Prep questions Flashcards
What do businesses and people use Facebook for?
Businesses and people use Facebook to make meaningful connections and share.
What do people use Instagram for? (2)
Be inspired
Discover things they care about
What is Messenger good for?
Messenger lets you instantly connect with people on your Facebook Page and make conversations happen in real time.
What is the advantage of Page Inbox?
The Page Inbox is a free tool and offers a single convenient location to manage the messages and comments a business receives on Facebook, Messenger and Instagram.
What is Facebook Audience Network?
Facebook Audience Network is a collection of apps and websites beyond Facebook where people spend their time.
What is the key advantage of the Facebook family of apps and services?
More opportunities to reach and engage with your most relevant audiences
What are the benefits of Page Inbox?
- Ability to view and reply to messages from a mobile device and on your computer.
- Save time by using a single surface to manage communication without having to switch apps.
- Use a wide variety of tools in Inbox to manage and organise your messages.
- See Facebook and Instagram comments, visitor Page posts and Page recommendations.
What is Messenger?
Messenger is a messaging service that has its own app, and also powers the Messenger channel within the Facebook Page Inbox.
What can you do with Messenger for business?
- You can use Messenger to have direct conversations with people.
- You can also run ads that will appear within Messenger.
What are the types of Messenger ads? (3)
- Messenger Inbox Ads
- Click-to-Messenger ads
- Sponsored Messages
When do you use Messenger Inbox ads?
When you want to extend the reach of your ad campaigns.
When do you use click-to-Messenger ads?
Want to reach people at scale, then continue to interact with each of them individually in Messenger
When do you use Sponsored Messages?
Scaled communication between your Page and people who’ve messaged your Page in the past
When you want to re-engage people you have interacted with
What can Messenger Ads help you with? (2)
Reach more people
Personalise customer interactions
What do you need to have to represent your business? (2)
Personal Profile
Create a Page
What can you use a Facebook Profile for?
A profile is where you can share information and updates about yourself, and connect with friends and acquaintances through their profiles.
What does a Facebook Page allow you to do? (2)
Create a presence on Facebook
Connect with the Facebook community
What are the differences between Public and Business Profiles on Instagram?
- get additional tools, like insights about followers and posts
- promote posts to reach people outside of followers and tailor your promotion to drive various business objectives
- you can list information like the business address or contact info
What is the difference between a Facebook profile and a Page?
A profile is for an individual, a Page is for a business. It acts as the public presence for your business on Facebook. It’s where you can list your products, services, events and more.
Which of these are types of Messenger ads?
Messenger Inbox
Connected Messages
Click-to-Messenger ads
Sponsored Messages
Messenger Inbox
Click-to-Messenger ads
Sponsored Messages
Imagine you are speaking with a colleague who is evaluating digital marketing advertising channels. What value can Facebook bring to their strategy?
Unique ways to build interactive experiences Fixed scheduling Schedule flexibility Versatility of platform Depth of the targeting capabilities
Unique ways to build interactive experiences
Versatility of platform
Depth of the targeting capabilities
Based on the stated goal, choose the best objective.
Encourage people to purchase from your physical store
Show your ad to the maximum number of people within your audience
Reach your followers who are interested in attending your event
Store Traffic
Reach
Engagement
Jim has a brand new website for his clothing store. He wants to know more information about when site visitors buy items. Which event should he set up?
Add payment information
Add to cart
Purchase
Initiate checkout
Purchase
What are ways for businesses to share and connect with customers and prospects on Instagram?
Feed
Audience Network
Stories
Direct
Feed
Stories
Direct
Which of these does NOT tell you how people are interacting with your website?
Custom conversion
Standard event
Facebook events
Custom events
Facebook events
If you wanted to see how many people looked at the products page on your website, which criteria would you select?
People who visited specific web pages
Visitors by time spent
All website visitor
None of these
People who visited specific web pages
Name the term for each definition.
The group that could potentially be exposed to the treatment
The group that won’t be exposed to the treatment
The variable that the test group is exposed to
The true impact of an ad, also known as “lift”
Test Group
Control Group
Treatment
Results
In order to advertise on Audience Network you need to have separate creative.
True
False
False
Name the term for each definition.
This type of experiment lets you test different versions of your ads so you can see what works best and improve future campaigns.
The random, non-overlapping audiences in an experiment.
This is what happens when Facebook duplicates your ads and changes the variable you choose.
Shows which ad produced the lowest cost per result.
A/B Tests
Test Groups
Ad versions
Results
What is the main purpose of conducting a Randomised Control Trial (RCT)?
To ensure that the ad frequency per user is not too high or too low
To understand whether ads are being delivered to the right audience
To understand which placement is right for an ad
To measure the true impact of your ads
To measure the true impact of your ads
Which of the following is true when conducting a randomized control trial (RCT)?
The test and control groups are exposed to different Facebook ads.
An RCT is designed to optimize conversion.
The test and control groups are similar on all dimensions except ad exposure.
RCTs are only conducted by Facebook representatives.
The test and control groups are similar on all dimensions except ad exposure.
Which of the following is true when conducting an A/B test?
Facebook duplicates your ads and changes several variables.
There is no control group.
The test group receives a treatment and the control group does not.
There are two control groups.
There is no control group.
Name the correct terminology.
This technique helps minimize potential bias in test results.
This helps you understand how a single marketing campaign or strategy is driving incremental sales and conversions.
This provides brand metrics to understand how well your ad campaign resonated with people.
This allows two or more variables/strategies to be tested while also providing the incremental lift for each of them.
ITT
Conversion Lift
Brand Lift
Multi-cell
Split testing is a reliable and accurate solution that allows you to understand incremental impact.
True
False
False
What is the main difference between RCT and A/B tests?
RCTs have a control group; A/B tests do not.
RCTs are performed by a Facebook representative while A/B tests are not.
Results from RCTs provide the causal effect; A/B test results do not provide the true causal effect.
RCTs measure conversion lift while A/B tests measure brand lift.
RCTs have a control group; A/B tests do not.
Results from RCTs provide the causal effect; A/B test results do not provide the true causal effect.
What is the minimum confidence level required to be considered reliable?
75%
Which of the following is the interface that allows you to create advertising tests and analyse their results? Test and learn Commerce manager Pages manager Business manager
Test and learn
Map the business goal of Awareness to its corresponding ad objectives.
Traffic
Brand awareness
Video views
Reach
Brand awareness
Reach
Read the following excerpt of a marketing strategy, then answer the question.
“A government agency recently reported that 18-34-year-olds are more likely to live in urban areas. We learned from a research firm that they tend to have smaller yard lots. So, the type of plants, equipment and tools they purchase will need to work well in tighter spaces. In addition, outdoor living enthusiasts prefer lawn and garden products that are efficient and easy to use — products that allow them to enjoy the outdoors without adding too much extra work to their schedules.”
What types of marketing insights are covered within the excerpt? Select two.
Advertising insights
People insights
Industry insights
Prior campaign insights
People insights
Industry insights
Map the business goal of Consideration to its corresponding ad objectives.
Traffic Lead generation Video views Reach Messages
Traffic
Lead generation
Video views
Messages
Map the business goal of Conversion to its corresponding ad objectives.
Lead generation
Catalog sales
Video views
Store traffic
Catalog sales
Map the business goal of Consideration to its corresponding ad objectives.
Conversion Engagement Catalog sales Traffic Reach
Engagement
Traffic
Map the business goal of Consideration its corresponding ad objectives.
App installs
Reach
Catalog sales
Traffic
App installs
Traffic
A media analyst for a garden centre observes a healthy uptick in online purchases from 18-34-year-olds during a recent client’s campaign. The insights show that 20% of the U.S. population, ages 18-34, report gardening as a leisure pursuit.
What type of research might support this data? Select 2.
This group is more likely to live in urban areas that have smaller yard lots.
Outdoor living enthusiasts prefer lawn and garden products that are efficient and easy to use.
18-34-year-old customers primarily use the client’s mobile app to browse the inventory.
#urbangarden and #urbangardening each have over 1M posts on Instagram.
18-34-year-old customers primarily use the client's mobile app to browse the inventory. #urbangarden and #urbangardening each have over 1M posts on Instagram.
Which of the following points to a causal insight and which points to a correlative insight?
We ran two ads, and the ad featuring the celebrity wrestler was the clear winner.
Our incremental measurement data is showing our customers converting within a week, after they have seen our Instagram feed and logged in for a free webinar.
Correlative
Causal
Which of the following points to a causal insight and which points to a correlative insight?
We consistently sell out of umbrellas in April.
We are looking to sell more umbrellas in March, and we are running a randomized control trial (RCT) to test the strength of our digital marketing program
Correlative
Causal
Match the insights with the stakeholder consideration categories.
A former talent just signed a deal with a competitor.
Global protest marches are scheduled for central business districts on Black Friday.
Overall, people began shopping earlier for the holidays in 2019.
Creative
Schedule
Schedule
Match the insights with the stakeholder consideration categories.
Sales went up 15% in the last quarter.
Our TV spot is too long for the Facebook News Feed.
Overall, people began shopping earlier for the holidays in 2019.
Budget
Creative
Schedule
Which two factors does the Facebook ads delivery system try to balance? Choose 2.
Advertiser controls
The learning phase
A positive, relevant experience for people who see ads
Value for advertisers
A positive, relevant experience for people who see ads
Value for advertisers
Map the business goal of Consideration to its corresponding ad objectives
App installs Reach Traffic Engagement Video views Ad recall Messages Lead generation
App installs Traffic Engagement Video views Messages Lead generation
What are the three main components of the delivery system? Choose 3.
Auction
Learning phase
Pacing controls
Advertiser controls
Auction
Pacing controls
Advertiser controls
Audience Networks ads are shown using the same targeting, auction, delivery and measurement systems as FB ads. Which of the below are true for Audience Network ads?
To see an ad, people need to be logged into FB.
Advertisers have no control over where their ads will be shown.
Advertisers can see where the ads run via a delivery report afterwards.
Ad objectives need to be compatible with Audience Network.
A new set of adverts needs to be created and uploaded.
To see an ad, people need to be logged into FB.
Advertisers can see where the ads run via a delivery report afterwards.
Ad objectives need to be compatible with Audience Network.
Which of the following best describes the learning phase?
The period during which the delivery system learns enough about your ad set to stabilise performance.
The short period that occurs after your ad set has received approximately 50 results.
A phase that happens after minor edits are made to your ad set.
The period when a higher share of budget is spent on less stable performance, which results in a higher cost per results.
The period during which the delivery system learns enough about your ad set to stabilise performance.
Place the following steps of an ad’s journey in the correct order.
An ad auction winner is chosen based on its highest total value.
A person scrolls through their News Feed.
The person sees the ad that Facebook considers most valuable and relevant.
Facebook determines advertisers’ bids in an auction.
A person scrolls through their News Feed.
Facebook determines advertisers’ bids in an auction.
An ad auction winner is chosen based on its highest total value.
The person sees the ad that Facebook considers most valuable and relevant.
Which of the following is the correct equation for Total Value?
[Advertiser Bid] x [Estimated Action Rates] x [User Value] = Total Value
[Advertiser Bid] x [User Value] + [Estimated Action Rates] = Total Value
[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value
[Advertiser Bid] x [Estimated Action Rates] / [User Value] = Total Value
[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value
Why is an ad’s relevance important to an ad’s performance?
The more relevant your ad is to your audience, the more competitive it’s likely to be in ad auctions.
High total value scores are directly attributed to high relevance scores.
Ad relevance is not important to an ad’s performance.
Signals for user value come directly from ad relevance.
The more relevant your ad is to your audience, the more competitive it’s likely to be in ad auctions.
Which of the following may cause lower user value scores? Choose 3.
Ads that link to fast landing pages with minimal barriers to page engagement
Poor content experiences on landing pages
Ads that link to web pages with poor user experience
Ads that link to websites with slow load times
Poor content experiences on landing pages
Ads that link to web pages with poor user experience
Ads that link to websites with slow load times
Which of the following is true about Campaign Budget Optimization (CBO)?
CBO is how we ensure that we spend your budget evenly over the schedule of your ad set. It’s also a mechanism for helping us meet the cost goals of your bid strategy.
CBO is a setting that limits how often ads can be shown to a person.
CBO makes the most efficient use of your budget spending to get you the overall best results and ensure that the cost of those results aligns with your bid strategy.
CBO is the period when the delivery system still has a lot to learn about an ad set.
CBO makes the most efficient use of your budget spending to get you the overall best results and ensure that the cost of those results aligns with your bid strategy.
If you wanted to spend your budget evenly over the duration of the campaign, which delivery method would you use?
Standard
Boosted
Even
Accelerated
Standard
Map the business goal of Conversion to its corresponding ad objectives.
App installs Lead generation Conversion Catalogue Store traffic
Conversion
Catalogue sales
Store traffic
Which of these ad formats are not available on Audience Network?
Banner ads In-stream videos Interstitials MPUs Native ads Stories Rewarded videos
MPUs
Stories
Match the appropriate pacing behaviours below.
Spending is too fast = Bid is…
Spending too slowly = Bid is…
Spending is just right = Bid is…
reduced.
increased.
maintained.
When should you use Delivery Insights?
When you want to see how adjustments to ad settings may influence your ad’s performance.
When you want a comprehensive look into your ad set’s performance.
When you want to predict potential results in the auction.
When you want to see how adjustments to budget may influence your ad’s performance.
When you want a comprehensive look into your ad set’s performance.
Which of the following tools allows you to view the estimated daily results based on changes you make to budget, audience, bid amount and placements?
Reach and Frequency Manager
Estimated Daily Results
Delivery Insights
Business Manager
Estimated Daily Results
A company has developed a new e-cigarette device. The company is happy that many online discussion boards have been created for like-minded consumers to discuss e-cigarette interests and would like to promote the new product and generate sales online.
Which type of tactic can the company execute through Facebook ads?
Promote awareness of the product and generate direct sales from Facebook ads using any type of creative.
Use product imagery for awareness, but can’t sell products through Facebook ads.
Connect consumers to blogs or groups for vaping-related interests that don’t lead to sale of product.
Sell products directly through Facebook ads using only product images.
Connect consumers to blogs or groups for vaping-related interests that don’t lead to sale of product.
What’s the order for mapping business goals to ad objectives?
Identify the active or passive action you want people to take, e.g. click on CTA, watch video, open Instant Experience ad etc.
Identify primary goal of your campaign (Awareness, Consideration, Conversion).
Choose ad objective that aligns with the action you want people to take.
Identify primary goal of your campaign (Awareness, Consideration, Conversion)
Identify the active or passive action you want people to take, e.g. click on CTA, watch video, open Instant Experience ad etc.
Choose ad objective that aligns with the action you want people to take
A retail advertiser has both physical store locations and an online ecommerce website. It implemented the Facebook pixel on its website, as well as standard events. The advertiser is launching a series of Facebook campaigns soon and wants to understand the consumer journey and conversions that have happened across channels. It also wants to report on which campaigns and what type of audiences are generating sales.
What additional data source should the advertiser use to determine campaign performance?
Facebook pixel
Facebook SDK
Offline Conversions
Online Event Sets
Offline Conversions
An e-commerce retailer needs to reach customers with an offer available to existing customers only. The e-commerce retailer has the Facebook pixel installed across its site and is building audiences throughout the purchase journey. Which audience is the most appropriate?
Page followers
Lookalike Audience
Custom Audience
Interest-based audience
Custom Audience
Estimated Daily Results are available for the which of the following optimisation goals?
Engagement Reach App Installs Conversions Traffic All of the above
Engagement
App Installs
Conversions
Traffic
What are benefits of the FB pixel?
Measure results of your advertising
Reach the right people
Drive more sales
Measure brand awareness natively
Measure results of your advertising
Reach the right people
Drive more sales
A new online-only skincare company launched a series of Facebook campaigns to increase awareness of its newest line of products. It saw positive results from the awareness campaigns and now wants to encourage people to request free samples of its products. The third phase of the company’s marketing strategy is to create ads using the Catalog Sales objective and retarget people who have requested free samples.
What should the advertiser do prior to creating its retargeting campaign?
Upload events sets using the Offline Conversions API.
Place the ‘purchase’ standard event across all website pages.
Remove products from the existing feed so only new products are featured.
Implement the Facebook pixel and standard events across the website.
Implement the Facebook pixel and standard events across the website.
An apparel company wants to launch a Facebook campaign using the Conversions objective. It will need to report on both purchase values and product type. What should the advertiser do?
Implement the purchase standard event and add parameters for value and product type.
Implement the purchase standard event, and create two custom conversions for value and product type.
Create two custom conversions: one each for purchase value and product type.
Create three custom conversions: one each for purchase, value, and product type.
Implement the purchase standard event and add parameters for value and product type.
An advertiser launched a campaign to increase traffic to its site with a secondary KPI of time on site, and notices a high bounce rate from people who came to the site from Facebook. The campaign is set up with a Traffic objective and optimise for impressions. How should the next campaign be set up to increase site visits?
A campaign using the Traffic objective, optimised for landing page views
A campaign using the Engagement objective, optimised for impressions
A campaign using the Traffic objective, optimised for link clicks
A campaign using the Reach objective, optimised for reach
A campaign using the Traffic objective, optimised for landing page views
How should the media planner advise the brand to evaluate performance using Campaign Budget Optimization?
Set specific spend limits by ad set using lowest cost with a bid cap.
Using campaign budget optimization, delivery is optimized to drive efficient performance and CPAs at the campaign level to be evaluated holistically with an expected variance in ad set level performance.
Use campaign budget optimization with bid caps across ad sets to inform delivery as needed.
Set specific spend limits by ad set using target cost bidding strategies for some control.
Using campaign budget optimization, delivery is optimized to drive efficient performance and CPAs at the campaign level to be evaluated holistically with an expected variance in ad set level performance.
A UK retailer has a new watch for young women interested in sports and outdoor activities. This new watch can be linked to an app on the smartphone to record the owner’s fitness metrics. The retailer is using Audience Insights to help design a campaign on Facebook for this new product. Which of the following categories in Audience Insights would help the retailer understand its audience better?
Location
Device preferences
Education
Purchase behavior
Device preferences
A media planner needs to maximise predictable reach at a controlled frequency for an upcoming campaign. They need to optimise for ad recall. Which buying option and objective should the media planner select to meet the requirements?
Reach and frequency with the Brand Awareness objective
Auction with the Brand Awareness objective
Reach and frequency with the Reach objective
Auction with the Video Views objective
Reach and frequency with the Brand Awareness objective
A CPG food client is not achieving optimal frequency for its cereal product, and its purchase cycle is 10 weeks. It wants a more even frequency distribution, and to increase the likelihood that it will influence someone at the right moment during its purchase cycle. Which buying method and strategy should the media planner recommend?
Auction with a 12-week campaign
Reach and frequency with a 12-week campaign
Reach and frequency with an 8-week campaign
Auction with an 8-week campaign
Reach and frequency with a 12-week campaign
An advertiser has seen great success using Facebook and Instagram feed over the past six months, but is now noticing that the CPM increased and delivery declined. It uses a Custom Audience based on CRM data, as well as both videos and images. What solution should the media planner recommend?
Automatic placements and Lookalike Audiences
Instagram and Facebook feed placements and interest-based audiences
Automatic placements and a narrower Custom Audience
In-stream video placement and Core Audiences
Automatic placements and Lookalike Audiences
A brand manager needs its agency to recommend a Facebook strategy to generate awareness for a CPG product. The media plan must provide a list of all possible ad placements, platforms, websites and apps that an ad may be served on before any campaign is launched. The brand manager doesn’t want to limit reach but prefers transparency over cost efficiencies. What placement selection should be used for this campaign?
Facebook and Instagram feed to ensure proper brand safety
Automatic placements and provide client with publisher list for pre-approval
Facebook feed only to ensure proper brand safety
Instagram and Facebook feed, Instagram Stories and Instant Articles
Automatic placements and provide client with publisher list for pre-approval
What are Facebook’s solutions for Randomised Control Trials called? Brand Lift Consideration Lift Conversion Lift Split testing
Brand Lift
Conversion Lift
