Facebook 200-101 問題集

質問 1：
An ecommerce brand plans on running a Conversion Lift test on a new media platform. The digital marketing team wants to reach existing customers who have purchased one of its products within the past year. To enable this targeting decision, the digital marketing team asks an analyst to provide a list of email addresses of customers who made a purchase in the past 365 days. The total count of these customers is 10,000,000.
The platform does not have a lift tool in production, so it recommends that the advertiser hold out 10% of the customer list to compare against the other 90%.
Which sampling methodology should the analyst use to most efficiently select the test/control groups?
A. Stratified random sampling
B. Cluster sampling
C. Simple random sampling
D. Multistage sampling
正解：D

質問 2：
A new ecommerce company that sells raincoats for dogs leverages Facebook to drive product sales. The company serves a variety of videos and static images and only targets people who previously visited their website. The company historically spends $50,000 per quarter and always hits its ROAS goal of 3x.
Last quarter, the company aggressively tried to grow its business and tripled spend. At the end of last quarter, they compared performance between the previous two quarters and noticed the following differences in performance metrics:
* ROAS decreased by 40%
* Average frequency increased by 50%
* CPMs increased by 60%
* Reach increased by 10%
* Cost per click decreased by 15%
* Allocation of budget between creative formats remained the same
An analyst needs to run a test to identify how to scale spend efficiently. Which variable should the analyst test first?
A. Optimization (Purchase versus Traffic)
B. Audience (Retargeting versus Acquisition)
C. Bidding strategy (Cost Cap versus Lowest Cost)
D. Creative (Video versus Static)
正解：D

質問 3：
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?
A. Website visits
B. Incremental reach
C. Click-through rate
D. Incremental purchases
正解：C

質問 4：
An advertiser wants to know whether campaign strategy A had significantly different performance than campaign strategy B in terms of additional sales. The campaigns both ran at the same time against mutually exclusive portions of the advertiser's customer base.
What is the null hypothesis of the test design?
A. Sales Lift A = Sales Lift B
B. Sales Lift A > 0, Sales Lift B = 0
C. Sales Lift A = 0, Sales Lift B < 0
D. Sales Lift A >= Sales Lift B
正解：D

質問 5：
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?
A. Run both strategies at the same time and compare the conversions
B. Set up an A/B test comparing both strategies
C. Build a test based on a multi-cell experimental design
D. Review last-touch attribution model
正解：A