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410-101 Questions and Answers

Question # 6

What are some of the benefits of using offline conversion events to track store purchases?

Select all that apply.

Choose ALL answers that apply.

A.

Measure cross-channel conversions.

B.

Create custom audiences from offline events.

C.

Deliver ads to people based on users who generate the most revenue.

D.

Integrate your offline events with website conversions.

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Question # 7

What can you expect from an MTA Partner Program within Facebook Measurement Partners?

Choose ALL answers that apply.

A.

Measure lift in sales using partner-based ROI measurement solutions.

B.

Measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.

C.

Aggregated reporting across multiple mobile ad networks, powered by Facebook attribution data.

D.

People-based multi-touch attribution reporting across all publishers, including Facebook.

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Question # 8

Your client is running a marketing campaign both on TV, Facebook, and Instagram.

They plan to run a campaign for 3 months and spend $50,000 online, plus $100,000 on TV placement ads.

Your client wants you to propose a method to better measure the reach of the campaign to a specific audience. They also want delivery recommendations to optimize the impact that the campaign is having.

What is the best measurement solution for this?

Choose only ONE best answer.

A.

Nielsen DAR

B.

Nielsen TAR

C.

Audience Insights

D.

Millward Brown Brand Lift

E.

Nielsen Brand Lift

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Question # 9

What are all the different aspects of a campaign you can change at the ad set level? (Select all that apply) Choose ALL answers that apply.

A.

Ad Type

B.

Audience

C.

Dynamic Creative

D.

Offer

E.

Placement

F.

Image

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Question # 10

What are the different placements you can select in a campaign?

Select all that apply.

Choose ALL answers that apply.

A.

Instagram Feed

B.

Audience Network Rewarded Videos

C.

Facebook Messenger Sponsored Messages

D.

Facebook Video Feeds

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Question # 11

You are running a raffle for one of your clients who runs a tour operator. They are offering a limited free weeklong vacation family package to China.

The total value of the package is of $8,000.

Your community manager runs a video ad (boosted post) promoting the raffle with the following titles and subtitles:

  • Title: Like our Page to automatically enter the raffle for a free trip to China
  • Subtitle: Like this ad to see the video and enter the raffle
  • After 2 hours of running the ad, you get a notification that Facebook rejected your ad.

What changes do you need to do to re-run the ad?

Select all that apply.

Choose ALL answers that apply.

A.

Facebook does not allow you to request people to like a video to enter a raffle. You should change the subtitle to "Enter the raffle for a free trip to China."

B.

You should just change the image in the current post on your Fan Page and re-activate the ad.

C.

You should hide the current post and post a new video with the new titles.

D.

You should change the title so that it does not require people to like your client's Fan Page.

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Question # 12

You've run a campaign to promote a new book with multiple ads; however, one of the ads was not approved.

The book is targeted for teens ages 14-18. You sit down with your community manager and realize the ad had a title of "Books for 14-18 Teens."

What do you tell your community manager?

Choose only ONE best answer.

A.

To appeal the ad and try to run it again.

B.

That the title is not acceptable according to Facebook Ad Terms as it implies that you know the users’ age.

C.

You should change the image of the ad and re-launch it.

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Question # 13

Which of the following statements is true about in-stream video placement?

Choose only ONE best answer.

A.

Videos running on Facebook-only placement can be up to 90 seconds.

B.

Videos running on Facebook only in-stream placement can be up to 45 seconds.

C.

Videos running on Audience Network only in-stream placement can be up to 180 seconds.

D.

Videos on Facebook and Audience Network in-stream placement together can be up to 90 seconds.

E.

Videos on Audience Network only in-stream placement must have at least 5 seconds.

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Question # 14

You are running a video campaign for your client. The video has the following characteristics:

  • Video has a length of 4 minutes
  • The video has subtitles
  • The video has influencers utilizing the product after 30 seconds in the video
  • The video requires music in the first 10 seconds

What changes would you suggest your client to make?

(Select three that apply)

Choose ALL answers that apply.

A.

Tag influencers in the video.

B.

Reduce video length to 1 minute.

C.

Take off subtitles

D.

Change video so that it does not require sound in the beginning

E.

Add thumbnail image with less than 20% text

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Question # 15

A local coffee shop is running traffic to a landing page for a new promotion. People who sign up in the landing page can enter a change to win free coffee coupons.

What are recommendations you make in order to optimize the landing page?

(Select all that apply)

Choose ALL answers that apply.

A.

Connect the branding in your client's ad with that of the landing page.

B.

Delete all excessive pop-ups in the landing page.

C.

Add a thank you page to the landing page.

D.

Present offer upfront in your ad copy and creative.

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Question # 16

You just hired a new Social Media Manager. If you give him/her access to your Fan Page as administrators, will they also have ownership of the Fan Page?

Choose only ONE best answer.

A, Yes. Once you give administrators access to the Fan Page, they also become owners of the account.

B. Yes, but only if they are also employees of the Business Manager Account.

C. No, since they are employees and not administrators at the Business Manager Account.

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Question # 17

What are some benefits of MTA?

Choose ALL answers that apply.

A.

Helps you understand cross-device path to conversion.

B.

Can analyze and compare publishers and campaign performance

C.

Shows that the last touch model has no limits

D.

Shows that attribution window is always tied to a last touch model

E.

Gives credit to multiple impressions and clicks on the path to conversion.

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Question # 18

You are planning on running a brand lift study for your client, what are some of the metrics you can measure through the study?

Choose only ONE best answer.

A.

Percentage point lift, message association, and cost per click.

B.

Percentage point lift, message association, favorability, and cost per click.

C.

Percentage point lift, cost per estimated incremental person who remembers your ads, and estimated incremental number of people who remember the ad.

D.

Cost per click, cost per mile, percentage point lift, and video views.

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Question # 19

An ecommerce site wants to increase conversion along their sales funnel. They've implemented several pixel events that are working properly; however, they are concerned that conversion costs are high and there is audience overlap.

They've verified with the Facebook pixel helper and events are working properly.

They have the following events on their site: ContentView, AddToCart, InitiateCheckout and Purchase

Two core audiences have campaigns running for traffic objective

All pixel events have remarketing campaigns

What changes and suggestions to your audiences can you make in order to reduce audience overlap?

(Select three that apply)

Choose ALL answers that apply.

A.

Your InitiateCheckout audience should exclude the core audiences.

B.

The ad set running the purchase event should exclude all purchase events from last 30 days.

C.

The ad set running the AddToCart event should include all InitiateCheckout and Purchase events from last 60 days.

D.

The ad set running the Purchase event should include InitiateCheckout and AddToCart events from previous 60 days.

E.

You should use Audience Overlap to make sure there is no overlap between the two saved/core audiences you are using.

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Question # 20

You have a client's customer database with 500,000 entries from the past 5 years.

Here is the list of information you have for each entry:

- Email

- Phone Number

- Age

- Value

- Currency

- Customer Lifetime Value

The client wants you to build a lookalike audience based on customers who have profited the most during a specific timeframe. Customers usually stay with your client for 2 years.

What data do you need from the entries, and what type of audience would you build for this exercise?

Choose only ONE best answer.

A.

You would need the email, phone number, and value. With this information, you could build a value-based lookalike audience.

B.

You would need the email, age, and customer lifetime value. With this information, you could build a value-based lookalike audience optimized for reach.

C.

You would need the email, age, and customer lifetime value. With this information, you could upload a custom audience and market to them.

D.

You should upload all of the information from customers. You can then build a custom audience with the entire database. With this database then build a similar audience to target the most profitable customers.

E.

You first need to segment the database based on the Customer Lifetime Value. With this data segmented, you should then build a custom audience and then use this as a seed audience to build a similar one optimized for similarity.

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Question # 21

You've realized that the pixel is not properly installed on your client's website. Some events within the buying process are not being tracked by the pixel.

Your customer has a checkout process split into two different pages:

Customers have to first register

Then enter their payment info on a second page.

Which pixel events do you need to install on your client's website?

Select all that apply.

Choose ALL answers that apply.

A.

Purchase

B.

Complete Registration

C.

Add To Cart

D.

Initiate Checkout

E.

View

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Question # 22

You've recently installed the Facebook Pixel on a new website. You are not sure if the website is detecting your pixel events correctly.

What are some tools you can use to troubleshoot your pixel and make sure it's collecting your events properly?

(Select 3 that apply.)

Choose ALL answers that apply.

A.

You should install the Facebook Pixel Helper chrome extension to verify your pixel event.

B.

You can test your events in the "Events Manager" under your Business Manager

C.

You should check your campaigns to see if they are showing events.

D.

You can track events and debug your pixel through Facebook's Analytics dashboard

E.

You should install a second pixel and make sure it works properly

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