Facebook Certified Planning Professional Exam Solution

Facebook Certified Planning Professional Exam Solution 

Given below are the question & answer of Facebook Certified Planning Professional Exam:

• 1. An advertiser is launching a large brand campaign for 4 weeks on Instagram and Facebook. The KPIs are ad recall and campaign awareness. Minimum audience has been reached.
  
  What is the optimal measurement study to measure these KPIs?

1. Nielsen DAR
2. TRP Measurement
3. Engagement rates
4. Brand lift study
• 2. A fashion ecommerce advertiser used Dynamic Ads to retarget people who visited their website in the past 30 days. Their website has 5000 different kinds of products, including women's clothing, men's clothing, shoes, and accessories. The advertiser uploaded all of the products into the product feed and created a product set that contained every product. The campaign started 3 weeks ago. CPA has been increasing since then.
  
  Which three actions could the advertiser now take to optimize the performance of their campaign? (Choose three.)

1. Exclude website visitors who have made a purchase in the past 30 days
2. Create a new ad set with the same product set and target people who added items to their cart in the past 30 days
3. Upload a new product feed with fewer products
4. Create new ad sets with product sets based on different product categories
5. Decrease the budget for this DPA campaign and create new campaigns targeting website visitors in the past 30 days
• 3. A children's fashion brand has more than 100 outlets in the UK. The brand is running a Facebook campaign for its mid-year sales. The brand runs three ad sets in parallel to reach different audience groups:
  
  1. Parents with children ages 12 or younger
  2. People with affiliation to fashion brands
  3. The brand's VIP members who purchased over $1000 in the past year
  
  Which three targeting methods is the brand using in this campaign? (Choose three.)

1. Demographic targeting
2. Interest targeting
3. Custom Audience targeting
4. Lookalike Audience targeting
5. Location targeting
• 4. A CPG brand sells personal care products and plans to launch a new product across devices and mediums in the market. For its post-campaign review, the brand wants to learn how this new product has created the awareness within the target audience, if the target audience can recall the campaign message afterwards, and whether or not the target audience likes this new product.
  
  Which two measurements help the brand measure its business objectives? (Choose two.)

1. Facebook brand lift polling
2. Millward Brown cross-media study
3. Online conversion lift study
4. Nielsen BrandEffect study
5. Cross-device measurement
• 5. A water purifier brand wants to use Facebook to identify new customers. The advertiser is NOT yet well known in the market due to distribution issues. Existing customers are generally very satisfied and loyal to the brand.
  
  What kind of targeting strategy should the advertiser use?

1. Use a demographic and interest targeting to get the largest audience on Facebook
2. Create a Lookalike Audience from the existing database and use it for targeting
3. Open the targeting as broad as possible but make sure that the creatives clearly state the limited distribution
4. Create an audience base using retargeting from the video audience
• 6. A Korean mobile app game brand has expanded to the US. The brand needs to launch a Facebook campaign. The campaign marketer knows the following:
  
  - Objective: drive app installs and acquire new users
  - Target: 18-35 Android users living in the US
  - Facebook SDK: implemented (No app event has been implemented yet.)
  - Average CPI for game apps in the US: $6
  - Average lifetime value of a user: $11
  
  The marketer ran a test campaign for mobile app installs on Facebook and acquired the following information:
  
  - Average CPM: $13
  - Impression to click conversion rate: 5%
  - Click to app install conversion rate: 15%
  
  The marketer is aiming for 250% ROAS and wants to acquire at least 9,000 new users.
  
  How much budget should the marketer allocate on app install campaigns on Facebook?

1. $99,000
2. $54,000
3. $39,600
4. $15,600
• 7. A client sells shoes on an ecommerce website. The client needs to maximize the number of sales on the website and the return on ad investment. The client is launching its first Facebook campaign. The client has implemented the Facebook pixel on the website and added the conversion value as a parameter.
  
  Which campaign metrics should be focused on?

1. Website clicks, relevance score, Page likes
2. Website conversions, cost per conversion, ROAS
3. Website clicks, cost per conversion, CTR
4. Website conversions, ROAS, relevance score
• 8. An ecommerce advertiser has the following results:
  
  - Lifetime value of an acquired user is $10
  - Cost of doing business is $1
  - Desired profit per user is $2
  
  What is the advertiser's true bid on a cost per acquisition campaign?

1. $11
2. $9
3. $8
4. $7
• 9. A food delivery retailer is very successful in its home country and plans to expand to more markets. The retailer started with taking delivery orders online. Facebook has been a successful marketing platform for the retailer with a website conversions campaign to acquire online orders. Recently the company has developed a mobile app that allows customers to order from their phones. Feedback on the new app is very positive because customers have a better mobile experience ordering and paying in the app. The retailer finds out that target audiences in the new markets are more likely to purchase on mobile.
  
  What should be the primary goal for this brand to promote its business in the new markets?

1. Promote brand awareness by attracting website orders from new markets
2. Promote online sales by attracting more website orders from new markets
3. Promote brand awareness by driving mobile app downloads from the new markets
4. Promote online sales by driving mobile app downloads in the new markets
• 10. A travel portal site advertiser wants to know their customers to improve their marketing strategies. The advertiser does NOT have customer information except for cookies, name, email address, and phone number.
  
  Which two pieces of audience information are available within the Audience Insights tool? (Choose two.)

1. Devices used
2. Demographic
3. Dwell time of their website
4. Average basket size
5. Top last visited locations
• 11. A cosmetics advertiser is planning a campaign in the US for its newly launched lipstick in the market and needs brand metrics to measure campaign effectiveness.
  
  - Spending is $150,000.
  - The campaign length will be about 2 weeks.
  - The estimated impressions will be about 16M.
  - The target audience size is 4.8M people.
  - The campaign will be running on both Facebook and Instagram.
  - The creative assets will be mixed with images and videos.
  
  The advertiser needs to meet the minimum requirements for a BrandEffect measurement study.
  
  Which adjustment should be made to meet these minimum requirements?

1. Remove Instagram
2. Reduce the impressions to 10M
3. Extend campaign length to more than 4 weeks
4. Remove images and focus on video assets only

The correct answer was Extend campaign length to more than 4 weeks.

• 12. A mobile app brand decides to run a mobile app install campaign on Facebook. However, an app installation has NOT occurred for more than 3 days.
  
  Which feature is likely set up incorrectly?

1. Facebook SDK
2. Facebook pixel
3. App events
4. Standard events

Given below is my result of Facebook Certified Planning Professional Exam.