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Free Facebook Certification 410-101 Official Cert Guide PDF Download
NEW QUESTION # 55
What are three ways Facebook IQ can help you understand, prepare and help you improve your Facebook strategies and branding?
Choose ALL answers that apply.
- A. Advertising Insights
- B. People Insights
- C. Instagram Insights
- D. Video Insights
- E. Vertical Insights
Answer: A,B,E
Explanation:
Explanation
People Insights
Takes a look at understanding consumer behavior across generations, locations, devices, and time.Examples of past studies include a look at spring/summer fashion trends on Instagram, shifts in food culture on Facebook, and how people move between mobile and TV.
Advertising Insights
Examines the role of measurement in campaigns, and its influence and value in developing effective marketing.Examples of past studies include how to craft effective stories in your campaigns, how to define your most important metrics, and how streaming services have affected traditional advertising..
Vertical Insights
Analyzes consumer behavior in specific industries, including automotive, consumer packaged goods, entertainment and media, financial services, gaming, retail, technology and connectivity, and travel.Examples of past studies include the growth of auto buyers who prefer mobile shopping experiences, global mobile gaming trends, and examinations of the planning habits of international visitors to China.
NEW QUESTION # 56
Your client is launching an online course. From previous experience, they've realize that in order to maximize online sales, they need to run a campaign 1 month before with various 15-second long videos so that people familiarize with the new course.
Here are your campaign requirements for the campaign you are launching to build the awareness needed before converting users through the website:
* They want for people to show the video twice every 7 days
* You have a video creative 15-seconds long
* They want to optimize for video views
How should you set up the campaign?
Choose only ONE best answer.
- A. Buy through the auction, select the reach objective and set a frequency of 2 every 7 days.
- B. Buy through the reach and frequency and set a frequency of 2 every 7 days.
- C. Buy through the auction, select the brand awareness objective and set a frequency of 2 every 7 days.
- D. Buy through the auction, select the video view objective, optimize for 10-seconds view and set a frequency of 2 every 7 days.
- E. Buy through the auction, select the video view objective, optimize for ThruPlay and set a frequency of 2 every 7 days.
Answer: D
NEW QUESTION # 57
You've installed the ViewContent event on the blog, but your client now wants you to categorize the individual blog posts with a category.
How could you use Facebook Pixel to categorize each blog post?
Choose only ONE best answer.
- A. You have to create additional events in order to categorize each blog post.
- B. It is not possible to do what your client is requesting.
- C. You have to use Facebook pixel parameters in order to categorize each blog post.
Answer: C
Explanation:
Explanation
To categorize each blog post, you will have to use Facebook pixel parameters.
In this case, you will create a parameter under the name "category." This category will have the three choices of blog categories.
Your final ViewContent event should look like this:
<script>
fbq('track', 'ViewContent', {
category: weight_loss,
});
</script>
Below is a description of all the parameters you can use:
For more detailed information you can view the following Facebook for developers post: https://developers.facebook.com/docs/ads-for-websites/pixel-events/v2.11
NEW QUESTION # 58
Your client has been running a retail shop for the past 20 years.
In order to grow sales, they want to launch a new online store where people can buy products directly on their website. They can share with you a customer database of 20,000 customers who have bought a product in the past 2 years.
For the campaign, you need to reach out to existing customers, and people within a 10-mile radius from the stores.
What type of audiences should you build?
Choose only ONE best answer.
- A. You should first do a custom audience with the database, and then, a similar audience optimized for similarity.
- B. You should first, do a custom audience with the database, and a similar audience optimized for similarity.
Then use the similar audience as a base for a new core/saved audience, and reduce the similar audience to a 10-mile radius from the stores. - C. You should first do a custom audience with the database, and then, a similar audience optimized for reach.
- D. You should do a similar audience with the customer database, and then, launch a reach campaign to people in a 10-mile radius.
Answer: B
Explanation:
Explanation
The first audience you need to build is the custom audience with the customer database. This audience will allow you to reach out to existing customers and run campaigns to the website.
The second audience you need to build is a similar audience with the customer database. Since you have a
20,000 baseline, you should be able to build a really good similar audience optimized for similarity.
Keep in mind that you are looking for quality over quantity in this particular case. You should select a 1% audience size.
* Choose an audience size close to 1 to optimize for similarity. Your Lookalike Audience will likely be small, with a high resemblance to your seed.
* Choose an audience size close to 10 to optimize for reach. Your Lookalike Audience will be larger,
* but less similar to your seed.
There is a third, very important, step that still needs to be done. You need to use the similar audience you've just built and then re-segment that for the 10-mile radius.
This new saved/core audience based on a similar audience should be your best option for reaching out to new potential customers.
NEW QUESTION # 59
You want to share the different campaign options you've built in the Campaign Planner with your customer.
What are some of the different ways you can share them?
Select all that apply.
Choose ALL answers that apply.
- A. You can send them the CSV file of your campaigns through email.
- B. Send an email that includes the details of the campaigns and links to it.
- C. You can't share campaigns in the Campaign Planner.
- D. You can send a link directly from the Campaign Planner for them to see.
Answer: A,B,D
Explanation:
Explanation
There are three different ways you can primarily share your campaigns with the Campaign Planner:
* Send an email that includes the major details of the Plan and links to it.
* Send a shareable link to the Plan.
* Export a CSV of the Versions of your Plan.
NEW QUESTION # 60
You are running a reach campaign for your client, and they would like to compare costs with running marketing campaigns in traditional channels vs. running campaigns within Facebook ads.
What kind of bidding should you configure when launching the campaigns, and what should you look for Facebook to optimize your campaigns for?
Choose only ONE best answer.
- A. You should bid for conversions and measure impressions.
- B. You should bid for CPM and measure conversions.
- C. You should bid for installs and measure impressions.
- D. You should bid for impressions and measure impressions.
- E. You should bid for clicks and measure impressions.
Answer: D
Explanation:
Explanation
There are four bidding options you can pay for the delivery of your ads:
1. Cost per Impressions (CPM)
2. Cost per click (CPC)
3. Cost per conversion
4. Cost per Action (CPA)
Depending on the type of bid that you set up initially, you are configuring several aspects of your campaign:
In this case, since you want to compare reach, your optimization should be for impressions (CPM) and also optimize for impressions.
NEW QUESTION # 61
You need to increase traffic to a fashion magazine with your current campaigns. You are trying to decide whether to use landing page view or custom conversion.
How is a landing page view different from a custom conversion?
(Select all that apply)
Choose ALL answers that apply.
- A. Can occur multiple times per link click / view
- B. Uses the PageView event, so it's available as part of the Facebook pixel base code
- C. Has a fixed long 45 days attribution window
- D. Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)
- E. Uses the ContentView event, so it's available as part of the Facebook pixel base code
Answer: B,D
Explanation:
Explanation
A landing page view:
* Has a fixed short attribution window and is only attributable to a link click (unlike a custom conversion which could be attributed to a click or a view)
* Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)
* Uses the PageView event, so it's available as part of the Facebook pixel base code (unlike a custom conversion, which requires you to set up a ViewContent custom event)
NEW QUESTION # 62
You talk with your client and understand that there are specific events that you need to register in PhotoSnap's app.
Here is a list of events you need to register:
1. When users open the mobile app.
2. When users add a credit card.
3. When users send to print their images.
4. When users watch the video explaining how the app works.
What events should you install on the mobile app in order to build re-marketing campaigns?
Choose only ONE best answer.
- A. Added To Cart, Purchased, Completed Tutorial, Added To Wishlist
- B. App Launched, Initiated Checkout, Purchased, Spend Credits
- C. Achieved Level, Purchased, Completed Registration, Viewed Content
- D. Purchased, Initiated Checkout, Completed Registration, Rated
- E. App Launched, Added Payment Info, Purchased, Completed Tutorial
Answer: E
Explanation:
Explanation
There are 14 standard app events you can use on Facebook SDK mobile app.
For this particular mobile app, these are the four events you want to utilize in order to track your client's requests:
1. App Launched: When users open the mobile app.2. Added Payment Info: When users add a credit card.3.
Purchased: When users send to print their images.4. Completed Tutorial: When users watch the video explaining how the app works.
Below is a list of the 14 related app events:
* Achieved level
* App launched
* Added payment info
* Added to cart
* Added to wishlist
* Completed registration
* Completed tutorial
* Initiated checkout
* Purchased
* Rated
* Searched
* Spent credits
* Unlocked achievement
* Viewed content
All of these events allow you to understand better how people are interacting with your mobile app, measure the performance of your Facebook mobile ads, and reach certain people who use your app by creating custom audiences.
NEW QUESTION # 63
You have a total of $28,000 for several promotions that your client would like to launch in the next 4 weeks.
They would like to promote a different products each week and ensure that you spend your budget for each of the 4 weeks.
How would you set up your budget for these campaigns?
Choose only ONE best answer.
- A. $7,000 lifetime budget with accelerated delivery.
- B. $28,000 lifetime budget with standard delivery.
- C. $28,000 lifetime budget with accelerated delivery.
- D. $4,000 lifetime budget with standard delivery.
Answer: A
NEW QUESTION # 64
Your client owns an online nutrition membership program for women, where customers get tips, diets, and discounts on a weekly basis.
They now want to launch a new blog for content marketing purposes, and would like to categorize the content into three buckets:
Weight loss
Health
Mom
You've already installed the Facebook pixel on their website; however, you now need to add an additional event pixel code to the blog so that you can track content better.
Which pixel event do you install on the blog?
Choose only ONE best answer.
- A. Generate Lead
- B. Complete Registration
- C. View Content
Answer: C
Explanation:
Explanation
Facebook Pixel allows you to track events, or specific actions, people take on your website.
For this specific case, you should use the View Content Event pixel to track specific visits to the blog posts.
You can use URL's for your ads afterward as well; however, once you have +25 blog posts, using URL's becomes unpractical.
Here is the list of the 9 standard events you can use:
For more detailed information you can view the following Facebook for developers post: https://developers.facebook.com/docs/ads-for-websites/pixel-events/v2.11
NEW QUESTION # 65
What are all the different campaign objectives that you can use a target bid for?
(Select all that apply)
Choose ALL answers that apply.
- A. Page Likes
- B. Traffic
- C. App Installs
- D. Lead Generation
- E. Messages
- F. Store Visits
Answer: C,D,F
Explanation:
Explanation
You can use Target Cost Bid for:
* App Installs
* Lead Generation
* Conversions
* Catalog Sales
* Store Visits
You can use Lowest cost Bid for:
* Brand Awareness
* Reach, Traffic
* Post Engagement
* Page Likes
* Event Responses
* App Installs
* Video View
* Lead Generation
* Messages
* Conversions
* Catalog Sales
* Store Visits
NEW QUESTION # 66
What is not an action measured through Facebook attribution system?
Choose only ONE best answer.
- A. Link Clicks
- B. POS purchase conversion
- C. Mobile app installs
- D. Phone call sales conversion
- E. Third party (Google) link click
- F. Outbound links
Answer: E
Explanation:
Explanation
About Actions You Can Measure in Facebook Ads Reporting
An action is activity that happens on your ad (for example, someone watches your video ad) or as a result of your ad (for example, someone views your ad and then downloads an app).
Actions that occur on your ad include link clicks, outbound clicks, post engagement, video views, and more.
Actions that happen as a result of your ad include website conversions, website leads, mobile app installs, mobile app purchases and offline conversions. We attribute these actions to your ad if someone viewed or clicked on your ad within a certain period of time, as defined by your attribution window.
NEW QUESTION # 67
Your client wants to launch a mobile application in Colombia and India. They have a budget of $15,000 for the mobile app launch.
Below are the specifications:
- They will initially launch only for Android devices.
- The app does not work with Tablets.
- The app is geared towards younger generation below 25 years.
What targeting options would you select to reach your niche market when creating a core/saved audience?
Select all that apply.
Choose ALL answers that apply.
- A. Age with max 25 years
- B. Gender Male
- C. App Store Region
- D. Interests: Gamers
- E. Countries India + Colombia
- F. Mobile Device User - focused on Android
Answer: A,E,F
Explanation:
Explanation
For this exercise, you need the following aspects in order to segment your core/saved audience:
1. Age: you definitely want to set up age below 25 years old.
2. Mobile Device User: you need to specify Android as the primary operating system for mobile in order to target just Android users and exclude iOS users.
3. Location: you want to target the specific countries. In this case, Colombia and India in order to reach out to people in those two particular places.
You don't want to use App Store Region as an option to segment as they don't allow you to select specific countries. You are better off selecting countries and Mobile Device User to segment.
The gender and interest for this exercise are irrelevant since you don't have more info on what the mobile app is about.
NEW QUESTION # 68
You've realized that the pixel is not properly installed on your client's website. Some events within the buying process are not being tracked by the pixel.
Your customer has a checkout process split into two different pages:
Customers have to first register
Then enter their payment info on a second page.
Which pixel events do you need to install on your client's website?
Select all that apply.
Choose ALL answers that apply.
- A. Complete Registration
- B. View
- C. Add To Cart
- D. Purchase
- E. Initiate Checkout
Answer: A,C,D,E
Explanation:
Explanation
These are all of the pixel events that should be installed on your client's checkout process:
1. Add To Cart: When a user adds products to their cart.
2. Initiate Checkout: When a user lands on the first registration page.
3. Complete Registration: When a user has completed the first registration page and needed to add payment info.
4. Purchase: When a user has finalized the purchase.
NEW QUESTION # 69
Your commercial bank just released a television commercial to explain how easy it is to replace your debit card. They've want to launch the same video content used in TV on their Facebook to increase brand awareness.
What are two recommendations you made your client before launching the video content on Facebook mobile-friendly environment?
Choose ALL answers that apply.
- A. Move the initial branding mention towards end of video
- B. Add text to convey the message without sound
- C. Change the aspect ratio to square to increase visibility in the feed environment
- D. Only use Instagram placement for the video ad
- E. Shortened the video
Answer: B,E
Explanation:
Explanation
To make a video more effective for the mobile-feed environment you can:
* Shortened the video
* Change the aspect ratio to square to increase visibility in the feed environment
* Add text to convey the message without sound
* Move the initial brand mention earlier
Other best video practices:
* Capture attention quickly. Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the ad to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.
* Design for sound off. Since most video ads in mobile feed are viewed without sound, it's important to convey your message visually. Showing captions, logos and products can help communicate your message, even in silence.
* Frame your visual story. Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop and overall visual composition to make sure your story is told well on a small screen.
* Play more. There's no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing and iterating to learn what works for your brand and audience.
NEW QUESTION # 70
A client has posted a video on your Fan Page. After 2 days of boosting the post, it seems like only 8% of users have seen more than 10% of the video.
Which troubleshooting task should be used to fix the problem?
Choose only ONE best answer.
- A. You should unpublish the post and re-publish it as an ad.
- B. Create a new campaign with video view as the campaign objective.
- C. You should make sure the campaign has not ended.
Answer: B
Explanation:
Explanation
When you select the "boost post" option, you are optimizing campaigns for interactions (like, share, and comment). In this case, you want people to actually see the campaign.
When you change the campaign objective to view views, you will be optimizing the ad for CPV video or
10-seconds video views.
NEW QUESTION # 71
What are all of the mobile advertiser ID's you can utilize to build a custom audience?
Select all that apply.
Choose ALL answers that apply.
- A. Apple's Advertising Identifier (IDFA)
- B. Facebook User ID
- C. Android's Advertising ID
- D. Google User ID
Answer: A,B,C
Explanation:
Explanation
You can create ads targeting people by customer lists. One of the data sources you can use is mobile advertiser IDs.
* Apple's Advertising Identifier (IDFA): An advertising ID that Apple provides as part of iOS in its ads framework.
* Android's Advertising ID: An advertising ID that Google provides as part of Google Play services.
* Facebook User ID: If people are logged in to your app via Facebook, you can use their Facebook User ID for targeting.
You can't run Google IDs currently on Facebook to identify users.
NEW QUESTION # 72
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 #3 has the lowest ROAS of 9.95
- B. Campaign #3 has the lowest ROAS of 1.87
- C. Campaign #2 has the lowest ROAS of 1.72
- D. Campaign #3 has the highest ROAS of 63.20
- E. Campaign #2 has the lowest ROAS of 1.87
- F. Campaign #1 has the highest ROAS of 63.20
Answer: C,F
NEW QUESTION # 73
You've recently installed the Facebook Pixel on a new website. You are not sure if the website is detecting your pixel events correctly.
What are some tools you can use to troubleshoot your pixel and make sure it's collecting your events properly?
(Select 3 that apply.)
Choose ALL answers that apply.
- A. You can test your events in the "Events Manager" under your Business Manager
- B. You should check your campaigns to see if they are showing events.
- C. You should install a second pixel and make sure it works properly
- D. You can track events and debug your pixel through Facebook's Analytics dashboard
- E. You should install the Facebook Pixel Helper chrome extension to verify your pixel event.
Answer: A,D,E
Explanation:
Explanation
There are three main ways in which you can debug your Facebook pixel:
1. Install the Facebook Pixel Helper chrome extension so you can see if the events are being tracked properly.
2. Go to your "Events Manager" page in your Business Manager and troubleshoot your pixel events
3. Use Facebook Analytics event debugging tool to troubleshoot it.
NEW QUESTION # 74
Your client has multiple locations for his/her business in 5 countries.
They want to have localized content for each country, as all 5 countries speak different languages.
What solution do you give to your client?
Choose only ONE best answer.
- A. You set up a Global Page for international presence and then create a location for each country.
- B. You build one Fan Page and then go to Facebook and create multiple locations.
- C. You can't set up multiple Fan Pages into one account on Facebook currently.
- D. You set up multiple Fan Pages for each country.
Answer: A
Explanation:
Explanation
The best solution is to create a Global Brand Page and then create multiple locations:
With Locations, businesses can:
* Help customers find a business faster
* Offer localized content
* Manage all locations in one place
* Aggregate check-ins on the Main Page
* Manage local Facebook ads
NEW QUESTION # 75
You just hired a new social media manager. You need to run a campaign on Instagram based on people who've downloaded a tripwire on your company's website.
The new person need to be able to create audiences and conversion ads for the campaigns you are about to launch. What roles should you give the new person?
Choose only ONE best answer.
- A. Pixel Editor
- B. Pixel Standard Access
- C. Pixel Moderator
- D. Pixel Event Manager
- E. Pixel Ad Manager
Answer: A
Explanation:
Explanation
Once you create a Facebook pixel, you can share it with other people in your business. You can give other people access to a Facebook pixel by adding them to either a specific ad account or by granting pixel access to individual people.
If someone is a part of your business, but doesn't have access to an ad account that's in your business, they'll no longer be able to access pixels associated with that ad account. You'll need to either add this person to your pixel, or add them to the ad account associated with the pixel you'd like them to be assigned to. If you want to view or edit a pixel, you'll need to be added to a pixel or a specific ad account by a Business Manager Admin.
You can also request access to the ad account associated with a pixel.
There are currently only two roles within the pixel:
* Pixel Editor: Pixel Editors can view information about a pixel and make changes to the pixel. Pixel Editors can also create audiences and conversion ads with the pixel.
* Pixel Analyst: Pixel Analysts can only view information about a pixel. Pixel Analysts can't edit the pixel, create audiences or conversion ads with the pixel.
IMPORTANT: Even though Facebook uses "Pixel Editor" as a role in its website, within the tool you have two options to choose from:
* Standard Access
* Admin Access
NEW QUESTION # 76
What campaign strategies should you follow in order to optimize your Facebook ads?
Select all that apply.
Choose ALL answers that apply.
- A. Send people to messenger and automate a chatbot or menu with directions on Waze and Google Maps.
- B. Add map card with your page location.
- C. Add a "Get Directions" CTA on the campaigns in order to bring people to the stores.
- D. Use Store Visit ads in order to bring traffic to the two specific retail stores.
Answer: A,B,C,D
Explanation:
Explanation
Whenever you want to bring traffic to a physical location, you want to use In-Store Visit ads as you can set up different types of call to actions to give directions.
Ad formats including image, video, and carousel can generate instant awareness of the nearest business location and provide information the customer needs to get there.
A native store locator is available for carousel.The store locator makes ads more useful for consumers by putting contact information and openings hours of nearby stores only one tap away.
You can also add map cards with your page location and use URL to send people to maps.
Topic 3, In-Store and Online Retailer Audiences
One of your customers has in-store, and online, high-end t-shirts retail stores in several cities throughout the east coast (specifically in Los Angeles, San Diego, and San Francisco).
In 4 months, the company is launching a new product line. They would like to cross-sell to their existing customer base and new potential customers that have similar characteristics as their current customers.
As you upload the customer database directly from your client's CRM, you realize the following:
- 30% of the customers are between 18-24 years old.
- 64% of the customers are between 25-34 years old.
- 6% of the customers are between 35-44 years old.
- 59% are women.
- 41% are men.
- 66% are college educated and above.
- 78% are married.
NEW QUESTION # 77
You are running a video campaign for your client. The video has the following characteristics:
* Video has a length of 4 minutes
* The video has subtitles
* The video has influencers utilizing the product after 30 seconds in the video
* The video requires music in the first 10 seconds
What changes would you suggest your client to make?
(Select three that apply)
Choose ALL answers that apply.
- A. Take off subtitles
- B. Reduce video length to 1 minute.
- C. Tag influencers in the video.
- D. Change video so that it does not require sound in the beginning
- E. Add thumbnail image with less than 20% text
Answer: C,D,E
NEW QUESTION # 78
You finalize analyzing the customer base and found this additional information:
- They are married, city-dwellers between ages of 25-34, predominantly female who are interested in shopping and fashion.
- They are tech-savvy and primarily use iPhones to make online purchases.
- 2/3 of the customer base is from Los Angeles.
- 75% of women from the current customer base make on average one online purchase for apparel a month.
Knowing this information, what strategies would you do next?
Select all that apply.
Choose ALL answers that apply.
- A. Build a new core/saved audience based on married women who are interested in high-end fashion brands.
- B. Run conversion ads to the website for the new product launch to women.
- C. Build a similar audience of 1% based on the current customer base for Los Angeles, San Francisco, and San Diego.
- D. You should invest more than 50% of your budget in Los Angeles.
Answer: A,C,D
Explanation:
Explanation
It seems like the majority of the customer database are married women, between ages 25-34, who live in Los Angeles, and like fashion and shopping.
You should use this information as a baseline to build your next core audience.You should also build a similar audience based on this new information on the three cities where the stores are at: Los Angeles, San Francisco, and San Diego.
More than 66% of the customer base is in Los Angeles, so you should definitely allocate more than 50% of your budget to this market. Unless the case said it wanted to grow specific areas, you need to allocate budget according to the data in your analysis.
NEW QUESTION # 79
......
Facebook has become one of the most popular social media platforms across the globe. It has created a new space for businesses to advertise and market their products and services to a large audience. With its extensive reach and advanced targeting options, Facebook has become a crucial marketing tool for businesses of all sizes. However, mastering the art of Facebook advertising requires a combination of skills and knowledge. This is where the Facebook Certified media buying professional certification comes in handy.
Facebook 410-101 Official Cert Guide PDF: https://pass4sure.examcost.com/410-101-practice-exam.html
