NO.52 You are planning on uploading a list of 5,000 customers from the same country for a current client to build a custom audience.
What are some of the best practices you need to follow when uploading a customer database to build a Custom Audience?
(Select all that apply)
Choose ALL answers that apply.
Explanation
The two most important tips are:
* Always include the country code as part of your customer’s phone numbers, even if all your data is from the same country.
* Always include your customers’ countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list.
What should I avoid when calculating customer lifetime value?
Different people calculate customer lifetime value in different ways. Here are some ways that you should avoid if you’re going to send us the data for use in a value-based Lookalike Audience:
* Rating your customers. Say you have 3 customers worth $100, $10 and $1, respectively, and you use a
1-5 rating system. Don’t send us data where they’re rated as a 5, 2 and 1, respectively. This doesn’t work because the value isn’t proportional to the ranking. In other words, the $100 customer was factored by
20, but the $10 customer was only factored by 5 and the $1 customer wasn’t factored at all.
* Ranking your customers. Say you have 100 customers and each one is worth between $200 and $1200.
You rank them from 1 to 100. This doesn’t work because value isn’t proportional here either. It tells us if one customer is more valuable than another, but doesn’t account for a scenario where the number 5 customer is worth double what the number 6 customer is, whereas the number 20 customer might only be worth 1% more than the number 21 customer.
Important:
* Don’t provide only your highest value customers. Instead, include a broad range. Without this range, we can’t hone in on what might distinguish an average customer from a great one.
* Don’t include negative numbers to denote negative value or undesirable customers. We can’t use rows that contain numbers like that.
* If your value is in the form of a currency, make sure it’s all the same currency or is converted to the same scale before uploading. We don’t currently normalize for different currencies.
* Decimals that denote cents are acceptable, but don’t use any other punctuation marks and/or separators.
We can’t use rows that contain them.
NO.54 Your client is running a branding campaign on TV and wants to increase their online presence through Facebook.
You recommend using Facebook TRP buying plan as a good option, but since your client is new to Facebook platform, they want to understand its benefits better to plan, buy, and measure branding campaigns in conjunction with TV advertising?
Select all that apply.
Choose ALL answers that apply.
Explanation
Facebook TRP Buying has the following benefits primarily:
* Incremental Target Audience Reached: Measured across 42 US campaigns, when TV and Facebook were combined, advertisers saw a 19% increase in targeted reach versus TV alone. When Millennials were the target audience, incremental reach increased to 37%.
* Efficiency: Across the same 42 campaigns, Facebook impressions were two times more likely to hit their target audience than TV impressions. This means advertisers spent less to reach their target audiences.
* Effectiveness: A study by Nielsen of seven recent campaigns showed that, compared to people who saw TV alone, people exposed to both TV and Facebook demonstrated a 3.2 percentage point increase in ad memorability, 11.5 percentage point increase in brand linkage, and a 22.7 percentage point increase in like-ability linkage.
* Measure Traditional Campaigns: With Facebook TRP buying, advertisers can measure traditional channels with online channels equally through third-party providers.
Facebook currently partnered with Nielsen Digital Ad Ratings in order to verify on-target impressions. Keep in mind that all TV marketing efforts that run in conjunction with Facebook TRP buying ads should be geared towards branding campaigns, not direct response campaigns.
NO.55 What are the different placements you can select in a campaign?
Select all that apply.
Choose ALL answers that apply.
Explanation
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.
NO.59 You are planning on running a brand lift study for your client, what are some of the metrics you can measure through the study?
Choose only ONE best answer.
Explanation
All brand lift studies will receive the following metrics by comparing the test (exposed) versus control groups:
* Estimated # of persons – is the estimated incremental number of people who remembered seeing your ad.
* Cost per incremental person – people who remembered seeing your ad (based on your budget).
* Percentage point lift – which is the difference in the percent of people who recall seeing your ad in the exposed group versus those in the control group.
All of these metrics will also be available for message association, favorability, and purchase intent.
Below is an example:
NO.61 A client of yours would like to target their customer database. They have a CRM that can be connected to Facebook. The primary objective is to build custom audiences to retarget different product offerings.
Your client’s attorney has complain several times about data privacy. They are concerned with sharing their customer database.
What suggestions do you make to the attorney to resolve his concerns?
(Select all that apply)
Choose ALL answers that apply.
Explanation
Custom Audiences were designed to maximize information security and privacy. Facebook systems have been audited by an independent third party, PricewaterhouseCoopers. They confirmed that Facebook’s secure mechanisms protect advertisers’ information throughout the creation, use, and storage of their Custom Audiences.
Hashing is a process that turns information you share with us into short fingerprints that are impossible to reverse .
Here’s how it works:
* When you begin the process to share your customer list, it’s hashed locally in your browser before it’s uploaded to Facebook.
* We match the fingerprints of your hashed list against ours.
* The matches are added to a Custom Audience for you.
* The matched and unmatched hashes are deleted.
NO.62 You want to give an agency access to your Business Manager. How should you add your partner?
Choose only ONE best answer.
Explanation
When you are working with an agency, you want to grant them access to the Partner tab within your Business Manager Settings.
This will allow them to administer all of your digital assets without having ownership of your accounts.
NO.63 You’ve set up campaigns for an alcoholic beverage that wants to target college students in Sweden, US and Nicaragua. You’ve set up an ad set with the following audience characteristics:
People interested in music and party
Age range 18-26 years old
Countries: US, Sweden and Nicaragua
You’ve been running the campaign for 3 days but are not getting enough reach.
How do you fix this problem?
Choose only ONE best answer.
Explanation
https://www.facebook.com/policies/ads/
Targeting Requirements
If you choose to run ads that promote or reference alcohol you must make sure to follow local laws and target your ads appropriately, including targeting your ads to 18 years or older in all permitted countries except the following:
India
25 years or older in Chandigarh, Delhi, Haryana, Maharashtra, or Punjab.
21 years or older in Andhra Pradesh, Arunachal Pradesh, Assam, Chhattisgarh, Dadra and Nagar Haveli, Dama and Diu, Goa, Jammu and Kashmir, Jharkhand, Kerala, Madhya Pradesh, Meghalaya, Odisha, Tamil Nadu, Telengana, Tripura, Uttar Pradesh, Uttarakhand, or West Bengal.
18 years or older in Andaman and Nicobar Islands, Himachal Pradesh, Karnataka, Mizoram, Puducherry, Rajasthan and Sikkim.
Alcohol is prohibited in Bihar, Gujarat, Lakshadweep, Manipur and Nagaland.
Other Countries
20 years or older in Japan, Iceland, Thailand and Paraguay
21 years or older in Cameroon, Micronesia, Palau, Solomon Islands, Sri Lanka and the US
19 years or older in Canada, Korea and Nicaragua.
25 years or older in Sweden
NO.65 What are some advantages for Facebook Pixel?
(Select all that apply)
Choose ALL answers that apply.
Explanation
You can create a pixel, and connect it to your website, to:
* Make sure your ads are shown to the right people, on the right devices, at the right moment:
Knowing how people use your website can imply what they’re likely to do next. This helps Facebook deliver ads to the people most likely to take the action you want them to take.
* Build effective advertising audiences: With Custom Audiences, you can show your ads to people based on how they’ve already interacted with your website. Using Lookalike Audiences, you can target ads to brand-new people based on their similarity to established visitors and customers.
* Measure cross-device conversions: See how customers move between devices while engaging with your content – and determine what devices they are most likely to convert on.
* Unlock additional Facebook advertising tools: Web conversion campaigns, Custom Audiences from your website, dynamic ad delivery, and metrics such as cost per lead or cost per conversion are only available to advertisers who’ve installed pixel on their websites.
* Better evaluate your return on ad spend by more precisely attributing online behaviors to your Facebook, Instagram, Messenger, and Audience Network ads.
Pixel can enable powerful, actionable, and cost-saving adjustments to ad delivery – such as only displaying brand awareness campaigns to people who’ve never visited your website, or offering limited-time discount codes to people who’ve abandoned online shopping carts.
NO.70 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.
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.
NO.71 Your client wants to launch a new mobile application for their online store.
Their primary product is the “PhotoSnap.”
With PhotoSnap, you can upload photos on their website, change the pictures with filters, and print your pictures in different sizes. Customers pay for each image they print.
The product is doing really well, so they want to improve customer’s experience by introducing a new mobile app.
Which Facebook tools should they use on their mobile app?
Select all that apply.
Choose ALL answers that apply.
Explanation
Here is a full list of SDK tools you can use on mobile apps:
