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NEW QUESTION 77
What is the benefit of setting bid caps for your campaigns?
Choose only ONE best answer.

• A. Allow Facebook auction to evenly distribute campaign budget
• B. Get as many results for your full budget as possible
• C. Optimize campaign for best cost per result
• D. Get a specific target price for your campaigns
• E. Keep your cost per result below a certain amount

Answer: E

Explanation:
Explanation
Setting a bid cap can save your ad set from overspending for an event but, at the same time, if you set your cap too low Facebook may struggle to spend your budget, and this will negatively impact the distribution of your ad.
If your primary goal is to get as many results for your full budget as possible, you should not use a bid cap. If your primary goal is keeping your cost per result below a certain amount, go for the bid cap strategy.
To start setting your bid cap use an average cost per result from prior campaigns and a daily budget that is at least five times higher than your bid cap. This is because Facebook needs at least 50 events (the learning phase) within a week to properly optimize.
If you don't set a Bid Cap, Facebook will use the Pacing method to optimize your bid for the best results.
Pacing gives Facebook the flexibility to get you the best available results for your goals.
If you choose the lowest cost bid strategy Facebook will raise or lower your bid on an auction-by-auction basis; it's called "discount pacing."If you pick the target cost bid strategy, Facebook's pacing will consist in deciding which auctions to enter and which to skip; this is the "probabilistic pacing." Since you're trying to get the lowest cost per optimization event possible, Discount pacing lowers your bid when appropriate to help you get the least expensive results available. This is balanced against ensuring Facebook spends your full budget by the end of your ad set's lifetime.
Here's a simplified chart showing how this works with a $10 bid cap:

Since the target cost bid strategy is about stability rather than lower costs, Probabilistic pacing enters your ad set into only a selection of auctions based on the likely cost of their optimization event. Here's a simplified chart showing how this works with a $10 cost target:

* In practice, budget pacing and bid pacing are one process. Facebook adjusts your bid or which auctions it enters based on how much budget and time are left for your ad set.
* Similarly, Facebook may increase how much budget it spends if there's an opportunity to get many optimization events with costs aligned with your bid strategy.
* Facebook may also decrease how much budget it spends if there are few available optimization events with costs aligned with your bid strategy.

 

NEW QUESTION 78
Your commercial bank just released a television commercial to explain how easy it is to replace your debit card. They've want to launch the same video content used in TV on their Facebook to increase brand awareness.
What are two recommendations you made your client before launching the video content on Facebook mobile-friendly environment?
Choose ALL answers that apply.

• A. Add text to convey the message without sound
• B. Move the initial branding mention towards end of video
• C. Change the aspect ratio to square to increase visibility in the feed environment
• D. Only use Instagram placement for the video ad
• E. Shortened the video

Answer: A,E

Explanation:
Explanation
To make a video more effective for the mobile-feed environment you can:
* Shortened the video
* Change the aspect ratio to square to increase visibility in the feed environment
* Add text to convey the message without sound
* Move the initial brand mention earlier
Other best video practices:
* Capture attention quickly. Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the ad to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.
* Design for sound off. Since most video ads in mobile feed are viewed without sound, it's important to convey your message visually. Showing captions, logos and products can help communicate your message, even in silence.
* Frame your visual story. Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop and overall visual composition to make sure your story is told well on a small screen.
* Play more. There's no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing and iterating to learn what works for your brand and audience.

 

NEW QUESTION 79
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. Build a similar audience of 1% based on the current customer base for Los Angeles, San Francisco, and San Diego.
• B. You should invest more than 50% of your budget in Los Angeles.
• C. Build a new core/saved audience based on married women who are interested in high-end fashion brands.
• D. Run conversion ads to the website for the new product launch to women.

Answer: A,B,C

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 80
A car dealership wants you to promote specific cars that have not been doing well.
Sales are down and they would like for you to promote a video showing the dealership, benefits and several cars to maximize reach of people living close to the area.
Your client would also like for you to create a lead ad from the people who've seen the video.
What kind of audiences do you need in order to achieve your client's request?
Choose only ONE best answer.

• A. A lookalike audience + a website audience
• B. A lookalike audience + an engagment audience
• C. A core audience + a website audience
• D. A core audience + an engagement audience
• E. A core audience + a lookalike audience.

Answer: D

 

NEW QUESTION 81
You are running conversion campaigns for a client who runs an e-commerce site. The campaigns have been providing good results (about 20 sales per week) but your client would like to optimize the campaigns to maximize ROAS.
What are prerequisites your clients needs to meet in order to switch the campaigns to maximize ROAS?
(Select three that apply)
Choose ALL answers that apply.

• A. You ad campaigns need to be making at least 50 conversions per week.
• B. A Purchase Standard Event needs to be sending the value and currency parameters to Facebook.
• C. An Add To Cart Standard Event needs to be sending the value and currency parameters to Facebook.
• D. You ad campaigns need to be making at least 50 conversions per month.
• E. You need to have Facebook pixel implemented

Answer: A,B,E

Explanation:
Explanation
If you meet each of the following prerequisites, you can:
* The ads sets you want to optimize for value are part of a Conversions campaign
* You have a Facebook pixel implemented
* Your pixel has the Purchase Standard Event and it's sending us the value and currency parameters (learn how to set this up, or learn more about standard events)
* Your ad sets are able to deliver consistently (a good benchmark for this is getting about 50 purchase conversions per week per purchase-conversion-optimized ad set)
* Your ad sets send us several different values over the course of the day (ex: someone may buy $10 worth of product while someone else may buy $50). This helps us determine who to show your ads to to generate the most value.

 

NEW QUESTION 82
You have a monthly budget of $10,000 to utilize across various campaigns for a retail client. Your social media manager over-spent $1,230 on the previous period. Your client is upset as you've spent more than the allocated budget and wants you to control the budget.
How can you ensure that this month you don't go over your $10,000 budget?
Choose only ONE best answer.

• A. Set up your billing threshold to $10,000
• B. Set up a lifetime budget for your campaigns to $10,000
• C. Configure your campaign limit to $10,000
• D. Set up your account spending limit to $10,000

Answer: D

Explanation:
Explanation
An account spending limit is an overall limit on the amount of money your Facebook ad account can spend across all the ad campaigns you're running. Setting an account spending limit can be a helpful way to control your costs and make sure you don't spend more on ads than you want to.

 

NEW QUESTION 83
What are three brand safety tools Facebook provides in order to block ads from your client from running alongside certain types of content?
Choose ALL answers that apply.

• A. Change your core audience's interests to exclude certain content categories.
• B. Create a document using Excel or Notepad with the Facebook Page URL's you would like to block and then upload into Facebook.
• C. Block certain categories in your Ads Manager.
• D. Opt-out of certain placements in order to remove showing ads in Instant Articles, In-Stream Videos or Audience Network.

Answer: B,C,D

Explanation:
Explanation
acebook offers 3 brand safety tools for blocking your ads from running alongside certain types of content within Instant Articles, Audience Network and In-Stream Video placements:
* Placement opt-out
You can opt-out from showing your ads in Instant Articles, In-Stream Video or Audience Network placements by removing any of these placements in the Edit Placements section of the ad create flow. Learn how to opt out of placements.
* Category blocking
You can prevent your ads from running next to certain categories of content by choosing the Exclude Categories option under the Edit Placements section in Ads Manager. Learn more about excluding content categories.
* Block lists
Block lists prevent your ads from running on specific websites or apps within the Audience Network, the Instant Articles of specific publishers and videos of Pages included in the Facebook in-stream placement.
Learn how to Create Block Lists.

 

NEW QUESTION 84
Your client is launching a new car nationwide.
They've come up with a marketing campaign that contains three different videos. They want to deliver the campaign to a large audience during a specific time frame.
What buying option should they use and how should you optimize your campaigns?
Choose only ONE best answer.

• A. Reach and Frequency, with Sequenced delivery, so that you run campaigns on specific dates.
• B. Reach and Frequency, with Scheduled delivery, so that you run campaigns on specific dates.
• C. Ad Auction, running multiple campaigns with specific dates so that it's targeted correctly.
• D. Ad Auction, with a brand awareness campaign, in order to maximize reach of the different campaigns.

Answer: B

Explanation:
Explanation
Whenever a customer is running a nationwide campaign, you want to go with "Reach and Frequency" option.
This buying option will allow you to control reach, frequency, and budget.
There are three ways you can optimize your video campaigns within the reach and frequency options:
* Standard
* Sequenced
* Scheduled
Below is a table with the differences for each:

In this case, you want to use the "Schedule" option as the client wants to run the campaign on specific dates.

 

NEW QUESTION 85
Select all marketing strategies that you would suggest for the smartwatch launch.
Choose ALL answers that apply.

• A. Create app install campaigns for people who have finalized a purchase for the following 15 days.
• B. Create colorful, high-energy outdoor lifestyle footage of videos to perform in News Feed without sound, and highlight the visual appeal and functionality of the smartwatch.
• C. Create app install campaigns for people who have visited the website.
• D. Retarget series of Facebook ads to custom audiences who have viewed the videos for conversions.
• E. Use attention-grabbing video ads on Instagram to new audiences.
• F. Use conversion ads to the checkout page for new audiences.

Answer: A,B,D,E

Explanation:
Explanation
The client has three specific objectives:
* Build brand and product awareness to new audiences.
* Spur online sales of new watch.
* Get people who've bought the smartwatch to download and use their new mobile app.
In order to achieve these objectives, you should prioritize the following strategies for the product launch:
* Use videos on Facebook Feed to increase awareness, and use re-marketing strategies to people who have viewed a specific % of the videos (Objective #1 and #2).
* Use attention-grabbing video ads on Instagram to new audiences, this will allow you to re-market campaigns to website on people who have seen more than a specific % of a video (Objective #1 and #2).
* Create app install campaigns so that people will download their mobile app (Objective #3).

 

NEW QUESTION 86
The agency your are working at just landed a big client. A record label who works with up-and-coming artists and has successfully launched careers of several artists.
You are on the team responsible for the launch of a new album recorded by an up-and-coming rock band.
They also plan to hold a multi-city tour in the next 4 months.
The record label has realized that in order to sell-out concerts, they need to maximize reach to audiences interested in "rock" for 1 month with multiple ads prior to the concert. You have video and image content as creative.
What are some of the recommendations you make for running these ads?
Select all that apply.
Choose ALL answers that apply.

• A. You should build a custom audience based on people interested in rock.
• B. You should use reach and frequency buying option and set frequency between 1-2 per week.
• C. You should use reach and frequency buying option and set frequency between 5-6 per week.
• D. You should build a core audience based on people interested in rock related topics.
• E. You should use auction buying option and set frequency between 1-2 per week.

Answer: C,D

Explanation:
Explanation
Generally, large brand advertisers are most successful when they focus on reaching more people. They can do that by choosing a lower frequency cap (like 1-2 ads per week).
However, newer brands with less brand recognition who are running shorter campaigns may create more memorable impressions by increasing their frequency cap to show more ads to a smaller group of people and maximize awareness.
In this case, since you have a "lesser known" rock band, you need to increase frequency up to 6 times per week. You also want to use "Reach and Frequency" since your objective is to maximize reach. Each time you see "maximize reach" in your campaigns, the answer will most likely be "reach and frequency".
You also want to build a core audience based on people interested in rock music in each city in order to run the advertising campaigns.

 

NEW QUESTION 87
Your client wants you to build three new audiences based on their current digital assets. They currently have a Fan Page, Website with no pixel, Customer Database, Email Database, and Core/Saved Audiences.
They've just learned about Similar Audiences, so would like you to build three new similar audiences to use as seed audiences.
Which digital assets can be used as seed audiences for this task?
Select all that apply.
Choose ALL answers that apply.

• A. Customer Database
• B. Email Database
• C. Fan Page
• D. Saved/Core Audiences
• E. Website with no pixel

Answer: A,B,C

Explanation:
Explanation
You are only able to build similar audiences based on the following seed audiences:
1. Facebook Fan Page
2. Custom Audiences: email databases, customer databases, interactions with the fan page, website visitors with pixel and interactions with lead ads.
Keep in mind that you are NOT able to build similar audiences using core/saved audiences on Facebook.
Similar audiences need to be built from users who have interacted in some way with one of your digital assets (Fan Page, Mobile App, Website, CRM and so on); whereas, core/saved audiences are used to find users based on demographics, interests, behaviors, and other variables who have NOT interacted with one of your digital assets.

 

NEW QUESTION 88
You've been running a reach campaign for a CPG client for the past 3 weeks; however, your campaign is underperforming. Here is some information for the performance of your campaign:
You have two images running within same ad set with high CTR
You've set up Facebook, Instagram, and Messenger as your placement
You have a total budget of $10,000 for a 4 week campaign
You've spent a total of $4,834.73 in the past 3 weeks
Instagram placement has an average CPM of $1.24 and Facebook average CPM is $1.16 What changes should you make to your campaign in order to achieve your goal?
(Select the two best options)
Choose ALL answers that apply.

• A. Change optimization from standard delivery to accelerated delivery.
• B. Add three new images into the ad set
• C. Include Audience Network as additional placement
• D. Change the optimization to daily unique reach.
• E. Change the campaign objective to engagement.

Answer: A,C

 

NEW QUESTION 89
You need to share a customer database to your agency but your lawyer is concerned with privacy and sharing your customer data. You've built a custom audience and will share this audience with your agency.
What different type of access is NOT allowed within Facebook platform when sharing audiences with third parties?
Choose only ONE best answer.

• A. Insights only
• B. Targeting only
• C. Targeting and Insights

Answer: A

 

NEW QUESTION 90
An ecommerce site wants to increase conversion along their sales funnel. They've implemented several pixel events that are working properly; however, they are concerned that conversion costs are high and there is audience overlap.
They've verified with the Facebook pixel helper and events are working properly.
They have the following events on their site: ContentView, AddToCart, InitiateCheckout and Purchase Two core audiences have campaigns running for traffic objective All pixel events have remarketing campaigns What changes and suggestions to your audiences can you make in order to reduce audience overlap?
(Select three that apply)
Choose ALL answers that apply.

• A. Your InitiateCheckout audience should exclude the core audiences.
• B. You should use Audience Overlap to make sure there is no overlap between the two saved/core audiences you are using.
• C. The ad set running the purchase event should exclude all purchase events from last 30 days.
• D. The ad set running the AddToCart event should include all InitiateCheckout and Purchase events from last 60 days.
• E. The ad set running the Purchase event should include InitiateCheckout and AddToCart events from previous 60 days.

Answer: B,C,E

 

NEW QUESTION 91
Estimated Ad Recall Lift is shown in the Results Manager for which objectives?
Choose ALL answers that apply.

• A. Conversions
• B. Store Visits
• C. Video Views
• D. Post Engagement
• E. Brand Awareness

Answer: C,D,E

Explanation:
Explanation
Metric: Estimated Ad Recall Lift (people)
An estimate of the number of additional people who may remember seeing your ads, if asked, within two days.
This metric shows results for ads using Brand Awareness, Video Views, and Engagement - Post Engagement objectives.

 

NEW QUESTION 92
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