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Facebook Certified media buying professional certification is a valuable asset for any marketing professional looking to excel in Facebook advertising. The Facebook 410-101 exam is an important component of the certification, testing advanced media buying strategies on Facebook. By passing 410-101 exam and earning the certification, professionals can demonstrate their expertise in Facebook advertising, gain credibility in the industry, and open up new career opportunities.
NEW QUESTION # 15
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. You should invest more than 50% of your budget in Los Angeles.
- B. Build a new core/saved audience based on married women who are interested in high-end fashion brands.
- C. Build a similar audience of 1% based on the current customer base for Los Angeles, San Francisco, and San Diego.
- 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 # 16
You've been working on a reach and frequency campaign for your client.
You launch the campaign at 8 AM. It's 3 PM, and you realize you need to change your audience.
How can you fix this?
Choose only ONE best answer.
- A. You can go into the ad-set and just change the audience.
- B. You need to cancel current ad set and launch a new ad set with the fix.
- C. You need to build a new ad-set with the different audience.
Answer: B
Explanation:
Explanation
Reach and frequency campaigns have a grace period of 6 hours. After that time, you will have to create a new one and re-launch it as Facebook can't keep your fixed price.
NEW QUESTION # 17
An eCommerce recently installed the Facebook pixel on their website to better understand the ROAS of the online marketing efforts.
After two months, they've spent $3,500 in online conversion campaigns, and generated $6,000 in revenue.
You realize that the ratio for the ROAS is 1.71:1
What does this ratio mean?
Choose only ONE best answer.
- A. For every $1 you spend on a campaign, you generate $3.5 of revenue.
- B. For every $10 you spend on a campaign, you generate $1.71 of revenue.
- C. For every $1 of revenue, you spend $1.71 in advertising.
- D. For every $1 you spend on a campaign, you generate $1.71 of revenue.
Answer: D
Explanation:
Explanation
The return on ad spend (ROAS) for this campaign would be $1.71 or a ratio of 1.71:1 ($6,000 / $3,500).
So for every 1 dollar that the company spends on its campaign, it generated $1.71 worth of revenue.
NEW QUESTION # 18
What will determine the results of your campaigns on the Facebook platform?
Select all that apply.
Choose ALL answers that apply.
- A. Whether you use Facebook Manager or the Fan Page to run ads.
- B. Advertiser changes in audience, budget, placement, schedule, and optimization goals.
- C. Pacing system you set up.
- D. Facebook Auction.
Answer: B,C,D
Explanation:
Explanation
The Facebook main delivery system consists of three aspects:
* Auction: In the Facebook auction, you will be competing against thousands of advertisers worldwide.
They are all competing for one thing. End-users' space on the News Feed, Messenger, Audience Network, Video Ads, and mobile apps. It's just like a normal supply and demand function. The more advertisers competing for your time (demand), the more expensive it will become (supply). So the person willing to pay the most will get most impressions.
* Pacing System: Standard versus accelerated delivery makes a big difference in how your ads perform; especially in costs. Accelerated delivery will underperform your budget but allow you to spend your budget more quickly.
* Advertiser Controls: Obviously the size of your audience, budget, schedule, and type of ads will all affect the delivery of your ads.
Whenever you are running your campaigns, think of those three main areas with how they each will affect running your campaigns in the future.
NEW QUESTION # 19
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. Only use Instagram placement for the video ad
- B. Shortened the video
- C. Add text to convey the message without sound
- D. Move the initial branding mention towards end of video
- E. Change the aspect ratio to square to increase visibility in the feed environment
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 # 20
You've recently installed the Facebook Pixel on a new website. You are not sure if the website is detecting your pixel events correctly.
What are some tools you can use to troubleshoot your pixel and make sure it's collecting your events properly?
(Select 3 that apply.)
Choose ALL answers that apply.
- A. You can test your events in the "Events Manager" under your Business Manager
- B. You should check your campaigns to see if they are showing events.
- C. You can track events and debug your pixel through Facebook's Analytics dashboard
- D. You should install a second pixel and make sure it works properly
- E. You should install the Facebook Pixel Helper chrome extension to verify your pixel event.
Answer: A,C,E
Explanation:
Explanation
There are three main ways in which you can debug your Facebook pixel:
1. Install the Facebook Pixel Helper chrome extension so you can see if the events are being tracked properly.
2. Go to your "Events Manager" page in your Business Manager and troubleshoot your pixel events
3. Use Facebook Analytics event debugging tool to troubleshoot it.
NEW QUESTION # 21
What are the different type of forms you can currently purchase ads on Facebook?
Choose only ONE best answer.
- A. Facebook Marketing Partners and Insertion Orders.
- B. Facebook Marketing Partners and Ad Auction.
- C. Power Editor, Ad Auction, and Marketing Partners.
- D. Ad Auction, Insertion Orders, and Facebook Marketing Partners.
- E. Facebook Auction and Facebook Marketing Partners.
Answer: D
Explanation:
Explanation
There are basically three options for buying ads on Facebook:
* Facebook Marketing Partners: Formerly called PMD's are Facebook partners that help you launch campaigns outside of the Facebook interface.
* Insertion Orders (IO): This option is done directly through a Facebook Sales Representative. Usually, you will go through an IO for reach and frequency.
* Ad Auction: The most common way to purchase ads on Facebook. When you launch ads through the Ads Manager, you are utilizing the ad auction option.
Ads Manager are tools you utilize through the Ad Auction.
NEW QUESTION # 22
What are all the different campaign objectives that you can use a target bid for?
(Select all that apply)
Choose ALL answers that apply.
- A. Store Visits
- B. Messages
- C. Traffic
- D. App Installs
- E. Page Likes
- F. Lead Generation
Answer: A,D,F
Explanation:
Explanation
You can use Target Cost Bid for:
* App Installs
* Lead Generation
* Conversions
* Catalog Sales
* Store Visits
You can use Lowest cost Bid for:
* Brand Awareness
* Reach, Traffic
* Post Engagement
* Page Likes
* Event Responses
* App Installs
* Video View
* Lead Generation
* Messages
* Conversions
* Catalog Sales
* Store Visits
NEW QUESTION # 23
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 change the title so that it does not require people to like your client's Fan Page.
- B. You should just change the image in the current post on your Fan Page and re-activate the ad.
- C. You should hide the current post and post a new video with the new titles.
- D. 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."
Answer: A,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 # 24
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 under the "Target Cost" bidding strategy since you want to stabilize the cost per install at $9.
- 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 with a Target Cost bidding strategy since you want to maximize the efficiency of your budget.
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 # 25
You would like to optimize a 10 second long video creative for a new product. They video has the brand mentioned early on the video and your client wants you to optimize for CPVC.
Which objective should you select in your campaign?
Choose only ONE best answer.
- A. Video Engagement
- B. Video Completion Objective
- C. Brand Awareness Objective
- D. Reach objective
- E. Video Views Objective
Answer: E
Explanation:
Explanation
10-Second Video Views
The number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first.
How It's Calculated
The metric counts when your video was watched for an aggregate of 10 seconds or more, or to 97% of its length, whichever happened first. (Example: if someone watches a 5-second video for 4.85 seconds, or a
10-second video for 9.7 seconds, that counts as a 10-second video view.) People frequently drop off before the true end of a video when credits roll or content fades out, so 97% is considered to be the video's full length.
CPVC - Cost per video completion
Cost per video completion (CPVC) is a metric that will show up on your exam. Most CPVC optimization will be video view campaign objective.
NEW QUESTION # 26
An apparel brand is working with you as a buyer for their new product line launch.
They would like to reach an audience of 350,000 moms in 3 different cities. They've requested for you to optimize the campaign to maximize your budget based on CPM.
Your campaign has been running for 2 weeks with the following characteristics:
You have one campaign with reach objective
The campaign is running on Facebook and Instagram
CPM costs have been above what you expected
Your campaign is running a frequency of 1.3
What change do you make in order to lower CPM costs?
Choose only ONE best answer.
- A. You include Audience Network as an additional placement
- B. You change the objective to engagement
- C. There is nothing you can do to improve CPM costs
- D. You delete Facebook placement
- E. You add another audience
- F. You delete Instagram from your placement
Answer: A
NEW QUESTION # 27
Which are the two bidding options that will allow your customer to predict results of their campaigns?
Select two that apply.
Choose ALL answers that apply.
- A. Auction optimized for reach
- B. Reach and frequency
- C. Auction optimized for brand awareness
- D. TRP buying
- E. Auction optimized for video views
Answer: B,D
Explanation:
Explanation
The only two bidding options that allow you to truly predict impression, reach and frequency is the following:
1. Reach and frequency
2. TRP buying
With all of the other options, you cannot predict results. Even when optimizing a reach campaign through the auction, you won't necessarily get the results expected since you are entering the Facebook auction.
Here is a summary graphic to understand which options to use based on the predictability outcome expected:
NEW QUESTION # 28
How are budgets different than account spending limits?
(Select all that apply)
Choose ALL answers that apply.
- A. Facebook won't spend more than 7 times your daily budget over a calendar week (Sunday to Saturday)
- 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 campaign lifetime budget
- D. Facebook won't spend more than 25% of your daily budget on a given day
- E. Facebook won't spend more than 125% of your account limit
Answer: A,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 # 29
What is the benefit of setting bid caps for your campaigns?
Choose only ONE best answer.
- A. Get as many results for your full budget as possible
- B. Keep your cost per result below a certain amount
- C. Optimize campaign for best cost per result
- D. Allow Facebook auction to evenly distribute campaign budget
- E. Get a specific target price for your campaigns
Answer: B
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 # 30
Your client owns an online nutrition membership program for women, where customers get tips, diets, and discounts on a weekly basis.
They now want to launch a new blog for content marketing purposes, and would like to categorize the content into three buckets:
Weight loss
Health
Mom
You've already installed the Facebook pixel on their website; however, you now need to add an additional event pixel code to the blog so that you can track content better.
Which pixel event do you install on the blog?
Choose only ONE best answer.
- A. Generate Lead
- B. Complete Registration
- C. View Content
Answer: C
Explanation:
Explanation
Facebook Pixel allows you to track events, or specific actions, people take on your website.
For this specific case, you should use the View Content Event pixel to track specific visits to the blog posts.
You can use URL's for your ads afterward as well; however, once you have +25 blog posts, using URL's becomes unpractical.
Here is the list of the 9 standard events you can use:
For more detailed information you can view the following Facebook for developers post: https://developers.facebook.com/docs/ads-for-websites/pixel-events/v2.11
NEW QUESTION # 31
What other insights from your client's customer base should you be looking for, before you create a core/saved audience from this dataset?
Select all that apply.
Choose ALL answers that apply.
- A. You should understand what spending methods (in-store or online) your current customer base has in order to define whether you launch conversion ads or store visit ads.
- B. You should see who from that customer base is also connected to your client's fan page.
- C. You should go into location and see where current customers are really from.
- D. You should look at top categories and see what other pages people follow and interact the most so that you can use those same categories with your new core audience.
Answer: A,C,D
Explanation:
Explanation
The main insights you should be looking from a database of customers you've uploaded should be several things:
* Demographics: Information regarding the customer database, age, gender, age-groups, lifestyle, relationship status, education level, and job title.
* Page Likes: Information regarding top categories or other fan pages that people interact with.
* Location: Region, country or city for your customer database. Language that they speak.
* Activity: Device that they use to access Facebook and activity levels they have interacting with Facebook content.
* Household: Income, household price/size/market value, spending methods, and habits.
* Purchase: Purchase behavior on several fronts.
For this case study, you want to look at top categories, location, and spending methods that they have in order to better segment your next core audience.
NEW QUESTION # 32
What are the requirements for a business to open a "Shop" on their Fan Page?
(Select 4 that apply)
Choose ALL answers that apply.
- A. Link to valid bank account
- B. Have a TIN
- C. Sell physical items
- D. Agree with Facebook's merchant terms
- E. Have an ad account
Answer: A,B,C,D
Explanation:
Explanation
If you have a Facebook business Page, you can add a shop. You can use this section on your Page to list products you're selling and connect with more customers on Facebook.
While any business can have a shop, this feature is best for merchants, retail and eCommerce advertisers. We recommend it for businesses selling apparel, beauty, accessories (including bags and luggage), home furnishings, and baby or kids products. But other types of businesses can still use a shop to reach more people on Facebook.
Requirements to have a shop
Your Facebook shop must:
* Sell physical items
* Agree with our Merchant Terms
* Link to a valid bank account
* Have a Tax Identification Number (TIN)
NEW QUESTION # 33
What are the different data sources you can add and remove from your Business Manager?
(Select all 5 that apply.)
Choose ALL answers that apply.
- A. Ad Accounts
- B. Pixels
- C. Catalogs
- D. Fan Pages
- E. Shared audiences
- F. Users
- G. Properties
- H. Offline event sets
Answer: B,C,E,G,H
Explanation:
Explanation
In the data sources section of Business Settings, you can add and remove data sources and edit permissions.
Data sources in Business Manager include:
* Catalogs
* Pixels
* Offline event sets
* Custom conversions
* Properties
* Event source groups
* Shared audiences
NEW QUESTION # 34
Your client is a well recognized large brand, which has been in the market for +30 years, with a solid customer base.
The marketing brand manager wants to run Facebook ads for their new spring campaign. He/she insists on running interaction posts as the primary objective for all of the campaigns.
You explain that as a brand, they will benefit more running reach and frequency campaigns instead of promoted posts.
Select all of the reasons you give the brand manager to use reach and frequency as the primary bidding option.
Choose ALL answers that apply.
- A. Branding campaigns usually have better performance by using the reach and frequency option as you can optimize for reach, frequency, and overall budget.
- B. For brand marketing, changing attitudes and behaviors at scale will generate better results than specific actions on posts.
- C. Branding campaigns usually perform better when optimized through CPM than CPA.
- D. Reach and frequency will ensure the lowest cost per reach and cost per person impacted.
Answer: A,B,C,D
Explanation:
Explanation
Research has shown the results in terms of Ad Recall, and Brand Awareness are fairly similar in a reach versus action optimized campaigns.
However, when it comes to costs, the results are quite different. Just look at the table below:
Both campaigns had a $500,000 budget. The expected lift was quite similar, but costs changed dramatically.
Reach campaigns allow brand managers to maximize more cost efficiently their marketing campaigns.
NEW QUESTION # 35
......
Facebook 410-101 certification exam covers a range of topics related to media buying on Facebook, including campaign planning, audience targeting, ad creation, budgeting, and performance tracking. By earning this certification, individuals demonstrate their ability to effectively plan, execute and optimize Facebook ad campaigns to achieve specific business objectives. They also learn how to leverage Facebook's powerful advertising tools and features to reach and engage their target audience.
Becoming a Facebook Certified media buying professional can provide numerous benefits for professionals in the advertising industry. It can enhance career opportunities, increase credibility and earning potential, and demonstrate a commitment to staying up-to-date with the latest trends and technologies in the field. The Facebook 410-101 exam is a great way for media buying professionals to demonstrate their expertise and take their careers to the next level.
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