Facebook Test
A media analyst for a garden center observes a healthy uptick in online purchases from 18-34 year olds during a recent client's campaign. The insights show that 20% of the U.S. population, ages 18-34, report gardening as a leisure pursuit. What type of research might support this data? Select two.
- 18-34 year old customers primarily use the client's mobile app to browse the inventory. - #urbangarden and #urbangardening each have over 1M posts on Instagram.
Which of the following may cause lower user value scores? (Choose 3.)
- Ads that link to web pages with poor user experience - Ads that link to websites with slow load times - Poor content experiences on landing pages
Who should avoid reach and frequency buying?
- Campaigns with small target audiences. - Campaigns with small budgets.
Who is Campaign Planner intended for?
- Media Planners - Facebook Marketing Partners
What are the main differences between RCT and A/B tests?
- Results from RCTs provide the casual effect; A/B test results do not provide the true casual effect. - RCTs have a control group; A/B tests do not.
Which two factors does the Facebook ads delivery system try to balance? (Choose 2.)
- Value for advertisers - A positive, relevant experience for people who see ads
What are the core capabilities of Campaign Planner?
- purchase plans - predict reach and frequency - easily share plans - Create and compare plan versions
Below are the steps required to create a reach and frequency ad set.
1. Access Reach and Frequency from the initial screen in Ad Manager 2. schedule your campaign 3. narrow down your audience 4. select your placements 5. review and finalize your ad set
Place the following steps of an ad's journey in the correct order.
1. a person scrolls through their news feed 2. Facebook determines advertisers' bids in an auction 3. an ad auction winner is chosen based on its highest total value 4. the person sees an ad that facebook considers most valuable and relevant
What is the minimum confidence level required to be considered reliable?
75%
Which of the following can be used as seed audiences? (Choose two)
A Page A Custom Audience
Match the insights with the stakeholder consideration categories.
A former talent just signed a deal with a competitor. - Creative Global protest marches are scheduled for central business districts on Black Friday. - Schedule Sales went up 15% in the last quarter. - Budget Our TV spot is too long for the Facebook News Feed. - Creative Overall, people began shopping earlier for the holidays in 2019. - Schedule
At what stage of the ad creation process can advertisers set targeting options?
Ad set level
What are the three main components of the delivery system? (Choose 3.)
Auction, Pacing Controls, and Advertiser Controls
What is the percentage of people that are in both selected audiences referred to as?
Audience overlap
Which of the following is true about Campaign Budget Optimization (CBO)?
CBO makes the most efficient use of your budget spending to get you the overall best results, and ensure that the cost of those results aligns with your bid strategy.
Behavior targeting lets you reach people based on which of the following? Select all that apply.
Device usage Other activity on Facebook platforms
Which of the following tools allows you to view the estimated daily results based on changes you make to budget, audience, bid amount and placements?
Estimated Daily Results
If you are seeking to reach people living in, or recently lived in a location, which location- based audience would you request your ads be delivered to?
Everyone
In order to create a Custom Audience based on visitors to your website, what should you add to your site's code?
Facebook pixel
True or False: Split testing is a reliable and accurate solution that allows you to understand incremental impact?
False
True or false: If someone makes a purchase from you over the telephone, it's not possible to add them to a Custom Audience in the future.
False
True or false: You only create a Custom Audience when you want people in that audience to see your ad (i.e. be included in your campaign).
False
Match the following
ITT: this technique helps minimize potential bias in test results Conversion Lift: this helps you understand how a single marketing campaign or strategy is driving incremental sales and conversions. Brand Lift: this provides brand metrics to understand how well your ad campaign resonated with people. Multi-Cell: this allows two or more variables/strategies to be tested while also providing the incremental lift for each of them.
You work for a mobile game development company. Which targeting type may help you reach your target audience most effectively?
Mobile device user
Read the following excerpt of a marketing strategy, then answer the question. "A government agency recently reported that 18-34 year olds are more likely to live in urban areas. We learned from a research firm that they tend to have smaller yard lots. So, the type of plants, equipment and tools they purchase will need to work well in tighter spaces. In addition, outdoor living enthusiasts prefer lawn and garden products that are efficient and easy to use — products that allow them to enjoy the outdoors without adding too much extra work to their schedules." What types of marketing insights are covered within the excerpt? Select two.
People Insights and Industry Insights
Match the following Insights
People Insights: Singles Day is gaining momentum in China and Europe Advertising Insights: Facebook and Instagram drove 22.6% incremental reach to TV and a 12-pint lift in ad recall in the campaigns studied.
Match the appropriate pacing behaviors below.
Spending is too fast, the bid is decreased. Spending is too slow, the bid is increased. Spending is just right, the bid is maintained.
If you wanted to spend your budget evenly over the duration of the campaign, which delivery method would you use?
Standard
If your creative message does not need to be delivered in any particular order or on any particular date, what type of delivery method should you choose?
Standard
Which of the following is the interface that allows you to create advertising tests and analyze their results?
Test and Learn
Cost per click (CPC)
The cost an advertiser pays each time someone clicks the ad.
Cost per mille (CPM)
The cost an advertiser pays for every 1,000 clicks on an advertisement.
Cost per conversion (CPC)
The cost to acquire a customer who takes action (for example, makes a purchase, installs an app and so on).
What is the definition of a frequency cap?
The maximum number of times your ad will be delivered to someone within a given period of time.
Why is an ad's relevance important to an ad's performance?
The more relevant your ad is to your audience, the more competitive it's likely to be in ad auctions
Which of the following best describes the learning phase?
The period during which the delivery system learns enough about your ad set to stabilize performance
Which of the following is true when conducting an A/B test?
There is no control group
Which is true of a Lookalike Audience created with an audience size of 2?
There will be a significant overlap between the seed and the Lookalike.
What is a primary use case for Lookalike Audiences?
To help you target ad delivery to people similar to ones they already know
Which of the following points to a causal insight and which points to a correlative insight?
We ran two ads, and the ad featuring the celebrity wrestler was the clear winner. - Correlative Our incremental measurement data is showing our customers converting within a week, after they have seen our Instagram feed and logged in for a free webinar. - Casual We consistently sell out of umbrellas in April - Correlative We are looking to sell more umbrellas in March, and we are running a randomized control trial (RCT) to test the strength of our digital marketing program. - Casual
When should you use Delivery Insights?
When you want a comprehensive look into your ad set's performance
The formula that determines the winning ad in an auction is written as:
[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value
Which of the following is the correct equation for Total Value?
[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value
Facebook solutions for RCTs
brand lift conversion lift
For which of the following objectives would you recommend reach and frequency buying? Select the three best answers.
reach, brand awareness, and video views
Facebook solutions for A/B tests
split testing
Which of the following is true when conducting a randomized control trial (RTC)?
the test and control groups are similar on all dimensions except ad exposure.
What is the main purpose of conducting a RCT?
to measure the true impact of your ads
