Mark 4560 FB Knowledge Check
Collection
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.
Ad set level
At what stage of the ad creation process can advertisers set targeting options?
Other activity on Facebook platforms Device usage
Behavior targeting lets you reach people based on which of the following? Select all that apply.
Reach Brand awareness Video views
For which of the following objectives would you recommend reach and frequency buying? Select the three best answers.
(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 the ad that Facebook considers most valuable and relevant
Place the following steps of an ad's journey in the correct order. Click a step, then select the proper number for its order.
False
Split testing is a reliable and accurate solution that allows you to understand incremental impact.
Middle
When you customize columns for Ads Manager, in which section do you select your new metrics?
Ads Reporting
Where in Ads Manager can you find your reports?
A positive, relevant experience for people who see ads Value for advertisers
Which two factors does the Facebook ads delivery system try to balance? (Choose 2.)
Media Planners Facebook Marketing Partners
Who is Campaign Planner intended for? Select the best two choices.
. Campaigns with small budgets. Campaigns with small target audiences.
Who should avoid reach and frequency buying? Select the two best choices.
People Insights- Singles day is gaining momentum in China and Europe Ways to leverage #ThrowbackThursday and #FlashbackFriday Industry Insights- Nothing Advertising Insights- Facebook and Instagram drove 22.6% incremental reach to TV and a 12-point lift in ad recall in the campaigns studied.
Drag each insight to the corresponding category, then click Submit
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).
The maximum number of times your ad will be delivered to someone within a given period of time.
What is the definition of a frequency cap? Select the best choice.
To measure the true impact of your ads
What is the main purpose of conducting an RCT?
There will be a significant overlap between the seed and the Lookalike.
Which is true of a Lookalike Audience created with an audience size of 2?
(1) Access reach and frequency from the initial screen in Ads Manager. (2) Schedule your campaign (3)Narrow down your audience. (4) Select your placements. (5) Review and finalize your ad set.
Below are the steps required to create a reach and frequency ad set. Click on each step and select the right number to put them in the right order. 1Access reach and frequency from the initial screen in Ads Manager.
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.
Standard
If you wanted to spend your budget evenly over the duration of the campaign, which delivery method would you use?
Depth of the targeting capabilities Unique ways to build interactive experiences Versatility of platform
Imagine you are speaking with a colleague who is evaluating digital marketing advertising channels. What value can Facebook bring to their strategy?
Facebook pixel
In order to create a Custom Audience based on visitors to your website, what should you add to your site's code?
Purchase.
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?
Brand awareness Estimated Ad Recall Lift (people) Reach Reach Traffic Link Clicks Engagement Post Engagement Conversions Conversion event
Match each advertising goal to its metric.
Spending is too fast. Bid is reduced. Spending too slowly. Bid is increased. Spending is just right. Bid is maintained.
Match the appropriate pacing behaviors below.
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
Match the insights with the stakeholder consideration categories. Select your answers from the dropdown menu and click the submit button.
Easily share plans. Create and compare plan versions Predict reach and frequency. Purchase plans (All are correct)
What are the core capabilities of Campaign Planner? Select all that applies.
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.
What are the main differences between RCT and A/B tests?
Advertiser controls Pacing controls Auction
What are the three main components of the delivery system? (Choose 3.)
To help you target ad delivery to people similar to ones they already know To reconnect with and remarket to existing customers and clients
What is a primary use case for Lookalike Audiences?
75%
What is the minimum confidence level required to be considered reliable?
Audience overlap
What is the percentage of people that are in both selected audiences referred to as?
The unique number of people who engaged with your ad. The unique number of people your ad reached. Demographic information about your audience, such as age, gender and location.
What type of data is available through Ads Manager? Select all that apply:
Use text overlays Add captions
What's the best way to optimize a TV commercial that relies heavily on the narrator to convey the key message?
4:5 1:1 9:16
When framing for mobile, which aspect ratios work best? Select all that apply.
When you want a comprehensive look into your ad set's performance
When should you use Delivery Insights?
Breakdowns
Which component in Ads Manager's dashboard allows you to see more detailed dimensions of how your ad performed by time, delivery or action?
Story C
Which of Shanti's stories is most likely to motivate a media buyer or planner?
The period during which the delivery system learns enough about your ad set to stabilize performance
Which of the following best describes the learning phase?
A Page A Custom Audience
Which of the following can be used as seed audiences? (Choose two)
Focus on proxy metrics for Facebook ad campaigns
Which of the following is NOT a point along the measurement journey?
A/B Tests
Which of the following is an example of a reporting tool?
[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value
Which of the following is the correct equation for Total Value?
Test and learn
Which of the following is the interface that allows you to create advertising tests and analyze their results?
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.
Which of the following is true about Campaign Budget Optimization (CBO)?
The test and control groups are similar on all dimensions except ad exposure.
Which of the following is true when conducting a randomized control trial (RCT)?
There is no control group.
Which of the following is true when conducting an A/B test?
Poor content experiences on landing pages Ads that link to web pages with poor user experience Ads that link to websites with slow load times
Which of the following may cause lower user value scores? (Choose 3.)
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. Causal 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. Causal
Which of the following points to a causal insight and which points to a correlative insight? Select your answers from the dropdown menu and click the submit button.
Data is the raw information that allows you to determine insights.
Which of the following statements about data and insights is correct?
Estimated Daily Results
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?
Facebook events
Which of these does NOT tell you how people are interacting with your website?
The more relevant your ad is to your audience, the more competitive it's likely to be in ad auctions
Why is an ad's relevance important to an ad's performance?
Mobile device user
You work for a mobile game development company. Which targeting type may help you reach your target audience most effectively?
Standard Sequenced Scheduled
f 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? Select the best three choices.
Everyone
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?
Amount spent
If you want to see the number of outcomes you achieved in your campaign, which performance column in Ads Manager should you refer to?
People who visited specific web pages
If you wanted to see how many people looked at the products page on your website, which criteria would you select?
App Installs
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
People insights Industry insights
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.
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.
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.
An A/B test is:
A randomized experiment that compares two variables to see which performed better.
