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NEW QUESTION 25
Your client wants to improve the results of your ads, so they suggest to increase the bidding.
You explain to them that multiple factors affect results; bidding is only one of them.
What are the other factors that affect your ad results?
Select all that apply.
Choose ALL answers that apply.

  • A. Frequency
  • B. Conversion Rate Ranking
  • C. Estimated Action Rates
  • D. Relevance
  • E. Ad Quality
  • F. Advertiser bid
  • G. Quality Ranking

Answer: C,D,E,F

Explanation:
Explanation
The four main factors that affect your ad in an auction are the following:
* Advertiser Bid: How much you value the results you are trying to obtain.
* Estimated Action Rates: How likely Facebook thinks a given person will take action on your ads.
Estimated action rates are based on the person you’re reaching historical data and your ad’s historical data performance.
* Ad quality: Basically this comes down to your images or creative. The better the ad image, video or design, the more appealing it will be to your target audience; thus, increasing the ad quality.
* Relevance: If ads are getting negative feedback or are not getting actions, your relevance will be much lower.
Ad relevance diagnostics aren’t inputs into the ad auction:
* Quality Ranking: How your ad’s perceived quality compared to ads competing for the same audience.
* Engagement Rate Ranking: How your ad’s expected engagement rate compared to ads competing for the same audience.
* Conversion Rate Ranking: How your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience.
Facebook uses user value, not any of the ad relevance diagnostics in calculating Total Value. Just keep in mind that the Relevance Diagnostics is an output of all of the metrics above; NOT an input.
Frequency is only a metric as a result of your ads and relationship between reach and impressions.

 

NEW QUESTION 26
If you want to target two saved audiences for a product launch, how many campaigns and ad sets do you need?
Choose only ONE best answer.

  • A. 1 Campaign and 2 Ad Sets
  • B. 2 Campaigns and 1 Ad Set
  • C. 2 Campaigns and 2 Ad sets
  • D. 1 Campaign and 3 Ad Sets

Answer: A

Explanation:
Explanation
Keep in mind that you change audiences at the ad set level.
Depending on the number of audiences you target, that is how many ad sets you will need.
In this case, if you have 2 saved audiences, you will need two ad sets under the same campaign. So the correct answer is 1 Campaign + 2 Ad Sets.

 

NEW QUESTION 27
You’ve spent over $8,000 the first month of running campaigns. You go to your data and realize you are getting close to 4,000 Lead Events on the main landing page of the product; 300 Add To Cart Events; 121 Initiate Checkout; and 48 Purchase Events.
You tell your client that you will start running optimization campaigns for the second month.
Select all strategies that you should follow for the second month.
Choose ALL answers that apply.

  • A. Run conversion ads optimized for the “Lead Event” to core/saved audiences and exclude everyone who has visited the main landing page in the past 30 days.
  • B. Run conversion campaign ads optimized for the “Initiate Checkout Event” to people who have visited the main landing page of the product.
  • C. Run traffic campaign ads to people who have initiated the checkout process but have not finalized the purchase.
  • D. You run different conversion campaign ads for all events currently being measured on the website.

Answer: A,C

Explanation:
Explanation
You should never optimize conversion campaigns unless you have at least 500 events. The number of events you are getting at each stage of your funnel are key here:
* 4,000 Lead Events => you can run conversion campaigns to new audiences.
* 300 Add To Cart Events => you need to run traffic campaigns to custom audiences (web visitors).
* 121 Initiate Checkout Events => you need to run traffic campaigns to custom audiences (web visitors).
* 48 Purchase Events => you need to run traffic campaigns to custom audiences (web visitors).
Therefore, the only two strategies that apply in this case is to run conversion ads to new audiences to the “Lead Event” and traffic ads to people who have stayed at one of the other events to move them ahead in your client’s online sales funnel.

 

NEW QUESTION 28
……

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