Practice Test - Media Buying - B 21.09.

2023, 22:50

Completed: Sep 21 - 10:21 PM

Леся Коваленко

33 %

Assessment Results
Your Practice Assessment is now complete. Look over the results to
better understand where to focus your study efforts.

Total Points: 10/30 Correct Answers: 10/30

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Practice Test - Media Buying - B 21.09.2023, 22:50

Digital marketing Auction bid strategies Meta buying types

landscape

From business goals to Get started with data- Use data to

ad objectives driven marketing personalize at scale

Optimize targeting Define your audience Creative essentials

parameters

How creative impacts Meta Business Meta ad delivery

performance Manager

Meta Ads Manager Ad delivery Campaign reporting in

optimization across
across...
... Meta Ads Manager

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Response Details
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Section Results
CRB1.01 - Explain fundamentals of Facebook buying Points: 0/3

CRB1.02 - Align Facebook campaign to business goals Points: 1/3

CRB1.03 - Given a scenario, determine when and how to use the Facebook pixel, Points:
Conversions API, SDK, and Offline Conversions 1/2

CRB1.04 - Given a scenario, determine target audience and privacy concerns Points: 2/3

CRB1.06 - Given a scenario, determine appropriate ad format and if creative aligns Points:
with creative considerations 1/2

CRB1.07 - Adhere to Facebook policies Points: 0/1

CRB2.01 - Articulate the capabilities of Business Manager Points: 1/3

CRB2.02 - Given a scenario, choose the appropriate campaign setup Points: 1/3

CRB2.03 - Determine when and where to apply tracking parameters based on the Points:
desired business goal 1/1

CRB3.01 - Given a scenario, analyze campaign performance to determine Points:

optimization opportunities 1/3

CRB3.02 - Given a scenario, utilize best practices to optimize Facebook campaigns Points:
by adjusting advertiser controls 1/4

CRB4.02 - Given a scenario, analyze measurement study reports Points: 0/1

CRB4.03 - Given a scenario, determine how to adjust future campaigns based on Points:
campaign results 0/1

Your Responses

Question 1 of 30

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A company sells monthly subscription beauty products. +0 / 1

The company is running an online promotion for five

weeks and is using the Meta pixel.

What action should a media buyer take to improve

performance efficiently? 12408685

Turn on automatic advanced matching

Remove the existing pixel and add a new pixel

Add another pixel to help assess drop-offs

Change the standard events to custom events for more control

The correct answer was "Turn on automatic advanced matching".

Question 2 of 30 +0 / 1

A jewelry brand launches a new product line and is

running a website conversion campaign to generate
sales. The campaign conversion rate is high, and the ads
have positive engagement. The campaign is under
delivering.

Which major factor is affecting the campaign

performance? 12408685

Bid

Dates

Call to Action

Creative

The correct answer was "Bid".

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

rates, Ad quality

About Ad Auctions

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Question 3 of 30 +0 / 1

A brand wants to run a branding campaign for recent

purchasers. The brand has a Custom Audience of 40,000
purchasers. Their primary goal is to reach existing
customers and if possible, have a frequency of 2 or
below.

Which option should the media buyer use? 12408685

Auction with Brand Awareness objective

Reach and frequency with Reach objective

Auction with Traffic objective

Reach and frequency with Engagement objective

The correct answer was "Auction with Brand Awareness objective".

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

Question 4 of 30 +0 / 1

A firm has a business objective of generating leads to

maximize its profit margins.

It ran the following campaigns over the duration of two

weeks:

Campaign ROAS Total leads per week

Lead ads campaign

455% 500
(optimized for leads)

Website conversion
campaign
380% 1,000
(optimized for lead
submission)

Website traffic
campaign 54% 10
(optimized for clicks)

Reach campaign
(optimized for 1% 56
impressions)

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Practice Test - Media Buying - B 21.09.2023, 22:50

The firm would like to select the best campaign for its
business objective to use in the coming week.

Which campaign objective should the firm keep?

12408685

Lead Ads

Website Conversion

Website Traffic

Reach

The correct answer was "Lead Ads".

Question 5 of 30 +0 / 1

A small business wants to bring traffic to their new

ecommerce website. The business has Meta pixel
installed.

Which kind of optimization goal should the business

use? 12408685

Landing Page views

Link Clicks

Conversions

View Content

The correct answer was "Landing Page views".

Best Practices for Landing Page View Optimization

Question 6 of 30 +1

A client has trouble motivating customers to buy online

after viewing its video ads. The client wants to increase
purchases by re-engaging its video viewers.

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Practice Test - Media Buying - B 21.09.2023, 22:50

What objective should the media buyer

recommend? 12408685

Engagement

Traffic

Video Views

Conversions

Question 7 of 30 +0 / 1

A food-delivery service company wants to encourage

customers to order a meal. The media agency sees
fluctuations in checkouts as a result of inclement
weather and other real-time events. The company has
third-party tagging on its website so it can report on
checkouts compared to other channels. The agency,
however, does not have access to this dashboard and
only receives information from the company once a
week. The attribution window is set up as one-day click.
The company has a cost per conversion goal of $5
compared to their $10 benchmark.

What should the media buyer do before launching this

campaign to maximize performance? 12408685

Request that the Meta pixel be installed on the site

Set up custom events on the third-party pixel

Request a customer list to create Custom Audiences

Set up the campaign to optimize for conversions

The correct answer was "Request that the Meta pixel be installed on the
site".

Question 8 of 30 +1

A clothing retailer launches an ecommerce website and

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Practice Test - Media Buying - B 21.09.2023, 22:50

implements the Meta pixel. The retailer imports its

catalog data feed to Facebook and launches a campaign
with the following parameters:
Objective: Catalog Sales
Optimization: Purchase
Audience: Custom Audience of past 90-day visitors

One week after the campaign launches, the retailer sees

zero conversions.

Which step should the retailer take first?

12408685

Check if the Meta pixel is properly firing

Extend the look-back window of the campaign to 90 days

Change the optimization to landing page views

Change the campaign objective to Conversions

Question 9 of 30 +1

A CPG company recently launched a new range of

toothbrushes and wants to invest in marketing
campaigns that generate a lot of traffic to the
toothbrush section of its website. It wants to attract new
clients with a campaign on the Facebook App to reach
people who are NOT aware of its toothbrushes.

Which two tactics should the company combine to

achieve the lowest cost with the highest relevancy?
(Choose 2) 12408685

Upload a list from its CRM email database as a Custom Audience, then use
this audience for ads

Create a website Custom Audience to exclude people who have already

visited the toothbrush section

Use a Lookalike Audience starting with the people who have already visited
the toothbrush section

Use Facebook's interest-based audience with a CPC optimization to

generate efficient clicks

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Question 10 of 30 +0 / 1

A financial services client wants to increase its volume of

new credit card applications but, due to a limited budget,
only wants to target high intent customers.

Which is the most applicable targeting option based on

the client's objective? 12408685

Target its most engaged followers on the Facebook App

Build a Custom Audience and target people who have signed up for its
monthly email newsletter

Target people who watched at least 75% of its video ads showcasing the new
credit card

Build a Custom Audience and target people with incomplete applications

The correct answer was "Build a Custom Audience and target people with
incomplete applications".

Question 11 of 30 +1

A media agency ran a performance campaign with the

following five audiences over the last 30 days for its shoe
client. The agency is now planning to run another
campaign to increase new purchases as efficiently as
possible, and needs to decide which audiences it should
use again for launch in two weeks.

Purchases CPA

Past 14 day site visitors 20,000 $3.98

Shoe interest audience 10,000 $7.12

1% LAL of website
8,000 $2.75
purchasers

People who like their

25,000 $9.12
Facebook Page

Competitor interest 6,000 $8.43

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Practice Test - Media Buying - B 21.09.2023, 22:50

Which two audiences should it use in its next campaign?

(Choose 2)
12408685

Past 14 day site visitors

Shoe interest audience

1% LAL of website purchasers

People who like its Facebook Page

Competitor interest

Question 12 of 30 +1

A real estate advertiser receives notice in their account

that they are almost reaching the ad limit. The
advertiser's strategy is to run different ad sets for
Facebook feed, Instagram feed, Instagram stories and
Messenger. The assets are videos and images with small
variations.

Which solution should this advertiser use? 12408685

Placement Asset Customization

Dynamic Language Customization

Deep Funnel Optimization

Campaign Budget Optimization

Question 13 of 30 +0 / 1

A sportwear brand is running a campaign using a video of

a person playing sports wearing their latest launches.
The brand receives many comments on the campaign
from users who ask where to find information about
those specific items. The brand does not know how to
provide the product information to the viewers of their
product videos.

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Practice Test - Media Buying - B 21.09.2023, 22:50

Which ad format should the media buyer use? 12408685

Collection ads

Lead ads

Dynamic ads

Image ads

The correct answer was "Collection ads".

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.

Question 14 of 30 +0 / 1

A restaurant brand wants to launch a scheduled ad every

Thursday between 11 AM and 1 PM. The ad continues to
get rejected. The ad contains a close-up image of a fork,
knife and plate with the following copy:

you are feeling hungry

Enjoy a $5.99 lunch special every thursday from 11 AM to
1PM

Why is the ad rejected?

12408685

The ad uses personal attributes.

The ad uses a price point and day.

The ad uses incorrect grammar.

The ad is misleading.

The correct answer was "The ad uses personal attributes.".

Ads must not contain content that asserts or implies personal attributes.
This includes direct or indirect assertions or implications about a person's
race, ethnic origin, religion, beliefs, age, sexual orientation or practices,
gender identity, disability, medical condition (including physical or mental

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Practice Test - Media Buying - B 21.09.2023, 22:50

health), financial status, membership in a trade union, criminal record, or

name.

Personal Attributes

Question 15 of 30 +0 / 1

An ecommerce brand is launching a new product line and

wants to open a new ad account with a different cost
center.

Which roles in Business Manager can make these

changes? 12408685

Employee and finance editor

Admin and finance editor

Employee and finance analyst

Admin and finance analyst

The correct answer was "Admin and finance editor".

Roles for People in Business Manager

Question 16 of 30 +1

A fashion retailer starts working with a new agency to

manage their retargeting and prospecting campaigns. A
team of 3 members of the agency is going to work on the
campaigns and use the retailer's product catalog.

What should the retailer do? 12408685

Add the agency as a partner in Business Manager and share the catalog

Add the agency as admin in Ads Manager and share the saved audience

Add the agency team members in their Business Manager and share the ad
account

Add the agency team members as employees in Ads Manager and share the
catalog

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Practice Test - Media Buying - B 21.09.2023, 22:50

Question 17 of 30 +0 / 1

A business recently implemented the Meta pixel on its

website to see when people sign up for its loyalty
program. The company wants to make sure that the
standard event (lead) is implemented properly.

How should the business verify that the pixel event is

functioning properly? 12408685

Review its Events Manager dashboard

Match the offline data sets to make sure leads populate

Send a preview of the ad to News Feed

Check the setup in Business Manager

The correct answer was "Review its Events Manager dashboard".

Question 18 of 30 +0 / 1

An entertainment company is launching a movie in two

months and is planning its Meta media strategy. The
company currently has five assets:
A teaser trailer
Three follow-up videos with different messages
A short final trailer

Its goal is to create excitement about the launch by

telling a full story, so it wants the audience to view the
five assets in a particular order.

Which strategy should the company follow?

12408685

Auction campaign with Video Views objective

Reach and frequency campaign with ad scheduling

Auction campaigns retargeting video viewers

Reach and frequency campaign with ad sequencing

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Practice Test - Media Buying - B 21.09.2023, 22:50

The correct answer was "Reach and frequency campaign with ad

sequencing".

Question 19 of 30 +0 / 1

Refer to the exhibit.

Optimization
Budget Targeting Creative
Strategy

10%
Prospecting Conversion,
$5000.00 Purchase Collection
Campaign Cost Cap
LAL

A media buyer manages the social media for an online

sneaker brand's ads manager account. The brand needs
performance recommendations on how to efficiently
maximize their return on ad spend, specifically in their
prospecting campaign.

What should the media buyer do?

12408685

Change the optimization strategy to Highest Value

Double the budget to $10,000.00

Increase the Lookalike targeting to 15%

Add a video creative to run with the Collection unit

The correct answer was "Change the optimization strategy to Highest

Value".

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.

Question 20 of 30 +1

A recently launched brand is planning a campaign on the

Facebook App. The brand does not have any information
about which creatives will perform better. The brand

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Practice Test - Media Buying - B 21.09.2023, 22:50

wants to test:
2 videos and 1 image
2 calls to action
Placements: Facebook Feed, Instagram Feed, Stories
Target: males and females ages 25-35
Which campaign setup should be used?
12408685

One ad set with all the potential target, automatic placements and dynamic
creatives

One ad set per gender, automatic placement and all the creatives per ad set

One ad set per placement, all the potential target and dynamic creatives

One ad set per creative and placement with the potential target in each ad set

Question 21 of 30 +1

A retailer wants to separate the reporting for their online

sales between customers who opt in to get their orders
shipped to them from customers who choose to pick up
their orders from the store curbside.

What should the media buyer create? 12408685

A separate pixel for curbside pick-up purchases

A different ad account for online shipping purchases

A custom conversion event for curbside purchases

An in-store objective campaign for curbside purchases

Question 22 of 30 +0 / 1

A company runs four campaigns over 5 days and

generates the following results:

Budget spent Total action Value generated

Campaign 1 $750 300 $1,000

Campaign 2 $1,000 1,000 $500

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Practice Test - Media Buying - B 21.09.2023, 22:50

Campaign 3 $150 50 $100

Campaign 4 $200 80 $210

The company's business objective is to generate the

highest return for its investment.

Which campaign should the company continue using?

12408685

Campaign 1

Campaign 2

Campaign 3

Campaign 4

The correct answer was "Campaign 1".

Question 23 of 30 +1

A financial services brand is running a campaign for their

new real estate financing rates. The main goal of the
campaign is to be remembered in the market for having
"the best interest rates".

The campaign setup is as follows:

Target: Males and females, ages over 25
Campaign Objective: Video view
Creative Assets: 4 short videos

The brand receives the preliminary results for their brand

lift study, and notices no change on Ad recall and
Consideration results. The brand decides to create a new
campaign.

Which campaign objective should the media buyer use?

12408685

Brand Awareness

Messages

Traffic

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Engagement

Question 24 of 30 +0 / 1

A fabric store launches a campaign with the Traffic

objective to increase the CTR for visitors to its website.
The campaign generates 23,761 link clicks. When the
store looks at its third-party analytics from the website,
only 16,923 site visits are attributed to the campaign.

In addition to installing the Meta pixel, which step should

the store take to receive more qualified site
traffic? 12408685

Increase the budget

Extend the attribution window

Optimize for landing page views

Optimize for daily unique reach

The correct answer was "Optimize for landing page views".

Question 25 of 30 +0 / 1

A jewelry retailer launches a brand awareness campaign

for 30 days with two ads. The goal is to help potential
customers learn about the products by signing up for a
newsletter on the website. After two weeks, the average
CPC is $12. Sign-ups are lower than projected.

Which two actions should the retailer take to decrease

CPC and increase sign-ups? (Choose 2) 12408685

Decrease daily budgets

Set a frequency cap

Change the objective to Traffic

Expand audiences by adding new audience segments

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Practice Test - Media Buying - B 21.09.2023, 22:50

Deliver only one ad for the remainder of the campaign

The correct answer was "Change the objective to Traffic, Expand

audiences by adding new audience segments".

Question 26 of 30 +0 / 1

An environmental company wants to spread public

awareness of new recycling methods. The company
wants to generate downloads of a whitepaper on
recycling. The company launched a campaign to reach
three main audiences in separate ad sets to determine
which one performs the best.

Refer to the the table below:

Cost
Ad Set
Budget Impressions Clicks CPC Results per
Name
Result

Audience
$22,352.00 2,794,000 8,731 $2.56 6,279 $3.56
1

Audience
$36,514.00 5,036,413 15,739 $2.32 10,373 $3.52
2

Audience
$22,541.00 3,109,103 10,633 $2.12 9,200 $2.45
3

How should the company optimize this campaign to

most efficiently achieve the business goal?
12408685

Shift budget from Audience 1 and Audience 3 into Audience 2

Shift budget from Audience 1 into Audience 3

Shift budget from Audience 1 into Audience 2

Shift budget from Audience 1 and Audience 2 into Audience 3

The correct answer was "Shift budget from Audience 1 and Audience 2 into
Audience 3".

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Practice Test - Media Buying - B 21.09.2023, 22:50

Question 27 of 30 +0 / 1

An auto insurance carrier needs to get more prospective

policyholders to its website to complete an auto
insurance quote. The carrier implements the Meta pixel,
which fires on its website when a person clicks submit.
The campaign goal is to generate quotes as efficiently as
possible. The carrier's cost per action (CPA) on the
Facebook App is higher than other channels.

Campaign details
Optimization: Conversion
Audience: Men and women, ages 25–45, in the US, who like Facebook
Pages of competitors
Campaign budget optimization: On, $10 daily minimum spend at ad
set level
Campaign daily budget: $1,000
Placements: Automatic placements
What should the advertiser do to lower the CPA?
12408685

Add daily budget maximums to the ad set level

Turn off automatic placements

Broaden its targeting

Change the optimization to link clicks

The correct answer was "Broaden its targeting".

Question 28 of 30 +1

Refer to the exhibit.

Target Placements

Females Instagram
Ad set 1
18-25 and Stories

Facebook
Females
Ad set 2 App and
25-35
Messenger

Males 18- Instagram

Ad set 3
25 and Stories

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Practice Test - Media Buying - B 21.09.2023, 22:50

Males 25- Facebook

Ad set 4 App and
35
Messenger

Females Facebook
and App and
Ad set 5
males Audience
over 35 Network

A fitness app brand is running an app installs campaign.

More than 80% of the amount spent during the past
month is in the learning phase. They are using a lowest
cost bid strategy, optimizing by registrations and they
have 3 creative assets: a square video, a vertical video
and an image.

Which two actions should the company take? (Choose 2)

12408685

Merge all ad sets

Use Automatic placements

Develop new creatives by gender

Implement a bid cap

Change the optimization goal

Question 29 of 30 +0 / 1

A client ran a Brand Lift study on a $200,000 video

campaign for one month. The 15-second ads were shown
in News Feed, In-Stream and Stories. The statistically
significant results were:

7.0 points lift in unaided ad recall (98% stat sig)

3.2 points lift in message agreement (93% stat sig)
-2.0 points lift in consideration (34% stat sig)

The client is upset that its campaign drove negative

consideration.

How can this result be explained to the client?

12408685

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Practice Test - Media Buying - B 21.09.2023, 22:50

The whole study is inconclusive because of consideration's low statistical

significance

The video campaign caused a decrease in consideration for the exposed group

The exposed group is not more or less likely to consider the client than the
control group

The videos were too short and the budget too small to cause a lift in
consideration

The correct answer was "The exposed group is not more or less likely to
consider the client than the control group".

Question 30 of 30 +0 / 1

A brand is running a Catalog Sales campaign to their

website. The campaign is set for remarketing only.

After a few weeks running the campaign, the brand

notices that most of the products sold are from the
discount section of the website. These sales produce a
good volume of conversions, but poor ROAS results. The
advertiser is willing to reduce the total amount of
conversions to get a more efficient campaign result.

What should the media buyer recommend? 12408685

Create a new product set to remove the products with a discount and apply it
to the campaign

Create a Traffic campaign to help boost visitors on other sections of the

website

Create a custom conversion to be fired on products with a discount and

optimize towards this event

Create a Traffic campaign and remove the products with a discount and apply
it to the campaign

The correct answer was "Create a new product set to remove the products
with a discount and apply it to the campaign".

By removing the products with discount from their product set, they will
no longer show those products on their ads.

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Practice Test - Media Buying - B 21.09.2023, 22:50

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