200-101 Practice Questions

An analyst for a primarily brick-and-mortar retailer is reviewing measurement results from the last half for all marketing. The media plan was 50% TV spend, with some Facebook (10%), search (10%), print (10%), and radio (20%). No solution provides the same numbers for a single point in time. The analyst needs to recommend how to allocate budget across channels to maximize sales for the next business quarter. Which measurement solution should be the primary source of the analyst's recommendation?

An advertiser runs a campaign that yields the following results: The results are statistically significant. What is the incremental ROAS for each test?

An online retailer knows their incremental effect from Facebook ads from their previous Conversion Lift test. They want an always-on attribution solution that allows them to allocate its budget across publishers on an ongoing basis. The challenge is identifying a model that is as close to their true business value as possible. Refer to the following results: Which Attribution model should the retailer choose?

An analyst working for a financial services company is reviewing Facebook campaign results to assess how many new credit card signups can be attributed to its Facebook campaign. The analyst is comparing attributed results in Facebook Ads Manager with those in Google Analytics and needs to explain why these are different. What are two key differences between the platforms that can provide a reasonable explanation for this outcome? (Choose 2)

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?

An analyst receives two ad insights data tables. Which type of join should be used to append the campaign results to campaign specs and keep all records in the campaign specs table?

A newly launched costume brand advertising heavily on Google search has recently allocated 5% of its budget to Facebook ads. Its costumes sell for S45 or less. The brand ran an account level Conversion Lift to measure the proportion of sales generated by Facebook. To reduce negative business impact, it chooses to run the test during its off-peak season. The test ran for two weeks, with a campaign budget of S5,000. From the internal sales data, it sees that a total of 70 purchases were made during the test period. The results: • Lift in view content: 27% • Lift in add to cart: 15% • Lift in purchases: Flat / No results available • Cost per incremental add to cart: S56 What two conclusions could the advertiser draw based on the results? (Choose 2)

A travel company wants to know if it gets additional conversions by relying only on its direct response strategies, as opposed to combining each strategy with branding campaigns. The company continuously keeps track of each strategy's performance, but it measures them separately. Also, each strategy's measurement has its own KPI. These are the latest results: • Branding campaigns: • A benchmark of 35 Brand Lift tests, SI.70 USD per additional ad recaller • An average of 125 conversions per campaign • Direct response campaigns: ; A benchmark of 20 Lift tests, $2.50 USD per Conversion Lift - An average of 370 conversions per campaign What should the company do to test if it gets more incremental conversions from relying only on direct response strategies?

A snack retailer runs an eight-week video campaign with attributed sales. The campaign targets snack lovers, gamers, and millennials. The test results are as follows: What should the company test using experimental design to improve efficiency in number of exposures?