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NEW QUESTION 34
You are running a raffle for one of your clients who runs a tour operator. They are offering a limited free weeklong vacation family package to China.
The total value of the package is of $8,000.
Your community manager runs a video ad (boosted post) promoting the raffle with the following titles and subtitles:
* Title: Like our Page to automatically enter the raffle for a free trip to China
* Subtitle: Like this ad to see the video and enter the raffle
* After 2 hours of running the ad, you get a notification that Facebook rejected your ad.
What changes do you need to do to re-run the ad?
Select all that apply.
Choose ALL answers that apply.

• A. You should just change the image in the current post on your Fan Page and re-activate the ad.
• B. Facebook does not allow you to request people to like a video to enter a raffle. You should change the subtitle to "Enter the raffle for a free trip to China."
• C. You should change the title so that it does not require people to like your client's Fan Page.
• D. You should hide the current post and post a new video with the new titles.

Answer: B,C,D

Explanation:
Explanation
It's within Facebook policies that it is unacceptable to run ads with the following texts:
* "Like our organization's Page to show your support for X."
* "Click 'Like' if you agree."
* "Like this ad to see the video."
* "Like our Page to automatically enter our raffle."
The following texts are acceptable:
* "Click 'Like' to connect with X."
* "Like our Page to receive updates, news, deals, etc."
* "Like John's Page to show your support."
Therefore, you need to change both the copy/text in your title and subtitle. Keep in mind that once you have boosted a post on your Fan Page, you can't make modifications. So you should hide the current one with the mistake and re-post the new video with the correct text.

 

NEW QUESTION 35
You have a campaign with two ad sets with a budget of $100 each. After a week, the first ad set performs well and spends the entire budget; however, the second ad set only spent $18 of the budget.
Your client is upset as they would like for you to spend the entire $200 total budget each week. What changes do you make to the campaign in order to spend the entire budget?
Choose only ONE best answer.

• A. You should change the set up to daily budget
• B. You should change the campaign objective
• C. You should increase the number of ads within each ad set
• D. You should change the set up to campaign budget optimizatio

Answer: D

 

NEW QUESTION 36
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 run a campaign on reach and frequency buying in order to maximize your budget with both audiences.
• B. You should just block both mature and dating content categories from your in-stream video placement.
• C. You can't block mature content from any Facebook placement platform.
• D. You should add more content categories such as gambling into the content categories blocked.
• E. You need to change the in-stream video to Audience Network or Instant Articles.

Answer: E

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 37
What strategies should you follow to accomplish your customer's goals?
Choose only ONE best answer.

• A. Use offline events to understand purchases at the retail stores and orders made from the phone.
• B. Use website conversion tracking to see how many people purchases at the store.
• C. Use offline events from the website, and cross-reference data to measure Facebook's impact.
• D. Use Facebook pixel, and cross-reference data from customer purchases with the pixel events to see results from Facebook campaigns.

Answer: A

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 38
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. Change the aspect ratio to square to increase visibility in the feed environment
• B. Add text to convey the message without sound
• C. Shortened the video
• D. Only use Instagram placement for the video ad
• E. Move the initial branding mention towards end of video

Answer: B,C

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 39
What column within Facebook Ads Manager helps you measure the sales generated by your campaigns?
Choose only ONE best answer.

• A. Total Conversion Value
• B. Conversion Costs
• C. Total Purchases
• D. Conversions

Answer: A

 

NEW QUESTION 40
Your client is posting 5 times a week, and they want you to promote each post as interaction ads, with a budget of $20 for each.
Your community manager published a post with a big grammatical mistake, but already spent $5 on the campaign for this post.
Your client calls you complaining, and you immediately tell your community manager to fix the post and re-active the campaign.
What options does the community manager have in fixing this mistake?
Choose only ONE best answer.

• A. The community manager should select the boosted post, change the image and re-launch the campaign.
• B. The community manager needs to post a new image and create a new campaign with a $20 budget.
• C. The community manager should delete or hide the current boosted post. He/she should then post the new image and add a new ad in the previous ad set. There is no need to change the budget.
• D. The community manager should delete or hide the current boosted post. He/she should then post the new image and add a new ad to the previous ad set with a $10 budget.

Answer: C

Explanation:
Explanation
You are not able to make changes to a post (title, text or image) if you have boosted the post or invested money.
In this case, you will have to hide the other post and re-publish the new one with the corrections.You should promote the post under the same ad set from the previous campaign. This will allow you not to modify anything at the ad set level and only deactivate one ad and activate the new one.

 

NEW QUESTION 41
Which of the following statements is true about in-stream video placement?
Choose only ONE best answer.

• A. Videos on Facebook and Audience Network in-stream placement together can be up to 90 seconds.
• B. Videos running on Facebook-only placement can be up to 90 seconds.
• C. Videos on Audience Network only in-stream placement must have at least 5 seconds.
• D. Videos running on Facebook only in-stream placement can be up to 45 seconds.
• E. Videos running on Audience Network only in-stream placement can be up to 180 seconds.

Answer: C

Explanation:
Explanation
Facebook in-stream:
* Video length: 5-15 seconds
* Objective: Video views, Reach, Brand awareness, and Post engagement
* Aspect ratio: Vertical (up to 9:16), Square (1:1), landscape (16:9)
Audience Network in-stream:
* Video length: 5-120 seconds when automatic placements is selected, 5-30 seconds when selecting in-stream placements on their own
* Objective (with automatic placements): Video views, Reach, Brand awareness, Post engagement, Conversions, Traffic, App installs, and Product catalog sales
* Objective (on its own): Video views
* Aspect ratio: Square (1:1) or landscape (16:9)
Facebook and Audience Network in-stream together:
* Video length: 5-15 seconds
* Objective: Video views
* Aspect ratio: Square (1:1) or landscape (16:9)

 

NEW QUESTION 42
What are all the options you can build a custom audience from?
Select all that apply.
Choose ALL answers that apply.

• A. People who have opened a Lead form but have not submitted data in the past 180 days.
• B. People who have clicked any links on a Canva in the past 180 days.
• C. People who have visited your website in the last 365 days.
• D. People who have viewed at least 50% of a video you posted on your Fan Page in the past year.
• E. People who have opened your mobile app in the last 92 days.
• F. Your customer database from the last 5 years.

Answer: B,D,E,F

Explanation:
Explanation
You can build custom audiences based on the following sources:
* Data files: Build audiences from your CRM, POS, email lists, or other sources. There is no timeline for how old the database needs to be.
* Website data: Reach existing customers and those who've shown interest in your business. There is a limit on the past 180 days.
* Mobile app data: Use Facebook ads to engage with people based on their interactions with your apps.
There is a limit on the past 180 days.
* Facebook engagement: Target ads to people who've interacted with your Page, videos, lead ads, and Canvas full-screen experiences on Facebook. There is a limit on leads ads for 90 days, videos views for
365 days, and canvas for 365 days.

 

NEW QUESTION 43
You want to run an app install campaign for one of your clients.
They would like to reach out to new audiences, but don't want to pay more than $9 per app install registered through the campaign. They have a specific budget, so the cost per install can't pass a maximum price.
Which bidding strategy should you optimize for?
Choose only ONE best answer.

• A. The campaign should run under the "Lowest Cost" bidding option with a Maximum-Cost ceiling of $9 in order to maintain the clients per app install costs.
• B. The campaign should run with a Target Cost bidding strategy since you want to maximize the efficiency of your budget.
• C. There is no way in setting a $9 average cost within Facebook for app installs. You can only use it with product catalog sales campaigns.
• D. The campaign should run under the "Target Cost" bidding strategy since you want to stabilize the cost per install at $9.

Answer: A

Explanation:
Explanation
Bidding strategies help you control the overall spent with budget constraints.
There are basically two bidding options: Lowest Cost or Target Cost
1. Lowest Cost
The lowest cost bidding strategy tells Facebook to get the lowest possible cost per result, while also spending your entire budget.

2. Target Cost
The target cost bidding strategy tells Facebook to get as close as possible to your cost target. This option is only available for app installs, conversions, and catalog sales marketing objectives.

In this case you need to have a "Lowest Cost" strategy as you want to achieve the following:
- Limit the app install at $9.00
- You know you can't afford a higher cost of $9.00 as it won't be profitable for your client Keep in mind that lowest cost budget will achieve your costs results but might not get you results as you might be bidding lower than the auction requires for your ad to be competitive.
You should start with lowest costs and then could potentially move to target cost once you've achieved at least
50-75 app installs and you have a better understanding of real costs for your client.
You should also move to target costs if you are not getting enough app install results with your first campaign.

 

NEW QUESTION 44
Your client wants to launch a mobile application in Colombia and India. They have a budget of $15,000 for the mobile app launch.
Below are the specifications:
- They will initially launch only for Android devices.
- The app does not work with Tablets.
- The app is geared towards younger generation below 25 years.
What targeting options would you select to reach your niche market when creating a core/saved audience?
Select all that apply.
Choose ALL answers that apply.

• A. Age with max 25 years
• B. Interests: Gamers
• C. Countries India + Colombia
• D. App Store Region
• E. Gender Male
• F. Mobile Device User - focused on Android

Answer: A,C,F

Explanation:
Explanation
For this exercise, you need the following aspects in order to segment your core/saved audience:
1. Age: you definitely want to set up age below 25 years old.
2. Mobile Device User: you need to specify Android as the primary operating system for mobile in order to target just Android users and exclude iOS users.
3. Location: you want to target the specific countries. In this case, Colombia and India in order to reach out to people in those two particular places.

You don't want to use App Store Region as an option to segment as they don't allow you to select specific countries. You are better off selecting countries and Mobile Device User to segment.

The gender and interest for this exercise are irrelevant since you don't have more info on what the mobile app is about.

 

NEW QUESTION 45
A client you are consulting for is a fashion shoe store. They buy branded shoes at a discount and sell them through their website for young professionals.
They have a batch of 100 high-heel red shoes (sizes 32-38) in their warehouse, based in Miami, that would like to sell quickly.
They've build a core audience with the following characteristics:
- Female
- Age range 25-45
- Geographic area United States and Canada
- Interest in fashion and high heels
- Interests in red color
What recommendations do you give them to improve their audience targeting?
Choose only ONE best answer.

• A. Include Mexico in countries being targeted
• B. Include interest in shoe sizes 32-28
• C. Take out "Canada" from geographic targetting
• D. Increase age range to 20-60
• E. Take out the "red color" interest

Answer: E

 

NEW QUESTION 46
An online boutique jewelry is trying to maximize their investment in their Facebook campaigns; however, they see that conversions have been low. These are the initial set up of the campaign you are running:
* Campaign is optimized for conversion objective
* The attribution window is set to 1 days
* You've set up lifetime budget
* Average purchase value has been higher than expected
You are running remarketing campaigns to people who've visited the website What changes do you make in order to increase conversions?
Choose only ONE best answer.

• A. You should increase attribution window to 7 days.
• B. Change optimization from custom conversions to value optimization.
• C. Run retargeting campaigns to people who have made purchased in the past 10 days.
• D. Delete all remarketing campaigns

Answer: A

 

NEW QUESTION 47
Your client is interested in running a campaign for 1 month and then do a brand lift study. But, before proceeding with the study, he/she would like to understand more about it.
Select all that apply.
Choose ALL answers that apply.

• A. People within the test group that will view your ads become part of the exposed group.
• B. You can set up a brand lift study through your Business Manager.
• C. The difference between the test group and the control group are analyzed to see the results of a brand lift study.
• D. People within the control group that will view your ads become part of the exposed group.
• E. The difference in response between the exposed group and the control group are analyzed for results of your brand lift study.

Answer: A,E

Explanation:
Explanation
You can ONLY set up a brand lift study through a Facebook Account Representative.
Once a study is created, the campaign's target audience is separated into a test group and a control group. The test group contains people eligible to see your ads, and the control group contains people who won't see your ads.
The people within the test group that actually see your ads become part of the exposed group.

The exposed group and control group are then polled, and the difference in responses between the 2 groups is analyzed.

 

NEW QUESTION 48
What are the different placements you can select in a campaign?
Select all that apply.
Choose ALL answers that apply.

• A. Audience Network Rewarded Videos
• B. Facebook Messenger Sponsored Messages
• C. Facebook Video Feeds
• D. Instagram Feed

Answer: A,B,C,D

Explanation:
Explanation
Below are all of the placement platforms and options you currently have on Facebook:

You should learn all placement options as a lot of questions will ask you supporting placements for each platform.

 

NEW QUESTION 49
Which metrics should a brand awareness campaign use in order to measure the effectiveness of their campaign?
Select all that apply.
Choose ALL answers that apply.

• A. CPM
• B. Frequency
• C. CPC
• D. Reach
• E. Brand Lift

Answer: A,B,D,E

Explanation:
Explanation
Whenever you are doing brand awareness campaigns, you want to make sure you focus on metrics that allow you to maximize your budget for the target audience.
In this case, you want to measure CPM, frequency, impressions, and brand lift.
You don't want to use direct response metrics such as CPC as you are trying to maximize reach and frequency for your brand awareness campaigns.

 

NEW QUESTION 50
n which platforms does the Facebook SDK work on?
Select all that apply.
Choose ALL answers that apply.

• A. Unity
• B. Javascript
• C. PHP
• D. tvOS
• E. Android
• F. 3rd Party Tools
• G. iOS

Answer: A,B,C,D,E,F,G

Explanation:
Explanation
1. iOS: You can integrate iPhones and iPads.
2. Android: All Android phones and tablets.
3. JavaScript: Works well for social plug-ins, API calls, and implementing Facebook login.
4. PHP: You can use Facebook Graph API to use the SDK.
5. Unity: All games developed under this platform work well.
6. 3rd Party: Some 3rd party partners have specific SDKs'.
7. tvOS: Is Apple TV's SDK to integrate social sharing options.

 

NEW QUESTION 51
You are a digital marketing manager for a retail company and manage the Business Manager for the business.
They've added you as an Admin on their Business Manager account.
You've recently hired a new agency to run your campaigns and would like for them to launch remarketing campaigns for people who've visited a landing page to claim a coupon.
What are some steps you need to take in order to allow the agency to access the Facebook pixel?
Select 2 that apply.
Choose ALL answers that apply.

• A. The agency needs to create a new pixel and install it to the website.
• B. Under your Business Manager' Pixels tab, you need add the agency as an "Assign Partner"
• C. Under your Business Manager' Pixels tab, you need add the agency ad account as an "Assigned Ad Account"
• D. You need to go to the Ad Account and assign the agency as partner.
• E. Under your Business Manager' Pixels tab, you need add the agency's web master as a person with access to the pixel.

Answer: B,C

Explanation:
Explanation
There are several way in which you can give the agency access to your website's pixel:
* Assign the agency as a "Partner" under your Business Manager
* Assign the agency's employees as "people" with access to your pixel under the Business Manager Keep in mind that the proper way to assign an agency is through the "Partnership" tab. Therefore, what you need to do is assign them as partners and assign the pixel to the proper ad account. You don't have to add the agency's employees as those will be added when you assign the agency as a partner to your business manager.

 

NEW QUESTION 52
You are running conversion ads to an inexpensive $0.99 mobile phone app.
You've been running app install ads for some time now, and have been getting 105 downloads of the $0.99 mobile app every two weeks.
You talk with your team, and there is a huge discussion on how to properly set up attribution windows, and whether there is enough data to run conversion ads for the mobile app.
What recommendations do you give your team?
Select all that apply.
Choose ALL answers that apply.

• A. You should set up a 1 day after a view and 1 day after a click attribution window.
• B. There are 105 conversions every two weeks, so this number meets the minimum requirement of conversions by Facebook.
• C. You should set up a 1 day after a click attribution window.
• D. You should set up a 1 day after view and 7 days after a click attribution window.

Answer: A,B

Explanation:
Explanation
Is there enough data?
Facebook requires you to have at least 50 conversions per week before running conversion ads. In this case, you have 105 every two weeks. That comes out to about 52.5 every week.
So, yes, there is enough data for you to start running conversion ads for App Install.
What kind of attribution window should you run?
Keep in mind that you are running conversion ads for App Installs. There are just two options for attribution window for this type of ad:
* 1 day after a click.
* 1 day after a view and 1 day after a click (combined).
In this case, Facebook recommendation is to track both view and click attribution of 1 day.
Inexpensive products (especially mobile apps) should have smaller attribution windows. It's difficult to think that a person who downloads an app after a week can be attributed to the ad. In other words, the download was not influenced by the ads you ran a week before.

 

NEW QUESTION 53
You've launched a campaign with the following characteristics:
You are targeting two different audiences: a core audience and a lookalike based on your customer database The campaign is running two ad sets You are optimizing for CPM The campaign is running two different images with text that covers less than 20% of image size After two weeks you realize that the CPM in Instagram are considerably higher on both ad sets than Facebook; however, only 20% of the budget was spent on Instagram. You want to gauge better Instagram performance and true CPM.
How do you optimize your campaign to achieve this goal?
(Select two that apply)
Choose ALL answers that apply.

• A. You should create a third ad set with a lookalike audience.
• B. You should join audiences into one ad set and run a new campaign with Instagram.
• C. You should turn off Facebook placement from one ad set.
• D. You should turn off Instagram placement from both ad sets.
• E. You should switch your optimization from CPM to video views.
• F. You turn off Facebook placement from both ad sets.
• G. You should create two new ad sets with Instagram as the only placement.

Answer: D,G

 

NEW QUESTION 54
What can you expect from an MTA Partner Program within Facebook Measurement Partners?
Choose ALL answers that apply.

• A. Aggregated reporting across multiple mobile ad networks, powered by Facebook attribution data.
• B. Measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
• C. People-based multi-touch attribution reporting across all publishers, including Facebook.
• D. Measure lift in sales using partner-based ROI measurement solutions.

Answer: A,B,C,D

Explanation:
Explanation
Here is a list of how Facebook Measurement Partners can help:
Partner Lift: Facebook's Partner Lift integrations leverage best-in-class vendors to measure lift in sales using partner-based ROI measurement solutions.
MTA Partner Program: Facebook offers an MTA Partner Program that enables multi-touch attribution (MTA) partners to provide people-based MTA reporting across all publishers, including Facebook.
Marketing Mix Modeling (MMM) Partners: Enable partners to better measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
Mobile Measurement Partners (MMPs): Work with one of our Mobile Measurement Partners to see aggregated reporting across multiple ad networks, powered by Facebook attribution data.

 

NEW QUESTION 55
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. You should use Audience Overlap to make sure there is no overlap between the two saved/core audiences you are using.
• B. The ad set running the Purchase event should include InitiateCheckout and AddToCart events from previous 60 days.
• C. Your InitiateCheckout audience should exclude the core audiences.
• D. The ad set running the purchase event should exclude all purchase events from last 30 days.
• E. The ad set running the AddToCart event should include all InitiateCheckout and Purchase events from last 60 days.

Answer: A,B,D

 

NEW QUESTION 56
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. Once you've spent a daily budget, delivery/spending stops for that ad set or campaign
• C. Facebook won't spend more than 25% of your daily budget on a given day
• D. Facebook won't spend more than 7 times your daily budget over a calendar week (Sunday to Saturday)
• E. Facebook won't spend more than 25% of your campaign lifetime budget

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 57
You are researching the launch of a new product and want to cross-sell to your current customer base to see if there is an audience that could be a good fit for the new product.
You need to better understand the behaviors, demographics, and investigate several audiences for your client.
Which audiences do you analyze in Audience Insights?
Select all that apply.
Choose ALL answers that apply.

• A. People who have viewed a view post on your Fan Page.
• B. You should research all users on Facebook with certain characteristics that match your target market.
• C. You should upload a customer database and analyze their behaviors.
• D. You should research people connected to your Fan Page.

Answer: B,D

Explanation:
Explanation
Audience Insights allows you to analyze and learn more about potential new markets and your current followers.
You can learn about their geography, demographics, lifestyle, purchase behavior, and much more.
As of 2018, you can NO LONGER analyze customer databases on Audience Insights.
Here is a list of audiences you can analyze in Audience Insights:

Here is an example of how insights report the information:

 

NEW QUESTION 58
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