LinkedIn marketing solutions fundamentals certification exam answers with explanations - English

LinkedIn marketing solutions fundamentals certification exam answers with explanations

This certification exam tests your knowledge in creating an ad campaign using LinkedIn’s targeting, measuring and analyzing your campaign’s performance, and optimizing your advertising goals. The certificate expires after 2 years.

• You will have 60 minutes to answer 60 questions.
• The question format is multiple choice and randomized. The passing score is 75%.
• The exam tests application, with a mix of scenario-based, recall, and process questions.
• You can retake the test up to 3 times.
• Upon passing the exam, we will share steps to add the certificate to your LinkedIn profile.
• The certification expires in 2 years.

Exam URL: training.marketing.linkedin.com/fundamentals-exam

Program URL: training.marketing.linkedin.com/page/certified-marketing-experts-program

Questions:

Nicolas wants to use Audience Attributes. What could that include? Select all that apply.

• Education
• Job Experience
• Interests and Traits
• Company
• Demographics
• Website retargeting

Kai wants to boost his company’s LinkedIn Page posts with paid media. According to LinkedIn, which steps should he take? Select five.

• Write a new post
• Choose a post
• Add payment details
• Measure his success
• Create a content calendar
• Click the Boost button
• Set up his campaign

What is Campaign Manager?

• LinkedIn’s ad management platform where you can only make revisions to ads
• LinkedIn’s ad management platform where you can only review campaign performance
• LinkedIn’s ad management platform where you can create, launch, and evaluate the performance of your LinkedIn ad campaigns

Henrietta is starting to create her ad creative. How many images can she upload to the media library at a time?

• Four images
  • Three images
  • Five images
  • One image
  • Two images

What is required to pay by Insertion Order?

• You have a LinkedIn ad representative
• A minimum spend of $50,000
• A credit card

Juliette wants to capture her audience’s attention. She has a limited number of images. Does this limit her potential to have a mix of ad creatives?

• Yes
• No

What do you need to create an ad account? Select three.

• Paid media admin access to a LinkedIn Page
• A method of payment
• A LinkedIn profile
• Page admin access to a LinkedIn Page

What is LinkedIn Audience Network?

• Use this demographics tool to refine your targeting strategy
• Serve your ads on LinkedIn’s trusted network of third-party publishers where LinkedIn audiences engage

A mix of organic and paid content can increase the likelihood of conversion by 61%.

• FALSE
• TRUE

In Campaign Manager, which 2 metrics are associated with Brand Awareness? Select two.

• Lead generation forms
• Impressions
• Video views
• Website visits
• Engagement with posts
• Reach
• Website conversions

People can only find your LinkedIn Page through search.

• TRUE
• FALSE

Which ad types are considered Sponsored Content? Select all that apply.

• Single Image Ads
• Carousel Ads
• Thought Leader Ads
• Video Ads
• Document Ads
• Event Ads

Carolyn can edit and add new creatives in Campaign Manager. Which access could she have? Select all that apply.

• Creative Manager
• Viewer
• Billing Admin
• Campaign Manager
• Account Manager

What is a Carousel Ad?

• An ad format that consists of a headline, brief text, and an optional image and appears on the right rail on desktop
• An ad format that creates an interactive story with swipeable series of cards in the LinkedIn feed
• An ad format that allows you to promote your message directly in the LinkedIn feed

What time zone do LinkedIn Ads use?

• Greenwich Mean Time (GMT)
• Universal Time Coordinated (UTC)
• Eastern Standard Time (EST)
• Pacific Standard Time (PST)

You can upload up to 300,000 contacts for Contact Targeting.

• TRUE
• FALSE

Feng launched a new ad campaign. He realized the ads’ images are cropped on mobile. Which tool should he use to avoid this in the future?

• Image tool
• Size tool
• Preview tool
• Format tool

Santosh is launching his first ad campaign on LinkedIn and he’s resource constrained. What should he consider as he designs his ad creative? Select all that apply.

• Develop a strong video ad campaign
• Reuse content he already has
• Use a variety of formats to pique his audience’s interest
• Use the same image with different headlines to create more than one ad creative quickly

According to LinkedIn, what are 2 ways to improve your targeting strategy?

• Reach and relevance
• Awareness and conversion
• Impressions and clicks

Why is it useful to leverage your own data when building target audiences? Select all that apply.

• Reach existing customers
• None of these
• Engage with members who have interacted
• Connect with qualified prospects

Sonya is using Website Retargeting to recapture her visitors’ interest. Which ad format should she consider? Select all that apply.

• Retarget with the same ad creative
• Retarget with tailored Sponsored Content
• Retarget with personalized Sponsored Message

Sophie is working on her ads’ creative design. Which elements should she consider while developing ad creatives for LinkedIn? Select all that apply.

• Use bold, complimentary colors and shapes
• Find or create surprising or unexpected photos
• Use negative space
• Use a clear font

How many days does LinkedIn recommend you wait before making improvements to a campaign?

• At least a month
• At least 7 consecutive days
• At least 5 consecutive days
• At least 2 weeks

How many members does LinkedIn have?

• 500 million
• More than 900 million
• Less than 250 million
• 750 million

Javier created a campaign and he wants to narrow his audience. He is targeting by job title. Can you exclude job function or seniority?

• No
• I don’t have enough information
• Yes

Which metrics are available in Campaign Manager? Select all that apply.

• Reach and frequency
• Engagement metrics
• None of these
• Budget
• Clicks
• Conversions and leads
• Overall impressions

Document Ads allow you to promote only ungated documents, such as papers, slides, or eBooks.

• TRUE
• FALSE

Sam wants to drive people from consideration to conversion. Which Matched Audience should he consider?

• Company Targeting
• Website Retargeting
• Contact Targeting

What can someone with the Creative Manager role do in Campaign Manager?

• Oversee overall account actions, including managing users, creating campaigns, and editing campaigns
• View and download campaign data and reports
• Change billing details
• Edit and add new creatives
• Create and edit campaigns

According to LinkedIn, what are the three main reasons it’s an effective advertising solution? Select all that apply.

• Right audience
• Right message
• Right engagement
• Right environment

All budget options have lifetime pacing.

• TRUE
• FALSE

There are 3 advertisers bidding in the auction. Advertiser A bids $12 and has a relevancy score of 4. Advertiser B bids $8 and has a relevancy score of 9. Advertiser C bids $4 and has a relevancy score of 3. Which advertiser wins the auction?

• Advertiser B
• Advertiser C
• None of them
• Advertiser A

William has low impressions on his campaigns. Which tactics should he consider using to increase his reach? Select five.

• Audience Expansion
• The OR feature
• Forecasted audience
• LinkedIn Audience Network
• Suggested targeting
• The AND feature

Aditya is running a Video Ad campaign and he wants to drive conversions. What should he do?

• Run a different Video Ad campaign
• Retarget video viewers
• Pause Video Ads since those can only be used for Brand awareness

LinkedIn supports full-funnel objectives grouped into 3 areas. Select those 3 areas.

• Awareness, Conversion, Retention
• Awareness, Consideration, Lead Generation
• Awareness, Consideration, Conversion
• Awareness, Engagement, Adoption

Leo launched a new ad campaign. After looking at the campaign performance in Campaign Manager, he wants to improve his ad creative. What should he do?

• Change two elements at a time
• Completely overhaul the ad creative
• Change one element at a time

Engaging a LinkedIn Content and Creative Marketing Partner can drive higher engagement and more conversions.

• FALSE
• TRUE

Which billing options are available with LinkedIn Advertising? Select all that apply.

• None of these
• Credit card
• Insertion order
• Monthly invoicing

Juan is considering running Text Ad campaigns to drive Consideration. According to LinkedIn, which key performance indicator (KPI) is the most relevant?

• Engagement
• Video views
• Lead generation
• Website visits

Hiroshi is starting to create his ad creatives. Which steps should he take? Select all that apply.

• Fill in the details
• Upload new multimedia
• Collect his ad content
• Preview his ads

Can you exclude existing customers when you run a Contact Targeting campaign?

• No
• Yes

If your ad is rejected, which ad formats can you edit directly in Campaign Manager? Select two.

• Video Ads
• Sponsored LinkedIn Page posts
• Direct Sponsored Content Ads
• Event Ads
• Thought Leader Ads
• Text Ads

James has a large audience size and low delivery. What could he do to increase delivery? Select three.

• Review content
• Review bids
• Enable Audience Expansion
• Review bid strategy
• Use the AND-OR feature

What does every LinkedIn Ad campaign start with?

• A budget
• An objective
• A report
• An audience

What is manual bidding (Enhanced)?

• Get the most results with your bid while controlling your bid in the auction
• Get the most results possible with your full budget
• Set a maximum cost per key result

Which factors does LinkedIn consider when determining auction winners? Select all that apply.

• None of these
• Vertical
• Quality score
• High click through rate (CTR)
• Competitive bid

Alicia manages campaigns to sell security software to IT decision makers in the US. What steps should she take when she sets up campaign targeting? Select all that apply.

• Choose the job function for decision makers
• Pick specific relevant skills
• Select US as the location
• Exclude certain job seniorities who are not decision makers

Message Ads are only effective for driving conversions.

• TRUE
• FALSE

Which roles are available in Campaign Manager? Select all that apply.

• Billing Admin
• Campaign Manager
• Creative Manager
• Viewer
• Account Manager

Campaign Manager columns cannot be customized.

• TRUE
• FALSE

Louis is looking to reach decision makers at IT companies. How should he target? Select all that apply.

• Seniority
• Years of experience
• Age

According to LinkedIn, what are targeting best practices? Select all that apply.

• Split campaigns by region
• Avoid inferred attributes
• Align your audience to your target personas
• Tailor content to your segments
• Start broad with your targeting

Joanna is developing her win-back strategy, focused on converting previous customers who stopped using the brand. Which targeting method is recommended?

• Company Targeting
• Contact Targeting

LinkedIn Pages have page admin and paid media admin roles.

• FALSE
• TRUE

What is a Single Image Ad?

• An ad format that allows you to promote your content directly in the LinkedIn feed
• An ad format that consists of a headline, brief text, and an optional image and appears on the right rail on desktop
• An ad format that creates an interactive story with swipeable series of cards in the LinkedIn feed

Which targeting attributes are provided by members? Select six.

• Location
• Gender
• Company
• Language
• Job Experience
• Education
• Age
• Interests and Traits

What is cost cap bidding?

• Get the most results possible with your full budget
• Set a maximum cost per key result
• Get the most results with your bid while controlling your bid in the auction

Members need to leave the LinkedIn platform if they want to read and download content from a Document Ad.

• FALSE
• TRUE

Stanley has access to LinkedIn Recruiter. Which additional objective will he see in Campaign Manager?

• Talent leads
• Job applicants
• Recruitment

What is a Text Ad?

• An ad format that creates an interactive story with swipeable series of cards in the LinkedIn feed
• An ad format that consists of a headline, brief text, and an optional image and appears on the right rail on desktop
• An ad format that allows you to promote your message directly in the LinkedIn feed

Fernando wants to pay with monthly invoicing. What is the minimum monthly spend?

• There is no minimum
• $5,000 USD per month for 3 of the last 12 months
• $3,000 USD per month for 2 of the last 12 months
• $1,000 USD per month

What can someone with the Account Manager role do in Campaign Manager?

• Oversee overall account actions, including managing users, creating campaigns, and editing campaigns
• Change billing details
• Edit and add new creatives
• View and download campaign data and reports
• Create and edit campaigns

How long does it take for ads to be reviewed?

• On average, 24 hours, but it may take longer during high-volume periods
• On average, 48 hours, but it may take longer during high volume periods
• On average, 12 hours, but it may take longer during high volume periods
• On average, 36 hours, but it may take longer during high volume periods

What is the difference between Awareness and Consideration?

• Awareness increases visibility and share of voice while Consideration increases deeper engagement that builds a relationship
• Awareness increases deeper engagement that builds a relationship while Consideration increases visibility and share of voice
• Awareness increases visibility and share of voice while Consideration leads to purchase decisions

LinkedIn ad formats are broadly divided into which four categories? Select four.

• Conversion Ads
• Text Ads
• Sponsored Content
• Awareness Ads
• Lead Gen Forms
• Dynamic Ads
• Sponsored Messaging
• Considerations Ads

Jason bids $5. Claire bids $4. Jason will win the auction and pay $5.

• TRUE
• FALSE

A LinkedIn Page is where you can communicate with your followers who are current and prospective customers.

• TRUE
• FALSE

What are best practices for Document Ads? Select all that apply.

• Keep the file size under 100 MB
• Optimize the document for desktop and mobile
• Avoid using URLs in your document
• Only use ungated documents
• Create an attention-grabbing cover page

Andrea wants to reach more members with similar professional characteristics. What should she consider? Select all that apply.

• Audience Expansion
• Lead Gen Forms
• Website Retargeting

What do Offline Conversions do?

• Offline Conversions allow advertisers to track their offline marketing campaigns, such as out-of-home and print
• Offline Conversions allow advertisers to run ads when someone is offline
• Offline Conversions allow advertisers to connect their first-party offline data to LinkedIn to measure down-funnel effectiveness of their ad campaigns

Kerry wants to optimize her campaigns by better understanding the target audience for her ads. While running her last campaign, Kerry focused her targeting on Job Function. What can she use to see additional information about targeted individuals?

• Audience Tracking
• Campaign Demographics
• Insights Tracking

Campaign Manager will suggest a bid range that makes your content more likely to be seen.

• TRUE
• FALSE

What is the media library?

• A repository of ads live on LinkedIn now
• A repository of LinkedIn Live Events
• A single location for uploading, managing, removing, and selecting media for ad creation
• A repository of stock imagery to help you create ad campaigns

How does the AND-OR feature work?

• “AND” increases to include members who meet one criterion or another while “OR” narrows and further refines targeting
• Both “AND” and “OR” expand the audience
• “AND” narrows and further refines targeting, while “OR” increases to include members who meet one criterion or another
• Both “AND” and “OR” narrow the audience

Peter has high engagement rates and low conversions. Which actions could he consider? Select all that apply.

• Optimize ad creatives
• Checking his landing page to ensure it’s clear
• Use Campaign Demographics to understand which audience is engaging
• Test LinkedIn Lead Gen Forms

Text Ads appear on desktop and mobile.

• TRUE
• FALSE

Louisa noticed she is not spending her campaign budget. What should she consider doing? Select all that apply.

• Use Automated Bid
• Use LinkedIn Audience Network
• Change her ad creative
• Reduce her bid
• Enable Audience Expansion
• Set more competitive bids

What can someone with the Viewer role do in Campaign Manager?

• View and download campaign data and reports
• Edit and add new creatives
• Create and edit campaigns
• Oversee overall account actions, including managing users, creating campaigns, and editing campaigns
• Change billing details

According to LinkedIn, companies that post 4 times per week see a 2x lift in engagement with their content.

• FALSE
• TRUE

How long do contact lists take to process?

• 12 hours
• 36 hours
• 48 hours
• 24 hours

Afiya needs to target small companies from a specific set of industries. What is the best way to do this? Select all that apply.

• Target by company size
• Target by industry
• Target by job experience
• Target by interests

You do not need a LinkedIn Page to set up a LinkedIn Ads campaign.

• TRUE
• FALSE

According to LinkedIn, what components should you consider when building a creative for ad campaigns? Select all that apply.

• Copy
• Testing
• Format
• Net-new content
• Imagery

Which are Matched Audience Targeting types? Select all that apply.

• Retargeting
• None of these
• Account Targeting
• Email Contact Targeting

The Insight Tag is a prerequisite for Website Retargeting.

• FALSE
• TRUE

Under Consideration in Campaign Manager, which objectives can you choose? Select all that apply.

• Video views
• Job applicants
• Brand awareness
• Lead generation
• Engagement
• Website conversions
• Website visits

Francois recently created his company’s LinkedIn Page. According to LinkedIn, how many followers does his Page need to have to start having exponential growth?

• 150 followers
• 200 followers
• 50 followers
• 250 followers
• 100 followers

What can someone with the Campaign Manager role do in Campaign Manager?

• Create and edit campaigns
• Change billing details
• Oversee overall account actions, including managing users, creating campaigns, and editing campaigns
• View and download campaign data and reports
• Edit and add new creatives

What is the minimum target audience size allowed on the platform?

• 1,000 members
• 500 members
• 300 members
• 100 members

Keith wants to understand how his campaign performs across the funnel. He adds the LinkedIn Insight Tag onto his site for tracking. What is that tracking called for LinkedIn Ads?

• Website Tracking
• Conversion Tracking
• Insights Tracking

What is maximum delivery bidding (Automated)?

• Set a maximum cost per key result
• Get the most results with your bid while controlling your bid in the auction
• Get the most results possible with your full budget

What are the types of paid media admins? Select three.

• Landing Pages manager
• Page admin
• Demand Gen manager
• Sponsored Content poster
• Lead Gen Forms manager

Tomas is recruiting and wants to reach job applicants for a specific role. According to LinkedIn, which Sponsored Content ad format should he use?

• Thought Leader Ads
• Carousel Ads
• Event Ads
• Document Ads
• Video Ads
• Single Image Ads

Lucia is not getting many matches from her clients’ business emails on LinkedIn because they signed up with their personal addresses. What should she do?

• Run a Contact Targeting campaign
• Target the company

Which types of budgets can you choose?

• Daily budget only
• Daily and lifetime budget
• Lifetime budget only
• None of these

With Audiences, you can use your data to retarget website visitors or reach known contacts and accounts. What does that include? Select all that apply.

• Third Party
• List upload
• Demographics
• Interests and Traits
• Retargeting

A company wants to promote its leaderships’ posts to communicate through a trusted voice to build brand equity and stay top-of-mind. Which ad type should they use?

• Influencer Ads
• Thought Leader Ads
• Spotlight Ads
• Spokesperson Ads

LinkedIn recommends that you start low and optimize to find your ideal bid.

• FALSE
• TRUE

How many companies does LinkedIn recommend you include when running a Company Targeting campaign?

• At least 10,000 companies
• At least 1,000 companies
• At least 500 companies
• At least 5,000 companies

Which targeting attributes are inferred?

• Job Experience
• Education
• Company
• Demographics
• Language
• Interests and Traits
• Location

According to LinkedIn, how many different ad creatives should you include in your first ad campaign?

• 6 to 7
• 4 to 5
• 3
• 1 to 2

What does the AND-OR feature do? Select all that apply.

• Expands audience
• Narrows audience
• Test different ad creatives

Dynamic ad formats are broadly divided into which categories? Select three.

• Engagement Ads
• Lead Gen Ads
• Follower Ads
• Spotlight Ads
• Job Ads

According to LinkedIn, what is the first step to use LinkedIn Ads?

• Create your first ad campaign
• Post to your network
• Set up your LinkedIn Page

Greg wants to optimize his ad campaigns with Audience Insights. How can Audience Insights help him?

• All of these
• Refine his audience
• Tailor his ad campaign
• Reach engaged audiences
• None of these

Ana wants to expand her reach beyond her current audience. Which Matched Audience should she consider? Select all that apply.

• Company Targeting
• Website Retargeting
• Contact Targeting

Carlos plans to use 5,000 email contacts to run a Contact Targeting campaign. Does this align with LinkedIn’s best practice?

• No, LinkedIn recommends no fewer than 4,000 email contacts
• Yes, LinkedIn recommends at least 5,000 email contacts
• No, LinkedIn recommends a minimum of 10,000 email contacts

LinkedIn uses on a second-price auction, which means you will pay a penny above the second-highest price.

• TRUE
• FALSE

Juan needs to create a sponsored content post. Which type of access does he need on the company’s LinkedIn Page?

• Demand Gen manager
• Landing Pages manager
• Advertising manager
• Lead Gen Forms Manager
• Sponsored Content poster

What can someone with the Billing Admin role do in Campaign Manager?

• View and download campaign data and reports
• Oversee overall account actions, including managing users, creating campaigns, and editing campaigns
• Create and edit campaigns
• Edit and add new creatives
• Change billing details

Boosted posts are billed through your LinkedIn Page.

• TRUE
• FALSE

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