1. Difference between R&F and Auction ?

1. Ads done with Reach and Frequency have a fixed reach while Auction is estimated. With Reach
and Frequency, if you actually want to reach 100,000 people, Facebook will make sure you reach
those 100,000 users. Meaning your reach is fixed

2. daily reach, spend per day, the frequency distribution is Predictable

No predictability in the overall reach. daily reach prediction only

3. you can schedule your ads in the daytime from a particular day to another day

In an auction, it is available for a lifetime budget for a campaign

2. Conversion Window, if I see the ad but don't click and convert after 72 hours. Will it come in a
7day click or a 1day view?

The answer is No.

3. Can you create a lookalike of a lookalike audience?

Answer is No

4. Two Campaigns with Two different Objectives Targeting the same audience? Will you go for it or
not? (Tricky)

5. Difference between Brand Awareness and Reach?

Brand awareness objectives are designed to show your ads to people who are more likely to pay
attention to them, and reach objective ads are for when you want to reach the maximum number of
people in your target audience and control how often they see your ads

6. How many objectives are there on Facebook? The answer is 11 and name them.

Awareness

Brand awareness

Reach

Consideration

Traffic – on the website

Engagement – like comment

App installs –

Video views

Lead generation

Message

Conversion
 Conversion

Catalogue sales – wish list, add to cart products shown you on social media is called catalogue
sales

Store traffic

7. Facebook Platforms?
FB, Instagram, Audience Network, and Messenger

8. A known brand coming up with a new product? What will be your approach?

Known brand hai Nah, so past customer ke liye sidha website traffic campaign Chala

Lookalike and all bana and unko bhi tariff campaign mai dal

Baki Naya customer ok interest base if ho sake then awareness

9. What are the ways of installing a pixel?

The Fb ad manager will give a code and we will give it to our tech team and they will upload

10. How much in advance you can plan the R&F Campaign?

The answer is 6 months in advance and adset can be 1 to 90 days in length

11. What types of events can you capture in Pixel?

Page View, View Content, Add to Cart, and Custom Events, cart abandon

13. What is the difference between Automatic Placements, and Manual Placements?

Automatic placements stretch your budget further and place ads to help you reach your target
audience. However, manual placements will work better when targeting specific users, such as
mobile-only. Knowing which placements perform better is the key to maximizing profitability.

Automatic Placement FB decides where ad will be shown

Manual we choose where we want to show

15. What are Dynamic Audiences?

A dynamic audience is a list of accounts that changes based on behaviors or rules you specify

Like core audience

nlike Facebook’s Custom Audiences and Lookalike Audiences, the Dynamic Audience is for

companies, who have and use a Facebook Product Catalog to sell their products and services.

16. Types of Audiences?

Core, Custom, and Lookalike

Core Audiences Define an audience based on criteria like age, interests, geography, and more.
Unlike custom audiences that target people who have already interacted with your brand, lookalike
audiences seek to find people similar to your existing users. It works like this: You create a custom
audience based on the people who have interacted with you.

17. What if my CPA is high? cost per conversion

18. My CPM, CTR, and CPC are fine but still my CPA is high?

19. Different types of Bidding Strategies and what is the difference? Explain the lowest cost
bidding strategy? With example

Lowest Cost (Default)

This strategy allows bidding to be fully managed by Facebook. It’s widely used by beginners because
there isn’t much need to fully understand the intricacies of the bidding systems and options. This
bidding strategy will use your entire budget and will focus on achieving the lowest cost
opportunities. Unless you have super specific budget goals in mind, this is your best bet for a
Facebook bidding strategy!

When to use: When you are new marketer with no past experience | No past understsanding about
brands performance | Maximise actions/conversions with available budgets

Bid Cap

Bid cap bidding strategies require a more hands-on approach than auto-bid strategies because they
are managed by the advertiser, not by Facebook. This strategy requires that you set a specific bid
you want to target and it will fire your ads accordingly to maximize the volume at that specific bid.
Essentially, you are controlling your bid in each individual auction. It can help you be competitive
against other advertisers targeting the same audience, but it can be a very tedious process that
requires a lot of manual data reporting since your actual costs may differ from your target bid.

When to use: Advanced Marketers with hands on experience of the platform and knows which bid
level startegy works for the brand

Cost Cap

This is another Facebook managed bidding strategy. It allows you to keep your overall costs within a
specified limit. Rather than having to manually adjust your bids (as with the bid cap strategy),
Facebook will automatically do this for you to maximize the volume within your target cost per
action/conversion

When to use: When a brand does not want to spend more than a certain amount on
conversions/acquisitions | When leads/conversions at a particular range have been of good quality |
When campaigns are longer in duration (eg: 3 months)

20. Present your Spotify/ Mcdonald's Project. Went on for 25-30mins.

21. Feedback on the Project and understanding of the basics of Facebook Ads

22. What is CBO (Campaign budget optimization)

Campaign budget optimisation (CBO) automatically manages your campaign budget across ad sets to
get you the overall best results
23. what are catalog sales?

24. what is SDK?

Mobile pixel type of thing to collect data

Mobile SDK

A mobile software development kit, or SDK, is a piece of code that lets mobile apps connect to third-
party services and technologies. By integrating a mobile SDK, developers can access different tools
like analytics or re-engagement, or connect to ad networks to run in-app ads.

You can use the Facebook SDK to deliver ads to people who are likely to take action in your app.
These actions are called app events. You can use app event optimisation to optimise your Facebook
ads for specific actions, such as making a purchase. You can use app event optimisation with
standard events and custom events. Learn more about app events.

What is placement

What are the differences between placement and platform?

What is an audience network?

( audience network mai, instream, reward, static)

And what are ads available

What aspects u will see

What are the ways to make the landing page experience good

well landing page experience acha Karega

loading time acha Karega

user interface simple banayega

easy to understand

relevant banayega as per the ad

What is the importance of pixels?

And how would you add an event?

How u will increase the conversion

Consumer Funnel

Objectives according to business goals: Awareness, Consideration, Conversion

Building the Campaign strategies according to our business objective and splitting the Campaigns
basis on our business objective, Audience, budget

Adset: splitting the adsets on basis of the audience, basis of what message to show to whom

Ads: Regarding headlines, primary text, Description, call to action, ad formats

Audience: Demographics, Based on interests, based on hobbies ( Core targetting )

Custom audience - From Customer list or CRM, website and app events, from meta sources

Lookalike audience: we can give a custom audience list to Facebook and Facebook creates a similar
audience

Also, explain briefly about

Audience overlap -

Exclusion-

Narrow audience-

Bidding strategy: Lowest bid, cost cap, bid cap

Budget Allocation: CBO, ABO, CBO with ad spend limits.

PLACEMENTS: manual and automatic and aspect ratios

When you choose automatic placements for your ads, it allows our delivery system to try to make
the most of your budget and try to increase your ad's exposure. Automatic placements allows your
ad to be seen on all placements available for your settings on Facebook, Instagram, Audience
Network and Messenger.

Including more placements often helps you find a wider audience because our audience targeting
works the same across all available placements. The more places your ad is displayed, the more
chances your target audience has to see it.
However, manual placements will work better when targeting specific users, such as mobile-only.

Optimization of ad delivery :

Conversion: Include all about pixels, SDK, website events, App events, Events with custom
parameters, Custom Conversion

111111111111111111111111111111111111111111111111111111111111111111

1. What is a conversion lift study on FB and when can you leverage the same?
2. Explain the concept of ad scheduling, when can we use it, when does FB doesn't allow the
same and why?

Ans- Facebook ad scheduling, or dayparting, is a Facebook ad scheduling feature that allows you to
choose the days and the time frames to run your ad.

Benefits of Facebook ad scheduling

So who should use Facebook ad scheduling in the first place and why? Here are the three top
reasons to consider it:

1. Your budget is only used when your target audience is most likely to take action

2. Reduce your cost-per-purchase (or lead) by reducing “wasted” ad spend

3. Receive conversions/leads during your business hours when immediate follow-up is required

3. How can you reduce auction overlap?

Ans- Auction Overlap is what happens when you have multiple ads that attempt to enter into the
same auction.
Let’s assume you have two ad sets running at the same time, targeting similar audiences. When their
ads are about to enter the auction, Facebook first chooses the ad with the highest total value. That
ad will be the one that enters the auction. The other won’t be considered.

How to diagnose and reduce auction overlap

There are multiple ways to see if ad set performance is impacted b y auction overlap:

 Use the Auction Overlap module in the Inspect tool: The Inspect tool lets you track an active
ad set’s auction overlap over time. For example, an ad set with 20% auction overlap has
been excluded from 20% of eligible auctions due to auction overlap.

 Use Delivery recommendations: In some cases, you may see a delivery recommendation in
Account Overview if we believe reducing auction overlap could improve your performance.
We'll show you what to do.

 Create an automated rule to automatically detect and manage auction overlap.

You can reduce auction overlap by:

 Combining similiar ad sets. Combining ad sets (and their budgets) will help you get the
results you need faster, which means you’ll see stable results sooner.

 Turning off overlapping ad sets. We typically recommend turning off the ad sets that are
Learning Limited or have the fewest results. After turning off an ad set, move its budget to
the active ad set to maintain a similar or greater number of optimization events.

4. What are the different ad formats and how do we use them in campaigns?

Image ,Video ,Carousel, Instant Experience, Collection

5. What are different optimization events?

6. On FB the media buying happens on CPM model. what is the relevance of CPC here? How is
it related to CPM?

7. Among Fb and Google, if we run the ads for same target group, what do you think which
platform will give higher ROI? and why?
8. Can we run two different campaings targeting same audiences using different campaign
objectives?
Ans- yes
9. What should be the campaign objective if your business objective is to drive brand
awareness? And post selecting the awareness what are the campaigns optimized for?

Brand awareness. optimises

10. A brand running app install campaigns optimized for installs is generating a lot of installs but
is not able to drive a lot of end funnel objective. What should be your suggestion and why?
 11. A brand determines that its customer perceive the brand as old and cold. The brand needs
to launch a mjor campaign to redefine the image and change its negative perception. What
should be the measurement strategy for this campaign?
12. What is the difference between R&F buy type optimized for conversions and auction buy
type optimized for conversions
13. Explain how the coversion event plays a role in campaign delivery and how you can smartly
use to enhance the performance?
14. If there is a brand which wants to generate leads and has a website form as an option and to
do it via FB lead forms. Which option will you recommend and why?
15. While doing branding, what are the possible objectives we can use? and how do we target
the audience we launched branding on for performance?
16. For an E-com, what are the different objectivs we should use?
17. You want to drive more traffic to your website? what are the different objectives you can
implement?
18. What is the difference between Reach and Awareness camapign objective?
19. Explain the types of bid strategies for FB ads and scenarios for using each of them?
20. What is RnF and why dont we use it regularly and why is it used?
21. What are the different bidding strategies? Relevance of all
22. What is auction competition?
23. Which bidding starategy should be used in absence of any past data on campaigns
performance and why?

Lowest cost bid strategy.

When to use: When you are new marketer with no past experience | No past understsanding about
brands performance | Maximise actions/conversions with available budgets

24. What is the difference b/w Cost Cap and Bid Cap bidding strategy?
25. What is the range of variation in bidding for an auction in a target cost strategy
26. Why does lowest cost necessarily consumes the entire daily budget
27. If a bid cap campaing fail to performs and brings no result, what could be the possible
reasons?
28. What can be max limit of Cost per result in case of lowest cost bidding starategy
29. Will you recommend to create 2 separate ad sets for IG and FB? If not why and if yes in
which scenarios?
30. What are differnet types of placements available in Facebook advertising
31. What are the differnent orientiation of creatives are required for Automatic placements
32. What does it means by audience network placement? where does the ads actually appear?
33. How many carousel cards are visible in Instagram story placement, if we use all 10 cards in
making an ad?
34. Can we target whatsapp as a placement for our ads?
35. Can we target only the Mobile or Desktop users for seeing our ads
36. Can we target that our ads shows on iPhones?

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Different bidding Strategies.

Bid Cap vs Cost Cap.

Different optimisation events present.

What's the major ad optimisation for Traffic objective?

What's the difference between R&F buy, and auction buy?

What's auction overlap and Audience overlap?

What's Custom audience and Custom conversion events?

What's pixel and SDK?

Can you actually count your Custom audience volume?

And, go through the Interview Project once.

(metrics) a brand has CPM=5, wants to reach 1 Million, and Frequency is 3 times per week, what's
the budget it wants to have for its 4 week budget?

What's dynamic and static Custom audience?

Can we create Lookalike of Saved/Core audience?

Can we create Lookalike of lookalike?

Can we Create a pixel events audience? Can we exclude saved audience from Custom audience?

And, yes, Do go through your Spotify/MacD project, And revise them, might have to give a on spot
pitch,and Even explain everything starting from Campaign objectives to ad Copies.

Adding to it, even prepare upon suggestive ways to improve your CPA,VTR,CPV, and Cluck to
conversion rates.

Adding to it, go through, Brand lift, Conversion lift and Cost per result/Cost per conversion lift study..

Adding, What's the % overlap between Custom audience and Lookalike? Can we keep Custom
audience and Lookalike in same adset?

Is it necessary to create separate campaign objectives for different custom audiences?

Brand Awareness Vs Reach optimisation.

How much data we need to make a lookalike of custom audiance

Ans - 100 at least

Can we make a lookalike of saved audiance - no