410-101 Facebook Certified media buying professional Questions and Answers

Personal Characteristics

Ads can’t assert or imply — directly or indirectly — that you know a person’s personal characteristics. This includes a person’s name, race, ethnic origin, sexual orientation, physical or mental disability or medical condition, financial status, and more. You also can’t call attention to perceived imperfections.

"Books for 14-18 Teens" are not acceptable because it implies you know the user's age. 

Other things to keep in mind with language:

Vulgar language

Don’t use obscene, profane, or insulting language. Ad text should never be rude, offensive, or bullying.

Deceptive claims

Your Facebook and Instagram ads cannot contain false, fraudulent, or misleading claims or content. Any claims that you do make have to be adequately substantiated.

Your maximum ad spend will be $10,000. Keep in mind that Facebook used to have a +25% over your budget limit; however, it now stops at your campaign or account limit.

Keep in mind that you HAVE to set up an account or campaign limit in order for Facebook NOT to go over your budget. 

Keep in mind that you are running 1 campaign with 4 ad sets. Since all changes happen at the ad set level, you need to run one campaign only. 

There are 4 variables at the ad set level. So you would get the following:

Ad Set A: Bidding Option #1 + Audience #1

Ad Set B: Bidding Option #1 + Audience #2

Ad Set C: Bidding Option #2 + Audience #1

Ad Set D: Bidding Option #2 + Audience #2

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. 

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.

Facebook converts all campaigns into an effective CPM (eCPM) to enable comparison between ads with different optimization goals. 

There are 3 different formulas for calculating the eCPM:

1. Optimization goal: impressionseCPM = Advertiser bid per impression

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

One of the most powerful tools to measure sales at retail stores is to use Facebook offline events. With Offline Conversion Tracking, you can track when transactions occur in a physical business location and other offline channel, after people see or engage with a Facebook ad. 

• Use precise timestamps, including minutes and seconds to track multiple purchases.
• Use actual transaction value to see the most accurate event values on a dashboard.
• Use Order ID's or item number to include multiple items within a single transaction.

So the best strategy is to use offline events to better understand how Facebook marketing campaigns affect the retail stores.

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.

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.

If you meet each of the following prerequisites, you can:

• The ads sets you want to optimize for value are part of a Conversions campaign
• You have a Facebook pixel implemented
• Your pixel has the Purchase Standard Event and it's sending us the value and currency parameters (learn how to set this up, or learn more about standard events)
• Your ad sets are able to deliver consistently (a good benchmark for this is getting about 50 purchase conversions per week per purchase-conversion-optimized ad set)
• Your ad sets send us several different values over the course of the day (ex: someone may buy $10 worth of product while someone else may buy $50). This helps us determine who to show your ads to to generate the most value.

Here is the list of events you should install on the website:

• Purchase Event
• Lead
• View Content
• AddToCart

The website has a three-step checkout-process:

• People adding smartwatch to cart => Facebook pixel event "AddToCart."
• People go to checkout page => Facebook pixel event "Lead."
• People finalize purchase => Facebook pixel event "Purchase."

You also need to "ViewContent" event on the company's blog in order to better track interaction with specific blog content.

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).

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.

1. iOS:  You can integrate iPhones and iPads.

2. Android: All Android phones and tablets.

3. JavaScript: Works well for social plug-ins, API calls, and implementing Facebook login.

4. PHP: You can use Facebook Graph API to use the SDK.

5. Unity: All games developed under this platform work well.

6. 3rd Party: Some 3rd party partners have specific SDKs'.

7. tvOS: Is Apple TV's SDK to integrate social sharing options.

All brand lift studies will receive the following metrics by comparing the test (exposed) versus control groups:

• Estimated # of persons - is the estimated incremental number of people who remembered seeing your ad.
• Cost per incremental person - people who remembered seeing your ad (based on your budget).
• Percentage point lift - which is the difference in the percent of people who recall seeing your ad in the exposed group versus those in the control group.

All of these metrics will also be available for message association, favorability, and purchase intent.

Below is an example:

Whenever you run into audiences that have a high overlap, you should always merge both of them into one. If you run both audiences under the same campaign, you will have multiple ad sets competing against each other. 

If you have never used Facebook’s audience overlap tool, you can find it on Facebook’s Ads Manager and follow the next steps:

• Click on the Tools drop-down menu and choose Audience.

• Once there, select the audiences you want to compare, click on the Actions tab, and choose Show Audience Overlap.
• You can select multiple audiences, but you will only be able to compare one against the other at a time.In the tool, you will be able to see the number and percentage of overlapping members between them.

A second option is to completely change one of the audiences so that there is less than 25% overlap between both audiences. 

In this case, you could change audience #1 interests to something different but still related to your target market to have two potential audiences to use.