Facebook Certified media buying professional : 410-101

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 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.
• C. 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.
• D. You would need the email, age, and customer lifetime value. With this information, you could upload a custom audience and market to them.
• E. You would need the email, age, and customer lifetime value. With this information, you could build a value-based lookalike audience optimized for reach.

You've run a campaign to promote a new book with multiple ads; however, one of the ads was not approved.
The book is targeted for teens ages 14-18. You sit down with your community manager and realize the ad had a title of "Books for 14-18 Teens." What do you tell your community manager?
Choose only ONE best answer.

• A. To appeal the ad and try to run it again.
• B. That the title is not acceptable according to Facebook Ad Terms as it implies that you know the users' age.
• C. You should change the image of the ad and re-launch it.

A client of yours would like to target their customer database. They have a CRM that can be connected to Facebook. The primary objective is to build custom audiences to retarget different product offerings.
Your client's attorney has complain several times about data privacy. They are concerned with sharing their customer database.
What suggestions do you make to the attorney to resolve his concerns?
(Select all that apply)
Choose ALL answers that apply.

• A. When you upload a list of customer or share your customer list, it's hashed once it enters Facebook.
• B. The matched and unmatched hashes are deleted.
• C. The matched and unmatched hashes are kept for 180 days.
• D. When you upload a list of customer or share your customer list, it's hashed locally in your browser before it's uploaded to Facebook.
• E. Facebook will store all data from your CRM but hash it so people can't see private info.
• F. Facebook have been audited by an independent third party, PricewaterhouseCoopers to confirm that Facebook's secure mechanisms protect advertisers' information throughout the creation, use, and storage of their Custom Audiences.

Select all marketing strategies that you would suggest for the smartwatch launch.
Choose ALL answers that apply.

• A. Use conversion ads to the checkout page for new audiences.
• B. Create app install campaigns for people who have finalized a purchase for the following 15 days.
• C. Retarget series of Facebook ads to custom audiences who have viewed the videos for conversions.
• D. Create app install campaigns for people who have visited the website.
• E. Create colorful, high-energy outdoor lifestyle footage of videos to perform in News Feed without sound, and highlight the visual appeal and functionality of the smartwatch.
• F. Use attention-grabbing video ads on Instagram to new audiences.

An online boutique jewelry is trying to maximize their investment in their Facebook campaigns; however, they see that conversions have been low. These are the initial set up of the campaign you are running:
* Campaign is optimized for conversion objective
* The attribution window is set to 1 days
* You've set up lifetime budget
* Average purchase value has been higher than expected
You are running remarketing campaigns to people who've visited the website What changes do you make in order to increase conversions?
Choose only ONE best answer.

• A. You should increase attribution window to 7 days.
• B. Change optimization from custom conversions to value optimization.
• C. Run retargeting campaigns to people who have made purchased in the past 10 days.
• D. Delete all remarketing campaigns