Digital Advertising Answers

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There are 60 questions.
It should take 1 hour to complete.
You must answer 45 questions correctly to pass.
You must wait 12 hours between attempts.
You have 3 hours to finish the exam.

Some questions:

What is a benefit of using digital advertising in conjunction with organic marketing efforts? Select all that apply.

Remarket to existing contacts and website visitors

Use analytics to better understand your audiences across platforms

Outperform your organic marketing efforts

Optimize your ad content to perform its best across channels

Which of the following is NOT a stage in the buyer’s journey?

Decision

Consideration

Research

Awareness

What should your awareness stage ads do?

Address the problem your buyer persona is experiencing

Question why your buyer persona cannot solve their own problem

Present your business as the only solution that is right for your audience

Focus on your competitive position in the marketplace

What should your awareness stage ads do?

Promote generic, unbranded content

Direct someone to a pricing page

Include discounts to encourage immediate purchase

Help your buyer persona solve their problem

What should your awareness stage ads do?

Tell your buyer persona why the other products or services available are bad

Promote lead generation content offers

Highlight the value of your company’s products or services

Target only your existing customers

What should your consideration stage ads do?

Promote generic, unbranded content

Direct someone to a pricing page

Include discounts to encourage immediate purchase

Help your buyer persona solve their problem

What should your decision stage ads do?

Tell your buyer persona why the other products or services available are bad

Promote lead generation content offers

Highlight the value of your company’s products or services

Target only your existing customers

Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following audiences would be the best to target on social media at the awareness stage of the buyer’s journey?

People who have previously interacted with one of your digital ads

A lookalike audience based on your existing customers

People who have previously visited your website

An audience based on people who have watched your company’s YouTube videos

Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following keywords would be the best to use for paid search at the consideration stage of the buyer’s journey?

“Different types of dog food”

“How to teach a dog to sit”

“Best animal rescues near me”

“PetSpot animal supplies”

Which of the following is an example of a business’s “reasons to believe?”

Sustainability

Ethical sourcing

Free shipping

Charitable donation

All of the above

Fill in the blank: A paid media plan is the bridge between your ______ and your business goal.

ideas

historical performance

target audience

conversion path

Which of the following is NOT one of the three elements of a marketing mix?

Earned media

Owned media

Social media

Paid media

Fill in the blank: You should use a target CPA bidding strategy when you have _____.

an efficient CPA

an inefficient CPA

a big advertising budget

a small advertising budget

Which of the following is NOT an ad targeting strategy?

Contextual targeting

Demographic targeting

Audience targeting

Behavioral targeting

With demographic targeting, you could reach people who:

are between the ages of 25-49 located in Austria who speak German

have visited your website before or are subscribed to your blog

have searched for key terms in German related to marketing software

have an interest in technology and read an online publication called Martech Today regularly

With behavioral targeting, you could reach people who:?

are located in the Denver metro area and have a household income between $50,000 and $100,000

have an interest in video games

spent at least 5 minutes reading your most recent blog post

spend a lot of time reading online news publications

With contextual targeting, you could reach people who:

have conducted searches online for keywords related to startups and entrepreneurship

are interested in startups and read articles on Entreprenuer.com

recently downloaded your Guide to Entrepreneurship lead generation content offer

are located in the San Francisco Bay Area

What is the difference between pixel-based retargeting and list-based retargeting? Select all the apply.

Pixel-based retargeting is for anonymous site visitors, list-based retargeting is for existing contacts

Pixel-based retargeting is for existing contacts, list-based retargeting is for anonymous site visitors

Pixel-based retargeting relies on tracking pixels, list-based retargeting relies on forms and a CRM

Pixel-based retargeting is more effective, list-based retargeting is less effective

Scenario: You want to target an audience that has previously viewed your product’s pricing page on your website. Which targeting strategy should you use?

Behavioral targeting

Audience targeting

Retargeting

Demographic targeting

Which of the following is NOT an ad copywriting best practice?

Focus on value

Use simple language

Include conversational CTAs

Use acronyms

Which of the following ad copy examples follows the best practices for simplifying language?

“Looking for a new car insurance policy? Talk to a CISR today.”

“Protect you and your loved ones with a car insurance policy made for the whole family.”

“You drive your car on a regular basis during the course of the day. Protect yourself with affordable car insurance.”

“You never know what things might happen while on the road. Get car insurance that you can trust.”

Fill in the blank: The goal of a concept ad is to increase _____.

brand awareness

engagement

sales

lead generation

Fill in the blank: The goal of a content ad is to increase _____.

views

sales

brand awareness

lead generation

Fill in the blank: The goal of a commerce ad is to increase _____.

engagement

sales

views

lead generation

True or false: The rule of thirds is the process of dividing an image into thirds, using two horizontal lines and two vertical lines, and positioning the most important elements inside the squares the lines create.

True

False

Following the rule of thirds helps you:

draw attention to the most important elements of your ad creative

make your ad creative pop by using contrasting colors

use imagery of people that is representative of your target audience

turn one concept into three ad creatives

What is conversion rate optimization (CRO)?

A metric used to quantify the number of digital views or engagements of a piece of content, usually an advertisement, digital post, or a web page

The process of increasing the percentage of website visitors who take a desired action

A reporting strategy that allows marketers and sales teams to see the impact that marketers made on a purchase or sale

The process by which an anonymous website visitor becomes a known lead

What are best practices for optimizing your conversion path? Select all that apply.

Align your ad creative and copy to your landing page

Always use a pop-up form to increase conversions

Collect as much information as possible in your form or checkout process

Remove the navigation from your landing page

A Facebook core audience is based on:

location, demographics, interests, behavior, and connections

the number of years a person has been on Facebook

people who have already expressed an interest in your business

new people who share the characteristics of your existing audience

Which of the following metrics does Facebook use to rate the expected performance of your ads? Select all that apply.

Quality

Engagement

Conversion

Relevance

What is the best way to advertise on Instagram?

Create ad campaigns in the Facebook Ads Manager

Create ads from your Facebook Page and promote them on both Facebook and Instagram

Promote posts and stories directly from your Instagram professional account

Boost existing posts from your Facebook account

What is the benefit of advertising in Instagram Explore?

It costs less money to advertise in Explore so advertisers can see better performance

Fewer advertisers run ads in Explore so there is less competition

People in Explore are in the mindset to discover content from creators they don’t follow

More people view content in Explore than they do in their own feed

What do sponsored messages on Facebook Messenger allow you to do?

Display messages in the Facebook News Feed to your audience

Run story ads on Facebook Messenger

Add a call-to-action in your Facebook ads to start a conversation with your business in Facebook Messenger

Advertise to people who have interacted with your business on Facebook Messenger

What is one advantage of advertising on LinkedIn?

Advertising on LinkedIn is often less expensive than advertising on Facebook

You can target audiences with unique demographics, like job title and industry

LinkedIn has more ad types than any of the other social media platforms

You can advertise to a highly engaged audience that interacts with more ads than organic content

What type of company would be most likely to find success advertising on Pinterest?

An accounting firm

A fashion brand

A marketing technology company

A government agency

What is one ad type that is unique to Snapchat?

Story ads

Image ads

Sponsored messages

AR lenses

What is the difference between a brand keyword and a non-brand keyword?

A brand keyword is more expensive, a non-brand keyword is less expensive

A brand keyword receives less traffic, a non-brand keyword receives more traffic

A brand keyword has more variations, a non-brand keyword has fewer variations

A brand keyword includes a brand’s name, a non-brand keyword does not include a brand’s name

What is one benefit of running search ads for brand keywords?

They always appear first in the search results, above other ads

They protect your traffic if a competitor bids on your brand keywords

They see a higher click-through rate than non-brand keywords

They are significantly less expensive than search ads for other keywords

Fill in the blank: A keyword set to ______ match type will display your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.

phrase

negative

exact

broad

If you have a keyword set to broad match, but you want to select specific keywords that must be included in the search query for your ad to be displayed, what would you use?

A negative keyword

A phrase keyword

A broad match modifier

A phrase match modifier

If you want to exclude your ad from being shown on searches containing a specific keyword, what would you use?

A negative keyword

A phrase keyword

A broad match modifier

A phrase match modifier

Which of the following represents an exact match keyword?

“dog treats”

[dog treats]

dog treats

-dog treats

Which of the following represents a phrase match keyword?

+smart tv

-smart tv

[smart tv]

“smart tv”

What symbol would you use to add a broad match modifier?

–

What symbol would you use to add a negative keyword?

–

What elements should be included in your search ad copy? Select all that apply.

Questions

Keywords

A call-to-action

Analogies

Scenario: You work for H.Bloom, a flower delivery company. You are running a paid search ad for the keyword “flower delivery” that directs to the landing page below. The goal of this ad is to drive leads. What would you do to potentially improve the ad’s performance? Select all that apply.

Remove the H.Bloom logo from the landing page

Add the keyword “flower delivery” to the landing page

Remove the header navigation from the landing page

Move the form to the bottom of the landing page

What is the benefit of including ad extensions in your search ads?

Take up more space in the SERPs

Improve click-through rate

Provide more value to potential customers

All of the above

What is ad rank?

A value used to determine your ad position

The maximum amount of money you’re willing to pay for a desired action on your ad

A set of related ad groups often used to organize categories of products or services you offer

The amount/number of advertising dollars you spend to acquire one new customer

Fill in the blank: Automated bidding is powered by _____.

HTTP cookies

virtual reality

machine learning

ad tracking

What enables buyers of digital advertising inventory to manage multiple ad exchanges through one interface?

Advertising platform

Demand-side platform

Keyword manager

Targeted advertising manager

What ad tracking method should you use to retarget people on social media who have visited your website?

UTM parameters

Tracking pixels

HTTP cookie

Demographic targeting

A/B testing (split testing) is the process of:

collecting data and user insights on the performance of online advertising campaigns

running marketing experiments to see which version of an ad connects better with your audience

quantifying the number of digital views or engagements of a piece of content

finding and analyzing search terms that people enter into search engines

If your business has a short buying cycle, which attribution model should you use?

First and last

First-touch

Linear

Simple decay

If you want to know which marketing effort is attracting people to your brand, which attribution model should you use?

Linear

First-touch

Last interaction

Simple decay

In what order should the steps to conduct a marketing experiment be completed?

Make a hypothesis, collect research, choose measurement metrics, create and execute the experiment, analyze the results

Choose measurement metrics, collect research, make a hypothesis, create and execute the experiment, analyze the results

Analyze the results, make a hypothesis, choose measurement metrics, create and execute the experiment, collect research

Collect research, choose measurement metrics, make a hypothesis, analyze the results, create and execute the experiment

Scenario: You want to run an A/B test for an ad campaign. Which of the following are examples of what you could experiment with?

Creative

Audiences

Landing pages

All of the above

Based on the data below, which is the most effective advertising campaign?

Campaign 1 because it drove more leads

Campaign 1 because it has a lower lifetime value

Campaign 2 because it has a greater return

Campaign 2 because it has a higher CPA

Based on the data below, what is the return on ad spend (ROAS) for the campaign?

$2.50

$7.50

$10

Which metric best helps you convey the value of your advertising strategy?

CPC

Reach

CPM

ROAS

Fill in the blank: The difference between digital advertising and organic marketing on social media platforms is that digital advertising is _____ and organic marketing is _____. Select all that apply.

paid; not paid

for ecommerce only; for all businesses

more targeted; less targeted

unhelpful; helpful

How often should you evaluate your paid media budget?

Weekly

Monthly

Quarterly

Annually

Where should you allocate the majority of your paid media budget?

New advertising channels that you haven’t advertised on before

Brand campaigns across advertising channels

Video production

Proven efforts that drive your main KPIs

Which of the following is NOT an automated bidding strategy?

Maximize conversions

Maximize views

Target ROAS

Target CPA

Fill in the blank: Retargeting an example of _____ targeting.

contextual

demographic

audience

behavioral

Which ad creative best practice(s) are displayed in the example below? Select all that apply.

Contrasting colors

Seasonal theme

The rule of thirds

None of the above

Which ad creative best practice(s) are displayed in the example below? Select all the apply.

The rule of thirds

Contrasting colors

Seasonal theme

None of the above

Which ad types are available on social media platforms? Select all that apply.

Lead ads

Message ads

Video ads

Search ads

A Facebook custom audience is based on:

the number of connections a person has on Facebook

new people who share the characteristics of your existing audience

people who have already expressed an interest in your business

people who recently created a Facebook account

A Facebook lookalike audience is based on:

people who have already expressed an interest in your business

new people who share the characteristics of your existing customers

the number of years a person has been on Facebook

people who have viewed your social media posts but not interacted with them

Where do ads appear on YouTube? Select all that apply.

In the subscriptions bar

In the search results

Before a video

During a video

What can you most easily accomplish by advertising on TikTok?

Lead generation

Sales

Brand awareness

Conversions

Fill in the blank: A keyword set to _____ match type will display your ad if the search term includes that keyword, or a very close variation.

broad

exact

specific

negative

Fill in the blank: A keyword set to _____ match type will display your ad if the search term contains the same order of the words, but it can also contain additional words.

negative

phrase

broad

specific

Which of the following represents a broad match keyword?

wall art

“wall art”

wall +art

-wall art

True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar.

True

False

How many ad extensions should you include in your search ads?

All that are available

As many as many as make sense for your business

What enables web publishers and digital out-of-home media owners to manage their advertising inventory?

Demand-side platform

Data management platform

Advertising platform

Supply-side platform

What’s the difference between first-party cookies and third-party cookies?

First-party cookies are generated by visiting any website, third-party cookies are generated by downloadable apps

First-party cookies are generated when you launch an ad campaign, third-party cookies are generated when you launch any other marketing campaign

First-party cookies are generated by your own website, third-party cookies are generated by websites other than your own

First-party cookies tell you information about what websites a person visits, third-party cookies tell you information about what social media platforms a person uses

What ad tracking method should you use to identify which marketing campaign referred traffic to your website?

HTTP cookie

Behavioral targeting

Tracking pixels

Tracking URLs

What is an attribution model?

The rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points along conversion paths

A code that gets generated and stored on a website visitor’s computer when they visit your site

An online advertising method in which marketers place ads on search engine results pages (SERPs)

The use of artificial and machine learning to buy ads in real-time, instead of going through human negotiations and pre-set prices

True or false: Digital advertising is a targeted, data-driven advertising strategy for reaching consumers online at every stage of the buyer’s journey.

True

False

Scenario: Your business wants to advertise to a local audience. Which targeting strategy should you use?

Retargeting

Contextual targeting

Behavioral targeting

Demographic targeting

True or false: An organic marketing strategy is reliant on your followers, while social media advertising allows you to target new audiences.

True

False

Which of the following goals are options available for advertising on Twitter? Select all that apply.

Engagement

Website clicks

Sales

App downloads

From top to bottom, what should your search account structure hierarchy look like?

Campaigns, ad groups, keywords

Ad groups, campaigns, keywords

Keywords, campaigns, ad groups

Keywords, ad groups, campaigns

Select all that apply. The problem with early online advertising was that ads were:

Not targeted

Disruptive

Hidden

Inexpensive

Scenario: You work for a company called PetSpot that sells animal supplies. The best audience to target on social media at the decision stage of the buyer’s journey would be people who:

have expressed an interest in dogs

meet the demographic profile of your buyer persona

have liked your posts on social media

have added items to their cart, but did not complete their purchase

Scenario: You want to target an audience that visits popular marketing websites, such as Marketing Land and Ad Age. Which targeting strategy should you use?

Pixel-based retargeting

List-based retargeting

Contextual targeting

Behavioral targeting

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