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QUESTION NO: 1
Optimization goal: clickseCPM = (Advertiser bid per click) x (estimated click-through rate) x 1,000
QUESTION NO: 2
Optimization goal: actions (besides clicks)eCPM = (advertiser bid per action) x (estimated click- through rate) x (estimated conversion rate)* x 1,000
2. Why is people-based MTA attribution more effective than cookie-based last click attribution?
Choose ALL answers that apply.
A. It enables you how well your ads works with real people
B. It provides global cross-environment coverage.
C. It provides a holistic marketing and measurement at scale
D. It allows me to measure only Instagram attribution
Answer: A B C
* Real PeoplePeople-based measurement enables you to see how well your ads work with real people rather than proxies, such as cookies and device IDs. This understanding allows marketers to measure accurately across devices, publishers, browsers and in stores.
* PersistenceAdvertisers are able to leverage insights from Facebook's 1.45 billion daily, re- authenticated users, so they know they're reaching and measuring over time.1
* ScaleOur solutions provide broad, global cross-environment coverage. We're the only technology built on the insights derived from Facebook's vast community of 2.2 billion monthly active users.2
* DepthMarketers gain access to high-fidelity age, gender and geographic data to perform holistic marketing and measurement at scale.
3. 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. Facebook Auction.
C. Advertiser changes in audience, budget, placement, schedule, and optimization goals.
D. Pacing system you set up.
Answer: B C D
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.
QUESTION NO: 3
Your client needs to get rid of inventory and wants to run a flash sale of several products.
What are some recommendations you would suggest when setting up the bidding for the offers?
Select all that apply.
Choose ALL answers that apply.
A. You should run an accelerated delivery.
B. You should run a standard delivery.
C. You should set up a minimum bidding price.
D. You should set up a maximum bidding price.
Answer: A D
Explanation
Accelerated delivery is a great choice for time-sensitive campaigns.In this case: offers have specific deadlines and need to run through your budget, but not overspend.
You will always need to set up a budget, and maximum bidding costs, as required by the configuration for accelerated delivery.
Keep in mind that accelerated delivery will spend your budget as quickly as possible.
QUESTION NO: 4
You have been running a campaign for a week with the following results:
You would like to optimize your campaign for maximizing ROAS.
Which campaign has the highest and which has the lowest ROAS?
(Select two that apply)
Choose ALL answers that apply.
A. Campaign #1 has the highest ROAS of 63.20
B. Campaign #2 has the lowest ROAS of 1.87
C. Campaign #3 has the lowest ROAS of 1.87
D. Campaign #2 has the lowest ROAS of 1.72
E. Campaign #3 has the lowest ROAS of 9.95
F. Campaign #3 has the highest ROAS of 63.20
Answer: A D
QUESTION NO: 5
Your client is interested in running a campaign with a video, but they are still not 100% sold on running Facebook ads.
Given their skepticism, they would like you to run multiple campaigns, with the same video content but the following campaign objectives:
* Optimization goal for impressions
* Optimization goal for video views
So you need to run an optimization goal for impressions and another one for video views. You will then be able to compare both campaigns through the eCPM metric.
How does the eCPM calculation differ within both campaigns?
Select all that apply.
Choose ALL answers that apply.
A. The eCPM for the impression campaigns will only take into account the advertiser bid per impression.
B. The expected CPM can't be compared between the impressions and video views campaigns.
C. The eCPM for the video view campaign will include an additional component of the estimated click-through rate.
D. The eCPM for the video view campaign will include an estimated conversion rate calculated by
Facebook.
Answer: A C D
Explanation
Facebook converts all campaigns into an to enable comparison between ads with different optimization goals.
There are 3 different formulas for calculating the eCPM:
1. Optimization goal: impressions
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Updated: May 28, 2022