MARRK 4650 Facebook

An entertainment company wants to increase awareness for its upcoming rock show. The marketing team decides to choose the Awareness objective. Which targeting strategy should they use?

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

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 she could use in an ad or a still image which both show the same bracelets. Which test should Keira use to help her decide?

A/B test

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 now?

1. Activate advanced matching for all websites that use the pixel. 2. Invest in the implementation of the Conversions API to help safeguard potential signal loss for web events. 3. Explore how to use offline events with retailers to integrate with Facebook and increase performance.

What are the three main components of the Facebook Delivery system?

1. Advertiser controls 2. The Facebook ad auction 3. Performance optimization

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

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?

$32,400

What are some examples of remarketing with Custom Audiences?

1. An ecommerce company targeted all of its users with an ad that encourages them to complete their transaction. 2. A mobile gaming company wanted to increase app installs, so they targeted all their website visitors with ads with the App Installs objective.

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?

1. Audience 2. Budget and schedule 3. Placements NOT Tracking

Little Lemon is a 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, which 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. The media agency also recommended a strategy that helps create more relevant messages. What are some ways they can do this?

1. Consolidate audiences with high percentages of overlap into single larger audience. 2. Evaluate the timing of ads and determine if they can run at different times.

Which of the following issues can result from too many restrictive settings on advertiser controls?

1. Cost per results are higher than expected 2. Campaign under delivery 3. Campaign can't exit the learning phase

Why is personalized targeting with creative variation an optimal targeting strategy?

1. Customers want content custom tailored to their preferences. 2. It allows your ad to stand out during digital saturation and competition.

Your client is a European beauty company that's grown quickly in the ecommerce space. They've recently installed the pixel, but they aren't sure how it can enhance their ad campaigns. What does the pixel allow them to do?

1. Customize ad delivery for specific optimizations 2. Identify the right people to delivery ads to 3. Attribute website events to actions associated with an ad campaign

What are some of the ways businesses use Facebook platforms to reach customers?

1. Deliver targeted ads to people who like similar products 2. Create ads to run in Instagram Stories 3. Integrate customer service chat features with Messenger or WhatsApp NOT to Post photos to News Feed and tag people in the comments

An online technology retailer wants to increase computer sales on their website with the Conversions objective. Which should they use in their targeting strategy?

1. Exclude recent customers to ensure you target ads to high-value audience. 2. Create a Custom Audience of people who added computers to the cart but didn't purchase.

How can you expand your remarketing audience?

1. Use a lookalike audience 2. Leverage detailed targeting 3. Add customer audience from a customer list

What are some features you should include when bulding for mobile first content?

1. Use vertical spec ratio 2. Communicate without sound 3. Design ads that grab the attention of your audience

What factors does the Facebook auction take into account when it calculates the total value of an ad?

1. User value 2. Advertisers bid 3. Estimated action rates NOT The reach of your ad

Adriana works at a marketing agency and meets with the marketing team of Joystick Studios, a fictitious brand, to discuss their goals for the upcoming year. The team wants to promote a new mobile game app. Which questions could Adriana ask to find out more about this business goal?

1. Who are your target customers for the app? 2. How many app downloads do you want to achieve? 3. What is your timeline to achieve this goal? NOT Do you have new ad creative for the app launch?

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

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 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 Store Traffic objective with dynamic local ads

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.)

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?

Add to Cart

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?

Ads reporting in Ads Manager

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, parentsFacebook: 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?

Allocate the budget dynamically using automatic placements

Which campaign objective categories match with each of the following scenarios? Consideration

Arjun at Dart Auto Rental has launched a video campaign of his new car rental offerings on Instagram. He wants to see if his audience engages with his video ads

Which campaign objective categories match with each of the following scenarios? Conversion

Arjun plans to offer a new discount code with his catalog sales ads on Facebook. He's interested in how many sales his campaign generates on his website

Which campaign objective categories match with each of the following scenarios? Awareness

Arjun wants to launch a new logo for his company. He wants this campaign to reach as many people as possible

Joystick 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?

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?

Brand Awareness and video

Which of the following is not a Facebook buying option:

Brand Awareness buying NOT TRP buying, Reach and frequency buying, or Auction buying

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?

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?

CPM

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?

Change to cost cap

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?

Conversion API

Keira is a marketing associate at LaLueur, a 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, so which test would you suggest she run for her next campaign?

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?

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?

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?

Cost cap

Which of the following statements about the learning phase is not true?

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

Imagine that Arjun, the marketing lead at Dart Auto Rental in India, is your client. Together you have to create a campaign to raise brand awareness in the target market for their low cost car rental business. Step 2

Create your ad set, including target audience, placements, budget, and schedule

What is Campaign Budget Optimization?

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

Arjun at Dart Auto Rental has shown 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?

Export the table data as a spreadsheet file

Facebook tools can measure across platforms and devices. Which of the following makes that possible?

Facebook UIDs

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

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: PurchaseCampaign B: View content What outcome can be expected?

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

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

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?

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?

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 sales of the new product

WeekBudgetSpendDownloadsCost Per Download1$1,000$1,0001,494$0.672$1,000$1,0001,468$0.673$1,000$1,0001,532$0.65 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?

Increase the budget estimate

Which of the following is true about viewability measures?

Independent third-party partners provide viewability measures.

For what reason does Facebook use pacing as part of the ad delivery system?

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

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?

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

What are the advantages of using a cost cap bidding strategy?

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

Arjun has created a limited time offer with an instant form so his customers don't have to navigate away from Facebook to sign up. Which objective should Arjun choose to track the performance of these form sign ups?

Lead Generation

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?

Lead Generation campaign targeting a specific radius

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 breakdownInstagram Stories: $5,000Instagram Feed: $10,000Facebook News Feed: $2,000Facebook in-stream video: $5,000CPM Instagram Stories: $0.50Instagram feed: $0.80Facebook News Feed: $1Facebook in-stream video: $2Reach by MonthInstagram Stories: 2MMInstagram feed: 4MMFacebook News Feed: 10MMFacebook in-stream video: 2MMWhich should be the most cost-effective solution in terms of CPM and reach?

Leverage automatic placements

Which of the following is not a Facebook bidding strategy?

Lowest bid bidding NOT Minimum ROAS bidding, Highest value bidding, or Lowest cost 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?

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?

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: Audience Reach CPM Estimated Ad Recall Lift RateEngagement RateMen who are sports fans350,000$5.508%1.2%Women who are sports fans230,000$5.717%4.5%Custom Audience of email marketing list 15,000$7.896%6.2%Lookalikes of website visits 80,000$6.207%5.4% The next campaign will need to generate cost-efficient awareness among new viewers. Which audience should the planner recommend?

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 click-to-messenger ads

Which of the following is not a core component of the Facebook ad delivery system?

People on Facebook NOT Advertiser controls, Facebook ad auction, or Performance optimization

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)

Purchase intent Brand/product awareness

What is the primary use for lookalike audiences?

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

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?

Reach

Keira is a marketing associate at LaLueur, a beauty and personal care brand that offers a range of skincare and makeup products. They plan to do a pre-launch campaign and would like to create brand awareness for a new product. They have a fixed budget for this campaign and would like to reach a specific audience during two weeks with a set frequency. Which buying option should she choose for this campaign?

Reach and frequency buying NOT TRP buying, or Auction 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?

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: ChannelDatesSpendTVJanuary 1$1000Online DisplayJanuary 14 - 30$900FacebookJanuary 2 - 13$1100 Which strategy should the media planner use to incorporate Facebook in the media plan?

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?

Reach, so a large audience sees the ads.

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 Facebook ads as part of the same multi-channel campaign. Which ad strategy should the team select to deliver their message on Facebook and 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 on Facebook 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?

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

Imagine that Arjun, the marketing lead at Dart Auto Rental in India, is your client. Together you have to create a campaign to raise brand awareness in the target market for their low cost car rental business. Step 1

Select your campaign objective

Imagine that Arjun, the marketing lead at Dart Auto Rental in India, is your client. Together you have to create a campaign to raise brand awareness in the target market for their low cost car rental business. Step 3

Set up ad creative

Why is the audience size of a lookalike audience important?

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

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)

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

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?

Total number of conversions

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.

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.

True

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

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 automatic placements with a publisher block list

Which one is not a recommendation when you launch reach and frequency campaigns?

You should exclude Custom Audiences.

Which of the following is the correct equation for total value?

[Advertiser bid] X [Estimated action rates] + [User value] = Total value