Facebook 410-101 : Facebook Certified media buying professional

You have a client's customer database with 500,000 entries from the past 5 years.
Here is the list of information you have for each entry:
- Email
- Phone Number
- Age
- Value
- Currency
- Customer Lifetime Value
The client wants you to build a lookalike audience based on customers who have profited the most during a specific timeframe. Customers usually stay with your client for 2 years.
What data do you need from the entries, and what type of audience would you build for this exercise?
Choose only ONE best answer.

• A. You should upload all of the information from customers. You can then build a custom audience with the entire database. With this database then build a similar audience to target the most profitable customers.
• B. You would need the email, age, and customer lifetime value. With this information, you could build a value-based lookalike audience optimized for reach.
• C. You would need the email, age, and customer lifetime value. With this information, you could upload a custom audience and market to them.
• D. You first need to segment the database based on the Customer Lifetime Value. With this data segmented, you should then build a custom audience and then use this as a seed audience to build a similar one optimized for similarity.
• E. You would need the email, phone number, and value. With this information, you could build a value-based lookalike audience.

Your client is posting 5 times a week, and they want you to promote each post as interaction ads, with a budget of $20 for each.
Your community manager published a post with a big grammatical mistake, but already spent $5 on the campaign for this post.
Your client calls you complaining, and you immediately tell your community manager to fix the post and re-active the campaign.
What options does the community manager have in fixing this mistake?
Choose only ONE best answer.

• A. The community manager should delete or hide the current boosted post. He/she should then post the new image and add a new ad in the previous ad set. There is no need to change the budget.
• B. The community manager should select the boosted post, change the image and re-launch the campaign.
• C. The community manager needs to post a new image and create a new campaign with a $20 budget.
• D. The community manager should delete or hide the current boosted post. He/she should then post the new image and add a new ad to the previous ad set with a $10 budget.

An online boutique jewelry is trying to maximize their investment in their Facebook campaigns; however, they see that conversions have been low. These are the initial set up of the campaign you are running:
* Campaign is optimized for conversion objective
* The attribution window is set to 1 days
* You've set up lifetime budget
* Average purchase value has been higher than expected
You are running remarketing campaigns to people who've visited the website What changes do you make in order to increase conversions?
Choose only ONE best answer.

• A. Change optimization from custom conversions to value optimization.
• B. You should increase attribution window to 7 days.
• C. Delete all remarketing campaigns
• D. Run retargeting campaigns to people who have made purchased in the past 10 days.

You just hired a new social media manager. You need to run a campaign on Instagram based on people who've downloaded a tripwire on your company's website.
The new person need to be able to create audiences and conversion ads for the campaigns you are about to launch. What roles should you give the new person?
Choose only ONE best answer.

• A. Pixel Event Manager
• B. Pixel Ad Manager
• C. Pixel Moderator
• D. Pixel Standard Access
• E. Pixel Editor

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.