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NEW QUESTION 31
You are a digital marketing manager for a retail company and manage the Business Manager for the business.
They've added you as an Admin on their Business Manager account.
You've recently hired a new agency to run your campaigns and would like for them to launch remarketing campaigns for people who've visited a landing page to claim a coupon.
What are some steps you need to take in order to allow the agency to access the Facebook pixel?
Select 2 that apply.
Choose ALL answers that apply.

• A. The agency needs to create a new pixel and install it to the website.
• B. Under your Business Manager' Pixels tab, you need add the agency's web master as a person with access to the pixel.
• C. Under your Business Manager' Pixels tab, you need add the agency as an "Assign Partner"
• D. Under your Business Manager' Pixels tab, you need add the agency ad account as an "Assigned Ad Account"
• E. You need to go to the Ad Account and assign the agency as partner.

Answer: C,D

Explanation:
Explanation
There are several way in which you can give the agency access to your website's pixel:
* Assign the agency as a "Partner" under your Business Manager
* Assign the agency's employees as "people" with access to your pixel under the Business Manager Keep in mind that the proper way to assign an agency is through the "Partnership" tab. Therefore, what you need to do is assign them as partners and assign the pixel to the proper ad account. You don't have to add the agency's employees as those will be added when you assign the agency as a partner to your business manager.

NEW QUESTION 32
Which strategy should you recommend to meet the client's goals?
Choose only ONE best answer.

• A. Custom audiences and Lookalike audiences.
• B. Interest and lookalike audiences.
• C. Custom Audiences and Carousel.
• D. Audience Network and Custom Audiences.

Answer: A

Explanation:
Explanation
Every time you work with a new client, your best audiences will always be Custom Audiences and Lookalike Audiences.
For physical locations, you want to re-market to existing customer databases.You want to use a custom audience of people who have already bought at the store to promote re-purchases.
You then want to use this database and use a similar/lookalike audience so that you can bring new potential customers over. Because you are using Facebook offline events, you can even segment people based on long-term value of sales.
The last audience you should be using is a saved/core audience, but you should always start with the other two first.

NEW QUESTION 33
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. Your InitiateCheckout audience should exclude the core audiences.
• B. The ad set running the Purchase event should include InitiateCheckout and AddToCart events from previous 60 days.
• C. The ad set running the purchase event should exclude all purchase events from last 30 days.
• 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 AddToCart event should include all InitiateCheckout and Purchase events from last 60 days.

Answer: B,C,D

NEW QUESTION 34
Your client is launching a new car nationwide.
They've come up with a marketing campaign that contains three different videos. They want to deliver the campaign to a large audience during a specific time frame.
What buying option should they use and how should you optimize your campaigns?
Choose only ONE best answer.

• A. Ad Auction, with a brand awareness campaign, in order to maximize reach of the different campaigns.
• B. Reach and Frequency, with Scheduled delivery, so that you run campaigns on specific dates.
• C. Reach and Frequency, with Sequenced delivery, so that you run campaigns on specific dates.
• D. Ad Auction, running multiple campaigns with specific dates so that it's targeted correctly.

Answer: B

Explanation:
Explanation
Whenever a customer is running a nationwide campaign, you want to go with "Reach and Frequency" option.
This buying option will allow you to control reach, frequency, and budget.
There are three ways you can optimize your video campaigns within the reach and frequency options:
* Standard
* Sequenced
* Scheduled
Below is a table with the differences for each:

In this case, you want to use the "Schedule" option as the client wants to run the campaign on specific dates.

NEW QUESTION 35
You have just gotten the results from a conversion campaign you ran for a membership site for 2 weeks:
There were 9 new customers acquired through the campaign.
Customers usually pay 6 months on average.
The monthly membership fee is $15.
The total amount you spent on the campaign was $400.
What is the ROAS for this campaign?
Choose only ONE best answer.

• A. $265
• B. $102.50
• C. $410
• D. -$265

Answer: C

Explanation:
Explanation
Return on Ad Spend (ROAS) measures gross revenue generated directly for every dollar spent on the advertising campaign:
ROAS = Revenue From Ad Campaign / Cost Of The Ad Campaign
A more accurate way to calculate ROAS when you have recurring revenue is with the following formula:
ROAS = (# of new customers acquired from Campaign x LTV of a New Customer) - Cost of Ad Campaign In this case, you would need the following info:
# of new customer => 9
LTV of new customers => 6 * $15 = $90
Cost of Ad Campaign => $400
ROAS = 9 * $90 - $400 = $410

NEW QUESTION 36
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