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NEW QUESTION 43
Which are the two bidding options that will allow your customer to predict results of their campaigns?
Select two that apply.
Choose ALL answers that apply.

  • A. TRP buying
  • B. Auction optimized for video views
  • C. Reach and frequency
  • D. Auction optimized for reach
  • E. Auction optimized for brand awareness

Answer: A,C

Explanation:
Explanation
The only two bidding options that allow you to truly predict impression, reach and frequency is the following:
1. Reach and frequency
2. TRP buying
With all of the other options, you cannot predict results. Even when optimizing a reach campaign through the auction, you won’t necessarily get the results expected since you are entering the Facebook auction.
Here is a summary graphic to understand which options to use based on the predictability outcome expected:

 

NEW QUESTION 44
You need to run a campaign with two bidding options and two different audiences.
How many campaigns and ad sets do you need to launch?
Choose only ONE best answer.

  • A. You need four campaigns with one ad set for each since you have to organize each variable into different campaigns.
  • B. You need one campaign and four ad sets since you have 4 different variables at the ad set level.
  • C. You need 1 campaign with 8 ad sets and 1 ad for each.
  • D. You need two campaigns and four ad sets since you have 4 different variables at the ad set level.

Answer: B

Explanation:
Explanation
Keep in mind that you are running 1 campaign with 4 ad sets. Since all changes happen at the ad set level, you need to run one campaign only.
There are 4 variables at the ad set level. So you would get the following:
Ad Set A: Bidding Option #1 + Audience #1
Ad Set B: Bidding Option #1 + Audience #2
Ad Set C: Bidding Option #2 + Audience #1
Ad Set D: Bidding Option #2 + Audience #2

 

NEW QUESTION 45
Which strategy should you recommend to meet the client’s goals?
Choose only ONE best answer.

  • A. Audience Network and Custom Audiences.
  • B. Interest and lookalike audiences.
  • C. Custom audiences and Lookalike audiences.
  • D. Custom Audiences and Carousel.

Answer: C

Explanation:
Explanation
Every time you work with a new client, your best audiences will always be Custom Audiences and Lookalike Audiences.
For physical locations, you want to re-market to existing customer databases.You want to use a custom audience of people who have already bought at the store to promote re-purchases.
You then want to use this database and use a similar/lookalike audience so that you can bring new potential customers over. Because you are using Facebook offline events, you can even segment people based on long-term value of sales.
The last audience you should be using is a saved/core audience, but you should always start with the other two first.

 

NEW QUESTION 46
You are measuring the campaign effects for: the Store campaigns and offline events metrics.
What metrics should you measure for the Store Visit campaigns?
Select all that apply.
Choose ALL answers that apply.

  • A. Impression
  • B. CPM
  • C. CPC
  • D. Avg. Order Per User
  • E. Reach
  • F. Revenue per user

Answer: A,B,D,E,F

Explanation:
Explanation
Since you are doing in-store campaigns, you want to measure the effectiveness of your Facebook ads through two means:
* Actual performances on the ads themselves based on reach, impressions, and CPM. Keep in mind that you don’t want to measure CPC, as you will be measuring performance through offline events.
* Performance on ads through offline events: revenue per user and average order value per user.
For these types of campaigns, you want to make sure you measure your campaigns in two stages. The first will allow you to understand better how much you have to spend to reach a specific audience. The second will allow you to better understand the “direct response” performance on the ads based on actual sales data.

 

NEW QUESTION 47
What are some benefits of MTA?
Choose ALL answers that apply.

  • A. Helps you understand cross-device path to conversion.
  • B. Shows that attribution window is always tied to a last touch model
  • C. Gives credit to multiple impressions and clicks on the path to conversion.
  • D. Shows that the last touch model has no limits
  • E. Can analyze and compare publishers and campaign performance

Answer: A,C,E

Explanation:
Explanation
Benefits of people-based multi-touch attribution (MTA)
* Helps you understand the cross-device, people-based path to conversion
* Provides actionable data for more efficient allocation of media spend
* Can analyze and compare publishers, campaigns, and cross-device performance
* Demonstrates the limits of only using a last touch model
* Shows what’s working and what isn’t among marketing channels
Attribution is the assigning of credit to a marketing touchpoint.Most digital advertisers today measure with a last click attribution model, in which the last click gets full credit for driving a conversion. In this model, even if there were five impressions and one click in the path to conversion, all credit is given to the click. In contrast, multi-touch attribution (MTA) gives credit to multiple impressions and clicks on the path to conversion.

 

NEW QUESTION 48
……

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