410-101 Exam Dumps - Facebook Certified media buying professional

The followings are all of the different aspects of a campaign you can change at the ad set level:

This might be an easy one but a lot of people don't use Offers or Dynamic Creatives on their campaigns so might miss this type of question.

Keep in mind that you change audiences at the ad set level. 

Depending on the number of audiences you target, that is how many ad sets you will need.

In this case, if you have 2 saved audiences, you will need two ad sets under the same campaign. So the correct answer is 1 Campaign + 2 Ad Sets. 

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.

The return on ad spend (ROAS) for this campaign would be $1.71 or a ratio of 1.71:1 ($6,000 / $3,500).

So for every 1 dollar that the company spends on its campaign, it generated $1.71 worth of revenue.

Here is a full list of all the different measurement solutions you can currently run through one of Facebook partners. 

It's key to understand how each solution fits for different cases.

Audience Outcomes - Facebook Partners

• Nielsen DAR: Measures campaign reach across Facebook, Instagram, and other publishers.
• Nielsen TAR: Measures campaign reach across Instagram, Facebook, and television.
• Viewability Verification Partners: Verifies viewability metrics for Facebook and Instagram through best-in-class viewability partners.

Brand Outcomes - Facebook Partners

• Nielsen Brand Lift: A Nielsen product created to measure the impact of Facebook media on brand perceptions.
• Millward Brown Brand Lift: A Millward Brown Digital product that is designed to help marketers quantify the results of their advertising on Facebook and Instagram.

Sales Outcomes - Facebook Partners

• 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.

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.

There are basically three options for buying ads on Facebook:

• Facebook Marketing Partners: Formerly called PMD's are Facebook partners that help you launch campaigns outside of the Facebook interface.
• Insertion Orders (IO): This option is done directly through a Facebook Sales Representative. Usually, you will go through an IO for reach and frequency.
• Ad Auction: The most common way to purchase ads on Facebook. When you launch ads through the Ads Manager, you are utilizing the ad auction option.

Ads Manager are tools you utilize through the Ad Auction.

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.

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.

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.

It seems like the majority of the customer database are married women, between ages 25-34, who live in Los Angeles, and like fashion and shopping. 

You should use this information as a baseline to build your next core audience.You should also build a similar audience based on this new information on the three cities where the stores are at: Los Angeles, San Francisco, and San Diego.

More than 66% of the customer base is in Los Angeles, so you should definitely allocate more than 50% of your budget to this market. Unless the case said it wanted to grow specific areas, you need to allocate budget according to the data in your analysis.

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.

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.

It's within Facebook policies that it is unacceptable to run ads with the following texts:

• "Like our organization's Page to show your support for X."
• "Click 'Like' if you agree."
• "Like this ad to see the video."
• "Like our Page to automatically enter our raffle."

The following texts are acceptable:

• "Click 'Like' to connect with X."
• "Like our Page to receive updates, news, deals, etc."
• "Like John's Page to show your support."

Therefore, you need to change both the copy/text in your title and subtitle. Keep in mind that once you have boosted a post on your Fan Page, you can't make modifications. So you should hide the current one with the mistake and re-post the new video with the correct text.

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)

10-Second Video Views

The number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first.

How It's Calculated

The metric counts when your video was watched for an aggregate of 10 seconds or more, or to 97% of its length, whichever happened first. (Example: if someone watches a 5-second video for 4.85 seconds, or a 10-second video for 9.7 seconds, that counts as a 10-second video view.) People frequently drop off before the true end of a video when credits roll or content fades out, so 97% is considered to be the video’s full length.

CPVC - Cost per video completion

Cost per video completion (CPVC) is a metric that will show up on your exam. Most CPVC optimization will be video view campaign objective.

People Insights

Takes a look at understanding consumer behavior across generations, locations, devices, and time.Examples of past studies include a look at spring/summer fashion trends on Instagram, shifts in food culture on Facebook, and how people move between mobile and TV.

Advertising Insights

Examines the role of measurement in campaigns, and its influence and value in developing effective marketing.Examples of past studies include how to craft effective stories in your campaigns, how to define your most important metrics, and how streaming services have affected traditional advertising..

Vertical Insights

Analyzes consumer behavior in specific industries, including automotive, consumer packaged goods, entertainment and media, financial services, gaming, retail, technology and connectivity, and travel.Examples of past studies include the growth of auto buyers who prefer mobile shopping experiences, global mobile gaming trends, and examinations of the planning habits of international visitors to China.