Test-Taking Questions 410-101 Pre-assessment Test

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Facebook Certified media buying professional Sample Questions (Q15-Q20):

NEW QUESTION # 15
What column within Facebook Ads Manager helps you measure the sales generated by your campaigns?
Choose only ONE best answer.

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

Answer: D

NEW QUESTION # 16
What is the benefit of setting bid caps for your campaigns?
Choose only ONE best answer.

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

Answer: A

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 # 17
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. CPC
B. Frequency
C. Brand Lift
D. CPM
E. Reach

Answer: B,C,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 # 18
What determines the "Total Value" of your ads?
Choose only ONE best answer.

A. Maximizing advertiser value and estimated action rates.
B. Optimizing Consumer Experience and Maximizing User Value.
C. Maximizing Advertiser Value and Optimizing Consumer Experience.
D. Maximizing Consumer Experience and Advertiser Bid.

Answer: C

Explanation:
Explanation
Facebook is always trying to find a balance between maximizing the advertiser value and optimizing the consumer experience.
Keep in mind that the Total Value will be the addition of two components:
* Advertiser Bid x Estimated Action Rates (Maximizing Advertiser Value)
* User Value (Optimizing Consumer Experience)

Those two components will help determine your Total Value.

NEW QUESTION # 19
How are budgets different than account spending limits?
(Select all that apply)
Choose ALL answers that apply.

A. Once you've spent a daily budget, delivery/spending stops for that ad set or campaign
B. Facebook won't spend more than 25% of your daily budget on a given day
C. Facebook won't spend more than 25% of your campaign lifetime budget
D. Facebook won't spend more than 125% of your account limit
E. Facebook won't spend more than 7 times your daily budget over a calendar week (Sunday to Saturday)

Answer: B,E

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 # 20
......

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