Facebook 200-101 問題集

質問 1：
A retail brand needs to increase purchases. The brand has video content that was designed for a cross-screen experience on TV and Facebook. The brand launches its campaign in 30-second and 60-second TV spots and then launches 6- and 15-second mobile-friendly videos with captions. The brand runs a Facebook multi-cell Conversion Lift test to compare the effectiveness of the two mobile videos:
* Cell A: 50% of campaign budget, optimized for purchase event, 6-second video
* Cell B: 50% of campaign budget, optimized for purchase event, 15-second video
At the end of the campaign, Cell A yields a 4-point lift with a p-value = 0.4. Cell B yields a 2.6-point lift with a p-value = 0.05
Which recommendation should be made to increase future purchases?
A. Change the campaign objective to Video Views
B. Change the campaign objective to Catalog Sales
C. Allocate more campaign budget toward the 15-second video
D. Allocate more campaign budget toward the 6-second video
正解：A

質問 2：
An advertiser obtains a p-value of 0.20 after a matched pairs multi-cell experiment. The objective was to measure whether advertising strategy A generated more incremental business outcomes than advertising strategy B.
The test had high statistical power probability, and the result was not a false negative.
What could the advertiser conclude?
A. The advertiser should place a greater share toward the strategy that had higher impact
B. No conclusion can be made because the p-value is above 0.05
C. The advertiser should place all budget in strategy A
D. The advertiser should allocate the same budget for strategy A and strategy B
正解：A

質問 3：
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 4：
An advertiser runs a campaign that yields the following results:

The results are statistically significant. What is the incremental ROAS for each test?
A. A - $0.80, B - $0.47
B. A- $0.21, B- $0.16
C. A- $2.80, B- $2.13
D. A - $2.60, B - $1.97
正解：D

質問 5：
An advertiser wants to conduct a multi-cell Brand Lift test. The cells are designed to help the advertiser understand whether adding Instagram Stories as a placement impacts brand awareness. The test is designed with the following:
* Facebook Feed + Instagram Feed
* Instagram Stories + Facebook Feed + Instagram Feed
* Automatic Placements
What should the analyst recommend based on the test results?
A. Continue with the placement strategy for all cells with positive awareness lift
B. Continue with the placement strategy for the cell with the highest positive statistically significant awareness lift
C. Continue with the placement strategy for the cell with the highest positive awareness lift
D. Continue with the placement strategy for all cells with positive statistically significant awareness lift
正解：D