Facebook Certified Marketing Science Professional (200-101) Free Practice Test

Question 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. Attribution

B. Pre and post survey

C. Randomized control trial

D. A/B test

Correct Answer: B

Question 2

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 statistically significant awareness lift

B. Continue with the placement strategy for all cells with positive awareness lift

C. Continue with the placement strategy for the cell with the highest positive awareness lift

D. Continue with the placement strategy for the cell with the highest positive statistically significant awareness lift

Correct Answer: A

Question 3

A large gaming company is developing a measurement strategy designed to shift its planning and buying on Facebook. The company believes that its ability to iterate on testing will provide more long-term growth than the short-term sales boosts from individual campaigns. The conversion rate is high enough that they should have NO issues with statistical power at any size of test/holdout groups. It is planning on running multi-cell Conversion Lift tests on a monthly basis.
What test/holdout proportions should the company use for each test cell?

A. 50% Test, 50% Holdout

B. 10% Test, 90% Holdout

C. 90% Test, 10% Holdout

D. 60% Test, 40% Holdout

Correct Answer: C

Question 4

A cosmetics company advertises predominantly on Facebook and Instagram. The company wants to test alternative creative messaging for holiday season campaigns targeted to a narrow audience to discover which message achieves the most efficient sales results.
Which measurement approach should the company use while minimizing CPM impact?

A. Brand Lift polling 'Message Association'

B. A/Btest

C. Brand Lift polling 'Purchase Intent'

D. Randomized control trial

Correct Answer: D

Question 5

A brand needs to measure how frequency affects conversions and ROI. Currently the brand runs a campaign on 2x frequency for seven days. How should the brand set up a test to understand how frequency affects incremental conversions?

A. A multi-cell Conversion Lift test: Cell 1 with a 2x frequency for seven days, Cell 2 with 4x frequency for seven days

B. A Conversion Lift with 4x frequency for seven days

C. A multi-cell A/B test: Cell 1 with a 2x frequency for seven days, Cell 2 with 4x frequency for seven days

D. A Conversion Lift test with a 2x frequency for seven days

Correct Answer: C

Question 6

A local retailer wants to measure the effectiveness of Facebook campaigns based on the number of in-store purchases after customers have been exposed to an ad within the platform.
Where should outcome data be sourced?

A. Data from the Facebook pixel in its site

B. First-party data such as email or phone number captured in-store

C. Coordinates from each of its regional shops

D. Third-party data sources as an estimation of real customers

Correct Answer: A

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Facebook Certified Marketing Science Professional (200-101) Free Practice Test