[DGM 1] Facebook Ads Quiz

A sports apparel brand is hosting an in-store event for the launch of a new shoe. Because it's a summer limited edition, the brand has an aggressive sales target to achieve within three months. The digital budget is limited. The brand wants to maintain a 9:1 return on investment that is seen with shoe sales and increase awareness of this new product.

What should be the brand's primary business goal for this campaign?

• Awareness of the in-store event

• Increase sales of the new product

• Awareness of the new product

• Increase cross-selling

Answer explanation

Hint: aggressive sales target, maintain return on investment, and increase awareness of new product

A real estate company traditionally collects potential clients by dropping off flyers at homes within their local community. The information they collect goes into their CRM database. They want to grow their prospect list into their 3 neighboring counties using a Facebook campaign.

What is the most efficient strategy for the media planner to recommend in this situation?

• Store visits campaign targeting Lookalikes

• Lead generation campaign targeting a specific radius

• Traffic campaign targeting lookalikes

• Reach campaign targeting a specific radius

Answer explanation

Hint: grow their prospect list, neighboring counties

A company has historically invested in TV advertising. It isn't happy with the current campaign performance and wants to invest more in digital channels. The company is concerned about being able to predict and control advertising frequency while maintaining efficiency. Additionally, the company is concerned about brand safety and requires transparency and control over where ads are placed.

Which three Facebook advertising features should be used to meet this criteria?

1. Category and domain blocking controls

2. Interest based audiences on Facebook and Instagram

3. ThruPlay optimization for all video creative

4. Ability to manually select ad placements

5. The reach and frequency buying type

• 1, 2, 5

• 2, 3, 4

• 2, 4, 5

• 1, 4, 5

Answer explanation

Hint: predict and control advertising frequency, concerned about brand safety, transparency and control over where ads are placed

An advertiser needs to understand which types of creatives will have the most effect on its audience of females ages 25 to 54 real time and needs to make optimizations to its campaigns to maximize efficiency and success. The KPI is reach and 2-seconds Video Views.

Which two Facebook features should the media planner recommend as part of this strategy?

1. Access to Split A/B Testing

2. Real-time campaign insights via Ads Manager

3. Ability to create campaigns under the Brand Awareness Objective

4. Access to Custom Audiences

5. Ability to use Automatic Placements

• 1, 2

• 2, 4

• 1, 5

• 3, 5

Answer explanation

Hint: types of creatives, most effect on its audience, maximize efficiency and success

A local car dealership is having an annual New Year's sale. The dealership has a $3000 budget to generate awareness of the sale for the following channels as stated in the image.

Which strategy should the media planner user to incorporate Facebook in the media plan?

• Reach campaign with location targeting

• Store traffic campaign with location targeting

• Reach campaign promoting an event

• Engagement campaign promoting an event

Answer explanation

Hint: generate awareness of the sale, local car dealership

A European sports team created an awareness campaign around an upcoming game. The campaign was set up using the Brand Awareness objective and Automatic Placements with one 15-second video. The results of the campaign is as per image.

The next campaign will need to generate cost-efficient awareness among new viewers. Which audience should the planner recommend?

• Men who are sports fans

• Women who are sports fans

• Custom Audience of email marketing list

• Lookalikes of website visits

Answer explanation

Hint: Brand Awareness objective, cost-efficient awareness

A client is running a Reach objective campaign, allocating its budget by platform and placement. After three months, the client requests some recommendations to optimize reach and CPMs.

The detail is as per image.

Which should be the most cost-effective solution in terms of CPM and reach?

• Leverage automatic placements

• Scale additional budget in Instagram Stories

• Leverage Instagram feed and Instagram Stories

• Allocate 75% to feed and 25% to Stories

Answer explanation

Hint: platform, placement

An online hotel booking site wants to identify which delivery optimization will yield better business results. The company decides to run A/B testing.

Additional info:

Campaign duration: Four weeks

Budget: $400,000 total ($200,000 per cell)

Campaign objective: Catalog Sales

Audience: Broad audience

Optimization event:

Campaign A: Purchase

Campaign B: View Content

What outcome can be expected?

• Lower CPM and lower CPA will be expected on Campaign A, compared to Campaign B

• Higher CPM and lower CPA will be expected on Campaign A, compared to Campaign B

• Lower CPM and higher CPA will be expected on Campaign A, compared to Campaign B

• Higher CPM and higher CPA will be expected on Campaign A, compared to Campaign B

Answer explanation

Hint: delivery optimization, catalog sales,

A retail brand wants to create awareness of a new organic line it's introducing into its store. The brand values predictability in reach and pricing, as well as frequency control of its message. The brand has a limited budget, so it will buy ads based on how frequently it wants to reach the target audience within a selected time period. The brand agrees to pay a set price for the advertising inventory.

Which delivery cost should be used?

• CPM

• CPC

• CPV

• CPA

Answer explanation

Hint: frequency control, reach

A client's goal is to show the campaign audience its products on a storytelling line, and wants ad #2 to be delivered after ad #1 is served. The media planner wants to set the order in which Facebook delivers ads to the audience.

Which buying and delivery type should be recommended?

• Reach and frequency with sequenced delivery

• Reach and frequency with scheduled delivery

• Auction with sequenced delivery

• Auction with scheduled delivery

Answer explanation

Hint: ad #2 to be delivered after ad #1 is served.