Facebook Certified Marketing Science Professional - 200-101 Exam Practice Test
A spa wants to increase awareness of its package holiday deals internationally. It has been investing heavily in influencer marketing and social media campaigns. Its most popular influencer recently posted a video about the retreat that received 500,000 likes in the first day. The spa gained more than 3,000 new followers on its Instagram account.
Given the outcome of this organic post, the spa decides to pull their paid social media campaigns because this spend generates only a quarter of the engagement compared to influencer posts.
What advice should the analyst share about measuring success in this way?
Given the outcome of this organic post, the spa decides to pull their paid social media campaigns because this spend generates only a quarter of the engagement compared to influencer posts.
What advice should the analyst share about measuring success in this way?
Correct Answer: B
Vote an answer
A beauty brand notices an increase in consumer demand for organic beauty products and wants to increase sales with its current budget. Its media spend is across four media channels with equal budget allocation. The company buys two target audiences. One audience is a demographic target audience, ages 25-35. The other audience is a behavioral target audience of people who have expressed interest in organic beauty products. This beauty brand gives credit for a conversion when one of these high-intent consumers is served an ad and clicks the ad.
The analyst recommends shifting the total budget to the demographic target audience. What is a possible reason for this recommendation?
The analyst recommends shifting the total budget to the demographic target audience. What is a possible reason for this recommendation?
Correct Answer: C
Vote an answer
An ecommerce brand decides to run a Facebook campaign, targeting men, to sell its recently released product. The company plans to run a single-cell Conversion Lift test to understand whether that campaign can achieve significant sales lift.
The Facebook pixel is correctly integrated on its website. It also recently released a mobile app with exclusive offers only available when a customer orders through the app. In the past, it has had a narrower target of men, ages 18-44, and it plans to use the same media weight that it has used in previous campaigns.
What is a potential issue that may affect the measurement of this campaign?
The Facebook pixel is correctly integrated on its website. It also recently released a mobile app with exclusive offers only available when a customer orders through the app. In the past, it has had a narrower target of men, ages 18-44, and it plans to use the same media weight that it has used in previous campaigns.
What is a potential issue that may affect the measurement of this campaign?
Correct Answer: D
Vote an answer
An ecommerce brand needs to determine if additional placements will drive more results than focusing the budget primarily on Facebook Feed.
A/B test results:
* Campaign 1: Facebook Feed
* Cost per purchase: S5
* Campaign 2: Four placements
* Cost per purchase: S3
* Facebook News Feed cost per purchase: $1.50
* Instagram feed cost per purchase: $2.50
* Messenger cost per purchase: $6
* Instagram Stories cost per purchase: $7
Which action should the brand take?
A/B test results:
* Campaign 1: Facebook Feed
* Cost per purchase: S5
* Campaign 2: Four placements
* Cost per purchase: S3
* Facebook News Feed cost per purchase: $1.50
* Instagram feed cost per purchase: $2.50
* Messenger cost per purchase: $6
* Instagram Stories cost per purchase: $7
Which action should the brand take?
Correct Answer: C
Vote an answer
A travel company wants to know if it gets additional conversions by relying only on its direct response strategies, as opposed to combining each strategy with branding campaigns. The company continuously keeps track of each strategy's performance, but it measures them separately. Also, each strategy's measurement has its own KPI. These are the latest results:
* Branding campaigns:
* A benchmark of 35 Brand Lift tests, SI.70 USD per additional ad recaller
* An average of 125 conversions per campaign
* Direct response campaigns:
; A benchmark of 20 Lift tests, $2.50 USD per Conversion Lift - An average of 370 conversions per campaign
What should the company do to test if it gets more incremental conversions from relying only on direct response strategies?
* Branding campaigns:
* A benchmark of 35 Brand Lift tests, SI.70 USD per additional ad recaller
* An average of 125 conversions per campaign
* Direct response campaigns:
; A benchmark of 20 Lift tests, $2.50 USD per Conversion Lift - An average of 370 conversions per campaign
What should the company do to test if it gets more incremental conversions from relying only on direct response strategies?
Correct Answer: C
Vote an answer
A startup ecommerce company is beginning to run media campaigns to increase sales. It is having trouble taking action from its media campaigns because of the high number of KPIs it is considering when analyzing results.
The startup company has been in the growth phase, so the focus has been on increasing the number of people who see ads for their products on Facebook. As the company grows, the focus is shifting towards generating sales. For its Facebook campaigns, the business is considering incremental purchases, incremental reach, CPMs, website visits, clicks and impressions.
Which metric should be prioritized to support the company's new Facebook marketing strategy?
The startup company has been in the growth phase, so the focus has been on increasing the number of people who see ads for their products on Facebook. As the company grows, the focus is shifting towards generating sales. For its Facebook campaigns, the business is considering incremental purchases, incremental reach, CPMs, website visits, clicks and impressions.
Which metric should be prioritized to support the company's new Facebook marketing strategy?
Correct Answer: B
Vote an answer