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410-101 Questions and Answers

Question # 6

You would like to optimize a 10 second long video creative for a new product. They video has the brand mentioned early on the video and your client wants you to optimize for CPVC.

Which objective should you select in your campaign?

Choose only ONE best answer.

A.

Reach objective

B.

Video Views Objective

C.

Brand Awareness Objective

D.

Video Engagement

E.

Video Completion Objective

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Question # 7

You've been working on a reach and frequency campaign for your client.

You launch the campaign at 8 AM. It's 3 PM, and you realize you need to change your audience.

How can you fix this?

Choose only ONE best answer.

A.

You can go into the ad-set and just change the audience.

B.

You need to build a new ad-set with the different audience.

C.

You need to cancel current ad set and launch a new ad set with the fix.

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Question # 8

You are running a raffle for one of your clients who runs a tour operator. They are offering a limited free weeklong vacation family package to China.

The total value of the package is of $8,000.

Your community manager runs a video ad (boosted post) promoting the raffle with the following titles and subtitles:

  • Title: Like our Page to automatically enter the raffle for a free trip to China
  • Subtitle: Like this ad to see the video and enter the raffle
  • After 2 hours of running the ad, you get a notification that Facebook rejected your ad.

What changes do you need to do to re-run the ad?

Select all that apply.

Choose ALL answers that apply.

A.

Facebook does not allow you to request people to like a video to enter a raffle. You should change the subtitle to "Enter the raffle for a free trip to China."

B.

You should just change the image in the current post on your Fan Page and re-activate the ad.

C.

You should hide the current post and post a new video with the new titles.

D.

You should change the title so that it does not require people to like your client's Fan Page.

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Question # 9

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.

Measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.

C.

Aggregated reporting across multiple mobile ad networks, powered by Facebook attribution data.

D.

People-based multi-touch attribution reporting across all publishers, including Facebook.

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Question # 10

Your client is running a marketing campaign both on TV, Facebook, and Instagram.

They plan to run a campaign for 3 months and spend $50,000 online, plus $100,000 on TV placement ads.

Your client wants you to propose a method to better measure the reach of the campaign to a specific audience. They also want delivery recommendations to optimize the impact that the campaign is having.

What is the best measurement solution for this?

Choose only ONE best answer.

A.

Nielsen DAR

B.

Nielsen TAR

C.

Audience Insights

D.

Millward Brown Brand Lift

E.

Nielsen Brand Lift

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Question # 11

What other insights from your client's customer base should you be looking for, before you create a core/saved audience from this dataset?

Select all that apply.

Choose ALL answers that apply.

A.

You should look at top categories and see what other pages people follow and interact the most so that you can use those same categories with your new core audience.

B.

You should see who from that customer base is also connected to your client's fan page.

C.

You should go into location and see where current customers are really from.

D.

You should understand what spending methods (in-store or online) your current customer base has in order to define whether you launch conversion ads or store visit ads.

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Question # 12

You propose to your client to run campaigns to the newly-built website to have lower conversion costs since the current customer base is tech-savvy and buys online.

What kind of ads should you run?

Choose only ONE best answer.

A.

You should run conversion ads targeted at women only.

B.

You should run traffic ads targeted at the entire customer database.

C.

You should run interaction posts to bring awareness to the new customer base.

D.

You should run traffic ads to the customer base but focused on female users.

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Question # 13

Your client has 14 stores in different cities. They are launching a new product line and would like to reach young female professionals with a 30 second video. They would like to measure the results of the campaign with ad recall lift.

What manual placement should you select for the campaign?

Select two of the following options:

Choose ALL answers that apply.

A.

Facebook

B.

Audience Network

C.

Instagram

D.

WhatsApp

E.

Facebook and Audience Network

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Question # 14

You've launched a campaign with the following characteristics:

You are targeting two different audiences: a core audience and a lookalike based on your customer database

The campaign is running two ad sets

You are optimizing for CPM

The campaign is running two different images with text that covers less than 20% of image size

After two weeks you realize that the CPM in Instagram are considerably higher on both ad sets than Facebook; however, only 20% of the budget was spent on Instagram. You want to gauge better Instagram performance and true CPM.

How do you optimize your campaign to achieve this goal?

(Select two that apply)

Choose ALL answers that apply.

A.

You should create a third ad set with a lookalike audience.

B.

You should turn off Facebook placement from one ad set.

C.

You turn off Facebook placement from both ad sets.

D.

You should turn off Instagram placement from both ad sets.

E.

You should create two new ad sets with Instagram as the only placement.

F.

You should join audiences into one ad set and run a new campaign with Instagram.

G.

You should switch your optimization from CPM to video views.

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Question # 15

You talk with your client and realize you need to automate the integration of offline events to properly measure the conversions.

What options do you have to automate the sales at the store with Facebook campaigns?

Select all that apply.

Choose ALL answers that apply.

A.

Use a Point Of Sale provider to integrate offline conversions.

B.

Use digital receipts instead of printed receipts to enable offline conversions.

C.

Use website conversions to integrate with offline conversions.

D.

Integrate your CRM system with your offline conversions.

E.

Collaborate with another Facebook Marketing Partner in order to measure offline conversions.

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Question # 16

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.

Create custom audiences from offline events.

C.

Deliver ads to people based on users who generate the most revenue.

D.

Integrate your offline events with website conversions.

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Question # 17

Estimated Ad Recall Lift is shown in the Results Manager for which objectives?

Choose ALL answers that apply.

A.

Brand Awareness

B.

Video Views

C.

Store Visits

D.

Post Engagement

E.

Conversions

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Question # 18

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 #2 has the lowest ROAS of 1.87

C.

Campaign #3 has the lowest ROAS of 1.87

D.

Campaign #2 has the lowest ROAS of 1.72

E.

Campaign #3 has the lowest ROAS of 9.95

F.

Campaign #3 has the highest ROAS of 63.20

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Question # 19

You need to increase traffic to a fashion magazine with your current campaigns. You are trying to decide whether to use landing page view or custom conversion.

How is a landing page view different from a custom conversion?

(Select all that apply)

Choose ALL answers that apply.

A.

Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)

B.

Uses the ContentView event, so it's available as part of the Facebook pixel base code

C.

Uses the PageView event, so it's available as part of the Facebook pixel base code

D.

Can occur multiple times per link click / view

E.

Has a fixed long 45 days attribution window

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Question # 20

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 all of the website visitors.

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 people who have made purchases.

D.

You should build similar audiences based on people who have visited the website to the main landing page of the product.

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Question # 21

After 6 weeks of running campaigns, you've spent exactly $11,958 total. You go to your data and realize that you've sold 64 smartwatches.

The mobile app works on a freemium model, where you can pay $0.99 a month for increased functionalities. From the 64 people that bought the smartwatch, 50% are paying the monthly fee.

On average people pay the monthly fee for 12 months.

What is the ROAS for this campaign so far?

Choose only ONE best answer.

A.

$3,042

B.

$3,500

C.

$4,042

D.

$4,422.16

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Question # 22

An online membership site has built two different core/saved audiences in order to reach the same niche market through two different forms of segmentations.

Your social media manager has been running ads for 2 weeks, but it seems like one campaign is using 80% of the total budget.

When you compare both audiences, there is an 84% audience overlap.

What should you do next to optimize the campaign?

Choose only ONE best answer.

A.

You should stop using the audience where you are spending 20% of the budget.

B.

You should unify both audiences into one, as your ad sets are competing with each other.

C.

You should stop spending more money on the audiences where you have spent 80% of the budget.

D.

You should continue running the ads, as they are working properly.

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