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Digital Marketing Facebook Ads Flashcards
51 question-and-answer cards covering Facebook Ads as it is examined in Digital Marketing. 24 of them are printed below, taken from across the deck — no signup, no paywall on the preview.
24 sample cards from the Facebook Ads deck
Sampled from the end of the deck, so these are different cards from the ones shown on the syllabus page.
State three best practices for effective Facebook ad creative.
1) Keep text on images minimal and use eye-catching visuals; 2) Lead with a clear value proposition and strong call-to-action; 3) Design mobile-first (vertical/square formats) and hook viewers in the first 3 seconds of video.
Why is the first 3 seconds critical in a Facebook video ad?
Most users scroll quickly and videos auto-play muted, so you must capture attention immediately — with a strong visual hook, on-screen captions, and the key message up front — to stop the scroll.
What is A/B testing (split testing) in Facebook Ads?
A controlled experiment comparing two or more versions of an ad, ad set, or campaign that differ by a single variable (e.g., creative, audience, or placement) to determine which performs better, while Facebook ensures non-overlapping audiences.
In an A/B test, why should you change only one variable at a time?
So you can attribute any difference in performance to that single variable. Changing multiple variables makes it impossible to know which one caused the result.
What does KPI stand for and what is it?
Key Performance Indicator — a measurable value used to evaluate how effectively an ad campaign is achieving its objective (e.g., CTR, CPC, CPA, ROAS).
Define CTR (Click-Through Rate) and give its formula.
The percentage of people who clicked an ad after seeing it. $$\text{CTR} = \frac{\text{Clicks}}{\text{Impressions}} \times 100\%$$
Define CPC (Cost Per Click) and give its formula.
The average amount paid for each click. $$\text{CPC} = \frac{\text{Total Spend}}{\text{Clicks}}$$
Define CPM and give its formula.
Cost Per Mille — the cost per 1,000 impressions. $$\text{CPM} = \frac{\text{Total Spend}}{\text{Impressions}} \times 1000$$
Define CPA (Cost Per Acquisition/Action) and give its formula.
The average cost to obtain one desired conversion. $$\text{CPA} = \frac{\text{Total Spend}}{\text{Conversions}}$$
Define ROAS (Return on Ad Spend) and give its formula.
Revenue generated for every unit of currency spent on ads. $$\text{ROAS} = \frac{\text{Revenue from Ads}}{\text{Ad Spend}}$$ A ROAS of $4$ means \$4 earned per \$1 spent.
What is the difference between Reach and Impressions?
Reach is the number of unique people who saw your ad; Impressions is the total number of times the ad was shown (one person can generate multiple impressions). Thus $\text{Impressions} \geq \text{Reach}$.
What is Frequency and how is it calculated?
The average number of times each person saw your ad. $$\text{Frequency} = \frac{\text{Impressions}}{\text{Reach}}$$ High frequency can cause ad fatigue.
What is ad fatigue and how is it detected?
When an audience sees an ad too many times, causing declining CTR and rising costs. It is detected by monitoring rising Frequency alongside falling engagement/CTR.
What is Conversion Rate and its formula in the ad context?
The percentage of clicks (or visitors) that complete a desired action. $$\text{Conversion Rate} = \frac{\text{Conversions}}{\text{Clicks}} \times 100\%$$
What is Relevance/Ad Quality (Quality Ranking) and why does it matter?
Facebook's assessment of how relevant and high-quality an ad is versus competitors targeting the same audience (Quality, Engagement Rate, and Conversion Rate rankings). Higher relevance generally lowers costs (CPM/CPC) and improves delivery.
What is the Facebook Pixel?
A piece of JavaScript code placed on a website that tracks visitor actions (page views, add-to-cart, purchases), enabling conversion tracking, website Custom Audiences, retargeting, and delivery optimization.
Name three key functions the Facebook Pixel enables.
1) Conversion tracking (measuring actions after ad clicks); 2) Building website Custom Audiences for retargeting; 3) Optimizing ad delivery toward users likely to convert (and enabling dynamic ads).
What is the difference between a standard event and a custom conversion for the Pixel?
A standard event is a predefined action Facebook recognizes (e.g., Purchase, Lead, AddToCart, ViewContent). A custom conversion is defined by the advertiser using URL rules or event parameters to track specific actions.
What replaced/augmented the Pixel for handling privacy changes and server-side data?
The Conversions API (CAPI), which sends conversion events directly from a business's server to Facebook, complementing the browser-based Pixel and improving measurement resilience against browser/tracking restrictions.
What is a retargeting (remarketing) campaign?
Showing ads to people who have already interacted with your business — e.g., website visitors, cart abandoners, or past engagers — using Custom Audiences to re-engage warm prospects and drive conversions.
Give a classic retargeting use case for e-commerce cart abandoners.
Use a website Custom Audience of users who triggered AddToCart but not Purchase, then serve them dynamic ads showing the exact products left in their cart to encourage completion.
What are Dynamic Ads (Advantage+ Catalog Ads)?
Ads that automatically promote relevant products from a product catalog to each user based on their behavior/interest, without creating an ad for each item manually. They require a product catalog and the Pixel/CAPI.
What two components are required to run Dynamic Product Ads?
1) A Product Catalog (a feed of products with details like ID, price, image, availability), and 2) the Facebook Pixel or Conversions API set up with catalog-related events (ViewContent, AddToCart, Purchase) to match products to users.
What is Facebook Analytics / how is campaign performance analyzed in Ads Manager, and what should you optimize toward?
Performance is analyzed via Ads Manager reporting and Meta insights, reviewing KPIs (CTR, CPA, ROAS, Frequency) with custom columns and breakdowns (by age, placement, device). Optimization means reallocating budget to top performers, refreshing fatigued creative, refining audiences, and pausing underperformers to improve results toward the objective — e.g., raising ROAS while lowering CPA.
What this deck covers
The Facebook Ads deck follows the Digital Marketing Facebook Ads syllabus — 7 chapters and 20 topics — so questions land on material that is genuinely examinable rather than trivia around it. That works out to roughly 7.3 cards per chapter.
Answers are written to be recallable, not just readable — averaging about 191 characters, which is long enough to carry the reasoning and short enough to say out loud.
A deck like this earns its keep on the second and third pass. Read the syllabus first so you know the shape of the subject, then use the cards to find the specific facts that have not stuck.
Facebook Ads flashcards FAQ
How many Facebook Ads flashcards are in this Digital Marketing deck?
51 cards. This page previews 24 of them, sampled evenly across the deck so you can judge the difficulty before installing anything.
Are these Digital Marketing flashcards free?
Yes. The preview here is free to read with no signup, and the full 51-card deck is free inside the Examius app.
What do the Facebook Ads cards cover?
They follow the Digital Marketing Facebook Ads syllabus — 7 chapters and 20 topics — so the questions track what is actually examinable.
How should I use these flashcards?
Read the syllabus first so you know the shape of the subject, then drill the deck. Examius schedules each card with spaced repetition, so cards you keep missing come back sooner and ones you know drift further apart.