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質問 41
What are some best practices for videos in Facebook News Feed that will drive the most positively impacted Ad Recall?
(Select all that apply)
Choose ALL answers that apply.

• A. Make sure message is easy to understand with sound off
• B. Make long videos
• C. The product being featured should be featured for the majority of 30 seconds of ad
• D. Capture attention quickly in the first 3 seconds of video
• E. The video needs to have a lot of text to convey the right message
• F. Be open to experiment, test and make changes to your videos

正解: A,C,D,F

解説:
Explanation
In light of new test results-in combination with new research from Facebook IQ on designing effective video ads for the mobile feed- Facebook has made some updates to its mobile video creative considerations.
Facebook has added a new tip on framing and revised their suggestion on experimentation to encourage advertisers to play more as they explore storytelling through video in mobile feed.
Here are other updated video creative considerations:
* Capture attention quickly. Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the ad to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.
* Design for sound off. Since most video ads in mobile feed are viewed without sound, it's important to convey your message visually. Showing captions, logos and products can help communicate your message, even in silence.
* Frame your visual story. Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop and overall visual composition to make sure your story is told well on a small screen.
* Play more. There's no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing and iterating to learn what works for your brand and audience.

質問 42
You would like to optimize a 10 second long video creative for a new product. They video has the brand mentioned early on the video and your client wants you to optimize for CPVC.
Which objective should you select in your campaign?
Choose only ONE best answer.

• A. Video Completion Objective
• B. Reach objective
• C. Video Engagement
• D. Brand Awareness Objective
• E. Video Views Objective

正解: E

解説:
Explanation
10-Second Video Views
The number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first.
How It's Calculated
The metric counts when your video was watched for an aggregate of 10 seconds or more, or to 97% of its length, whichever happened first. (Example: if someone watches a 5-second video for 4.85 seconds, or a
10-second video for 9.7 seconds, that counts as a 10-second video view.) People frequently drop off before the true end of a video when credits roll or content fades out, so 97% is considered to be the video's full length.
CPVC - Cost per video completion
Cost per video completion (CPVC) is a metric that will show up on your exam. Most CPVC optimization will be video view campaign objective.

質問 43
What are the different audiences you can analyze with Audience Insights?
(Select all that apply)
Choose ALL answers that apply.

• A. A custom audience based on your website visitors.
• B. All audiences you need.
• C. Your Facebook page fans.
• D. People interested in music.
• E. People from your customer database.

正解: C,D

質問 44
What are some reasons you want to optimize for landing page view and not clicks or conversions?
Select all that apply
Choose ALL answers that apply.

• A. A website can take too long to load
• B. Your goal is to get more conversions
• C. You are not generating at least 50 conversion events per week
• D. A person clicks on an ad accidentally and closes the window before it opens

正解: A,C,D

解説:
Explanation
The following scenarios are examples of link clicks that may not result in a landing page views:
* A person clicks a link accidentally and closes the page before it gets a chance to load
* A person clicks a link intentionally, but the page takes too long to load and the person closes it before it finishes If I can optimize for landing page views, should I?
It depends on your goal and/or ad format:
* If your goal is to get more traffic on a specific page (or specific pages) of your website: We recommend landing page view optimization over link click optimization, since the former can improve traffic quality. We especially recommend it if you're trying to get people to land on a page (or pages) on their mobile devices.
* If your goal is to get more conversions: We recommend trying to optimize for conversions first.
However, conversion optimization does not work for everyone. A conversion-optimized ad set needs to get about 50 of the conversion it's optimized for per week (though getting even more is better) to have a chance at being effective. If your ad set doesn't get that many per week, landing page views could be an effective alternative. They're also a good choice if you don't have lower-funnel events (ex: a purchase conversion) set up with your pixel yet.
* If your goal is to get more people viewing more content on your site overall (not landing on specific destination URLs of ads): We recommend optimizing for ViewContent conversions instead of landing page views, since the former optimizes for people to view any page on your site with that event added.
Note: This means you have to add that specific event to every page you want people to view. For landing page view optimization, you only have to have the pixel base code on every page you want people to land on (we only optimize for people landing on your website after clicking from your ad).
However, keep in mind that this type of optimization is not available for ad sets in Traffic campaigns.
* If you're using an ad format (ex: Canvas, Offers, Messenger) that takes people to a Facebook page or video: We recommend optimizing for link clicks, not landing page views.

質問 45
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