[2022年最新] リアルなFacebook問題集を使って 100%無料410-101試験問題集
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質問 65
Your client is a well recognized large brand, which has been in the market for +30 years, with a solid customer base.
The marketing brand manager wants to run Facebook ads for their new spring campaign. He/she insists on running interaction posts as the primary objective for all of the campaigns.
You explain that as a brand, they will benefit more running reach and frequency campaigns instead of promoted posts.
Select all of the reasons you give the brand manager to use reach and frequency as the primary bidding option.
Choose ALL answers that apply.
- A. Branding campaigns usually perform better when optimized through CPM than CPA.
- B. Reach and frequency will ensure the lowest cost per reach and cost per person impacted.
- C. Branding campaigns usually have better performance by using the reach and frequency option as you can optimize for reach, frequency, and overall budget.
- D. For brand marketing, changing attitudes and behaviors at scale will generate better results than specific actions on posts.
正解: A,B,C,D
解説:
Explanation
Research has shown the results in terms of Ad Recall, and Brand Awareness are fairly similar in a reach versus action optimized campaigns.
However, when it comes to costs, the results are quite different. Just look at the table below:
Both campaigns had a $500,000 budget. The expected lift was quite similar, but costs changed dramatically.
Reach campaigns allow brand managers to maximize more cost efficiently their marketing campaigns.
質問 66
Your commercial bank just released a television commercial to explain how easy it is to replace your debit card. They've want to launch the same video content used in TV on their Facebook to increase brand awareness.
What are two recommendations you made your client before launching the video content on Facebook mobile-friendly environment?
Choose ALL answers that apply.
- A. Only use Instagram placement for the video ad
- B. Move the initial branding mention towards end of video
- C. Shortened the video
- D. Change the aspect ratio to square to increase visibility in the feed environment
- E. Add text to convey the message without sound
正解: C,E
解説:
Explanation
To make a video more effective for the mobile-feed environment you can:
* Shortened the video
* Change the aspect ratio to square to increase visibility in the feed environment
* Add text to convey the message without sound
* Move the initial brand mention earlier
Other best video practices:
* Capture attention quickly. Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the ad to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.
* Design for sound off. Since most video ads in mobile feed are viewed without sound, it's important to convey your message visually. Showing captions, logos and products can help communicate your message, even in silence.
* Frame your visual story. Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop and overall visual composition to make sure your story is told well on a small screen.
* Play more. There's no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing and iterating to learn what works for your brand and audience.
質問 67
You are running a mobile app event campaign on Facebook.
Your team is discussing how to properly set up the attribution window of the campaign.
You explain to your team what an attribution window is and how to use it.
You write on the board some key points on attribution window.
Select all bullet points that apply.
Choose ALL answers that apply.
- A. Attribution window is set to 1-day view and 28-day click.
- B. Attribution window is the number of days between the moment a person viewed or clicked an ad and then subsequently took action.
- C. Attribution window is the number of actions when a user viewed an ad and then downloaded an app.
- D. Views are called click-through attribution.
正解: A,B
解説:
Explanation
The number of days between the moment a person viewed or clicked your ad and then subsequently took action is called an attribution window.
Facebook reports ad actions based on views of your ad and clicks on your ad:
* Clicks: A person clicked your ad and took action. This is called click-through attribution.
* Views: A person saw your ad, didn't click it, but took action within the attribution window. This is called view-through attribution.
By default, your attribution window is set to 1-day view and 28-day click, which means you see actions that happened 1 day after someone viewed your ad and up to 28 days after someone clicked your ad.
質問 68
What are three metrics that video can have a huge impact on brands?
Select all that apply.
Choose ALL answers that apply.
- A. Purchase Consideration
- B. Ad Recall
- C. Brand Awareness
- D. Cost Per Click
正解: A,B,C
解説:
Explanation
Facebook did a huge research back in 2015 to figure out how the video had an impact on brands when running campaigns.
To see the full report go to: The Value of Video for Brands
They realized that video ads could have a huge impact on three aspects from a user perspective:
1. Ad Recall
2. Brand Awareness
3. Purchase Intent
The more seconds people view a video, the better metrics got.
Keep in mind that you might get questions pertaining Brand Lift studies in your exam.
質問 69
You are running a reach campaign for your client, and they would like to compare costs with running marketing campaigns in traditional channels vs. running campaigns within Facebook ads.
What kind of bidding should you configure when launching the campaigns, and what should you look for Facebook to optimize your campaigns for?
Choose only ONE best answer.
- A. You should bid for CPM and measure conversions.
- B. You should bid for impressions and measure impressions.
- C. You should bid for installs and measure impressions.
- D. You should bid for conversions and measure impressions.
- E. You should bid for clicks and measure impressions.
正解: B
解説:
Explanation
There are four bidding options you can pay for the delivery of your ads:
1. Cost per Impressions (CPM)
2. Cost per click (CPC)
3. Cost per conversion
4. Cost per Action (CPA)
Depending on the type of bid that you set up initially, you are configuring several aspects of your campaign:
In this case, since you want to compare reach, your optimization should be for impressions (CPM) and also optimize for impressions.
質問 70
What is the main difference between brand marketing and direct response marketing within Facebook?
Select all that apply.
Choose only ONE best answer.
- A. Brand marketing is for top of the funnel marketing.
- B. Direct Response is for top of the funnel marketing.
- C. With direct marketing, Facebook tries to maximize mobile app installs.
- D. With brand marketing, Facebook tries to maximize impressions, reach and frequency.
- E. With direct marketing, Facebook tries to minimize website conversions.
- F. With brand marketing, Facebook tries to maximize conversions.
正解: A
解説:
Explanation
Brand marketing is geared towards top of the funnel marketing. In other words, cold audiences or new markets that have not interacted with a brand or product.
Marketers are looking to optimize scalability and reach. They are NOT optimizing for specific conversions; only reach, frequency and budget.
Direct Response marketing is geared towards the bottom of the funnel marketing. In other words, warm audiences or users who have interacted with your website, Fan Page or mobile app.
Marketers are looking to optimize for specific results: online sale, lead acquisition, and so on.
質問 71
Your client wants to launch a mobile application in Colombia and India. They have a budget of $15,000 for the mobile app launch.
Below are the specifications:
- They will initially launch only for Android devices.
- The app does not work with Tablets.
- The app is geared towards younger generation below 25 years.
What targeting options would you select to reach your niche market when creating a core/saved audience?
Select all that apply.
Choose ALL answers that apply.
- A. App Store Region
- B. Gender Male
- C. Countries India + Colombia
- D. Interests: Gamers
- E. Age with max 25 years
- F. Mobile Device User - focused on Android
正解: C,E,F
解説:
Explanation
For this exercise, you need the following aspects in order to segment your core/saved audience:
1. Age: you definitely want to set up age below 25 years old.
2. Mobile Device User: you need to specify Android as the primary operating system for mobile in order to target just Android users and exclude iOS users.
3. Location: you want to target the specific countries. In this case, Colombia and India in order to reach out to people in those two particular places.
You don't want to use App Store Region as an option to segment as they don't allow you to select specific countries. You are better off selecting countries and Mobile Device User to segment.
The gender and interest for this exercise are irrelevant since you don't have more info on what the mobile app is about.
質問 72
Which of the following categories can be blocked on In-Stream Video ads?
Select 3 that apply.
Choose ALL answers that apply.
- A. Mature
- B. Debatable social issues
- C. Dating
- D. Gambling
- E. Tragedy and conflict
正解: A,B,E
解説:
Explanation
You can prevent your ad from running next to certain types of content on placements by choosing the Exclude Categories option below the Edit Placements section of your Ad Set.
There are five categories:
* Debatable social issues: Topics related to debated social issues, such as religion, politics, immigration and more. Does not apply to Audience Network mobile apps.
* Mature: Topics including violence, firearms, sexual content, profane language, and more. Does not apply to Audience Network mobile apps.
* Tragedy and conflict: Topics that contain emotional or physical suffering, such as crime, illness, bullying and more. Does not apply to Audience Network mobile apps.
* Dating: Websites and apps that have been categorized as dating. Ads may still appear alongside content about relationships and dating.
* Gambling: Websites and apps that have been categorized as gambling, where winners receive money or prizes. Ads may still appear on websites or apps where people play games just for fun.
All five categories can be excluded on Audience Network and Instant Articles, but you can only block the categories Mature, Tragedy and Conflict and Debatable Social Issues on In-Stream Video.
質問 73
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. You run different conversion campaign ads for all events currently being measured on the website.
- C. Run traffic campaign ads to people who have initiated the checkout process but have not finalized the purchase.
- D. Run conversion campaign ads optimized for the "Initiate Checkout Event" to people who have visited the main landing page of the product.
正解: A,C
解説:
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.
質問 74
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. Relevance
- B. Advertiser bid
- C. Ad Quality
- D. Estimated Action Rates
- E. Conversion Rate Ranking
- F. Quality Ranking
- G. Frequency
正解: A,B,C,D
解説:
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.
質問 75
You are planning on uploading a list of 5,000 customers from the same country for a current client to build a custom audience.
What are some of the best practices you need to follow when uploading a customer database to build a Custom Audience?
(Select all that apply)
Choose ALL answers that apply.
- A. For customer lifetime value rate your customers on a ranking from 1-10
- B. Include only customers with highest value order for best performance.
- C. Always include your customers' countries in their own column in your file.
- D. Always include the country code as part of your customer's phone numbers.
- E. Convert different currencies into the same one.
正解: C,D,E
解説:
Explanation
The two most important tips are:
* Always include the country code as part of your customer's phone numbers, even if all your data is from the same country.
* Always include your customers' countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list.
What should I avoid when calculating customer lifetime value?
Different people calculate customer lifetime value in different ways. Here are some ways that you should avoid if you're going to send us the data for use in a value-based Lookalike Audience:
* Rating your customers. Say you have 3 customers worth $100, $10 and $1, respectively, and you use a
1-5 rating system. Don't send us data where they're rated as a 5, 2 and 1, respectively. This doesn't work because the value isn't proportional to the ranking. In other words, the $100 customer was factored by
20, but the $10 customer was only factored by 5 and the $1 customer wasn't factored at all.
* Ranking your customers. Say you have 100 customers and each one is worth between $200 and $1200.
You rank them from 1 to 100. This doesn't work because value isn't proportional here either. It tells us if one customer is more valuable than another, but doesn't account for a scenario where the number 5 customer is worth double what the number 6 customer is, whereas the number 20 customer might only be worth 1% more than the number 21 customer.
Important:
* Don't provide only your highest value customers. Instead, include a broad range. Without this range, we can't hone in on what might distinguish an average customer from a great one.
* Don't include negative numbers to denote negative value or undesirable customers. We can't use rows that contain numbers like that.
* If your value is in the form of a currency, make sure it's all the same currency or is converted to the same scale before uploading. We don't currently normalize for different currencies.
* Decimals that denote cents are acceptable, but don't use any other punctuation marks and/or separators.
We can't use rows that contain them.
質問 76
You have been running a campaign for a week with the following results:
You would like to optimize your campaign for maximizing ROAS.
Which campaign has the highest and which has the lowest ROAS?
(Select two that apply)
Choose ALL answers that apply.
- A. Campaign #1 has the highest ROAS of 63.20
- B. Campaign #3 has the lowest ROAS of 9.95
- C. Campaign #3 has the highest ROAS of 63.20
- D. Campaign #3 has the lowest ROAS of 1.87
- E. Campaign #2 has the lowest ROAS of 1.87
- F. Campaign #2 has the lowest ROAS of 1.72
正解: A,F
質問 77
What are the requirements for a business to open a "Shop" on their Fan Page?
(Select 4 that apply)
Choose ALL answers that apply.
- A. Have an ad account
- B. Link to valid bank account
- C. Agree with Facebook's merchant terms
- D. Sell physical items
- E. Have a TIN
正解: B,C,D,E
解説:
Explanation
If you have a Facebook business Page, you can add a shop. You can use this section on your Page to list products you're selling and connect with more customers on Facebook.
While any business can have a shop, this feature is best for merchants, retail and eCommerce advertisers. We recommend it for businesses selling apparel, beauty, accessories (including bags and luggage), home furnishings, and baby or kids products. But other types of businesses can still use a shop to reach more people on Facebook.
Requirements to have a shop
Your Facebook shop must:
* Sell physical items
* Agree with our Merchant Terms
* Link to a valid bank account
* Have a Tax Identification Number (TIN)
質問 78
A client would like to launch a new branding campaign with various posts for a product line that is being re-launched to a new segment.
You want to run a 7 day campaign, with 3 sequenced ads, all with a frequency cap of 2 within 7 days. You've set up three different post interaction campaigns through Facebook Auction.
What changes do you need to make to this campaign set up?
Choose only ONE best answer.
- A. You need to do reach and frequency buying with a frequency cap of 3 every 21 days with sequenced delivery
- B. You need to do reach and frequency buying with a frequency cap of 3 every 7 days and three different post interaction campaigns
- C. You need to increase frequency to 3 for every 7 days and change campaign objective to reach.
- D. You need to do reach and frequency buying with a frequency cap of 3 every 7 days with sequenced delivery
- E. You need to change frequency cap to 3 with post interaction campaigns.
正解: D
解説:
Explanation
About ad sequencing
Reach and frequency buying has a sequencing tool that allows you to arrange up to 50 ads in a certain order to be shown to an audience. People in your target audience will have the opportunity to see ads in the order you set. For example, ad #1 will be delivered to them before ad #2 is delivered. It doesn't allow you to control whether or not a person has to have engaged with the content you are showing in order to see the next ads in your sequence.
Sequence your ads when you want to tell a story or present information to people in a specific order. For example: If you want to build a narrative with your ads, you can show one ad that tells the beginning of the story first and then show additional ads afterward that continue to tell the story in a set order. Your audience will see ad #1 before they see ad #2, and so on.
Sequencing becomes available after you've uploaded your ad creative and reserved your reach and frequency campaign.
Use sequencing when:
* You want to reach a broader audience with several different ads that tell a story.
* You want to try different ways of engaging a broader audience.
* You want to tell a story about a brand.
質問 79
You talk with your client and realize you need to automate the integration of offline events to properly measure the conversions.
What options do you have to automate the sales at the store with Facebook campaigns?
Select all that apply.
Choose ALL answers that apply.
- A. Collaborate with another Facebook Marketing Partner in order to measure offline conversions.
- B. Use a Point Of Sale provider to integrate offline conversions.
- C. Use digital receipts instead of printed receipts to enable offline conversions.
- D. Integrate your CRM system with your offline conversions.
- E. Use website conversions to integrate with offline conversions.
正解: A,B,C,D
解説:
Explanation
There are some ways you can automate the influx of data coming from offline sales.
The following options are currently available on Facebook's platform:
* Use a Point Of Sale provider to integrate offline conversions.
* Use digital receipts instead of printed receipts to enable offline conversions.
* Integrate your CRM system with your offline conversions.
* Collaborate with another Facebook Marketing Partner to measure offline conversions.
質問 80
What are some advantages of a statistical attribution model versus a rules-based attribution model?
Choose only ONE best answer.
- A. Are cookie based model that is more effective in measuring your marketing campaigns.
- B. Use algorithms to determine credit for each touchpoint in the user flow.
- C. You select where along the path you want to assign credit for the conversion.
- D. Credits one touchpoint according to a specific rule.
正解: B
解説:
Explanation
Rules-based models assign credit to one or more touchpoints according to rules that we set. Think of these models as different lensthrough which you can analyze results. For example, giving credit to the first and last touchpoints (impressions and clicks) leading to a conversion. Rules-based models using people-based measurement provide deeper insights than cookies-only measurement, since multiple touchpoints are tracked and correlated with an actual person.
With rules-based models:
* You define "the rule": How should credit be allocated?
* Results are based on your model choice.
* You choose where along the path to conversion you want to assign the credit: last click, even credit, time decay, or positional.
Statistical models use algorithms to determine credit for each touchpoint. These models are driven on a result (increased revenue) rather than an assumption of where to assign credit. They use all available data to determine which ads increase revenue. Like rules-based models, statistical models are far more effective at analyzing past results and predicting future results when using a people-based measurement tool.
With statistical models:
* Algorithms define the credit allocation.
* Results are dynamic and learn from historical data.
* They're also referred to as algorithmic MTA results-driven MTA.
質問 81
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. Facebook
- B. Facebook and Audience Network
- C. Audience Network
- D. Instagram
- E. WhatsApp
正解: A,D
解説:
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.
質問 82
You are measuring the campaign effects for: the Store campaigns and offline events metrics.
What metrics should you measure for the Store Visit campaigns?
Select all that apply.
Choose ALL answers that apply.
- A. CPM
- B. CPC
- C. Avg. Order Per User
- D. Revenue per user
- E. Impression
- F. Reach
正解: A,C,D,E,F
解説:
Explanation
Since you are doing in-store campaigns, you want to measure the effectiveness of your Facebook ads through two means:
* Actual performances on the ads themselves based on reach, impressions, and CPM. Keep in mind that you don't want to measure CPC, as you will be measuring performance through offline events.
* Performance on ads through offline events: revenue per user and average order value per user.
For these types of campaigns, you want to make sure you measure your campaigns in two stages. The first will allow you to understand better how much you have to spend to reach a specific audience. The second will allow you to better understand the "direct response" performance on the ads based on actual sales data.
質問 83
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. Reduce video length to 1 minute.
- B. Take off subtitles
- C. Add thumbnail image with less than 20% text
- D. Change video so that it does not require sound in the beginning
- E. Tag influencers in the video.
正解: C,D,E
質問 84
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