Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

IG Interview Prep > Blueprint Test > Flashcards

Blueprint Test Flashcards

1
Q

Give an overview of mobile marketing trends.

[mobile marketing fundamentals]

A
  1. People spend more time on mobile than any other marketing channel.
  2. People are multi-tasking with two screens while watching TV w majority of time being spent across platforms like FB, IG and Messenger.
  3. Video will make up the vast majority of data traffic in 2022 (almost 80%)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What are some best practices for mobile marketing?

[mobile marketing fundamentals]

A
  1. Make your message short and simple.
  2. Use in-stream for longer ads/messages.
  3. Use automatic placements to get your ads to the right people in the right place.
  4. Use measurement to improve: can be creative, content, and placements.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

How many biz marketers on on FB?

[mobile marketing fundamentals]

A

140M

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

How do you boost the power of your FB ad creative (what are best practices)?
[mobile marketing fundamentals]

A
  1. Use video - even simple animations or GIFs
  2. Adjust aspect ratio for mobile to get as much of screen as possible
  3. Ad Placements - automatic placements make the best use of budget and increase view-ability. Machine learning will place ads. Effective across FB, IG, Messenger, and Audience Network.
  4. Formats - engaging formats like Instant Experiences
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What questions should you ask to determine which Facebook ad objective will align best with your business goals?
[creative best practices]

A
  1. What do you want people to do when they see your ad? EG remember your brand, view videos, take an action, etc.
  2. Can FB ads complements your other existing channels? EG TV which together w FB has been shown to increase results.
  3. Can you brand take advantage of all FB platforms? We recommend optimized placements.
  4. How will you know if your audience has taken your desired action? Develop a strong measurement plan.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are FB’s three broad CATEGORIES for objectives?

[creative best practices]

A
  1. Awareness
  2. Consideration
  3. Conversion
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What are FB’s campaign objectives?

[creative best practices]

A
  1. Awareness: Reach, brand awareness
  2. Consideration: traffic, engagement, app installs, video views, lead generation, messages
  3. Conversion: conversions, store traffic, catalog sales
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What campaign objective should your client use if their goal is to increase people’s awareness of their business, brand, or service?

A

Brand awareness.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Case Study - which campaign objective?

Club Soda is est in the industry and wants to share its new flavor so people keep it top of mind at the grocery store.

A

Use brand awareness.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

How is brand awareness measured?

A

It is measured by ad recall lift. how many people would remember the ad if we asked them over 2 days

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What campaign objective should your client use if their goal is to maximize the # of people who see your ad and control how often they see them?

A

You would use reach (under the awareness category).

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

How does one control frequency when using the reach objective?

A

Frequency controls allow an advertiser to determine how often someone sees their ad. How many times they see it and minimum # of days between each ads (I don’t want them to see it every day, they can see it at minimum every 2)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Case Study - which campaign objective?

Spruce creates soap. They want to expose as many people as possible to their product and share the benefits.

A

Spruce should use reach to get the max # of people to see their ad. The clue here is their goal: “they want to expose as many people as possible”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What does brand awareness solve for?

A

reach people most likely to pay attention to your ad

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What does reach solve for?

A

Getting the MAXIMUM number of people to view your add

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What campaign objective should your client use if their goal is to send people from FB to any URL? EG landing page, app, blog post etc.

A

Traffic

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Case Study - which campaign objective?
Zoomature has redesigned their website. They want to get people who have signed up for their newsletter to visit the new site

A

They should use the Traffic objective

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What does the traffic objective solve for?

A

Reach people most likely to CLICK to your website. Does not include additional engagement after clicking the ad. This would be useful if you want to bring people to a piece of content or video

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What does engagement solve for?

A

Encourages engagement within our platforms including:

  1. Boost a post: get people to take an action on your fb page or IG post
  2. Page likes
  3. event response
  4. offer claims: take an offer on discount, promotion, etc
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Page likes and event responses under the engagement objective can only be solved across which platform?

A

Facebook

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Case Study - which campaign objective? Lucky shrub is doing a few potting demonstrations and wants to share details of the event and get sign up’s

A

Engagement (for sign up’s)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What do you ideally have installed to measure traffic?

A

The pixel (suggested but not required)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

What do you need downloaded to run app installs objective?

A
  1. FB SDK

2. Registered app

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Explain linking within the app

A
  1. if they have it downloaded already (targeting existing) then use deep linking
  2. if they don’t have it downloaded you can use deferred deep linking which takes them to the app store first
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

What does the video views objective solve for?

A

Ad shown to people most likely to watch your video at the lowest cost. Good for reaching audiences not familiar with your brand or products.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

Case Study - which campaign objective? Endo Motos is preparing to release its new
line of cars. To generate interest in their new models, they’ve produced short, high–quality videos of each vehicle in action. The goal is for people to watch their entire video and feel inspired to seek more information about their new vehicles.

A

video views

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

Which platform can you NOT run the video views objective across?

A

Messenger

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

What does the lead generation objective solve for?

A

Optimized to collect people’s contact information

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

What does the messages objective solve for?

A

shown to people most likely to have a convo with you over messenger. this is a good objective for starting 1:1 dialogues with your audience

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

What are the three types of Message ads you can create (FB, IG and Audience Network)?

A
  1. Ads that link to Messenger
  2. Ads that link to Whatsapp
  3. Sponsored Messages: you can send messages to people you’ve directly engaged with previously across messenger
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

What does the conversions objective solve for?

A

Your ad will reach people most likely to take an action.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

When does the conversions objective work best?

A

When your audience has already expressed an interest in your brand or product, or people who have things in common with that audience aka look alike (shared interests etc)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

What is REQUIRED for conversions to work?

A
  1. Pixel and standard events OR

2. SDK and App events

34
Q

Case study - which objective should this company use? Well est jewelry company wants to increase sales of new diamond ring and has a large customer base already. Using the FB pixel, the company wants to retarget people who have it in the cart on the website but have not completed the purchase. The goal is to turn potential purchases of the ring into Sales.

A

Conversion!

35
Q

What does the catalog sale objective solve for?

A

Your ads will show products from your catalog that best match your audience’s interests.

36
Q

What should your creative assets include if you’re using the catalog sale objective?

A

Images of the product.

37
Q

What must you have installed to use the catalog sale objective?

A
  1. Pixel + Standard Event
  2. SDK + App Event
  3. Catalog
38
Q

What is the catalog sale objective powered by?

A

Dynamic ads

39
Q

Case study - which objective should this company use? Goal is to increase average purchase value so company wants to retarget past purchasers with beauty items similar to what they’ve purchased in the past. They want to leverage their 100’s of product offers, insights from the pixel, and the power of dynamic ads to avoid setting up targeting campaigns indivdiually.

A

Catalog sales

40
Q

What does the store traffic objective solve for?

A

Shown to people who live physically near your store’s location and are most likely to stop by.

41
Q

What type of ad works best to drive store traffic?

A

Combine store locations + discounts/ special offers

42
Q

What do we RECOMMEND you have installed for the store traffic objective?

A
  1. Offline conversions

2. Offline events

43
Q

If you want to increase foot traffic to only ONE store, which objective should you use?

A

REACH rather than store traffic

44
Q

What does the Ad Relevance Diagnostics achieve?

A

Helps you understand whether the ads you ran were relevant to the audience that you reached.

45
Q

When designing ad creative on mobile, what is a best practice when it comes to branding?
[mobile creative best practices]

A
  1. Clear branding and/or product images in the first few seconds
  2. Clear brand messaging in first few seconds

Secondarily use brand colors and also show branding at end

46
Q

When designing video ad creative on mobile, how should you handle sound?
[mobile creative best practices]

A

Design for sound off but delight with sound on! Use text overlays, graphics, overlays etc. Use logos and branded product shots to communicate your brand

47
Q

When designing ad creative on mobile, how do you capture attention?
[mobile creative best practices]

A

Make real impact in the first few seconds with moving images and bringing the most exciting frame to the front of your ad

48
Q

When designing ad creative on mobile, how should you handle text?
[mobile creative best practices]

A

Keep ad text short, clear, and concise.

49
Q

When designing ad creative on mobile, what are aspect ratio best practices?
[mobile creative best practices]

A

Design for vertical (9x16). Take up the mobile screen. Crop tightly around main focus area of your image. If you don’t have a full video, stitch together existing images + videos

50
Q

What are best practices when developing a video ad?

[mobile creative best practices]

A
  1. Short (15 sec or less)

2. Use in-stream for 15+ and have sound on

51
Q

What templates can I leverage to create mobile-first assets?

[mobile creative best practices]

A
  1. Video creation kit in ads manager using existing photo assets, logos etc.
  2. Stories templates in Ads Manager
52
Q

What are signs of ad creative fatigue and how do you combat it?
[mobile creative best practices]

A

Signs: Decreased CTR as frequency increases; increase in CPA (cost per action) as frequency increases

Solutions:

  1. review targeting strategy & audience saturation
  2. remix or adjust creative using FB tools
53
Q

What are the three types of audiences you can target across FB?
[targeting]

A
  1. Core: based on criteria like age, interests, demographics, etc.
  2. Custom: previously engaged w your biz (on or offline)
  3. Lookalike: haven’t reached this audience yet but has similarities w your existing audiences
54
Q

What is a core audience based upon?

[targeting]

A

Actions they’ve taken on FB or information they’ve shared in their profiles

55
Q

How do you generate a custom audience?

[targeting]

A

Using your source information (I’m assuming this is first party? EB) or using FB sources

56
Q

What is the benefit of creating an international lookalike audience?
[targeting]

A

Expand into new audiences in other countries (optimize spend by showcasing ad in regions most likely to be receptive to your ad)

57
Q

What is the MINIMUM size to build a custom or lookalike audience?
[targeting]

A

100 from a single country but suggest 1K

58
Q

What are the THREE targeting best practices?

[targeting]

A
  1. Avoid audience overlap: make sure that multiple ad sets aren’t sent to the same people
  2. Exclude strategically
  3. Avoid extremely narrow targeting
59
Q

What kinds of things woulds you use audience insights for?

[audience tools and insights]

A

Anonymized, aggregated demographic info like location, interests, and behaviors to help you determine the right audiences to receive your ads.

60
Q

What does FBIQ provide?

[audience tools and insights]

A
  1. People insights (behaviors)
  2. Industry insights
  3. Holiday insights
  4. advertising insights (e.g. for creative considerations)
  5. Insights to go
61
Q

Which Meta apps do stories appear in?

[Facebook ad placements]

A

FB, IG, and Messenger

62
Q

What are the options you have when advertising on Messenger?
[Facebook ad placements]

A
  1. Ads in Messenger inbox between Messenger Stories
  2. Ads in Messenger inbox between convo’s

Note, there are also FB, IG, and Messenger ads that direct someone to Messenger to have a convo

63
Q

What are the benefits of automatic placements?

[Facebook ad placements]

A
  1. More results: best return on ad spend
  2. Optimize automatically: allows FB to find the most effective placements.
  3. Extend reach: across platform to more ppl interested in your biz
64
Q

What is asset customization and when can you use it?

[Facebook ad placements]

A

Allows you to determine which creative is used across which platform. You can use in automatic placements or edit placements

65
Q

Do you need to edit creative in Feed to do well?

[Facebook ad placements]

A

Typically no - ads in one feed (IG, FB, etc) perform well in others

66
Q

Define brand safety

[Facebook ad placements]

A

Ensuring your ad doesn’t show up next to content that isn’t conducive to their brand

67
Q

Tell me about your additional brand safety efforts?

[Facebook ad placements]

A

Across publisher content like in-stream, instant articles, and audience network

68
Q

How do you determine which format you should use?

A
  1. Biz goals

2. creative that’s avail to you

69
Q

How many ad formats are there?

A

5

70
Q

Name the five ad formats

A
  1. Single image
  2. Single video
  3. Carousel
  4. Slideshow
  5. Collection
71
Q

What is the difference between a carousel and a slideshow?

A

Think of slideshow as the cheaper version because it animates JUST photos. Good to take up less data too. Movement to static images.

Carousel is a mix of videos AND images. Can put best performing one first across News Feed and IG ads.

72
Q

What is a collection?

A

Pairs a video or photo with four product images. Click to lead to a full screen mobile ONLY instant experience.

73
Q

What are the three types of tests?

A
  1. A/B Testing
  2. Brand Lift
  3. Conversion Lift
74
Q

What does A/B testing do well?

A

Use it to compare creative strategies: ad creative, audience, delivery optimization, placement.

Can also measure true value with multi-cell lift test w/ own tests & holdout groups.

75
Q

How does brand lift work?

A

Also randomized groups but one that sees ad and one that does not (control group) and then polls on things like ad recall, brand awareness, and message association.

76
Q

If A/B testing allows you to test different creative strategies, what does brand lift allow you to understand?

A
  1. how well your campaign resonates w your audience
  2. how well your campaign performs w your region or demographic
  3. Demographic breakdowns like age, gender, TV viewership, and video play duration for different campaign variables
77
Q

A/B vs brand lift

A

A/B: creative strategies (ad sets, ads)

Brand: Campaign performance (holistic)

78
Q

What interactions do data sources capture?

A
  1. App
  2. Website
  3. In-store
  4. Ads
79
Q

What are the three Facebook data sources?

A
  1. Pixel: website (code that’s placed on website to track interactions)
  2. FB SDK: app (actions in app)
  3. Offline conversion: in-store (upload CRM and POS to then match our info to that list)
80
Q

What are the two reasons why you would use a lift test (Brand and/or Conversions)

A
  1. Allows you to determine if a campaign is driving incremental results (changes in brand perception; increase in conversions)
  2. Determine how much additional biz your AD DOLLARS are driving compared to your other marketing efforts.

Again A/B testing is for creative testing! ONE specific ad set/ad VS whole campaign or all of your FB advertising

IG Interview Prep (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions