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Facebook 410-101 is a certification exam designed to test the knowledge and expertise of individuals in media buying on the Facebook platform. Facebook Certified media buying professional certification is offered by Facebook itself and is intended to validate the skills of professionals who want to demonstrate their proficiency in Facebook's advertising tools and features.

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Facebook Certified media buying professional Sample Questions (Q139-Q144):

NEW QUESTION # 139
An apparel brand is working with you as a buyer for their new product line launch.
They would like to reach an audience of 350,000 moms in 3 different cities. They've requested for you to optimize the campaign to maximize your budget based on CPM.
Your campaign has been running for 2 weeks with the following characteristics:
You have one campaign with reach objective
The campaign is running on Facebook and Instagram
CPM costs have been above what you expected
Your campaign is running a frequency of 1.3
What change do you make in order to lower CPM costs?
Choose only ONE best answer.

A. You include Audience Network as an additional placement
B. There is nothing you can do to improve CPM costs
C. You delete Instagram from your placement
D. You change the objective to engagement
E. You delete Facebook placement
F. You add another audience

Answer: A

NEW QUESTION # 140
You are running conversion ads to an inexpensive $0.99 mobile phone app.
You've been running app install ads for some time now, and have been getting 105 downloads of the $0.99 mobile app every two weeks.
You talk with your team, and there is a huge discussion on how to properly set up attribution windows, and whether there is enough data to run conversion ads for the mobile app.
What recommendations do you give your team?
Select all that apply.
Choose ALL answers that apply.

A. You should set up a 1 day after a click attribution window.
B. You should set up a 1 day after a view and 1 day after a click attribution window.
C. There are 105 conversions every two weeks, so this number meets the minimum requirement of conversions by Facebook.
D. You should set up a 1 day after view and 7 days after a click attribution window.

Answer: B,C

Explanation:
Explanation
Is there enough data?
Facebook requires you to have at least 50 conversions per week before running conversion ads. In this case, you have 105 every two weeks. That comes out to about 52.5 every week.
So, yes, there is enough data for you to start running conversion ads for App Install.
What kind of attribution window should you run?
Keep in mind that you are running conversion ads for App Installs. There are just two options for attribution window for this type of ad:
* 1 day after a click.
* 1 day after a view and 1 day after a click (combined).
In this case, Facebook recommendation is to track both view and click attribution of 1 day.
Inexpensive products (especially mobile apps) should have smaller attribution windows. It's difficult to think that a person who downloads an app after a week can be attributed to the ad. In other words, the download was not influenced by the ads you ran a week before.

NEW QUESTION # 141
Your client has 14 stores in different cities. They are launching a new product line and would like to reach young female professionals with a 30 second video. They would like to measure the results of the campaign with ad recall lift.
What manual placement should you select for the campaign?
Select two of the following options:
Choose ALL answers that apply.

A. WhatsApp
B. Instagram
C. Audience Network
D. Facebook
E. Facebook and Audience Network

Answer: B,D

Explanation:
Explanation
Facebook recommends the following choices, broken out by campaign objective:
* Brand awareness (including Reach & Frequency buying): Facebook and Instagram
* Engagement (including Reach & Frequency buying): Facebook and Instagram
* Video views (including Reach & Frequency buying): Facebook, Instagram and Audience Network
* App installs: Facebook, Instagram, Messenger and Audience Network
* Traffic (for website clicks and app engagement): Facebook, Messenger and Audience Network
* Catalog sales: Facebook and Audience Network
* Conversions: Facebook, Messenger and Audience Network. The offsite conversions optimization goal also supports Instant Articles and Instagram Stories.

NEW QUESTION # 142
You are launching mobile reactivation campaign to re-market users who have installed the app before. Below is the information for the campaign your social media manager just launched:
Targeting: Core Audiences
Ad Units: Link ads in News Feeds
Bid Types: CPM
Measurement: Conversion pixel
How do you fix the campaign?
Select all that apply.
Choose ALL answers that apply.

A. Use Facebook SDK to measure conversions.
B. Add conversion lift tests to measure campaign results.
C. Change audiences to custom audiences.
D. Use more core audiences to increase results.
E. Change the bidding type to CPA instead of CPM.

Answer: A,C,E

Explanation:
Explanation
If you are running campaigns to re-active users who have downloaded a mobile application, the only way to measure results is through Facebook's SDK. The conversion pixel is used for websites.
You want to use CPM for brand awareness campaigns.For direct response campaigns, you want to use CPA or optimize for conversions, as you are interested in getting people to use the app.
You also want to market users who HAVE downloaded the app. To build this audience, you need a custom audience. Core audiences are for reaching out to new markets.

NEW QUESTION # 143
What are all of the mobile advertiser ID's you can utilize to build a custom audience?
Select all that apply.
Choose ALL answers that apply.

A. Facebook User ID
B. Google User ID
C. Android's Advertising ID
D. Apple's Advertising Identifier (IDFA)

Answer: A,C,D

Explanation:
Explanation
You can create ads targeting people by customer lists. One of the data sources you can use is mobile advertiser IDs.
* Apple's Advertising Identifier (IDFA): An advertising ID that Apple provides as part of iOS in its ads framework.
* Android's Advertising ID: An advertising ID that Google provides as part of Google Play services.
* Facebook User ID: If people are logged in to your app via Facebook, you can use their Facebook User ID for targeting.
You can't run Google IDs currently on Facebook to identify users.

NEW QUESTION # 144
......

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