(Nov-2022) 410-101 Exam Dumps Contains FREE Real Quesions from the Actual Exam
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NEW QUESTION 22
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 then, a similar audience optimized for reach.
- C. 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. - 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: C
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 23
You've spent over $8,000 the first month of running campaigns. You go to your data and realize you are getting close to 4,000 Lead Events on the main landing page of the product; 300 Add To Cart Events; 121 Initiate Checkout; and 48 Purchase Events.
You tell your client that you will start running optimization campaigns for the second month.
Select all strategies that you should follow for the second month.
Choose ALL answers that apply.
- A. You run different conversion campaign ads for all events currently being measured on the website.
- B. Run conversion campaign ads optimized for the "Initiate Checkout Event" to people who have visited the main landing page of the product.
- C. Run traffic campaign ads to people who have initiated the checkout process but have not finalized the purchase.
- D. Run conversion ads optimized for the "Lead Event" to core/saved audiences and exclude everyone who has visited the main landing page in the past 30 days.
Answer: C,D
Explanation:
Explanation
You should never optimize conversion campaigns unless you have at least 500 events. The number of events you are getting at each stage of your funnel are key here:
* 4,000 Lead Events => you can run conversion campaigns to new audiences.
* 300 Add To Cart Events => you need to run traffic campaigns to custom audiences (web visitors).
* 121 Initiate Checkout Events => you need to run traffic campaigns to custom audiences (web visitors).
* 48 Purchase Events => you need to run traffic campaigns to custom audiences (web visitors).
Therefore, the only two strategies that apply in this case is to run conversion ads to new audiences to the "Lead Event" and traffic ads to people who have stayed at one of the other events to move them ahead in your client's online sales funnel.
NEW QUESTION 24
When should you migrate a Fan Page into Business Manager?
(Select 3 that apply)
Choose ALL answers that apply.
- A. You need to keep your business assets secure
- B. Your business has a marketing team
- C. You use a vendor.
- D. You want to control your Fan Page through your personal Facebook account
Answer: A,B,C
Explanation:
Explanation
Create a Business Manager if:
* Your business has a marketing team: You have more than one person working on your business marketing or more than one person managing your current Facebook or Instagram business presence.
* You manage assets: You manage multiple Facebook or Instagram assets such as Facebook Pages, ad accounts or apps.
* You use a vendor: You work with vendors to help create, run or manage your Pages or ads, but want your business to maintain ownership of all Pages, ad accounts and assets.
* You need control over access and permissions: You want to maintain complete jurisdiction over your assets without attributing ownership to individuals who assist your business operations.
* You want your business to grow: You want the ability to request access to other pages, ad accounts and apps, or share your pages, ads accounts, and apps with other agencies.
* You need to keep your business secure: Business Manager is currently rolling out new security safeguard tools through the new Security Center to better ensure you maintain control of your assets.
NEW QUESTION 25
Your client is interested in running a campaign with a video, but they are still not 100% sold on running Facebook ads.
Given their skepticism, they would like you to run multiple campaigns, with the same video content but the following campaign objectives:
* Optimization goal for impressions
* Optimization goal for video views
So you need to run an optimization goal for impressions and another one for video views. You will then be able to compare both campaigns through the eCPM metric.
How does the eCPM calculation differ within both campaigns?
Select all that apply.
Choose ALL answers that apply.
- A. The expected CPM can't be compared between the impressions and video views campaigns.
- B. The eCPM for the video view campaign will include an additional component of the estimated click-through rate.
- C. The eCPM for the video view campaign will include an estimated conversion rate calculated by Facebook.
- D. The eCPM for the impression campaigns will only take into account the advertiser bid per impression.
Answer: B,C,D
Explanation:
Explanation
Facebook converts all campaigns into an to enable comparison between ads with different optimization goals.
There are 3 different formulas for calculating the eCPM:
1. Optimization goal: impressions
2. Optimization goal: clickseCPM = (Advertiser bid per click) x (estimated click-through rate) x 1,000
3. Optimization goal: actions (besides clicks)eCPM = (advertiser bid per action) x (estimated click-through rate) x (estimated conversion rate)* x 1,000
NEW QUESTION 26
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.
- A. The matched and unmatched hashes are kept for 180 days.
- B. Facebook will store all data from your CRM but hash it so people can't see private info.
- C. Facebook have been audited by an independent third party, PricewaterhouseCoopers to confirm that Facebook's secure mechanisms protect advertisers' information throughout the creation, use, and storage of their Custom Audiences.
- D. When you upload a list of customer or share your customer list, it's hashed once it enters Facebook.
- E. The matched and unmatched hashes are deleted.
- F. When you upload a list of customer or share your customer list, it's hashed locally in your browser before it's uploaded to Facebook.
Answer: C,E,F
Explanation:
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.
NEW QUESTION 27
Which metrics should a brand awareness campaign use in order to measure the effectiveness of their campaign?
Select all that apply.
Choose ALL answers that apply.
- A. Reach
- B. CPM
- C. CPC
- D. Frequency
- E. Brand Lift
Answer: A,B,D,E
Explanation:
Explanation
Whenever you are doing brand awareness campaigns, you want to make sure you focus on metrics that allow you to maximize your budget for the target audience.
In this case, you want to measure CPM, frequency, impressions, and brand lift.
You don't want to use direct response metrics such as CPC as you are trying to maximize reach and frequency for your brand awareness campaigns.
NEW QUESTION 28
You've run a campaign to promote a new book with multiple ads; however, one of the ads was not approved.
The book is targeted for teens ages 14-18. You sit down with your community manager and realize the ad had a title of "Books for 14-18 Teens." What do you tell your community manager?
Choose only ONE best answer.
- A. You should change the image of the ad and re-launch it.
- B. That the title is not acceptable according to Facebook Ad Terms as it implies that you know the users' age.
- C. To appeal the ad and try to run it again.
Answer: B
Explanation:
Explanation
Personal Characteristics
Ads can't assert or imply - directly or indirectly - that you know a person's personal characteristics. This includes a person's name, race, ethnic origin, sexual orientation, physical or mental disability or medical condition, financial status, and more. You also can't call attention to perceived imperfections.
"Books for 14-18 Teens" are not acceptable because it implies you know the user's age.
Other things to keep in mind with language:
Vulgar language
Don't use obscene, profane, or insulting language. Ad text should never be rude, offensive, or bullying.
Deceptive claims
Your Facebook and Instagram ads cannot contain false, fraudulent, or misleading claims or content. Any claims that you do make have to be adequately substantiated.
NEW QUESTION 29
Why is people-based MTA attribution more effective than cookie-based last click attribution?
Choose ALL answers that apply.
- A. It allows me to measure only Instagram attribution
- B. It enables you how well your ads works with real people
- C. It provides a holistic marketing and measurement at scale
- D. It provides global cross-environment coverage.
Answer: B,C,D
Explanation:
* Real PeoplePeople-based measurement enables you to see how well your ads work with real people rather than proxies, such as cookies and device IDs. This understanding allows marketers to measure accurately across devices, publishers, browsers and in stores.
* PersistenceAdvertisers are able to leverage insights from Facebook's 1.45 billion daily, re-authenticated users, so they know they're reaching and measuring over time.1
* ScaleOur solutions provide broad, global cross-environment coverage. We're the only technology built on the insights derived from Facebook's vast community of 2.2 billion monthly active users.2
* DepthMarketers gain access to high-fidelity age, gender and geographic data to perform holistic marketing and measurement at scale.
NEW QUESTION 30
You are a digital marketing manager for a retail company and manage the Business Manager for the business.
They've added you as an Admin on their Business Manager account.
You've recently hired a new agency to run your campaigns and would like for them to launch remarketing campaigns for people who've visited a landing page to claim a coupon.
What are some steps you need to take in order to allow the agency to access the Facebook pixel?
Select 2 that apply.
Choose ALL answers that apply.
- A. You need to go to the Ad Account and assign the agency as partner.
- B. The agency needs to create a new pixel and install it to the website.
- C. Under your Business Manager' Pixels tab, you need add the agency as an "Assign Partner"
- D. Under your Business Manager' Pixels tab, you need add the agency ad account as an "Assigned Ad Account"
- E. Under your Business Manager' Pixels tab, you need add the agency's web master as a person with access to the pixel.
Answer: C,D
Explanation:
Explanation
There are several way in which you can give the agency access to your website's pixel:
* Assign the agency as a "Partner" under your Business Manager
* Assign the agency's employees as "people" with access to your pixel under the Business Manager Keep in mind that the proper way to assign an agency is through the "Partnership" tab. Therefore, what you need to do is assign them as partners and assign the pixel to the proper ad account. You don't have to add the agency's employees as those will be added when you assign the agency as a partner to your business manager.
NEW QUESTION 31
What is the biggest difference between doing a 1% versus a 6% similar audience?
Choose only ONE best answer.
- A. There is no difference. The 6% audience will only be a larger audience that excludes the 1% audiences.
- B. A 6% would include several countries whereas a 1% would only include one country.
- C. A 6% similar audience is optimized for similarity whereas a 1% is optimized for reach.
- D. A 1% similar audience is optimized for similarity whereas a 6% is optimized for reach.
Answer: D
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 32
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 #1 has the highest ROAS of 63.20
- B. Campaign #3 has the lowest ROAS of 9.95
- C. Campaign #3 has the lowest ROAS of 1.87
- D. Campaign #2 has the lowest ROAS of 1.87
- E. Campaign #2 has the lowest ROAS of 1.72
- F. Campaign #3 has the highest ROAS of 63.20
Answer: A,E
NEW QUESTION 33
Which of the following statements is true about in-stream video placement?
Choose only ONE best answer.
- A. Videos on Facebook and Audience Network in-stream placement together can be up to 90 seconds.
- B. Videos running on Facebook only in-stream placement can be up to 45 seconds.
- C. Videos running on Facebook-only placement can be up to 90 seconds.
- D. Videos on Audience Network only in-stream placement must have at least 5 seconds.
- E. Videos running on Audience Network only in-stream placement can be up to 180 seconds.
Answer: D
Explanation:
Explanation
Facebook in-stream:
* Video length: 5-15 seconds
* Objective: Video views, Reach, Brand awareness, and Post engagement
* Aspect ratio: Vertical (up to 9:16), Square (1:1), landscape (16:9)
Audience Network in-stream:
* Video length: 5-120 seconds when automatic placements is selected, 5-30 seconds when selecting in-stream placements on their own
* Objective (with automatic placements): Video views, Reach, Brand awareness, Post engagement, Conversions, Traffic, App installs, and Product catalog sales
* Objective (on its own): Video views
* Aspect ratio: Square (1:1) or landscape (16:9)
Facebook and Audience Network in-stream together:
* Video length: 5-15 seconds
* Objective: Video views
* Aspect ratio: Square (1:1) or landscape (16:9)
NEW QUESTION 34
What are some best practices for videos in Facebook News Feed that will drive the most positively impacted Ad Recall?
(Select all that apply)
Choose ALL answers that apply.
- A. The product being featured should be featured for the majority of 30 seconds of ad
- B. Make long videos
- C. Be open to experiment, test and make changes to your videos
- D. Make sure message is easy to understand with sound off
- E. Capture attention quickly in the first 3 seconds of video
- F. The video needs to have a lot of text to convey the right message
Answer: A,C,D,E
Explanation:
Explanation
In light of new test results-in combination with new research from Facebook IQ on designing effective video ads for the mobile feed- Facebook has made some updates to its mobile video creative considerations.
Facebook has added a new tip on framing and revised their suggestion on experimentation to encourage advertisers to play more as they explore storytelling through video in mobile feed.
Here are other updated video creative considerations:
* 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 35
Your client is a well recognized large brand, which has been in the market for +30 years, with a solid customer base.
The marketing brand manager wants to run Facebook ads for their new spring campaign. He/she insists on running interaction posts as the primary objective for all of the campaigns.
You explain that as a brand, they will benefit more running reach and frequency campaigns instead of promoted posts.
Select all of the reasons you give the brand manager to use reach and frequency as the primary bidding option.
Choose ALL answers that apply.
- A. Branding campaigns usually have better performance by using the reach and frequency option as you can optimize for reach, frequency, and overall budget.
- B. For brand marketing, changing attitudes and behaviors at scale will generate better results than specific actions on posts.
- C. Branding campaigns usually perform better when optimized through CPM than CPA.
- D. Reach and frequency will ensure the lowest cost per reach and cost per person impacted.
Answer: A,B,C,D
Explanation:
Explanation
Research has shown the results in terms of Ad Recall, and Brand Awareness are fairly similar in a reach versus action optimized campaigns.
However, when it comes to costs, the results are quite different. Just look at the table below:
Both campaigns had a $500,000 budget. The expected lift was quite similar, but costs changed dramatically.
Reach campaigns allow brand managers to maximize more cost efficiently their marketing campaigns.
NEW QUESTION 36
You've spent over $13,400 the seven weeks of running campaigns. You go to your data and realize you are getting close to 6,000 Lead Events on the main landing page of the product, 450 Add To Cart Events, 192 Initiate Checkout, and 73 Purchase Events.
You want to expand the ads to new audiences.
What strategies should you follow?
Select the best 2 that apply.
Choose ALL answers that apply.
- A. You should build lookalike audiences from people who have made purchases.
- B. You should build lookalike audiences from people who have initiated checkout process and add to cart events.
- C. You should build lookalike audiences from all of the website visitors.
- D. You should build similar audiences based on people who have visited the website to the main landing page of the product.
Answer: B,D
Explanation:
Explanation
You need at least 100 events or users who have made a specific action on your website for you to be able to build a similar audience.
In this case, you still don't have enough events or users who have purchased on your website (72); so you are left with two options:
* Build similar audiences based on people who have visited the main landing page of the product.
* Build similar audiences based on people who have made specific actions events on your website: Add To Cart and Initiate Checkout as they both have more than 100 registered actions.
You don't necessarily want to start building an audience from all website visitors as this might be too broad.
You want to build your audiences first based on the bottom of the funnel and then move up.
NEW QUESTION 37
What can you expect from an MTA Partner Program within Facebook Measurement Partners?
Choose ALL answers that apply.
- A. Measure lift in sales using partner-based ROI measurement solutions.
- B. Aggregated reporting across multiple mobile ad networks, powered by Facebook attribution data.
- C. People-based multi-touch attribution reporting across all publishers, including Facebook.
- D. Measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
Answer: A,B,C,D
Explanation:
Explanation
Here is a list of how Facebook Measurement Partners can help:
Partner Lift: Facebook's Partner Lift integrations leverage best-in-class vendors to measure lift in sales using partner-based ROI measurement solutions.
MTA Partner Program: Facebook offers an MTA Partner Program that enables multi-touch attribution (MTA) partners to provide people-based MTA reporting across all publishers, including Facebook.
Marketing Mix Modeling (MMM) Partners: Enable partners to better measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
Mobile Measurement Partners (MMPs): Work with one of our Mobile Measurement Partners to see aggregated reporting across multiple ad networks, powered by Facebook attribution data.
NEW QUESTION 38
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 a link directly from the Campaign Planner for them to see.
- B. You can't share campaigns in the Campaign Planner.
- C. Send an email that includes the details of the campaigns and links to it.
- D. You can send them the CSV file of your campaigns through email.
Answer: A,C,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 39
Two ad sets within your brand campaign are not responding well.
The campaign has the following details:
* Objective: Run a triple-play message strategy to drive brand association, sales awareness, and product conversion to a specific offer.
* Target: 34-55 Male Executives.
* Asset: 5 images that will be delivered sequentially.
* Ad Type: Auction on Instagram.
What change should you make for the campaign to deliver the objective?
Select all that apply.
Choose ALL answers that apply.
- A. You should change the target market to females.
- B. You should change the placement to include Facebook.
- C. You should change the ad type to sequential messaging.
- D. You should change the bidding to reach and frequency.
Answer: B,C,D
Explanation:
Explanation
Whenever you want to maximize brand awareness with multiple messages, you should use reach and frequency as the bidding type.
Keep in mind that you can program sequential content or ads within Facebook's auction. So every time you see
"sequential messages," the answer is most likely reach and frequency with sequential messaging.
For brand awareness campaigns, you should also include Facebook as placement due to its high reach.
NEW QUESTION 40
You have a new customer that owns a resort franchise with hotels in more than 6 countries in the Caribbean.
They have done some TV ads to market new segments in the US and Europe, but have not been able to get people who visit their website to book a week-long vacation.
Your client would like for you to encourage people who visited the website to complete a new transactions/purchase.
What type of ads would you launch in order to achieve this goal?
Choose only ONE best answer.
- A. Conversion and traffic ads.
- B. Conversion and product catalog sales / dynamic ads.
- C. Post Engagement and brand awareness ads.
- D. Traffic and store visit ads.
- E. Video Views, lead generation, and traffic ads.
- F. Traffic and conversion ads.
Answer: B
Explanation:
Explanation
Keep in mind that the client wants to encourage people to finalize booking on their site. So you are looking at conversion or bottom of the funnel ads.
In this case, you need to launch conversion and dynamic ads in order to get the most results and optimize campaigns based on specific results on the website.
Be careful in these type of questions, look for phrases like "people who've visited the website" and "complete a new transaction." Traffic ads would be valid for new traffic generation; however, this client wants to focus specifically on conversions. You also want to use dynamic ads since your client has multiple locations so that you can optimize ads by location with their audience.
NEW QUESTION 41
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