MARK 4650 Test 3

A television client wants to generate 4 million views per day on the trailer for an upcoming season of a hit show. They do not want to pay more than $0.02 per video view. What is the appropriate budget for a 3-day campaign? $240,000 $200,000 $420,000 $80,000

$240,000

An established retail company is planning to run a two-week campaign to promote its new make-up line. Estimated audience size: 4,500,000 Estimated weekly reach: 30% Placements: automatic placements Estimated Weekly Average Frequency: 2.4 Estimated CPM: $5 What is the estimated budget for the campaign? $16,200 $648,000 $562,200 $32,400

$32,400

Storx is a large, membership-based ecommerce retailer that makes products for parents of young children. It offers low-cost essentials for babies and toddlers and next-day delivery in most of North America. Storx has been experiencing major issues with its factory output recently, which results in frequent delivery delays. What customer feedback score do you predict it may receive? Choose 1 correct answer. 4-5: Customers are very happy with the service. Below 1: Storx can no longer advertise across Meta technologies due to poor customer feedback. 2-3: Storx is close to a delivery penalty. If its Page score drops below 3, Storx will get an email and in-product notification.

2-3: Storx is close to a delivery penalty. If its Page score drops below 3, Storx will get an email and in-product notification.

A brand asks its agency to create a Facebook/Instagram feed video plan for its upcoming campaign. The brand is currently creating four different product-focused, 15-second video assets for the next campaign. The brand prefers at least 50% of the video to be visible on screen when it is served as an impression with no requirement for video view length. Which optimization should be recommended for this campaign? 2-second continuous video views 30-second video views 15-second video views 20-second video views

2-second continuous video views

A retail advertiser wants to increase online sales after a 30% decline in sales from its website in the past month. It currently has a mobile-optimized website with the Facebook pixel and standard events properly implemented. The planner wants to use the Catalog Sales objective and the collection format to encourage people to browse the inventory based on items that are relevant to them. The planner knows the advertiser has budget to create assets or modify existing ones. What creative assets should the planner request to create an optimal in-feed experience? A 15-second cover video and a catalog of all available inventory A horizontal cover image and at least four product images A horizontal cover image and a catalog of all available inventory A 15-second cover video and at least four product images

A 15-second cover video and a catalog of all available inventory

An entertainment company wants to increase awareness for its upcoming rock show. The marketing team chooses the awareness objective. Which targeting strategy should they use? Choose the correct answer. A Custom Audience based on a customer list of people who attended a previous show similar to this particular artist A lookalike audience of people who like similar rock artists A Custom Audience based on website activity A Custom Audience built with offline activity

A Custom Audience based on a customer list of people who attended a previous show similar to this particular artist

A beauty retailer in Japan has historically focused on increasing website visitors and encouraging people to shop online. The advertiser wants to transition its current customer base from website-based online shopping to the new mobile app. The app launched two days ago but has experienced fewer than 100 app installs. Additional information: Data sources: pixel, SDK and offline conversions Placements: News Feed and Instagram feed Creative elements: 15-second video that showcases the new app How should the advertiser structure its strategy? A lookalike audience of current customers who have visited the website in the past 30 days with the App Installs objective. A lookalike audience of current customers who currently shop online with the Brand Awareness objective. A broad audience paired with the App Installs objective. A Custom Audience based on website activity of people who currently shop online with the App Installs objective.

A Custom Audience based on website activity of people who currently shop online with the App Installs objective.

A fast-food restaurant franchise has historically used a traditional out-of-home billboard strategy to generate local awareness and foot traffic for its many restaurant locations. The desired customer is 18-35 years old. The effectiveness of these media buys have been difficult to measure, and they are unable to reach specific demographics. The company asks for a new promotional plan that is more aligned to current digital consumption habits. What strategy should be used to meet the company's goals? A campaign using the Reach objective to increase store traffic A campaign using the Store Traffic objective with dynamic local ads A campaign using the Traffic objective optimized for CPC A campaign using the Engagement objective to increase awareness

A campaign using the Store Traffic objective with dynamic local ads

Match the parameter that would be most useful to help the business reach their audience. Move each of the tools to the platforms where the corresponding actions may occur. A restaurant chain needs to only target their ads to people in London, New York City and Hong Kong. Location A sporting goods store wants to target their ads to people who enjoy to surf. Interest A clothing company wants to launch a campaign that promotes their latest line of raincoats to people who recently purchased other rain apparel. Behavior A retail store wants to promote an offer to people who follow their Facebook Page. Connections An online graduate program wants to reach women ages 22-28. Demographics

A restaurant chain needs to only target their ads to people in London, New York City and Hong Kong. Location A sporting goods store wants to target their ads to people who enjoy to surf. Interest A clothing company wants to launch a campaign that promotes their latest line of raincoats to people who recently purchased other rain apparel. Behavior A retail store wants to promote an offer to people who follow their Facebook Page. Connections An online graduate program wants to reach women ages 22-28. Demographics

As Keira develops the conversion-focused campaign for the new collection of lip gloss, she isn't sure which creative would work best to increase sales. She has a video and a still image, which both show the same bracelets. Which test should Keira use to help her decide which creative to use in her ad? Choose the correct answer. Conversion lift test A/B test Brand survey test Campaign budget optimization test

A/B test

A company has historically invested in TV advertising. It isn't happy with the current campaign performance and wants to invest more in digital channels. The company is concerned about being able to predict and control advertising frequency while maintaining efficiency. Additionally, the company is concerned about brand safety and requires transparency and control over where ads are placed. Which three Facebook advertising features should be used to meet this criteria? (Choose 3) Select 3 Correct Responses Ability to manually select ad placements Category- and domain-blocking controls Interest-based audiences on Facebook and Instagram ThruPlay optimization for all video creative The reach and frequency buying type

Ability to manually select ad placements Category- and domain-blocking controls The reach and frequency buying type

An advertiser needs to understand which types of creatives will have the most effect on its audience of females ages 25 to 54 real time, and needs to make optimizations to its campaigns to maximize efficiency and success. The KPI is Reach and 2-second Video Views. Which two Facebook features should the media planner recommend as part of this strategy? (Choose two.) Select 2 Correct Responses Access to Split A/B Testing Access to Custom Audiences Real-time campaign insights via Ads Manager Ability to create campaigns under the Brand Awareness Objective Ability to use Automatic Placements

Access to Split A/B Testing Real-time campaign insights via Ads Manager

The marketing team for an online pet supplies company wants to create a campaign to sell a new type of dog collar on the website. They want to reach people who have added the collar to their cart but didn't check out. Which standard event would work best to reach this audience? Choose the correct answer. Purchase Add to Cart Customize Product View Content

Add to Cart

Knowledge check The Storx marketing team wants to understand which one of their conversion campaigns over the past six months achieved the lowest cost per result. They hope to replicate some of the features of successful ads when they run a new conversion campaign. Which tool could provide them with valuable information for this goal? Choose the correct answer. Budget reports on the total spend per campaign Ads Reporting in Ads Manager Viewability reports from partners Brand awareness reports from partners

Ads Reporting in Ads Manager

Which of the following factors do auctions use to determine the total value of an ad? Choose 3 answers. Advertisers bid Estimated action rates User value Ad reach

Advertisers bid Estimated action rates User value

An entertainment company has been successful promoting its movies on Instagram. The company needs to promote a new movie and is considering advertising across both Facebook and Instagram. It has a total budget of USD $500,000. Additional information: Audience: People who like to watch comedies, parents Facebook: Potential reach is 15 million Instagram: Potential reach is 5 million Campaign duration: Three months Creative assets: 15-second video, 30-second video, 20 static images How should the media planner allocate the budget across Facebook and Instagram? Put the entire budget into Instagram advertising based on previous campaign performance Allocate the budget dynamically using automatic placements Put the entire budget into Facebook advertising to test a new placement Allocate 20% of the budget to Instagram and 80% to Facebook, given potential reach

Allocate the budget dynamically using automatic placements

What are some examples of remarketing with Custom Audiences? Choose two. An ecommerce company targets ads to website visitors encouraging them to complete their transaction. A mobile gaming company wants to increase app installs, so it targets ads to all its website visitors with the app installs objective. A marketing firm uses the Meta Pixel with the add to cart event. A gaming company uses the Facebook SDK for its mobile app installs.

An ecommerce company targets ads to website visitors encouraging them to complete their transaction. A mobile gaming company wants to increase app installs, so it targets ads to all its website visitors with the app installs objective.

Your client is a European beauty company that's grown quickly in the ecommerce space. They've recently installed the Meta Pixel, but they aren't sure how it can enhance their ad campaigns. What does the pixel enable them to do? (Choose 3) Determine the best metrics to measure a campaign. Attribute website events to actions associated with an ad campaign. Create relevant audiences for your ads. Customize ad delivery for specific optimizations.

Attribute website events to actions associated with an ad campaign. Create relevant audiences for your ads. Customize ad delivery for specific optimizations.

Your client, fashion apparel retailer Feroldi's, asks you to find more information about the people who like their Facebook Page. Which Meta Foresight resource should you use? Choose the correct answer. Insights to Go People reports Audience Insights Industry insights

Audience Insights

oystick Studios is a fictional gaming studio that develops socially-minded games for young people. Its marketing team wants to increase downloads of a new game. Which type of targeting can help an online mobile gaming company reach their audience most effectively? Choose the correct answer. Demographic Behavior Page likes Location

Behavior

The marketing team at Feroldi's has a goal to increase the number of people who remember their new line of shoes. They have a six-second video asset for this campaign. For this scenario, which objective and format might you recommend to get the best results? Choose the correct answer. Brand awareness and video Reach and collection Engagement and Instant Experience Video views and slideshows

Brand awareness and video

Which of the following options is not a Meta buying type? Choose the correct answer. Auction buying Brand awareness buying Reach and frequency buying TRP buying

Brand awareness buying

An established advertiser is expanding to a new market in which its brand is currently unknown. The budget is $400,000. The brand wants to reach men, ages 34-65+. The campaign will run on both Facebook and Instagram. The advertiser wants to measure the impact of the campaign and see whether people are likely to buy the products. Which two metrics should the advertiser partner with Nielsen to investigate? (Choose 2) Select 2 Correct Responses Favorability Percent of unique reach within target audience Page post engagement Brand/product awareness Purchase intent

Brand/product awareness Purchase intent

A telecommunications brand is launching its new streaming platform, which is free for customers. Its main goal is to acquire new customers, but it does not have a CRM database and does not have the pixel implemented. What should the media planner recommend for the campaign targeting strategy? Lookalike Audience based on web visitors including customers Lookalike Audience of followers based on location and demographic segmentation Retargeting of the web visitors excluding customers Broad core audiences based on location and demographic segmentation

Broad core audiences based on location and demographic segmentation

A retail brand wants to create awareness of a new organic line it's introducing into its store. The brand values predictability in reach and pricing, as well as frequency control of its message. The brand has a limited budget, so it will buy ads based on how frequently it wants to reach the target audience within a selected time period. The brand agrees to pay a set price for the advertising inventory. Which delivery cost should be used? CPV CPC CPA CPM

CPM

Which of the following issues can result from too many restrictive settings on advertiser controls? (Choose 3) Campaign under delivery Campaign can't exit the learning phase Cost per results are higher than expected Your budget is exhausted long before the scheduled end date of your campaign

Campaign under delivery Campaign can't exit the learning phase Cost per results are higher than expected

What adjustments should an advertiser make in the targeting parameters to enable a wine ad to receive international approval? Choose 2 Change the age parameters for the ad to align the with most restrictive age requirements for the targeted countries. Build separate ads for the countries with different age requirements. Change the photo to ensure that it complies with the image standards of each country. Build separate ads for countries with the same age requirements.

Change the age parameters for the ad to align the with most restrictive age requirements for the targeted countries. Build separate ads for the countries with different age requirements.

A brand succeeds with its conversion campaigns and wants to add $20,000 to its current campaign. This goal of the campaign and reason for additional budget is so that the brand can maximize results. The brand has a bid cap set to $5 per result and is charged by impressions (CPM). Which solution should a media planner recommend to achieve the client's goal? Increase the bid cap Change objective to Traffic Change to cost cap Change from CPM to CPC

Change to cost cap

Little Lemon is a fictitious restaurant chain with about 35 locations. The development team plans to offer cooking classes nationwide. However, they've had problems in the past with overlapping audiences that led to poor campaign performance. Their agency recommended they segment their audiences more precisely and run a campaign composed of different ads that target each specific segment. They also recommended the Little Lemon team shift to a strategy that helps create more relevant messages. What are some ways they can do this? Choose 2. Consolidate audiences with high percentages of overlap into a single larger audience Evaluate the timing of ads and determine if they can run at different times Include similar audiences Change the objective to reach

Consolidate audiences with high percentages of overlap into a single larger audience Evaluate the timing of ads and determine if they can run at different times

An ecommerce brand is focused on getting the most efficient results and maximizing their ROAS. They are concerned because they have heard that cookies will disappear in the future. They think this risk of signal loss can mean a performance degradation. What should the company implement to continue optimizing their campaigns? Manual Advanced Matching Automatic Advanced Matching Facebook Attribution Conversion API

Conversion API

Keira is a marketing associate at LaLueur, a fictitious beauty and personal care brand that offers a range of skincare and makeup products. She's run conversion-focused campaigns on Instagram to increase sales of a new line of lip gloss, and she's about to set up another campaign. However, she now wonders whether she could achieve the same number of sales without advertising. She isn't sure whether the ads they ran really caused the increase in sales they saw over the past year. Which test would you suggest she run for her next campaign? Choose the correct answer. Conversion lift test A/B test Brand survey test Campaign budget optimization test

Conversion lift test

An online retailer is unhappy with recent campaign performance. CPA is increasing and it is not driving the volume of transactions it hoped for. The current campaign is running on Facebook and Instagram feeds, targeting a combination of first-party audiences and Core Audiences, but it is not able to spend its entire budget. The retailer needs to increase the number of transactions, while also keeping its CPA at or below its goal. What type of campaign should it create? Traffic objective across all placements and use interest audiences Conversion objective across all placements and use Core Audiences Traffic objective across all placements to use the website Custom Audiences Conversion objective across all placements and use Lookalike Audiences

Conversion objective across all placements and use Lookalike Audiences

A client asks its agency to launch a Facebook campaign that can encourage consumers to visit its online store and make a purchase. The Facebook pixel was recently installed on the client website, and the agency is planning the campaign details. Which campaign objective and optimization should the agency recommend? Traffic objective and optimize for link clicks Traffic objective and optimize for landing page views Conversions objective and optimize for daily unique reach Conversions objective and optimize for value

Conversions objective and optimize for value

An advertiser wants to maximize the number of conversions for their budget but wants to ensure that their CPA is below $50. Which bidding strategy should they use? Choose the correct answer. Lowest cost Bid cap Cost cap Minimum ROAS

Cost cap

An online technology retailer wants to increase computer sales on its website with the conversions objective. Which of these things should its team do as part of their targeting strategy? Choose 2. Create a Custom Audience of people who added computers to their cart but didn't purchase Use engagement Custom Audiences to find new customers Exclude recent customers to target ads to high-value audience Change the objective to brand awareness

Create a Custom Audience of people who added computers to their cart but didn't purchase Exclude recent customers to target ads to high-value audience

Your client is Notablé, a fictitious food and confectionary brand. The Notablé team want to create a campaign that reaches millennial audiences. Insights to Go shows that 87% of food shoppers in the US ages 18-34 said they discover new food or recipe ideas on social platforms. How can you use this information in your marketing strategy? Choose 3 answers. Create ads that include recipe ideas. Partner with celebrity chefs to create branded content. Target ads to people who like Pages related to food and recipes. Create ads that feature millennials.

Create ads that include recipe ideas. Partner with celebrity chefs to create branded content. Target ads to people who like Pages related to food and recipes.

What are some of the ways businesses use Meta technologies to reach customers? Choose 3. Deliver targeted ads to people who like similar products Post photos to Feed and tag people in the comments Create ads to run in Instagram Stories Integrate customer service chat features with Messenger or WhatsApp

Deliver targeted ads to people who like similar products Create ads to run in Instagram Stories Integrate customer service chat features with Messenger or WhatsApp

What can you achieve with RCTs? Choose the correct answer. Ensure that every test participant has access to a laptop. Track whether your ads caused a lift in cost per result. Guarantee every test participant in the treatment group receives the treatment. Distribute people with certain characteristics equally, so you can create groups that are as similar as possible.

Distribute people with certain characteristics equally, so you can create groups that are as similar as possible.

What is Campaign Budget Optimization? Choose the correct answer. Enables you to set one campaign budget that dynamically distributes spend to ad sets with the best opportunities. The amount you want to spend over the entire duration of your campaign. The amount you want to spend daily. Decrease the budget to control return on ad spend

Enables you to set one campaign budget that dynamically distributes spend to ad sets with the best opportunities.

Arjun at Dart Auto Rental presented his campaign results to the company finance team. The team was pleased to see the results on screen, but they'd like to analyze the underlying data in a spreadsheet. How can Arjun provide campaign data to the finance team? Choose the correct answer. Export the table data as a spreadsheet file. Type metrics from the dashboard into a spreadsheet. Create another dashboard. Copy and paste data from Ads Manager to a spreadsheet.

Export the table data as a spreadsheet file.

A cosmetics company wants to increase awareness of its new line of lipsticks. Given the low awareness among its entire cosmetics line, the advertiser wants to ensure predictable reach and frequency. The planner recommends the reach and frequency buying type, the Brand Awareness objective, and ad sequencing for delivery. It recommends a frequency cap of 1 impression every 7 days for a 4-week long campaign. Which combination of available creative assets should the planner recommend for this campaign? Four images that showcase the new line of lipsticks One panoramic image showcasing the new line of lipsticks, used across a carousel of four images One image and one 15-second video that showcase the entire cosmetics line One panoramic image showcasing the entire cosmetics line, used across a carousel of four images

Four images that showcase the new line of lipsticks

What are some tips for building mobile-first content? (Choose 3) Grab the attention of your audience Communicate without sound Use horizontal spec ratio Use vertical spec ratio

Grab the attention of your audience Communicate without sound Use vertical spec ratio

An online hotel booking site wants to identify which delivery optimization will yield better business results. The company decides to run A/B testing. Additional info: Campaign duration: Four weeks Budget: $400,000 total ($200,000 per cell) Campaign objective: Catalog Sales Audience: Broad audience Optimization event: Campaign A: Purchase Campaign B: View content What outcome can be expected? Higher CPM and lower CPA will be expected on Campaign A, compared to Campaign B Lower CPM and lower CPA will be expected on Campaign A, compared to Campaign B Higher CPM and higher CPA will be expected on Campaign A, compared to Campaign B Lower CPM and higher CPA will be expected on Campaign A, compared to Campaign B

Higher CPM and lower CPA will be expected on Campaign A, compared to Campaign B

Which of the following statements about the learning phase is not true? Choose the correct answer. If you see costs per result during the learning phase that are higher than expected, it's best to immediately edit your campaign. An ad set in the learning phase needs at least 50 optimization events within a seven-day period for the performance of the ad set to stabilize. During the learning phase, the ad delivery system tests and explores how to best deliver your ads to get you the best results. During the learning phase, you may see costs per result that are higher than expected.

If you see costs per result during the learning phase that are higher than expected, it's best to immediately edit your campaign.

A cosmetics brand launched a new mascara this summer and has been running a video campaign with the Conversion objective to meet its main KPI of driving online sales. The brand noticed that the CPA has increased in the last two weeks, and they are looking for a recommendation from their media planner. The current campaign set up is: Objective: Conversions Optimization: Conversions Budget: $250,000 CPA Goal: $8 Audience: Women, ages 18-34 in the US who are interested in cosmetics What should the media planner suggest to reduce the CPA? Include Lookalike Audiences from purchasers Switch to Video Views objective Decrease the age range to women, ages 18-25 Optimize for landing page views

Include Lookalike Audiences from purchasers

A client is preparing to launch its biggest campaign of the year to promote a new line of organic snack foods. The primary campaign objectives are: - Maximize the most predictable, cost-effective reach among women, ages 25-54, who are the primary purchasers of the product - Increase top-of-mind awareness for the new product - Secure more efficient CPMs than the previous year (because budgets are fixed, but expectations are much higher) The client's proposed strategy is: - Reach and frequency with a Brand Awareness objective - Targeting women, ages 25-54 - Reach 50-70% of target audience - Frequency cap of two per seven days - Feeds and Stories placements The client wants to optimize its existing budget to provide greater, cost-effective reach. What recommendation should the media planner make? Target a smaller audience to increase the total percentage of audience reached Include automatic placements when creating ad sets within the campaign Remove the Stories placement because the brand finds feed placements are typically cheaper Reduce the frequency cap to one per 14 days to maximize greater reach

Include automatic placements when creating ad sets within the campaign

A well-defined business goal is specific, measurable, achievable, realistic and time-bound (SMART). When you have a well-defined business goal, everyone on the campaign team knows exactly what to work towards. Which of the following is a well-defined business goal? Choose the correct answer. Create video ads to improve our brand image with young people. Increase website customers over the holidays compared to the same period last year. Increase sales by 15% between November 1 and December 31 compared to the same period last year. Reach 1,000,000 followers on Instagram.

Increase sales by 15% between November 1 and December 31 compared to the same period last year.

A sports apparel brand is hosting an in-store event for the launch of a new shoe. Because it's a summer limited edition, the brand has an aggressive sales target to achieve within three months. The digital budget is limited. The brand wants to maintain a 9:1 return on investment that is seen with shoe sales and increase awareness of this new product. What should be the brand's primary business goal for this campaign? Increase cross-selling Awareness of the in-store event Awareness of the new product Increase sales of the new product

Increase sales of the new product

An agency is given a goal to drive as many app installs as possible over a 6-week campaign. They must stay at a maximum cost of $1.00 per download. The agency originally forecasted 6000 downloads. Based on the performance over the past 3 weeks, what action can the agency take to meet their primary goal? Decrease the budget estimate Increase the estimated cost per download Increase the budget estimate Decrease the estimated downloads

Increase the budget estimate

What can you do to increase the power of a brand survey test? Choose the correct answer. Repeat the test under the same conditions. Include more poll questions. Add more ads to test. Increase the length of the test and the budget for the campaign you're testing.

Increase the length of the test and the budget for the campaign you're testing.

Which of the following is true about viewability measures? Choose the correct answer. Viewability measures only work for ads on the web, not on mobile apps. You can find some viewability measures in your Ads Reporting default dashboard in Ads Manager. Viewability measures provide you with a count of the number of conversions that resulted from your ads. Independent third-party partners provide viewability measures.

Independent third-party partners provide viewability measures.

Your client, car manufacturer EndoMoto, has requested a report about consumer behavior trends in the automotive industry. Which Meta Foresight resource could best help you respond to this request? Insights to Go People insights Audience Insights Industry insights

Industry insights

Your client is a multinational dental health company with a presence in North America, Europe and the Middle East whose products sell in major retailers. Its marketing team is concerned about signal loss and wants to know how they should adapt. How can they plan to mitigate this issue? (Choose 3) Invest in the implementation of the Conversions API to help safeguard potential signal loss for web events. Activate advanced matching for all websites that use the Meta Pixel. Explore how to use offline events with retailers to increase performance. Increase the number of standard events for their websites and apps. Incorporate more custom events and parameters to increase the intricacy of each event.

Invest in the implementation of the Conversions API to help safeguard potential signal loss for web events. Activate advanced matching for all websites that use the Meta Pixel. Explore how to use offline events with retailers to increase performance.

Why is personalized targeting with creative variation an optimal targeting strategy? Choose 2. It enables your ad to stand out during digital saturation and competition. Customers want content custom-tailored to their preferences. It enables you to focus on one single audience during campaign development. It enables lower returns and higher campaign costs.

It enables your ad to stand out during digital saturation and competition. Customers want content custom-tailored to their preferences.

For what reason does Facebook use pacing as part of the ad delivery system? Choose the correct answer. It ensures that the system spends your budget evenly over the duration of your campaigns and also gets the most out of your budget. It makes it possible to deliver your ads as quickly as possible to your intended target audience. It guarantees your cost is the same for every result. It helps to evenly spread your ads out throughout the different times of day.

It ensures that the system spends your budget evenly over the duration of your campaigns and also gets the most out of your budget.

What are the advantages of using a cost cap bidding strategy? Choose the correct answer. Controls how much Facebook can bid in auctions Keeps cost per result at or below a certain amount regardless of market conditions Breaks even on your ad spend and reaches a certain return Spends your full budget

Keeps cost per result at or below a certain amount regardless of market conditions

A real estate company traditionally collects potential clients by dropping off flyers at homes within their local community. The information they collect goes into their CRM database. They want to grow their prospect list into their 3 neighboring counties using a Facebook campaign. What is the most efficient strategy for the media planner to recommend in this situation? Store Visits campaign targeting Lookalikes Reach campaign targeting a specific radius Lead Generation campaign targeting a specific radius Traffic campaign targeting Lookalikes

Lead Generation campaign targeting a specific radius

LaLueur is a fictional personal care company that creates inclusive products for all skin and body types. Its marketing team wants to encourage new customers to sign up for their newsletter about new products. The team wants this campaign to focus on new customers, but their current media budget is very limited. Additional information: • Business goal: Increase the number of people who sign up for the newsletter • Audience: Women ages 21-40 • Budget: $25,000 • Assets: Six-second video • Placements: Facebook and Instagram feeds Which of the following should the media planner recommend? Choose the correct answer. Lead Generation objective. Exclude people who already receive the newsletter Video Views objective. Exclude people who already receive the newsletter Reach objective. Retarget people who already receive the newsletter Brand Awareness objective. Retarget people who already receive the newsletter

Lead Generation objective. Exclude people who already receive the newsletter

A large retail advertiser with more than 5,000 products wants to upsell to consumers who have purchased products on its website. The retailer needs to reach customers who viewed products on the website and did NOT purchase any product. The retailer wants to dynamically retarget this audience. Which objective should be selected when setting up this campaign? Choose the correct answer. Traffic, to encourage people to visit the Dart website. Store Traffic, to encourage people to visit a car hire location. Engagement, to reach people who are likely to engage with his ads. Lead Generation, to ask people to sign up for a newsletter.

Lead Generation, to ask people to sign up for a newsletter.

Arjun has created a limited time offer with an Instant Form so customers don't need to navigate away from Facebook to sign up. Which objective should Arjun choose to track the performance of these form sign ups? Choose the correct answer. Traffic Engagement Video views Lead generation

Lead generation

A client is running a Reach objective campaign, allocating its budget by platform and placement. After three months, the client requests some recommendations to optimize reach and CPMs. Budget breakdown Instagram Stories: $5,000 Instagram Feed: $10,000 Facebook News Feed: $2,000 Facebook in-stream video: $5,000 CPM Instagram Stories: $0.50 Instagram feed: $0.80 Facebook News Feed: $1 Facebook in-stream video: $2 Reach by Month Instagram Stories: 2MM Instagram feed: 4MM Facebook News Feed: 10MM Facebook in-stream video: 2MM Which should be the most cost-effective solution in terms of CPM and reach? Leverage Instagram feed and Instagram Stories Allocate 75% to feed and 25% to Stories Scale additional budget in Instagram Stories Leverage automatic placements

Leverage automatic placements

Which of the following is not a Facebook bidding strategy? Choose the correct answer. Lowest cost bidding Minimum ROAS bidding Lowest bid bidding Highest value bidding

Lowest bid bidding

A marketing department wants to maximize the budget without restricting the cost per result. Which bidding strategy should they use to accomplish their goal? Choose the correct answer. Lowest cost Bid cap Lowest cost optimized for highest value Cost cap

Lowest cost

Arjun notices that he received high audience engagement on an ad set that includes past customer testimonials. He wants to make updates to an existing campaign that hasn't performed as well to include customer testimonials. How can he do this? Choose the correct answer. Delete his existing campaign and create a new campaign Make a duplicate of his existing campaign to make the changes Make a duplicate of his ad set Copy the ad set over into his existing campaign

Make a duplicate of his existing campaign to make the changes

A European sports team created an awareness campaign around an upcoming game. The campaign was set up using the Brand Awareness objective and Automatic Placements with one 15-second video. These were the results of the campaign: The next campaign will need to generate cost-efficient awareness among new viewers. Which audience should the planner recommend? Custom Audience of email marketing list Women who are sports fans Men who are sports fans Lookalikes of website visits

Men who are sports fans

A retail brand wants to lead new customers to get to know its products by connecting personally to them. The brand wants to start conversations with the new customers to generate those leads. The campaign budget is limited, so the brand needs to maximize the number of conversations at the lowest cost. Which objective should be used for the brand? Messages objective with sponsored messages ads Messages objective with click-to-messenger ads Store Traffic objective with dynamic ads Catalog Sales objective with dynamic ads

Messages objective with click-to-messenger ads

The marketing team at Wind & Wool wants to use multiple data sources to understand customer actions across their channels. Which data sources and events should they use to understand each of the following actions customers take? Meta Pixel Facebook SDK Offline conversions - Viewed a selection of rain boots on the website - Purchased an umbrella in the store - Added a hat to the cart in the app

Meta Pixel Viewed a selection of rain boots on the website Facebook SDK Added a hat to the cart in the app Offline conversions Purchased an umbrella in the store

Which of the following is not a core component of the Facebook ad delivery system? Choose the correct answer. Performance optimization People on Facebook Facebook ad auction Advertiser controls

People on Facebook

You need to make some decisions with Arjun about which options you should select in Ads Manager for this campaign. Which of the following can you select at the ad set level? Choose 3 answers. Tracking Placements Audience Budget and schedule

Placements Audience Budget and schedule

What can you achieve when you test the conversion lift of a campaign? Choose the correct answer. Show two different versions of your ad to two randomized groups. Evaluate the brand lift for your ad campaign. Analyze the impact of different marketing channels on your results. Prevent the control group from being exposed to your ad.

Prevent the control group from being exposed to your ad.

A major sports brand plans to launch its latest products globally and will strongly invest in advertising in all markets to publicize this release. The campaign needs to have multiple phases to drive users down the funnel from awareness to conversion. The first phase features a mix of static images and videos that highlight the unique style of the new products The second phase will leverage multiple carousel ads The third phase will retarget users with the brand's product catalog Which metric should the brand use as the KPI for the first phase of the launch? Video views Engagement rate Cost per click Reach

Reach

Keira is a marketing associate at fictitious beauty and personal care brand, LaLueur. She plans to do a pre-launch campaign and would like to create brand awareness for a new product. The team has a fixed budget for this campaign and would like to reach a specific audience within two weeks with a set frequency. Which buying option should she choose for this campaign? Choose the correct answer. Auction buying Reach and frequency buying TRP buying

Reach and frequency buying

A client's goal is to show the campaign audience its products on a storytelling line, and wants ad #2 to be delivered after ad #1 is served. The media planner wants to set the order in which Facebook delivers ads to the audience. Which buying and delivery type should be recommended? Auction with sequenced delivery Reach and frequency with scheduled delivery Reach and frequency with sequenced delivery Auction with scheduled delivery

Reach and frequency with sequenced delivery

A local car dealership is having an annual New Year's sale. The dealership has a $3000 budget to generate awareness of the sale for the following channels: Which strategy should the media planner use to incorporate Facebook in the media plan? Reach campaign promoting an event Store Traffic campaign with location targeting Reach campaign with location targeting Engagement campaign promoting an event

Reach campaign with location targeting

Adriana, the media buyer at a marketing agency, is ready to set up a product pre-launch campaign for a new smart television by fictctious brand Axion Electronics. Which campaign objective should Adriana select? Choose the correct answer. Reach, so a large audience sees the ads. Catalog Sales, so people can buy the smart television. Website Visits, so people can learn more about the smart television. Engagement, so lots of people like the ads in News Feed.

Reach, so a large audience sees the ads.

Match the following to its correct definition: Represents what you want to pay to achieve the desired result from your target audience. Represents what you paid for the results you achieved. The cost of the chosen optimization event may end up lower than your bid. You tell the system to bid, and what level of control you want over the system. You can set costs or bid controls. - Cost - Bid Strategy - Bid

Represents what you want to pay to achieve the desired result from your target audience. - Bid Represents what you paid for the results you achieved. The cost of the chosen optimization event may end up lower than your bid. - Cost You tell the system to bid, and what level of control you want over the system. You can set costs or bid controls. - Bid Strategy

The brand marketing team at Axion, a fictitious electronic goods manufacturer, runs ads on television during the live broadcast of a major sports event. They also run Meta ads as part of the same multi-channel campaign. Which ad strategy should the team select to deliver their message on Facebook and Instagram? Choose the correct answer. Run ads targeted to a different audience Advertise to gamers on Audience Network Run ads on Facebook to target the same audience as the television ads Promote posts on Instagram

Run ads on Facebook to target the same audience as the television ads

James works in an advertising agency, and his client tells him that most of their website sales trace back to link clicks on their paid search advertising. The client suggests they should no longer run awareness ads across Meta technologies and instead rely on search ads alone. James doesn't think this is the best strategy, so what can he do to convince them otherwise? Choose the correct answer. Run an A/B test to see which of the ads has the biggest effect. Use a marketing mix modeling study to prove to his client that both the search and Meta campaigns have had an impact on the sales. Run an attribution study to show the contribution of the Meta awareness campaign as well as the search campaign on sales. Suggest the Meta Ads Manager reports to compare the cost per result of the Meta campaigns with the cost per result of the search campaigns.

Run an attribution study to show the contribution of the Meta awareness campaign as well as the search campaign on sales.

Your client is Arjun, the marketing lead at Dart Auto Rental, which is based in India. Together you must create a campaign to raise brand awareness for their business. Match the answer to the correct step. Step 1 Select your campaign objective Step 2 Create your ad set, including target audience, placements, budget and schedule Step 3 Set up ad creative

Step 1 Select your campaign objective Step 2 Create your ad set, including target audience, placements, budget and schedule Step 3 Set up ad creative

What can you do if your ad is rejected? Choose 2 correct answers. Submit a form to appeal the decision. Edit your ad so that it complies with our advertising policies. Resubmit the same ad 3 times. Increase your ad budget.

Submit a form to appeal the decision. Edit your ad so that it complies with our advertising policies.

What are some reasons that an ad can be rejected? Choose 3 correct answers. Use of personal attributes Use of sexually suggestive content Misuse of Meta technologies A low ad budget

Use of personal attributes Use of sexually suggestive content Misuse of Meta technologies

Your client is Lucky Shrub, a fictitious garden supplies retailer. The Lucky Shrub team want to promote a next-day delivery service for its online store. You use audience insights to find people who live in the locations that can get next-day delivery and who like gardening or home improvement related Pages on Facebook. How can you use these insights to target ads to the desired audience? Choose the correct answer. Target different ads to audiences in each location. Use ad creative that includes images from each location. Target ads to audiences in specific age groups. Create a Page for each business location.

Target different ads to audiences in each location.

What are the three main components of the Facebook Delivery system? (Choose 3) The Facebook ad auction Performance optimization Advertiser controls Impressions

The Facebook ad auction Performance optimization Advertiser controls

Why is the audience size of a lookalike audience important? Choose the correct answer. The audience size you choose tells Meta the types of devices the audience uses. The audience size tells Meta how closely the lookalike audience should resemble the seed audience. The audience size enables broad targeting. The audience size enables you to diversify your objectives.

The audience size tells Meta how closely the lookalike audience should resemble the seed audience.

What is the primary use for lookalike audiences? Choose the correct answer. To reconnect with existing customers and clients To maximize the reach and relevance of ads to audiences To help businesses target ad delivery to people similar to the audience they already know To target customers who visit your website or use your app and increase conversions

To help businesses target ad delivery to people similar to the audience they already know

Keira is a marketing associate at LaLueur, a beauty and personal care brand that offers a range of skincare and makeup products. The company has a new line of lip gloss and Keira is creating the campaign. The goal is to generate sales. Which of the following would be a good KPI for her to evaluate success? Choose the correct answer. Total number of ad impressions Total number of conversions Brand awareness lift Total number of ad clicks

Total number of conversions

A brand survey measures the effect of ads on brand lift. True or false?

True

The difference between your bid and cost is that a bid represents what you want to pay to achieve your desired result, while the cost of the chosen optimization event may be lower than your bid. (T/F)

True

Whenever there's an opportunity to show someone an ad, Facebook runs an auction to determine how to deliver the most value to both the business and advertiser. Choose the correct answer. True False

True

Meta tools can measure across platforms and devices. Which of the following makes that possible? Choose the correct answer. UIDs Meta Pixel The Facebook SDK Cookies

UIDs

A client produces a video to build awareness for an upcoming product launch. The client needs to maximize the number of views for this video and has determined that a Video Views objective campaign is most appropriate. The client will use automatic placements to deliver CPV efficiencies. What should be recommended to the client? Use Automatic Placements and asset customization, and use different aspect ratios on different placements Always use the square (1:1) aspect ratio for Messenger Stories Always use the vertical (9:16) aspect ratio for videos on all placements Use Edit Placements to use a different aspect ratio for each placement, creating an ad for each placement

Use Automatic Placements and asset customization, and use different aspect ratios on different placements

In an upcoming campaign for their client, an agency wants to reach users in as many places as possible. The client is in a highly regulated industry and wants to avoid showing ads on certain websites within Audience Network. Which solution should the agency recommend? Use placement opt-out to avoid Audience Network Use Facebook and Instagram only to stay on the primary apps Use automatic placements with a publisher block list Exclude users who like those publishers from the campaign

Use automatic placements with a publisher block list

How can you expand your remarketing audience? Choose 3. Use detailed targeting Add Custom Audience from a customer list Use a lookalike audience Narrow your audience

Use detailed targeting Add Custom Audience from a customer list Use a lookalike audience

Which of the following is not recommendation for when you launch reach and frequency campaigns? Choose the correct answer. Your target audience should be comprised of at least 200,000 people. You should exclude Custom Audiences. You should use broad audiences. You should use reach and frequency for reach, brand awareness and video views objectives.

You should exclude Custom Audiences.

Which of the following is the correct equation for total value? Choose the correct answer. [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] X [user value] = Total value

[Advertiser bid] X [estimated action rates] + [user value] = Total value