410-101: Meta (Facebook) Certified Media Buying Professional Answers

410-101: Meta (Facebook) Certified Media Buying Professional Answers

This exam identifies candidates who possess advanced competency in the skills, tools, advertising policies, and best practices required to buy ads on Facebook, Instagram and Messenger.

 

Prepare your exam with more practice questions with explanations:

 

 

 

 

Practice Test - Media Buying - A

 

 

In order to throttle delivery based on weather conditions, working with a Facebook Marketing Partner (FMP) would be necessary, as Facebook does not have an out of box buying solution or product that starts/stops ad delivery based on weather conditions. By working with an FMP, an advertiser could build a custom solution that better fits their specific weather-related use case.

 

To run ads using an Instagram handle, the Brand Admin will need to associate the ad account with the handle in Business Manager. They should first add the Instagram business account to Business Manager, and then associate it to the ad account already existing in Business Manager.
Add an Instagram Account to Your Business Manager

 

 

The right bid strategy can help you get measurable business outcomes such as increased total sales, customers or brand reach. When you decide on a bid strategy, it’s important to identify how you measure success for your business. Bidding for conversion will help maximize the number of results for your budget, and decreasing the bid will help lower your cost per conversion.

 

Small to large businesses use Business Manager to organize their business assets and information in one place. They can use Business Manager to control their Facebook assets and make sure the right people have the correct access. In the event an agency changes over time, businesses should have complete jurisdiction over their assets.

 

Separating ads into their own specific ad sets with their own specific spend is the best way in this scenario to ensure equal delivery to make this a true A/B test. This method generally requires less budget, can pick relatively good ads to deploy, and maximizes test fairness by measuring revenue spent (not CPA/ROAS) to evaluate performance.

 

Automatic Placements allows our delivery system to make the most of a budget. It will deliver an advertiser's ads on all placements available helping them find a wider audience. Because the system can choose results from the widest range possible, automatic placements are typically the most efficient use of a budget and help control costs.
Why We Recommend Automatic Placements

 

In order to run lead ads on Facebook or Instagram, you must review and accept the Lead Ads Terms. If you run lead ads on multiple Facebook Pages, you must accept the Lead Ads Terms for each Page. If you choose to use custom questions in your Instant Form, you must also follow these Advertising Policies. As a part of our policy, ads must not request government-issued identifiers, including Social Security numbers, passport numbers or driver's license numbers without our prior permission.

Lead Ads

 

When you create ads for mobile, images and videos should cover as much screen as possible to grab attention. Choose an aspect ratio that best suits different placements and formats.

Stories ads, for example, are optimized for vertical viewing and allow you to use the full screen of mobile devices to deliver your brand message with minimal distractions in a fully immersive environment. We recommend using a 9:16 aspect ratio for videos to take advantage of the full screen, immersive format of Stories.

 

Cost cap simplifies campaign management and helps you focus on scaling volume of results while controlling costs. Previously, our bid strategies either focused on maximizing conversion volume (bid cap) or cost predictability (target cost). We've heard from businesses that in order to achieve certain campaign goals, it would be helpful to have a bid option that both controls cost and drives volume. Cost cap maximizes cost efficiency by getting you the most results, such as purchases or installs, at or below your set maximum cost per optimization event.

 

 

You can add captions to your video ads to make it easier for people to watch with the sound off. When creating your video ad in Ads Manager, you can upload your own captions or generate automated captions.

 

With an offline conversions event, you can measure how much your Facebook ads lead to real-world outcomes, such as purchases in your stores.

About Offline Conversions

 

The reach objective maximizes the number of people who see your ads and how often they see them. Choose this objective will help build brand awareness, change brand perception or show your ad to as many people in your audience as possible. Since the client did not use all of their budget, increasing the target area would increase the reach of the campaign so more people would see the ad and attend the event.

 

 

If a Custom Audience is shared with you, you can create ad sets using that audience. However, you can’t share that audience with another ad account.

 

Unlike other bid strategies that help optimize for cost, cost cap enables you to set the max CPA/CPI you're willing to pay for results, reducing complexities in managing bids while maximizing your campaign results.

 

Moving the optimization to add to cart will help with underdelivery and decreasing CPA because it will allow the ad set to get through the learning phase. If your conversion event happens fewer than 50 times in a week, consider optimizing for an event that occurs more frequently, like add to cart.

 

Since the game is localized in five languages, the advertiser should use the dynamic language optimization to increase users as this feature will enable them to run the same ad in a single ad set in up to five different languages. Additionally, by broadening the targeting, the advertiser can find new users and ultimately increase app installs.

 

 

When you optimize for value, we use machine learning to predict how much ROAS a person may generate. We then use this prediction to bid for your highest value customers. When you optimize for value, you can set a minimum ROAS control, which tells our delivery system to only bid if we can achieve at least your minimum return on ad spend amount.

 

URL parameters can help advertisers understand the effectiveness of their ads. In this case, the advertiser can use dynamic URL parameters to identify where the ad traffic is coming from and which audiences helped drive a conversion. Dynamic parameters are helpful because they provide an automated way to populate the values of parameters based on information advertisers provide when setting up their ads.

 

By installing a new event at the end of the form and optimizing towards this event, the algorithm will try to find users which tends to fill the whole form, not to the ones that quit before sending it.

 

 

The brand awareness objective allows advertisers to show ads to people who are more likely to recall them. Having two Ad Sets and two Ads within a Brand Awareness campaign will allow the airline to understand the best performing audience and best performing ad.

About the Brand Awareness Objective

 

The current Ad Set setup is unnecessary and inefficient. The media buyer can improve the performance of the campaign by combining the ads sets and by leveraging automatic placements. That is because when a campaign launches, each ad set goes through an initial learning phase to help optimize each ad set’s performance. Running too many ad sets at the same time means each one gets fewer results. This leads to fewer ad sets exiting the learning phase and more budget spending before the delivery system can fully optimize performance. Additionally, automatic placements allows our delivery system to make the most of a budget and improve results.

 

You can create an Engagement Custom Audience based on people who saw your video on Facebook or Instagram to target people who viewed your first campaign, which will help you build brand awareness. Engagement Custom Audiences include videos delivered to Feed, Stories and other eligible placements on Facebook and Instagram.

Create a Video Engagement Custom Audience

 

The traffic objective is designed to drive people to your website or app. Using the Traffic objective, they can create a campaign that encourages people to visit their site to learn more. To get the largest audience, it's best to keep the targeting more broad (18+). Adding an interest-based audience, like people interested in shoes, will limit the reach.

 

Reach and frequency buys allow for sequenced delivery, which would enable creative assets to be delivered sequentially as defined by the advertiser. With auction buying, advertisers cannot sequence creative assets.

 

Practice Test - Media Buying - B

 

If you work with an agency or another business, we recommend that your business owns the catalog and assigns the other business as a partner.

Assign Catalog Permissions in Business Manager

 

 

Brand awareness is the campaign objective focused on increasing ad recall and brand lift indicators, such as message association.

 

 

Placement Asset Customization makes it possibly to use many different images in one single ad, adapting the appropriate ad to each placement.

 

 

 

 

 

 

A custom conversion is the only option that allows you to track unique actions like a curbside purchase from within your existing standard events.

About Custom Conversions for Web

 

 

 

 

By using the collection ad type, the advertiser can combine the video with images and links to the specific products being showed.

Make it easy for people to browse your products.

 

 

 

 

 

Changing the optimization strategy to their true goal of purchase value, instead of number of conversions, has the best chance of improving ROAS when compared to the other options.

 

 

 

 

 

Frequency controls are only available for the reach and brand awareness objectives.

 

The total value is a combination of 3 major factors: Bid, Estimated action rates, Ad quality

About Ad Auctions

 

 Old Questions and Answers

 

A jewelry advertiser wants to increase awareness of its brand among women 25-45 years old in Scotland.

Since the brand has no brand awareness in this country, it would like its ads to reach at least 45% of its target audience.

How should the media buyer set up the campaign? 

• Create an auction campaign with the Brand Awareness objective
• Create an auction campaign with the Reach objective
• Create a reach and frequency campaign with the Brand Awareness objective
• Create a reach and frequency campaign with the Reach objective

 

An advertiser is experiencing under delivery on one of its campaigns. The advertiser receives many negative reactions and comments on the ad and enlists the help of a community manager to address these comments.

What is most likely causing under delivery?

• The audience needs to be narrowed to reach a more applicable set of people
• The bid cap is too low for the holiday season
• The advertiser needs to set up a reach and frequency campaign
• The user value is affecting the performance in the auction

 

A company is launching a new product, its first product in this vertical.

• Assets: video, product detail images
• Audience: Women ages 25-55

Which objective and optimization for ad delivery should be used to achieve maximum awareness? 

• Brand Awareness objective, optimized for ad recall lift
• Engagement (post engagement) objective, optimized for post engagement
• Traffic objective, optimized for link clicks
• Video Views objective, optimized for video views

 

A company wants to encourage customers who are considering a product to make a purchase.

Which three solutions should be used to accomplish this goal? (Choose 3) 

Select All Correct Responses

• Website Custom Audiences created with Facebook pixel
• Conversions objective
• Page Post Engagement objective
• Lead generation ads

• Dynamic ads with Carousel Ads

 

An online home improvement company wants to reach its core customer base with an offer for a product at a low price. The brand wants to track how many people have claimed the offer to understand if the message is relevant to the audience.

 

Which campaign objective should be used to achieve this goal? 

• Engagement
• Conversions
• Brand Awareness
• Reach

 

A new Facebook advertiser has an agency managing its website and advertising. The advertiser is trying to streamline reporting. In order to do so, the agency needs to clean up the number of custom events on the advertiser's website.

 

What information does the advertiser need to provide the agency first?

• Ad account ID
• Active standard events
• Active custom events
• Pixel ID

 

A small technology company installs a Facebook pixel on its website's checkout page. Facebook reports 20 completed purchases during the past seven days, and the business website reports 50 completed purchases.

 

What should the media buyer do to confirm that the pixel is installed properly? 

• Install and run the Facebook Pixel Helper
• Verify reporting and pixel functionality via a third party
• Extend the attribution window to 28 days
• Install an extra piece of test code

 

A media agency receives the following client brief:

• Objective: Awareness of a new shampoo line
• Audience: Men ages 25-54, previous purchasers of shampoo
• Reach goal: 50%
• Additional information: Brand has purchase information from its previous line of shampoo

 

Which three options can help the advertiser meet its goal? (Choose 3) 

Select All Correct Responses

• Gender
• Custom Audience
• Lookalike Audience

• Age
• Interests

 

A client is launching a video campaign for an upcoming holiday sale with a goal of conversions. The campaign reaches four different groups of people in four ad sets. These ad sets consistently under-deliver on their daily budgets. Ads Manager has issued a warning regarding audience overlap.

The ad sets are as follows:

• Past online purchasers (last 120 days)
• Website visitors
• Cart abandoners (last 60 days)

 

What should the buyer change to reduce overlap? 

• Place all audiences into one ad set
• Create custom events on the Facebook pixel
• Exclude past purchasers from campaign audiences
• Switch the video creative

 

A pool accessory advertiser wants to generate online sales to new customers of its top-selling products. On average, 80% of people who visit the website buy an item. The company features the entire catalog on the website with category-level product sets and has confirmed that the Facebook pixel is working. The company launches a campaign with the following parameters:

• Objective: Conversions
• Optimization: Conversions
• Duration: June 1 to June 30
• Audience: 5 mile radius of 20 store locations
• Budget: $5,000,000
• Bid cap: $300
• Creative: Single images of each product

One week after the campaign launched, the company has only spent 5% of budget. Ads Manager is warning that the audience size is too small.

 

Which is the appropriate adjustment the advertiser should make?

• Change the radius around store locations to 1 mile
• Change to Catalog Sales objective with a broad audience
• Change optimization from conversions to value
• Change the bid cap to $150

 

A skin care company that sells a variety of products (primarily online) has recently launched a new subscription-model skin-care package and would like to encourage people who have bought products from them before to subscribe. Each subscription has a 90-day supply and a 6-month minimum contract. The company’s website has the Facebook pixel installed with the following standard events: Home Page, Product Page(s), Add to Cart, Purchase.

 

What audience would be most appropriate to help them generate subscription sales? 

• Men and Women 25-43
• Custom Audience of previous purchasers
• Lookalike Audience, based on previous purchasers
• Women 30-55

 

Refer to the chart.

Ad Name	Reach	Cost per result	Amount spent	Avg. % of video viewed	Estimated Ad Recall Lift (People)	Purchase (Facebook Pixel)	CPC (All)	Post engagement
Ad 1	607,887	$ 0.00	$ 863.42	57.71	63,400	3	$ 0.03	264,344

 

An advertiser is launching a campaign to educate people on its new products. The products are complex and require more detailed explanation than possible in the ads. So the advertiser needs to direct people to a microsite to learn more about the products. The advertiser's goal is to direct as many people as possible to this information within its limited budget.

 

Which metric should the advertiser optimize? 

• CPC (cost per click)
• Post engagement
• Estimated ad recall
• Purchase

 

A retail client is trying to upsell past purchasers of rain coats to buy rain boots. The client has the Facebook pixel installed on the site and a product catalog set up with product sets by category. The client wants to maximize purchases onsite during spring. From previous campaigns, the advertiser has learned:

• Previously viewed items tend to have a 2x conversion rate
• Sale of rain coats increases 4.5x during inclement weather
• The most successful targeting tactic is retargeting based on browsing behavior

 

Which type of creative should the client use for this campaign? 

• Additional images of rain coats
• Images from a relevant product set
• Images of any previously viewed product
• Images identified by the algorithm for broad audiences

 

A number of companies wish to create Facebook advertising campaigns to reach people over the legal age in Canada.

 

Which of the following would violate Facebook ad policies? 

• A craft brewing company with high alcohol content beer
• A home delivery app for cannabis products
• A dating service company that has received prior permission from Facebook
• An influencer that has a branded content partnership with a credit card company

 

A client appoints a new agency and wants to share its existing Facebook pixel.

 

Which tool should the client use? 

• Business Manager
• Ads Manager
• Audience Insights
• Pixel Helper

 

A retail brand launches a new e-commerce website and wants to begin advertising its product on Facebook and Instagram. The brand uses Business Manager and has connected a Facebook Page to it.

After launching its campaign with placement optimization, the brand notices that users cannot click through to its Instagram account from its Instagram ad.

 

What are two possible causes of this issue? (Choose 2)

Select All Correct Responses

• The Instagram business profile and Facebook Page are not connected
• The Instagram account is not linked to the Business Manager
• The Instagram account has fewer than 200,000 followers

• The Instagram business profile was not selected at the ad level

 

A large retailer has set up a campaign using the Reach objective with the following characteristics:

• Duration: The campaign launched two weeks ago and is ending in one week
• Placements: Facebook News Feed and Audience Network

The retailer notices that mobile is performing better than desktop but the overall frequency is too high, and the campaign is delivering at a lower rate than expected.

 

What should the retailer do to increase reach and lower costs? 

• Remove Facebook News Feed and add Instagram Stories
• Use all available placements
• Switch to the Brand Awareness objective
• Remove desktop placements

 

A media buyer is responding to a request for proposal from a popular magazine website with the following details:

• Goal: Increase monthly visitors to the website
• Audience: Males 18-45
• Creative assets: Video and images carousel available
• Additional information: Custom Audience available

 

Which optimization should be used to achieve the business goal? 

• Impressions
• Link clicks
• Daily unique reach
• Landing page views

 

A beverage brand needs to generate awareness for one of its popular beverages. The brand measures success by ad recall at each stage of the campaign and must be able to increase spend if positive results occur.

• Audience: Males 18-35, living in cities
• Budget: $1,000,000 USD
• Format available: Video

 

Which objective should be recommended? 

• Engagement
• Video Views
• Brand Awareness
• Store Traffic Objective

 

A large retail advertiser with more than 5,000 products wants to upsell to consumers who have purchased products on its website. The retailer needs to reach customers who viewed products on the website and did NOT purchase any product. The retailer wants to dynamically retarget this audience.

 

Which objective should be selected when setting up this campaign? 

• Conversions
• Traffic
• Lead Generation
• Catalog Sales

 

A new frozen yogurt store opens in a small town's retail center. The store needs to understand how its Facebook ads impact frozen yogurt sales.

 

What should the shop use to measure these in-store purchases? 

• Facebook pixel
• Store Traffic objective
• Offline Conversions
• Catalog

 

A client has launched a week-long campaign using the reach and frequency buying type and needs to deliver the ads in a sequence. There are three ads for the sequence, and the reach has been set to 60% with a frequency cap of two per seven days. The client is unable to get all three ads on the sequencing.

 

What is causing the client's problem? 

• The reach is insufficient
• The buying method is incorrect
• The ad has not been uploaded properly
• The frequency cap is insufficient

 

An online clothing store launched a campaign using the Conversions objective 2 weeks ago and is seeing mixed results. The store is optimizing for Purchases. The goal is to maximize ROAS (return on ad spend) while keeping the CPA below $110. Budget is unlimited as long as the buy yields at least 1.5x ROAS. So far, the advertiser has been testing different cost controls at equal budgets. The results are listed below.

Ad Set	Media Spend	Bid Strategy	CPA	ROAS
1	$12,000	Lowest Cost	$65	1.45x
2	$8,500	$110 Bid Cap	$85	1.6x
3	$6,000	Lowest Cost	$60	1.3x
4	$2,500	$110 Target Cost	$115	2x

 

Which change should the advertiser make to achieve its goal? 

• Decrease budget against ad set 1
• Increase bid and budget against ad set 2
• Increase budget against ad set 3
• Increase target cost against ad set 4

 

A retailer launches a campaign to generate sales of a new furniture line.

Campaign details are as follows:

• Budget: $100,000 lifetime budget
• Flight: 10 weeks
• Audience: US, English language, Women ages 25-34; Website Custom Audiences: purchasers, abandon carts and product page visits from the past 90 days
• Objective: Conversions
• Optimization for ad delivery: Conversions
• KPI: Cost per conversion
• Conversion window: 1-day click or view

The campaign launched yesterday and has served a few impressions but has minimal spend.

 

Which action should the retailer take for the campaign to start spending? 

• Optimize for impressions
• Optimize for landing page views
• Change to Reach objective
• Decrease the budget

 

A gaming client wants to maximize its return on ad spend for a given campaign.

• Ad set 1
  • Spend: $5,000
  • Conversion value: $1,000
• Ad set 2
  • Spend: $50,000
  • Conversion value: $100,000
• Ad set 3
  • Spend: $20,000
  • Conversion value: $60,000

What change should be made to achieve its goals?

• Lower the bid on ad set 3
• Shift budget into ad set 1
• Raise the bid for ad set 2
• Shift budget into ad set 3

 

A client launched a campaign using the Conversions objective. The goal was to increase product purchases across a period of 30 days. The setup was as follows:

• Bid cap: $28
• Daily budget: $200
• Optimization: Purchase event

The campaign has been underdelivering for six days with 10 purchases, with a cost per purchase of $25.

 

Which two adjustments should be made to improve purchase performance? (Choose 2) 

Select All Correct Responses

• Switch to accelerated delivery
• Decrease the budget to control return on ad spend
• Change the optimization event
• Use cost cap

 

A client is launching a campaign on Facebook. It wants to understand how many people clicked through to go to its website.

Which of the following metrics would give the client the most specific data point?

• Clicks (All)
• Unique clicks
• Outbound clicks
• Link clicks

 

An app developer has a mobile game that monetizes through in-app purchases. A large number of players are making payments, but the players quit engaging with the game after a few days. The developer decides it needs to mitigate both CPI and ROAS when buying media to account for the expected low LTV. This means that the developer buys for 20% ROAS by Day 7 and wants to maintain an average $5 CPI across all campaigns.

 

As a test, the developer wants to see if the LTV can be improved by buying slightly more expensive installs. The developer runs a Multi-cell lift test holding audiences, creatives and budgets constant across the two. In cell 1, the developer buys against the 20% Day 7 ROAS goal and $5 CPI, and in cell 2, buys only for the 20% goal ignoring CPI. The results are below:

Test cell	$ Spend	CPI	CPA(cost per engagement)	D7 ROAS	Additional CPA	Additional ROAS	% Lift in purchases
Cell 1 (ROAS and CPI)	$10,000	$4.83	$79.36	22.5%	$5.50	0.22x	102%
Cell 2 (ROAS only)	$20,000	$5.31	$67.30	21.1%	$5.15	0.28x	194%

 

What should the developer do to maximize ROAS?

• Optimize both for CPI and ROAS
• Decrease CPI threshold and continue optimizing for both
• Increase CPI threshold and continue optimizing for both
• Optimize only for ROAS

 

A retail advertiser launched a campaign in January with the following setup:

• Campaign objective: Catalog Sales
• Optimization event: Purchase
• Buying type: Auction
• Bid cap: $20
• Products in catalog: 70

The advertiser notices that the campaign did not spend the whole budget in March. However, the ROAS is still above the goal.

Refer to the following report:

Month	Website conversions	Ad set lifetime budget	Amount spent	CPA	ROAS
January	1,340	$20,000	$20,000	$14.9	4.9x
February	1,134	$20,000	$20,000	$17.6	4.1x
March	1,030	$24,000	$20,577	$19.9	3.6x

 

What should the advertiser do to avoid underspending in April? 

• Remove products from the catalog
• Choose a different optimization event
• Switch to a daily budget
• Increase the bid cap

 

A store has budgeted $4,500 for its monthly promotion and has a daily budget of $150. The store spends its daily budget in full on weekends. The promotion overall is currently $200 under budget due to underspend on weekdays.

 

What should the media buyer do for next month's campaign to make sure the promotion spends its full budget evenly throughout the flight? 

• Increase daily budgets on weekends
• Schedule ads to only run during store business hours
• Change from daily to lifetime budget
• Decrease campaign bids on the weekend

 

Facebook Blueprint Test taker tips

 

Testing Experience

 

More info about this certification: facebook.com/business/learn/certification/exams/410-101-exam?ref=ens_rdr

 

 

Meta Blueprint Certifications:

• 100-101 Facebook Certified Digital Marketing Associate Answers
• 200-101 Facebook Certified Marketing Science Professional Answers
• 300-101: Facebook Certified Creative Strategy Professional Answers
• 400-101: Facebook Certified Media Planning Professional Answers
• 410-101: Facebook Certified Media Buying Professional Answers
• 600-101: Facebook Certified Community Manager Answers

• 700-101 Facebook Certified Spark AR Creator Answers