Meta Exam

A travel company is promoting a sale and its new mobile app on all media channels. The advertiser has the Meta Pixel and video assets that can be repurposed for all placements. It has the following goals: 60% reach 500,000 app downloads $15 ROAS 70% video completion rate Which goal can be measured by the Meta Pixel?

$15 ROAS

An online retailer wants to target women interested in sports. The audience size is 2 million, and the goal is 50 conversions per week. The estimated CPA is $100 USD for a 4-week campaign. Which budget should the media planner recommend?

$20,000 USD

A retail brand has a goal to generate 10,000 purchases during the holiday season. They expect their Instagram holiday campaign to achieve a $10 USD cost per Add to Cart and $35 USD cost per Purchase. Which budget should the retail brand use for the campaign to achieve this goal?

$350,000 USD

A fashion brand recently launched a new clothing line. The objective is to maximize audience reach so that as many people as possible will see the brand's ads. In the past, the client has always used the following assets: For this campaign, their media agency recommends that next to running their ads on Feed and Stories placements, the client should also test In-Stream video to reach people who are watching relevant videos. Which additional asset should the agency recommend the client to create?

16:9 ratio video

An airline is going to create a Meta campaign that features a seasonal offer. Its goal is to increase ticket sales in June and July. The offer will be valid for 30 days. How should the airline plan its campaign?

A 30-day campaign using the Sales objective, with the Advantage+ catalog ads, scheduled for March

An advertiser used the following strategy in its previous campaign and failed to achieve their goal of driving a high number of online purchases. Objective: Sales Targeting: Past Purchasers Placements: In-stream, Feed & Stories on Facebook Bid Strategy: Highest Volume What change should the media planner recommend for the next campaign?

Add lookalike of past purchasers and Advantage+ placements

A brand wants to drive video views across as many placements as possible. Which placement strategy should the media planner recommend?

Advantage+ Placements

Due to a client's brand safety requirements, ads in their upcoming Facebook in-stream ad campaign cannot appear next to or within political content. What should the media planner do?

Apply topic exclusions

A bakery is launching a holiday video campaign on Facebook. The shop wants to run ads on specific days and times of the week. Which strategy should the media planner recommend?

Auction with scheduled delivery

An online children's toy retailer recently conducted an A/B test with two audiences. The results are shown: Audience Targeting CPM Landing Page Views 1 Parents of preschool-aged children $2.00 USD 275,000 2 Past purchasers $1.25 USD 325,000 What should the media planner conclude from these results?

Audience 2 has a lower cost per landing page view

An intergovernmental organization wants to communicate the importance of routine immunization and the vaccine schedule for children in the first year of life. The goal is to reach as many people as possible with this information. The organization develops a landing page with detailed information on the vaccine schedule and installs the Meta pixel there for reporting and optimization. Which campaign objective and event optimization should the media planner recommend?

Awareness objective maximizing reach of ads

A local retailer recently started selling goods on its website. Its goal is to increase engagement with its brand, so customers are aware they have options for how they buy from the retailer. The retailer asks its media planner to run a campaign testing strategies to see which is most effective based on their goal. These are the results: A $50 $1 B $55 $0.25 C $45 $1 D $60 $0.50 Which version should the media planner recommend the retailer continue running?

B

An ad displays two images of a person's body prior to taking a medication and the results of that medication. Which restricted category does this ad violate?

Before and after references

An established retail brand launches its first campaign. The campaign is set up to: Reach 70% of its desired audience of people ages 25-44 Deliver at a frequency of 3x per week Feature a variety of 15-second videos Measure the shift in purchase intent of its product Which measurement tool should a media planner recommend?

Brand Lift

Which test type should advertisers use to determine whether or not their ads increase purchase intent from audiences?

Brand Lift Survey

An advertiser wants to understand if their new campaigns are having a positive effect on perception and recall. Which Meta solution should the planner recommend to measure this impact?

Brand Survey Test

An entertainment brand that works with a local agency wants to improve communication through Instagram. The brand has tried video, Stories and Reels. The goal is to generate a deeper connection to their audience. The brand is starting to partner with new influencers. Which option should the agency recommend to the brand?

Branded content

An e-commerce apparel brand starts expanding to new markets and wants to acquire new customers at the lowest cost possible. The brand is only investing in Meta advertisement. What should the brand do?

Conduct a website audit

A client who works with a local agency wants to improve the successful results from the last mega sales event. They are developing specific content for different audiences. The client has the pixel, standard events and offline conversions event. Which other solution should the agency recommend to help this client achieve a full funnel optimization in the upcoming sale?

Conversion API

An advertiser wants to understand if their new creative is helping influence sales. Which Meta solution will help show the lift?

Conversion Lift Test

A retail advertiser sells online and in-store. The retailer's in-store sales have been consistent while online sales have slowly declined in the past 6 months. The advertiser wants to create campaigns on the Meta platforms to determine whether it effectively increases online and offline sales. The advertiser plans to use these insights to determine how to best allocate its future marketing budget. Which two solutions should the planner recommend?

Conversion Lift, Offline Conversions

An advertiser wants to drive online sales for its high-value products. They want to make sure that they sell as many products as possible with the cost per purchase not exceeding $50 USD. They use broad targeting and Advantage+ placements. Which bidding strategy should the advertiser select for the campaign?

Cost per result goal

An online art shop launches two campaigns optimized for landing page views. The results are below: Campaign Audience Ad Format CPM Landing Page Views 1 Women interested in art, ages 21 - 60 Videos $1.25 600,000 2 Men interested in art, ages 21 - 50 Statics $1.00 750,000 Which strategy should the media planner recommend next?

Create one campaign with two ad sets and leverage Advantage Campaign Budget

Long-term financing is a part of which Special Ad category?

Credit

A jewelry brand wants to run a campaign on Meta to drive their existing customers into their stores. Which targeting should the media planner recommend?

Custom Audience of past purchasers

A client is starting to place ads on Instagram profile feed. They want to know what profiles their ads could appear on. What action should the media planner take?

Download the Instagram profile feed publisher list

What is considered a Special Ad Category?

Housing

A brand ran a multi-cell test to better understand which of two strategies to implement for the rest of the year. The goal is to find the strategy that increases brand favorability. What should the media planner recommend as a next step?

Implement a multi-objective strategy from Cell A

A fashion brand wants to encourage sales for its new sweater line that launched in the Fall. The brand used the Sales objective to drive online sales over the past 3 weeks and notices that CPA is increasing. The current campaign setup is: Objective: Sales Optimization: Conversions Budget: $1,000,000 CPA Goal: $15 Audience: men and women aged 25-55 who are interested in Fall clothing What should the media planner recommend to revert the CPA trend?

Include a Lookalike of Past Purchasers audience

An offline fashion retailer launched a new app with the goal of customers collecting points on every in-store purchase. The launch campaign also offers $10 discount coupons for customers to use in stores. The retailer plans to run two campaigns on Facebook with the following strategies: What is the primary business goal of these campaigns?

Increase offline sales

An advertiser wants to run an In-stream video campaign on Facebook but has specific guidelines about where the ads should appear. Which two brand safety controls should be used ahead of the campaign launch? (Choose 2)

Inventory Fillers, Block Lists

A client wants to launch a Brand Lift test to measure the impact of a brand awareness campaign. The company proposes to start the campaign a week before the test launch. Dates: June 1 to June 25 Creative: 5 x 15-second videos Buying: Reach & Frequency Frequency: 2-3 times per week Placements: Advantage+ Which strategy should the media planner recommend?

Launch the campaign and Brand Lift test at the same time

An automobile brand is partnering with authorized dealerships in the United States to get customers to test drive their newly launched car. To do this, the media planner will use images of the car and include an Instant Form that can be filled out by customers who click on the ad. Which campaign objective should be used to meet this goal?

Leads

An advertiser does not want their ads to appear on Meta Audience Network. Which tool should the advertiser use?

Manual Placements

A trade school runs a Leads campaign for 4 weeks with the following three audiences and generates the respective results shown: What should the trade school do next to maximize lead volume?

Merge the three ad sets

A well-known hair care brand ran click-to-message campaigns to drive engagement with their hair quiz for people to find which formula is best for them. Now, the brand is running a Sponsored Message campaign to re-engage people to complete the quiz or buy the best formula for them. The brand is using Advantage+ Placements for this active campaign. On which placements can this campaign run?

Messages

An advertiser has been running a Sales campaign using creative best practices. The advertiser wants to use Meta to create demand for a new product in addition to TV and wants to test and measure the incremental impact of Meta for brand metrics for their next launch. Budget: $650,000 USD Duration: 6 weeks Creative: 3x15 sec Video Ads, (9:16, 16:9 & 4:5) Placements: Advantage+ Placements Which Meta measurement solution should the media planner recommend?

Meta Brand Lift Study

Which option is a user privacy control that allows people to adjust the collection, access, sharing, usage or retention of their data?

Off-Facebook Activity

Which prospecting audience would be a high value in marketing to buy a brand's new line of running shoes?

People who are Lookalikes of past purchasers of the brand's running shoes

A consumer goods brand has been limited to awareness and consideration campaigns. Historically, their ads have directed to retailer sites for sales of their products that do not pass data back to the brand. What should the brand do to help achieve the long-term goal?

Place the Meta Pixel on the client-owned site and run traffic campaigns to build initial custom audiences

A retail brand is releasing a new line of mobile phone cases. The brand wants to reach potential customers at least three times a week for the duration of a 3-week campaign. Which strategy should the media planner recommend?

Reach & Frequency

A sporting goods store that typically only buys TV commercials is considering using Meta advertising solutions leading up to the Super Bowl. They are used to predictability and transparency about how their dollars are spent. Their primary KPI is reach and secondary is video views. Which strategy should the media planner recommend?

Reach & Frequency buying, Awareness campaign optimizing for video views

A teeth whitening company is launching their new product line that involves a "3-step process to a brighter smile". They want to make sure people see the steps in the correct order while driving brand recognition. They have three video ads and three static assets showcasing each step. Which strategy should the media planner recommend?

Reach & Frequency buying, Awareness campaign with ad sequencing

An advertiser is planning to launch a new product in the market and wants to create excitement around the launch. All TV and online campaigns are set to be launched simultaneously to have the maximum impact in terms of reach and awareness. The advertiser also wants to launch ads on Meta sequentially and re-target users who have watched their video ads to drive maximum impact. What should the media planner recommend?

Reach & Frequency buying, Engagement Audience

A client is launching a holiday campaign using a series of ads in Instagram Reels. The client wants to show ads in a particular order to get customers excited about their new holiday fragrances. Which scheduling strategy should the media planner recommend?

Reach & Frequency with sequenced delivery

A real estate brand sets up a campaign to promote homes for sale. The ads are rejected for failing to comply with housing ad policies. The campaign targets men of all ages who are interested in single-family homes and live in Virginia. What change must be made to the campaign for the ads to be approved?

Remove gender targeting

A brand wants to understand how the marketing budget will be allocated across marketing channels, products and regions to help forecast the effects of future events or campaigns. Which Meta Open Source measurement should be used?

Robyn MMM

An advertiser uses the same creatives across their Awareness, Traffic and Sales campaigns in their account. The advertiser recently ran an A/B testing to compare lifestyle creative versus editorial creative in an awareness campaign. What should the advertiser do next?

Run another A/B test with the lifestyle creative versus the editorial creative in different objectives

A swimwear brand wants to run a campaign encouraging potential shoppers who have seen the products on their website to become purchasers. Which strategy should the media planner recommend?

Sales campaign targeting shoppers who have viewed the products but not yet purchased

An advertiser wants to drive online sales during the upcoming holiday season. They have a catalog and have implemented the conversions API. The advertiser wants to have three ad sets created to maximize their targeting strategy with a spend of no more than $2,000 USD per day. How should the media planner set up this campaign?

Sales objective, Advantage Campaign Budget, Daily Budget

An online shoe retailer is launching a new winter brand and ran a 4-week Traffic campaign with three different audiences to understand which was top performing. The results are as shown: What objective and audience should the media planner use to drive online sales?

Sales with audience three

An online school wants to generate 150 total leads by the end of the 3-week campaign shown: Week Budget Spend Leads Cost per Lead 1 $5,000 $5,000 40 $125 2 $5,000 $5,000 50 $100 3 $5,000 $5,000 35 $200 What should the online school do to meet its goal without going over a $125 Cost Per Lead goal?

Set costs per result goal

A brand wants to promote its newest weight loss pills on Meta. Which targeting complies with Meta ad policies?

They can only target to users over 18.

A local pet adoption agency updates their landing page. With a goal to drive users to their website, the agency creates three 15-second videos that feature local dog lovers and adds a Learn More CTA button that links to their adoption information page. Which campaign objective should a media planner recommend?

Traffic

An advertiser publishes a leads campaign and is rejected. The campaign promotes video and image ads to people ages 18-65+ who live in a certain zip code and city. Which update should be made to the campaign to comply with Special Ad Category policies?

Update geo targeting to city only

A sporting goods brand is creating a new product and wants to reach new customers. The company's goal is to capture emails, then send a coupon to increase in-store sales. The brand has a CRM database available. Which strategy should be used?

Use the Leads objective to reach a Lookalike Audience of its CRM database

A car manufacturer wants to quickly see which audience strategy drives more traffic to its website before the holiday sale. The hypothesis is that a Custom Audience strategy will outperform an interest-based audience strategy for the brand. For statistical comparison, the audiences cannot overlap. Media mix modeling (MMM) is conducted semi-annually through a third party. What should the media planner do to reach the client's goals?

Utilize A/B testing on a Cost Per Result basis

A retailer wants to launch a holiday campaign that features their best-selling items for the year. They want the campaign to use the Sales objective and maintain at least a 350% ROAS. Which optimization should the media planner recommend?

Value

An advertiser wants to build a Lookalike Audience based on past purchasers. The advertiser wants this Lookalike Audience to target potential customers who will purchase multiple items. Which Meta audience solution should the advertiser use?

Value Based Lookalikes

A real estate brand wants to run a Leads campaign on Meta. They are only focused on getting Leads from Instagram. Which placements should the media planner recommend?

Website leads on Instagram profile feed and Instagram Stories