Ads Manager and create the Custom Audience
Facebook Launch
2004
An advertiser has implemented the Facebook pixel on its website's order confirmation page. Yesterday the metrics were registered as follows: 120 checkouts 52 orders completed 72 products sold 28 customers have visited the page to check their order status What should be the Purchase event count?
52
Partner Categories
Allowed advertisers to target the right people based on their activity off Facebook 2013
How long can a reach and frequency campaign run?
Between 1 and 90 days
What are the eligible placement options for ads that link to Messenger?
Facebook news feed
A brand is selling shoes through a website and needs to track the number of sales that result from someone seeing or clicking on an ad on Facebook. What should be implemented to get this information?
Facebook pixel
What do we use to capture data on which hotels someone has browsed on a business's website?
Facebook pixel
You'd like to create a Custom Audience based on web engagement. What must you or your developer include in the website's code?
Facebook pixel
What action might you take to learn about members of a Custom Audience?
Go to Audience Insights in your ad account
What type of audience can help marketers find people similar to their best customers?
Lookalike
Platform for visual expression allowing advertisers more opportunities to reach their target audience 2014
A food delivery retailer is very successful in its home country and plans to expand to more markets. The retailer started with taking delivery orders online. Facebook has been a successful marketing platform for the retailer with a website conversions campaign to acquire online orders. Recently the company has developed a mobile app that allows customers to order from their phones. Feedback on the new app is very positive because customers have a better mobile experience ordering and paying in the app. The retailer finds out that target audiences in the new markets are more likely to purchase on mobile. What should be the primary goal for this brand to promote its business in the new markets?
Promote brand awareness by driving mobile app downloads from the new markets
A big box home improvement brand wants to run a triple-play message strategy to drive brand association, sale awareness, and product conversion within a month-long holiday effort. Based on previous campaigns, the brand knows that reaching the core customer A25-54 with a frequency of 2 per week drives their greatest ROI. Which approach will achieve this objective?
Reach and frequency, Sequential messaging
A fashion advertiser is running a promotion for its new line of shirts. The campaign has been running for 60 days.Until last week, the campaign performed steadily and delivered positive results. Since then, delivery has declined by 80%, conversions have tapered, and CPM has increased. The campaign has the following components: - Frequency - 5Bid - Auto Interests - Fashion interests - Bid type - oCPM for conversions What should the advertiser do to improve performance?
Refresh the creative
A brand wants to leverage its sponsorship of a major league baseball team that has reached the playoffs. The brand has shifted its TV budget and needs to achieve mass reach on this key date. Using the Facebook family of apps, which recommendation should be provided to this brand to achieve this goal?
Run a reach and frequency campaign to a broad target audience
A client has implemented the Facebook pixel and needs to remarket toward cart abandoners. What should a buyer use to create a Custom Audience to achieve this objective?
Site traffic
A major bank in the UK is transitioning to a mobile service only. The bank needs to drive adoption of its new app among 50% of its existing customer database by the end of the year. Which Facebook advertising strategy should the bank use to meet these requirements?
Use a Custom Audience with Mobile App Install Ads
What is the biggest difference between an offer post and an offer ad?
You can post offers to your Page for free, but need to pay for offer ads
Which of the following is false about Canvas?
You need to be a mobile developer to build Canvas experiences
To get your installed base of app users to engage with the content in your app, you want to only target people who have downloaded your app. What needs to be in place before you can target these people?
Your app has implemented the Facebook SDK
What is a factor to consider when setting your ad's frequency cap?
Your market share and how differentiated your message is
What information do we recommend businesses include in their event post so people can see what their friends are doing which may help them decide if they want to go?
a set date and time
An advertiser has five different images to run a carousel ad unit. The correct objective has been chosen. At which level should the advertiser create the carousel ad unit?
ad level
Where should the advertiser navigate to perform this task?
ad level
An advertiser is creating a campaign and needs to see the potential size of the audience they selected. At which level of the campaign creation process should the advertiser be able to see this information?
ad set level
At what level in our buying interfaces can the schedule, audience, and placements of a reach and frequency campaign be edited?
ad set level
At what stage of the ad creation process can advertisers set targeting options?
ad set level
A client is about to launch a new gaming app and wants to run a campaign to drive app installs. The client needs to make sure that Facebook delivers the best results for the campaign. What is the first step that the client should take before running the campaign?
add the Facebook SDK to the client's app
An agency has a new client. The client wants to use their own ad account but needs to give access to the agency. Which tool should the client use?
ads manager
Where can you find measurement reporting for offer ads?
ads manager
API
an interface taht allows software to interact with other software
Which offers require a website URL?
any offers that can be redeemed online
A mobile app brand decides to run a mobile app install campaign on Facebook. However, an app installation has NOT occurred for more than 3 days. Which feature is likely set up incorrectly?
app events
Custom Audiences
audiences based on various interactions within Facebook, your website, mobile application, Instagram, offline activities or you database. They are used for the following objectives: -awareness: build your brand -consideration: drive intent with high-value prospects -conversion: acquire new customers by finding people who are most like your best customers -loyalty
An advertiser is launching a large brand campaign for 4 weeks on Instagram and Facebook. The KPIs are ad recall and campaign awareness. Minimum audience has been reached. What is the optimal measurement study to measure these KPIs?
brand lift study
An agency is taking on a new client. The client has their own ad account and their own pixel. The agency is going to run a new campaign, and they need to gain access to that pixel. Which tool should the agency use to gain access?
business manager
An agency is working with 10 clients who actively advertise on Facebook. The agency needs to make sure that the right people have the correct access to the client's ad accounts. Which tool should the agency leverage to meet this requirement?
business manager
How do we determine what metric appears in the Results column of a business's ad reports?
by objective
An advertiser needs to run ads with the Brand Awareness objective. At which level can the advertiser set this?
campaign level
When creating a campaign in Power Editor, what action must be taken first?
choose an objective
A water purifier brand wants to use Facebook to identify new customers. The advertiser is NOT yet well known in the market due to distribution issues. Existing customers are generally very satisfied and loyal to the brand. What kind of targeting strategy should the advertiser use?
create a Lookalike audience from the existing database and use it for targeting
What is required to start delivering ads on audience network?
create a campaign with an objective supported by audience network
A restaurant has CRM data from its loyalty program. The restaurant needs to launch an up-selling and prospecting campaign around the new items on the menu. Which strategy should the buyer recommend to meet both of the client's goals?
custom audiences and lookalike
Buying reach and frequency is the best solution if you want to:
increase brand awareness
A buyer is responding to an RFP from a title company with the following details: - Objective: Build a database of consumers seeking to buy a home - Target: Males/Females 25+, within a 25-mile radius of a major city - Reach: 50%+ of target - Assets: Carousel images What should the buyer bid towards to achieve the objective?
leads
Which of the following is the default and recommended ad delivery optimization for Traffic ads?
link clicks
A large fashion retailer sells its shoes exclusively to women in the UK online. The retailer has been running a Facebook acquisition campaign for the past 6 months. During the past 2 months, the brand's customer sales have decreased. The retailer needs to create a new audience that closely resembles the customers that are already buying from its website. Which audience matching tool should the retailer use?
lookalike audience
Which of the following goal is the best fit with the Reach objective?
make people aware of your new store opening
A client needs to deliver video views of 10 seconds or more. After the first 24 hours of being live, reporting indicates that videos deliver at 3 seconds or more. Which troubleshooting task should be used to fix the problem?
make sure that the campaign optimization is set to CPV video
A buyer is running a campaign. The goal is to increase the maximum number of people reached by a video asset of a new car launch. Which bid type should the buyer use to meet the goal?
oCPM for Reach
How many custom questions can a business add to a lead ad form?
one
SDK
provides a set of tools, libraries, relevant documentation code samples, processes, and or guides that allow developers to create software applications on a specific platform (API=building blocks, SDK=workshop)
An advertiser recently ran a Website Conversions campaign on Facebook. They implement the Facebook pixel and track the Add to Cart, Initiate Checkout, and Purchase events. After the campaign the advertiser needs to determine their return on ad spend (ROAS). Which metric should the advertiser use to determine the ROAS?
purchase conversion value
A travel brand is launching a vacation service for retired people to visit high-end hotels in major cities. The travel brand needs to raise awareness of the new service for their intended audience. The campaign is currently based on the following native targeting variables: - Job - Age of children in the household - Age - Income - Luxury travel The client needs to increase its audience size while meeting its requirements. Which strategy should the client use?
remove the job, income, and age of children in the household variables
A boutique hotel client launches a mobile app and needs to drive app installs on Facebook and Instagram. The client is limited to a marketing budget of $100,000 USD. How should the media buyer avoid overspending the marketing budget?
set a campaign spending limit
A brand advertiser is launching a 3-day sale and needs to make sure each ad creative reaches the same audience. Research suggests that exposing unique audiences to their message consecutively drives their brand and ROI results. How should the buyer set up this campaign?
set up one reach and frequency campaign with sequential ads
Lookalike audiences
target customers similar to what you have in you custom audiences based on what you select from: -existing customers -website traffic -existing mobile app users -other countries similar to current customers -custom audience: Facebook pixel or Facebook SDK -Facebook Page:fans -CRM database: emails, phone numbers or user IDs
Reach and frequency pricing:
the cost is always CPM (cost per every 1,000 impressions)
You can allow plan recipients to perform certain function after you've shared the plan with them. Which of the following is not a function that plan recipients can perform?
they can share it directly with other people
When events become large, how many times can a business change the time or location of their event?
three times
Which objectives can you use to create an offer ad?
traffic or conversions
A client sells shoes on an ecommerce website. The client needs to maximize the number of sales on the website and the return on ad investment. The client is launching its first Facebook campaign. The client has implemented the Facebook pixel on the website and added the conversion value as a parameter. Which campaign metrics should be focused on?
website conversions, cost per conversion, ROAS
True about Campaign planner?
-does not require an ad account to access though you must be associated to a business in business manager, and are required to input a page when creating media plans -you have the ability to attach an ad account when building plans in campaign planner, so you can access your saved audiences and advanced demographic targeting
Implementing the Facebook SDK in your app enables you to
-measure in app conversion -create re engagement ads -measure app events
You work for a mobile game development company. What TWO targeting types may help you reach your target audience most effectively?
-mobile device user -digital activity
What are TWO targeting options that restrict the types of products and services that can be marketed?
-multicutural affinity -age
A children's fashion brand has more than 100 outlets in the UK. The brand is running a Facebook campaign for its mid-year sales. The brand runs three ad sets in parallel to reach different audience groups: 1. Parents with children ages 12 or younger 2. People with affiliation to fashion brands 3. The brand's VIP members who purchased over $1000 in the past year Which three targeting methods is the brand using in this campaign?
-demographic targeting -interest targeting -custom audience targeting
A gaming client develops a new mobile app and asks to apply all solutions that will allow the client to grow the user base. Game description: upgraded Sudoku game available on iOS and Android Target group: Women 25-50, active, who play while traveling or during free time
-Implement Facebook SDK for both Android and iOS to control campaign results - Implement app events to measure lifetime value of users and create custom audiences -Use the mobile app installs objective preferably with carousel format or video to boost the attractiveness of the advertisement
-Sponsored Groups -Facebook Ads
-Large retailers were able to direct market to Facebook users. -Ads could appear in the right hand column 2006
A client opens a new retail location and needs to drive foot traffic with local awareness ads. Which two CTAs are options for this ad unit?
-Learn more -send message
The app install objective can help you
-Optimize ad delivery based on app events -Acquire new, valuable customers to download your app
Engagement ads
-People could make comments, share gifts from the ad with friends, or become a fan of the product or company. This generated a notification in their news feed and continued the tradition of keeping advertising personal and unobtrusive. 2008
What are some benefits of using promo codes?
-Promo codes can make your offer more memorable and shareable -Unique codes can help you limit the number of offers available -Scannable codes can streamline in-store use
How can a business access their lead data?
-Through a customer system integration -Download it from their business Page, in Ads Manager, or in Power Editor -Implement the Marketing API
What do we recommend businesses do when creating a Facebook Event?
-Use a clear and short event name -Add a co-host to help spread the word about your event -Set an arbitrary date and location so you can easily change it later
Which of the following can be used as seed audiences?
-a page -a custom audience
-Ads in news feed -Non connected page post ads -Custom Audiences
-ads in the normal feed -share ads with anyone they wanted to target -Allowed advertisers to connect on Facebook with data collected outside of Facebook 2012
Which two resources should be used specifically when creating ads on Facebook?
-ads manager -power editor
True about audience network
-audience network extends ad campaigns beyond Facebook by delivering your ads on audience network publishers -audience network ads can deliver on mobile, desktop, and/or connected TV, depending on the objective
Audience network enables advertisers to ensure brand safety and control where ads will deliver through:
-category controls -block lists
Which of the below are available reporting controls?
-columns -search
A retail brand needs to identify Audience Overlap between their audiences. Which two types of audiences can the agency use with the Audience Overlap Tool?
-custom audiences -lookalike audiences
A travel portal site advertiser wants to know their customers to improve their marketing strategies. The advertiser does NOT have customer information except for cookies, name, email address, and phone number. Which two pieces of audience information are available within the Audience Insights tool?
-devices used -demographic
A buyer is responding to an RFP for a media and entertainment brand campaign with the following details: - Objective: Increase viewership by delivering video views of 10 seconds or more - Target: Females 25-54 - Reach: 55%+ of target - Assets: Video What is the appropriate bidding parameter?
CPV
What is the primary application of the Reach objective?
Expose your ad to the greatest number of people over a certain time period
What makes Facebook and Insta reach and frequency advertising solution so unique?
FB allows for predictable, controllable connection with people based targeting
What do we call a structured file that contains information about a business's hotel inventory?
Hotel feed
Which of these options is not available to you when you choose website as your ad destination?
If your web page is not optimized for mobile devices, Facebook will automatically turn it into a mobile-responsive page
A client is running a website clicks campaign through the auction on Facebook and has two ad sets with almost exactly the same target audience. Which issue does this create for the advertiser?
The ads compete against each other when the campaign starts.
Which is true of a Lookalike Audience created with an Audience Size of 2?
There will be significant overlap between the seed and the Lookalike
What is the primary use case for Lookalike Audiences?
To help marketers target ad delivery to people similar to ones they already know
A start up brand offers premium cosmetics. The organic products are NOT tested on animals and have been proven to improve skin health. The customer has a small, growing, and very loyal customer base. The brand also has an internal creative team that specializes in video. The brand has two key objectives: 1. Continue to build brand awareness across the Facebook family of apps and services 2. Make sales via its ecommerce store Which strategy should be used to meet these two objectives?
Use video ads across both Instagram and Facebook with the brand awareness objective and retarget using Dynamic Ads
A cosmetics advertiser is planning a campaign in the US for its newly launched lipstick in the market and needs brand metrics to measure campaign effectiveness. - Spending is $150,000. - The campaign length will be about 2 weeks. - The estimated impressions will be about 16M. - The target audience size is 4.8M people. - The campaign will be running on both Facebook and Instagram. - The creative assets will be mixed with images and videos. The advertiser needs to meet the minimum requirements for a BrandEffect measurement study. Which adjustment should be made to meet these minimum requirements?
extend campaign length to more than 4 weeks