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Facebook Certified media buying professional Sample Questions (Q106-Q111):

NEW QUESTION # 106
You need to share a customer database to your agency but your lawyer is concerned with privacy and sharing your customer data. You've built a custom audience and will share this audience with your agency.
What different type of access is NOT allowed within Facebook platform when sharing audiences with third parties?
Choose only ONE best answer.

• A. Targeting only
• B. Insights only
• C. Targeting and Insights

Answer: B
NEW QUESTION # 107
You are running an acquisition campaign for your client. Which of the following audiences apply for this campaign?
Select three that apply.
Choose ALL answers that apply.

• A. Post Engagement Audiences
• B. CRM customer database audience
• C. Core Audiences
• D. Website Traffic through Facebook pixel audience

Answer: A,B,D Explanation:
Explanation
It's really important to understand how Facebook defines its marketing funnel:

The only audiences that apply for the acquisition phase are the custom audiences.
NEW QUESTION # 108
Why is people-based MTA attribution more effective than cookie-based last click attribution?
Choose ALL answers that apply.

• A. It provides global cross-environment coverage.
• B. It enables you how well your ads works with real people
• C. It allows me to measure only Instagram attribution
• D. It provides a holistic marketing and measurement at scale

Answer: A,B,D Explanation:
* Real PeoplePeople-based measurement enables you to see how well your ads work with real people rather than proxies, such as cookies and device IDs. This understanding allows marketers to measure accurately across devices, publishers, browsers and in stores.
* PersistenceAdvertisers are able to leverage insights from Facebook's 1.45 billion daily, re-authenticated users, so they know they're reaching and measuring over time.1
* ScaleOur solutions provide broad, global cross-environment coverage. We're the only technology built on the insights derived from Facebook's vast community of 2.2 billion monthly active users.2
* DepthMarketers gain access to high-fidelity age, gender and geographic data to perform holistic marketing and measurement at scale.
NEW QUESTION # 109
What are some benefits of MTA?
Choose ALL answers that apply.

• A. Shows that the last touch model has no limits
• B. Helps you understand cross-device path to conversion.
• C. Gives credit to multiple impressions and clicks on the path to conversion.
• D. Can analyze and compare publishers and campaign performance
• E. Shows that attribution window is always tied to a last touch model

Answer: B,C,D Explanation:
Explanation
Benefits of people-based multi-touch attribution (MTA)
* Helps you understand the cross-device, people-based path to conversion
* Provides actionable data for more efficient allocation of media spend
* Can analyze and compare publishers, campaigns, and cross-device performance
* Demonstrates the limits of only using a last touch model
* Shows what's working and what isn't among marketing channels
Attribution is the assigning of credit to a marketing touchpoint.Most digital advertisers today measure with a last click attribution model, in which the last click gets full credit for driving a conversion. In this model, even if there were five impressions and one click in the path to conversion, all credit is given to the click. In contrast, multi-touch attribution (MTA) gives credit to multiple impressions and clicks on the path to conversion.
NEW QUESTION # 110
What is the benefit of setting bid caps for your campaigns?
Choose only ONE best answer.

• A. Allow Facebook auction to evenly distribute campaign budget
• B. Get a specific target price for your campaigns
• C. Optimize campaign for best cost per result
• D. Keep your cost per result below a certain amount
• E. Get as many results for your full budget as possible

Answer: D Explanation:
Explanation
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.
NEW QUESTION # 111
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