A fully updated 2024 410-101 Exam Dumps exam guide from training expert ExamTorrent
Provides complete coverage of every objective on exam and exam preparation 410-101
NEW QUESTION # 83
What does a 1-day view and 28-day click attribution window mean?
(Select all that apply)
Choose ALL answers that apply.
- A. Actions happened 28 days after someone viewed your ad
- B. Actions happened 1 day after someone viewed your ad.
- C. Actions happened 28 days after someone clicked your ad.
- D. Actions happened 28 days after someone viewed your ad.
Answer: B,C
Explanation:
Explanation
About attribution windows
The number of days between when a person viewed or clicked your ad and then subsequently took an action is called an attribution window. We report off ad actions based on views of your ad and clicks on your ad:
* Clicks: A person clicked your ad and took an action. This is called click-through attribution.
* Views: A person saw your ad, didn't click it, but took an 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. You can change the attribution window to show 1-day, 7-day and 28-day view and click attribution.
NEW QUESTION # 84
You are opening a new Fan Page for a customer, and he/she is requesting the following name for it:
FL@VOR.
Is there any issue with the name? If so, what is your recommendation?
Choose only ONE best answer.
- A. You should not have any issues with naming the fan page FL@VOR.
- B. You need to come up with a different name, like flavorshop or flavorstore so that Facebook doesn't reject it.
- C. FL@VOR can't be used, you should use flavor.
- D. FL@VOR can't be used, you should use FLAVOR.
- E. FL@VOR can't be used, you should use fl@vor.
Answer: B
Explanation:
Explanation
Page names cannot include:
* Terms or phrases that may be abusive or violate someone's rights.
* Improper capitalization. Page names must use grammatically correct capitalization and may not include all capital letters, except for acronyms.
* Symbols (example: ) or unnecessary punctuation.
* Long descriptions such as a slogan. People who manage Pages can add this information to a Page About
* section.
* Any variation of the word "Facebook."
* Generic words (example: Pizza). Pages must be managed by official representatives of the topics they're about.
* Generic geographic locations (example: New York).
Therefore, all of the names above will be rejected. You need to come up with a new name so that it works.
NEW QUESTION # 85
You've been working on a reach and frequency campaign for your client.
You launch the campaign at 8 AM. It's 3 PM, and you realize you need to change your audience.
How can you fix this?
Choose only ONE best answer.
- A. You need to cancel current ad set and launch a new ad set with the fix.
- B. You can go into the ad-set and just change the audience.
- C. You need to build a new ad-set with the different audience.
Answer: A
Explanation:
Explanation
Reach and frequency campaigns have a grace period of 6 hours. After that time, you will have to create a new one and re-launch it as Facebook can't keep your fixed price.
NEW QUESTION # 86
What campaign strategies should you follow in order to optimize your Facebook ads?
Select all that apply.
Choose ALL answers that apply.
- A. Add a "Get Directions" CTA on the campaigns in order to bring people to the stores.
- B. Use Store Visit ads in order to bring traffic to the two specific retail stores.
- C. Send people to messenger and automate a chatbot or menu with directions on Waze and Google Maps.
- D. Add map card with your page location.
Answer: A,B,C,D
Explanation:
Explanation
Whenever you want to bring traffic to a physical location, you want to use In-Store Visit ads as you can set up different types of call to actions to give directions.
Ad formats including image, video, and carousel can generate instant awareness of the nearest business location and provide information the customer needs to get there.
A native store locator is available for carousel.The store locator makes ads more useful for consumers by putting contact information and openings hours of nearby stores only one tap away.
You can also add map cards with your page location and use URL to send people to maps.
Topic 3, In-Store and Online Retailer Audiences
One of your customers has in-store, and online, high-end t-shirts retail stores in several cities throughout the east coast (specifically in Los Angeles, San Diego, and San Francisco).
In 4 months, the company is launching a new product line. They would like to cross-sell to their existing customer base and new potential customers that have similar characteristics as their current customers.
As you upload the customer database directly from your client's CRM, you realize the following:
- 30% of the customers are between 18-24 years old.
- 64% of the customers are between 25-34 years old.
- 6% of the customers are between 35-44 years old.
- 59% are women.
- 41% are men.
- 66% are college educated and above.
- 78% are married.
NEW QUESTION # 87
Your client has multiple locations for his/her business in 5 countries.
They want to have localized content for each country, as all 5 countries speak different languages.
What solution do you give to your client?
Choose only ONE best answer.
- A. You can't set up multiple Fan Pages into one account on Facebook currently.
- B. You set up multiple Fan Pages for each country.
- C. You build one Fan Page and then go to Facebook and create multiple locations.
- D. You set up a Global Page for international presence and then create a location for each country.
Answer: D
Explanation:
Explanation
The best solution is to create a Global Brand Page and then create multiple locations:
With Locations, businesses can:
* Help customers find a business faster
* Offer localized content
* Manage all locations in one place
* Aggregate check-ins on the Main Page
* Manage local Facebook ads
NEW QUESTION # 88
You are working with an environmental organization that seeks to protect, analyse and monitor the environment against misuse. In order to promote the organization's mission, you are tasked to publish content and run campaigns on Facebook, Audience Network and Instagram placements.
You are having issues as the ads are being shown on websites that do not align with the organization's mission.
You've also received complaints that your domain is being misrepresented.
What are some actions you can take in order to protect your organization's brand?
(Select 3 that apply)
Choose ALL answers that apply.
- A. You can't block lists of websites for your campaigns.
- B. You can add a .csv file with a list of all the websites you want to block.
- C. You should add your domain URL as a list of verified domains.
- D. You can upload an HTML file to verify your domain.
- E. You can use DNS TXT record set up to verify your domain.
Answer: B,D,E
Explanation:
Explanation
In the Brand Safety section of your business settings, you can manage:
* Domain Verification: Domain verification supports the protection and integrity of your content to ensure it isn't being misrepresented. By verifying your domains, you claim and maintain control of editing privileges to your content and links. Verifying your domains is free to do and for your content security. Businesses can verify their online domains so they can edit links to their domain. Domain verification has 2 verification methods: HTML file upload and DNS TXT record.
* Block Lists: Block lists prevent your ads from running on specific websites or apps within the Audience Network, the Instant Articles of specific publishers and videos of Pages included in the Facebook in-stream placement.
NEW QUESTION # 89
Your client in France would like for you to run a post engagement campaign for 10 days. They've allocated
$40 budget and want for their campaigns to spend their budget consistently for the 10 day period.
What changes does your client need to make to comply with Facebook requirements and meet their needs?
Choose only ONE best answer.
- A. There is no need to make any changes to their campaign.
- B. Post engagement objective campaigns need a minimum of $4 a day.
- C. You need to increase the budget to $50 in order to optimize for daily budget.
- D. You should increase lifetime budget to $75 in order to meet minimum requirements.
Answer: C
Explanation:
Explanation
An ad set or campaign with a budget in one of the following currencies (USD, AUD, CAD, SGD, JPY, NZD, TWD, EUR, CHF, SEK, HKD, GBP, ILS, NOK, KRW, DKK) is required to meet the following minimums:
* If it gets charged for impressions, its daily budget must be at least $1 a day
* If it gets charged for clicks, Likes, video views or post engagement, its daily budget must be at least $5 a day
* If it gets charged for low frequency events like offer claims or app installs, its budget must be at least
$40 a day
An ad set or campaign with a budget in other currencies is required to meet the following minimums:
* If it gets charged for impressions, its daily budget must be at least $0.50 a day
* If it gets charged for clicks, Likes, video views, or post engagement, its daily budget must be at least
$2.50 a day
* If it gets charged for low frequency events like offer claims or app installs, its budget must be at least
$20 a day
NEW QUESTION # 90
You are thinking of building multiple campaigns based on the following native targeting variables:
- Job
- Luxury Travel
- Income
- Mobile phone and operating system
- Age of children in the household
- Marathon and Triathlon interests
The audiences you are getting are too small.
Which strategy should you use in order to increase the audience you are currently using?
Choose only ONE best answer.
- A. Remove age, mobile and operating system.
- B. Remove job, income and mobile phone.
- C. Remove age of children in household, luxury travel and job.
- D. Remove age, marathon and triathlon interests.
Answer: C
Explanation:
Explanation
You've built audiences, but they are too small for the product launch. The only way to expand an audience is to take out segmentation variables.
In this case, think of the variables that have less to do with the segment. This can be very tricky questions in the exams as sometimes it's objective and with experience, you will see what interests work better than others.
However, let's categorize the segmentation variables into the following groups:
* Important variables: marathon and triathlon, mobile and operating system, and income.
* Semi-important: Luxury travel.
* Least-important: job, age of children in household.
Think about it; the smartwatch is a high-end gadget for hardcore sports fans. They also need to have a mobile phone due to the new mobile application for the smartwatch. So you definitely want to leave all of the variables in the "important" bucket.
Luxury travel could help you better segment high-end users, but it's not imperative. Job and age of children in household, in this case, are irrelevant.
Topic 2, Case Study Retail Fashion Brand
A luxury fashion brand, founded 20 years ago, is really well known for its handbags, ready-to-wear apparel, and watches. Today, they have close to 450 locations worldwide.
The fashion brand wants to run a couple of tests in 2 retail stores in order to measure the impact of its Facebook ads on its offline sales.
NEW QUESTION # 91
You finalize analyzing the customer base and found this additional information:
- They are married, city-dwellers between ages of 25-34, predominantly female who are interested in shopping and fashion.
- They are tech-savvy and primarily use iPhones to make online purchases.
- 2/3 of the customer base is from Los Angeles.
- 75% of women from the current customer base make on average one online purchase for apparel a month.
Knowing this information, what strategies would you do next?
Select all that apply.
Choose ALL answers that apply.
- A. Run conversion ads to the website for the new product launch to women.
- B. You should invest more than 50% of your budget in Los Angeles.
- C. Build a similar audience of 1% based on the current customer base for Los Angeles, San Francisco, and San Diego.
- D. Build a new core/saved audience based on married women who are interested in high-end fashion brands.
Answer: B,C,D
Explanation:
Explanation
It seems like the majority of the customer database are married women, between ages 25-34, who live in Los Angeles, and like fashion and shopping.
You should use this information as a baseline to build your next core audience.You should also build a similar audience based on this new information on the three cities where the stores are at: Los Angeles, San Francisco, and San Diego.
More than 66% of the customer base is in Los Angeles, so you should definitely allocate more than 50% of your budget to this market. Unless the case said it wanted to grow specific areas, you need to allocate budget according to the data in your analysis.
NEW QUESTION # 92
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 view and 7 days after a click attribution window.
- B. You should set up a 1 day after a click attribution window.
- C. You should set up a 1 day after a view and 1 day after a click attribution window.
- D. There are 105 conversions every two weeks, so this number meets the minimum requirement of conversions by Facebook.
Answer: C,D
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 # 93
You've launched two campaigns with five ad sets. Two ad sets are not spending their budget.
As a matter of fact, they've only spent $1 of the $50 you placed the budget for each ad set.
What are some of the reasons your ad sets are not running?
Select all that apply.
Choose ALL answers that apply.
- A. You've reached the limit of the campaign.
- B. The ad set audience is too large.
- C. Your ad set is not active.
- D. Your ad is scheduled for a future date.
- E. Your ads within the ad set were not approved.
Answer: A,C,E
Explanation:
Explanation
There are multiple reasons why an ad set has spent some of your budgets but is still getting too few impressions. In this case, there are some things to keep in mind:
* Your ad did run for some time as it has spent $1 already.
* You have multiple ad sets. Two of which have only spent $1 each and the rest are correctly running.
What are some common issues here?
* Answer #1 and #2 are somehow related. There are instances where ad sets start running for a couple of hours and are then rejected by Facebook's team. In that case, these ad sets could have spent $1 each before they were blocked/rejected by Facebook.
* If Facebook rejected your ads, then by default, they will be inactive.
* You could have inactivated the ad sets by mistake at some point. So this answer is still valid.
Answer #4 is not possible. If it the ad sets were set up for a future date, then it would not have spent any money at all.
Answer #5 is also wrong. If your ads are active but not getting impressions, your audience could be too small
-NOT too large-. In this case, $50 would be too much budget for the audience you selected, but NOT too large.
NEW QUESTION # 94
You need to build a new lookalike audience to increase market share for a GCP brand. They would like to increase their budget by 3x and maximize reach to expand their current video campaign as +30,000 people have seen the video promotion.
How do you build this audience?
Choose only ONE best answer.
- A. You build a video engagement audience with a scale of 4.
- B. You build a fan page engagement audience with scale of 10.
- C. You build a video engagement audience with a scale of 10.
- D. You build a website pixel audience with a scale of 10.
- E. You build a video engagement audience with a scale of 1.
Answer: C
Explanation:
Explanation
* Choose an audience size close to one to optimize for similarity.
* Since this is around 1-5% of the total population of the country you are targeting, your Lookalike Audience is likely to be small, with a high resemblance to your seed.
* If you are optimizing for reach, you ll want to choose a number near 10
* This Lookalike Audience will be larger, but less similar to your seed, since you're targeting up to 10% of the total population.
This example would create 3 Lookalike Audiences:
* 0%-1% of the population, which will be the most similar audience to your seed.
* 1%-2% of the population, which is second most similar, but a bit wider reach.
* 2%-5% of the population, which is the least similar but the largest reach
NEW QUESTION # 95
You are researching the launch of a new product and want to cross-sell to your current customer base to see if there is an audience that could be a good fit for the new product.
You need to better understand the behaviors, demographics, and investigate several audiences for your client.
Which audiences do you analyze in Audience Insights?
Select all that apply.
Choose ALL answers that apply.
- A. You should research people connected to your Fan Page.
- B. You should upload a customer database and analyze their behaviors.
- C. You should research all users on Facebook with certain characteristics that match your target market.
- D. People who have viewed a view post on your Fan Page.
Answer: A,C
Explanation:
Explanation
Audience Insights allows you to analyze and learn more about potential new markets and your current followers.
You can learn about their geography, demographics, lifestyle, purchase behavior, and much more.
As of 2018, you can NO LONGER analyze customer databases on Audience Insights.
Here is a list of audiences you can analyze in Audience Insights:
Here is an example of how insights report the information:
NEW QUESTION # 96
A customer has requested you to target high-end market for his new apparel store. He is opening in two months and would like to build awareness to teens.
You've done your research and came up with two core/saved audiences:
Audience #1
- Age below 20 years
- Interest: fashion and 3 specific high-end fashion brands
- Education: Master Degree Completion and College Completion
Audience #2
- Age below 20 years
- Interest: fashion and 2 specific high-end fashion brands
- Education: College Completion
However, when you go to the audience overlap tool, you realize that there is an overlap of 99% with both audiences.
What are some actions you can do to fix the audience overlap?
Select two options that apply.
Choose ALL answers that apply.
- A. Change Audience #1 interests to something different that still appeals to apparel.
- B. Delete Audience #2 and run ads on Audience #1.
- C. Merge both audiences and run the campaign only on one audience.
Answer: A,C
Explanation:
Explanation
Whenever you run into audiences that have a high overlap, you should always merge both of them into one. If you run both audiences under the same campaign, you will have multiple ad sets competing against each other.
If you have never used Facebook's audience overlap tool, you can find it on Facebook's Ads Manager and follow the next steps:
* Click on the Tools drop-down menu and choose Audience.
* Once there, select the audiences you want to compare, click on the Actions tab, and choose Show Audience Overlap.
* You can select multiple audiences, but you will only be able to compare one against the other at a time.In the tool, you will be able to see the number and percentage of overlapping members between them.
A second option is to completely change one of the audiences so that there is less than 25% overlap between both audiences.
In this case, you could change audience #1 interests to something different but still related to your target market to have two potential audiences to use.
NEW QUESTION # 97
What can you expect from an MTA Partner Program within Facebook Measurement Partners?
Choose ALL answers that apply.
- A. Measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
- B. Measure lift in sales using partner-based ROI measurement solutions.
- C. Aggregated reporting across multiple mobile ad networks, powered by Facebook attribution data.
- D. People-based multi-touch attribution reporting across all publishers, including Facebook.
Answer: A,B,C,D
Explanation:
Explanation
Here is a list of how Facebook Measurement Partners can help:
Partner Lift: Facebook's Partner Lift integrations leverage best-in-class vendors to measure lift in sales using partner-based ROI measurement solutions.
MTA Partner Program: Facebook offers an MTA Partner Program that enables multi-touch attribution (MTA) partners to provide people-based MTA reporting across all publishers, including Facebook.
Marketing Mix Modeling (MMM) Partners: Enable partners to better measure and compare the effectiveness of advertisers' marketing channels in terms of contribution to sales, efficiency, and ROI.
Mobile Measurement Partners (MMPs): Work with one of our Mobile Measurement Partners to see aggregated reporting across multiple ad networks, powered by Facebook attribution data.
NEW QUESTION # 98
Your client is interested in running a campaign for 1 month and then do a brand lift study. But, before proceeding with the study, he/she would like to understand more about it.
Select all that apply.
Choose ALL answers that apply.
- A. People within the test group that will view your ads become part of the exposed group.
- B. People within the control group that will view your ads become part of the exposed group.
- C. You can set up a brand lift study through your Business Manager.
- D. The difference between the test group and the control group are analyzed to see the results of a brand lift study.
- E. The difference in response between the exposed group and the control group are analyzed for results of your brand lift study.
Answer: A,E
Explanation:
Explanation
You can ONLY set up a brand lift study through a Facebook Account Representative.
Once a study is created, the campaign's target audience is separated into a test group and a control group. The test group contains people eligible to see your ads, and the control group contains people who won't see your ads.
The people within the test group that actually see your ads become part of the exposed group.
The exposed group and control group are then polled, and the difference in responses between the 2 groups is analyzed.
NEW QUESTION # 99
Your client is interested in running a campaign with a video, but they are still not 100% sold on running Facebook ads.
Given their skepticism, they would like you to run multiple campaigns, with the same video content but the following campaign objectives:
* Optimization goal for impressions
* Optimization goal for video views
So you need to run an optimization goal for impressions and another one for video views. You will then be able to compare both campaigns through the eCPM metric.
How does the eCPM calculation differ within both campaigns?
Select all that apply.
Choose ALL answers that apply.
- A. The eCPM for the impression campaigns will only take into account the advertiser bid per impression.
- B. The expected CPM can't be compared between the impressions and video views campaigns.
- C. The eCPM for the video view campaign will include an additional component of the estimated click-through rate.
- D. The eCPM for the video view campaign will include an estimated conversion rate calculated by Facebook.
Answer: A,C,D
Explanation:
Explanation
Facebook converts all campaigns into an to enable comparison between ads with different optimization goals.
There are 3 different formulas for calculating the eCPM:
1. Optimization goal: impressions
2. Optimization goal: clickseCPM = (Advertiser bid per click) x (estimated click-through rate) x 1,000
3. Optimization goal: actions (besides clicks)eCPM = (advertiser bid per action) x (estimated click-through rate) x (estimated conversion rate)* x 1,000
NEW QUESTION # 100
How are budgets different than account spending limits?
(Select all that apply)
Choose ALL answers that apply.
- A. Facebook won't spend more than 25% of your campaign lifetime budget
- B. Facebook won't spend more than 25% of your daily budget on a given day
- C. Facebook won't spend more than 7 times your daily budget over a calendar week (Sunday to Saturday)
- D. Facebook won't spend more than 125% of your account limit
- E. Once you've spent a daily budget, delivery/spending stops for that ad set or campaign
Answer: B,C
Explanation:
* Budgets are set at the ad set or campaign level and their spend may be paced or accelerated by the delivery system. Once you've spent a lifetime budget, delivery/spending stops for that ad set or campaign.
* Daily budgets are averages and ongoing, but ultimately we won't spend more than 125% of your daily budget on a given day or more than 7 times your daily budget over a calendar week (Sunday to Saturday).
NEW QUESTION # 101
You have a client's customer database with 500,000 entries from the past 5 years.
Here is the list of information you have for each entry:
- Email
- Phone Number
- Age
- Value
- Currency
- Customer Lifetime Value
The client wants you to build a lookalike audience based on customers who have profited the most during a specific timeframe. Customers usually stay with your client for 2 years.
What data do you need from the entries, and what type of audience would you build for this exercise?
Choose only ONE best answer.
- A. You would need the email, phone number, and value. With this information, you could build a value-based lookalike audience.
- B. You should upload all of the information from customers. You can then build a custom audience with the entire database. With this database then build a similar audience to target the most profitable customers.
- C. You would need the email, age, and customer lifetime value. With this information, you could upload a custom audience and market to them.
- D. You would need the email, age, and customer lifetime value. With this information, you could build a value-based lookalike audience optimized for reach.
- E. You first need to segment the database based on the Customer Lifetime Value. With this data segmented, you should then build a custom audience and then use this as a seed audience to build a similar one optimized for similarity.
Answer: E
Explanation:
Explanation
Every time you use databases, you need to make sure you segment your database first, depending on the requirements. In this case, you need to find the customers with the best lifetime value.
You DON'T want to upload all of the databases, as you won't be able to segment on Facebook.
Once you've segmented the database, you should proceed to upload the database to build a custom audience.
This should allow you to use this audience as a seed audience. Because you've already segmented the database; you know that these are the users with the highest LTV.
You then use this to build a similar audience optimized for similarity, as you are trying to reach potential new customers that have the most similarity with your client's customer base.
NEW QUESTION # 102
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