410-101 Facebook Certified media buying professional Questions and Answers

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.

It's a newly-built website. In other words, you don't have pixel events registered in your account, or the customer has not generated enough data to launch conversion ads.You want to start first bringing traffic to the website so that you can then launch conversion ads. 

The first task is to run traffic ads to female customers as they are your largest customer base.

You should never optimize conversion campaigns unless you have at least 500 events. The number of events you are getting at each stage of your funnel are key here:

• 4,000 Lead Events => you can run conversion campaigns to new audiences.
• 300 Add To Cart Events => you need to run traffic campaigns to custom audiences (web visitors).
• 121 Initiate Checkout Events => you need to run traffic campaigns to custom audiences (web visitors).
• 48 Purchase Events => you need to run traffic campaigns to custom audiences (web visitors).

Therefore, the only two strategies that apply in this case is to run conversion ads to new audiences to the "Lead Event" and traffic ads to people who have stayed at one of the other events to move them ahead in your client's online sales funnel.

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).

These are all of the pixel events that should be installed on your client's checkout process:

1. Add To Cart: When a user adds products to their cart.

2. Initiate Checkout: When a user lands on the first registration page.

3. Complete Registration: When a user has completed the first registration page and needed to add payment info.

4. Purchase: When a user has finalized the purchase. 

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.

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.

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)

The following scenarios are examples of link clicks that may not result in a landing page views:

• A person clicks a link accidentally and closes the page before it gets a chance to load
• A person clicks a link intentionally, but the page takes too long to load and the person closes it before it finishes

If I can optimize for landing page views, should I?

It depends on your goal and/or ad format:

• If your goal is to get more traffic on a specific page (or specific pages) of your website: We recommend landing page view optimization over link click optimization, since the former can improve traffic quality. We especially recommend it if you're trying to get people to land on a page (or pages) on their mobile devices.
• If your goal is to get more conversions: We recommend trying to optimize for conversions first. However, conversion optimization does not work for everyone. A conversion-optimized ad set needs to get about 50 of the conversion it's optimized for per week (though getting even more is better) to have a chance at being effective. If your ad set doesn't get that many per week, landing page views could be an effective alternative. They're also a good choice if you don't have lower-funnel events (ex: a purchase conversion) set up with your pixel yet.
• If your goal is to get more people viewing more content on your site overall (not landing on specific destination URLs of ads): We recommend optimizing for ViewContent conversions instead of landing page views, since the former optimizes for people to view any page on your site with that event added.

Note: This means you have to add that specific event to every page you want people to view. For landing page view optimization, you only have to have the pixel base code on every page you want people to land on (we only optimize for people landing on your website after clicking from your ad).

However, keep in mind that this type of optimization is not available for ad sets in Traffic campaigns.

• If you're using an ad format (ex: Canvas, Offers, Messenger) that takes people to a Facebook page or video: We recommend optimizing for link clicks, not landing page views.

Setting a bid cap can save your ad set from overspending for an event but, at the same time, if you set your cap too low Facebook may struggle to spend your budget, and this will negatively impact the distribution of your ad.

If your primary goal is to get as many results for your full budget as possible, you should not use a bid cap. If your primary goal is keeping your cost per result below a certain amount, go for the bid cap strategy.

To start setting your bid cap use an average cost per result from prior campaigns and a daily budget that is at least five times higher than your bid cap. This is because Facebook needs at least 50 events (the learning phase) within a week to properly optimize.

If you don’t set a Bid Cap, Facebook will use the Pacing method to optimize your bid for the best results.

Pacing gives Facebook the flexibility to get you the best available results for your goals.

If you choose the lowest cost bid strategy Facebook will raise or lower your bid on an auction-by-auction basis; it’s called “discount pacing.”If you pick the target cost bid strategy, Facebook’s pacing will consist in deciding which auctions to enter and which to skip; this is the “probabilistic pacing.”

Since you’re trying to get the lowest cost per optimization event possible, Discount pacing lowers your bid when appropriate to help you get the least expensive results available. This is balanced against ensuring Facebook spends your full budget by the end of your ad set’s lifetime.

Here’s a simplified chart showing how this works with a $10 bid cap:

Since the target cost bid strategy is about stability rather than lower costs, Probabilistic pacing enters your ad set into only a selection of auctions based on the likely cost of their optimization event. Here’s a simplified chart showing how this works with a $10 cost target:

• In practice, budget pacing and bid pacing are one process. Facebook adjusts your bid or which auctions it enters based on how much budget and time are left for your ad set.
• Similarly, Facebook may increase how much budget it spends if there’s an opportunity to get many optimization events with costs aligned with your bid strategy.
• Facebook may also decrease how much budget it spends if there are few available optimization events with costs aligned with your bid strategy.

Reach and frequency campaigns have a grace period of 6 hours. After that time, you will have to create a new one and re-launch it as Facebook can't keep your fixed price.

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.

About Actions You Can Measure in Facebook Ads Reporting

An action is activity that happens on your ad (for example, someone watches your video ad) or as a result of your ad (for example, someone views your ad and then downloads an app).

Actions that occur on your ad include link clicks, outbound clicks, post engagement, video views, and more.

Actions that happen as a result of your ad include website conversions, website leads, mobile app installs, mobile app purchases and offline conversions. We attribute these actions to your ad if someone viewed or clicked on your ad within a certain period of time, as defined by your attribution window.

Facebook did a huge research back in 2015 to figure out how the video had an impact on brands when running campaigns.

To see the full report go to:  The Value of Video for Brands

They realized that video ads could have a huge impact on three aspects from a user perspective:

1. Ad Recall

2. Brand Awareness

3. Purchase Intent

The more seconds people view a video, the better metrics got.

Keep in mind that you might get questions pertaining Brand Lift studies in your exam.

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.

Facebook recommends the following choices, broken out by campaign objective:

• Brand awareness (including Reach & Frequency buying): Facebook and Instagram
• Engagement (including Reach & Frequency buying): Facebook and Instagram
• Video views (including Reach & Frequency buying): Facebook, Instagram and Audience Network
• App installs: Facebook, Instagram, Messenger and Audience Network
• Traffic (for website clicks and app engagement): Facebook, Messenger and Audience Network
• Catalog sales: Facebook and Audience Network
• Conversions: Facebook, Messenger and Audience Network. The offsite conversions optimization goal also supports Instant Articles and Instagram Stories.