Facebook : 410-101 Questions & Answers

An ecommerce site wants to increase conversion along their sales funnel. They've implemented several pixel events that are working properly; however, they are concerned that conversion costs are high and there is audience overlap.
They've verified with the Facebook pixel helper and events are working properly.
They have the following events on their site: ContentView, AddToCart, InitiateCheckout and Purchase Two core audiences have campaigns running for traffic objective All pixel events have remarketing campaigns What changes and suggestions to your audiences can you make in order to reduce audience overlap?
(Select three that apply)
Choose ALL answers that apply.

• A. The ad set running the purchase event should exclude all purchase events from last 30 days.
• B. The ad set running the AddToCart event should include all InitiateCheckout and Purchase events from last 60 days.
• C. Your InitiateCheckout audience should exclude the core audiences.
• D. You should use Audience Overlap to make sure there is no overlap between the two saved/core audiences you are using.
• E. The ad set running the Purchase event should include InitiateCheckout and AddToCart events from previous 60 days.

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 highest ROAS of 63.20
• C. Campaign #2 has the lowest ROAS of 1.72
• D. Campaign #3 has the lowest ROAS of 1.87
• E. Campaign #2 has the lowest ROAS of 1.87
• F. Campaign #3 has the lowest ROAS of 9.95

You've been running campaigns for the past couple of month to increase sales by at least 2x, but results are not reaching your objective.
Your client recommends giving a 30% discount to see if that is a good incentive for potential customers to buy a new membership and generate results faster.
What strategies should you follow?
Select two that apply.
Choose ALL answers that apply.

• A. You build a custom audience based on people who've visited blog posts related to the product in the past
  45 days, and run the 30% discount campaign.
• B. You build a similar audience based on people who've checked out and run the 30% discount campaign.
• C. You build a custom audience based on people who registered, but haven't checked out, and run the 30% discount campaign.
• D. You build a new saved audience to reach new potential customers and run the 30% discount campaign.

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 job, income and mobile phone.
• B. Remove age, mobile and operating system.
• C. Remove age of children in household, luxury travel and job.
• D. Remove age, marathon and triathlon interests.

What strategies should you follow to prepare the marketing campaigns you will launch in 4 months?
Choose only ONE best answer.

• A. You should just launch ads to the current customer base. There is no need to launch ads to new audiences.
• B. You should analyze the current customer base so that you can then build a custom audience based on the insights you found.
• C. You should analyze the current customer base; understand their behaviors, demographics, and other important information, then build core/saved audiences based on these insights.
• D. You should analyze the current customer base and fan page in order to launch the campaign in 4 months.