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QUESTION NO: 1
Your client is interested in running a campaign for 1 month and then do a brand lift study.
But, before proceeding with the study, he/she would like to understand more about it.
Select all that apply.
Choose ALL answers that apply.
A. People within the control group that will view your ads become part of the exposed group.
B. People within the test group that will view your ads become part of the exposed group.
C. The difference between the test group and the control group are analyzed to see the results of a brand lift study.
D. The difference in response between the exposed group and the control group are analyzed for results of your brand lift study.
E. You can set up a brand lift study through your Business Manager.
Answer: B D
Explanation
You can ONLY set up a brand lift study through a Facebook Account Representative.
Once a study is created, the campaign's target audience is separated into a test group and a control group. The test group contains people eligible to see your ads, and the control group contains people who won't see your ads.
The people within the test group that actually see your ads become part of the exposed group.
The exposed group and control group are then polled, and the difference in responses between the 2 groups is analyzed.
QUESTION NO: 2
What are the different type of forms you can currently purchase ads on Facebook?
Choose only ONE best answer.
A. Power Editor, Ad Auction, and Marketing Partners.
B. Facebook Marketing Partners and Ad Auction.
C. Ad Auction, Insertion Orders, and Facebook Marketing Partners.
D. Facebook Marketing Partners and Insertion Orders.
E. Facebook Auction and Facebook Marketing Partners.
Answer: C
Explanation
There are basically three options for buying ads on Facebook:
* Facebook Marketing Partners: Formerly called PMD's are Facebook partners that help you launch campaigns outside of the Facebook interface.
* Insertion Orders (IO): This option is done directly through a Facebook Sales Representative. Usually, you will go through an IO for reach and frequency.
* Ad Auction: The most common way to purchase ads on Facebook. When you launch ads through the Ads Manager, you are utilizing the ad auction option.
Ads Manager are tools you utilize through the Ad Auction.
QUESTION NO: 3
What are some of the benefits of using "Reach and Frequency" buying option on Facebook?
Select all that apply.
Choose ALL answers that apply.
A. Predictability and control over frequency.
B. Predictability and control over reach and CPM.
C. Include Instagram as placement.
D. Define how much you want to spend each day.
E. Launch marketing campaigns to customer databases.
Answer: A B C D
Explanation
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.
QUESTION NO: 4
What tools can you use to determine if Facebook Pixel is detecting your event conversions?
(Select all that apply)
Choose ALL answers that apply.
A. Facebook pixel helper
B. Facebook Custom Audiences
C. Business Manager' Pixel Data Source
D. Facebook Analytics Tools
Answer: A C D
QUESTION NO: 5
Your client is a well recognized large brand, which has been in the market for +30 years, with a solid customer base.
The marketing brand manager wants to run Facebook ads for their new spring campaign. He/she insists on running interaction posts as the primary objective for all of the campaigns.
You explain that as a brand, they will benefit more running reach and frequency campaigns instead of promoted posts.
Select all of the reasons you give the brand manager to use reach and frequency as the primary bidding option.
Choose ALL answers that apply.
A. Branding campaigns usually have better performance by using the reach and frequency option as you can optimize for reach, frequency, and overall budget.
B. Branding campaigns usually perform better when optimized through CPM than CPA.
C. Reach and frequency will ensure the lowest cost per reach and cost per person impacted.
D. For brand marketing, changing attitudes and behaviors at scale will generate better results than specific actions on posts.
Answer: A B C D
Explanation
Research has shown the results in terms of Ad Recall, and Brand Awareness are fairly similar in a reach versus action optimized campaigns.
However, when it comes to costs, the results are quite different. Just look at the table below:
Both campaigns had a $500,000 budget. The expected lift was quite similar, but costs changed dramatically.
Reach campaigns allow brand managers to maximize more cost efficiently their marketing campaigns
.
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Updated: May 28, 2022