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Facebook Certified media buying professional Sample Questions (Q57-Q62):

NEW QUESTION # 57
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. Integrate your CRM system with your offline conversions.
• B. Use digital receipts instead of printed receipts to enable offline conversions.
• C. Use a Point Of Sale provider to integrate offline conversions.
• D. Use website conversions to integrate with offline conversions.
• E. Collaborate with another Facebook Marketing Partner in order to measure offline conversions.

Answer: A,B,C,E Explanation:
Explanation
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.
NEW QUESTION # 58
What are the different type of forms you can currently purchase ads on Facebook?
Choose only ONE best answer.

• A. Ad Auction, Insertion Orders, and Facebook Marketing Partners.
• B. Facebook Auction and Facebook Marketing Partners.
• C. Facebook Marketing Partners and Insertion Orders.
• D. Facebook Marketing Partners and Ad Auction.
• E. Power Editor, Ad Auction, and Marketing Partners.

Answer: A Explanation:
Explanation
There are basically three options for buying ads on Facebook:
* Facebook Marketing Partners: Formerly called PMD's are Facebook partners that help you launch campaigns outside of the Facebook interface.
* Insertion Orders (IO): This option is done directly through a Facebook Sales Representative. Usually, you will go through an IO for reach and frequency.
* Ad Auction: The most common way to purchase ads on Facebook. When you launch ads through the Ads Manager, you are utilizing the ad auction option.
Ads Manager are tools you utilize through the Ad Auction.
NEW QUESTION # 59
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 impression campaigns will only take into account the advertiser bid per impression.
• C. The eCPM for the video view campaign will include an additional component of the estimated click-through rate.
• D. The eCPM for the video view campaign will include an estimated conversion rate calculated by Facebook.

Answer: B,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 # 60
You've spent over $8,000 the first month of running campaigns. You go to your data and realize you are getting close to 4,000 Lead Events on the main landing page of the product; 300 Add To Cart Events; 121 Initiate Checkout; and 48 Purchase Events.
You tell your client that you will start running optimization campaigns for the second month.
Select all strategies that you should follow for the second month.
Choose ALL answers that apply.

• A. You run different conversion campaign ads for all events currently being measured on the website.
• B. Run traffic campaign ads to people who have initiated the checkout process but have not finalized the purchase.
• C. Run conversion ads optimized for the "Lead Event" to core/saved audiences and exclude everyone who has visited the main landing page in the past 30 days.
• D. Run conversion campaign ads optimized for the "Initiate Checkout Event" to people who have visited the main landing page of the product.

Answer: B,C Explanation:
Explanation
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.
NEW QUESTION # 61
What roles within your Business Manager can view insights for your Page in Audience Insights?
(Select all that apply)
Choose ALL answers that apply.

• A. Fan Page Admins
• B. Page Advertiser
• C. Fan Page Analyst and Ad Account Admin
• D. Ad Account Admins
• E. Page Analyst

Answer: A,B Explanation:
Explanation
If you want to view insights for your Page in Audience Insights, you must at least be a Page Advertiser.
NEW QUESTION # 62
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