Meta - Media Buying
A telecommunications company is briefing its creative agency on a new branding campaign. It expects the creative agency to recommend the type of assets needed.The telecommunications company has the following: 9:16 video content results in 3.5 times higher video views 4:5 video generates 2 times lower CPA 1:1 static content adds 1.3 times additional delivery on Facebook News Feed 16:9 video content generates a 1.2 times greater cost per completed view Which of the following assets would the agency expect to be most useful?
A 9:16 video that results in 3.5 times higher video views
A client wants to cross-promote two different categories in their brand portfolio. Each category is managed by the same agency, but uses two separate ad accounts. The client wants to use the same Custom Audience of high-value purchasers to reach new and existing customers across both campaigns, but shares this audience with only one of the two ad accounts. What must the media buyers do to launch the campaigns?
Ask the client to share the Custom Audience to both ad accounts
A travel brand is setting up a campaign and notices that it can't apply its Instagram account to its ads.How should the brand admin connect the Instagram account to run the campaign?
Assign the Instagram account to the ad account via Business Manager settings
An e-commerce client launches a campaign with the following details: Objective: Conversions Current cost per click (CPC): $3.50 Current cost per conversion: $65 Bid type: Target cost Creative: Static image The ad set is completing its daily budget. What is the most effective bid optimization to obtain a cost per conversion of $50?
Bid on conversion and decrease bid
An airline needs to achieve mass awareness of its brand during the busy holiday season and has two audiences it wants to reach. The airline needs to identify which audience is most engaged and which video length performs best (0:10 or 0:15) through Ads Manager reporting. The campaign has a budget of $100,000 to highlight personal stories of flight attendants. The airline needs to reach people who will pay attention to the ad to connect with the brand. Which campaign type should the airline use?
Brand Awareness objective campaign with two ad sets and two ads in each ad set
An ecommerce advertiser has been running remarketing campaigns using a product set on the Facebook App. The advertiser notices that delivery has been limited due to an audience that is too small. Which additional campaign objective should the media buyer use?
Catalog Sales campaign with Broad audience
An automobile dealership sees that the number of monthly test drives and sales calls decreased. The dealership wants to increase interest by reaching a high intent audience to achieve monthly sales goals. Which action should the dealership take to achieve its goals?
Choose the Lead generation objective and an audience who has visited the client's website
A travel brand wants people to purchase its new vacation package and has set up a conversions campaign with the following details: The brand has chosen the purchase event. The brand wants to optimize for conversions. The campaign is underdelivering. The cost per purchase is too high. What should the brand do to optimize the campaign?
Choose the add to cart event
An advertiser has launched a campaign using the Brand Awareness objective with placements across both the Facebook App and Instagram. The ads report shows that Instagram generates a higher CPM than Facebook. What should the advertiser do to achieve the lowest average CPM?
Continue to deliver ads and adjust placements to choose automatic placements
An agency onboards a new client, but the client doesn't have a Business Manager. The client doesn't understand why it needs to create a Business Manager if it has an agency.Which two key benefits would the client have by using Business Manager? (Choose 2)
Control access and permissions of its assets across multiple partners Create, manage and own multiple assets all in one place
A candy company wants to advertise its new line of gourmet chocolate bars on the Facebook App. The announcement will begin with a brand campaign to increase awareness of the new product. The company then wants to target people who viewed its first campaign to build brand awareness.Brand campaign plan: Length: Four weeks Budget: $1 million Audience: Men and women, ages 18-34, who are interested in chocolate Creative assets: Two videos, 15 seconds each Placements: In-stream, News Feed, Stories What's the best strategy to achieve this goal?
Create a Custom Audience of people who viewed the video campaign
A snack food company creates an ad account for each of its brands within the same Business Manager. The company needs monthly reporting to analyze the cumulative reach and frequency across its brands. What reporting options are available for the company in Business Manager?
Create a cross-account report and run monthly
A pet food company has been advertising its new organic products online and in-store. It ran an omnichannel campaign that resulted in 354 total purchases and is tracking progress through the Meta pixel and SDK.Campaign details: Duration: 14 days Website purchases: 123 Mobile app purchases: 80 The company's CEO believes that Facebook can't impact offline sales. What should the media buyer's next step be?
Create an offline conversion event to start tracking in-store purchases
An advertiser wants to increase new product awareness. The advertiser has the following creative assets to use in the next campaign: -15-second video to introduce the product -30-second video to show how the product is used -10 product images to show different angles of the product -Five titles, all similar but slightly varied -Three descriptions, all similar but slightly varied What should the advertiser do to determine which mix of creative assets performs most effectively with the intended audience?
Create one ad set and select the dynamic creative option at the ad set level
An advertiser is running a campaign across the Facebook App and Instagram to promote a new TV show. The campaign has the following characteristics: Each ad set used a unique creative asset tailored to that audience The first few seconds of the video require sound All ads have subtitles enabled There is no overlap between audiences All ad sets are on lowest-cost bidding What should the advertiser do to most effectively set its campaign up for success?
Ensure creative messaging is clear with or without sound
An ecommerce advertiser is launching several Meta campaigns with multiple ad sets. The advertiser wants to analyze the sources of traffic that contribute to website conversion events. Specifically, the advertiser wants to determine which audiences from the Facebook app generate the most conversions. What is the most efficient way for the advertiser to do this?
Implement dynamic URL parameters
A car dealership advertiser wants to increase the amount of leads for a test drive generated on their website. The advertiser has a pixel installed with a "lead" event set properly. This event fires every time a visitor opens a form to be filled. The campaign setup is as follows: Buying Type: Auction Campaign Objective: Conversions Optimized For: LeadBid Type: Lowest cost The advertiser gets good cost per lead event. However, there is a significant drop between users who opened the form to the number of complete forms the advertiser receives. What should the media buyer do?
Install complete registration event and optimize towards this event
An advertiser runs a conversion optimized product catalog sales campaign to generate a consistent campaign efficiency of $4 at $50,000/day. When the advertiser increases investment, the efficiency drops to $2.4. The advertiser has a goal to increase investments while maintaining an efficiency of $4. What should the advertiser do?
Keep conversion-optimized campaign and launch a value optimization with min ROAS campaign
A supermarket brand is working to increase their online sales results and runs a campaign with the setup shown.Campaign Objective: ConversionsAssets: Videos and imagesTarget: Males and females 18-45 years old What should the media buyer do?
Merge the ad sets and apply automatic placement
An advertiser is launching a new 3-week brand awareness campaign and wants to use chronological creative assets to tell a story. The creative assets are a mix of video and static images. What is an appropriate buying type for this campaign?
Reach and frequency
A large automotive client is running a campaign using the Lead Generation objective to book test drives. The client is disappointed with the completion rate for its leads.The lead ad has the following characteristics: The lead form collects name, age, gender, phone number, postal address and date of birth The in-feed image is a stock image The custom disclaimer explains how the data that is collected will be used The call to action of the ad is "Sign Up" Which set of actions must be taken to meet Facebook's best practices?
Reduce the number of fields on the lead form and revise the in-feed image
A creative agency wants to test 2 different narratives in their ads before fully going into market. The current setup is as follows: Campaign Name: Creative Test Campaign Campaign Budget: $5000 Campaign Objective: Conversion, Purchases Ad Set Targeting: Test Market Ad Set Bid Strategy: Lowest Cost What should the media buyer do?
Separate the ads into their own ad sets
A real estate advertiser is running a campaign with the following credentials: Objective: Conversion Optimization: Conversion Bid Strategy: Lowest Cost They have observing CPA fluctuations on a weekly basis: The advertiser does NOT want to exceed a CPA of $180 in any week, and wants to maximize the number of leads. What should they change about the campaign?
Switch the bidding strategy to a cost cap
A supermarket chain needs to increase the number of affiliate program users. The chain develops lead ad campaigns on the Facebook App, but the campaigns are not approved. Why aren't the ad campaigns being approved?
The chain is asking for a government ID number as the user identifier
A new US-based shoe retailer is launching their new website and brand using a campaign on the Facebook App. The brand has never advertised on Facebook and does not have any tracking installed on their website yet. Their primary KPI is to drive as many visitors to their website. Which strategy should the media buyer use?
Traffic Objective targeting people in the US over 18 years of age
A Quick Service Restaurant (QSR) is looking to promote its ice cream sundae special. The QSR has the following campaign requirements: Audience: Age 18+ Location: Canada Flight: May and June Delivery: Only display ads when the weather is sunny Budget: $100,000 Objective: Reach How should the buyer implement this campaign?
Use a Meta Business Partner
A brewery wants its ads displayed to men ages 21-45 when penalties occur during sports games, and wants to segment its audience based on fans of particular sports. How should the brewery efficiently set up this campaign?
Use a Meta Business Partner
An advertiser is running app install ads to get people to its new mobile game. The game is localized in five languages.Campaign details are as follows: Objective: App Installs Optimization: App installs Audience: English speakers, ages 18-45 Daily budget: $50,000 Which combination of two actions should the company take to increase new users? (Choose 2)
Use dynamic language optimization. Broaden targeting
An entertainment brand launches a 1-week video campaign to advertise a free preview of a new film at a specific location in London. The campaign only spends half of the budget and has the following details: Lifetime Budget: $250,000 Objective: Reach Target: London + 5 km radius Attendance was low, so the brand wants to use the remaining budget to run the campaign and event again. What should the media buyer recommend for the next campaign?
Use the Reach objective and increase the km radius
A travel guide ecommerce brand wants to sell the whole stock of 500 units of one of their guides during the next 4 weeks the most efficient way. The brand wants to test which bidding strategy should be used to meet this goal. The brand launches an Experiment for a week in Ads Manager with 2 campaigns.What should the company do?
Use the cost cap of $27
