Facebook 101 Flashcards
What is the difference between organic reach and paid reach?
select all that apply
Post reach is the number of people who saw any of your posts at least once. This metric is estimated. When you post to your Page, people who’ve liked or followed your Page can see the post. This is true for both your Facebook business Page and your Instagram account. People may like, comment or share this content if they wish. This type of reach is called organic, which is another way to say that it’s free.
Paid reach is the number of people who had a paid post from your Page enter their screen. This metric is also estimated. When you spend money on Facebook or Instagram platform, you are in a sense buying space within Facebook auction to reach more people. In other words, you are paying to reach more people or users.
What are some Facebook Page type of ads that can run a Carousel Ad?
Get more website purchases e boost a post
What metrics does Facebook recommend to measure for a “Promote Website” campaign?
Peope reached and website clicks
You just hired a new community manager and need to give the person access for the following responsibilities:
A) Access your Facebook Page in order to respond messages
B) Publish and schedule a month’s worth of posts
C) Manage your budget and launch ads
D) The person needs to have access to all features except having ownership over your Facebook assets.
D) The person needs to have access to all features except having ownership over your Facebook assets.
What roles exist in the Business Manager?
When you add people to your Business Manager, assign them either the admin or employee role based on what permissions you’d like them to have. Once you’ve added someone to your Business Manager, use task based permissions. Learn more about Business Manager Roles and Permissions.
Employee access: We recommend adding people as employees. They can only work on assigned accounts and tools. Business Employees can see all information in the business settings and can be assigned roles by Business Admins, but can’t make any changes.
Admin access: Admins have full control over your business. They can edit settings, people, accounts and tools. Business Admins can control all aspects of Business Manager, including adding or removing people form the employee list and modifying or deleting the business.
Additionally, you can use advanced options to assign finance roles.
Finance analyst: View business financial details like transactions, invoices, account spend and payment methods.
Finance editor: Edit business credit card information and financial details like transactions, invoices, account spend and payment methods.
Note: Employees can see all of the information in the business settings and be assigned roles by business admins, but can’t make any changes except when assigned as Finance Editor.
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.
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:
What are some of the benefits of using “Reach and Frequency” buying option on Facebook?
Select all that apply.
R.F.S.P
Reach and frequency buying can give you more predictability and control over the following:
Reach and CPM
Frequency
Spend per day
Placement distribution (e.g., Instagram vs. Facebook)
Keep in mind that you need an audience of at least 200,000 people in order to use the reach and frequency option. Additionally, you can only use reach and frequency on saved audiences and in multiple placements, not just Facebook Feeds.
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?
Bidding strategies help you control the overall spent with budget constraints.
There are basically two bidding options: Lowest Cost, Cost Cap or Bid Cap
- Lowest Cost
The lowest cost with a cost control or cap strategy tells Facebook to get the lowest possible cost per result, while also spending your entire budget.
- Bid Cap
The Bid cap is one of Facebook’s bid strategy options, meaning it tells us how to bid in the ad auction. When you use bid cap, we’ll set a maximum bid across auctions (rather than allow Facebook to bid dynamically based on your cost or value goals)
- Cost Cap
The cost cap bidding strategy tells Facebook the maximum amount that your final costs should be. This option allow you to set a maximum cost ceiling to control your costs.
In this case you need to have a “Cost Cap” 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
You should start with lowest costs and then could potentially move to cost control once you’ve achieved at least 50-75 app installs per week and you have a better understanding of real costs for your client.
You should also move to lowest cost if you are not getting enough app install results with your first campaign.
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.
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.
Which of the following is not a direct response type of ad?
Keep in mind that direct response marketing campaigns are all efforts that require specific actions as the ultimate objective.
If you were to rank all ads from the least to the most direct response, it would rank as following:
Brand Awareness
Guaranteed Impressions
Reach and Frequency
Brand Awareness
Direct Response
Post Engagement Video Views Messages Website Clicks Website Conversions Mobile App Installs and Engagement In-Store with Offline Events Tracking
Facebook updated its campaign objectives on Oct. 2021. This lesson is based on the new objectives. Since the update is still rolling out globally, you might not have access to them yet.
Based on this new update, what are some of the new Facebook campaign objectives?
Dica: S.A.L.E.T.A
There are 6 campaign objectives in total. They are:
Awareness, Traffic, Engagement, Leads, App promotion, and Sales There used to be more objectives but in Oct. 2021, Facebook consolidated them into these 6 with the goals of having them more focused towards your overall business objective. Keep in mind that this is still being rolled out to all accounts.
Your client would like to launch a new product to existing customers.
They are launching the product through their online stores.
They would like for you to maximize online sales.
What campaign objective should you select for your campaigns?
In this case, since you are running a campaign to existing customers, you want to build a custom audience based on your database and run a sales campaign to that audience.
Sales campaigns encourage people interested in your business to buy or use your product or service. For example, an online store.
Previously you would have selected catalog sales or conversion as your objective but with the update, the objective that will apply is sales.
For sales campaigns, using a stronger call to action such as “Shop Now” because it is effective in increasing your chances of a sale as seen in the image below:
Facebook’s algorithm tends to be more rewarding to advertisers if they can achieve the selected campaign goal.
.
Facebook recently rolled out the new campaign objectives to your account. However, you still have a couple of campaigns running with the previous objectives.
What happens will happen to those campaigns? (Select all that apply)
Facebook is gradually introducing a new set of consolidated campaign objectives in Ads Manager, where you will have access to six campaign objectives.
If you already have the new campaign objectives, once you create a new campaign, you will choose from the six new objectives.
If you have released campaigns before the update and they are still active, the campaigns will remain active and there is no need to make changes to those existing campaigns. You will also be able to edit and duplicate your existing campaigns through 2021, but it is not a must.
This is how the objectives will be changing:
Here you can read more about this change, directly from Facebook.
- https://www.facebook.com/business/help/325793898950394
- https://www.facebook.com/business/help/1438417719786914
Quais duas práticas um estrategista deveria usar para ajudar o sucesso do criativo em dispositivos móveis? (Escolha duas respostas)
Adicionar a mensagem da marca nos primeiros segundos
Adicionar legendas aos ativos atuais
Qual teste do Facebook deveria ser usado para determinar o criativo mais apropriado? 3818802
Teste A/B para mostrar duas diferentes versões do anúncio
Um estrategista de criativo veicula uma campanha de DR para anunciar óculos escuros usando imagens estáticas. As imagens incluíam um ensaio fotográfico de várias estrelas de cinema populares, correndo em um campo e usando os óculos escuros. A campanha é veiculada no Instagram e no Facebook em cinco países. A campanha consegue apenas 200 impressões.
Quais duas ações o estrategista deveria usar para modificar a campanha a fim de promover os resultados? (Escolha duas respostas)
Incluir ativos de imagens estáticas e vídeo na mesma campanha
Ajustar o criativo para destacar imagens de perto do produto
Dos comportamentos do consumidor a seguir, quais são os três motivados pelo maior uso de dispositivos móveis? (Escolha três respostas) 3818802
As pessoas consomem conteúdo em várias telas ao mesmo tempo
As comunicações estão evoluindo para serem rápidas e com ênfase visual
As visualizações do vídeo em todas as plataformas estão crescendo
Quais plataformas podem ser usadas para veicular anúncios no Stories? 3818802
Facebook, Instagram e Messenger
What are the main benefits of campaign budgetoptimization? 3818802
Flexibility across ad sets and simplified setup
Which two reasons can cause an ad to reach only alimited audience?
Not enough interests
Bid cap too low
A large campaign for a brand will launch next month. Ateam is preparing the creative assets to run ads onInstagram. Guidelines must be shared with the creativeteam.
Which three guidelines are considered best practices forInstagram feed and stories?
Use native elements, such as sticker, poll and emojis
Include as much text on the visual as possible
Create short videos (less than 15 seconds) and horizontal
Create short videos (less than 15 seconds) and vertical
Use lettering motion to capture attention
Display the brand at the end of the video
Create short videos (less than 15 seconds) and vertical
Use lettering motion to capture attention
Display the brand at the end of the video
Which tool can be used to personalize the creatives byplacement in a campaign?
Asset customization
Dynamic creative
Dynamic ads
Automatic placements
Asset customization
A brand needs to set up a new channel for customer carein Messenger. Which step should the brand take first?
Create a clear business objective (What, Who and Why)
Learn what works and find new ways to communicate
Help people discover the business on Messenger
Build a Messenger Experience for Customers
Create a clear business objective (What, Who and Why)
A brand is using a 15-second video in their upcomingcampaign and aims to maximize the number of videosplayed to completion.
Which metric should be used to evaluate campaign success? Reach Thruplays Video plays Video average play time
Thruplays
A car brand launches a new model and needs people tosign up for a test drive. The brand asks their agency toprepare a Video Views campaign to showcase the car’sfeatures.
Which type of campaign should the agency recommend?
Brand Awareness
Reach
Lead Generation
Traffic
A resposta correta era “Lead Generation”.
Lead Generation. Collect leads for your business. Create ads that collectinfo from people interested in your product, such as sign-ups fornewsletters.
When should you use an Instant Storefront template for your collection ad?
When you have a catalog of four or more products.
4 different Instant Experience templates that Facebook suggests you can use with a collection ad
Instant Storefront
Instant Lookbook
Instant Customer Acquisition
Instant Storytelling
Use this template when:
You have a catalog of twelve or more products.
You want to display your products in a grid so people can browse them in one place.
You have one main video or image to highlight, followed by related products.
You want to drive people to your website or app to make a purchase.
You want to dynamically organize products from your catalog into relevant groupings like “Suggested for You” and “Most Viewed”.
Instant Storefront
Instant Storefront
Use this template when:
You have a catalog of twelve or more products.
You want to display your products in a grid so people can browse them in one place.
You have one main video or image to highlight, followed by related products.
You want to drive people to your website or app to make a purchase.
You want to dynamically organize products from your catalog into relevant groupings like “Suggested for You” and “Most Viewed”
Instant Lookbook
Use this template when:
You want people to see your products in action.
You want to create a digital version of an existing print catalog.
You want to tell a strong brand story while also encouraging product sales
Use this template when:
You want people to see your products in action.
You want to create a digital version of an existing print catalog.
You want to tell a strong brand story while also encouraging product sales.
Instant Lookbook
Instant Customer Acquisition
Use this template when:
You want to drive conversions on your mobile landing page.
You want people to take a specific action on your website or app.
You have high-quality images or videos that show off your offerings
Instant Storytelling
Use this template when:
You want to give people an engaging way to explore your business.
You have interesting images or videos that tell a story about your brand.
You want to encourage people to learn more on your website or app.
Deixe as pessoas explorarem seus produtos em ação apresentando-os em fotos.
Álbum instantâneo
Dê às pessoas uma maneira envolvente de explorar sua marca, seu produto ou seu serviço.
Narrativa instantânea
Aquisição de cliente instantânea
Gere conversões com uma página de destino móvel que incentiva a ação.
Vitrine instantânea
Mostre produtos em um layout de grade para que as pessoas possam pesquisar os seus produtos em um só local.
What placements is a collection ad currently available when launching a new campaign?
Facebook and Instagram Freed, Facebook in-stream videos & Instagram Stories
