META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 4 – Advertising with Meta

Week 3: Select Your Audience, Platforms and Schedule

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TABLE OF CONTENT

In this week, you’ll learn how to select the audience for your ad campaign and how to use the Meta pixel to create custom or lookalike audiences. You’ll also learn how to choose placements and schedule your ads in Ads Manager.

Learning Objectives

  • Choose ad placements in Ads Manager
  • Understand the basic function of the Meta Pixel
  • Understand and create Core, Custom and Lookalike audiences in Ads Manager
  • Schedule your ad sets and estimate audience reach
  • Get familiar with optimization and spending controls

PRACTICE QUIZ: CREATING AN AUDIENCE IN ADS MANAGER

1. Why is targeting your audience important? (Choose all that apply)

  • Better optimize your ad spend, time, and resources
  • It guarantees you future sales
  • Better match your customers and your products (CORRECT)
  • Find potential customers based on characteristics and behaviors who may be interested in your products or services

Correct! Instead of advertising to the whole world, target a smaller group with greater returns.

Correct! Instead of advertising to the whole world, target people who are the best match to the problem you’re trying to solve.

Correct! Instead of advertising to the whole world, target people who are most likely to be interested.

2. What are the types of audiences you can create in Ads Manager?

  • Page Followers, Website Visitors, and App Users
  • Custom Audience and Lookalike Audience
  • Core Audience, Custom Audience, and Lookalike Audience (CORRECT)
  • Core Audience, Page Followers, and Engagement

Correct! These are the three audiences you can create in Ads Manager.

3. What criteria categories can you adjust when you create a Core Audience?

  • Time Zone, Zip Code, Demographics, and Behaviors
  • Demographics, Interests, and Behaviors
  • Location, Age, Gender, Demographics, Interests, and Behaviors (CORRECT)
  • Location, Age, Gender, Network, Friends, and Other

Correct! Use these to narrow down your audience’s characteristics for better targeting.

4. Which of the following events can the Facebook pixel track?

  • Placing an item in a shopping cart
  • Submitting an online form
  • Visiting a specific webpage
  • All of the above (CORRECT)

Correct! This is one of the things the pixel can track.

5. Which of the following are ways to create a Custom Audience? (Choose all that apply)

  • Use data based on Facebook information, such as people who watch a specific video or people who have interacted with your Instagram profile (CORRECT)
  • Use data based on a person’s browsing history
  • Use data from Facebook’s SDK installed on your app (CORRECT)
  • Upload a customer list (CORRECT)

Correct! These are called Engagement Custom Audiences and can be created from six different Facebook sources.

Correct! You can build a custom audience based on specific actions people have taken in your app, as long as you have Facebook’s SDK installed.

Correct! A customer list prepared as a csv or txt file can be uploaded to create a Custom Audience.

6. Which Custom Audience is better?

  • Typically a smaller, more specific audience is the best (CORRECT)
  • Typically a smaller, really broad audience is best
  • Typically a bigger, really broad audience is best
  • Typically a bigger audience from one location is best

Correct! A smaller, more targeted audience will focus your investment and give you better, more aligned returns.

7. If a business wants to retarget customers who previously purchased an item from its website, what audience type should it use?

  • Page followers
  • Lookalike Audience
  • Custom Audience (CORRECT)
  • Behaviors

Correct! You can create a Custom Audience that targets people who have purchased from your website.

8. What categories of characteristics can you choose from?

  • Demographics, Favorites, and Behaviors
  • Interests and Behavior
  • Interests and Spending
  • Demographics, Interests, and Behaviors (CORRECT)

Correct! These are the three categories of audience characteristics.

9. What’s the difference between a primary and secondary audience?

  • A primary audience has the characteristics of people who will buy a product; a secondary audience may have different characteristics but are still interested (CORRECT)
  • A primary audience shops both in-person and online; a secondary audience only shops online
  • A primary audience are people who purchase things; a secondary audience does not
  • A primary audience is worth spending advertising on; a secondary audience is not

Correct! This is the difference between a primary and secondary audience.

10. How does Facebook get its audience data? What types of audience information does Facebook use to build segments that you can target with advertising?

  • Profile information like age, gender, location, etc.
  • Page likes, post likes, video likes
  • Location check-ins
  • All of the above (CORRECT)

Correct! Facebook uses all of this information  — and more — to build audiences for you to target.

11. Can you set criteria for a Core Audience?

  • No, you must leave setting criteria up to Facebook
  • Yes, you can set location, age, gender, and detailed targeting characteristics (CORRECT)
  • Yes, you upload a list and Facebook does it for you
  • No, you can set criteria, but not for a Core Audience

Correct! Facebook will let you craft your audience with these criteria.

12. What types of people comprise a Custom Audience?

  • People who have already interacted in some way with your business (CORRECT)
  • A focus group you gather
  • Strangers who haven’t yet heard of your brand
  • Profiles you search out and pick from Facebook

Correct! You can create Custom Audiences to nurture your customers along their buyer journey.

13. What is a Lookalike Audience?

  • An audience that has the same characteristics as one of your existing audiences (CORRECT)
  • A duplicate of your Core Audience
  • A duplicate of a Custom Audience
  • An audience with profile pictures who look like your current customers

Correct! Facebook can create an audience that looks like one of your current audiences.

14. At what level of Facebook Ads Manager would you create a Core Audience?

  • Ad Account level
  • Ad level
  • Ad Set level (CORRECT)
  • Campaign level

Correct! You would create your Core Audience — or any audience — at the Ad Set level.

15. What options are available to browse under “Detailed Targeting”?

  • Demographics, Gender, and Age
  • Demographics, Interests, and Behaviors (CORRECT)
  • Location, Gender, and Behaviors
  • Demographics, Location, and Age

Correct! You can utilize these options to narrow your audience.

16. What does the “Connections” option do for you?

  • It creates a nice user interface for more interactive browsing
  • It allows you to track customer behavior to better inform your marketing decisions (CORRECT)
  • It can replace Google Analytics
  • It can give you the names of people who visit your site

Correct! The Pixel is a powerful piece of code that tracks customer behavior so you can better understand them.  It can also help you measure and optimize your campaigns.

17. Why would you add the Facebook Pixel to your website?

  • It creates a nice user interface for more interactive browsing
  • It allows you to track customer behavior to better inform your marketing decisions (CORRECT)
  • It can replace Google Analytics
  • It can give you the names of people who visit your site

Correct! The Pixel is a powerful piece of code that tracks customer behavior so you can better understand them.  It can also help you measure and optimize your campaigns.

18. What are some actions or “events” the Pixel can track on your website? (Choose all that apply)

  • Which keywords were used in search, or why someone didn’t complete a purchase
  • Starting the checkout process, or adding payment information (CORRECT)
  • Making a purchase, or adding an item to a shopping cart (CORRECT)
  • Doing a search, or submitting a form (CORRECT)

Correct! The Facebook Pixel allows you to track these actions or “events.”

19. What does Facebook do with the data a business provides from their own sources?

  • Facebook matches it with their data, while keeping it anonymized (CORRECT)
  • Facebook doesn’t allow you to provide your own data
  • Facebook uses business-provided data alone to create audiences
  • Facebook merges it with their data, and tells the user they’re part of a list

Correct! Facebook will match business customer data with their data through identifiers, yet keep it all anonymous.

20. Why might a business create a Custom Audience of website visitors?

  • To track page views and unique visitors to the website
  • To retarget those website visitors with an ad to keep the business top-of-mind (CORRECT)
  • To invite them to a special event
  • To discover your most popular content

Correct! A website visitor already shows interest in your brand, so make sure they come back by retargeting.

21. What kinds of Custom Audiences can you create?

  • Ones that use Facebook data sources (CORRECT)
  • Ones made up of the audience of competitor pages
  • Ones based on offline activity or a mailing list (CORRECT)
  • Ones based on website visits or app activity (CORRECT)

Correct! These are just a few of the Custom Audiences you can create.

22. What is a Value-Based Source?

  • A source of data that contains value or purchase information on customers (CORRECT)
  • A source of data that contains information on how positive or negative you feel about your customers
  • A source of data that contains numerical ranks of your customers
  • A source of data that contains basic information about your customers, but not what they spend

23. Can you create a Lookalike Audience from scratch?

  • No, but only in specific Campaigns
  • No, you need a data source to create a Lookalike Audience (CORRECT)
  • Yes, and you can set location, demographics, and more
  • Yes, and Facebook will do it for you

Correct! Use either a Value-Based Source from the Pixel, or another created audience.

24. What’s the benefit of creating more than one Lookalike Audience?

  • You’re guaranteed twice the number of ad interactions
  • You can set different locations for the two different audiences
  • You can test different audiences at varying levels of similarity (CORRECT)
  • There’s no benefit

Correct! You can also set the levels of similarity of the audiences.

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QUIZ: SELECT YOUR AUDIENCE, PLACEMENTS AND SCHEDULE

1. The three audience types you can create in Ads Manager are Core Audiences, Lookalike Audiences, and _____________?

  • Tailored Audiences
  • Custom Audiences (CORRECT)
  • Personalized Audiences
  • Creative Audiences

Correct! The three audience types are Core, Custom, and Lookalike.

2. An apparel company known for its line of t-shirts and hoodies is trying to boost an accessories line it launched last year, but they can’t seem to get it to pick up.

They know they have sales, and they know they have visitors to the product page, but they can’t connect the two, and retargeting their core audience doesn’t seem to be working. They recently installed the Facebook pixel on the website.

What are all the events they can now track?

  • Page visitors to see who is visiting the accessories page so they turn them into an audience
  • Completed purchases to see who is buying from the accessories page so they turn them into an audience
  • Started purchases to see who is buying from the accessories page so they turn them into an audience
  • All of the above (CORRECT)

Correct! They can track all the events above to help them better target their audience and increase sales.

3. A music shop wants to start advertising to bring more people in for in-person instrument lessons.

They have a big following on Facebook, and a lot of people like, comment on, and share their mini video lessons. They know they can capitalize on that audience somehow, but they’re not sure how. What would you tell them?

  • Target their entire Facebook following with advertising for in-person lessons
  • Mention the in-person lessons more in their email newsletter
  • Create a Custom Audience from viewers of the videos, and target them with advertising for in-person lessons (CORRECT)
  • Post a comment on each video about in-person lessons

Correct! They can use Facebook-sourced options in Custom Audience to engage with people already interested in learning an instrument.

4. Often scheduling your ads is very useful, but it could also be harmful. In what way could it be harmful to your campaign?

  • It limits ad delivery and so you could miss out on conversions outside of your scheduled window (CORRECT)
  • It targets a high traffic time of day
  • It targets a specific audience who is on at certain times of day
  • It increases your budget

Correct! This is not an option when scheduling your ad on Ads Manager.

5. A mobile app-based company wants to improve their advertising, and wants to start playing around with Manual Placements to see if that improves their return. Of the four responses below, which would be a good place to start?

  • Set their ad placements to Messenger only
  • Set their ad placements to Audience Network only
  • Set their ad placements to Desktop only
  • Set their ad placements to Mobile only (CORRECT)

Correct! Since they’re a mobile app, it makes sense to narrow ad placement to mobile.

6. You’ve taken over ads management for a business who hasn’t been finding success in their advertising. When you look at their Insights, you see that their audience is usually online on the weekends. Yet when looking at the budget, you see that they chose Daily Budget.

In this situation is Daily Budget the best setting for their budget? 

  • Yes, it’s best to get ads out every day, whether the audience is online or not
  • Yes. The Daily Budget will adjust to spending nothing on days your audience isn’t online 
  • Daily Budget and scheduling have no correlation
  • No, the Daily Budget will spend a certain amount daily, whether your audience is on or not — which means they are spending money on ads that run during the week and aren’t reaching the target audience (CORRECT)

Correct! The Daily Budget will continue to spend on days when your audience isn’t there, wasting money and opportunity. Change this to Lifetime Budget.

7. As you’re setting up your Ad Set options, like audience, placement, and budget, why should you pay attention to the Audience Size dial and the Estimated Daily Results measure?

  • The Audience Size dial will help you determine if you’re setting options that are making it too small or leaving it too big, but the Estimated Daily Results won’t help you
  • It will measure in real time the exact audience size so you can tell if you’re setting options that are making it too small or leaving it too big
  • It will measure in real time an estimated audience size so you can tell if you’re setting options that are making it too small or leaving it too big (CORRECT)
  • It will give you an estimated audience size based on other factors outside of audience, placement, and budget, so don’t worry about it

Correct! Keep an eye on the dial to help you set up your criteria.

8. A quick service restaurant client is launching a new delivery service and wants to build awareness of the service to a large number of people. The client wants to launch a campaign that reaches people ages 18-34 who are interested in food and dining. The client has two creatives: a ThruPlay video and a 6-second video.

Which objective and placements should the client use?

  • Reach objective on Instagram Stories, Instagram feed and Facebook feed (CORRECT)
  • Traffic objective on Instagram Stories, Instagram feed and Facebook feed
  • App Installs objective on Facebook feed and Instagram feed
  • Lead Generation objective on Facebook feed and Instagram Stories

9. Which example below best fits the concept of a “target audience”? 

  • A Boston Red Sox fan seeing ads for Red Sox and other Boston sports team apparel (CORRECT)
  • A teenager seeing ads for term life insurance
  • A middle-aged suburban mom seeing ads for pop concerts
  • Residents of San Diego seeing ads for vacations to San Diego

Correct! This would be an example of an ad finding its target audience.

10. A movie theater just opened in New York City. They show classic, foreign, and art-house films, and do theme weeks, film festivals, and actively promote local filmmakers, bringing them in for discussions of their films.

You’re creating a Core Audience for them. What criteria would you probably choose?

  • Location: New York City
  • Age: 30-60
  • Gender: All
  • Detailed Targeting: Filmmaking, Art Film, Movies, Short Films, Documentaries (CORRECT)
  • Location: Metro New York City Area
  • Age: 40-60
  • Gender: Men
  • Detailed Targeting: Movies, Road Movies, Motorsports, Auto Racing
  • Location: Northeast USA
  • Age: 18-30
  • Gender: All
  • Detailed Targeting: Movies, Action Movies, Console Gamers, Gaming, RPG
  • Location: New York State
  • Age: 30-40
  • Gender: Women
  • Detailed Targeting: Visual arts, performing arts, art film, museums, galleries

Correct! In thinking through a target audience persona, this Core Audience will be most aligned with people interested in the theater’s offerings.

11. A local ice cream shop has been using an app-based rewards card for years that their customers can scan at check-out.

They want to do more advertising around their new flavors, catering, and apparel online, but are not sure how. What would you tell them?

  • Create a Custom Audience of people who use the app, and target them with advertising for new ice cream offerings (CORRECT)
  • Create a Custom Audience of people who visit the website, and target them with advertising for new ice cream offerings
  • Target their entire Facebook following hoping they’ll catch the customers who are using the app
  • Put up signboards in the store around new offerings

Correct! They can use Facebook-sourced options in Custom Audience to further engage with loyal customers.

12. True or False: You must have Lifetime budget selected in order to set a specific ads schedule (i.e. one with specified days and times).

  • True (CORRECT)
  • False

Correct! These are the scheduling options you have.

13. A store is just beginning to expand into the online space. The store hasn’t had a big social media presence before, but now they are investing heavily into a social media and advertising strategy. How should they think about their ads placements?

  • Since they don’t have much experience with social media, they should set their Ads Placements to Automatic Placements to let Facebook optimize their ads (CORRECT)
  • They don’t have much experience with social media, but having an ad in Search sounds good, so they should set their Ads Placements to Manual and choose “Search” only
  • They don’t have much experience with social media, but know that they have a following on Instagram, they should set their Ads Placements to Manual and choose “Instagram Feed” only
  • Since they don’t have much experience with social media, they should set their Ads  

Correct! If they let Facebook do the optimization, they’ll get better placements, and can then track and iterate on what they find in the future.

14. You’ve recently stepped in to run ads for an e-commerce business. They’ve run multiple ad campaigns, but saw a lot lower actions taken than they thought they would see.

You investigate their Core Audience settings, and find the location set to three neighborhoods in San Francisco, the age set to 25-30, and just one detailed targeting criteria. What does this tell you? 

  • They set their audience up too narrowly, but that’s okay – they can just keep trying
  • They set their audience up too narrowly, so their Audience Size was too small, and didn’t get them the reach they needed (CORRECT)
  • They set their audience up too broadly, so their Audience Size was too big, and didn’t get them the right audience they needed
  • Their Core Audience looks fine, and you’re not sure why there’s a problem

15. A skate park just opened in a suburban town, the biggest of its kind in the Northeast USA.

You’re creating a Core Audience for them. What criteria would you probably choose?

  • Location: New York City
  • Age: 30-60
  • Gender: All
  • Location: Southwest USA
  • Age: 18-30
  • Gender: All
  • Detailed Targeting: Movies, Action Movies, Console Gamers, Gaming, RPG
  • Location: Northeast USA
  • Age: 18-25
  • Gender: All
  • Detailed Targeting: Skateboarding, Spots, Extreme Sports, Vans, Thrasher Magazine (CORRECT)
  • Location: Metro New York City Area
  • Age: 40-60
  • Gender: Men
  • Detailed Targeting: Movies, Road Movies, Motorsports, Auto Racing

Correct! In thinking through a target audience persona, this Core Audience will be most aligned with people interested in the theater’s offerings.

16. An apparel company known for its line of t-shirts and hoodies is trying to boost an accessories line it launched last year, but they can’t seem to get it to pick up.

They know they have sales, and they know they have visitors to the product page, but they can’t connect the two. Retargeting their core audience doesn’t seem to be working.

Why would installing the Facebook Pixel be a good idea?

  • The Pixel will start collecting names and purchasing history to create a database for them
  • The Pixel is like Google Analytics, so it’ll provide web metrics content
  • The Pixel will allow them to track events customers take — like website visits, start purchases, and completed purchases — so that they can create custom audiences and target audiences for their new product line (CORRECT)
  • The Pixel will manage and schedule their social media content, so they can have a better strategy for targeting their audience

Correct! They can track all the events above to help them better target their audience and increase sales.    

         

17. A commercial baking supply company can’t seem to crack the code on their marketing. You’ve been brought in to help, and wonder if the fact that bakers work overnight is playing a factor in this.

You find that Insights tells you that your target audience is on Facebook mostly late evening/early morning, while ads were scheduled during the afternoon/peak hours. Why is this good to know? 

  • It shows that there’s a connection between what your audience clicks on and when you schedule ads
  • It shows that ads scheduled during the afternoon/peak hours work best 
  • It shows that you need to be aware of when your audience is online in order to schedule ads accordingly (CORRECT)
  • It shows that there’s a connection between when the audience is online and ad placement 

Correct! If your ads aren’t appearing when your audience is online, you need to change your scheduling.

18. Which example below best fits the concept of a “target audience”? 

  • A Millennial city-dweller who loves fitness seeing an ad for a new treadmill gym opening in their neighborhood (CORRECT)
  • A marathon runner seeing ads for junk food 
  • An arts-and-culture leader in the community seeing ads for college sports 
  • An artist in the Southwest seeing an ad for an art supply sale from a brick-and-mortar store in the Northeast

Correct! This would be an example of an ad finding its target audience. 

19. A new art gallery is opening in San Francisco with a focus on promoting female visual artists and photographers.

You’re creating a Core Audience for them. What criteria would you probably choose?

  • Location: San Francisco
  • Age: 30-60
  • Gender: Women
  • Detailed Targeting: Visual arts, performing arts, art film, museums, galleries (CORRECT)
  • Location: Metro New York City Area
  • Age: 40-60
  • Gender: Men
  • Detailed Targeting: Movies, Road Movies, Motorsports, Auto Racing
  • Location: Northwest USA
  • Age: 18-30
  • Gender: All
  • Detailed Targeting: Movies, Action Movies, Console Gamers, Gaming, RPG
  • Location: New York City
  • Age: 30-60
  • Gender: All
  • Detailed Targeting: Filmmaking, Art Film, Movies, Short Films, Documentaries

Correct! In thinking through a target audience persona, this Core Audience will be most aligned with people interested in the galleries offerings. 

20. An apparel company known for its line of t-shirts and hoodies is trying to boost an accessories line it launched last year, but they can’t seem to get it to pick up.

They know they have sales, and they know they have visitors to the product page, but they can’t connect the two. Retargeting their core audience doesn’t seem to be working. They recently installed the Facebook pixel on the website.

What course of action can they now take? 

  • The pixel actually won’t be able to help them in this situation 
  • They can track visitors to the accessories webpage, create a custom audience of those visitors, and use the lookalike audience to target new potential customers who fit the characteristics of the niche buying segment   (CORRECT)
  • They can use the pixel to give them a list of names of accessory buyers, who they can reach out to directly and invite to be brand ambassadors 
  • The pixel can design and create more attractive advertising that might attract new consumers, but they’ll still need to cast a wide net to find them 

Correct! This is one of the ways they can use the Pixel to discover new audiences and increase their sales.

21. What is the difference between “Stories” ad placement and “In-Stream” ad placement, and why is it important?

  • “Stories” placement come as a “commercial break” in the story you’re watching, so the user is less likely to click away; “In-Stream” comes between finish videos, so the user is more likely to click away
  • They’re different things, but they both produce the same results
  • They both refer to the same thing: A video ad between Facebook and Instagram Stories
  • “Stories” placement comes between finished stories, so the user is more likely to click away; “In-Stream” comes as a break in the video, so the user is less likely to click away (CORRECT)

Correct! These are two important distinctions if you’re optimizing for link clicks or landing page loads.

22. Which example below best fits the concept of a “target audience”? 

  • A suburban dad with young kids and a backyard pool seeing an ad in late spring for a new line of inflatable pool toys (CORRECT)
  • A city-dweller seeing ads for farming equipment
  • An older book-loving academic seeing advertising for a video game console 
  • Residents of a small town seeing ads for a restaurant in a city a hundred miles away 

Correct! This would be an example of an ad finding its target audience.

23. You’re advertising for an event coming up at the end of the month, so there’s only a limited time in which to run ads. You want to make sure that you get your ads out to a large reach, and want reach to increase as you approach the event as needed. You would:

  • Set a Daily Budget so that you can have advertising released steadily, with a daily cap.
  • Set a Lifetime Budget so that you have advertising released steadily, with a daily cap.
  • Set a Lifetime Budget so that you can optimize for the most reach as you need it without worrying about a daily cap. (CORRECT)
  • Set a Daily Budget so that you can optimize for the most reach as you need it without worrying about a daily cap.

Correct! A Lifetime Budget won’t worry about daily capping, so you can optimize your reach for the event.

24. A local bookstore has been in a town for thirty years, owned by one family. The daughter is now taking over the business. She has plans to upgrade the store’s website and create a social media presence for it.

They already have a massive list of customers stored in their internal database from sales tracking and newsletter signups.

How could they easily begin targeting their audience online using Ads Manager?

  • Ask customers in the store if they like to buy books online, and note their names for future reference 
  • Upload all that customer data to create a Custom Audiences to begin targeting their audience online (CORRECT)
  • Email each person individually with a link to the bookstore’s social media profiles, asking if they’ll follow 
  • Start from scratch on Ads Manager by creating a Core Audience 

Correct! Use Custom Audiences to upload a customer list or offline activity.

25. The three audience types you can create in Ads Manager are Core Audiences, Custom Audiences, and _____________?

  • Lookalike Audiences (CORRECT)
  • Personalized Audiences
  • Creative Audiences
  • Tailored Audiences

Correct! The three audience types are Core, Custom, and Lookalike.

26. Why would you choose Automatic Placements? (Choose all that apply)

  • It’s more cost-effective (CORRECT)
  • Your ad can reach more people (CORRECT)
  • It gives Facebook the ability to optimize for you (CORRECT)
  • It guarantees more sales

Correct! Since Facebook is optimizing your spending, it’s more cost-effective.

Correct! Facebook optimizes across platforms, so you reach more people.

Correct! You let Facebook automatically place and optimize your ads.

27. How does “Optimization for Ad Delivery” help you?

  • It finds the best spots to place your ad, including devices, platforms, and feeds
  • It lets Facebook target specific people in your audience who are most likely to take the action you desire (CORRECT)
  • It sets the schedule of when your ads run
  • It determines how much you spend per click

Correct! “Optimization for Ad Delivery” is a powerful tool to get your ad to people who are more likely to act on what the ad asks.

28. Why might you schedule your ads for certain times of the day instead of having them run all the time?

  • To ensure your ads appear when your audience is online the most (CORRECT)
  • It’s cheaper
  • It doesn’t matter when ads run – it’s all the same
  • It’s an easier process in Ads Manager

Correct! Choosing certain times to schedule can help to better target your audience.

29. Which type of budget lets you pick a daily schedule of hours during which your ad will run?

  • Neither a Lifetime nor a Daily Budget will allow you to schedule the hours during which your ad runs — there’s a different setting
  • A Daily Budget lets you schedule particular hours daily or run continuously; a Lifetime Budget only lets you run continuously
  • A Lifetime Budget lets you schedule particular hours daily or run continuously; a Daily Budget only lets you run continuously (CORRECT)
  • Both a Lifetime and a Daily Budget will allow you to schedule the hours during which your ad runs

Correct! A Daily Budget does not let you choose daily hours, but a Lifetime Budget will.

30. What does the “Audience Size” dial measure?

  • The size of your audience who will make a purchase
  • It’s the exact size of the audience who will see your ad
  • An estimate of everyone on Facebook
  • It’s an estimate of the size of the potential audience that may see your ad (CORRECT)

Correct! It’s just an estimate of how many people are in your audience.

31. What can affect audience size and estimated daily results? (Choose all that apply)

  • Audience location, age, and gender (CORRECT)
  • The size of your budget (CORRECT)
  • Ad placement selections (CORRECT)
  • How eye-catching your ad is

Correct! These are some of the selections that affect audience size and estimated daily results.

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