META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 4 – Advertising with Meta

Week 5: Build Your Own Campaign in Ads Manager

Coursera Study Guide

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TABLE OF CONTENT

Finally, you’ll learn to build your own campaign in Meta Ads Manager in a hands-on project.

Learning Objectives

  • Build a full campaign in Meta Ads Manager

QUIZ: ADVERTISING WITH FACEBOOK

1. What can public figures, businesses, brands, organizations and nonprofits create on Facebook to establish a presence and connect with an audience?

  • Group
  • Page (CORRECT)
  • Profile
  • Event

Correct! A Facebook page is a digital storefront and home for a brand or business.

2. As a business owner, you’d like to set up a presence on a social media platform where you can post videos and images as well as update customers on upcoming sales, new products, and events. Which of the following would be an ideal platform?

  • Twitter
  • Linkedin
  • Pinterest
  • Facebook (CORRECT)

Correct! Facebook would be a great platform as a business can post text, images, and video, as well as set up events all in one place.

3. Let’s say you’re advertising a new restaurant on Instagram. You want your ads to be seen by people with similar interests as your current followers. Which advertising targeting option should you use?

  • Create Your Own Audience
  • Automatic targeting (CORRECT)

Correct! If you want to reach people similar to your followers you can let Instagram do the targeting and pick “Automatic”.

4. How can a business increase the reach of an organic post on its Page without creating a campaign in Ads Manager?

  • Sponsor the Page
  • Edit the post
  • Add a link to its website
  • Create a new ad set
  • Boost the post (CORRECT)

Correct! A business can boost a post to increase its reach without creating a campaign in Ads Manager.

5. What can a boosted post help an advertiser achieve?

  • Increase engagement on Page content (CORRECT)
  • Measure the number of purchases on the business website
  • Obtain in-depth reporting that includes cost per purchase
  • Review actions on the business website
  • Have their message appear on the top of people’s news feeds

Correct! A boosted post can help an advertiser increase engagement on Page content.

6. What is the first step required to establish a business presence on Facebook?

  • Create an ad
  • Create a page (CORRECT)
  • Pay to set up your business account
  • Create a post
  • Create an event

Correct! The first step required to establish a business presence on Facebook is to create a Page.

7. Which Facebook roles are able to manage an ad account? (Choose all that apply)

  • Viewer
  • Administrator (CORRECT)
  • Analyst
  • Advertiser (CORRECT)

Correct! The administrator has full access to the ad account.

Correct! Advertisers can view, access reports and create ads.

8. A business decides to close its store early during the holidays and wants to make sure its customers are made aware organically. What should the business create?

  • A Page post (CORRECT)
  • A Facebook event
  • A Facebook group
  • A boosted Page post
  • A Facebook ad

Correct! The business should create a post to make sure its customers are made aware of its new store hours organically.

9. In what order is a Facebook advertising campaign created?

  • Campaign, Ad Set, Ad (CORRECT)
  • Creative, Call to Action, Budget
  • Ad, Ad Set, Campaign
  • Campaign, Ad, Destination URL
  • Ad set, Campaign, Ad

Correct! To create a Facebook advertising campaign, start with the campaign, then the ad set and finally the ad.

10. Which type of budget in Ads Manager lets you control how much money you spend on each ad set?

  • Ad Set budget (CORRECT)
  • Lifetime Budget
  • Campaign Budget Optimization
  • Campaign budget

Correct! At the ad set level, you can control how much money you spend on each ad set in “Ad Set Budget”

11. What action would a business want its customers to take if it selects Conversions as its campaign objective?

  • Make a purchase (CORRECT)
  • View a video
  • Like a post
  • Provide an email address
  • Install an app

Correct! The action would be to make a purchase. The Conversions objective is built to increase actions on a site to help grow your business through direct response actions.

12. A brand launches a new website and wants to encourage people to visit it. What should the brand select first to create the campaign?

  • Custom Audiences and Lookalike Audiences
  • The right call to action for the audience
  • The right creative for the campaign
  • Automatic Placements
  • The appropriate ad objective (CORRECT)

Correct! If a business wants to encourage people to visit its website, the first step in campaign setup is to select the appropriate Facebook ad objective.

13. Where is the pixel installed?

  • Business website (CORRECT)
  • Business App
  • Ads Manager
  • Facebook business Page
  • Personal Facebook Page

Correct!

14. Which two ad placement platforms are available when you create an ad in Ads Manager? Choose two.

  • Facebook Page
  • Audience Insights
  • Instagram Feed (CORRECT)
  • Audience Network (CORRECT)
  • Twitter

Correct! Audience Network and Instagram feed are both placement options when you create an ad in Ads Manager.

15. What is a valid reason that an ad would be rejected by Facebook?

  • An image within the ad was relevant to its message
  • The link to the landing pages included content that was relevant to the ad
  • The ad contained sexually suggestive images. (CORRECT)
  • Lead ads were used to receive email, first name and phone number

Correct! Facebook does not allow sexually suggestive images, no exceptions.

16. Which two variables are available for A/B tests? (Choose all that apply)

  • Bid Cap
  • Bid type
  • Placement (CORRECT)
  • Objective
  • Audience (CORRECT)

Correct! Audience and placement are variables available for split tests.

17. A restaurant launches a video campaign for a new location. The goal is to maximize the number of times the video has started to play per impression. Which metric should be used to measure success?

  • Video plays (CORRECT)
  • Reach
  • 3-second video views
  • Video ThruPlays
  • Conversions

Correct!

18. Which part of the Facebook total value ad auction equation covers feedback from people that view or hide your ad, as well as findings of “low-quality” attributes such as sensationalized language, engagement bait, and more?

  • Total Value
  • Advertiser Bid
  • Estimated Action Rate
  • Ad Quality (CORRECT)

Correct! Ad quality is really how engaging Facebook thinks an audience will find your ad.

19. A car dealership wants to receive contact information on Facebook from potential customers to increase test drives. Which ad objective is appropriate for this business?

  • Traffic
  • Lead Generation (CORRECT)
  • Brand Awareness
  • Engagement

Correct! Lead ads are used to collect sign-ups for newsletters, price estimates and business information, making them a great way to identify potential customers and share relevant information with them in the future.

20. An online store wants a database of customer information but it does not have the Facebook pixel installed. Which campaign objective meets this business goal?

  • Conversions
  • Lead Generation (CORRECT)
  • Traffic
  • Reach
  • Brand Awareness

Correct! The campaign objective that would help an online store develop a database of information without the Facebook pixel is Lead Generation.

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21. 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?

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

Correct! The reach objective is an awareness optimization that maximizes the number of people who see your ads and how often they see them. In addition, Instagram Stories, Instagram Feed and Facebook Feed all support 6 and 10 second length videos.

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

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

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

23. A business only has high-quality photos as creative assets. It’s interested in testing video ads but doesn’t have resources to create them. What solution should the business try?

  • Carousel
  • Stories
  • Single image
  • Instant Experience
  • Slideshow (CORRECT)

Correct! A business with multiple high-quality photos that’s interested in video should try the slideshow format.

24. What is an advantage of using the slideshow format when designing an ad for mobile?

  • It is the most interactive ad format
  • It works well in areas with limited connectivity (CORRECT)
  • It always puts the brand first
  • It uses 3D animation

Correct! Slideshow is a lightweight video ad created from a series of still images for areas with slow internet connectivity.

25. 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.

26. What can you estimate when creating a brand awareness campaign?

  • Conversions
  • Link clicks
  • Reach (CORRECT)
  • Likes

Correct!  An awareness campaign can measure reach.

27. In which major section of Ads Manager (found in the top navigation bar) would you prepare mockup ad campaigns?

  • Manage Business
  • Engage Customers
  • Advertise (CORRECT)

Correct!

28. A candy company creates a campaign to increase sales of its candies through its website. Which metric should the company use to evaluate the success of the campaign?

  • Conversions (CORRECT)
  • Reach
  • Impressions
  • Clicks

Correct! A conversion occurs when a customer completes a desired goal, such as making a purchase.

29. Which of the following are GDPR citizen rights? (Select all that apply)

  • Citizens have the right to access the personal information received about them (CORRECT)
  • Citizens have the right to correct their information (CORRECT)
  • Citizens have the right to access family members’ data
  • Citizens have the right to have all the information that was collected and saved about them erased (CORRECT)

Correct! GDPR was developed and is managed by the European Union. Citizens in the EU have the right to access the personal information received about them.

Correct! The GDPR protects data and online privacy in the European Union, as well as allows citizens to correct their personal information that has been collected and saved.

Correct! Citizens have the right to have all the information that was collected and saved about them erased under the GDPR.

30. Which interface can be used to set up a Facebook ad campaign?

  • Facebook Insights
  • Facebook IQ ads
  • Creative Hub ads
  • Ads Manager (CORRECT)
  • Mobile Studio Advertising

Correct! Use Ads Manager to set up a Facebook ad campaign.

31. What is the minimum criteria a company must meet to receive the “very responsive to messages” badge?

  • A response rate of at least 95% and a response time of less than 15 minutes
  • A response rate of at least 80% and a response time of less than 20 minutes
  • A response rate of at least 90% and a response time of less than 15 minutes (CORRECT)
  • A response rate of at least 70% and a response time of less than 30 minutes

Correct! The “very responsive to messages” badge shows people which Pages respond quickly and consistently to private messages. To get the badge, your Page must have achieved both of the following: a response rate of 90% or more, and a response time of less than 15 minutes.

32. What must you do first in order to establish a business presence on Instagram?

  • Start following similar business accounts
  • Post content using relevant hashtags
  • Add pertinent business information
  • Switch a personal profile to a business profile (CORRECT)

Correct! A personal profile needs to be converted to a business profile to access features not available on the personal profile such as business insights.

33. Which bid strategy limits what Facebook can bid in every single auction?

  • Lowest Cost
  • Target Cost
  • Bid Cap (CORRECT)
  • Cost Cap

Correct! Bid Cap strategy limits what Facebook can bid in every single auction.

34. What is the main difference between the Traffic and Conversions objectives?

  • The Traffic objective optimizes for views, while the Conversions objective optimizes for reach.
  • The Traffic objective uses a single-image ad and the Conversion objective uses the slide-show format.
  • The Traffic objective optimizes for actions, while the Conversions objective optimizes for clicks.
  • The Traffic objective optimizes for clicks, while the Conversions objective optimizes for actions. (CORRECT)
  • The Traffic objective optimizes for reach, while the Conversions objective optimizes for views.

Correct! The main difference is that the Traffic objective optimizes for clicks, while the Conversions objective optimizes for actions.

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35. What are the benefits of Facebook pixel? (Choose all that apply)

  • Measures in-app activity
  • Helps advertisers to create ad mock-ups
  • Helps advertisers reach the right people (CORRECT)
  • Measures the results of an ad across devices (CORRECT)

Correct! The Facebook pixel helps advertisers reach the right people by allowing them to retarget people who have visited their website previously.

Correct! Since Facebook uses people-based-marketing, the pixel helps advertisers measure the results of advertising across devices.

36. What are two benefits of selecting automatic placements? Choose 2

  • It typically generates the most efficient use of budget and helps control costs (CORRECT)
  • It gives the ad delivery systems increased flexibility to find the best results (CORRECT)
  • It reaches more people across Facebook apps and technologies
  • It makes the campaign budget weighted toward Instagram
  • It ensures campaign budget will be evenly spent across each placement

Correct! When you select automatic placements, it gives the ad delivery system increased flexibility to find the best results and typically generates the most efficient use of budget and helps control costs.

Correct! When you select automatic placements, it gives the ad delivery system increased flexibility to find the best results and typically generates the most efficient use of budget and helps control costs.

37. An advertiser wants to get a high-level view of how all of their campaigns are performing. Which level of Ads Manager should they view to see these results?

  • Ad account level (CORRECT)
  • Business manager level
  • Ad set level
  • Ad level
  • Campaign level

Correct! To get an overview of how all of their campaigns are performing, an advertiser should view results at the ad account level.

38. An advertiser is about to deliver a Facebook campaign. Where should the advertiser navigate to in Ads Manager to include Instagram in the campaign?

  • Ad account level
  • Campaign level
  • Ad level (CORRECT)
  • Ad set level

Correct! The ad’s identity determines who the advertisement is being delivered from (Facebook Page or Instagram Page of a brand). The identity is selected at the ad level.

39. A retailer is opening a new store and wants to optimize towards generating more physical store visits to that location to claim exclusive offers. Which objective should the retailer apply?

  • Brand Awareness
  • Video Views
  • Store traffic (CORRECT)
  • Lead Generation

Correct! The store traffic marketing objective allows you to create ads to drive foot traffic to your physical stores and boost sales in your stores.

40. A new ecommerce company wants more people to start conversations through Messenger or WhatsApp for customer service. Which campaign objective should be used to meet this business goal?

  • Click to chat
  • Reach
  • Messages (CORRECT)
  • Engagement
  • Lead Generation

Correct! If a company wants more people to start conversations through Messenger or WhatsApp, it should use the Messages campaign objective, which is part of the Consideration category.

41. A business wants to acquire new customers and increase sales. Which strategy should the business select?

  • Reach more people through the Video Views objective and retarget them with lead ads
  • Create a campaign with the Lead Generation objective and contact its leads with relevant information
  • Use the reach objective to generate more traffic to the website
  • Create a campaign with the Conversions objective (CORRECT)
  • Use the Engagement objective to interact with its audience

Correct! To acquire new customers and increase sales, a business should create a campaign with the Conversions objective.

43. Which variable in a split compares how your ad performs with a video asset versus an image carousel, or with any other differentiation in ad-level adjustments?

  • Placement
  • Audience
  • Delivery Optimization
  • Creative (CORRECT)

Correct! The creative variable allows you to compare the performance of different ad images, text, or creative types.

44. You have created a campaign with multiple ad sets and individual ads. You want to know the amount spent on a specific ad set. Where can this be found?

  • The Campaigns tab within Ads Manager in the Budget column
  • The Ad Set tab within Ads Manager in the Amount Spent column
  • The Ad Set tab within Ads Manager in the Budget column
  • The Campaigns tab within Ads Manager in the Amount Spent column (CORRECT)

Correct! Ads Manager shows you how your advertising is helping you achieve your business goals across Facebook, Instagram and Audience Network. You can also dive into results for each campaign, ad set or ad by selecting the Campaigns, Ad Sets or Ads tab.

45. Which KPI estimates how many people would remember seeing your ad if they were asked within two days?

  • Estimated Ad Recall Lift (CORRECT)
  • Cost per Link Click
  • Conversion Events
  • Post Engagements

Correct! The statement above is an accurate definition of an Estimated Ad Recall Lift.

46. Which data protection law was specifically designed to protect children?

  • COPPA (CORRECT)
  • GDPR
  • European Data and Privacy Act
  • Privacy Shield
  • CCPA

Correct! COPPA was specifically designed to protect children. It requires that notice be given and parental consent is obtained before any personal information is collected from children.

47. What are three primary uses of a Facebook business Page? (Choose all that apply)

  • Have an online storefront for the business (CORRECT)
  • Connect with customers (CORRECT)
  • Sell products for less cost
  • Connect with potential employees (CORRECT)

Correct! Businesses can use their Facebook business Page as an online storefront, and to connect with customers and potential employees.

48. What is a benefit of using a Facebook ad instead of a regular Page post?

  • Facebook ads let you share a slideshow
  • Facebook ads offer video options
  • Facebook ads allow comments, likes, and shares
  • Facebook ads can reach a more specific audience (CORRECT)
  • Facebook ads do not appear in News Feed

Correct! A key benefit of a Facebook ad is that it can be delivered to a specific audience.

49. Which two types of posts can be boosted on Facebook? (Select all that apply)

  • Events organized by the business (CORRECT)
  • Profile posts
  • Events posted on a personal account
  • Special offers (CORRECT)
  • Location posts

Correct! You can boost special offers and event promotion posts.

50. When can you include a link to your website?

  • When you boost a Page post
  • When you promote a post
  • When you create a story
  • When you create an ad (CORRECT)
  • When you create a post

Correct! When you create a Facebook or Instagram ad, you can include a link to your website.

51. What is the structure of a Facebook Ad Campaign, as set through Ads Manager?

  • Ad set –> ad –> campaign
  • Campaign –> ad set
  • Ad set –> ad
  • Campaign –> ad set –> ad (CORRECT)

Correct! A campaign consists of at least one ad set. Ad sets contain the individual ads.

52. If you select Store Traffic as your campaign objective, what are you hoping your audience will do?

  • View a video
  • Visit your store in-person (CORRECT)
  • Make a purchase
  • Install an app

Correct! The Store Traffic campaign objective is designed to promote your business locations to people that are nearby.

53. A bank releases a mobile banking app and wants to increase app downloads with its new customers. Which campaign objective should the bank use?

  • App Store Traffic
  • App Reach
  • App Installs (CORRECT)
  • App Lead Generation
  • App Engagement

Correct! The bank should use the App Installs objective, in the Consideration category, if it wants to increase app downloads.

54. Which element is required to create a Custom Audience from website visitors?

  • Facebook SDK
  • Facebook profile
  • Facebook Shop
  • Facebook pixel (CORRECT)
  • User Cookie

Correct! To create a Custom Audience from website visitors, a business needs to install the Facebook pixel.

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55. A business wants to sell products online. What ad format clearly displays both a video and a product?

  • Collection (CORRECT)
  • Video
  • Stories
  • Slideshow

Correct! The collection format features multiple products and opens as an Instant Experience when someone interacts with it. Each collection ad features a primary video or image with four smaller accompanying images below in a grid-like layout.

56. Which of the following ad account settings helps you control your total ad costs and will pause your ads after a certain spending limit is reached?

  • Change Currency
  • Notifications
  • Payment Settings
  • Account Spending Limit (CORRECT)

Correct! An account spending limit will help control your total ad costs by pausing your ads when the limit is reached. Your ads will stay paused until you change this limit.

57. A business wants to forecast the reach of their ad set. Which tool should an advertiser use to perform this task?

  • Attribution
  • Audience Insights
  • Estimated daily results (CORRECT)
  • Analytics

Correct! Estimated daily results is information that appears when you’re creating or editing an ad set. It can give you context on how much to increase your budget to get the number of conversions you want. The predictions are a way to understand what results you could get without having to spend any money.

58. Which of the following are GDPR data protection obligations for companies who collect data? (Select all that apply)

  • Companies are prohibited from collecting certain data categories (like ethnicity or sexual orientation) (CORRECT)
  • Companies must document their advertising targeting criteria on their website
  • Companies must designate people whose job it is to protect the data they receive (CORRECT)
  • Companies must alert people within 72 hours if their personal data was leaked (CORRECT)

Correct! Some data is prohibited from being collected, and before receiving any data companies are required to ask for consent.

Correct! For the data protection obligations, companies must designate employees to protest collected data.

Correct! For the data protection obligations, the law specifies how companies must protect the information they receive and alert people within 72 hours if their personal data was leaked.

59. What is the primary goal of a Facebook group?

  • A space to organize and respond to public Facebook events
  • A space where businesses can visualize Facebook Page performance
  • A space where businesses can display and sell products in Facebook shop
  • A space to communicate about shared interests with certain people on Facebook (CORRECT)

Correct! A Facebook group is an online community to connect with new people, share knowledge and get support from people of similar interests.

60. What is a similarity between a boosted post and Facebook ad?

  • Both are created in Ads Manager
  • Both use advanced targeting capabilities (INCORRECT)
  • Both are designed to make people shop on your website
  • Both increase audience engagement (CORRECT)????
  • Both require budget to be shared with a wider audience

61. What feature is unique to Instagram Stories and Facebook Stories?

  • Reactions (e.g. likes)
  • Short videos (INCORRECT)
  • Sound controls
  • Content disappears after 24 hours
  • Vertical creative

62. What is organic reach?

  • The number of people reached after setting up a Custom Audience
  • The number of people who have seen a post through unpaid distribution (CORRECT)
  • The number of people who have seen a post through paid distribution
  • The number of followers of your Facebook page
  • The number of people who have shared a boosted Page post

Correct: Correct! Organic reach refers to the number of people who have seen a post through unpaid distribution.

63. Which of these is an ad account permission granted to the analyst role?

  • Edit payment method
  • Manage admin permissions
  • Access reports (CORRECT)
  • Create and edit ads
  • Pause ad campaigns

Correct: Correct! The analyst role has the permission to access reports.

64. Which feature is available for an unpaid (organic) post on a Business Page?

  • Select a placement
  • Add a video (CORRECT)
  • Select an objective
  • Assign a budget

Correct: Correct! Adding a video is available as a feature on an unpaid (organic) post, all other options are only available through the paid platform, Ads Manager.

65. Where can an advertiser create a Custom Audience or Lookalike Audience?

  • Campaign Planner
  • Page Insights
  • Audiences (CORRECT)
  • Audience Insights

Correct: Correct! Audiences is where you create your Custom or Lookalike Audiences. Audience Insights, Page Insights, and Campaign Planner are all tools that can help you understand campaign data and optimize your campaign strategy.

66. Which audience creation tool should be used to create an audience of people who have signed up for a business’s newsletter?

  • Custom Audience (CORRECT)
  • Lookalike Audience
  • Saved audience
  • Core Audience

Correct: Correct! A Custom Audience is an ad targeting option that lets you find your existing audiences among people who are on Facebook. You can use sources like customer lists to create Custom Audiences of people who already know your business.

67. A business set up a campaign. During the process, it tested different placements and observed a higher estimated total reach when it selected automatic placements. What caused this result?

  • Automatic placements more efficiently distributed the ad bids.
  • Automatic placements more efficiently adjusted the cost control.
  • Automatic placements more efficiently allocated the ad set budget.
  • Automatic placements more efficiently set up a bid cap.
  • Automatic placement automatically optimized the ad shown to different users (INCORRECT)

68. In order to access the ad scheduling feature in Ads Manager, which setting must you select?

  • Lifetime budget (CORRECT)
  • Daily budget
  • Automatic placements
  • Accelerated delivery

Correct: Correct! A lifetime budget lets you set an amount to spend over the lifetime of an ad set. Ads Manager will automatically try to evenly spread the amount you spend across the period of time that you’ve selected.

69. In which major section of Ads Manager (found in the top navigation bar) could you learn more about why Facebook might have rejected your ad?

  • Manage Business (CORRECT)
  • Engage Customers
  • Advertise

Correct!

70. Which of the following describes the Cost Cap option?

  • Facebook tries to stay under the cost control, or average cost per action, you set while still getting you the lowest-cost actions (CORRECT)
  • You limit what Facebook can bid in every single auction
  • Facebook gets you the lowest possible cost per desired action, while also spending your entire budget by the end of the campaign

Correct

71. How can you search for accounts you want to follow on Instagram?

  • Search by account name, by location, or by hashtag (CORRECT)
  • Scroll through your feed
  • Like a picture
  • Share a video

Correct: This is correct! You can search accounts by account name, location or hashtags.

72. What features can you only access once you convert to a business account on Instagram?

  • Insights (CORRECT)
  • Instagram Stories
  • Stickers
  • Explore

Correct: This is correct. Insights on your content and your audience is only available for business accounts on Instagram.

73. How can you turn your posts into ads on Instagram?

  • By sharing it on your story
  • By promoting it (CORRECT)
  • By sending it to other people
  • By boosting it

Correct: This is correct. Promoting your post allows more people to see it and appears as a ‘Sponsored Post’ on people’s feeds.

74. If your goal is to generate sales on your website, which Facebook campaign objective should you select?

  • Brand Awareness
  • Reach
  • Traffic
  • Conversions (CORRECT)

Correct: Correct: The Conversions objective is designed to encourage people to take a specific action, such as making a purchase, on your website.

75. Which two ad placement options are available on Instagram? Choose all that apply.

  • Marketplace
  • Stories (CORRECT)
  • Feed (CORRECT)
  • Right column

Correct: Correct! Stories is an option for ad placement on Instagram.

Correct: Correct! Feed is an option for ad placement on Instagram.

76. You design an ad campaign for a weight-loss product with “before and after” pictures. Is Facebook likely to reject this campaign for violating its Ad Policies?

  • Yes (CORRECT)
  • No

Correct: Correct! Before-and-after images that may contain unlikely results and promote negative self-perception violate Facebook’s ad policy.

77. Which two settings can be changed at the ad set level? (Choose all that apply)

  • Objective
  • Placement (CORRECT)
  • Image
  • Bid amount (CORRECT)
  • Headline

Correct: Correct! Bid amount is selected at the ad set level.

Correct: Correct! Placement is selected at the ad set level.

78. Which part of the Facebook total value ad auction equation tells you the numerical score Facebook assigns to an ad through the auction?

  • Total Value (CORRECT)
  • Advertiser Bid
  • Estimated Action Rate
  • Ad Quality

79. Who do businesses try to reach with a lookalike audience?

  • People who have indicated certain interests
  • People who have a similar profile to an existing audience (CORRECT)
  • People who have shown interest in the brand in the past
  • People who have visited the website of the advertiser
  • People for whom the business has contact information

Correct: Correct! The purpose of a lookalike audience is to reach people who are similar to an existing audience.

80. A retail business is launching a new shoe line with eight different style and color combinations. All styles must be shown to the audience. However, the business isn’t sure which products will sell best. The business wants to link each style page directly to the product to receive pixel information. Which ad format should the retailer use to meet these requirements?”

  • Slideshow
  • Carousel (CORRECT)
  • Single image
  • Video

Correct: Correct! Carousel ads showcase up to 10 images or videos in a single ad, each with its own link.

81. Which type of major ad placement places your ads before, during or after video content?

  • In-Stream (CORRECT)
  • Messages
  • Search
  • In-Article

Correct: Correct! The In-Stream placement is only an option for Facebook.

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