Buying & Delivery
This level is where budget, audience, and placements are defined.
What is ad set?
This buying type guarantees CPM and allows frequency control upfront.
What is Reservation Buy?
A client wants to retarget users who added items to cart but didn’t purchase. What type of conversion even would they use?
What is Meta Pixel tracking Add to Cart events?
This delivery type can exhaust budget early and increase costs.
What is Accelerated delivery?
A planner wants to reach new users similar to converters.
What is Lookalike audience?
A planner wants full automation across budget, audience, and creative.
What is Advantage+ end-to-end campaign?
A campaign uses Advantage+ budget. Budget is set once and distributed automatically across ad sets.
At which level is the budget being controlled?
What is the Campaign level?
A client wants more reliable tracking beyond cookies what type of conversion tracking should they use?
What is CAPI?
Spending too quickly causes the system to do this to bids.
What is decrease bids?
This audience requires a data source like Pixel or CRM.
What is Custom audience?
A conversion campaign is not exiting learning. What key threshold is likely not being met?
What is ~50 optimization events per week?
This bid strategy maximizes total conversion value, not volume.
What is Highest Value bidding?
Good early performance, then rapid decline. What is likely the cause of this?
Creative fatigue
A campaign’s CPM suddenly increases after narrowing audience and placements. What caused this?
Increased competition + reduced delivery flexibility
A campaign has limited reach and high costs. What’s the likely issue?
What is audience too narrow?
A client has strong purchase data and wants to maximize revenue. What objective and buying strategy should they use?
Sales objective with value optimization (highest value bidding)
An ad wins the auction based on these three factors.
What are bid, estimated action rate, and ad quality?
A new brand wants maximum exposure with limited historical data. What objective and audience strategy should they use?
Awareness objective with broad targeting
A campaign with a bid cap is pacing unevenly and missing delivery targets, even though budget remains. What is the cause and how would you fix?
What is bid cap restricting the system’s ability to adjust bids for pacing and raise the bid cap or switch to standard delivery (auction)?
Reservation campaigns require a minimum audience size of this.
What is 200,000 people?
A client wants to:
What is the limitation?
What is cannot customize language within a single ad set in Reservation?
A planner duplicates an ad set to change frequency mid-flight. What is the impact?
What is resetting the learning phase?
A client wants installs and in-app purchases tracked. What objective and tool should the client use?
What is App Promotion objective with Facebook SDK?
A planner notices that when spend is too slow, the system increases bids, but delivery still does not improve. What is wrong?
What is insufficient available inventory or overly restrictive constraints preventing scaling?
A campaign has:
But is still underperforming...What should you do?
What is remove the interest-based audience and let the platform optimize fully off conversion events?