A real estate company traditionally collects potential clients by dropping off flyers at homes within their local community. The information they collect goes into their CRM database. They want to grow their prospect list into their 3 neighboring counties using a Facebook campaign.

What is the most efficient strategy for the media planner to recommend in this situation?

A company has historically invested in TV advertising. It isn't happy with the current campaign performance and wants to invest more in digital channels. The company is concerned about being able to predict and control advertising frequency while maintaining efficiency. Additionally, the company is concerned about brand safety and requires transparency and control over where ads are placed.

Which three Facebook advertising features should be used to meet this criteria?

1. Category and domain blocking controls

2. Interest based audiences on Facebook and Instagram

3. ThruPlay optimization for all video creative

4. Ability to manually select ad placements

5. The reach and frequency buying type

An advertiser needs to understand which types of creatives will have the most effect on its audience of females ages 25 to 54 real time and needs to make optimizations to its campaigns to maximize efficiency and success. The KPI is reach and 2-seconds Video Views.

Which two Facebook features should the media planner recommend as part of this strategy?

1. Access to Split A/B Testing

2. Real-time campaign insights via Ads Manager

3. Ability to create campaigns under the Brand Awareness Objective

4. Access to Custom Audiences

5. Ability to use Automatic Placements

A local car dealership is having an annual New Year's sale. The dealership has a $3000 budget to generate awareness of the sale for the following channels as stated in the image.

Which strategy should the media planner user to incorporate Facebook in the media plan?

A European sports team created an awareness campaign around an upcoming game. The campaign was set up using the Brand Awareness objective and Automatic Placements with one 15-second video. The results of the campaign is as per image.

The next campaign will need to generate cost-efficient awareness among new viewers. Which audience should the planner recommend?

A client is running a Reach objective campaign, allocating its budget by platform and placement. After three months, the client requests some recommendations to optimize reach and CPMs.

The detail is as per image.

Which should be the most cost-effective solution in terms of CPM and reach?

An online hotel booking site wants to identify which delivery optimization will yield better business results. The company decides to run A/B testing.

Additional info:

Campaign duration: Four weeks

Budget: $400,000 total ($200,000 per cell)

Campaign objective: Catalog Sales

Audience: Broad audience

Optimization event:

Campaign A: Purchase

Campaign B: View Content

What outcome can be expected?

A retail brand wants to create awareness of a new organic line it's introducing into its store. The brand values predictability in reach and pricing, as well as frequency control of its message. The brand has a limited budget, so it will buy ads based on how frequently it wants to reach the target audience within a selected time period. The brand agrees to pay a set price for the advertising inventory.

Which delivery cost should be used?

A client's goal is to show the campaign audience its products on a storytelling line, and wants ad #2 to be delivered after ad #1 is served. The media planner wants to set the order in which Facebook delivers ads to the audience.

Which buying and delivery type should be recommended?

A client is preparing to launch its biggest campaign of the year to promote a new line of organic snack foods. The primary campaign objectives are:

- Maximize most predictable, cost-effective reach among women, ages 25-54, primary purchasers of product

- Increase top-of-mind awareness for the new product

- Secure more efficient CPMs than the previous year (because budgets are fixed, but expectations are much higher)

The client's proposed strategy is:

- Reach and frequency with a Brand Awareness objective

- Targeting women, ages 25-54

- Reach 50-70% of target audience

- Frequency cap of two per seven days

- Feeds and Stories placements

The client wants to optimize its existing budget to provide greater, cost-effective reach.

What recommendation should the media planner make?

An entertainment company has been successful promoting its movies on Instagram. The company needs to promote a new movie and is considering advertising across both Facebook and Instagram. It has a total budget of USD $500,000.

Additional information:

Audience: people who like to watch comedies, parents

Facebook: potential reach is 15 million

Instagram: potential reach is 5 million

Campaign duration: three months

Creative assets: 15-second video, 30-second video, 20 static images

How should the media planner allocate the budget across Facebook and Instagram?

A brand asks its agency to create a Facebook / Instagram feed video plan for its upcoming campaign. The brand is currently creating four different product-focused, 15-second video assets for the next campaign.

The brand prefers at least 50% of the video to be visible on screen when it is served as an impression with no requirement for video view length.

Which optimization should be recommended for this campaign?

A brand succeeds with its conversion campaigns and wants to add $20,000 to its current campaign. This goal of the campaign and reason for additional budget is so that the brand can maximize results. The brand has a bid cap set to $5 per result and is charged by impressions (CPM).

Which solution should a media planner recommend to achieve the client's goal?

An establish retail company is planning to run a two-week campaign to promote its new make-up line.

Estimated audience size: 4,500,000

Estimated weekly reach: 30%

Placements: automatic placements

Estimated Weekly Average Frequency: 2.4

Estimated CPM: $5

What is the estimated budget for the campaign?

A television client wants to generate 4 million views per day on the trailer for an upcoming season of a hit show.

They do not want to pay more than $0.02 per video view.

What is the appropriate budget for a 3-day campaign?

A cosmetics brand launched a new mascara this summer and has been running a video campaign with the Conversion objective to meet its main KPI of driving online sales. The brand noticed that the CPA has increased in the last two weeks, and they are looking for a recommendation from their media planner.

The current campaign set up is:

Objective: Conversion

Optimization: Conversion

Budget: $250,000

CPA Goal: $8

Audience: Women, ages 18-34 in the US who are interested in cosmetics

What should the media planner suggest to reduce the CPA?

An agency is given a goal to drive as many app installs as possible over a 6-week campaign. They must stay at a maximum cost of $1.00 per download. The agency originally forecasted 6000 downloads.

Based on the performance over the past 3 weeks (as per image), what action can the agency take to meet their primary goal?

A fast-food restaurant franchise has historically used a traditional out-of-home billboard strategy to generate local awareness and foot traffic for its many restaurant locations. The desired customer is 18-35 years old. The effectiveness of these media buys have been difficult to measure, and they are unable to reach specific demographics. The company asks for a new promotional plan that is more aligned to current digital consumption habits.

What strategy should be used to meet the company's goals?

A client asks its agency to launch a Facebook campaign that can encourage consumers to visit its online store and make a purchase. The Facebook pixel was recently installed on the client website, and the agency is planning the campaign details.

Which campaign objective and optimization should the agency recommend?