410-101 Facebook Certified media buying professional Questions and Answers

The main insights you should be looking from a database of customers you've uploaded should be several things:

• Demographics: Information regarding the customer database, age, gender, age-groups, lifestyle, relationship status, education level, and job title.
• Page Likes: Information regarding top categories or other fan pages that people interact with.
• Location: Region, country or city for your customer database. Language that they speak.
• Activity: Device that they use to access Facebook and activity levels they have interacting with Facebook content.
• Household: Income, household price/size/market value, spending methods, and habits. 
• Purchase: Purchase behavior on several fronts. 

For this case study, you want to look at top categories, location, and spending methods that they have in order to better segment your next core audience.

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.

Your maximum ad spend will be $10,000. Keep in mind that Facebook used to have a +25% over your budget limit; however, it now stops at your campaign or account limit.

Keep in mind that you HAVE to set up an account or campaign limit in order for Facebook NOT to go over your budget. 

When you select the "boost post" option, you are optimizing campaigns for interactions (like, share, and comment). In this case, you want people to actually see the campaign. 

When you change the campaign objective to view views, you will be optimizing the ad for CPV video or 10-seconds video views.

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.

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.

Rules-based models assign credit to one or more touchpoints according to rules that we set. Think of these models as different lensthrough which you can analyze results. For example, giving credit to the first and last touchpoints (impressions and clicks) leading to a conversion. Rules-based models using people-based measurement provide deeper insights than cookies-only measurement, since multiple touchpoints are tracked and correlated with an actual person.

With rules-based models:

• You define “the rule”: How should credit be allocated?
• Results are based on your model choice.
• You choose where along the path to conversion you want to assign the credit: last click, even credit, time decay, or positional.

Statistical models use algorithms to determine credit for each touchpoint. These models are driven on a result (increased revenue) rather than an assumption of where to assign credit. They use all available data to determine which ads increase revenue. Like rules-based models, statistical models are far more effective at analyzing past results and predicting future results when using a people-based measurement tool.

With statistical models:

• Algorithms define the credit allocation.
• Results are dynamic and learn from historical data.
• They're also referred to as algorithmic MTA, data-driven MTA, and results-driven MTA.

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:

There are some ways you can automate the influx of data coming from offline sales.

The following options are currently available on Facebook's platform:

• Use a Point Of Sale provider to integrate offline conversions.
• Use digital receipts instead of printed receipts to enable offline conversions.
• Integrate your CRM system with your offline conversions.
• Collaborate with another Facebook Marketing Partner to measure offline conversions.

Whenever you want to bring traffic to a physical location, you want to use In-Store Visit ads as you can set up different types of call to actions to give directions. 

Ad formats including image, video, and carousel can generate instant awareness of the nearest business location and provide information the customer needs to get there.

A native store locator is available for carousel.The store locator makes ads more useful for consumers by putting contact information and openings hours of nearby stores only one tap away.

You can also add map cards with your page location and use URL to send people to maps.

A landing page view:

• Has a fixed short attribution window and is only attributable to a link click (unlike a custom conversion which could be attributed to a click or a view)
• Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)
• Uses the PageView event, so it's available as part of the Facebook pixel base code (unlike a custom conversion, which requires you to set up a ViewContent custom event)

You can use Target Cost Bid for:

• App Installs
• Lead Generation
• Conversions
• Catalog Sales
• Store Visits

You can use Lowest cost Bid for:

• Brand Awareness
• Reach, Traffic
• Post Engagement
• Page Likes
• Event Responses
• App Installs
• Video View
• Lead Generation
• Messages
• Conversions
• Catalog Sales
• Store Visits

If you meet each of the following prerequisites, you can:

• The ads sets you want to optimize for value are part of a Conversions campaign
• You have a Facebook pixel implemented
• Your pixel has the Purchase Standard Event and it's sending us the value and currency parameters (learn how to set this up, or learn more about standard events)
• Your ad sets are able to deliver consistently (a good benchmark for this is getting about 50 purchase conversions per week per purchase-conversion-optimized ad set)
• Your ad sets send us several different values over the course of the day (ex: someone may buy $10 worth of product while someone else may buy $50). This helps us determine who to show your ads to to generate the most value.

Since you are trying to increase sales on a short period of time, you want to reach out to users who've interacted recently with your client's content and initiated a checkout process.

In this case, you want to launch campaigns for two specific audiences:

1. People who've registered but have not finalized the checkout process. This audience is probably your "low-hanging" fruit. Someone who has registered, but has not completed payment, probably just needs a small push to complete the purchase. 

2. Users who have read specific content related to client's products, are probably the second best audiences you should reach. These are users who have shown interest in your client's products and might be interested in making a purchase. 

You don't want to run the campaign on new audiences yet. So running a campaign to a saved or similar audience is not the right choice for your first campaign.

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.