FB Blueprint Knowledge Checks

If you want to see the number of outcomes you achieved in your campaign, which performance column in Ads Manager should you refer to? Reach Delivery Results Amount spent

Results

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? Specific Standard Sequenced Scheduled

Standard

What is the percentage of people that are in both selected audiences referred to as? Audience exclusion Core audience Audience overlap Custom audience

Audience overlap

Drag & Drop the term with the proper definition. Terms: Test Groups, Results, A/B Tests, Ad Versions Definitions: 1. This type of experiment lets you test different versions of your ads so you can see what works best and improve future campaigns - __________ 2. The random, non-overlapping audiences in an experiment - __________ 3. This is what happens when Facebook duplicates your ads and changes the variable you choose - __________ 4. Shows which ad produced the lowest cost per result - __________

1. A/B Tests 2. Test Groups 3. Ad Versions 4. Results

Match the appropriate pacing behaviors below. Outcomes: Bid is reduced, Bid is increased, Bid is maintained 1. Spending is too fast. 2. Spending too slowly. 3. Spending is just right.

1. Bid is reduced 2. Bid is increased 3. Bid is maintained

Which of the following points to a causal insight and which points to a correlative insight? Select your answers from the drop-down menu and click the submit button. Terms: Correlative, Causal 1. We ran two ads, and the ad featuring the celebrity wrestler was the clear winner - ___________ 2. 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 - ___________ 3. We consistently sell out of umbrellas in April - ____________ 4. 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 - ____________

1. Correlative 2. Causal 3. Corrleative 4. Causal

Match the insights with the stakeholder consideration categories. Select your answers from the drop- down menu and click the submit button. Terms: Budget, Creative, Schedule 1. A former talent just signed a deal with a competitor? 2. Global protest marches are scheduled for central business districts on Black Friday? 3. Sales went up 15% in the last quarter? 4. Our TV spot is too long for the Facebook News Feed? 5. Overall, people began shopping earlier for the holidays in 2019?

1. Creative 2. Schedule 3. Budget 4. Creative 5. Schedule

Match each advertising goal to its metric. Terms: Conversion event, Link Clicks, Estimated Ad Recall Lift (people), Reach, Post Engagement 1. Brand awareness 2. Reach 3. Traffic 4. Engagement 5. Conversions

1. Estimated Ad Recall Lift (people) 2. Reach 3. Link Clicks 4. Post Engagement 5. Conversion event

Match the description with the correct terminology. Terms: Brand Lift, Conversion Lift, Multi-cell, ITT ​1. This technique helps minimize potential bias in test results. - __________ ​ 2. This helps you understand how a single marketing campaign or strategy is driving incremental sales and conversions - __________ 3. This provides brand metrics to understand how well your ad campaign resonated with people - __________ 4. This allows two or more variables/strategies to be tested while also providing the incremental lift for each of them - __________

1. ITT 2. Conversion Lift 3. Brand Lift 4. Multi-cell

Identify each of these scenarios and if they are (A.)Facebook pixel, (B.)Facebook SDK for mobile app or (C.)Offline Conversions. 1. Andrea owns a brick-and-mortar shop and launches an ad campaign for a sale that reaches people who have visited her store. 2. Tevah manages a nonprofit and wants to understand donations on his website 3. Xi is a game developer for Android and wants more people to download and play her game 4. Yvonne owns an E commerce business and hopes to increase sales on her website

1. Offline Conversions 2. Facebook pixel 3. Facebook SDK for mobile app 4. Facebook pixel

Let's see how well you know your insight categories. Drag each insight to the corresponding category, then click Submit. Terms: People Insights, Industry Insights, Advertising Insights Insights: 1. Ways to leverage #ThrowbackThursday and #FlashbackFriday - _______________ 2. Facebook and Instagram drove 22.6% incremental reach to TV and a 12-point profit lift in ad recall in the campaigns studied - ______________ 3. Singles Day is gaining momentum in China and across Europe - ______________

1. People Insights 2. 3.

Based on the stated goal, choose the best objective. (Match the goal to the ad objective) Objective options: Store Traffic, Reach, Engagement 1. Encourage people to purchase from your physical store - _________ 2. Show your ad to the maximum number of people within your audience - _________ 3. Reach your followers who are interested in attending your event - _________

1. Store Traffic 2. Reach 3. Engagement

Drag and drop each strategy to the appropriate ad type. Terms: TV commercial, Mobile ad 1. Take time to build a story 2. Communicate the story line well without sound 3. Innovate new ways to engage the viewer 4. Use horizontal aspect ratios 5. Use the first 3 seconds to entice the viewer 6. Use vertical aspect ratios

1. TV 2. Mobile 3. Mobile 4. TV 5. Mobile 6. Mobile

Drag & Drop the term with the proper definition. Terms: Results, Control Group, Test Group, Treatment Definitions: 1. The group that could potentially be exposed to the treatment - __________ 2. The group that won't be exposed to the treatment - __________ 3. The variable that the test group is exposed to - __________ 4. The true impact of an ad. Also known as "lift" - __________

1. Test Group 2. Control Group 3. Treatment 4. Results

Knowledge check Place the following steps of an ad's journey in the correct order. a. a person scrolls through their News Feed b. the person sees the ad that Facebook considers most valuable and relevant c. Facebook determines the advertisers' bids in an auction d. an ad auction winner is chosen based on its highest total value

1. a 2. c 3. d 4. b

Below are the steps required to create a reach and frequency ad set. Select the right number to put them in the right order. a. Schedule your campaign. b. Narrow down your audience. c. Review and finalize your ad set d. Access reach and frequency from the initial screen in Ads Manager e. Select your placements

1. c 2. e 3. b 4. a 5. d

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 2) 18-34 year old customers primarily use the client's mobile app to browse the inventory. This group is more likely to live in urban areas that have smaller yard lots. #urbangarden and #urbangardening each have over 1M posts on Instagram. Outdoor living enthusiasts prefer lawn and garden products that are efficient and easy to use.

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.

When framing for mobile, which aspect ratios work best? Select all that apply. 16:9 4:5 1:1 9:16

4:5 1:1 9:16

What is the minimum confidence level required to be considered reliable? 50% 90% 100% 75%

75%

Which of the following can be used as seed audiences? (Choose two) A Page A Core Audience A Custom Audience An Audience Segment

A Page A Customer Audience

Which of the following is an example of a reporting tool? A dashboard in Facebook Analytics Split testing Nielsen Brand Effect A brand lift study on Test and Learn

A dashboard in Facebook Analytics

Knowledge check Which two factors does the Facebook ads delivery system try to balance? (Choose 2.) A positive, relevant experience for people who see ads Advertiser controls Value for advertisers The learning phase

A positive, relevant experience for people who see ads Value for advertisers

Who should avoid reach and frequency buying? Select the two best choices. Campaigns with large target audiences. Campaigns with small target audiences. Campaigns with large budgets. Campaigns with small budgets.

Campaigns with small target audiences. Campaigns with small budgets.

At what stage of the ad creation process can advertisers set targeting options? Campaign level Ad level Ad set level Ad account level

Ad set level

What's the best way to optimize a TV commercial that relies heavily on the narrator to convey the key message? Add captions Use text overlays Use flashy graphics to entice Add music to the background

Add captions Use text overlays

Where in Ads Manager can you find your reports? Catalogs Automated Rules Events Manager Ads Reporting

Ads reporting

Which of the following may cause lower user value scores? (Choose 3.) Ads that link to web pages with poor user experience Poor content experiences on landing pages Ads that link to websites with slow load times Ads that link to fast landing pages with minimal barriers to page engagement

Ads that link to web pages with poor user experience Poor content experiences on landing pages Ads that link to websites with slow load times

*Overview*: FilmStreamNow is a subscription-based online video streaming company based in the UK. *Goal*: Increase monthly downloads of their mobile app. *Strategy*: Develop trailers and interactive assets that showcase the most-watched content on FilmStreamNow by the target demographic. *Audience*: College students who have visited the website or app download page. *History*: FilmStreamNow has run several campaigns on YouTube and Facebook offering discounts and seven-day free trials. These campaigns were fairly successful. Now the client would like to retarget people who visited the webpage or app homepage but did not take further action. Choose the best objective for this business: App Installs Lead Generation Store Traffic Engagement

App Installs

What are the three main components of the delivery system? (Choose 3.) Auction Advertiser controls Pacing controls Learning phase

Auction Advertiser controls Pacing controls

Which component in Ads Manager's dashboard allows you to see more detailed dimensions of how your ad performed by time, delivery or action? Breakdowns Columns drop-down Filter Search

Breakdowns

Which of the following is true about Campaign Budget Optimization (CBO)? CBO is the period when the delivery system still has a lot to learn about an ad set. CBO is a setting that limits how often ads can be shown to a person. CBO is how we ensure that we spend your budget evenly over the schedule of your ad set. It's also a mechanism for helping us meet the cost goals of your bid strategy. 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.

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.

An auto dealership has a new line of cars they want to showcase to their customers. They want to integrate a 15 second video with 20 images of each car to increase consideration. Which ad format might work best for this business? Select the most appropriate answer Video Single image Collection Slideshow

Collection

Which of the following statements about data and insights is correct? Insights are raw information. Data is the raw information that allows you to determine insights. You need to have insights before you can get data. Data alone allows you to improve your marketing strategy.

Data is the raw information that allows you to determine insights.

What type of data is available through Ads Manager? Select all that apply: Demographic information about your audience, such as age, gender and location. The unique number of people your ad reached. Personally identifiable information about your audience. The unique number of people who engaged with your ad.

Demographic information about your audience, such as age, gender and location. The unique number of people your ad reached. The unique number of people who engaged with your ad.

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 Business Manager Reach and Frequency Manager Delivery Insights

Estimated Daily Results

Read the definitions below. Then answer the following question. Website purchases are the number of purchase events tracked by the Facebook pixel on your website and attributed to your ads. Estimated ad recall lift is an estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days. This metric is only available for assets in the Brand awareness, Post engagement and Video views Objectives. *Question*: Akash wants to promote his new catering business so his brand is top of mind for potential customers. He decides to launch a series of Facebook ad campaigns to show off his menu and catering services. Which ads reporting metric will indicate whether people remember seeing his Facebook ads? Select an answer. Estimated ad recall lift Website purchases

Estimated ad recall lift

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 Visitors New Residents Local

Everyone

Which of these does NOT tell you how people are interacting with your website? Custom conversion Standard event Facebook events Custom events

Facebook events

In order to create a Custom Audience based on visitors to your website, what should you add to your site's code? Facebook pixel Facebook SDK SSL data hashing iOS IDFAs

Facebook pixel

If someone makes a purchase from you over the telephone, it's not possible to add them to a Custom Audience in the future. (T/F)

False

Split testing is a reliable and accurate solution that allows you to understand incremental impact. (T/F)

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). (T/F)

False

Which of the following is NOT a point along the measurement journey? Focus on proxy metrics for Facebook ad campaigns Determine how Facebook fits in the media mix Understand results Facebook currently generates Optimize Facebook to work harder

Focus on proxy metrics for Facebook ad campaigns

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 2) Advertising insights Industry insights People insights Prior campaign insights

Industry insights People insights

Who is Campaign Planner intended for? Select the best two choices. Media Planners Project Managers Facebook Marketing Partners Business Owners

Media Planners Facebook Marketing Partners

When you customize columns for Ads Manager, in which section do you select your new metrics? Left Middle Bottom Right

Middle

You work for a mobile game development company. Which targeting type may help you reach your target audience most effectively? Location Demographic Digital Activity Mobile device user

Mobile device user

Behavior targeting lets you reach people based on which of the following? Select all that apply. Other activity on Facebook platforms Interests Pages and Posts Device usage

Other activity on Facebook platforms Device usage

If you wanted to see how many people looked at the products page on your website, which criteria would you select? People who visited specific web pages Visitors by time spent All website visitors None of these

People who visited specific web pages

What are the core capabilities of Campaign Planner? Select all that applies. Predict reach and frequency. Easily share plans. Create and compare plan versions Purchase plans

Predict reach and frequency. Easily share plans. Create and compare plan versions Purchase plans

Jim has a brand new website for his clothing store. He wants to know more information about when site visitors buy items. Which event should he set up? Add payment information Add to cart Purchase Initiate checkout

Purchase

For which of the following objectives would you recommend reach and frequency buying? Select the three best answers. App installs Reach Brand awareness Video views

Reach Brand awareness Video views

What are the main differences between RCT and A/B tests? (Choose two) RCTs are performed by a Facebook representative while A/B tests are not Results from RCTs provide the causal effect; A/B test results do not provide the true causal effect RCTs have a control group; A/B tests do not RCTs measure conversion lift while A/B tests measure brand lift

Results from RCTs provide the causal effect; A/B test results do not provide the true causal effect RCTs have a control group; A/B tests do not

If you wanted to spend your budget evenly over the duration of the campaign, which delivery method would you use? Even Boosted Standard Accelerated

Standard

Which of the following is the interface that allows you to create advertising tests and analyze their results? Pages manager Commerce manager Test and learn Business manager

Test and learn

What is the definition of a frequency cap? Select the best choice. The minimum number of times your ad will be delivered to someone within a given period of time. The limit to the amount of times you can deliver your ad to someone within a given period of time. The maximum number of times your ad will be delivered to someone within a given period of time. The amount of time between each ad delivery.

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 High total value scores are directly attributed to high relevance scores Signals for user value come directly from ad relevance Ad relevance is not 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? A phase that happens after minor edits are made to your ad set The short period that occurs after your ad set has received approximately 50 results The period during which the delivery system learns enough about your ad set to stabilize performance The period when a higher share of budget is spent on less stable performance, which results in a higher cost per results

The period during which the delivery system learns enough about your ad set to stabilize performance

Which of the following is true when conducting a randomized control trial (RCT)? The test and control groups are similar on all dimensions except ad exposure An RCT is designed to optimize conversion The test and control groups are exposed to different Facebook ads RCTs are only conducted by Facebook representatives

The test and control groups are similar on all dimensions except ad exposure

Which of the following is true when conducting an A/B test? There are two control groups There is no control group The test group receives a treatment and the control group does not Facebook duplicates your ads and changes several variables

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. There may not be substantial overlap between the seed and the Lookalike. It can only be used to target people living in a single county. It's ineligible to be combined with value-based targeting from customer lists.

There will be a significant overlap between the seed and the Lookalike.

What is a primary use case for Lookalike Audiences? To maximize the reach and relevance of targeting ads to Facebook audiences To help you target ad delivery to people similar to ones they already know ​​​​To drive conversions by targeting customers who visit your website or use your app To reconnect with and remarket to existing customers and clients

To help you target ad delivery to people similar to ones they already know

What is the main purpose of conducting an RCT? To measure the true impact of your ads To understand which placement is right for an ad To understand whether ads are being delivered to the right audience To ensure that the ad frequency per user is not too high or too low

To measure the true impact of your ads

Imagine you are speaking with a colleague who is evaluating digital marketing advertising channels. What value can Facebook bring to their strategy? (choose up to 3) -Unique ways to build interactive experiences -Depth of the targeting capabilities -Versatility of platform -Fixed scheduling -Schedule flexibility

Unique ways to build interactive experiences Depth of the targeting capabilities Versatility of platform

When should you use Delivery Insights? When you want a comprehensive look into your ad set's performance When you want to see how adjustments to budget may influence your ad's performance When you want to see how adjustments to ad settings may influence your ad's performance When you want to predict potential results in the auction

When you want a comprehensive look into your ad set's performance

We recommend choosing Automatic Placements so we can optimize your ads for the lowest cost. What are the additional benefits of using Automatic Placements? Click the best responses Your ad will be viewed across Facebook's entire family of apps. You have precise control over which placements are used. You get more results for the same budget. You have the potential to reach more people.

Your ad will be viewed across Facebook's entire family of apps. You get more results for the same budget. You have the potential to reach more people.

Which of the following is the correct equation for Total Value? [Advertiser Bid] x [Estimated Action Rates] x [User Value] = Total Value [Advertiser Bid] x [Estimated Action Rates] / [User Value] = Total Value [Advertiser Bid] x [User Value] + [Estimated Action Rates] = Total Value [Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value

[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value