400-101: Meta (Facebook) Certified Media Planning Professional Answers
This exam measures your competency in designing an end-to-end Facebook marketing strategy that aligns to business goals and complements a holistic marketing plan.
Note : Choose The Correct Answer Highlighted in “Bold”
Prepare your exam with Given Questions and Answers with Explanations:
An ecommerce brand is focused on getting the most efficient results and maximizing their ROAS. They are concerned because they have heard that cookies will disappear in the future. They think this risk of signal loss can mean a performance degradation.
What should the company implement to continue optimizing their campaigns?
- Facebook Attribution
- Manual Advanced Matching
- Automatic Advanced Matching
- Conversion API
Conversions API is a Facebook Business Tool that lets the brand share key web and offline events, or customer actions, directly from their server to Facebook’s. Conversions API works with the brand’s Facebook pixel to help improve or retain the performance and measurement of Facebook ad campaigns.
A client’s goal is to show the campaign audience its products on a storytelling line, and wants ad #2 to be delivered after ad #1 is served. The media planner wants to set the order in which Facebook delivers ads to the audience.
Which buying and delivery type should be recommended?
- Auction with sequenced delivery
- Auction with scheduled delivery
- Reach and frequency with sequenced delivery
- Reach and frequency with scheduled delivery
Reach and frequency buying has a sequencing tool that allows you to arrange up to 50 ads in a certain order to be shown to an audience. People in your target audience will have the opportunity to see ads in the order you set. Sequencing is not available in the auction, making reach and frequency the correct buy choice. You’d sequence your ads when you want to tell a story or present information to people in a specific order, making sequenced delivery the correct answer.
A television client wants to generate 4 million views per day on the trailer for an upcoming season of a hit show. They do not want to pay more than $0.02 per video view.
What is the appropriate budget for a 3-day campaign?
CPV = cost/views
$0.02 = x / 12M (4M x 3 days)
$0.02 * 12M = $240,000
An online hotel booking site wants to identify which delivery optimization will yield better business results. The company decides to run A/B testing.
- Campaign duration: Four weeks
- Budget: $400,000 total ($200,000 per cell)
- Campaign objective: Catalog Sales
- Audience: Broad audience
- Optimization event:
- Campaign A: Purchase
- Campaign B: View content
What outcome can be expected?
- Lower CPM and higher CPA will be expected on Campaign A, compared to Campaign B
- Higher CPM and lower CPA will be expected on Campaign A, compared to Campaign B
- Higher CPM and higher CPA will be expected on Campaign A, compared to Campaign B
- Lower CPM and lower CPA will be expected on Campaign A, compared to Campaign B
When optimizing for purchase, CPM will be higher because the campaign will be optimizing towards a less frequent, higher intent event. CPA will be lower because the campaign will be delivering to users more likely to take the desired action. In Campaign B, it will be the opposite – CPM will be lower and CPA will be higher because it will be optimizing for a more frequent, lower intent event and will deliver to users that are not as likely to take the desired action.
A brand succeeds with its conversion campaigns and wants to add $20,000 to its current campaign. This goal of the campaign and reason for additional budget is so that the brand can maximize results. The brand has a bid cap set to $5 per result and is charged by impressions (CPM).
Which solution should a media planner recommend to achieve the client’s goal?
- Increase the bid cap
- Change to cost cap
- Change from CPM to CPC
- Change objective to Traffic
Because cost cap aims to minimize cost by delivering the cheapest results first and dynamically bid as high as needed to maximize results without exceeding the cap. Because of this, the brand changing their bid strategy to cost cap is the correct answer.
Increasing bid cap is incorrect since the brand is looking to maximize results. Bid cap just sets the maximum bid across auctions, rather than allow Facebook to bid dynamically based on your cost or value goals, sacrificing efficiency.
A retail brand wants to lead new customers to get to know its products by connecting personally to them. The brand wants to start conversations with the new customers to generate those leads. The campaign budget is limited, so the brand needs to maximize the number of conversations at the lowest cost.
Which objective should be used for the brand?
- Catalog Sales objective with dynamic ads
- Messages objective with click-to-messenger ads
- Messages objective with sponsored messages ads
- Store Traffic objective with dynamic ads
It’s important to align your goals with the campaign objective. Since the goal of the company is to connect with customers and increase conversations, the Messages objective delivers ads to people most likely to converse with your business in Messenger. The click-to-messenger ads send people that click on your ads directly into conversations with your business in Messenger.
Sponsored messages let you send offers, promotions and updates directly to people that have already connected with your business in Messenger. This is not the right kind of ad since the goal of the campaign is to start new messages with potential customers.
An established retail company is planning to run a two-week campaign to promote its new make-up line.
- Estimated audience size: 4,500,000
- Estimated weekly reach: 30%
- Placements: automatic placements
- Estimated Weekly Average Frequency: 2.4
- Estimated CPM: $5
What is the estimated budget for the campaign?
The audience size is 4,500,000 reaching 30% of the target audience is 1,350,000 2.4 times a week for 2 weeks is 6,460,000 impressions. Formula to calculate media spend in this scenario is: Impressions/1000*CPM = Estimated budget.
A retail brand wants to create awareness of a new organic line it’s introducing into its store. The brand values predictability in reach and pricing, as well as frequency control of its message. The brand has a limited budget, so it will buy ads based on how frequently it wants to reach the target audience within a selected time period. The brand agrees to pay a set price for the advertising inventory.
Which delivery cost should be used?
A sports apparel brand is hosting an in-store event for the launch of a new shoe. Because it’s a summer limited edition, the brand has an aggressive sales target to achieve within three months. The digital budget is limited. The brand wants to maintain a 9:1 return on investment that is seen with shoe sales and increase awareness of this new product.
What should be the brand’s primary business goal for this campaign?
- Increase cross-selling
- Awareness of the new product
- Increase sales of the new product
- Awareness of the in-store event
It’s important to know what you want to achieve in order to choose the right objective. In this scenario, the brand has an aggressive sales target they want to achieve in a short time. Increasing sales of the new product best aligns with the business goals.
An entertainment company has been successful promoting its movies on Instagram. The company needs to promote a new movie and is considering advertising across both Facebook and Instagram. It has a total budget of USD $500,000.
- Audience: People who like to watch comedies, parents
- Facebook: Potential reach is 15 million
- Instagram: Potential reach is 5 million
- Campaign duration: Three months
- Creative assets: 15-second video, 30-second video, 20 static images
How should the media planner allocate the budget across Facebook and Instagram?
- Allocate the budget dynamically using automatic placements
- Put the entire budget into Instagram advertising based on previous campaign performance
- Put the entire budget into Facebook advertising to test a new placement
- Allocate 20% of the budget to Instagram and 80% to Facebook, given potential reach
A client produces a video to build awareness for an upcoming product launch. The client needs to maximize the number of views for this video and has determined that a Video Views objective campaign is most appropriate.
The client will use automatic placements to deliver CPV efficiencies.
What should be recommended to the client?
- Always use the vertical (9:16) aspect ratio for videos on all placements
- Use Automatic Placements and asset customization, and use different aspect ratios on different placements
- Use Edit Placements to use a different aspect ratio for each placement, creating an ad for each placement
- Always use the square (1:1) aspect ratio for Messenger Stories
We recommend Automatic Placements because it allows our delivery system to make the most of an advertiser’s budget. It delivers ads to all placements available on Facebook, Instagram, Audience Network and Messenger.
Asset customization for placements lets client’s tailor creative assets to placements on Facebook, Instagram, Audience Network and Messenger. Clients should use this feature to customize their ads for the audience behavior and best practices of each placement and to make sure their ads can run in as many places as possible.
In an upcoming campaign for their client, an agency wants to reach users in as many places as possible. The client is in a highly regulated industry and wants to avoid showing ads on certain websites within Audience Network.
Which solution should the agency recommend?
- Use automatic placements with a publisher block list
- Use placement opt-out to avoid Audience Network
- Exclude users who like those publishers from the campaign
- Use Facebook and Instagram only to stay on the primary apps
A client is running a Reach objective campaign, allocating its budget by platform and placement. After three months, the client requests some recommendations to optimize reach and CPMs.
Instagram Stories: $5,000
Instagram Feed: $10,000
Facebook News Feed: $2,000
Facebook in-stream video: $5,000
Instagram Stories: $0.50
Instagram feed: $0.80
Facebook News Feed: $1
Facebook in-stream video: $2
Reach by Month
Instagram Stories: 2MM
Instagram feed: 4MM
Facebook News Feed: 10MM
Facebook in-stream video: 2MM
Which should be the most cost-effective solution in terms of CPM and reach?
- Allocate 75% to feed and 25% to Stories
- Leverage automatic placements
- Scale additional budget in Instagram Stories
- Leverage Instagram feed and Instagram Stories
Automatic Placements will allow the delivery system to make the most of the client’s budget. It will allow for ads to be delivered on all available placements, prioritizing efficient delivery.
A cosmetics company wants to increase awareness of its new line of lipsticks. Given the low awareness among its entire cosmetics line, the advertiser wants to ensure predictable reach and frequency. The planner recommends the reach and frequency buying type, the Brand Awareness objective, and ad sequencing for delivery. It recommends a frequency cap of 1 impression every 7 days for a 4-week long campaign.
Which combination of available creative assets should the planner recommend for this campaign?
- Four images that showcase the new line of lipsticks
- One image and one 15-second video that showcase the entire cosmetics line
- One panoramic image showcasing the new line of lipsticks, used across a carousel of four images
- One panoramic image showcasing the entire cosmetics line, used across a carousel of four images
A European sports team created an awareness campaign around an upcoming game. The campaign was set up using the Brand Awareness objective and Automatic Placements with one 15-second video. These were the results of the campaign:
|Audience||Reach||CPM||Estimated Ad Recall Lift Rate||Engagement Rate|
|Men who are sports fans||350,000||$5.50||8%||1.2%|
|Women who are sports fans||230,000||$5.71||7%||4.5%|
|Custom Audience of email marketing list||15,000||$7.89||6%||6.2%|
|Lookalikes of website visits||80,000||$6.20||7%||5.4%|
The next campaign will need to generate cost-efficient awareness among new viewers.
Which audience should the planner recommend?
- Women who are sports fans
- Lookalikes of website visits
- Custom Audience of email marketing list
- Men who are sports fans
The audience with lowest CPM was men who are sports fans. Since the goal of the next campaign is cost-efficient awareness, the planner should recommend this audience. This group also had the highest ad recall lift rate, which is a sign the ad is resonating with the audience.
A telecommunications brand is launching its new streaming platform, which is free for customers. Its main goal is to acquire new customers, but it does not have a CRM database and does not have the pixel implemented.
What should the media planner recommend for the campaign targeting strategy?
- Broad core audiences based on location and demographic segmentation
- Lookalike Audience based on web visitors including customers
- Retargeting of the web visitors excluding customers
- Lookalike Audience of followers based on location and demographic segmentation
A brand asks its agency to create a Facebook/Instagram feed video plan for its upcoming campaign. The brand is currently creating four different product-focused, 15-second video assets for the next campaign.
The brand prefers at least 50% of the video to be visible on screen when it is served as an impression with no requirement for video view length.
Which optimization should be recommended for this campaign?
- 15-second video views
- 2-second continuous video views
- 20-second video views
- 30-second video views
Because the brand does not care about video video length, 2-second continuous video views is the correct choice to ensure that your video ads get the most video plays of 2 continuous seconds or more.
Most 2-second continuous video views will have at least 50% of the video pixels on screen. This optimization can be used with Auction or Reach and Frequency campaigns. It’s currently available for video ads at least 3 seconds in length.
An advertiser needs to understand which types of creatives will have the most effect on its audience of females ages 25 to 54 real time, and needs to make optimizations to its campaigns to maximize efficiency and success. The KPI is Reach and 2-second Video Views.
Which two Facebook features should the media planner recommend as part of this strategy? (Choose two.)
Select 2 Correct Responses
- Ability to create campaigns under the Brand Awareness Objective
- Real-time campaign insights via Ads Manager
- Ability to use Automatic Placements
- Access to Split A/B Testing
- Access to Custom Audiences
Split A/B Testing is recommended when an advertiser is trying to measure changes to advertising or quickly compare two strategies. Real-time campaign insights will allow the advertiser to view how the ad performs in Ads Manager. This data includes the number of people who see the ad, the number of people who click on the ad, and the amount you spend on the ad. These two features can help answer the question of which types of creatives will have the most effect on the advertiser’s audiences of females 25 to 54.
A fast-food restaurant franchise has historically used a traditional out-of-home billboard strategy to generate local awareness and foot traffic for its many restaurant locations. The desired customer is 18–35 years old. The effectiveness of these media buys have been difficult to measure, and they are unable to reach specific demographics. The company asks for a new promotional plan that is more aligned to current digital consumption habits.
What strategy should be used to meet the company’s goals?
- A campaign using the Store Traffic objective with dynamic local ads
- A campaign using the Reach objective to increase store traffic
- A campaign using the Traffic objective optimized for CPC
- A campaign using the Engagement objective to increase awareness
A client is preparing to launch its biggest campaign of the year to promote a new line of organic snack foods.
The primary campaign objectives are:
– Maximize the most predictable, cost-effective reach among women, ages 25–54, who are the primary purchasers of the product
– Increase top-of-mind awareness for the new product
– Secure more efficient CPMs than the previous year (because budgets are fixed, but expectations are much higher)
The client’s proposed strategy is:
– Reach and frequency with a Brand Awareness objective
– Targeting women, ages 25–54
– Reach 50–70% of target audience
– Frequency cap of two per seven days
– Feeds and Stories placements
The client wants to optimize its existing budget to provide greater, cost-effective reach.
What recommendation should the media planner make?
- Reduce the frequency cap to one per 14 days to maximize greater reach
- Target a smaller audience to increase the total percentage of audience reached
- Remove the Stories placement because the brand finds feed placements are typically cheaper
- Include automatic placements when creating ad sets within the campaign
Due to the proposed strategy only including feeds and stories placement, but the question is asking for greater cost-effective reach, the correct answer is to include automatic placements in the campaign.
Automatic placements enable us to get the best results available from across all default placements. Because we can choose results from the widest range possible, automatic placements are typically the most efficient use of your budget and helps control costs, and may also help you reach more people within your audience.
Refer to the exhibit.
|Week||Budget||Spend||Downloads||Cost Per Download|
An agency is given a goal to drive as many app installs as possible over a 6-week campaign. They must stay at a maximum cost of $1.00 per download. The agency originally forecasted 6000 downloads.
Based on the performance over the past 3 weeks, what action can the agency take to meet their primary goal?
- Increase the estimated cost per download
- Decrease the budget estimate
- Increase the budget estimate
- Decrease the estimated downloads
The cost per download is less than estimated; if they add more to the budget they can obtain the goal of reaching as many downloads and stay below the $1.00 cost per download cap.
A cosmetics brand launched a new mascara this summer and has been running a video campaign with the Conversion objective to meet its main KPI of driving online sales. The brand noticed that the CPA has increased in the last two weeks, and they are looking for a recommendation from their media planner. The current campaign set up is:
- Objective: Conversions
- Optimization: Conversions
- Budget: $250,000
- CPA Goal: $8
- Audience: Women, ages 18–34 in the US who are interested in cosmetics
What should the media planner suggest to reduce the CPA?
- Optimize for landing page views
- Switch to Video Views objective
- Decrease the age range to women, ages 18–25
- Include Lookalike Audiences from purchasers
Since their audience is limited to only those who fall under the defined interest category of “cosmetics”, the rise in CPA’s is likely due to increased audience saturation. Adding a lookalike from previous purchasers helps to increase the potential audience pool.
Given the goal of the campaign is to drive sales, the company should keep the conversions optimization as it most closely aligns with their business goal. Decreasing the audience size only limits the audience further, and in turn would result in even higher CPA’s.
An online retailer is unhappy with recent campaign performance. CPA is increasing and it is not driving the volume of transactions it hoped for. The current campaign is running on Facebook and Instagram feeds, targeting a combination of first-party audiences and Core Audiences, but it is not able to spend its entire budget.
The retailer needs to increase the number of transactions, while also keeping its CPA at or below its goal.
What type of campaign should it create?
- Traffic objective across all placements to use the website Custom Audiences
- Traffic objective across all placements and use interest audiences
- Conversion objective across all placements and use Lookalike Audiences
- Conversion objective across all placements and use Core Audiences
It’s important to choose a campaign objective that most closely aligns with the business goal, which in this case would be the conversion objective. To reduce costs, the company should use all placements and add a lookalike audience. Expanding your audience and placements provides the delivery system with more opportunities in which to find lower cost conversions.
An established advertiser is expanding to a new market in which its brand is currently unknown. The budget is $400,000. The brand wants to reach men, ages 34–65+. The campaign will run on both Facebook and Instagram. The advertiser wants to measure the impact of the campaign and see whether people are likely to buy the products.
Which two metrics should the advertiser partner with Nielsen to investigate? (Choose 2)
Select 2 Correct Responses
- Percent of unique reach within target audience
- Brand/product awareness
- Purchase intent
- Page post engagement
Purchase intent and brand/product awareness most closely align with the advertiser’s stated goal to measure the impact of the campaign by seeing whether people are likely to buy their products. Both of these metrics can be measured by running a Nielsen Brand Effect lift study, which polls users on Facebook who were exposed to the advertiser’s campaign. Brand Lift is Facebook’s measurement solution that allows advertisers to directly poll users to measure the effectiveness of a campaign. In order to garner inference on causal incrementality (i.e. the effectiveness of a Brand’s advertising campaign), the impact is measured via treatment-control (A/B) type comparison using a series of Facebook defined and advertiser defined questions.
A client asks its agency to launch a Facebook campaign that can encourage consumers to visit its online store and make a purchase. The Facebook pixel was recently installed on the client website, and the agency is planning the campaign details.
Which campaign objective and optimization should the agency recommend?
- Conversions objective and optimize for value
- Conversions objective and optimize for daily unique reach
- Traffic objective and optimize for landing page views
- Traffic objective and optimize for link clicks
A real estate company traditionally collects potential clients by dropping off flyers at homes within their local community. The information they collect goes into their CRM database. They want to grow their prospect list into their 3 neighboring counties using a Facebook campaign.
What is the most efficient strategy for the media planner to recommend in this situation?
- Lead Generation campaign targeting a specific radius
- Reach campaign targeting a specific radius
- Store Visits campaign targeting Lookalikes
- Traffic campaign targeting Lookalikes
A major sports brand plans to launch its latest products globally and will strongly invest in advertising in all markets to publicize this release. The campaign needs to have multiple phases to drive users down the funnel from awareness to conversion.
- The first phase features a mix of static images and videos that highlight the unique style of the new products
- The second phase will leverage multiple carousel ads
- The third phase will retarget users with the brand’s product catalog
Which metric should the brand use as the KPI for the first phase of the launch?
- Video views
- Engagement rate
- Cost per click
A company has historically invested in TV advertising. It isn’t happy with the current campaign performance and wants to invest more in digital channels. The company is concerned about being able to predict and control advertising frequency while maintaining efficiency. Additionally, the company is concerned about brand safety and requires transparency and control over where ads are placed.
Which three Facebook advertising features should be used to meet this criteria? (Choose 3)
Select 3 Correct Responses
- Interest-based audiences on Facebook and Instagram
- ThruPlay optimization for all video creative
- The reach and frequency buying type
- Ability to manually select ad placements
- Category- and domain-blocking controls
Category and domain blocking controls will allow the company to block ad placements on websites which are categorized to have specific content. By being able to manually select ad placements, the company can determine what websites and content their brand is associated with. Reach and frequency buying will let the company book campaigns in advance with predictable, optimized reach and controlled frequency.
A local car dealership is having an annual New Year’s sale. The dealership has a $3000 budget to generate awareness of the sale for the following channels:
|Online Display||January 14 – 30||$900|
|January 2 – 13||$1100|
Which strategy should the media planner use to incorporate Facebook in the media plan?
- Reach campaign with location targeting
- Reach campaign promoting an event
- Store Traffic campaign with location targeting
- Engagement campaign promoting an event
A retail advertiser wants to increase online sales after a 30% decline in sales from its website in the past month. It currently has a mobile-optimized website with the Facebook pixel and standard events properly implemented.
The planner wants to use the Catalog Sales objective and the collection format to encourage people to browse the inventory based on items that are relevant to them. The planner knows the advertiser has budget to create assets or modify existing ones.
What creative assets should the planner request to create an optimal in-feed experience?
- A 15-second cover video and a catalog of all available inventory
- A 15-second cover video and at least four product images
- A horizontal cover image and a catalog of all available inventory
- A horizontal cover image and at least four product images
Old Questions and Answers
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
Ads must not promote the sale or use of tobacco products and related paraphernalia. Blogs or groups connecting people with tobacco-related interests, as long as the service does not lead to the sale of tobacco or tobacco-related products
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
Facebook offline conversions lets businesses leverage their offline events data—such as in-store purchases, over-the-phone bookings and qualified leads to help power their digital campaigns. Businesses can connect their CRM (customer relationship management) databases or POS (point of sale) systems to their Facebook account in order to track offline events that aren’t captured by the Facebook Pixel or SDK.
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
With Custom Audiences, you can reach customers you already know with ads on Facebook. Just upload a list of contact info like email addresses or phone numbers. You can also use info from your website or app. We’ll deliver your ad to those people if they’re on Facebook.
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
You need a Facebook Pixel implemented on your website, and use standard events to report which product IDs from your catalog are being viewed, added to cart and purchased in order to retarget. If you want to retarget people in a mobile app, you can set up app events. If you’re not sure how to set up a pixel or app events, consider reaching out to a website developer.
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
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 optimized for impressions.
How should the next campaign be set up to increase site visits?
- A campaign using the Traffic objective, optimized for landing page views
- A campaign using the Engagement objective, optimized for impressions
- A campaign using the Traffic objective, optimized for link clicks
- A campaign using the Reach objective, optimized for reach
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
If your goal is to get more traffic on a specific page (or specific pages) of your website: We recommend landing page view optimization over link click optimization, since the former can improve traffic quality. We especially recommend it if you’re trying to get people to land on a page (or pages) on their mobile devices.
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?
- Device preferences
- Purchase behavior
Facebook uses native data to show you the following audience features: age and gender, relationship status, education level, job role, top categories, Page likes, top cities, top countries, top languages, frequency of activities and device users. The retailer already knows where the audience resides, but they could gain greater insight in understanding the device preference when planning the campaign.
A media planner needs to maximize predictable reach at a controlled frequency for an upcoming campaign. They need to optimize 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
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
Since the purchase cycle is 10 days we need to make sure our campaigns support the purchase cycles – also by moving to a reach and frequency campaign the system will make sure we reach as many people in our target audience.
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
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 placement will utilize all platforms in our Facebook family of apps – Providing a list of websites that will be used in our audience network will provide transparency if they have websites they want to blacklist they can.
A media planner needs to determine the optimal strategy for an upcoming brand campaign for its financial services client. The client has the following:
- A 15-second video showcasing its new offering
- A goal to generate the most completed video views while maximizing its budget
- A restriction not to exceed its cost-per-completed view benchmark
Which optimization and bid strategy should the media planner select?
- ThruPlay with cost cap
- ThruPlay video views with bid cap
- ThruPlay video with target cost
- ThruPlay video views with target cost
A luxury jewelry brand is launching its first necklace collection and wants to use Instagram campaigns with the carousel ad format to increase conversions. The plan is to show a different necklace in each carousel card, linking to the website. It is important to the client that the CPA does not exceed $50. It is not certain how it should bid to achieve the desired result.
What bid strategy should the media planner recommend to the client?
- Lowest cost
- Target cost
- Bid cap
- Cost cap
The Cost cap bid strategy allows the advertiser to provide Facebook with the cost of the results they care about.
An online game retailer starts an ad campaign because sales have decreased in a specific region. The retailer has only one video to use in all of its media mix, and it wants to attract new customers and establish a stronger brand in the region.
Which campaign objective should the retailer use?
- Video Views
- Brand Awareness
The Brand awareness objective is used to help advertisers confidently predict the success of their brand campaign. This objective optimizes for Estimated Ad Recall, a predictable, real-time measure for how successfully a campaign drove consumers to recall seeing their ad.
A well-known local banking brand plans to use video assets to make existing and potential customers aware of the main features of its newly launched debit card. The brand is unable to accept applications online and wants to get information about potential customers to connect through direct mail.
Which campaign objective will achieve the brand’s goal?
- Brand Awareness
- Lead Generation
- Video Views
- Local Awareness
The Lead Generation objective allows advertisers to find new customers who are likely interested in their products or services and collect specific information from the potential customers. The advertiser can use this information to follow up and connect through direct mail.
A band releases a new album. After friends and family follow the band on Facebook, traffic to its website fails to increase. The band needs to increase the number of website album purchases and has implemented the Facebook pixel.
Which campaign objective should the band use?
- Brand awareness
- Video views
An online home accessories brand wants to generate in-store sales at its first store in Paris. The company wants this campaign to focus on attracting new customers. The current media budget is very limited.
- Audience: Women, ages 21-40
- Budget: $25,000
- Assets: ThruPlay video
- Past customers: 25,000
- Placements: Facebook Feed and Instagram Feed
What audience strategy should the media planner recommend?
- “People who live in Paris, from a Lookalike Audience of loyal customers”
- “People who live in Paris, from a Custom Audience of loyal customers”
- Core Audience of people living in Paris
- Lookalike audience of all website visitors who live in Paris
A restaurant chain wants to drive new customers to its 25 locations around the country. It has a highly qualified list of 2,000 customers likely to enjoy the restaurants based on cuisine and budget.
How should the restaurant structure its strategy?
- Use a Lookalike Audience with the Reach objective, and target the campaign to reach people in a radius around restaurant locations. Based on the results, consider using a Lookalike Audience.
- Use a Custom Audience with the Store Traffic objective, using offers and discounts
- Use the Reach objective around its store locations to reach the maximum number of people
- Use a Lookalike Audience within the Store Traffic Objective, and target the campaign to reach people in a radius around restaurant locations
If you want to increase awareness about your brand or reinforce a particular message about your business, the reach objective can help you increase the number of people who see your message.
A financial services advertiser in the United Kingdom has historically focused on increasing website visitors and encouraging people to bank online. The advertiser wants to transition its current customer base from using the website for online banking to using its new mobile app. The app launched two days ago but has experienced less than 100 app installs.
The advertiser has the following resources:
- Website with the Facebook pixel and standard events properly implemented
- Mobile app with the SDK and app events properly implemented
- A CRM database of current customers, segmented by those who do and do not currently use online banking
The media planner intends to create a campaign using the App Installs objective.
What is the appropriate audience to use for this campaign?
- A Custom Audience of people who have installed the app
- A Lookalike Audience of people who have visited the website in the past 30 days
- A Custom Audience of people who currently use online banking
- A Lookalike Audience of people who currently use online banking
Custom Audiences work best when specifically targeted to a particular group of your customers. Leverage what you already know about your customer and target messaging that can drive action. For example, are you looking to reconnect with your loyalty members or newsletter subscribers? Or perhaps you want to target customers who left items in their online shopping cart with a special discount? Tailor your messaging to your audience segments to personalize their experience and drive your desired business outcome.
An emerging beauty brand wants to start advertising with Facebook for the first time for its go-to market strategy.
The company only has the following creative resources available:
- 6-second videos (4:5 aspect ratio)
- Static images (4:5 aspect ratio)
What is the optimal mix of placements that the media planner should recommend?
- Instagram Stories, Instagram Feed, Facebook Feed
- Instagram Feed, In-Stream and Instagram Stories
- Instagram Stories, Facebook Feed and Right Column
- In-Stream, Facebook Feed and Messenger
An agency recently A/B tested two creative assets for a beauty advertiser’s brand awareness campaign. A carousel of product images featuring a new line of lipsticks was tested against a 30-second video tutorial.
The results showed that the ad set featuring the carousel performed better and had the lower cost per result. In previous campaigns the video outperformed images. The planner needs to find out if videos perform better than static images for this client.
What creative strategy should be tested for the next campaign?
- The same carousel of images versus a shorter version of the original 30-second video
- A new carousel of images versus the original 30-second video tutorial
- The original 30-second video tutorial versus a 15-second version
- The same carousel of images versus a single image featuring a collage of products
An advertiser needs to reach 50% of its target customers a minimum of three times per week over four weeks.
- The advertiser’s target audience size is 2,000,000 people.
- The advertiser is using the reach and frequency buying type, and is able to control frequency accurately.
- The CPM projected in reach and frequency is $5.00.
- The advertiser is using Core Audiences for this campaign.
What is the minimum budget required for the advertiser to meet its goal?
The CPM is $5.00; reaching 50% of the target audience is 1,000,000 3 times a week for 4 weeks is 12,000,000 impressions. Formula to calculate media spend in this scenario is: CPM*Impressions/1000 = Cost.
A direct response company wants as many acquisitions as possible over a four-week period. The company estimates that it should be able to generate at least 10,000 conversions through its site, which has the Facebook pixel tracking to conversions. The client is willing to accept a return on investment of 2:1.
- Overall, each new customer is worth $30 in purchases.
- Current auction prices put the CPM at $5.00 and the CPC at $0.30.
- Facebook and Instagram have historically generated a 2% conversion rate on website visitors.
How much budget should the client allocate to the campaign to meet its conversion goals and minimum return on investment requirements?
($5.00 CPM *$30 Purchases)*1000
A small non-profit organization in the US wants to generate awareness with Facebook ads using the reach and frequency buying type.
- The organization wants to maximize its reach over a 3-week campaign, but this requires a budget of almost $2,500,000.
- The organization’s maximum budget is $1,000,000.
- The organization keeps the two impressions per 7-day parameter.
What are the effects of decreasing the budget to $1,000,000? (Choose 2)
Select All Correct Responses
- Overall reach will decrease
- Average frequency will increase
- Potential audience size will decrease
- CPM will decrease
Overall reach will decrease because spend is not high enough to reach entire desired audience. Maximum reach over a 3-week campaign requires a budget of almost $2,500,000 not $1,000,000. The CPM will decrease because you are no longer paying a premium to operate through the reach and frequency tool.
A client is launching a new app and has a budget of $1,000,000 to promote the app using Facebook ads.
- Most effective frequency: 2 impressions per person
- Average CPM to reach the most valuable audience: $20.00
- Average percentage of people who install the app when they see 2 impressions: 5%
The media planner needs to follow best practices and use historical data to inform the strategy.
How many app installs could be achieved when the campaign is optimized?
$1,000,000 / $40 ($20 per CPM * 2 impressions per person) = 25,000
25,000* 1,000 = 25,000,000 (total number of impressions)
25,000,000*.05 = 1,250,000 (total number of app installs achieved)
A small, family-owned book retailer has traditionally sold books in-store. The retailer has found an even greater return on investment from sales online.
Which methods should the advertiser use to measure the effectiveness of its Facebook campaigns? (Choose 2)
Select All Correct Responses
- An offline Conversion Lift test to determine the effect of Facebook ads on in-store sales
- A Nielsen Brand Effect test to determine how many people remember seeing its ads
- A Facebook split test to determine what types of creatives sell more books
- An online Conversion Lift test to determine the impact of its Facebook campaigns on online sales
Conversion Lift measures people, not cookies, which helps you understand ad performance across multiple devices and conversion events, regardless of if they happen online, offline or in-app.
An established CPG brand launches its first Facebook campaign. The campaign will be set up to:
- Reach 70% of its desired audience of people ages 25-44.
- Deliver at a frequency of twice per week.
- Feature a variety of 6-second videos.
- Measure the shift in purchase intent of its product.
What should a planning professional recommend?
- Facebook Brand Lift test
- Facebook Analytics
- Facebook ads reporting
- Facebook Conversion Lift test
A company experiences a decline in purchases among its younger audience. This audience is the company’s most profitable, due to frequency of consumption. Focus groups have provided feedback that the company’s brand is perceived as “too old” and “boring”. The company decides to schedule a rebranding campaign, but does NOT understand how this audience consumes media.
- Desired audience: Ages 13-25
- Purchases within desired audience: Down 20% YOY
- Brand purchase intent: 15% of desired audience
- Channels used previously: TV, press, radio, display
What two steps should the company take to help develop its campaign? (Choose 2)
Select All Correct Responses
- Analyze the information about its desired audience using Audience Insights
- Create relevant posts and boost them to get more fans on its Page
- Use Ads Manager to understand which channels are most effective at achieving its goal
- Choose the Traffic objective to encourage customers to make a purchase on the website
Facebook Audience Insights tool provides aggregate information about people connected to your page and people on Facebook, so that you can create content that resonates easily and find out more people in your current audience. Ads Manager is an all-in-one tool that can help brands track how their campaigns are performing across channels and optimize towards the best solutions. In this case, the company can use Audience Insights to better understand their desired audience and Ads Manager to optimize their media towards the best placements.
A fast food company uses a TV commercial asset for a video campaign to communicate its new product. The video average watch time is lower than its average video campaign. When segmenting the reports by placement, the video average watch time is 3 seconds for Instagram Stories and 12 seconds for Facebook News Feed.
What should the company do to increase the video average watch time without decreasing the potential reach?
- Remove Instagram Stories from placements
- Use an adaptation of the TV commercial for vertical screens
- Use a 10 second version of the TV commercial on Facebook campaigns
- Pause the video campaign and create an engagement campaign with image ads
Removing a placement will impact potential reach, paring down the video on Facebook from 12 seconds to 8 seconds could impact the message. The best answer is using the adaptation of the commercial that is made vertical to fit how people are watching video on Facebook and Instagram.