410-101 Practice Exam Questions with Answers Facebook Certified media buying professional Certification

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.

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  

The client has two objectives:

1. Move website users to the mobile app.

2. Create new mobile app downloads from new users.

For the first objective, you want to create a custom audience based on your client's customer base in order to move website users to install the mobile app. 

For the second objective, you want to reach out to people who have interacted with the brand before and new potential users. In this case, your best option is to market to fans who have interacted in the past 90 days and also a new audience based on the current customer base.

The main insights you should be looking from a database of customers you've uploaded should be several things:

• Demographics: Information regarding the customer database, age, gender, age-groups, lifestyle, relationship status, education level, and job title.
• Page Likes: Information regarding top categories or other fan pages that people interact with.
• Location: Region, country or city for your customer database. Language that they speak.
• Activity: Device that they use to access Facebook and activity levels they have interacting with Facebook content.
• Household: Income, household price/size/market value, spending methods, and habits. 
• Purchase: Purchase behavior on several fronts. 

For this case study, you want to look at top categories, location, and spending methods that they have in order to better segment your next core audience.

Every time you work with a new client, you want to first analyze the behaviors, demographics, and segmentation from their current customer base. 

The main objective is to use all of this information and build a new core/saved audience based on all of these insights. If you see specific Fan Pages that the customer base follows, you want to include all of those interests in the new audience. 

So all of the information that comes out of Audience Insights is for you to use and build better audiences based on facts, and not assumptions of whom the potential target market is.

Use actual data from customers to reach out to new potential customers.

Your maximum ad spend will be $10,000. Keep in mind that Facebook used to have a +25% over your budget limit; however, it now stops at your campaign or account limit.

Keep in mind that you HAVE to set up an account or campaign limit in order for Facebook NOT to go over your budget. 

Below are all of the placement platforms and options you currently have on Facebook:

You should learn all placement options as a lot of questions will ask you supporting placements for each platform.

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.

About attribution windows

The number of days between when a person viewed or clicked your ad and then subsequently took an action is called an attribution window. We report off ad actions based on views of your ad and clicks on your ad:

• Clicks: A person clicked your ad and took an action. This is called click-through attribution.
• Views: A person saw your ad, didn't click it, but took an action within the attribution window. This is called view-through attribution.

By default, your attribution window is set to 1-day view and 28-day click, which means you see actions that happened 1 day after someone viewed your ad and up to 28 days after someone clicked your ad. You can change the attribution window to show 1-day, 7-day and 28-day view and click attribution.

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.