Which of the following is not a direct response type of ad?
Choose only ONE best answer.

• A.Guaranteed Impressions
• B.Mobile App Engagement
• C.Website Clicks
• D.Video Views
• E.Website Conversions

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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 would need the email, age, and customer lifetime value. With this information, you could build a value-based lookalike audience optimized for reach.
• 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 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.
• 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.

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After 6 weeks of running campaigns, you've spent exactly $11,958 total. You go to your data and realize that you've sold 64 smartwatches.
The mobile app works on a freemium model, where you can pay $0.99 a month for increased functionalities.
From the 64 people that bought the smartwatch, 50% are paying the monthly fee.
On average people pay the monthly fee for 12 months.
What is the ROAS for this campaign so far?
Choose only ONE best answer.

• A.$3,042
• B.$3,500
• C.$4,042
• D.$4,422.16

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You want to run an app install campaign for one of your clients.
They would like to reach out to new audiences, but don't want to pay more than $9 per app install registered through the campaign. They have a specific budget, so the cost per install can't pass a maximum price.
Which bidding strategy should you optimize for?
Choose only ONE best answer.

• A.The campaign should run under the "Lowest Cost" bidding option with a Maximum-Cost ceiling of $9 in order to maintain the clients per app install costs.
• B.There is no way in setting a $9 average cost within Facebook for app installs. You can only use it with product catalog sales campaigns.
• C.The campaign should run with a Target Cost bidding strategy since you want to maximize the efficiency of your budget.
• D.The campaign should run under the "Target Cost" bidding strategy since you want to stabilize the cost per install at $9.

Correct Answer: A

Explanation
Bidding strategies help you control the overall spent with budget constraints.
There are basically two bidding options: Lowest Cost or Target Cost
1. Lowest Cost
The lowest cost bidding strategy tells Facebook to get the lowest possible cost per result, while also spending your entire budget.

2. Target Cost
The target cost bidding strategy tells Facebook to get as close as possible to your cost target. This option is only available for app installs, conversions, and catalog sales marketing objectives.

In this case you need to have a "Lowest Cost" strategy as you want to achieve the following:
- Limit the app install at $9.00
- You know you can't afford a higher cost of $9.00 as it won't be profitable for your client Keep in mind that lowest cost budget will achieve your costs results but might not get you results as you might be bidding lower than the auction requires for your ad to be competitive.
You should start with lowest costs and then could potentially move to target cost once you've achieved at least
50-75 app installs and you have a better understanding of real costs for your client.
You should also move to target costs if you are not getting enough app install results with your first campaign.

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What tools can you use to launch new campaigns on Facebook?
Select all that apply.
Choose ALL answers that apply.

• A.Fan Page
• B.Ads Manager
• C.Power Editor
• D.Facebook Marketing Partner

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