300-101: Facebook Certified Creative Strategy Professional Answers

300-101: Facebook Certified Creative Strategy Professional Answers: This exam identifies candidates who possess advanced competency in the strategic skills needed to develop insight-driven creative briefs, inspire and improve the impact of mobile creativity, and drive better results on Facebook, Instagram, and Messenger.

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300-101: Facebook Certified Creative Strategy Professional Answers: Strategy professionals with experience developing creative advertising strategies on Facebook, Instagram, and Messenger for brands.

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300-101: Facebook Certified Creative Strategy Professional Questions and Answers

Q1. A cosmetics company that typically targets millennials launches several new lipsticks and wants to raise consideration of the new product line. It creates a campaign with the following characteristics:

Use of multiple videos to demonstrate the colors, packaging, and application of the product

Each ad includes a video and a link to the website to buy the lipstick

A properly set-up pixel

The target audience has been expanded to include non-millennials

The campaign objective is Conversions

Low video engagement

Which step should be taken to revise the next iteration of the campaign?

Redefine the preferred standard event
Add filters to the video
Change the campaign objective to Video Views
Set up offline events using the Facebook pixel

Explanation:

The cosmetics company wants to build consideration. 'Conversions' is not a consideration of Facebook's marketing objective. 'Video views' would be a good Facebook marketing objective to experiment with.

Q2. A creative strategist is running a DR campaign to advertise sunglasses using static images. The images included a photoshoot of several popular movie stars running through a field wearing sunglasses. The campaign is shown on Instagram and Facebook in five countries. The campaign only gets 200 impressions.

Which two actions should the strategist use to modify the campaign to drive results? (Choose 2)

Select All Correct Responses

Include a static image and video assets within the same campaign
Change image order so that highest-selling products show last
Adjust the creative to feature close-up images of the product
Run new, separate campaigns on Facebook and Instagram with different creative
Retarget the countries where engagement impressions were low

Explanation:

Combining static images and video together tends to drive more conversions. So does showing close-up images of products that are being sold.

Q3. A brand creates a Facebook campaign targeting its current customers. The campaign runs successfully, but engagement deteriorates after five weeks.

Which two actions would most likely improve engagement? (Choose 2)

Existing audience information
Refresh the campaign with a new creative execution
Increase the media budget
Target a Lookalike Audience
Change the campaign ad objective
Add people who like the brand's Facebook Page to the target audience

Explanation:

Lookalike audiences help deliver ads to people who share similar likes, interests or characteristics with your current audience.

Q4. A client who is new to advertising online wants to create video ads on a small production budget using existing vertical assets.

What creative option should the strategist suggest?

Ads in Stories
Instant Experience
Image ad
Carousel

Explanation:

We recommend using the vertical (9:16) aspect ratio for stories. This is because most people hold their phones vertically, so you'll cover more of their screen.

Q5. Which three of the following consumer behaviors have been driven by greater use of mobile devices? (Choose 3)

Select All Correct Responses

People are consuming content on multiple screens at the same time
People are more receptive to brands and advertisements
Mobile consumption behaviors are very similar to TV consumption behaviors
Video views across all platforms are increasing
Video views across all platforms are increasing

Explanation:

Mobile video consumption is increasing around the world. It's a fantastic opportunity to tell your story to highly targeted, engaged audiences in a personalized way.

Q6. What is the primary reason for a strategist to recommend A/B testing?

To get results on which creative performs best within a day
To test different versions of ads to see what performs best
To test both delivery and ad creative at the same time
To get results on which creative works best on multiple platforms

Explanation:

Split testing lets you test different versions of your ads so you can see what works best and improve future campaigns. For example, you can test different ad creative or different delivery optimizations.

Q7. A brand needs to edit a TV commercial into an ad for Facebook.

What is the best practice for this new edit?

Keep the sound exactly as it appears in the original TV commercial
Start with high volume sound at the start to capture the attention
Design the ad so that it communicates with the sound off or on
Use a horizontal aspect ratio

Explanation:

For the best results, Facebook recommends video ads that communicate effectively with sound on and sound off. Many people browse their phones with sound on, but those with sound off (perhaps people in a public place or at work) will find typographic treatments and graphics useful. You can also try adding subtitles to the ad (auto-captioning tools are available in Ads Manager).

Q8. Which platforms can be used to run ads in Stories?

Facebook and Instagram
Facebook, Instagram, and Messenger
Facebook, Instagram, Messenger, and WhatsApp Status
Instagram

Explanation:

Ads in stories are available across Facebook, Instagram, and Messenger.

Q9. A brand is set to launch a new product and wants to run a mobile campaign to drive brand awareness.

What consideration should be included?

Create a video asset focusing on the brand in the first few frames
Include a clear call to action from the first few frames
Design for sound on but delight with sound off
Use text overlays instead of a CTA button

Explanation:

Research has shown that brand presence in the first seconds of a video significantly improved aided recall.

Q10. A client wants to repurpose last quarter's TV commercial assets as creative for a Facebook Video Views campaign. The video ad must perform well across Facebook platforms.

Based on mobile-first best practices, which two revision recommendations should be given to the client to meet this requirement? (Choose 2)

Select All Correct Responses

Move the brand logo lockup and message to the back to drive video view completions
Use text and graphics overlay
Strip out all sound from the video asset
Extend the length of the video asset

Explanation:

Facebook creative recommendations for video include using aspect ratios that make the most of mobile screen space, putting the logo or brand upfront, designing for sound on and off, using captions and trimming content.

Q11. An eCommerce client needs a mobile-first idea to drive sales, and the creative team suggests a standalone 30-second brand video asset.

What feedback should be given to the creative team?

Lengthen the video because 30 seconds is too short for mobile
Use the Engagement objective
Use a vertical aspect ratio
Design only for sound on

Explanation:

Q12. Which element is the LEAST important for creating an effective story?

Clear branding
Fast, multiple scenes
Leveraging the entire vertical frame
The logo at the end of the story

Explanation:

For stories ads, Facebook recommends using the vertical (9:16) aspect ratio to cover as much of the mobile screen as possible, using sound (with subtitles for those browsing with the sound off), keeping attention with speed and short scenes, and beginning with your brand, logo or key messages.

Q13. A travel client has a promotional video it wants to use on mobile. Specifically, it wants to edit the video for the mobile Facebook News Feed.

What recommendation should the strategist provide to the client?

Place the brand or logo at the end of the video
Videos should be 15 seconds or less
Design for sound off only
Avoid the use of subtitles

Explanation:

Q14. A creative agency wants to learn more about its target audience (page followers), including aggregate information about geography, demographics.

Which tool should the creative agency use?

Audience Insights
Ads Manager
Campaign Planner
Facebook IQ

Explanation:

Audience Insights shows you data about your audiences so that you can compare audiences, plan your campaigns and create relevant advertisements.

Q15. A client wants to run a strictly mobile campaign to promote brand awareness. It has existing TV and video assets that performed well and it wants to repurpose these assets for its digital campaign.

Which two practices should a strategist use to help the creative succeed on mobile? (Choose 2)

Select All Correct Responses

Add brand messaging in the first seconds
Use 1.91:1 formatting for existing assets
Add subtitles to existing assets
Use existing assets as is
Choose Instagram as the ad placement

Explanation:

Q16. Which three placements can display carousel ads? (Choose 3)

Select All Correct Responses

Facebook
WhatsApp
Audience Network
Sponsored Messages

Explanation:

Carousel ads can be shown on Facebook, Instagram, and Audience Network placements.

Q17. Which three measurement solutions can an advertiser use to understand how well campaigns are performing? (Choose 3)

Select All Correct Responses

Brand Lift
Instagram Insights
Audience Network
Conversion Lift

Explanation:

Brand and Conversion Lift tests and split testing are effective measurement tools for drawing insights for current and future campaigns.

Q18. A client needs to create specific assets aligned with three segments within its target audience.

Which of the following tools should be used to gather information about the targeted segments?

Reach objective
Campaign Planner
Audience Insights
Reach and Frequency

Explanation:

The Audience Insights tool has aggregate information about geography, demographics and purchase behavior.

Q19. A client who has never advertised on Facebook wants to move all advertising spend to the platform.

Which two tools could the client use to plan its campaigns? (Choose 2)

Select All Correct Responses

Ads Manager
Messenger
Audience Network

Explanation:

Campaign Planner and Audience Insights are planning tools, whereas Messenger and Audience Network are placements.

Q20. A client needs actionable data about consumer behavior, marketing, and measurement to plan its next mobile campaign brief.

Where should the strategist go to find this information?

Facebook IQ
Business Manager
Facebook Blueprint
Facebook Page Insights

Explanation:

Facebook IQ has actionable insights on consumer behavior, marketing, and measurement.

Q21. A brand wants to develop different creative assets for three key segments within its target audience.

Which of the following Audience Insights capabilities will help in the development of a brief?

Review spend on previous campaigns
Evaluate ad diagnostics on previous campaigns
Build a Lookalike Audience
Compare audiences based on demographics

Explanation:

The Audience Insights tool has aggregate information about geography, demographics and purchase behavior.

Q22. A pharmaceutical company based in the United States is launching 20-second video ads in the over-the-counter pain management medication category. The campaign includes three 20-second video ads that feature three different storylines about daily pain management.

The primary audience is adults living in the United States, ages 35-65 and older. The primary campaign goal is to drive ad recall.

What is a recommended practice for the creative?

Use clinical terminology in the script
Increase the duration of the videos to 30 seconds each
Design the video ads to work well with the sound off
Add fine print to all videos

Explanation:

Q23. A US-based apartment rental company wants to run Facebook ads to reach potential apartment movers in San Francisco. The company offers a website and app that provide customized apartment recommendations based on movers' budget, preference, and amenity needs.

The company has contracted a marketing agency to help set up the campaign and is meeting with the strategist for the first time. The strategist does not have any context on the company's efforts to date.

What three pieces of information should the strategist request from the company at this stage? (Choose 3)

Select All Correct Responses

Preferred ad formats
Existing app data

Explanation:

Use app data, audience information and business objectives to decide how to best use the Facebook family of apps and services to meet a client’s needs.

Q24. A client wants to run an awareness campaign for its new product with a link to click through to the store and buy the product. The client's KPIs are the brand lift and conversions.

What is an appropriate response to this brief?

Asking a campaign to deliver both awareness and clicks is not good practice
Awareness campaigns with a clear call to visit website tend to perform better
It is important to ensure that an ad's length is at least 20 seconds long
Facebook campaign delivery can prioritize awareness and clicks to the website at the same time

Explanation:

Awareness and conversion campaigns use different targeting optimizations, so shouldn’t be combined as a business objective within a brief.

Q25. An eCommerce client running a DR campaign does not want to use Stories ads, and says the Stories ad placement is only for brand campaigns.

What advice should the strategist give the client?

Use Stories ads because they can drive sales outcomes
Use Stories ads because they always produce cost-effective clickthrough rates
Do not use Stories ads because Instagram is for communities, not businesses
Do not use Stories ads because they are only effective for promoting new brands

Explanation:

Stories ads can drive both brand and direct response outcomes.

Q26. A client is using a Brand Lift test to test a new brand awareness campaign.

Which approach will deliver the most useful output?

Test by segmenting the audience by demographics, and serve specific creative to each group
Ensure that a consistent target audience is tested with different creatives
Create as many variables as possible for the test, including creative, placement and timing
Keep creative consistent across all audiences during the test

Explanation:

It is important to ensure only one variable is tested to get the most meaningful measurement results in a Brand Lift test.

Q27. A retailer wants to sell its T-shirts to women, and it would like to showcase many of its products in the ad. It has a product catalog connected to its Facebook Page and has many followers on its Facebook Page and visitors to its website.

What should a strategist recommend to best meet the client's goals?

Carousel ads showcasing the women's product catalog directed to a Page Lookalike Audience
Carousel ads showcasing the product catalog directed to an audience of women who like fashion
Single image ads showcasing the bestselling item from the women's product catalog directed at women
Single image ads showcasing the bestselling item retargeted to a Custom Audience of women who have visited the website

Explanation:

Carousels can be used with catalogs to dynamically show products people are more likely to be interested in. A lookalike audience will widen the targeting to make it more effective.

Q28. A movie studio is about to launch a new movie and wants to use the original movie trailer created for large screens. The creative agency suggests that the studio adapt the creative to fit a mobile screen. Two versions of the trailer have been prepared.

Which Facebook test should be used to determine which creative is more appropriate?

A/B testing to show two different versions of the ad
Brand Lift test to measure brand recall for one of the ads
Conversion Lift test to measure attendance at the movie theater
Comparison test to show two ads to the same audience

Explanation:

A/B testing lets you test different versions of your ads so you can see what works best and improve future campaigns. For example, you can test the same ad creative on two different audiences to see which ad performs better.

Q29.A client wants to move its spend to mobile, and is preparing its creative assets for the change. It also wants its ads to be engaging, clickable and interactive, and prefers to use pre-existing and solution-based templates when combining creative assets. When reviewing the existing creative, it found that it had powerful images and short, attention-grabbing videos, and wants to leverage multiple assets in its ads.

Which creative format should the client use?

Instant Experience
360 Video
Ads with music
Image ads

Explanation:

The Instant Experience Facebook ad format is a fullscreen experience that opens when someone taps on your ad on a mobile device. Instant Experience works with most formats, including single image, video, carousel, slideshow, and collection. A range of Instant Experience templates are available, which can be built in minutes.

Q30. A movie trailer that was created for movie screens displays on Facebook.

Which recommendation should be provided to make the ad perform better on mobile?

Reformat the trailer to a 9:16 vertical format
Extend the video to 60 seconds or longer
Do not use subtitles and make sure people watch with the sound on
Always add stickers

Explanation:

We recommend using a vertical (9:16) aspect ratio on mobile phones if the placement allows it. This is because most people hold their phones vertically, so you'll cover more of their screen.

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