Free 410-101 Sample Questions and 100% Cover Real Exam Questions (Updated 152 Questions)
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NEW QUESTION 63
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 go into location and see where current customers are really from.
- B. You should see who from that customer base is also connected to your client's fan page.
- C. 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.
- 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.
Answer: A,C,D
Explanation:
Explanation
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.
NEW QUESTION 64
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 eCPM for the video view campaign will include an additional component of the estimated click-through rate.
- B. The expected CPM can't be compared between the impressions and video views campaigns.
- 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: A,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 65
Your client has multiple locations for his/her business in 5 countries.
They want to have localized content for each country, as all 5 countries speak different languages.
What solution do you give to your client?
Choose only ONE best answer.
- A. You set up a Global Page for international presence and then create a location for each country.
- B. You can't set up multiple Fan Pages into one account on Facebook currently.
- C. You build one Fan Page and then go to Facebook and create multiple locations.
- D. You set up multiple Fan Pages for each country.
Answer: A
Explanation:
Explanation
The best solution is to create a Global Brand Page and then create multiple locations:
With Locations, businesses can:
* Help customers find a business faster
* Offer localized content
* Manage all locations in one place
* Aggregate check-ins on the Main Page
* Manage local Facebook ads
NEW QUESTION 66
You are planning on uploading a list of 5,000 customers from the same country for a current client to build a custom audience.
What are some of the best practices you need to follow when uploading a customer database to build a Custom Audience?
(Select all that apply)
Choose ALL answers that apply.
- A. For customer lifetime value rate your customers on a ranking from 1-10
- B. Always include your customers' countries in their own column in your file.
- C. Always include the country code as part of your customer's phone numbers.
- D. Include only customers with highest value order for best performance.
- E. Convert different currencies into the same one.
Answer: B,C,E
Explanation:
Explanation
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.
NEW QUESTION 67
Your client needs to get rid of inventory and wants to run a flash sale of several products.
What are some recommendations you would suggest when setting up the bidding for the offers?
Select all that apply.
Choose ALL answers that apply.
- A. You should run an accelerated delivery.
- B. You should run a standard delivery.
- C. You should set up a maximum bidding price.
- D. You should set up a minimum bidding price.
Answer: A,C
Explanation:
Explanation
Accelerated delivery is a great choice for time-sensitive campaigns.In this case: offers have specific deadlines and need to run through your budget, but not overspend.
You will always need to set up a budget, and maximum bidding costs, as required by the configuration for accelerated delivery.
Keep in mind that accelerated delivery will spend your budget as quickly as possible.
NEW QUESTION 68
Select all marketing strategies that you would suggest for the smartwatch launch.
Choose ALL answers that apply.
- A. Use conversion ads to the checkout page for new audiences.
- B. Retarget series of Facebook ads to custom audiences who have viewed the videos for conversions.
- C. Use attention-grabbing video ads on Instagram to new audiences.
- D. Create colorful, high-energy outdoor lifestyle footage of videos to perform in News Feed without sound, and highlight the visual appeal and functionality of the smartwatch.
- E. Create app install campaigns for people who have visited the website.
- F. Create app install campaigns for people who have finalized a purchase for the following 15 days.
Answer: B,C,D,F
Explanation:
Explanation
The client has three specific objectives:
* Build brand and product awareness to new audiences.
* Spur online sales of new watch.
* Get people who've bought the smartwatch to download and use their new mobile app.
In order to achieve these objectives, you should prioritize the following strategies for the product launch:
* Use videos on Facebook Feed to increase awareness, and use re-marketing strategies to people who have viewed a specific % of the videos (Objective #1 and #2).
* Use attention-grabbing video ads on Instagram to new audiences, this will allow you to re-market campaigns to website on people who have seen more than a specific % of a video (Objective #1 and #2).
* Create app install campaigns so that people will download their mobile app (Objective #3).
NEW QUESTION 69
You've recently installed the Facebook Pixel on a new website. You are not sure if the website is detecting your pixel events correctly.
What are some tools you can use to troubleshoot your pixel and make sure it's collecting your events properly?
(Select 3 that apply.)
Choose ALL answers that apply.
- A. You should install a second pixel and make sure it works properly
- B. You should check your campaigns to see if they are showing events.
- C. You can track events and debug your pixel through Facebook's Analytics dashboard
- D. You can test your events in the "Events Manager" under your Business Manager
- E. You should install the Facebook Pixel Helper chrome extension to verify your pixel event.
Answer: C,D,E
Explanation:
Explanation
There are three main ways in which you can debug your Facebook pixel:
1. Install the Facebook Pixel Helper chrome extension so you can see if the events are being tracked properly.
2. Go to your "Events Manager" page in your Business Manager and troubleshoot your pixel events
3. Use Facebook Analytics event debugging tool to troubleshoot it.
NEW QUESTION 70
Your client is interested in running a campaign for 1 month and then do a brand lift study. But, before proceeding with the study, he/she would like to understand more about it.
Select all that apply.
Choose ALL answers that apply.
- A. The difference in response between the exposed group and the control group are analyzed for results of your brand lift study.
- B. People within the test group that will view your ads become part of the exposed group.
- C. People within the control group that will view your ads become part of the exposed group.
- D. The difference between the test group and the control group are analyzed to see the results of a brand lift study.
- E. You can set up a brand lift study through your Business Manager.
Answer: A,B
Explanation:
Explanation
You can ONLY set up a brand lift study through a Facebook Account Representative.
Once a study is created, the campaign's target audience is separated into a test group and a control group. The test group contains people eligible to see your ads, and the control group contains people who won't see your ads.
The people within the test group that actually see your ads become part of the exposed group.
The exposed group and control group are then polled, and the difference in responses between the 2 groups is analyzed.
NEW QUESTION 71
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 join audiences into one ad set and run a new campaign with Instagram.
- B. You should turn off Instagram placement from both ad sets.
- C. You should switch your optimization from CPM to video views.
- D. You should create two new ad sets with Instagram as the only placement.
- E. You turn off Facebook placement from both ad sets.
- F. You should turn off Facebook placement from one ad set.
- G. You should create a third ad set with a lookalike audience.
Answer: B,D
NEW QUESTION 72
Your were hired to run campaigns for an e-commerce store that has +100 products on their website. You've created a new product catalog to run remarketing campaigns; however, your pixel is not detecting the products while users view them.
What can you do to fix this issue?
(Select two that apply)
Choose ALL answers that apply.
- A. You should run remarketing campaigns without the Facebook pixel.
- B. You can use the Product Catalog Preferences API to pair your client's pixel with the product catalog.
- C. You need to associate the client's website pixel with the product catalog in the Ad Account.
- D. You need to create a new pixel and re-upload the product catalog.
- E. You need to associate the client's website pixel with the product catalog in the Business Manager.
Answer: B,E
Explanation:
Explanation
If you want to advertise to people who have already expressed an interest in your products, you can run dynamic ads from your catalog. Dynamic ads pair images and inventory information from your catalog with signals from a Facebook pixel, which tracks activity on your website. You can also run collection ads, such as Instant Experiences, where people discover and purchase products and services through immersive mobile experiences on Facebook and Instagram. Collection ads take information from your catalog and people can tap on items to learn more about them or browse similar items.
There are several error messages when using the pixel.
Error: Pixel is not paired with a product catalog
This warning suggests that the pixel is not paired with any product catalog. It is required to specify relationship between pixels and product catalogs. For this specific question, all you need to do is connect your product catalog with your client's pixel.
There are two ways to pair a catalog with a pixel:
Business ManagerFollow these steps to pair a catalog with a pixel using the Business Manager:
* Go to business.facebook.com
* Settings page
* Choose "Product Catalogs" on the left pane
* Press "Associate Pixels" button
* Associate pixels with your product catalog.
Product Catalog Preferences APIYou can use the Product Catalog Preferences API pair a catalog with a pixel.
Keep in mind that you associate a pixel and a product catalog in your Business Manager and not the Ad Account.
NEW QUESTION 73
You've installed the ViewContent event on the blog, but your client now wants you to categorize the individual blog posts with a category.
How could you use Facebook Pixel to categorize each blog post?
Choose only ONE best answer.
- A. It is not possible to do what your client is requesting.
- B. You have to use Facebook pixel parameters in order to categorize each blog post.
- C. You have to create additional events in order to categorize each blog post.
Answer: B
Explanation:
Explanation
To categorize each blog post, you will have to use Facebook pixel parameters.
In this case, you will create a parameter under the name "category." This category will have the three choices of blog categories.
Your final ViewContent event should look like this:
<script>
fbq('track', 'ViewContent', {
category: weight_loss,
});
</script>
Below is a description of all the parameters you can use:
For more detailed information you can view the following Facebook for developers post: https://developers.facebook.com/docs/ads-for-websites/pixel-events/v2.11
NEW QUESTION 74
What is the main difference between brand marketing and direct response marketing within Facebook?
Select all that apply.
Choose only ONE best answer.
- A. With brand marketing, Facebook tries to maximize conversions.
- B. Direct Response is for top of the funnel marketing.
- C. With direct marketing, Facebook tries to maximize mobile app installs.
- D. With direct marketing, Facebook tries to minimize website conversions.
- E. With brand marketing, Facebook tries to maximize impressions, reach and frequency.
- F. Brand marketing is for top of the funnel marketing.
Answer: F
Explanation:
Explanation
Brand marketing is geared towards top of the funnel marketing. In other words, cold audiences or new markets that have not interacted with a brand or product.
Marketers are looking to optimize scalability and reach. They are NOT optimizing for specific conversions; only reach, frequency and budget.
Direct Response marketing is geared towards the bottom of the funnel marketing. In other words, warm audiences or users who have interacted with your website, Fan Page or mobile app.
Marketers are looking to optimize for specific results: online sale, lead acquisition, and so on.
NEW QUESTION 75
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 Engagement
- C. Video Views Objective
- D. Brand Awareness Objective
- E. Video Completion Objective
Answer: C
Explanation:
Explanation
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.
NEW QUESTION 76
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. Capture attention quickly in the first 3 seconds of video
- B. The video needs to have a lot of text to convey the right message
- C. Make long videos
- D. Be open to experiment, test and make changes to your videos
- E. Make sure message is easy to understand with sound off
- F. The product being featured should be featured for the majority of 30 seconds of ad
Answer: A,D,E,F
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 77
What tools can you use to determine if Facebook Pixel is detecting your event conversions?
(Select all that apply)
Choose ALL answers that apply.
- A. Facebook Custom Audiences
- B. Business Manager' Pixel Data Source
- C. Facebook pixel helper
- D. Facebook Analytics Tools
Answer: B,C,D
NEW QUESTION 78
What are three ways Facebook IQ can help you understand, prepare and help you improve your Facebook strategies and branding?
Choose ALL answers that apply.
- A. People Insights
- B. Advertising Insights
- C. Video Insights
- D. Instagram Insights
- E. Vertical Insights
Answer: A,B,E
Explanation:
Explanation
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.
NEW QUESTION 79
What campaign strategies should you follow in order to optimize your Facebook ads?
Select all that apply.
Choose ALL answers that apply.
- A. Send people to messenger and automate a chatbot or menu with directions on Waze and Google Maps.
- B. Add a "Get Directions" CTA on the campaigns in order to bring people to the stores.
- C. Use Store Visit ads in order to bring traffic to the two specific retail stores.
- D. Add map card with your page location.
Answer: A,B,C,D
Explanation:
Explanation
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.
Topic 3, In-Store and Online Retailer Audiences
One of your customers has in-store, and online, high-end t-shirts retail stores in several cities throughout the east coast (specifically in Los Angeles, San Diego, and San Francisco).
In 4 months, the company is launching a new product line. They would like to cross-sell to their existing customer base and new potential customers that have similar characteristics as their current customers.
As you upload the customer database directly from your client's CRM, you realize the following:
- 30% of the customers are between 18-24 years old.
- 64% of the customers are between 25-34 years old.
- 6% of the customers are between 35-44 years old.
- 59% are women.
- 41% are men.
- 66% are college educated and above.
- 78% are married.
NEW QUESTION 80
An ecommerce site wants to increase conversion along their sales funnel. They've implemented several pixel events that are working properly; however, they are concerned that conversion costs are high and there is audience overlap.
They've verified with the Facebook pixel helper and events are working properly.
They have the following events on their site: ContentView, AddToCart, InitiateCheckout and Purchase Two core audiences have campaigns running for traffic objective All pixel events have remarketing campaigns What changes and suggestions to your audiences can you make in order to reduce audience overlap?
(Select three that apply)
Choose ALL answers that apply.
- A. Your InitiateCheckout audience should exclude the core audiences.
- B. The ad set running the AddToCart event should include all InitiateCheckout and Purchase events from last 60 days.
- C. The ad set running the Purchase event should include InitiateCheckout and AddToCart events from previous 60 days.
- D. You should use Audience Overlap to make sure there is no overlap between the two saved/core audiences you are using.
- E. The ad set running the purchase event should exclude all purchase events from last 30 days.
Answer: C,D,E
NEW QUESTION 81
What are some advantages of a statistical attribution model versus a rules-based attribution model?
Choose only ONE best answer.
- A. Are cookie based model that is more effective in measuring your marketing campaigns.
- B. Use algorithms to determine credit for each touchpoint in the user flow.
- C. You select where along the path you want to assign credit for the conversion.
- D. Credits one touchpoint according to a specific rule.
Answer: B
Explanation:
Explanation
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 results-driven MTA.
NEW QUESTION 82
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 placement to include Facebook.
- B. You should change the bidding to reach and frequency.
- C. You should change the ad type to sequential messaging.
- D. You should change the target market to females.
Answer: A,B,C
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 83
A car dealership wants you to promote specific cars that have not been doing well.
Sales are down and they would like for you to promote a video showing the dealership, benefits and several cars to maximize reach of people living close to the area.
Your client would also like for you to create a lead ad from the people who've seen the video.
What kind of audiences do you need in order to achieve your client's request?
Choose only ONE best answer.
- A. A core audience + a lookalike audience.
- B. A core audience + an engagement audience
- C. A lookalike audience + an engagment audience
- D. A core audience + a website audience
- E. A lookalike audience + a website audience
Answer: B
NEW QUESTION 84
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