Facebook 200-101 問題集

質問 1：
A clothing retailer recently streamlined its online ordering process in an effort to drive more sales. A four-week broadly targeted digital campaign was launched across Facebook, YouTube, display and programmatic video to promote the recent changes. The client is interested in determining high-performing conversion paths to develop a sequencing strategy moving forward.
What measurement approach should be used to determine the success of the campaign?
A. A/B test
B. Attribution
C. Randomized control trial
D. Pre and post survey
正解：D

質問 2：
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. Remove Messenger and Instagram Stories from the test campaign and retest with two new placements: Facebook News Feed and Instagram feed
B. Deliver budget against Facebook News Feed, Instagram feed, Messenger, and Instagram Stories within each ad set
C. Deliver budget to Facebook News Feed within each Ad Set
D. Deliver budget to only Facebook News Feed and Instagram feed within each Ad Set
正解：D

質問 3：
An advertiser recently ran a month-long campaign on a new media platform. This campaign targeted customers who had purchased from the advertiser in the past year. Of the 10 million customers targeted, 3 million were reached. The average frequency for the campaign was three impressions over the month. The advertiser spent $100,000 on this media buy.
After the campaign, an analyst from the media platform noticed that customers who received six or more impressions were twice as likely to purchase than those who received three or fewer impressions. To increase the number of users who receive six or more impressions, the analyst recommends that the advertiser double their spend. The goal is to increase the frequency from three to six in order to drive a significant increase in incremental return on ad spend.
What primary concern should the advertiser's in-house measurement team have about this conclusion?
A. The demographic makeup of the groups that received <=3 and >=6 impressions are different
B. This is a new platform, so the results must be validated multiple times before changing strategy
C. The campaign was not long enough to capture adequate data
D. This is an observational finding rather than an experimental finding
正解：B

質問 4：
A brand plans to run a one-month multi-cell Conversion Lift test on Facebook. The cells are designed to help the brand understand experimentally whether its current creative strategy works for different business goals. The different targets are as follows:
* Prospective audience
* Retargeting audience
What should the analyst recommend pursuing after the test?
A. Continue with the creative strategy for all cells with positive conversion lift
B. Continue with the creative strategy for all cells with positive statistically significant conversion lift
C. Continue with the creative strategy for the cell with the highest positive conversion lift
D. Continue with the creative strategy for the cell with the highest positive statistically significant conversion lift
正解：B

質問 5：
A large news company wants to develop a test that will show up in their marketing-mix model. The goal is to identify the effect of a new media channel during a one-week test conducted across many digital channels as well as TV. They are a national newspaper, so a significant number of conversions come organically on a weekly basis.
The company typically spends $275,000 per week on media, and plans to spend an additional $5,000 on this test, for a total weekly spend of $280,000. The company typically spreads the $275,000 across three digital channels and a mid-sized TV buy.
Which action should be taken to ensure the feasibility of the test showing up in the model?
A. Increase the number of channels being used
B. Increase the duration of the test-period
C. Increase the overall advertising spend across the target channel
D. Remove TV spending from the campaign
正解：C