Twitter Mobile App Campaigns Exam Answers

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Twitter mobile app campaigns are a powerful tool for businesses and marketers to promote their mobile apps and reach their target audience effectively. Here’s a breakdown of how these campaigns typically work and some best practices:

1. Objective Setting: Like any other marketing campaign, it’s essential to define clear objectives for your Twitter mobile app campaign. Whether it’s increasing app downloads, driving engagement within the app, or promoting specific features, having clear goals will guide your strategy.
2. Ad Formats: Twitter offers various ad formats tailored for mobile app campaigns, including App Install Ads, App Engagement Ads, and Video App Cards. Each format serves different purposes, such as driving installs or encouraging users to open the app and take specific actions.
3. Audience Targeting: Twitter provides robust targeting options to help advertisers reach the right audience for their mobile apps. You can target users based on demographics, interests, behaviors, device types, and even target users who have shown interest in similar apps.
4. Creative Elements: Compelling visuals and concise copy are crucial for capturing users’ attention on Twitter. Utilize eye-catching images, videos, or GIFs that showcase your app’s unique selling points. Additionally, craft clear and concise ad copy that highlights the benefits of your app and includes a strong call-to-action (CTA).
5. Optimization: Continuously monitor and optimize your Twitter mobile app campaign to improve performance and achieve your objectives. Test different ad creatives, targeting options, bidding strategies, and ad placements to identify what works best for your app.
6. Tracking and Measurement: Implement proper tracking mechanisms, such as Twitter’s conversion tracking or third-party analytics tools, to measure the effectiveness of your mobile app campaign. Track key metrics like app installs, engagement, conversion rates, and return on ad spend (ROAS) to assess performance accurately.
7. Budgeting and Bidding: Allocate your budget effectively based on your campaign objectives and monitor your spending to ensure optimal ROI. Twitter offers various bidding options, including cost-per-click (CPC), cost-per-install (CPI), and cost-per-engagement (CPE), allowing you to choose the most suitable bidding strategy for your goals.
8. Campaign Optimization: Use Twitter’s campaign management tools to optimize your ad campaigns in real-time. Adjust your targeting parameters, bidding strategies, and ad creatives based on performance insights to maximize results.
9. A/B Testing: Conduct A/B tests to compare different ad elements and strategies and identify the most effective approaches for driving app installs and engagement. Test variables such as ad copy, visuals, targeting criteria, and bidding strategies to refine your campaign over time.
10. Compliance and Guidelines: Ensure compliance with Twitter’s advertising policies and guidelines to avoid any issues with your mobile app campaign. Familiarize yourself with Twitter’s rules regarding ad content, targeting, and prohibited practices to maintain campaign integrity.

By following these best practices and leveraging Twitter’s advertising platform effectively, businesses can create successful mobile app campaigns that drive app installs, engagement, and ultimately, business growth.

Twitter Mobile App Campaigns Certification Exam Answers

Question 1: Which of the following is a potential way to improve the efficiency of your app install campaign?

• Target the same or similar audiences across campaigns to maximize exposure.
• Aim for multiple campaigns per device (iOS or Android) per country across Twitter and TAP.
• Exclude Custom Audiences of existing app users.
• Broaden your target audience to include new demographics

Question 2: What is the technical term for “an allowable period between the moment someone viewed or clicked on your ad and the moment they took action, in which an advertiser believes there was a causal relationship”?

• Campaign parameters
• Attribution window
• Attribution timeline
• Conversion journey

Question 3: Which ad format allows you to use multiple images or videos to show off different aspects of your app or tell a story?

• Narrative ad
• Collage ad
• Carousel ad
• Image ad

Question 4: How many swipable images or videos can you include in a Carousel Ad?

• Up to 6
• Always 3, no more or less
• Unlimited up to maximum 1GB
• Up to 3

Question 5: Which metrics section enables you to add Tweet ID and Tweet media type as custom columns for easy filtering and sorting?

• Activity history
• Breakdown by placement
• Breakdown by creative
• Breakdown by device

Question 6: Why is it normally good practice to add ALT text to images?

• To include necessary details, like disclaimers, without distracting from the message.
• It allows you to include more copy by extending your character limit.
• You can use this space to credit authors and artists without compromising your creatives.
• Users who are blind, have low vision, or other conditions, may use screen readers to understand visual content.

Question 7: Which placement option can extend your reach by placing your ad in other apps used by your audience?

• Partner apps via TAP
• Home timeline
• Relevant search pages
• Profile pages

Question 8: Your ad campaign is promoting a game app. What would be the most suitable call to action for your ad app button?

• Play
• Go to app store
• Buy now
• Learn more

Question 9: How do you choose the app you want to promote in your campaign?

• Target mobile operating systems in the ‘targeting features’ section.
• Type the app name into the ‘campaign name’ field.
• Add the app name as a keyword in the ‘targeting features’ section.
• Use the drop-down selection tool in the ‘ad group details’ tab.

Question 10: What is the “Learning Period”?

• The first few days of a campaign, when data is analyzed to find the best users for your ads.
• Analysis activities that take place during the remaining campaign window after initial reporting is finalized.
• The period of time between campaigns, where lessons learned are fed forward.
• The end of a campaign when all data is collated and analyzed to evaluate campaign success.

Question 11: Which of the following data would you be able to explore via Audience Details?

• Language and locations
• Devices used
• Changes made to ad group
• Breakdown between Twitter and TAP delivery

Question 12: Which placement option enables you to place an ad directly into a conversation thread?

• Tweet replies
• Partner apps via TAP
• Profile pages
• Home timeline

Question 13: Which of the following is used to collect, organise, and standardise app data to assess campaign performance metrics?

• Mobile measurement provider (MMP)
• Personal Information Management System (PIMS)
• Marketing mix modelling (MMM)
• Privacy-enhancing technologies (PETs)

Question 14: Which of the following bidding types would you choose to quickly get your app re-engagement campaign live and serving impressions?

• All options are equally suited to this aim.
• Target bid
• Maximum bid
• Automatic bid

Question 15: How is an ad’s quality score determined?

• It is based on previous campaign data, to estimate potential success.
• Tweets that have been running for longer are considered higher quality.
• Market data is used to measure interest and demand associated with your product or service.
• By taking factors like resonance, relevance, and recency into account.

Question 16: Which metrics section displays changes made to your campaign or ad group, and which optimizations were made and by whom?

• Activity history
• Breakdown by device
• Audience details
• Breakdown by creative

Question 17: What is a common benefit of campaigns that convey a sense of urgency, such as seasonal or one-time promotions?

• Lower cost per action (CPA)
• Lower cost per click (CPC)
• Lower cost per install (CPI)
• Lower cost per mille (CPM)

Question 18: During the mobile measurement process, which of the following happens last?

• The data is displayed for you or sent via callback.
• The install is attributed to the ad source when there is a match to the original click.
• The MMP server registers the app open and looks for a match based on the last click registered.
• The app is opened, triggering the MMP SDK.

Question 19: What is the aim of an app re-engagement ad campaign?

• Reaching existing users to help drive loyalty and engagement.
• Reaching new mobile audiences.
• Engaging with existing users to analyze user behaviors.
• Encouraging app installs beyond the initial launch campaign.

Question 20: What is Marketing Mix Modelling (MMM)?

• A means to calculate the impact of marketing activities on business outcomes using statistics and other influences.
• A campaign strategy that combines different marketing models.
• A mixed-method, qualitative evaluation of campaign performance.
• A comparison of data generated from by different marketing models for the same campaign.

Question 21: What do you have to do before the SDK in your app will send conversion events to your Twitter Ads account?

• Contact a specialist in the Twitter Ads Help Center for personalized support.
• Contact a specialist in the Twitter Ads Help Center for personalized support.
• Choose a MACT partner and set up your app to track installs and events according to their support documentation.
• Be running at least 20 ad groups at a time.

Question 22: What should appear on ad app buttons?

• Appropriate symbol or icon
• “Tap” or “click” instruction
• Call to action verbs
• the app names

Question 23: What feature can you use to help you discover and reach audiences on Twitter that are most likely to install?

• Twitter amplify
• Polls
• Automated targeting
• Product drops

Question 24: Which of the following is recommended when using video content in performance ad campaigns?

• Ensure the video is at least 30 seconds long.
• Provide detailed copy to accompany the video.
• Focus on the music and dialog, rather than visuals.
• Display your product and logo within the first few seconds.

Question 25: Where do you need to go to create an App Re-engagement campaign?

• Creator studio
• Account settings
• Business insights dashboard
• Twitter Ads Manager

Question 26: What does the ABC of best practices describe?

• Text formatting standards
• The stages of the Learning Period
• Audience, Bids and Budgets, Creative
• Attraction, Buy-in, Confidence

Question 27: On which page are you able to customise your Twitter Audience Platform (TAP) settings?

• Campaign details
• Creatives
• Placements
• Ad Group details

Question 28: You spend $50 on 10,000 impressions. What is the Cost per mille (CPM)?

• $10 CPM
• $5 CPM
• $8 CPM
• $4 CPM

Question 29: Under which attribution model would all associated advertising partners be credited equally?

• Multi-touch
• First touch
• Last touch
• Position-based

Question 30: What is the conversion rate (CVR) for 10 conversions and 500 clicks?

• 2%
• 1%
• 5%
• 10%

Question 31: Why is conversion data less reliable in the first 24-48 hours of when impressions are served?

• Initial real-time feedback is based on estimations and may fluctuate until reporting is finalized.
• No data is gathered in the first 24 hours of a campaign.
• Some features of the Twitter conversion reporting UI are not active during the first 48 hours of any campaign.
• User behaviours are less predictable at the start of a campaign.

Question 32: A Lifetime Value (LTV) formula is based on which two factors?

• User spend rate and campaign duration
• The total number of new users gained during the campaign and average user spend rate
• User spend rate and the average lifetime duration of users with the company.
• The conversion rate (CVR) and the average lifetime duration of users with the company.

Question 33: What does MACT stand for?

• Mobile App Conversion Tracking
• Mobile App Click Tracker
• Measurement And Calculation Tool
• Mean Advertising Cost Total

Question 34: Which of the following will enable you to manage conversions to track and send you events and attribution data?

• Media studio
• Twitter pixel helper
• Mobile measurement partner
• Quick promote

Question 35: How do you calculate Click-Through Rate (CTR)?

• Clicks / impressions x 100
• Cost per Purchase – Total spend/total purchases
• Conversions / Clicks x 100
• Spend / (impressions/1000)

Question 36: Which of the following is a distinct benefit of using a target bid approach?

• It allows greater control over how much you pay per billable action.
• There are more options for campaign setup and optimisation.
• You can auto-optimize to get the best results at the lowest price within your budget.
• It is typically the most cost-effective option.

Question 37: You spend $1500 per new user on day 1 of your campaign. You have a goal of hitting 10% ROAS by day 5. How much do you need to generate from each user by the end of day 5 to achieve your ROAS goal?

• $100
• $150
• $15
• $10

Question 38: How can you define and reach the target audience for your app installs campaign?

• Select all filters to narrow the field to as small an audience as possible.
• Maximize your use of demographic targeting.
• Only filter by the keywords used in your campaign.
• Apply selected filters that progressively narrow the field and then overlay data.

Question 39: When would click-through attribution credit be given?

• When a user sees the ad and takes action afterward.
• Whenever a user clicks on the ad
• When a user clicks on the ad and takes action later.
• When conversion targets have been met

Question 40: What is an app install ad?

• an ad that runs on third-party services to help drive installs of your mobile app
• a Promoted Twitter Ad that allows you to reach audiences who are most likely to download your app
• a new kind of video ad from Twitter
• an ad that displays across the iOS and Google Play stores

Question 41: What is a tracking software development kit (SDK)?

• An app store analytics feature for advertisers
• A set of programming guidelines for app developers.
• A code package installed in your mobile app that can measure events related to app installs.
• A data visualization tool in Twitter ads manager.

Question 42: What are custom metrics?

• A set of default metrics based on common campaign objectives
• A customized report showing all results by objective
• A way to monitor data that is most important to you
• An algorithm used to tailor and target audiences automatically

Question 43: Which bidding strategy would you choose to auto-optimize to get the best results at the lowest price within your App Install campaign budget?

• Automatic bid
• All options will auto-optimize
• Target bid
• Maximum bid

Question 44: What is “attribution” in performance advertising?

• A system in which you assign credit to different advertising partners and platforms for driving conversion.
• An agreement with other Twitter account holders to include their handle or hashtag in an ad campaign.
• A method of tracking conversions associated with a particular hashtag.
• A legal requirement to credit authors and artists of content used in your campaign.

Question 45: How can your campaign reach audiences who have opted out of tracking, via Apple’s App Tracking Transparency?

• By specifically targeting audiences who use iOS devices during campaign setup.
• Work with an approved Mobile Measurement Partner (MMP) to leverage SKAdNetwork on Twitter
• It is not possible to continue engagement with audiences who have opted out of tracking.
• By paying for premium Twitter features and tools.

Question 46: What could happen if your bid is not competitive relative to other advertisers?

• You may be charged more than your bid.
• You can be sure of maximum results for the minimum price.
• Your campaign status will not be affected.
• Your campaign may not serve.

Question 47: What does App Activity Combination enable you to do?

• Automatically vary or randomize ad formats during a set campaign window.
• Make connections between events in Twitter through a mobile measurement provider.
• Segment and refine your App Activity Custom Audience based on the frequency and recency of user actions.
• Combine and analyze user behavior data from multiple campaigns.

Question 48: How are you charged when applying an app clicks goal?

• Your target bid sets the minimum amount to pay as the average cost per click.
• You pay the minimum charge plus clicks into the app store or directly into the app.
• You are only charged when a user clicks into the app store or directly into the app.
• You are charged for all clicks into the app or app store, plus all impressions that did not result in this action.

Question 49: What are mobile tailored audiences?

• A feature to target new mobile users based on device and use of Twitter app.
• A target audience of existing users of the app, manually created according to campaign objectives.
• A feature to target existing users, created automatically when app events in Twitter are linked through a mobile measurement provider.
• A term for audiences who have opted out of app teaching via Apple’s App Tracking Transparency.

Question 50: What happens when your overall budget is reached?

• Your campaign will stop serving until the next day.
• Your campaign will continue and you will be charged at the average CPC rate until you end the campaign.
• Your overall budget will automatically increase by 10%.
• Your campaign will stop serving until you increase the budget.