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NEW QUESTION # 46
You are planning the launch of the new mobile app for PhotoSnap.
Your client would like to move current website users to the mobile app and also reach new users.
Which audiences should you use for the mobile app launch?
Select the three that best apply.
Choose ALL answers that apply.
- A. You should do interest demographics and launch the campaign.
- B. You should build custom audiences based on the customer database of people who have purchased in the past 365 days.
- C. You should build a similar audience based the client's current customer base.
- D. You should build an audience based on your client's Fan Page; fans that have engaged with content in the past 90 days.
Answer: B,C,D
Explanation:
Explanation
The client has two objectives:
1. Move website users to the mobile app.
2. Create new mobile app downloads from new users.
For the first objective, you want to create a custom audience based on your client's customer base in order to move website users to install the mobile app.
For the second objective, you want to reach out to people who have interacted with the brand before and new potential users. In this case, your best option is to market to fans who have interacted in the past 90 days and also a new audience based on the current customer base.
NEW QUESTION # 47
What campaign strategies should you follow in order to optimize your Facebook ads?
Select all that apply.
Choose ALL answers that apply.
- A. Send people to messenger and automate a chatbot or menu with directions on Waze and Google Maps.
- B. Add a "Get Directions" CTA on the campaigns in order to bring people to the stores.
- C. Add map card with your page location.
- D. Use Store Visit ads in order to bring traffic to the two specific retail stores.
Answer: A,B,C,D
Explanation:
Explanation
Whenever you want to bring traffic to a physical location, you want to use In-Store Visit ads as you can set up different types of call to actions to give directions.
Ad formats including image, video, and carousel can generate instant awareness of the nearest business location and provide information the customer needs to get there.
A native store locator is available for carousel.The store locator makes ads more useful for consumers by putting contact information and openings hours of nearby stores only one tap away.
You can also add map cards with your page location and use URL to send people to maps.
Topic 3, In-Store and Online Retailer Audiences
One of your customers has in-store, and online, high-end t-shirts retail stores in several cities throughout the east coast (specifically in Los Angeles, San Diego, and San Francisco).
In 4 months, the company is launching a new product line. They would like to cross-sell to their existing customer base and new potential customers that have similar characteristics as their current customers.
As you upload the customer database directly from your client's CRM, you realize the following:
- 30% of the customers are between 18-24 years old.
- 64% of the customers are between 25-34 years old.
- 6% of the customers are between 35-44 years old.
- 59% are women.
- 41% are men.
- 66% are college educated and above.
- 78% are married.
NEW QUESTION # 48
You just hired a new social media manager. You need to run a campaign on Instagram based on people who've downloaded a tripwire on your company's website.
The new person need to be able to create audiences and conversion ads for the campaigns you are about to launch. What roles should you give the new person?
Choose only ONE best answer.
- A. Pixel Editor
- B. Pixel Event Manager
- C. Pixel Ad Manager
- D. Pixel Standard Access
- E. Pixel Moderator
Answer: A
Explanation:
Explanation
Once you create a Facebook pixel, you can share it with other people in your business. You can give other people access to a Facebook pixel by adding them to either a specific ad account or by granting pixel access to individual people.
If someone is a part of your business, but doesn't have access to an ad account that's in your business, they'll no longer be able to access pixels associated with that ad account. You'll need to either add this person to your pixel, or add them to the ad account associated with the pixel you'd like them to be assigned to. If you want to view or edit a pixel, you'll need to be added to a pixel or a specific ad account by a Business Manager Admin.
You can also request access to the ad account associated with a pixel.
There are currently only two roles within the pixel:
* Pixel Editor: Pixel Editors can view information about a pixel and make changes to the pixel. Pixel Editors can also create audiences and conversion ads with the pixel.
* Pixel Analyst: Pixel Analysts can only view information about a pixel. Pixel Analysts can't edit the pixel, create audiences or conversion ads with the pixel.
IMPORTANT: Even though Facebook uses "Pixel Editor" as a role in its website, within the tool you have two options to choose from:
* Standard Access
* Admin Access
NEW QUESTION # 49
Your client has 14 stores in different cities. They are launching a new product line and would like to reach young female professionals with a 30 second video. They would like to measure the results of the campaign with ad recall lift.
What manual placement should you select for the campaign?
Select two of the following options:
Choose ALL answers that apply.
- A. Audience Network
- B. Facebook and Audience Network
- C. Facebook
- D. WhatsApp
- E. Instagram
Answer: C,E
Explanation:
Explanation
Facebook recommends the following choices, broken out by campaign objective:
* Brand awareness (including Reach & Frequency buying): Facebook and Instagram
* Engagement (including Reach & Frequency buying): Facebook and Instagram
* Video views (including Reach & Frequency buying): Facebook, Instagram and Audience Network
* App installs: Facebook, Instagram, Messenger and Audience Network
* Traffic (for website clicks and app engagement): Facebook, Messenger and Audience Network
* Catalog sales: Facebook and Audience Network
* Conversions: Facebook, Messenger and Audience Network. The offsite conversions optimization goal also supports Instant Articles and Instagram Stories.
NEW QUESTION # 50
Which of the following is not a direct response type of ad?
Choose only ONE best answer.
- A. Mobile App Engagement
- B. Website Clicks
- C. Video Views
- D. Website Conversions
- E. Guaranteed Impressions
Answer: E
Explanation:
Explanation
Keep in mind that direct response marketing campaigns are all efforts that require specific actions as the ultimate objective.
If you were to rank all ads from the least to the most direct response, it would rank as following:
Brand Awareness
* Guaranteed Impressions
* Reach and Frequency
* Brand Awareness
Direct Response
* Post Engagement
* Video Views
* Messages
* Website Clicks
* Website Conversions
* Mobile App Installs and Engagement
* In-Store with Offline Events Tracking
NEW QUESTION # 51
What roles within your Business Manager can view insights for your Page in Audience Insights?
(Select all that apply)
Choose ALL answers that apply.
- A. Page Advertiser
- B. Fan Page Analyst and Ad Account Admin
- C. Fan Page Admins
- D. Ad Account Admins
- E. Page Analyst
Answer: A,C
Explanation:
Explanation
If you want to view insights for your Page in Audience Insights, you must at least be a Page Advertiser.
NEW QUESTION # 52
You are thinking of building multiple campaigns based on the following native targeting variables:
- Job
- Luxury Travel
- Income
- Mobile phone and operating system
- Age of children in the household
- Marathon and Triathlon interests
The audiences you are getting are too small.
Which strategy should you use in order to increase the audience you are currently using?
Choose only ONE best answer.
- A. Remove job, income and mobile phone.
- B. Remove age, marathon and triathlon interests.
- C. Remove age, mobile and operating system.
- D. Remove age of children in household, luxury travel and job.
Answer: D
Explanation:
Explanation
You've built audiences, but they are too small for the product launch. The only way to expand an audience is to take out segmentation variables.
In this case, think of the variables that have less to do with the segment. This can be very tricky questions in the exams as sometimes it's objective and with experience, you will see what interests work better than others.
However, let's categorize the segmentation variables into the following groups:
* Important variables: marathon and triathlon, mobile and operating system, and income.
* Semi-important: Luxury travel.
* Least-important: job, age of children in household.
Think about it; the smartwatch is a high-end gadget for hardcore sports fans. They also need to have a mobile phone due to the new mobile application for the smartwatch. So you definitely want to leave all of the variables in the "important" bucket.
Luxury travel could help you better segment high-end users, but it's not imperative. Job and age of children in household, in this case, are irrelevant.
Topic 2, Case Study Retail Fashion Brand
A luxury fashion brand, founded 20 years ago, is really well known for its handbags, ready-to-wear apparel, and watches. Today, they have close to 450 locations worldwide.
The fashion brand wants to run a couple of tests in 2 retail stores in order to measure the impact of its Facebook ads on its offline sales.
NEW QUESTION # 53
A client of yours would like to target their customer database. They have a CRM that can be connected to Facebook. The primary objective is to build custom audiences to retarget different product offerings.
Your client's attorney has complain several times about data privacy. They are concerned with sharing their customer database.
What suggestions do you make to the attorney to resolve his concerns?
(Select all that apply)
Choose ALL answers that apply.
- A. Facebook have been audited by an independent third party, PricewaterhouseCoopers to confirm that Facebook's secure mechanisms protect advertisers' information throughout the creation, use, and storage of their Custom Audiences.
- B. The matched and unmatched hashes are kept for 180 days.
- C. When you upload a list of customer or share your customer list, it's hashed once it enters Facebook.
- D. Facebook will store all data from your CRM but hash it so people can't see private info.
- E. The matched and unmatched hashes are deleted.
- F. When you upload a list of customer or share your customer list, it's hashed locally in your browser before it's uploaded to Facebook.
Answer: A,E,F
Explanation:
Explanation
Custom Audiences were designed to maximize information security and privacy. Facebook systems have been audited by an independent third party, PricewaterhouseCoopers. They confirmed that Facebook's secure mechanisms protect advertisers' information throughout the creation, use, and storage of their Custom Audiences.
Hashing is a process that turns information you share with us into short fingerprints that are impossible to reverse .
Here's how it works:
* When you begin the process to share your customer list, it's hashed locally in your browser before it's uploaded to Facebook.
* We match the fingerprints of your hashed list against ours.
* The matches are added to a Custom Audience for you.
* The matched and unmatched hashes are deleted.
NEW QUESTION # 54
You finalize analyzing the customer base and found this additional information:
- They are married, city-dwellers between ages of 25-34, predominantly female who are interested in shopping and fashion.
- They are tech-savvy and primarily use iPhones to make online purchases.
- 2/3 of the customer base is from Los Angeles.
- 75% of women from the current customer base make on average one online purchase for apparel a month.
Knowing this information, what strategies would you do next?
Select all that apply.
Choose ALL answers that apply.
- A. Run conversion ads to the website for the new product launch to women.
- B. Build a new core/saved audience based on married women who are interested in high-end fashion brands.
- C. You should invest more than 50% of your budget in Los Angeles.
- D. Build a similar audience of 1% based on the current customer base for Los Angeles, San Francisco, and San Diego.
Answer: B,C,D
Explanation:
Explanation
It seems like the majority of the customer database are married women, between ages 25-34, who live in Los Angeles, and like fashion and shopping.
You should use this information as a baseline to build your next core audience.You should also build a similar audience based on this new information on the three cities where the stores are at: Los Angeles, San Francisco, and San Diego.
More than 66% of the customer base is in Los Angeles, so you should definitely allocate more than 50% of your budget to this market. Unless the case said it wanted to grow specific areas, you need to allocate budget according to the data in your analysis.
NEW QUESTION # 55
What strategies should you follow to accomplish your customer's goals?
Choose only ONE best answer.
- A. Use Facebook pixel, and cross-reference data from customer purchases with the pixel events to see results from Facebook campaigns.
- B. Use offline events to understand purchases at the retail stores and orders made from the phone.
- C. Use offline events from the website, and cross-reference data to measure Facebook's impact.
- D. Use website conversion tracking to see how many people purchases at the store.
Answer: B
Explanation:
Explanation
One of the most powerful tools to measure sales at retail stores is to use Facebook offline events. With Offline Conversion Tracking, you can track when transactions occur in a physical business location and other offline channel, after people see or engage with a Facebook ad.
* Use precise timestamps, including minutes and seconds to track multiple purchases.
* Use actual transaction value to see the most accurate event values on a dashboard.
* Use Order ID's or item number to include multiple items within a single transaction.
So the best strategy is to use offline events to better understand how Facebook marketing campaigns affect the retail stores.
NEW QUESTION # 56
You need to increase traffic to a fashion magazine with your current campaigns. You are trying to decide whether to use landing page view or custom conversion.
How is a landing page view different from a custom conversion?
(Select all that apply)
Choose ALL answers that apply.
- A. Can occur multiple times per link click / view
- B. Uses the ContentView event, so it's available as part of the Facebook pixel base code
- C. Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)
- D. Uses the PageView event, so it's available as part of the Facebook pixel base code
- E. Has a fixed long 45 days attribution window
Answer: C,D
Explanation:
Explanation
A landing page view:
* Has a fixed short attribution window and is only attributable to a link click (unlike a custom conversion which could be attributed to a click or a view)
* Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)
* Uses the PageView event, so it's available as part of the Facebook pixel base code (unlike a custom conversion, which requires you to set up a ViewContent custom event)
NEW QUESTION # 57
What column within Facebook Ads Manager helps you measure the sales generated by your campaigns?
Choose only ONE best answer.
- A. Conversions
- B. Conversion Costs
- C. Total Purchases
- D. Total Conversion Value
Answer: D
NEW QUESTION # 58
You are planning on uploading a list of 5,000 customers from the same country for a current client to build a custom audience.
What are some of the best practices you need to follow when uploading a customer database to build a Custom Audience?
(Select all that apply)
Choose ALL answers that apply.
- A. Include only customers with highest value order for best performance.
- B. Always include the country code as part of your customer's phone numbers.
- C. Convert different currencies into the same one.
- D. For customer lifetime value rate your customers on a ranking from 1-10
- E. Always include your customers' countries in their own column in your file.
Answer: B,C,E
Explanation:
Explanation
The two most important tips are:
* Always include the country code as part of your customer's phone numbers, even if all your data is from the same country.
* Always include your customers' countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list.
What should I avoid when calculating customer lifetime value?
Different people calculate customer lifetime value in different ways. Here are some ways that you should avoid if you're going to send us the data for use in a value-based Lookalike Audience:
* Rating your customers. Say you have 3 customers worth $100, $10 and $1, respectively, and you use a
1-5 rating system. Don't send us data where they're rated as a 5, 2 and 1, respectively. This doesn't work because the value isn't proportional to the ranking. In other words, the $100 customer was factored by
20, but the $10 customer was only factored by 5 and the $1 customer wasn't factored at all.
* Ranking your customers. Say you have 100 customers and each one is worth between $200 and $1200.
You rank them from 1 to 100. This doesn't work because value isn't proportional here either. It tells us if one customer is more valuable than another, but doesn't account for a scenario where the number 5 customer is worth double what the number 6 customer is, whereas the number 20 customer might only be worth 1% more than the number 21 customer.
Important:
* Don't provide only your highest value customers. Instead, include a broad range. Without this range, we can't hone in on what might distinguish an average customer from a great one.
* Don't include negative numbers to denote negative value or undesirable customers. We can't use rows that contain numbers like that.
* If your value is in the form of a currency, make sure it's all the same currency or is converted to the same scale before uploading. We don't currently normalize for different currencies.
* Decimals that denote cents are acceptable, but don't use any other punctuation marks and/or separators.
We can't use rows that contain them.
NEW QUESTION # 59
You need to run an in-stream video campaign for a client. They have sent the following campaign requirements:
Maximize budget with two target audiences
Run a video on in-stream placement
Budget of $17,000
Frequency of 2 per week
Exclude dating and mature content categories from placement
What changes need to be made in order to comply with the client's brand safety requirements?
Choose only ONE best answer.
- A. You should add more content categories such as gambling into the content categories blocked.
- B. You should run a campaign on reach and frequency buying in order to maximize your budget with both audiences.
- C. You should just block both mature and dating content categories from your in-stream video placement.
- D. You need to change the in-stream video to Audience Network or Instant Articles.
- E. You can't block mature content from any Facebook placement platform.
Answer: D
Explanation:
Explanation
The categories you can block on Facebook are:
* Debatable social issues: Topics related to debated social issues, such as religion, politics, immigration and more. Does not apply to Audience Network mobile apps.
* Mature: Topics including violence, firearms, sexual content, profane language, and more. Does not apply to Audience Network mobile apps.
* Tragedy and conflict: Topics that contain emotional or physical suffering, such as crime, illness,
* bullying and more. Does not apply to Audience Network mobile apps.
* Dating: Websites and apps that have been categorized as dating. Ads may still appear alongside content about relationships and dating.
* Gambling: Websites and apps that have been categorized as gambling, where winners receive money or prizes. Ads may still appear on websites or apps where people play games just for fun.
You can exclude the following content categories for each placement:
In-Stream Video
* Mature
* Tragedy and Conflict
* Debatable Social Issues
Audience Network
* Dating
* Gambling
* Mature
* Tragedy and Conflict
* Debatable Social Issues
Instant Articles
* Dating
* Gambling
* Mature
* Tragedy and Conflict
* Debatable Social Issues
NEW QUESTION # 60
You talk with your client and understand that there are specific events that you need to register in PhotoSnap's app.
Here is a list of events you need to register:
1. When users open the mobile app.
2. When users add a credit card.
3. When users send to print their images.
4. When users watch the video explaining how the app works.
What events should you install on the mobile app in order to build re-marketing campaigns?
Choose only ONE best answer.
- A. App Launched, Added Payment Info, Purchased, Completed Tutorial
- B. Achieved Level, Purchased, Completed Registration, Viewed Content
- C. App Launched, Initiated Checkout, Purchased, Spend Credits
- D. Purchased, Initiated Checkout, Completed Registration, Rated
- E. Added To Cart, Purchased, Completed Tutorial, Added To Wishlist
Answer: A
Explanation:
Explanation
There are 14 standard app events you can use on Facebook SDK mobile app.
For this particular mobile app, these are the four events you want to utilize in order to track your client's requests:
1. App Launched: When users open the mobile app.2. Added Payment Info: When users add a credit card.3.
Purchased: When users send to print their images.4. Completed Tutorial: When users watch the video explaining how the app works.
Below is a list of the 14 related app events:
* Achieved level
* App launched
* Added payment info
* Added to cart
* Added to wishlist
* Completed registration
* Completed tutorial
* Initiated checkout
* Purchased
* Rated
* Searched
* Spent credits
* Unlocked achievement
* Viewed content
All of these events allow you to understand better how people are interacting with your mobile app, measure the performance of your Facebook mobile ads, and reach certain people who use your app by creating custom audiences.
NEW QUESTION # 61
When should you migrate a Fan Page into Business Manager?
(Select 3 that apply)
Choose ALL answers that apply.
- A. You use a vendor.
- B. You want to control your Fan Page through your personal Facebook account
- C. Your business has a marketing team
- D. You need to keep your business assets secure
Answer: A,C,D
Explanation:
Explanation
Create a Business Manager if:
* Your business has a marketing team: You have more than one person working on your business marketing or more than one person managing your current Facebook or Instagram business presence.
* You manage assets: You manage multiple Facebook or Instagram assets such as Facebook Pages, ad accounts or apps.
* You use a vendor: You work with vendors to help create, run or manage your Pages or ads, but want your business to maintain ownership of all Pages, ad accounts and assets.
* You need control over access and permissions: You want to maintain complete jurisdiction over your assets without attributing ownership to individuals who assist your business operations.
* You want your business to grow: You want the ability to request access to other pages, ad accounts and apps, or share your pages, ads accounts, and apps with other agencies.
* You need to keep your business secure: Business Manager is currently rolling out new security safeguard tools through the new Security Center to better ensure you maintain control of your assets.
NEW QUESTION # 62
What are three metrics that video can have a huge impact on brands?
Select all that apply.
Choose ALL answers that apply.
- A. Ad Recall
- B. Brand Awareness
- C. Purchase Consideration
- D. Cost Per Click
Answer: A,B,C
Explanation:
Explanation
Facebook did a huge research back in 2015 to figure out how the video had an impact on brands when running campaigns.
To see the full report go to: The Value of Video for Brands
They realized that video ads could have a huge impact on three aspects from a user perspective:
1. Ad Recall
2. Brand Awareness
3. Purchase Intent
The more seconds people view a video, the better metrics got.
Keep in mind that you might get questions pertaining Brand Lift studies in your exam.
NEW QUESTION # 63
What is not an action measured through Facebook attribution system?
Choose only ONE best answer.
- A. Link Clicks
- B. POS purchase conversion
- C. Outbound links
- D. Mobile app installs
- E. Third party (Google) link click
- F. Phone call sales conversion
Answer: E
Explanation:
Explanation
About Actions You Can Measure in Facebook Ads Reporting
An action is activity that happens on your ad (for example, someone watches your video ad) or as a result of your ad (for example, someone views your ad and then downloads an app).
Actions that occur on your ad include link clicks, outbound clicks, post engagement, video views, and more.
Actions that happen as a result of your ad include website conversions, website leads, mobile app installs, mobile app purchases and offline conversions. We attribute these actions to your ad if someone viewed or clicked on your ad within a certain period of time, as defined by your attribution window.
NEW QUESTION # 64
What is the main difference between brand marketing and direct response marketing within Facebook?
Select all that apply.
Choose only ONE best answer.
- A. With direct marketing, Facebook tries to maximize mobile app installs.
- B. With direct marketing, Facebook tries to minimize website conversions.
- C. With brand marketing, Facebook tries to maximize impressions, reach and frequency.
- D. Direct Response is for top of the funnel marketing.
- E. With brand marketing, Facebook tries to maximize conversions.
- F. Brand marketing is for top of the funnel marketing.
Answer: F
Explanation:
Explanation
Brand marketing is geared towards top of the funnel marketing. In other words, cold audiences or new markets that have not interacted with a brand or product.
Marketers are looking to optimize scalability and reach. They are NOT optimizing for specific conversions; only reach, frequency and budget.
Direct Response marketing is geared towards the bottom of the funnel marketing. In other words, warm audiences or users who have interacted with your website, Fan Page or mobile app.
Marketers are looking to optimize for specific results: online sale, lead acquisition, and so on.
NEW QUESTION # 65
How are budgets different than account spending limits?
(Select all that apply)
Choose ALL answers that apply.
- A. Facebook won't spend more than 125% of your account limit
- B. Facebook won't spend more than 25% of your campaign lifetime budget
- C. Facebook won't spend more than 7 times your daily budget over a calendar week (Sunday to Saturday)
- D. Facebook won't spend more than 25% of your daily budget on a given day
- E. Once you've spent a daily budget, delivery/spending stops for that ad set or campaign
Answer: C,D
Explanation:
* Budgets are set at the ad set or campaign level and their spend may be paced or accelerated by the delivery system. Once you've spent a lifetime budget, delivery/spending stops for that ad set or campaign.
* Daily budgets are averages and ongoing, but ultimately we won't spend more than 125% of your daily budget on a given day or more than 7 times your daily budget over a calendar week (Sunday to Saturday).
NEW QUESTION # 66
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