Twitter Exams Answers (9 Exams)

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Questions:

Twitter In-Stream Video Ads: (Select two.)

Are billed only when someone follows your account
Require Tweet copy
Feature professionally produced videos (no user-generated content)
Offer pre-roll video across 200+ of the top premium publishers within one campaign

Advertisers should consider First View when they want to: (Select all that apply.)

Drive a higher brand and message recall
Be the first thing people see when they open Twitter, when memory response is highest
Maximize watch time with a format typically watched longer than other Twitter timeline formats
Drive website traffic and lower-funnel objectives

You may need Twitter’s #Optimization team when _____. (Select three.)

You need a custom animation for an upcoming video campaign
You want to optimize assets you already have
Your content is underperforming
You’re concerned about the cost of producing mobile-first video content

What are the three bid units available when creating a Promoted Video Views campaign?

6s video view is the only bid unit for Promoted Video View campaigns
3s/100% video view, 10s/100% video view, 30s/50% video view
3s/100% video view is the only bid unit for Promoted Video View campaigns
2s/50% video view, 3s/100% video view, 6s video view

Creative matters because _____.

Ads with better creative are often Retweeted by celebrities
People don’t read the copy on Twitter
You aren’t directly in control of it
47% of sales are attributed directly to creative

What is one of the reasons brands are choosing to go live on Twitter?

To increase their app installs
To remarket to their existing customer base
To drive increased conversation with their audience
To optimize the existing assets

What are the three purchasing options for an In-Stream Video Ad?

Through the Auction — Biddable
Nielsen Demo Guaranteed (US only)
Twitter “Best Price” matching algorithm
Fixed Pricing

Match the following terms to the descriptions.

Conversational Video Ad (1)
Twitter Poll (2)
Video Website Card (3)
Promoted Video (4)
It encourages people to engage with and spread campaign messages.
It enables you to advertise in people’s timelines and promote your brand story to your target audience.
It moves customers through the funnel toward an end goal, such as a purchase.
It collects feedback and gives people the chance to weigh in on questions.

True or False: Promoted Trend Description can be changed by advertisers throughout the day.

True
False

What is a Conversational Video Ad?

An In-Stream Video Ad that gathers feedback using an opinion card
A type of Promoted Video that links directly to a website
A type of Promoted Video that includes call-to-action buttons and hashtags prompting people to Tweet and share a message
A Conversational Video Ad sends text messages to a mobile phone

In-Stream Video Ads are:

The best way to take over the Explore tab on Twitter for a day
Curated, relevant, engaging, and brand-safe
Always longer than 30 seconds and unskippable
Only shown to people over the age of 18

When will people on Twitter typically see a First View campaign in their timeline?

Every time they log in to Twitter across desktop and mobile devices from 12am to 11:59pm the next day of the campaign
One specific time at the day of the campaign, as chosen by the advertiser
The first time they log in to Twitter across desktop and mobile devices from 12am to 11:59pm the day of the campaign
Specific times throughout the day of the campaign, as chosen by the advertiser

Which of the following statements about Promoted Trend Spotlight is correct?

Promoted Trend Spotlight will feature your ad at the top of the Explore tab for 48 hours.
Promoted Trend Spotlight is another name for Twitter emoji.
The Promoted Trend Spotlight supports 6-second looping GIFs, MP4s, or image assets to go with your Promoted Trend.
Promoted Trend Spotlight is best for long-form (5 minutes or longer) video content.

What are the locations where you might see a Promoted Video served?

Only within the timeline
The Trends section, the login screen, and the profile settings page
Within the timeline, on someone’s profile, and at the top of relevant search results pages
On the sidebar of twitter.com, in your Direct Message inbox, and in the Moments section

Twitter Polls are best used when brands want to ______. (Select two.)

Build loyalty by listening to their audience’s opinion
Drive conversions on their website
Align with influencers who have controversial opinions
Involve their followers in brand or content decisions

Each Promoted Trend is made up of which three components? (Select three.)

Trend Description
Animated Trend GIF
Companion Tweets
Trend #Hashtag

In-Stream Video Ads help advertisers to: (Select two.)

Showcase longer video > 30 seconds, or share feature-length content with brand followers
Align brand messages with a single publisher
Build brand relevance by running targeted pre-roll video ads before video content they’re already watching.
Generate brand lift with video content

Which of the following are best practices when creating an In-Stream Video Ad? (Select all that apply.)

Keep your content short and simple.
Use In-Stream Ads to set up other content.
Brand your video within the first few seconds.
Don’t use music because it is distracting.

True or False: The Promoted Trend Spotlight adds a high-impact, full-bleed media Spotlight placement in the Trends section.

False
True

What is a Video Website Card?

A type of Promoted Video where Promoted Tweets use video to capture user attention and drive qualified users to your landing page
An In-Stream Video Ad that gathers feedback using an opinion card
A type of Promoted Video that includes clickable hashtags that prompt users to Tweet and share a message to their followers
A type of Video Website Poll that gathers feedback from people in the form of an opinion card, providing valuable insight into your followers’ opinions

The Promoted Trend Spotlight adds a high-impact, full-bleed media Spotlight placement at the top of the ______.

In “Mentions” under notifications
Settings tab
Direct Message inbox
Explore tab

Which of these statements best describe First View? (Select all that apply.)

It provides a single-day (24-hour) “mass awareness” package of Twitter’s most valuable video impressions.
It is best suited for lower-funnel campaign objectives.
It can only be purchased by one advertiser per day, per geography.
It includes a Twitter Brand Survey.

Which statement about First View and Promoted Trend is true?

First View and Promoted Trend may not be purchased together.
Combining First View and Promoted Trend will reach people either in the Home timeline or the Explore tab, but not both.
When paired together, First View and Promoted Trend drive higher key ad metrics.
It is not recommended to use First View and Promoted Trend together.

True or False: Promoted Trends can be purchased by multiple advertisers per geographic area, per day.

True
False

Which of the following safeguards does Twitter employ to protect brand safety?

Twitter will only run In-Stream Video Ads before one of 200+ brand-safe partners.
Twitter runs algorithmic and manual checks to ensure ads are not aligned with content that falls outside of brand safety guidelines.
Twitter uses Twitter Polls to collect user feedback on video inventory.
Twitter only runs ads on user generated content offering limited brand safety.

What can help your audience make a connection within the first few seconds of watching your video?

Not including your logo immediately
Using nothing but text in the first few seconds
Adding music that reminds them of their childhood
Showing people or talent at the start of the video

Match the following sponsorship types to the definitions.

Pre-roll ads on highlight clips (1)
Sponsored Moments (2)
Pre-roll ads before live video (3)
Brand integrations (4)
Video ads that run in front of near-live feeds.
Video ads that run before live feeds.
A storytelling format that collects Tweets, videos, images, and more around a single theme with interstitial ads within the experience and branding on the cover image.
Content created by a publisher in partnership with an advertiser, which seamlessly integrates the advertiser via logo overlays, brand mentions, sponsored segments, etc.

Match the following combined takeover products to their potential impacts.

Takeover Ads + Twitter Emoji (1)
Promoted Trend + Spotlight (2)
First View + Promoted Trend (3)
Add impact and make your Promoted Trend and Companion Tweets stand out with a customized graphical representation.
Potentially double ad breakthrough during an upcoming event or launch.
Maximize advertisers’ ability to reach people in the Home timeline and Explore tab.

For video Tweet content, match the questions to the ad component:

What do you want consumers to think? (1)
How do you want them to feel? (2)
What do you want them to do? (3)
Active Statement
Video
Link or Hashtag

First View campaigns can only be purchased through _____.

Ads Manager
Your Twitter Client Partner
MACT
Bid

Which two Twitter video ad formats allow your message to be one of the first things a person sees when they log on? (Select all that apply.)

Promoted Video Carousel
Video Website Cards
First View
Promoted Trend

Match the sponsorship purchase methods to the descriptions.

Demo Guarantee (1)
Biddable (2)
Fixed Rate (3)
Advertisers are able to bid against other advertisers for ad spots based on a wider range of actions such as impression, video view, or an engagement, where the highest bidder wins the spot.
Allows advertisers to verify that their ads are reaching a specific demographic via Nielsen. You are only charged for impressions that serve that specific demographic as verified by Nielsen third-party reporting.
Advertisers pay a predetermined fixed rate for an ad spot. This is a fixed CPM method of purchase.

True or False: People on Twitter are watching more than 2 billion videos daily.

True
False

Twitter’s #BlueBrush team can help when _____. (Select three.)

You need a graphic designer to create original assets for your brand
You are looking for staff augmentation
You need a custom animation for an upcoming video campaign
You need help with photography for an upcoming product launch

Which Live Brand Studio product requires approval from the Twitter Brand Team?

Event Page
Broadcast
Neither Broadcast nor Event Page
Both Broadcast and Event Page

Where can you measure your return on ad spend for Performance Advertising?

Conversion Tracking
App Manager
Ad Editor
Tag Library

Which of these are refined audience targeting? (select all that apply)

Key Words
Interest
Events
Household Income

hich budgets can be set? (Select all that apply)

Daily
Campaign
Ad Group
Out Of Home Engagements

Say your business wanted to drive conversation about an upcoming event, which campaign objective would you choose?

Reach
Engagements
Followers
Website Traffic

You need a ________________ to access Ads Manager.

Twitter account
business
campaign
audience

47% of sales performance can be attributed to ______________

Refined audience targetting choices
Creative alone
Adding subtitles to all media
Combining the right target and good creative.

What are the main components of the marketing funnel? (select all that apply)

Awareness
Consideration
Conversion
Creation

Where can you upload media? (select two)

Media Library
Tweet Composer
Analytics Tab
Events Manager

Which of these is NOT a benefit of using the Tweet Composer?

Simple Media Upload
Preview
Complex to use
Media Upload how-to

When setting up your campaign, how is it best to decide your targets?

Select everything to cover the most people.
Choose 1 or 2 options that support your goal.

Home Dashboard provides you with a _____ day summary of your progress

You can refine your data views by using _________

Reach
Filters
Metrics
Creatives

What are the three stages of Reporting Overview?

Filters
Metrics
Exporting
Cross-Border

The default filters in the Ads Manager are….? (Select three)

Funding Source
Objective
Status
International Views

The Tweet Activity Dashboard (TAD) can show you details of how many times people have….? (Select all that apply)

Seen
Retweeted
Liked
Called
Replied

Go big on branding and be laser focused are 2 examples of ______________

Video best practices
Tweet best practices
Campaign best practices
Analytics best practices

On the Dashboard, which tab do you use to create your ads content?

Campaigns
Creatives
Analytics
Tools

Which area can help you reach the right people for your campaign?

App Manager
Conversion Tracking
Audiences
Tag Library

What does the Audience estimator do?

Suggests target demographics
Calculates audience based on your selections
Sets up refined audience targetting
Recommends themes for future campaigns

You want to expand your skincare brand to the markets in Germany and Austria. Currently, you only have the English version of your Twitter ad creatives. Select the right approaches to translate your English Creatives to German.

Do some research on the cultures and customs in Germany and Austria.
Test your ads among American audience with German decents.
Translate your Twitter creatives using Google Translate.
Ensure your creatives are appropriately and effectively translated.

In the @FootballManager example, how did @SIgames drive awareness across Europe to promote #FM21ReleaseDay?

They used Twitter Promoted Video.
They used animated GIFs that were Retweeted by fans.
They used a team of gaming influencers to live stream the launch of their new initiative on Twitter.
They used Trend Takeover+ and artificial intelligence to gain attention and engage with their audience.

You are the CEO of a tech startup. You are uncertain about your target audience. You want to run a reach campaign on Twitter to promote your new time management app. You SHOULD do ALL of these things EXCEPT.

Use 3+ ad formats when possible to drive greater results
Mass-promote your message to the largest possible audience
Keep your copy short and to the point
Don’t make changes in the first 3–5 days: give performance time to stabilize

What are the benefits of having different ad groups in your ad campaign?

Distribute budget equally among different audience groups
Identify which Tweets work best
Measure performance in meaningful segments
Test different audiences

You’re launching a new restaurant franchise in a new market and you want to increase overall awareness of your brand. Which objective would be best suited for your campaign?

Video Views
Reach
Website Traffic
Followers

What are the three simple rules of creative best practices?

Show your brand
Keep it short & simple
Create visual cues
Include people & products

You are an International sportswear brand. You want to launch your campaign in several different English-speaking countries (America, UK, Australia, Canada, New Zealand) to promote your new line of sneakers. Please select all the correct strategies for your campaign.

Create a campaign with one ad group for all of the English-speaking countries to save your budget.
Use the same campaign creatives for all the aforementeioned English-speaking countries.
Do extensive research on the cultures and customs of the different English-speaking countries and adapt your campaign creatives accordingly.
Create a campaign with different ad groups that apply different creatives, bid strategies, and audience criteria for different English-speaking countries.

What makes influential people on Twitter different from those on other platforms?

Influencers on Twitter tend to sell more products.
Influencers on Twitter tend to say “look at this” vs. “look at me”.
Influencers on Twitter tend to be more likeable.
Influencers on Twitter have more followers than on other platforms.

Which campaign objective can help your brand connect with 200+ premium publishers that align with your audience’s interests?

Video Views
Followers
App Installs
Pre-roll Views

Which of the following statements is correct?

Ad groups let you run different creatives within one campaign objective.
A campaign must have more than one ad groups.
One ad group can have different types of audiences.
A campaign can only have one bidding type.

Why do you need creative asset optimizations when advertising on Twitter?

Creative is the single most significant factor when it comes to driving sales.
Your Tweet copy is an essential storytelling tool for your brand.
Twitter algorithm prioritizes optimized creatives
Great creative gets noticed on Twitter

You want to promote your citrus flavored sports drink to a wider International audience on Twitter. Choose the creative best practices you can apply in your video ads.

Create human connections
End your video with a product reveal.
Include movement in the first few moments of your video
Ensure clear logo placement

Which one is NOT a reason for creative localization?

Localizing makes your campaign feel less like a sales pitch and more like a conversation.
People in different countries prefer different advertising strategies.
People respond to ads that resonate with them on a personal level.
An effective ad in a foreign market should speak their language and reflect a genuine understanding of their culture.

You’re an experienced advertiser who knows how much you’re looking to pay per billable engagement at scale. Which bid type should you choose?

Target bid
Target cost
Maximum bid
Auto bid

What are the three levels of your campaign structure?

Ad groups
Campaigns
Audience groups
Ads (Tweets)

You are a first-time Twitter advertiser with a highly restricted budget. Which bid type should you choose?

Target bid
Target cost
Auto bid
Maxinum bid

You’re launching a product in a new market. The goal of your campaign is to drive consideration in hopes that people on Twitter will purchase your product. What type of campaign would be best suited to help you achieve your goal?

An Engagement campaign that attempts to create conversation
A Website Traffic campaign asking people to visit your new website
A Video Views campaign showcasing your latest looks
An app installs campaign to download your app

Your game company is running a video ad to promote your new RPG game in the Japanese market. Your marketing team found that this game is most popular among teenage boys who are interested in Shōnen manga and anime. What are your targeting criteria?

Movie: Seven Samurai
Location: Japan
Age: 14-20
Keywords: Shōnen, anime, manga

You’re a food delivery service app, and you want to let your users know about a new “30 minutes or less” premium feature you’re launching in your app. Which campaign objective should you choose?

Video Views
Website Traffic
App Re-engagement
App Installs

You are an American fashion brand that aims to expand to the French market. You created a French video ad to promote your new business casual design to young professional women between 20 to 40 years old. What are your targeting criteria?

Location: France AND Gender: women OR Age: 20-40
Location: France OR Gender: women AND Age: 20-40
Location: France OR Gender: women OR Age: 20-40
Location: France AND Gender: women AND Age: 20-40

You’re about to launch your product in a new market and you want people to sign up for email updates by filling out a form on your site. Which Twitter campaign objective would help you accomplish this?

App Re-engagement
App Installs
Pre-roll Views
Website Traffic

What are the three steps for success in cross-border advertising?

Scout your competition
Select your target market
Choose your connect opportunity
Develop new creative assets

You’re a French clothing brand, you want to connect with your audience in America and invite them to a join conversation on this season’s color palettes. Which Twitter campaign objective would help you accomplish this?

Video Views
Awareness
Engagement
Website Traffic

What are the benefits of frequency caps?

As we move down the funnel, a slightly higher frequency is needed to drive lift: more exposures per week are needed to achieve 80% of the overall potential impact.
Campaigns under 4 weeks see higher lifts in recall (+5%), brand awareness (+18%), and campaign awareness (+14%) than those beteen 4 and 8 weeks.
Campaigns with frequency caps have 16% lower cost per thousand impressions (CPM) and 5x lower cost per thousand unique users than campaigns without.
Weekly exposure drives upper-funnel brand metrics. Up to 80% of ad recall and brand awareness occurs within the first 2 exposures per week of a campaign.

Your brand invented a new vegan burger. Your marketing team created a video ad targeting the audience in France. You want to direct your audience to your website to make the purchase. Please select all the correct strategies for your campaign.

Set Campaign objective as “Website clicks”
Set targeting criteria: Location: France OR Keywords: Vegan, Vegetarian
Set Campaign objective as “Engagement”
Set targeting criteria: Location: France AND Keywords: Vegan, Vegetarian

Which one is NOT one of the features of Ad composer

Show real-time previews
Create multiple versions of your Tweet
Determine audience location
It allows you to add Website or App functionality

In Activision’s case study, the backbone of their successful Warzone campaign was:

its ability to deliver a personalized report to every player in a matter of seconds
its video content had an unusually high production value
it was the first brand to gamify Twitter

What percentage of users rate Twitter “good” or “great” for brand interaction?

49%
nearly 100%
71%
37%

In our case study, no name’s brand voice stands out because of its:

eloquent, elevated style
witty, deadpan style
optimistic, cheerful style

What is media innovation?

being the first to integrate the latest technological developments into your campaign
finding new and interesting ways of doing things, and finding a solution that matches a need
developing groundbreaking technological tools

Your campaign goal is customizing video at scale. Which of the following choices is the most likely API solution?

digital carting for CPG
branding: custom mobile landing pages
video personalization
lead capture: custom mobile landing pages

In our case study, PedidosYa worked with an API Partner to develop a highly targeted campaign using:

Twitter Audience Platform
Video Ads
Animated GIFs
Carousel Cards

API Marketing Partners assist with the following goals: (select all that apply)

creative ad experiences
campaign management
advertising analytics
drafting inspirational content
brand voice conception
audience targeting

The best time to bring the in-house audience insight team into a campaign is:

simultaneously with the campaign launch
after the brand initiative kicks off
at the conclusion of the campaign
before the brand initiative kicks off

Thinking back to our case studies, what percentage of people on Twitter believe brands should affect positive change in society?

61%
99%
<1%
41%
81%

The number one reason people come to Twitter is:

to see what’s happening
culture
news
gossip & entertainment
making money

What are the essential elements of effective brand voices? (select three)

wit
conversational
real-time
authenticity
emojis

The attitudes, tone, and substance of your brand’s content should be:

sassy but relatable
reflective of everything your brand stands for
in line with the latest trends

When your brand connects with what’s happening on Twitter, you can see lifts in: (select all that apply)

purchase intent
brand preference
brand awareness
message association

In our case study, no name’s Twitter handle isn’t a typical marketing channel primarily because it is a destination for:

entertainment and conversation
reliable information and breaking news
the best deals and promotions of their products

Among the case studies we reviewed, what brand challenged Twitter users to an interactive “scroll race?”:

Burger King
Mountain Dew
Adidas UK
Glade

Which element of a creative campaign should be developed first?

the data
the technology
the insights-based creative idea

For more customized research or analysis that gives you a deeper understanding of how Twitter users really think and feel, consider working with:

an independent consultant
Twitter’s in-house audience insight team
other Twitter users

When it comes to conversation on Twitter, successful brands:

keep it professional by avoiding engagement
interact exclusively with other brands
always use the full character limit to express themselves more clearly
join existing conversations and inspire new ones

When defining your brand voice, first consider the brand’s:

Vision, Mission, Values
goals, plan, and results
origin, journey, and destination

Twitter Advanced Search allows you to:

find an API Partner to meet your campaign’s technological needs
protect your brand by participating in conversations anonymously
search, segment, and filter Twitter’s Tweets and profiles

A distinct brand voice allows your brand to: (select all that apply)

offer discounts
connect with culture
speak with personality
generate and join conversations

Which of the following are components of the OUI Framework? (select all that apply)

Initiate
Understand
Ideate
Utilize
Observe
Obtain

Leading brands are more likely to evoke an emotional response in their audiences by a factor of:

What are the two key use cases for when brands should always activate on Twitter? (select two)

selecting the right hashtags
connecting with what’s happening
launching something new
ensuring your replies contain GIFs

What are three key strengths that characterize Twitter’s audience?

targeted, character, community
growth, impact, community
growth, insights, conversation
growth, influence, community

Launches typically fall into the following categories: (select all that apply)

new branding
new company leadership
new products or features
new messaging

A Kantar study revealed the correlation between a brand’s cultural relevance and its purchase intent to be:

Following ________ are a great way to stay on top of the conversations related to the subjects you care about most.

Trends
Other People
Topics
Tweets

A _______ is a topic or hashtag algorithmically determined to be one of the most popular topics on Twitter at any given moment.

Tweet
Retweet
Quote Tweet
Trend

What are some of the most basic ways to interact with content on Twitter? (select three)

Retweeting or Quote Tweeting
Replying to Tweets
Unfollowing people
Liking Tweets

_________ is a unique feature of Twitter’s desktop experience. Here you’ll find the latest Tweets and stories that are trending on Twitter.

The Explore Tab
The “What’s Happening” Section
Your Direct Message Inbox
The Trending Section

What are three things you can do to esnure your account stays secure? (select three)

Monitor your third-party connections
Use two-factor athentication
Keep your browser & operating system updated
Use a simple, easy-to-remember password

If your account is compromised, one of the first things you should do is…

Change your password
Close your Twitter account
Send a DM to Twitter Support
Tweet about it

True or False. You can grant different levels of permissions to multiple users, who will be able to access your Twitter Ads account while logged into their own personal handle.

False
True

The Twitter Rules are centered around three primary areas:

safety, precautions, and policy
authenticity, policy, and precaution
safety, privacy, and authenticity
policy, safety, and public integrity

We believe the majority—if not all—of your content should be capped at _____.

60 seconds
15 seconds
10 seconds
30 seconds

When creating video content, where should you place your logo?

Top-right corner
Top-left corner
Bottom-right corner
Bottom-left corner

________ are a great way to tell longer-form, curated stories on Twitter.

Bookmarks
Tweet Storms
Stories
Moments

Creating _________ are key in guiding you on how to plan and create relevant content.

Live Q&As
Content Pillars
Brand Voice Guidelines
Photo Tweets

Tapping this icon allows you to change the content of your Home Timeline. You can choose to show the latest Tweets from the people and topics you follow or Top Tweets curated by us.

The Timeline Control Button
The Content Preferences Button
The Topics Menu
The Tweet Display Settings Button

When writing your Tweets, you should consider… (choose three)

Keep your copy focused on serving a single purpose
Incorporating Hashtags
Using up all 280 characters
Keeping it short & sweet

What tool gives you the power to decide who can reply to your Tweets.

Hidden Tweets
Twitter Reply Controller
Conversation Settings
Tweet Audience Enforcement

What does TAD stand for?

Tweet Activity Dashboard
Twitter Analytics Display
Tweet Analytics Dashboard
Twitter Activity Data

True or False. You can promote or encourage suicide or self-harm on Twitter as long as you disable replies.

False
True

What are the main ways to track your success on Twitter? (select three)

Twitter Media Studio
Twitter Data Dashboard
Twitter Ads Manager
Twitter Analytics

True or False. You may not threaten violence against an individual or a group of people. We also prohibit the glorification of violence.

False
True

How many characters can be used in your Twitter Bio?

When using Conversation Settings, what are the options you have for controlling who can reply to your Tweets? (select three)

No one
People you follow
Only people you mention
Everyone

True or False. On Twitter, the word ‘Tweet’ can be used as a verb or a noun.

True
False

When you see a questionable Tweet in your timeline, how can you take action? (select four)

Block the account
Send the account owner a DM and ask them to delete the Tweet
Mute the account
Unfollow the account
Report the account

True or False. People are allowed to create parody, newsfeed, commentary, and fan accounts on Twitter provided that the accounts follow certain requirements.

False
True

What three things are essential to building a solid Twitter content strategy? (select three)

Defining Your Objectives
Defining Your Audience
Developing a massive following
Creating a Content Calendar

When logged in to twitter.com or via our mobile app, you can access on-the-spot analytics by finding and tapping on the ________

Twitter Data Button
Tweet Activity Button
Tweet Analytics Link
Twitter Activity Toggle

_________ should be an ever-changing billboard showcasing what’s new with your brand or organization.

Your profile photo
Your Twitter bio
Your Pinned Tweet
Your header photo

What are some good things to highlight in your pinned Tweet? (select three)

Your favorite cause or charity
Your latest launch campaign
A funny meme about your boss
An ongoing sale, promotion, or campaign

True or False. In addition to signing up with your email address, you can also use your phone number when creating your Twitter account.

True
False

When searching Twitter, how would you see the most recent content related to your search term(s) that people have shared on Twitter.

Click the Top Tab in search results
Click the Latest Tab in search results
Click the People Tab in search results
Click the Photos or Videos Tab in search results

How many characters can be used in a Tweet?

What are three ways you can improve your Twitter bio? (select three)

Keep it as short as possible
State your organization’s mission
Try to be humorous
Share your brand history

_________ are Tweets paid for by our advertisers.

Media Tweets
Paid Tweets
Promoted Tweets
Organic Tweets

What feature allows you to tailor search results to specific date ranges, people, and more?

The Explore Tab
The Search Bar
The Search Results Page
The Advanced Search Tool

What are the recommended dimensions for your Twitter profile picture?

40x40 px
100x100 px
400x400px
200x200 px

How many characters can be used in your display name?

True or False. If we take account against your account, you can appeal the decision through our Twitter Help Center.

False
True

_________ is a unique place within the Twitter UI that gives you instant access to topics and conversations that are popular amongst people on Twitter worldwide.

The Trendy Tab
The Content Tab
The Explore Tab
The Tweets Tab

Where should you go for the most up-to-date statistics on the actions we’re taking on Twitter?

Request a safety report from your Twitter Client Partner
Follow @Twitter for more info
Check our latest press releases
Visit htps://transparency.twitter.com

You may not use Twitter’s services for the purpose of manipulating or interfering in elections or other civic processes. This includes posting or sharing content that may suppress participation or mislead people about when, where, or how to participate in a civic process.

False
True

Match the following terms to their definitions.

Quote Tweet(1)
Tweet Thread (2)
Verified Badge (3)
Mention (4)
Allows you to add your own commentary along with a photo, GIF, or video to someone else’s Tweet and share it with your followers. (1)
Including other accounts in your Tweet by using the @ sign followed directly by their username (4)
Lets people know that an account of public interest is authentic. (3)
A series of connected Tweets from one person. You can provide additional context, an update or additional commentary on a topic by connecting multiple Tweets together. (2)

This dashboard features high-level statistics and is a gallery of your greatest hits.

Tweet Activity Dashboard
Video Activity Dashboard
Analytics Account Home
Twitter Media Studio

What are the types of enforcement that may be used if someone violates the Twitter rules? (select three)

DM-level enforcement
Tweet-level enforcement
Ad-level enforcement
Account-level enforcement

What type of content allows you to record an audio message and share it with your followers?

Twitter Spaces
Music Tweets
Podcast Tweets
Voice Tweets

________ are a great way to drive engagement and learn more about what your followers like.

Polls
@ Replies
Retweets
Direct Messages

_________ displays a stream of Tweets from accounts and Topics you’ve chosen to follow on Twitter.

Your Settings Page
Your Twitter Login Screen
Your Notifications Bar
Your Home Timeline

A _______ is a message sent directly from one Twitter account to another.

@ Reply
Tweet
DM
Retweet

How can you ensure your parody account is in compliance with Twitter’s policies? (select two)

You should use the same profile photo as the celebrity or entity you are parodying.
Every Tweet should use the hashtag #Parody
The bio should clearly indicate that the account is not affiliated with the subject of the account.
The display name should clearly indicate that the account is not affiliated with the subject of the account.

What tool allows you to create real-time audio conversations with other people on Twitter?

Twitter Spaces
Twitter Q&As
Podcast Tweets
Voice Tweets

What are the three types of content we recommend you create when trying to connect with cultural moments on Twitter? (select three)

Video Content
Anticipated Content
Reactive Content
Planned Content

People on Twitter are often the first to try, buy, and…

Share new experiences with others
Download a new game
Forget about your ad
Send a DM asking for more information

Which of the following actions could lead your connect campaigns to 2X more engagement, 35% higher view-through, and 3X more cost efficiency.

Expand your campaign window
Use customized creatives
Use multiple campaigns
Expand your target audience

What percentage of sales can be directly attributed to creative?

Launch Leaders use a phased approach to their flighting strategy, which includes…

Launch Leaders do not use a phased approach.
Preview, Release, and Tech Support
Hype, Anticipate, and React
Tease, Reveal, and Reinforce

The ways to connect on Twitter include (Select three):

Topics
Events
Trends
Occasions

What are the #ThreeSimpleRules for getting creative on Twitter? (select three)

Use jump cuts and fast-changing visuals
Create visual cues with clear logo placement and captions
Include people & products in your videos
Keep it short & simple

In general, how long should your Video Ads be on Twitter?

60-90 seconds
25-45 seconds
10-15 seconds
30-60 seconds

When you want to be at the front and center of the topic, you can use:

Video ads with Conversation Buttons
Timeline Takeover
Video ads for Website Clicks
Poll

What are the five types of launches we identify on Twitter?

New products, new brands, new messaging, new promotions, and new features
New cars, new logos, new movies, new TV shows, and new sales
New projects, new branding, new copyrights, new features, and new hires
New companies, new management, new features, new offers, and new messaging

People on Twitter are… (select three)

Influential
Results-driven
Mostly on iOS devices
Receptive

Which of the following Twitter ad formats help you “go big on the reveal”? (select three)

Trend Takeover
Trend Takeover+
Awareness campaigns
Timeline Takeover

Social video content should be designed for…

Use across all social platforms
The fastest download speed
A sound-off environment
Viewing on a large-screen TV

Your goal for the reveal phase of your launch should be to…

Increase your reach
Achieve all of your KPIs in a single day
Drive mass awareness of your launch
Start conversations

What percentage of a consumer’s purchase decision is driven by their perception of a brand’s cultural relevance?

What percentage of marketers report missing their launch KPIs?

Launch Leaders invest heavily leading up to their launch, spending on average up to ___ % of their total budget between the Tease + Reveal stages.

______________ maximizes your success by serving content before, during, and after your launch day.

An activation plan
A data-driven flighting schedule
Creative developed by an award-winning team
A content strategy

What do we mean when we say “launch” on Twitter?

Creating a new campaign to be released on a specific date
Announcing the event of a sale with a promoted Tweet
Driving sales for a specific type of product
Building awareness and interest in something new

How do Twitter’s takeover products help you achieve a successful launch?

Takeover products allow you to upload longer videos to Twitter.
Takeover products help you achieve mass awareness on Launch day.
Takeover products allow you to direct message your audience at scale.
Takeover products are Twitter’s most cost-effective ad solutions.

True or False. Brands that invest early in building shareable content for their audiences tend to hit their Launch KPIs more often than those that don’t.

True
False

Holiday seasons, International Women’s Day, and Valentine’s Day are all examples of what type of connect opportunity?

None of these are connect opportunities
Events
Occasions
Trends

What did Bain identify as a significant differentiator for brands that had successful launch campaigns?

Their overall budget
The industry the brand operates within
Their use of Twitter as part of their launch strategy
Their use of cutting-edge creative

When you want to align with the topic, you can choose:

Timeline Takeover
Video Ads
Trend Takeover+
Trend Takeover

What are the five types of launch categories on Twitter?

Videos, images, websites, apps, sales
Sales, services, announcements, products, promotions
Product, brand, features, message, promotion
Paid media, video views, announcements, apps, websites

What do we mean when we say “connect” on Twitter?

Communicating with key stakeholders and influencers
Building relevance by being a part of the conversation
Launching a new product that’s connected to a current trend
Executing campaigns around global moments

How many ad formats should you use to increase the probability of having a successful connect campaign?

2-3
Only 1
As many as you can
More than 3

To build cultural relevance for your brand, your messaging should be based on a combination of (select three):

Target audience
Brand story
Topic of connection
Customized creative

Why is it essential for your brand to be culturally relevant? (select two)

Cultural relevance correlates better with brand metrics.
Cultural relevance is every brand’s #1 objective.
Cultural relevance is straightforward to obtain.
Cultural relevance is a critical driver of the consumer’s purchase decision.

Which of the following statements is correct about flighting strategy?

It reinforces your connect campaign by extending the window after the peak.
It does not take part in the peak of the conversation.
It leads brands to build a phased approach to maximize impact pre / during / post-event.
You don’t need to understand the pulse of a conversation before joining it.

True or False: When choosing the best formats for your KPI, Video Ads with Conversation Buttons work best to build campaign awareness, message association, and intent.

False
True

On launch day you should…

Send DMs to your community
Create an email newsletter campaign
Tweet at least 2-3 times
Go big on the reveal to maximize awareness

To drive awareness for your launch campaign, your flighting should be at least ___________ long.

1-2 weeks
3-6 weeks
5-10 weeks
2-3 weeks

If you’re launching a new brand on Twitter, which metrics should you measure to judge your success? (select three)

Consideration
Awareness
Recall
Intent

Why are captions so important for your videos on Twitter?

Including captions can lead to longer view rates.
If your video has captions, Twitter will show your ad to more people.
Captions aren’t that important on Twitter.
Captions help identify the music you’re using in your videos.

Award shows, music festivals, and sporting events are all examples of which type of connect opportunity?

Occasions
Events
Trends
None of these are connect opportunities

What’s the advantage of running a connect campaign on Twitter rather than on other platforms?

People on Twitter are more interested in ads.
People come to Twitter to connect with what’s happening, which makes them more leaned in and receptive to your ads.
Twitter ads are less intrusive.
People on Twitter spend more time scrolling, so your ads are more likely to be seen.

What are the key themes of conversation?" is a question that helps define which of the following elements of a unique message’s construction?

Target audience
Topic of Connection
Customized creative
Brand story

Which launch phase involves fine-tuning details at the campaign level, including identifying target audiences, creating copy, and determining the campaign’s duration?

Creative
Flighting
Activation
None of the launch phases involve these things

Brands that hit their launch KPIs are ____ more likely to launch on Twitter.

2X
not
1.1X
2.3X

Which ad format allows you to connect your content with over 200 brand-safe publishers?

Trend Takeover
Amplify Pre-roll
Amplify Sponsorship
Timeline Takeover

A successful connect strategy contains (select three):

Flighting strategy
Engaging strategy
Messaging strategy
Connect strategy

Working from home, mindfulness, and activism are examples of which type of connect opportunity?

Events
Occasions
Trends
None of these are connect opportunities

Why do people come to Twitter?

Because they want to buy something.
To engage with companies via DMs.
To stay up-to-date on the topics they care about and talk to others who share their interests.
To create friendships with the brands they follow.

If you’re interested in significantly moving brand metrics, the length of your campaign should be…

Shorter
Flight time does not impact brand metrics
Dependent on your budget
Longer

________ is a premium, single-day, “mass awareness” ad package of Twitter’s most valuable video impressions.

Trend Takeover
Timeline Takeover
Amplify Pre-roll Ads
Trend Takeover+

What are the three phases of the connect flighting strategy? (select three)

Announce
Participate
Hype
React

If you pre-produce assets based on what you know will happen and publish them when the moment unfolds so they “feel” real-time, you are creating:

Immersed content
Realtime content
Planned content
Anticipated content

Where should you place your logo throughout your video creative?

Top right corner
You should not include your logo in video creative
Lower third
Top left corner

What is the minimum number of ad formats you should use to maximize your success?

2-3
1-2
3-5
5-10

What ad format allows you to showcase multiple products or promotions in a series of swipeable images or videos?

Video Ads
Carousel Ads
Text Ads
Image Ads

What is a Twitter Pixel?

A measurement solution that allows a direct, server-to-server connection to share conversion data with Twitter.
A snippet of code placed on your website in order to track and measure the actions a user takes
The maximum time window chosen between a user interacting with your ad and a conversion event occurring on your website.
A piece of code that allows you to track individual actions on your website, such as purchases.

What campaign objective should you choose for site visits optimization?

App Installs
Video Views
Pre-Roll Views
Website Traffic

What are the two elements that make up the Twitter Pixel?

Event Code and Base Code
Web Tag and Event Tag
Web Code and Purchase Code

What is one way you can verify your Twitter Pixel?

Website Plugin
Pixel Helper Extension
Google Analytics

Where in your Twitter Ads account would you go to set up your Twitter Pixel?

Analytics
Creatives
Events Manager
Campaigns

What does ROAS stand for?

Revenue over ad saving
Revenue objective and savings
Return on attribution schedule
Return on ad spend

What determines an ad’s quality score?

The length of time that your tweet has been running for
Market data measures demand for your product or service
A combination of the resonance, relevance, and recency of the ad
Previous campaign data

Which metrics section shows the changes made to your campaign, which optimizations were made, and by whom?

Audience details
Activity history
Breakdown by creative
Breakdown by device

Which of the following data could you explore within Audience Details?

Tweet Engagements
Language and locations
Ethnicity
Website Conversions

In measurement terms, what is the definition of impressions?

This is how many times people on Twitter have seen your ads
This is the number of impressions for your ads divided by the number of results
This is the average amount you are paying for each relevant action a user takes
Total campaign spend for the period selected

When thinking about targetting, what would be considered a restrictive targeting option?

Keywords
Events
Interests
Platform

What are custom metrics?

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
A set of default metrics based on common campaign objectives

Why is it important to ensure that attribution windows are the same on all platforms?

To ensure that all platforms are being measured to the same standard.
To count the overall traffic sent to your website
To allow the platforms can talk to each other
To verify your Twitter Pixel

What is attribution?

A system that credits different advertising platforms for driving conversion
A method of tracking conversions associated with a particular hashtag.
Copyright payments to artists for content used in a campaign.
Including another person or company’s account handle within an ad campaign.

What measurement method allows you to see lost attribution caused by the App Tracking Transparency Framework (ATT)?

Accumulated Data Measurement
Aggregated Measurement
Combined Measurement
Aggregated Evaluation

Which of the following can’t you do in the custom metrics window?

Add a new funding source
Change Column Order
Add Metrics
Delete Metrics

To use the partner-provided Campaign Manager 360 (CM360) to measure results, you need to:

Create a bespoke report in ads manager analytics
Place the CM360 impression tracking URL on your website
Place the CM360 impression tracking URL into the campaign form in Ads Manager
Attach the CM360 tool to your Google Analytics account

How do you apply particular metrics in Twitter Ad Manager that aren’t the standard default options?

Choose the metrics that are important to you in Metrics > Customize Metrics
Plug in a 3rd party metrics tool
Create a bespoke report in Analytics
Adjust the algorithm to include all metric fields

Twitter Pixel is made up of which two parts?

Base Code and Event Code
Universal Code and Single Code
Single Event Tag and Multi-page Tag
Universal Tag and Purchase Tag

Which of these metrics can’t you track in your Ads Manager dashboard?

Results (i.e. link clicks)
Total Spend
Engagement Rate
Hashtag Performance

Where will you find the Twitter Pixel in your Twitter Ads Manager?

Analytics > Account Home
Campaigns > Ads Manager
Tools > Event Manager
Tools > Audiences

Which of these is a method of measuring the results of website traffic campaigns?

Twitter Pixel
Events Manager Reports
Google Analytics
KPI Manager

Which metrics section allows you to add Tweet ID and Tweet media type as custom columns for easy filtering and sorting?

Breakdown by creative
Breakdown by placement
Activity history
Breakdown by device

Suppose a user views three adverts on three different platforms before taking action on your website. How many platforms can claim the conversion?

What type of attribution window would credit Twitter with conversions after a person retweets or replies to your ad?

Post-view attribution window
Post-engagement attribution window

Website Traffic campaigns give you access to all Twitter social and demographic targeting. True or False?

False
True

Which attribution model grants all platforms a portion of the credit?

First Touch
Linear Touch
Last Touch

What is Site Visits Optimization?

A model dedicated to finding and serving ads to audiences most likely to visit your website at a lower cost.
A reporting model which aggregates data on site visits.
A model which allows you to analyse campaigns side-by-side
A post-campaign analysis model which reports on ROI

How do you know if your Twitter Pixel is implemented correctly?

The Site Visits Event in Events Manager will show as Active
The Site Visits Event in Events Manager will show as No Recent Activity
The landing page views in Events Manager will show as Active
The Twitter Pixel in Events Manager will display a blue tick next to it

What is the definition of click-through attribution?

When a user views your ad and takes action later
Every time a user sees your ad
When a user clicks on your ad and takes action later
When a user visits multiple platforms and then takes action

Which one of these is not a dependency of site visit optimization?

A site visit conversion event type
Installation of the Twitter Pixel
A video-based creative
Less than 256 active ad groups

Results for Aggregated Measurement for performance campaigns can vary, but what percentage increase in attributable page view conversions was seen when reporting in this way?

Which of the following is not one of the available parameters you can use for your events?

Description
Device
Value
Currency

Why is it important to understand which campaigns drove a user to take action on your website?

To understand the success of your campaigns and prove your advertising spend.
To work out how much you need to pay
To check if you’ve made any mistakes

Site Visits Optimization works behind the scenes to reach qualified audiences to drive traffic to your website. True or False?

True
False

Which part of the marketing funnel do the objectives of a website traffic campaign sit?

Conversion
Consideration
Awareness

To measure the ROI of your campaigns and understand how much a user has spent on your website, which event type should you use?

Purchase
Sign-Up
Downloads
Site-Visits

How is Site Visits Optimization billed?

CPL (Cost per lead) model
CPC (Cost per click) model
CPA (Cost per acquisition) model
CPM (Cost per mille) model

How do you work out the cost per site visit with site visits optimization?

Site Visits/Total Spend
Total Impressions/Site Visits
Site Visits/Total Impression
Total Spend/Site Visits

What is this called when you win an auction, and your ad is served to a person on Twitter?

Auction Win
Click through
Purchase
Impression

How has the App Tracking Transparency Framework (ATT), introduced by Apple in 2020, affected advertisers?

It has allowed advertisers to track more data about the user
It has meant that a user’s Identifier for Advertisers (IDFA) is completely blocked so there is no tracking available
It has meant permission for tracking has to be sought, so it has led to a significant decrease in the number of identifiable users.

Which ad group goal means that your ad is shown to people who are most likely to visit your website?

Link Clicks
Page Views
Conversions

Which of these tips is recommended for successful creatives?

Create just one tweet and reuse it
Include a range of call to actions
Include rich, engaging media
Do not ask questions in your creative

Where in the Ads Manager dashboard can you select the conversion event types you want to view?

Metrics > Customize Metrics
Metrics > Website Traffic
Metrics > Website Conversions

Which bid strategy type allows you to choose exactly how much you are willing to pay for a link click?

Automatic Bid
Maximum Bid
Target Bid

Video is a highly impactful ad type. Which of these tips is not one of our tips for video creatives?

Include visual cues (logo, captions etc.) to aid brand recall
Keep them short and simple
Aim for a longer video format of 1-2 minutes
Include your product, showcase the brand and show human interaction

What does the tip, the three R’s, stand for when creating strong, eye-catching creatives?

Reputation, Reliability, Results
Reputation, Relevance, Results
Resonance, Relevance, Recency
Resonance, Results, Reputation

Which of the following combinations of targetting options would be considered the optimum for impressions?

Devices, Language, Gender and location
Devices and Language
Devices, Language and Gender
Devices

What type of bid is the recommended best practice for most campaigns?

Automatic Bid
Maximum Bid
Target Bid

What are custom metrics?

An algorithm used to automatically tailor and target audiences.
A way to monitor data that is relevant to your campaign objectives.
A report showing all results, cost per result, and result rate - by objective.
A set of default metrics based on common campaign objectives.

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

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

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 app is opened, triggering the MMP SDK.
The MMP server registers the app open and looks for a match based on the last click registered.

What is Marketing Mix Modelling (MMM)?

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

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

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

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.

What does the ABC of best practices describe?

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

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

Account settings
Twitter Ads Manager
Business insights dashboard
Creator studio

How is an ad’s quality score determined?

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.
It is based on previous campaign data, to estimate potential success.
Tweets that have been running for longer are considered higher quality.

What does MACT stand for?

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

What should appear on ad app buttons?

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

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

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

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

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

When would click-through attribution credit be given?

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

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

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

What are mobile tailored audiences?

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.
A target audience of existing users of the app, manually created according to campaign objectives.
A feature to target new mobile users based on device and use of Twitter app.

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

Breakdown by device
Breakdown by creative
Activity history
Audience details

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.

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

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

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

Image ad
Collage ad
Carousel ad
Narrative ad

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.

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

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

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

Play
Buy now
Learn more
Go to app store

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

Breakdown by creative
Breakdown by device
Breakdown by placement
Activity history

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

$4 CPM
$8 CPM
$10 CPM
$5 CPM

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

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

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

Last touch
First touch
Position-based
Multi-touch

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.
User behaviours are less predictable at the start of a campaign.
Some features of the Twitter conversion reporting UI are not active during the first 48 hours of any campaign.

What does App Activity Combination enable you to do?

Combine and analyze user behavior data from multiple campaigns.
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.

What is “attribution” in performance advertising?

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 system in which you assign credit to different advertising partners and platforms for driving conversion.
A legal requirement to credit authors and artists of content used in your campaign.

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

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

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

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.
The total number of new users gained during the campaign and average user spend rate
User spend rate and campaign duration

How are you charged when applying an app clicks goal?

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

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”?

Attribution window
Conversion journey
Campaign parameters
Attribution timeline

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.

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

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

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

Polls
Automated targeting
Twitter amplify
Product drops

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.
Be running at least 20 ad groups at a time.
Choose a MACT partner and set up your app to track installs and events according to their support documentation.

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

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

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

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

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

Partner apps via TAP
Tweet replies
Profile pages
Home timeline

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

Profile pages
Relevant search pages
Home timeline
Partner apps via TAP

What is an app install ad?

An ad format that allows you to deliver the most relevant product to the right customer at the right time.
A promoted ad that allows you to reach the audiences most likely to download your app.
A promoted ad that allows you to enhance your app with premium video content from the most relevant publishers..
An ad format designed to increase visibility and can be used to promote an app to a targeted audience to build awareness and attract new followers.

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

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

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

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

Media studio
Twitter pixel helper
Quick promote
Mobile measurement partner

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

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

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

Placements
Ad Group details
Creatives
Campaign details

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?

$150
$100
$15
$10

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

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

What are the two types of Twitter Website Tags? (select two)

Universal Website Tag
Mobile App Promotion Tags
Single Website (Event) Tag
Optimized Website Tags

In Twitter Ads Manager’s performance dashboard, what are the values listed in the results columns tied to?

Conversion tracking for websites allows you to track
How much money you’ve spent on your campaign
Your campaign flight duration
Your campaign objective

When you log into Twitter Ads Manager, what is the default view?

Your Twitter timeline
The performance dashboard
The latest Tweets dashboard
The campaign creator

Once you’ve set up a website tag, reporting for website conversion tracking is available in the _____________ within Twitter Ads Manager.

Campaigns tab
Media library
Website tracker tab
Tweet composer

For App Re-engagement campaigns, we recommend targeting:

Only users with an Android device
Only a select group of users
As broadly as possible at first
Only users with an iOS device

What are Twitter’s current performance advertising solutions? (select all that apply)

App Re-engagement Campaigns
App Install Campaigns
Website Click Campaigns
Awareness Campaigns

When verifying a website tag in Twitter Ads Manager, what are the three possible statuses you might encounter? (select all that apply)

Unverified
Tracking
Verified
Dormant

Setting up mobile app conversion tracking with one of our partners allows you to: (select all that apply)

Measure and compare the impact of your spending across all your marketing channels.
Collect location data and other identifying information from your audience.
Identify each step of your funnel and drive re-engagement through targeted re-marketing campaigns.
See deeper insights and trends around lifetime value and performance metrics.

What are the three bidding options available when creating a Website Clicks campaign in Ads Manager? (select three)

Optimized action bidding
Automatic bid
Maximum bid
Target Cost

_________ are clickable images or videos that drive users directly to your website.

Website Click Ads
App Install Ads
Twitter Video Ads
Twitter Image Ads

What is Marketing Mix Modeling?

A statistical analysis on sales and advertising spend data
An overview of time dedicated to advertisement
A cross-platform ad creative tool
A way to track how many ad formats you’re using regularly on Twitter

What are the two options for verifying your website tag? (select two)

Pixel helper extension
Twitter verification assistant
Browser verification
Twitter verification tracker

The allowable period between when someone viewed or clicked your ad and took action is called the:

View-Click-View-Buy Window
Attribution Window
User Action Window
Download Period

What allows you to measure site visits without using cookies?

Twitter Tracking Pixel
Twitter Click ID
Website tags
Conversion optimization

What does AMM stand for?

Advanced Mobile Measurement
App Media Manager
Advanced Maintenance Metrics
App Measurement Management

For apps to collate, organize, and standardize their data and deliver uniform metrics, you must integrate with a ________________.

MACT Partner
Google Analytics Account
Performance advertisers need to be able to prove their campaign drives results
iOS Tracking Pixel

There are two main ways performance advertisers measure on Twitter: (select two)

Server-to-server integration with DCM
Twitter website tag
Mobile IEM
Twitter Website Tag

Since 2012, the amount of time spent browsing the internet on a mobile device has increased by over

5000%
It has declined, not increased
200%
50%

True or False. With Website Clicks campaigns, you have access to all Twitter social and demographic targeting.

True
False

For Website clicks campaigns, better performance is seen when the __________ is used for targeting.

Mobile Audience Manager
Website Activity Custom Audience
Audience Creator Tool
Custom Tailored Audience

What percentage of people access Twitter via mobile?

________ collect, organize, and standardize app data to deliver a uniform assessment of campaign performance metrics.

The Metrics Institute (TMI)
Most Accurate Proivders (MAP)
Mindshare Analysts (MA)
Mobile Measurement Providers (MMP)

What are the website actions you can track using conversion tracking?

Bounce rate, site visits, and sign ups
Site visits, purchases, downloads, sign ups, and custom actions
Website clicks, purchases, bounce rate, and custom actions
App installs, video views, downloads, and search results

Using a ___________ enables you to track user conversions and tie them back to ad campaigns on Twitter.

Google Analytics Code Snippet
Cookie-enabled website
Conversion Tag
Twitter Tracking Pixel

What are the two things you must do before creating an App Installs campaign? (select two)

You need to set up your MACT Partner
Your app must have at least a 4.0 rating on the app store
You need to set up your iOS Tracking Pixel
You need to set up your SKAd Network connection

What bidding strategy do Website Clicks campaigns use?

CPAC – Cost Per App Click
ROAS – Return on Ad Spend
CPC – Cost Per Click
LTV – Lifetime Value

Where would you see an option to break out conversions by conversion event name?

In the Campaigns tab in Ads Manager
At the bottom of the Ads Manager dashboard
When creating a downloadable .csv report in Ads Manager
In the Campaign Details section of the Campaign Creator

Performance advertisers care about:

Driving increased video views and click-through rates.
Building awareness for a new product or service.
Driving performance at scale and being able to measure the results.
Increasing their following on Twitter.

What should you do if your conversion events aren’t showing as tracking?

Make sure you’ve correctly set up your mobile conversion tracking events in your MACT partner dashboard
Wait 3-5 days for the conversion events to finish syncing
Contact Twitter customer service
Nothing. Conversion events should not show as tracking

Most advertisers give click-through attribution credit; only some of them give:

Adjacency reporting
View-through attribution credit
Cost Per App Click analysis
Time-of-day attribution credit

_________ is critical to performance-focused advertisers because they need to prove their advertising drives results.

Measurement
In-App Purchases
Cost Per App Click
Platform Adjacency

App Re-engagement campaigns help you: (select all that apply)

Increase usage
Sell in-app purchases
Drive loyalty
Get ahead of the app deletion phenomenon

What is an App Install Ad?

a new kind of video ad from Twitter
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
an ad that displays across the iOS and Google Play stores

On average, how many people abandon an app after just one session?

1 in 50
1 in 5
1 in 20
1 in 10

When __________ bidding is selected, your campaign will auto-optimize your bids to achieve a daily average cost per link click that meets or beats your target.

Maximum bid
Automatic bid
Target cost
Optimal bid

True or False. With App Install Ads, you have access to all Twitter social targeting and demographic targeting to find the right audience for your campaign.

True
False

What percentage of people on Twitter have made a mobile purchase within the last month?

_______________ refers to when someone on Twitter sees your Promoted Tweet and does not engage with it, but later visits your website and converts.

Post-engagement attribution
Download attribution
Post-view attribution
Website click attribution

Where can people see your performance ad campaigns on Twitter? (select all that apply)

on their home timeline
on partner apps via TAP
at the top of relevant search pages
at the top of their DMs

Where can you locate the DCM server to server solution?

Within Tools, under Ads editor
In the Campaign Form, at the Ad Group level
In the Campaign Editor, under DCM Options
Within Analytics, under Tweet Activity

Match the following attribution types to their correct definition.

Last Touch Attribution (1)
Multi-Touch Attribution (2)
First Touch Attribution (3)
The first platform that impacts the user gets 100% of the credit (3)
All platforms that impacted the user get a portion of the credit (2)
The last platform that impacts the user before they convert gets 100% of the credit (1)

True or False. Although a Twitter tag is a Twitter solution, it utilizes partner-provided cookie tracking.

True
False

App Re-engagement campaigns target your ________ to drive even more conversions and loyalty.

Previous users
Existing users
Newsletter subscribers
Potential users

Twitter has a direct integration with which partner-provided measurement tool?

DoubleClick Campaign Manager (DCM)
Sizmek
Adobe Analytics
Google Analytics

_________ lets you run your ads across Managed Publisher MoPub inventory for premium apps.

Twitter iOS Gallery
Twitter Managed App Inventory
Twitter Audience Platform
Twitter App Platform

___________ allow you to further define your App Activity Custom Audience based on the frequency and recency of user actions.

Twitter Custom Audiences
App Activity Combinations
Promoted Video Ads
Twitter Measurement Reports

When launching a new campaign, what is the period of time during which our systems try to find the best users for your ads? It typically lasts 3-5 days.

The Learning Period
User Acquisition Window
Attribution Window
There is no name for this period

_________ are created automatically when you link your app events with Twitter through your mobile measurement provider.

App Install ads
Mobile tailored audiences
Custom metrics in Ads Manager
Twitter website tags

_______________ is a single code snippet placed across your entire website to track multiple site actions or conversions.

A single snippet website tag
Multiple site actions tag
A universal website tag
A multiple site actions tag

What are the two ways you can buy an App Installs campaign on Twitter? (select two)

Cost per Download (CPD)
Cost per App Click (CPAC)
Optimized Action Bidding (OAB)
Return on Ad Spend (ROAS)

Why is measurement such a critical component of performance advertising?

Performance advertisers rely on measurement to determine their KPIs
Performance advertisers need to be able to prove their campaign drives results
Measurement is not a critical component of performance advertising
Performance advertisers tend to be more interested in data

When an advertiser has different measurement sources, each with slightly different definitions for attributing actions to advertising, the result can be:

Lower reach
Measurement adjacencies
Higher reach
Measurement discrepancies

App measurement is typically done via:

A pixel within the app itself
ClickID
A viewability measurement service
A tracking software development kit (SDK)

A _______________ is created when the Twitter website tag has collected over 100 IDs of visitors from Twitter users.

Twitter Click ID
Twitter Website Tag
Custom Tailored Audience
Website Activity Audience

Conversion tracking for websites allows you to track:

the actions someone takes after viewing or engaging with your ads on Twitter
how long someone spent looking at your ad before taking action
detailed information about someone’s location
the amount of time someone spent searching for something on your website

Creating several conversion events of the same conversion type can lead to:

duplicated data in your Twitter Ads dashboard
exhausting your daily budget maximum
decreased overall spend
increased engagement with your Promoted Ads

Which ad formats can be used in Twitter’s performance ad campaigns? (select all that apply)

Text Ads
Image Ads
Carousel Ads
Video Ads

When setting up your Website Clicks campaign in Ads Manager, which Ad Group goal is recommended?

Video views
Link clicks
Website conversions
App installs

What is a post-engagement attribution window?

A time window for crediting Twitter with conversions that happen after someone views your ads
A time window for determining whether or not the user is likely to uninstall your app
A time window for crediting Twitter with conversions that happen after a certain time of day
A time window for crediting Twitter with conversions that happen after someone engages with your ads

What are the two types of attribution windows you can set for your campaign? (select two)

Post-engagment
Post-login
Post-view
Post-acquisition

Performance advertising on Twitter refers to digital ads that ask someone to:

Vote for a specific candidate or support a political cause
Change an attitude, like Cheer up
Start a live concert or musical performance
Complete a specific call to action, like Buy Now or Install

To set up a Mobile App Promotion campaign, you will need to:

Enable the Twitter Pixel within your app
Have a five-star rating on the iOS App Store
Add your application to your Twitter Ads account
Have at least 500 active users on your app

The Twitter Ads system completes conversion attribution on your conversions based on:

A standard attribution window timeframe
How much you spend per app click
How long it takes for you to get your first download
The attribution window you set

Twitter’s App Re-engagement ads focus on:

new user acquisitions
reaching your existing users to help drive loyalty and engagement
driving awareness through video-based content
sending promotional messages via DMs

Which of the following statements are accurate descriptions of Timeline Takeover?

Timeline Takeover is an exclusive, single-day, “mass awareness” ad package of Twitter’s most valuable impressions.
You can achieve massive reach to our receptive audience over a 24-hour period using immersive, autoplay videos at the top of the timeline.
Using Timeline Takeover, you can maximize your brand exposure on a single day, such as a launch day.
Timeline Takeover allows you to own a single hashtag

In a Video Ad with App Button, what can people see at the bottom of the video ad? Select all that apply.

App detail
App rating
App interface
Blue app install button

Which of the following statements about 15s view are correct? (Select all that apply)

Brands pay for impressions/video starts in 15s view.
Campaigns with very narrow targeting/low-frequency caps will struggle to successfully serve using 15s view.
Short-form creative (less than 15s) is not recommended for 15s view under Pre-roll Views at this time.
LiveCut Clips

Why should you advertise with videos on Twitter? Choose all that apply.

Video ads on Twitter have the ability to lift key brand metrics.
Video ads on Twitter can lift purchase intent.
Video ads are universally more effective than other ad formats.
Video ads on Twitter can lift brand favorability

What are the three key services provided by Twitter ArtHouse? (Choose all that apply)

#Editing&Optimization
#BlueBrush
Influencer campaigns
Out of home activations

When should you use Carousel Ads? (Select all that apply)

You want to showcase multiple features or products
You want to promote multiple offers
You want to illustrate various benefits of an app, product, or service
You want to telling a multi-faceted story

You are an interior design company and you want to illustrate several facets of your service to your potential clients, which Twitter ad formats should you choose?

Quick Promote
Amplify Pre-roll
Carousel Ads
App Installs Ads

Which of the following terms represents the cost of each individual view that an ad receives?

CPM.
CPV
CPCV
Viewability

In the creative case study provided in this course, how did @CheesyVelveeta build positive brand associations with Twitter’s Video Ads?

@CheesyVelveeta showcased a positive human interaction associated with Velveeta Shells & Cheese.
@CheesyVelveeta applied prominent text overlays to promote their brand’s story.
@CheesyVelveeta ran a groundbreaking “Blank” video campaign
@CheesyVelveeta created a global contest

True or false. You can go live on Twitter on your Twitter app.

True
False

Which ad format matches and runs your video ad before premium video content from over 200 brand-safe publishers?

Amplify Pre-roll
Carousel Ads
Video Ads
Twitter Takeover

You produced a video ad with creative sound effects and voiceovers, how do you adapt it to Twitter’s feed environment? (Select all that apply)

Create word (sound effect) overlays or subtitles and encourage users to turn on their sounds.
Put the video ad on Twitter as it is and hope that the audience will turn the sound on.
Add “Turn your sound on” in the video.
Reach out to a Twitter representative and ask the platform make an exception for your video ad.

What demographic metrics can you adjust when setting up a campaign? (Select all that apply)

Gender
Age
Location
Language

Which of the following statements about live broadcasting are correct? (Select all that apply)

Publishers can live-stream content on Twitter with external encoding hardware or software—a requirement for professional content creators.
Amplify Publisher Partners can monetize live broadcasts to drive revenue from a live stream.
Producer gives publishers a self-serve way to launch a professionally-produced live stream on Twitter.
Twitter Live Event is unavailable during a live broadcast

Which of the following features are incorporated in Twitter’s Live Broadcast?

Hearts
Reminder Cards
Video Carousel
Conversation

You are a global fashion brand and you want to launch a virtual live fashion show to promote your eco-conscious fashion products. You want to draw a large audience and include promotions before and after the live campaign. Which Twitter Live platform should you choose?

Live Event
Live Broadcast
Go Live on Twitter app

Which of the following statements on Tweet Copy best practices are correct? (Select all that apply)

Keep Tweet copy as focused as possible
Connect copy and content
More hashtags = more success
Keep it brief

In the creative case study provided in this course, how did @SpecialK leverage Twitter’s Video Ads and Tweet Copies to promote their brand? (Select all that apply)

@SpecialK provided a short Tweet Copy that conveys a clear and focused message.
@SpecialK featured strong connections between the Video Ads and the the Tweet Copy.
@SpecialK used hashtags to drive higher favorability and message association.
@SpecialK used paragraph breaks and tweet threads to create a unique message.

Which Twitter ad format can help brands reach new audiences and drive people to their website or app through multiple images or videos?

Engagement Campaigns
Video Ads with App Buttons
Video Ads with “Expand” Buttons
Carousel Ads

In the case study provided in this course, how did @GonnaNeedMilk connect with sports fans and reposition milk as an ideal recovery drink for athletes on Twitter? (Select all that apply)

@GonnaNeedMilk kicked off its campaign during the NBA Playoffs by appearing prominently as a headline on the Explore tab through a Trend Takeover.
@GonnaNeedMilk ran contextually aligned content as pre-roll before the NBA’s Playoff coverage on the official NBA Twitter handle.
Throughout the Playoffs, @GonnaNeedMilk continued to expand their sports drink messaging with Promoted Tweets, or Tweets that were targeted to sports fans on Twitter.
Throughout the Playoffs, @GonnaNeedMilk continued to expand their sports drink messaging with Promoted Tweets, or Tweets that were targeted to sports fans on Twitter.

Which of the following statements about Twitter Amplify are correct? (Select all that apply)

Twitter Amplify helps brands build association with events, expertise, and topics that publishers deliver to audiences.
Twitter Amplify extends the reach of the brand message & publisher content.
Twitter Amplify pairs the brand with the premium publisher content of their choosing.
Twitter Amplify provides brands with Ads within Direct Messages

Which campaign goal is recommended for Video Views campaign?

3s/100% video views
Video views
15s video views
Followers campaign

Which of the following statements about hashtags are correct? (Select all that apply)

You can expect your brand slogan to translate to a hashtag.
You should reward users for interacting with your hashtag.
You should research how the hashtag is being used already.
Always use ALL CAPS in your hashtag.

Which of the following components are required in a Trend Takeover campaign? (Select all that apply)

Trend Description in multiple languages
Trend Takeover Hashtag
Promoted Ads
Branded Emoji

What types of Twitter publisher content can you run your Amplify Sponsorship ads with?

Quick Promote
Video clips
Live videos
Sponsored moments

Which of the following statements about going live on Twitter app are correct? (Select all that apply)

Going live on Twitter App is limited to the capabilities of the mobile phone and internet connection.
More experienced Publishers/Advertisers who larger campaigns should use Media Studio instead.
Your Live Video will apear in a Tweet in your followers’ timeline and in your profile.
Only verified creators can go live using Twitter app.

In the case study provided in this course, how did CVS Health partner with WebMD to promote health-consciousness on Twitter? (Select all that apply)

CVS created a Timeline Takeover campaign to spread mass awareness of their partnership with WebMD.
CVS used the website Cards and Sponsored Moments to help extend the stories of the content it sponsored
WebMD created a year-long content strategy that hits on different themes depending on the time of year that allow CVS to align with through Twitter Amplify.
CVS targeted previous health and wellness content viewers with Website Cards to inspire a click to CVS.com.

When should you choose “run of publishers” in an Amplify Pre-roll campaign? (Select all that apply)

You want to build contextual alignment with publisher content
You want to promote always-on mass-reach inventory
You need to boost brand awareness and scale
You want to promote during top events/occasions

How can influencers help your campaign align with what’s happening in our culture? (Select all that apply)

You can partner with influencer(s) to create bespoke content on your behalf.
You can pair your brand 1:1 with Creator content through our Individual Creator Programs.
You can run your brand pre-roll at scale on brand-safe, premium content from diverse Digital Creators.
You can use influencers in new markets where they are not known.

When should you use Twitter #BlueBrush services? (Select all that apply)

When you want to launch a new brand message
When you want to connect copy and content
When you want to establish relationships with influencers
When you want to align with a sponsorship with contextually relevant pre-roll

Which of the following bid units prioritizes long-form engaged video views.

2s/50%
3s/100%
6s/50%
15s video view

You are a film production company and you want to maximize the impact of your Twitter ad campaign on your new action movie launch. You also want to create mass awareness and shift users’ sentiments. What should you do to achieve that?

The autoplay GIF or video appears at the top of the Explore tab, with the advertiser’s #hashtag, trend description, and “Promoted by Brand” copy
The trend moves down to the Trends section (without the GIF).
An advertiser’s pinned Tweet at the top and a timeline of other Tweets that contain the hashtag is populated.
The autoplay GIF or video appears as a Tweet on the viewer’s timeline.

When should you use Timeline Takeover? (Select all that apply)

When you want to seek a wide reach to engaged audiences.
When you want to launch a campaign that call for immersive storytelling through videos.
When you want to garner attention to your ads.
When you require very specific targeting

Which of the following tips on influencer campaigns are correct? (Select all that apply)

Tell and influencer exactly what to say and do.
Provide influencers with the creative runway at the onset of the brief to ensure the campaign will hit the right tone.
Work with influencers to create Tweet copy that leverages their signature voice and doesn’t come across as overly commercial.
Balance branding with overall creative messaging to draw a clear connection to your brand.

Which feature allows you to choose a category that describes your brand when you set up Pre-roll campaigns?

Conversation topics
Follower look-alike
Goal
Brand vertical

Which of the following ad formats are supported by Timeline Takeover? (Select all that apply)

Image Ads
Video Ads
Twitter Live
Amplify Pre-roll

Which one is NOT one of Amplify Pre-roll Publisher Criteria

Verified account in good standing
Video content must be of premium production quality
Publish brand-safe content according to the Safe for Ads content guidelines
Publishers agree to only create content for Twitter

You want align your video ad content from a specific publisher to connect with your consumers’ passion points. Which Twitter ad format should you choose?

Amplify Pre-roll
Amplify Sponsorship
Trend takeover
Timeline Takeover

Which of the following options contain all the targeting features can you set up in on Twitter’s ad manager?

Keywords
Follower look-alikes, Movies and TV shows, Conversation topics, Keywords
Keywords, Follower look-alikes
Events, TV shows

Which campaign goal is recommended for a Pre-roll campaign?

View Completes Goal
50/50% Views
6s Views
Pre-roll Views

Which Amplify buying option allows advertisers to verify that their ads are reaching a specific demographic via Nielsen?

Demo Guarantee
Fixed Rate
Biddable
Auto-bid

Which of the following statements about Trend Takeover companion Tweets are correct? (Select all that apply)

The Trend Takeover companion Tweets support Video Ads with Website Buttons.
The Trend Takeover companion Tweets support Video Ads with App Buttons.
Companion Tweets appear in the Home timeline and hashtag search results page throughout the day.
The Trend Takeover companion Tweet is not available at this time.

Which of the following tips about mixing ad formats are correct? (Select all that apply)

Start with the ad format that casts the widest “attention net” - Timeline Takeover.
Diversify the mix of ad formats to extend the impact of your budget.
Use different assets for different ad formats, a single asset seen among a mix of formats can decrease brand favorability.
Leverage the individual strengths of Amplify and Promoted Video to move consumers through the funnel.

Which ArtHouse service should you use if you want to optimize existing brand assets with a focus on Twitter-specific best practices, consumer insights, attention theory, and design principles?

Amplify Campaign
Influencer campaigns
#Editing&Optimization
Out of Home Retrofit

When should you use Video Ads with Website Buttons? (Select all that apply)

You want to extend brand engagement and continue the conversation
You want to optimize and pay for your primary goal
You want to captivate your audience
You want to pay for multiple campaign goals

In the creative case study provided in this course, how did @HeinzTweets leverage Twitter’s Video Ads to promote their no sugar added ketchup?

@HeinzTweets used a text-only video to promote their brand’s story.
@HeinzTweets applied dominant colors that are consistent within the video and aligned with their branding to captivate viewers’ attention and reenforce brand identity.
@HeinzTweets showcased a positive human interaction associated with their no sugar added ketchup
@HeinzTweets ran a global contest

What is on the bottom left of an Ampify Pre-roll video?

Your handle’s logo
A time countdown
A publisher thumbnail
Twitter’s logo

Which one of the following features is in Twitter’s Live Events but not Twitter’s Live Broadcasts?

Video Carousel
Conversation
Virtual live stream testing and support from Publisher Help team
Broadcast Scheduling, LiveCut, Analytics.

Which of the following bid units maximizes video views and lowers the cost per view?

15s video view
15s/50%
3s/50%
2s/50%

Which measurement study investigates the brand lift between those who have seen your ad and those who have not to help you understand if your campaign is driving mass awareness?

Marketing Mix Modeling
Incremental Reach Measurement
Viewability Reporting
Brand Surveys

Which of the following statements about Curated Category are correct?

Curated Categories allow advertisers to align with niche topics to ensure a deeper level of contextual alignment.
Advertisers can stop their ads from appearing alongside content from up to 5 specific handles per Curated Category.
Advertisers can NOT stop their ads from appearing alongside content from any specific handles per Curated Category.
Twitter’s Curated Categories include football, basketball, baseball, women’s lifestyle, men’s lifestyle, etc.

Which of the following best practices can apply to Trend Takeover/Trend Takeover+ campaigns? (Select all that apply)

Use videos that are 5-6 seconds long to ensure a continuous clean loop.
Allow sufficient buffer time for viewers to see your logo or CTA before it replays.
Embrace flashing and plenty of text overlays.
Focus your copy and creative on a single topic, and make it declarative and intriguing.

Where should you position your brand logo to get the most attention in your video ads?

Upper right corner of the frame
Upper or center of the frame
Lower left corner of the frame
Positioning has no impact on attention

Which of the following metrics are available for Trend Takeover/Trend Takeover+ campains? (Select all that apply)

Direct Message Views
Trend Impressions
Mentions
Tweets Displayed

How can you add creatives to your Carousel ads?

In the Add Media window, select up to 280 existing assets in the media library.
In the Ad Media window, select one one existing asset at a time and click add media. You can repeat this action up to six times.
Upload 280 new video assets
In the Add Media window, select up to six existing assets in the media library or to upload new assets.

Why do creatives matter for Twitter Video Ads?

Creative best practices can lift brand favorability.
Creative is a significant factor when it comes to driving sales.
Creative best practices can lift purchase intent for Twitter.
Good creatives drive no significant impact on campaign success

What is the maximum frequency that each logged-in user can see your Timeline Takeover ad per day?

2x per day
3x per day
4x per day
5x per day

Which of the following statements about Amplify Sponsorships are correct? (Select all that apply)

Amplify Sponsorships allow you to select multiple content categories of the video ads.
Amplify Sponsorships run pre-roll ads alongside any of the available standard or curated content categories.
Amplify Sponsorships enable your brand to connect with a specific event or tentpole moment.
Amplify Sponsorships support one-to-one alignment with a leading video publisher.

Which of the following terms represent cost per 1000 impressions?

CPV
CPCV
CPM
Completion rate

What ad goals can you select for website traffic campaigns? (Select all that apply)

Website Visits
Link clicks
App Installs
Conversations

You are a clothing brand and you want to use Twitter’s Video Ad offerings to direct your audience to your landing page, which ad format should you choose?

Video Ads with Website Buttons
Video Ads
Video Ads with Polls
Video Ads with Conversation Buttons

How might creatives drive emotional reactions from the viewer in your video ads?

Clear logo placement
Grabbing attention with your logo
Highlighting brand presence
Incorporating a positive human interaction

Which of the following best practices can apply to Timeline Takeover campaigns? (Select all that apply)

Keep messaging concise and consistent in your creatives and copy.
Have a sound-off strategy, use subtitles or text overlays.
Align your creative to the right moment.
Incorporate 7-10 hashtags to drive conversation and gain attention

According to Twitter’s visual guideline, what should you put at the top left corner of an Amplify Video Ad?

Your brand logo
It’s a dead zone, logo will appear automatically here
4-5 hashtags
It’s a dead zone, it shows the video play time left

Which ad formats can you apply before a Live Event to “tease”? (Select all that apply)

Promoted Video
Event Reminder
Branded Emoji
LiveCut Clips

What will happen when someone clicks on the website link in Video Ads with Website Buttons?

The video continues to play while the website loads below.
The video stops and the website loads below.
The website loads and takes over the entire screen.
The website loads after the viewer completes the video.

Which ad format offers the most premium, mass-reach placements that drive results across the funnel?

Amplify Sponsorship
Twitter Takeover
Twitter Live
Carousel Ads

What are some of the occassions to go live on Twitter? (Select all that apply)

Music festival
Product launch
Fashion shows
Private company meetings

What is the lead time for a #BlueBrush project?

1-2 weeks
3-5 weeks
4-6 weeks
5-8 weeks

Who do Twitter Rules apply to?

Advertisers only
Publishers only
Everyone
Creators only

What is the maximum number of publisher handles you can exclude for each standard category selected?

You are a sports drink brand that wants to align your video ads with a single, premium sports publisher during the Superbowl. Which ad format should you choose?

Timeline Takeover
Trend Takeover
Amplify Pre-roll
Amplify Sponsorship

With a limited budget, your organization wants to host a small live virtual concert to fundraise for charity. Which Twitter Live platform should you choose?

Live Event
Live Broadcast
Go Live on Twitter app

What paperwork do you need for an influencer campaign on Twitter?

IO, T&Cs, & SOW
SOPs
SOW
T&Cs

What is viewer’s third impression of Trend Takeover+?

The autoplay GIF or video appears at the top of the Explore tab, with the advertiser’s #hashtag, trend description, and “Promoted by Brand” copy
The trend moves down to the Trends section (without the GIF).
An advertiser’s pinned Tweet at the top and a timeline of other Tweets that contain the hashtag is populated.
The autoplay GIF or video appears as a Tweet on the viewer’s timeline.

Which metric indicates when your video is watched in 50% view for 2 seconds or more, or when someone clicks to expand/unmute your video?

A 6s/50% pre-roll/video view
A 3s/100% pre-roll/video view
A pre-roll view or a video view
A 15s pre-roll/video

What is the maximum number of characters you can include in your Trend Hashtag?

20 characters
30 characters
40 characters
50 characters

Which ad format allows you to drive interested viewers to your landing site through Video Ads?

Carousel Ads
Video Ads with App Buttons
Amplify Sponsorship
Video Ads with Website Buttons

Which kind of campaign can drive brand loyalty and in-app conversions from your existing customers?

Video Views campaign
Engagement campaign
App Reengagement campaign
Followers campaign

Video ads on Twitter feel more relevant and less intrusive because:

They display only in a creator’s profile page.
They display within the timeline as normal Tweets (although marked as Promoted).
They display within the timeline as normal Tweets and are not marked as Promoted.
They only display in the timeline if they are forwarded or liked by someone you follow.

Which type of In-Stream Video Ad would you choose for your sponsorship campaign if you wanted to connect with the audience of an awards show happening right now?

Pre-roll before live video
Promoted Trend
Sponsored Moments
Pre-roll ads on highlight clips

True or False: You create a First View campaign by starting with the campaign objective.

False
True

What is the best tool for driving sales that is directly within your control?

Brand recognition
Ads longer than 6 seconds
Good creative
Twitter copy

What are the three key factors to maximizing the effectiveness of your video ads on Twitter?

Branding, video length, strong visuals
Use of influencers, spelling and grammar, video quality
Use of large logos, including animals, exporting at a high frame rate
Use of captions, audio volume, color accuracy

In-Stream Video Sponsorships can be most effective for brands who: (Select three.)

Want to target a competitor’s TV sponsorship
Want to drive traffic or sign-ups on a website
Don’t do or can’t afford traditional TV sponsorships
Already sponsor TV programming

Why should you work with an influencer?

Influencers cost less than hiring a professional actor.
An influencer’s authentic voice may help make your brand more relevant.
Influencers can often create content faster than brands can.
Influencers only get paid when you sell a product on Twitter.

If your company wants to promote new running shoes with famous athletes, they should choose:

Team #Optimization
Team #BlueBrush
Team #Influencers
Team #Live Brand Studio

Match the best practices for good creative to the statements.

Make an impact early (1)
Keep it short and simple (2)
Put your brand front and center (3)
Videos with a concise message within the first 3 seconds also have 13% higher brand recall and overall view time. (1)
The sweet spot for a video ad is about 6 seconds. (2)
Include your branding prominently throughout your creative. (3)

Which Live Brand Studio product offers live, real-time analytics in Media Studio?

Event Page
Broadcast
Neither Broadcast nor Event Page
Both Broadcast and Event Page

Clear logo placement can positively impact:

The mood of your audience
Sales of your products
The amount of Direct Messages you receive after a campaign
Unaided brand recall

What types of events are brands choosing to highlight when going live on Twitter? (Select all that apply.)

Shareholder proxy votes
Earnings calls
Fashion shows
Product launches

What are the three types of video formats you can choose for your Promoted Video Views campaign?

Video, Conversational Video
Video only
Video, GIF
Video, GIF, Conversational Video

True or False: Pre-roll ads are skippable after 6 seconds.

False
True

When creating a new In-Stream Video Ad, what does “Brand Safety” inside targeting criteria allow you to do?

Add redaction to your Tweet copy automatically
Exclude content categories and publisher handles you do not want to align with your In-Stream Video Ads
Filter on demographics
Customize what your audience sees based on their age

When creating content for First View, you should: (Select all that apply.)

Convey a key message: The timeline moves fast and people’s attention spans move faster. Successful brands convey their key message quickly.
Use extremely loud music: Loud noises attract attention and can help give your ad more views.
Feature people: Consumers are naturally drawn to human faces. Show people and/or talent in the first few frames to draw people in.
Keep copy succinct: Short is always sweet. Tweets with under 100 characters drive significantly higher engagement than those over 100.

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