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Facebook Certified media buying professional Sample Questions:

1. 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 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.
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 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.
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, phone number, and value. With this information, you could build a value-based lookalike audience.

2. What will determine the results of your campaigns on the Facebook platform?
Select all that apply.
Choose ALL answers that apply.

A) Advertiser changes in audience, budget, placement, schedule, and optimization goals.
B) Facebook Auction.
C) Whether you use Facebook Manager or the Fan Page to run ads.
D) Pacing system you set up.

3. What are some of the benefits of using offline conversion events to track store purchases?
Select all that apply.
Choose ALL answers that apply.

A) Measure cross-channel conversions.
B) Deliver ads to people based on users who generate the most revenue.
C) Create custom audiences from offline events.
D) Integrate your offline events with website conversions.

4. What are three metrics that video can have a huge impact on brands?
Select all that apply.
Choose ALL answers that apply.

A) Brand Awareness
B) Ad Recall
C) Purchase Consideration
D) Cost Per Click

5. 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 impressions and measure impressions.
B) You should bid for CPM and measure conversions.
C) You should bid for clicks and measure impressions.
D) You should bid for conversions and measure impressions.
E) You should bid for installs and measure impressions.

Solutions: