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Facebook Certified media buying professional Sample Questions (Q107-Q112):

NEW QUESTION # 107
What is the biggest difference between doing a 1% versus a 6% similar audience?
Choose only ONE best answer.

  • A. A 1% similar audience is optimized for similarity whereas a 6% is optimized for reach.
  • B. There is no difference. The 6% audience will only be a larger audience that excludes the 1% audiences.
  • C. A 6% would include several countries whereas a 1% would only include one country.
  • D. A 6% similar audience is optimized for similarity whereas a 1% is optimized for reach.

Answer: A

Explanation:
Explanation
On a scale of 1-10, the smaller numbers are optimized for similarity whereas higher numbers are optimized for reach.
Regardless whether you use 1 or 10; you can select one or multiple countries.


NEW QUESTION # 108
You are researching the launch of a new product and want to cross-sell to your current customer base to see if there is an audience that could be a good fit for the new product.
You need to better understand the behaviors, demographics, and investigate several audiences for your client.
Which audiences do you analyze in Audience Insights?
Select all that apply.
Choose ALL answers that apply.

  • A. People who have viewed a view post on your Fan Page.
  • B. You should upload a customer database and analyze their behaviors.
  • C. You should research people connected to your Fan Page.
  • D. You should research all users on Facebook with certain characteristics that match your target market.

Answer: C,D

Explanation:
Explanation
Audience Insights allows you to analyze and learn more about potential new markets and your current followers.
You can learn about their geography, demographics, lifestyle, purchase behavior, and much more.
As of 2018, you can NO LONGER analyze customer databases on Audience Insights.
Here is a list of audiences you can analyze in Audience Insights:

Here is an example of how insights report the information:


NEW QUESTION # 109
Your client wants to improve the results of your ads, so they suggest to increase the bidding.
You explain to them that multiple factors affect results; bidding is only one of them.
What are the other factors that affect your ad results?
Select all that apply.
Choose ALL answers that apply.

  • A. Advertiser bid
  • B. Quality Ranking
  • C. Ad Quality
  • D. Estimated Action Rates
  • E. Conversion Rate Ranking
  • F. Frequency
  • G. Relevance

Answer: A,C,D,G

Explanation:
Explanation
The four main factors that affect your ad in an auction are the following:
* Advertiser Bid: How much you value the results you are trying to obtain.
* Estimated Action Rates: How likely Facebook thinks a given person will take action on your ads.
Estimated action rates are based on the person you're reaching historical data and your ad's historical data performance.
* Ad quality: Basically this comes down to your images or creative. The better the ad image, video or design, the more appealing it will be to your target audience; thus, increasing the ad quality.
* Relevance: If ads are getting negative feedback or are not getting actions, your relevance will be much lower.
Ad relevance diagnostics aren't inputs into the ad auction:
* Quality Ranking: How your ad's perceived quality compared to ads competing for the same audience.
* Engagement Rate Ranking: How your ad's expected engagement rate compared to ads competing for the same audience.
* Conversion Rate Ranking: How your ad's expected conversion rate compared to ads with the same optimization goal competing for the same audience.
Facebook uses user value, not any of the ad relevance diagnostics in calculating Total Value. Just keep in mind that the Relevance Diagnostics is an output of all of the metrics above; NOT an input.
Frequency is only a metric as a result of your ads and relationship between reach and impressions.


NEW QUESTION # 110
What are some of the benefits of using offline conversion events to track store purchases?
Select all that apply.
Choose ALL answers that apply.

  • A. Measure cross-channel conversions.
  • B. Deliver ads to people based on users who generate the most revenue.
  • C. Integrate your offline events with website conversions.
  • D. Create custom audiences from offline events.

Answer: A,B,D

Explanation:
Explanation
There are some advantages of using offline event tracking for physical stores.
* You can measure cross-channel conversions. In other words, you are able to measure your marketing efforts done on Facebook and Instagram at the same time as well as multi-device. So if a user logs into his Instagram account on his phone but also sees an ad on his Facebook Newsfeed on their computer, you can track those conversions.
* You can use this data to build custom audiences for re-marketing efforts and bring in existing customers back to the store.
* You can do long-term value campaigns as you can segment users based on purchasing behaviors and not just demographics or interests.


NEW QUESTION # 111
What roles within your Business Manager can view insights for your Page in Audience Insights?
(Select all that apply)
Choose ALL answers that apply.

  • A. Page Advertiser
  • B. Fan Page Analyst and Ad Account Admin
  • C. Fan Page Admins
  • D. Page Analyst
  • E. Ad Account Admins

Answer: A,C

Explanation:
Explanation
If you want to view insights for your Page in Audience Insights, you must at least be a Page Advertiser.


NEW QUESTION # 112
......

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