LinkedIn marketing strategy certification exam answers
LinkedIn marketing strategy certification exam answers
This certification exam will test your knowledge in using LinkedIn's organic and paid advertising solutions throughout your media strategy. 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 will expire in 2 years.
Exam url: training.marketing.linkedin.com/marketing-strategy-exam
Program URL: training.marketing.linkedin.com/page/certified-marketing-experts-program
Questions:
When should I use Offline Conversions?
- When I want to track conversions in the real world
- When I want to get leads on LinkedIn
- When I want to track conversions on my website
- When I want to drive event awareness
Lead scoring is a methodology for ranking leads to determine their sales-readiness.
- False
- True
Lead Gen Forms drive 5x higher conversion than landing pages.
- False
- True
Your lead gen scoring model can be based on…
- Activity
- Activity and demographics
- Demographics
What are the benefits of targeting broadly? Select all that apply.
Reaching buyers of various seniority levels
None of these
Reaching both in-market and out-of-market buyers
Reaching buyers across all functions of the buying committee
In Campaign Manager, which goals are available to select under the Conversions campaign objective? Select all that apply.
Website visits
Website conversions
Lead generation
Brand awareness
Engagement
Video views
Job applicants
A campaign with the lowest cost-per-click (CPC) will always drive the highest ROI.
False
True
Single Image Ads, Event, and LinkedIn Company Page audiences can be used for lead gen retargeting campaigns.
True
False
What actions contribute to lead scoring? Select all that apply.
Registering for an event or webinar
Requested to be contacted by Sales
Requesting certain types of content
Signing up for a free trial
What are some ways you can set up a successful lead scoring model? Select all that apply.
Ensure your sales and marketing teams are aligned
Set up an integration with your marketing automation system
Determine your ideal buyer persona
Giselle works for a new brand that has ambitious growth goals. As she sets up her first brand awareness campaign, which strategies should she consider? Select all that apply.
Use multiple ad formats
Start with Single Image Ads
Start small with a singular audience
Target a broad audience
When should I use a Lead Gen Form?
When I want to track conversions on my website
When I want to drive event awareness
When I want to track conversions in the real world
When I want to attract leads on LinkedIn
According to LinkedIn, on average how many pieces of content does someone see prior to being in-market?
5 to 7
3 to 5
7 to 10
11 or more
According to LinkedIn, what is the most important aspect for a creative to capture someone's attention?
Call-to-action
Copy
Imagery
Demand gen campaigns should be carried out…
After lead gen campaigns
Before lead gen campaigns
According to LinkedIn, brand awareness campaigns can also improve hiring.
True
False
According to LinkedIn, which ad type is not recommended for brand awareness campaigns?
Message Ads
Video Ads
Text Ads
Single Image Ads
Carousel Ads
According to LinkedIn, anyone who watches at least 50% of your video ad is ready to be retargeted.
True
False
When setting up Conversion Tracking on your website, what is the conversion window?
The amount of time your audience spends on your website
The number of times your audience clicks on your ad
The timeframe within which conversions will be attributed to your LinkedIn ad
A lead scoring model has different components that can be selected based on… Select all that apply
Seasonality
Activity
Demographics
Nadine recently launched a lead generation campaign. However, her sales team is not satisfied with the leads quality. What should she do? Select all that apply.
Change the Lead Gen Form
None of these
Deselect Audience Expansion
Align with her sales team on the audience demographic
Review the campaign's targeting
Rosa wants to expand the reach of her brand awareness campaign on LinkedIn. What should she consider leveraging? Select all that apply.
"AND" targeting feature
Audience Expansion
LinkedIn Audience Network (LAN)
Exclude feature
Lookalike Audiences
Why is it important to share the length of your sales cycle with your LinkedIn representatives?
It helps determine the run dates for your lead gen campaign
It helps LinkedIn conduct a study on the average sales cycle in your industry
It helps LinkedIn optimize future campaigns and closely monitor your ROI
It's not important to share the length of your sales cycle
Laila is creating a Lead Gen Form with a mix of custom questions that are multiple choice and open text. Does this align with LinkedIn's best practices?
No, LinkedIn recommends keeping custom questions to a minimum and using multiple choice to make it easier to complete the Form
Yes, LinkedIn recommends having a mix of question type to customize the Lead Gen Form
Define a Marketing Qualified Lead (MQL).
The number of contacts received through forms
The estimated customer base available
A sales person who identifies leads
A person who is more likely to become a customer
All three stages in the funnel (Awareness, Consideration, Conversion) are important when planning brand building campaigns.
False
True
How many website visitors do you need to activate a Website Retargeting campaign?
At least 300 visitors
At least 100 visitors
There is no minimum
At least 500 visitors
At least 900 visitors
Amanda wants to increase website visitors. What should she explore? Select all that apply.
Explore a mix of ad types to bring the company's story to life, such as Single Image and Video Ads
Use only Single Image Ads
Retarget those who engaged with her other ad
Anthony has over 500 forms opened but not submitted over the past 90 days. According to LinkedIn, does he have enough to begin building a retargeting audience?
Yes
No
I don't have enough information
Kai is creating thought leadership content. According to LinkedIn, which best practices should he follow? Select two.
Leverage the different organic and paid ad formats within LinkedIn
Add new perspectives
Offer elementary insights
Lead Gen Forms are customizable, prefilled forms that allow members to share their LinkedIn profile data with advertisers.
False
True
When creating a Lead Gen Form, you can use any type of URL.
False
True
LinkedIn's B2C audience has two times the buying power of an average web audience.
True
False
How can you use LinkedIn Lead Gen Forms? Select all that apply.
Drive newsletter subscriptions
Encourage white paper downloads
Provide discounts
Drive event registration
Kevin wants to measure brand sentiment. What are two ways he could explore through LinkedIn?
Topic ownership
Community management
Share of voice
Brand lift
What are the advantages of thought leadership? Select all that apply.
It's a lower funnel strategy
It can enhance the perceptions of an organization
It can influence buying decisions
It makes your brand stand out from the crowd
Can you require someone provides their work email address in a Lead Gen Form?
No, they can provide any type of email address in the form
Yes, you can add a note that only work email addresses will be contacted
Yes, you can select the “work email validation” option when creating your Lead Gen Form to ensure it only prefills an email address if it’s a work email address
A company wants to distribute its latest white paper and gather potential buyers' data. They create an ad with a form, targeting key decision makers. Which type of campaign are they running?
Lead generation campaign
Brand awareness campaign
Demand generation campaign
According to LinkedIn, what are the top considerations for a successful brand awareness campaign?
Target broadly to reach the full buying committee
Build long-term relationships to account for the longer buying cycle
Use a mix of ad formats
All of these
Create compelling thought leadership content
What immediate result will I get with a Lead Gen Form?
Multiple: online purchases, downloads, visits, etc.
Multiple: retail purchases, in-bound calls, event attendance, etc.
Leads
Which of the following funnel stages apply to brand marketing? Select all that apply.
Awareness
Conversion
Frequency
Expansion
Consideration
How many assets do you need when creating your Lead Gen Form?
Two: ad creative and form
Three: Form, thank you page, and personalized message
Three: ad creative, Form, and confirmation (thank you) message
A company launched a thought leadership campaign. They promoted five different posts per industry, with a mix of client stories, data-driven thought leadership and innovative thinking. What is this a good example of? Select all that apply.
Offer fresh perspectives
Leverage different paid ads LinkedIn has to offer
Bring a human element
Align the company's brand and leadership voices
Maxime is running a video ad but he's finding it isn't leading to conversions. According to LinkedIn, how many video views does he need in 90 days to start building a retargeting audience?
At least 10,000
At least 30,000
At least 75,000
At least 50,000
How would you define Lead Generation?
Lead Generation happens at an earlier stage in the marketing funnel, where the main goal is to warm up your potential buyer rather than get their details
Lead Generation happens at an earlier stage in the marketing funnel, where the main goal is to drive brand awareness
Lead Generation happens throughout the marketing funnel, where the main goal is to drive engagement
Lead Generation happens at a later stage in the marketing funnel, where the main goal is to collect their contact information
Rodrigo is creating a Lead Gen Form that includes 5 fields. Does this align with LinkedIn's best practice?
No, LinkedIn recommends having at least 6 fields
No, LinkedIn recommends having 3 or fewer fields
Yes, LinkedIn recommends having up to 12 fields
Yes, LinkedIn recommends having 5 or fewer fields
95% of buyers are out of market at any given time.
False
True
Reach Optimization must be enabled to see forecasted results for both reach and frequency.
- True
- False
Before creating an ad in Campaign Manager, what is the first step to creating a lead generation campaign?
Identify your target audience
Identify and define your marketing goal
Identify your buying committee
Maria wants to set up a Website Retargeting campaign. What will she need to do before creating a campaign?
Select the campaign objective
Pick the ad type
Have a Lead Gen Form on her website
Install the LinkedIn Insight Tag
Banisha wants to understand her customers' business priorities. Which ad type would help her gather those insights?
Carousel Ads
Video Ads
Text Ads
Message Ads
Single Image Ads
Brand equity requires the company to build mental availability with the prospective customer.
False
True
Alexandra is working on her company's thought leadership strategy. According to LinkedIn, what are the leading metrics that Alexandra should track? Select all that apply.
Number of posts and follower growth
Follower growth
None of these
Number of posts
When should I use Conversion Tracking?
When I want to track conversions on my website
When I want to track conversions in the real world
When I want to drive event awareness
When I want to get leads on LinkedIn
What type of conversions will I get with Conversion Tracking?
Multiple: online purchases, downloads, visits, etc.
Multiple: retail purchases, in-bound calls, event attendance, etc.
Leads
Zhang Wei wants to build his lead gen audience but he doesn't know where to start. Which tips would be useful? Select all that apply.
Leverage Lookalike Audiences
Use contact and account targeting
Exclude existing customers
Start with a narrow audience
Members exposed to both brand and acquisition messaging on LinkedIn are over 6x more likely to convert.
True
False
What is maximum delivery bidding strategy?
The maximum delivery bidding strategy automatically bids for you while aiming to get the most results and deliver your entire budget
The maximum delivery bidding strategy is a report in Campaign Manager that identifies ways to improve your bidding strategy
The maximum delivery bidding strategy is a forecasting tool that helps you determine the best bid to achieve your objective
The maximum delivery bidding strategy automatically increases your bid to the maximum amount
You can edit all fields in a Lead Gen Form even if it's already assigned to an active campaign.
False
True
Javier is setting up a lead generation campaign. How should he approach targeting?
Hyper-target to reach the right audience
Test one targeting approach
Avoid excluding audiences
Avoid hyper-targeting to expand your audience size
Mohammad wants to nurture leads but he isn't sure what is the best approach with LinkedIn. Which should he consider? Select all that apply.
Website retargeting
Lookalike Audiences
Contact targeting
What type of conversions will I get with Offline Conversions?
Multiple: retail purchases, in-bound calls, event attendance, etc.
Leads
Multiple: online purchases, downloads, visits, etc.
What are the key advantages of using LinkedIn for Conversion Tracking? Select all that apply.
Deeper Insights
More complete metrics
Stronger ROI
More leads
Joanna is running 4 creatives in one campaign but her client questioned the frequency rate. What should Joanna do?
Reduce the amount of creatives in the campaign
Select Audience Expansion
Check LinkedIn's Frequency Report
Increase the amount of creatives in the campaign
Sales representatives are 7x more likely to have a meaningful conversion with leads if they respond within the first hour.
True
False
How would you define Demand Generation?
Demand Generation happens at the last stage of the marketing funnel, where the main goal is to collect their contact information
Demand Generation happens at an earlier stage in the marketing funnel, where the main goal is to drive brand awareness
Demand Generation happens at an earlier stage in the marketing funnel, where the main goal is to warm up your potential buyer rather than get their details
Demand Generation happens throughout the marketing funnel, where the main goal is to drive engagement
According to LinkedIn, how many members drive business decisions?
Two out of five
One out of five
Three out of five
Four out of five
Five out of five
Which Ad Formats support Lead Gen Forms? Select all that apply.
Follower Ads
Single Image Ad
Message Ads
Event Ads
What is lead scoring?
It's the amount of money you spend on a lead
It's how customers value the relevance of your ads
It's a way of ranking leads to determine their sales readiness
===
The retargeting audience LinkedIn creates automatically excludes conversions.
True
False
A LinkedIn Marketing Partner can help you create a lead gen model.
False
True
LinkedIn's campaign objectives support which stages in the marketing funnel? Select all that apply.
Consideration
Loyalty
Conversions
Attrition
Awareness
Thomas is exploring marketing automation tools. What are some of the benefits? Select all that apply.
Helps streamline reporting
Help automate repetitive tasks and processes
Personalize messages and content
Helps make campaign optimizations
Sends emails on your behalf
Which tactics can you use to drive leads and track conversions? Select all that apply.
Offline Conversions
Conversion Tracking
Lead Gen Forms
Event Ads
Follower Ads
---
Which ad format lets you edit some Lead Gen Form fields in an active campaign?
Sponsored Messaging
Sponsored Content
Both Sponsored Content and Sponsored Messaging
What should you do if you're seeing high engagement rates but low conversion? Select all that apply.
Test Lead Gen Forms
Review the landing page
Review campaign demographics
Ensure you have a clear call to action on the creative
LinkedIn offers Frequency Reporting to help you balance between ad redundancy and exposure.
False
True
Thought leadership content can earn decision makers' trust, influencing them to… Select all that apply.
Purchase a new product or service from the organization that they had not previously considered buying
Award business to the organization responsible
Decide to increase the amount of business they did with the organization
None of these
Invite the organization (which was not under consideration) to bid on a project
In marketing, the terms 'Demand Generation' and 'Lead Generation' are interchangeable.
False
True
Jenny wants to improve brand sentiment. According to LinkedIn, which leading metrics should she consider? Select all that apply.
Video views
Social engagements (likes, shares, comments)
Reach
Clicks
Frequency
In order to download leads, you would need the following access… Select all that apply.
Only Viewer access on the ad account
Viewer access or higher on the ad account and Lead Gen Form access on the LinkedIn Page
Designated Admin on the LinkedIn Page and Viewer access or higher on the ad account
Only Designated Admin on the LinkedIn Page
Only Lead Gen Form access on the LinkedIn Page
Santosh wants to understand who is visiting his website to make his brand awareness campaigns more effective. What should he leverage? Select all that apply.
Audience Expansion
Lookalike Audiences
LinkedIn Insight Tag
Audience Insights
Sherry installed the LinkedIn Insight Tag to help her be more effective in reaching the buying committee. Why is this useful?
The LinkedIn Insight Tag helps Sherry reengage website visitors by retargeting them through LinkedIn Ads
The LinkedIn Insight Tag is reporting tool that targets decision makers so it helps Sherry reach the right audience
The LinkedIn Insight Tag allows Sherry to follow a specific audience on LinkedIn
Anika wants to reach a broad audience for her brand awareness campaign. Which targeting methods should she explore? Select all that apply.
Use website demographics data to target the buying committee
Leverage company list targeting
Use the LinkedIn Audience Network to reach professionals on mobile apps and websites beyond LinkedIn
According to LinkedIn, what are the main reasons why marketers run into difficulty driving leads and conversions? Select all that apply.
Prioritizing lead quantity over quality
Failing to post on LinkedIn every day
Failing to own their brand
Engaging in the wrong way
Do you need to know how your company defines a sales conversion prior to launching a lead generation campaign?
Yes, it will help identify which action you need someone to take from a lead gen campaign, whether it's registering for an event or opening an account
No, that is something you figure out by testing different lead gen campaigns
Maybe, sometimes it's necessary to figure it out later on in the process
How many times will we show members an ad from the same company page within a 48-hour period?
- Up to 2
- Up to 5
- Up to 3
- Up to 4
When you are setting up your retargeting audience, you should add as many targeting layers as possible to narrow it down.
- True
- False
No matter how low your CPL is, if you generate higher quality leads, these will be more likely to convert, which means higher ROI in the long-run.
- False
- True
Allison is trying to understand who she should be targeting with her new brand campaign. To get some inspiration, which of the following should she look at?
- Campaign Demographics in Campaign Manager
- The Insight Tag
- Website Demographics in Campaign Manager
Anika wants to reach a broad audience for her brand awareness campaign. Which targeting methods should she explore? Select all that apply.
- Use LinkedIn Audience Network to reach professionals on mobile apps and websites beyond LinkedIn
- Use AND targeting to target more attributes
- Use website demographics to target the buying committee Leverage company list targeting
A company wants to distribute its latest white paper and gather prospects’ data. They create an ad with a form, targeting key decision makers. Which type of campaign are they running?
- Brand awareness campaign
- Demand generation campaign
- Lead generation campaign
Sherry installed the LinkedIn Insight Tag to help her be more effective in reaching the buying committee. Why is this useful?
- The LinkedIn Insight Tag is reporting tool that targets decision makers so it helps Sherry reach the right audience
- The LinkedIn Insight Tag allows Sherry to follow a specific audience on LinkedIn
- The LinkedIn Insight Tag helps Sherry see Website Demographics of her landing page so she can refine her ad targeting
All three stages in the funnel (Awareness, Consideration, Conversion) are important when planning brand-building campaigns.
- True
- False
Why is it important that both marketing and sales are aligned when it comes to ABM? Select two.
- Because they should both focus mainly on converting
- Because they should collaborate in defining the attributes that constitute a target account and the efforts to get them
- Because they should both focus mainly on targeting the right people
- Because they share the same end goal
When repurposing content from other platforms, no editing is usually required.
- True
- False
Ana is seeing a high CTR but a low conversion rate in her campaign. How can she improve this?
- Improve the conversion process on her website
- Revise her targeting settings
- Revise her creative in order to increase her CTR
- Discard use of website conversions, as it is not compatible with her company
How long will a website retargeting audience take to build, on average?
- Once you reach 300 members, it will depend on your website traffic
- Less than 24h
- Less than 48h
What is considered long-form content?
- Content containing 2,000 words
- Content containing less than 500 words
- Content containing at least 3,000 words
- Content containing 1,000 words
Alexander wants to see if he is driving the buying committee to his company’s website. How would he be able to see that data? Select all that apply.
- Post a survey on his LinkedIn Page
- Install the LinkedIn Insight Tag on his website
- Leverage the LinkedIn Audience Network to reach people on LinkedIn
- Use Website Demographics to examine the Industry, Job Function, and Seniority
Brand strategies build mental availability with future buyers.
- False
- True
LinkedIn is the ideal platform for your lead generation goals because of its… Select all that apply.
- Intent-driven audience
- Professional environment
- Relevant engagement
What are the steps involved in brand building? Select all that apply.
- Review results to optimize ROI
- Create content that resonates
- Target a broad audience
- Plan the customer journey
Reach Optimization must be enabled to see forecasted results, for both reach and frequency.
- True
- False
Rafael is finalizing his creative for his advertising campaign. Which best practice should he follow?
- Use bold, complementary colors and shapes
- Use text with at least 200 characters
- Avoid using people in the images
- Include at least 2 messages in the ad
What is the 95-5 rule?
- 95% of marketers are driving brand awareness
- 95% of buyers are out-of-market at any given time
- 95% of buyers are in market at any given time
- 95% of brands have a brand strategy
LinkedIn’s B2C audience has three times the buying power of an average web audience.
- False
- True
Creating and distributing valuable thought leadership content to the right audiences is at the heart of driving brand awareness on LinkedIn.
- True
- False
According to LinkedIn, how much of the buyer’s purchase journey is completed before contacting the vendor?
- 33%
- 50%
- 90%
- 72%
Serena’s lead gen campaign has been live for a few months and she is reporting on the results. She wants to know how she is performing. Which metrics in the Campaign Manager does LinkedIn recommend Serena reviews? Select all that apply.
- Cost per lead (CPL)
- Number of leads
- Average click-through rate (CTR)
Stronger brands experience more sensitivity to their pricing.
- False
- True
Which of the following are best practices for strong thought leadership content?
- Offer new perspectives and insights to existing challenges
- Talk about what everyone else is talking about
- Emphasize selling your products
- Present facts with minimal insight or opinion
Mackenzie wants to improve frequency for her brand awareness campaign. How many ad creatives should she run, according to LinkedIn?
- 6 to 7
- 2 to 3
- None of the above
- 4 to 5
Which is not a LinkedIn best practice for lead generation targeting?
- Use Lookalike Audiences
- Include your own company
- Avoid hyper targeting
- Set up different campaigns and approaches
- Use Contact and Account targeting
Which of the following sentences is true about Conversion Tracking?
- It reports on Lead Gen Form activity
- It only performs well when tracking actions on specific landing pages
- It requires the Insight Tag to work
Which of the following best describes Conversion Tracking?
- A tool that can be used on brand awareness campaigns to look at engagement levels
- An analytical function that gathers insights into post-click and view-through conversions of your LinkedIn ads campaigns
- A tool that tracks conversions within the LinkedIn environment
- A marketing strategy that seeks to increase number of leads
Juan wants to track website demographics. Which does he need to do?
- Run display ads
- Leverage message ads
- Add the LinkedIn Insight Tag
- Set up a LinkedIn Page
When it comes to converting your audience into customers, what works best?
- Exposing them to both branding and acquisition activities
- Exposing them mainly to branding activities
- Exposing them mainly to acquisition activities
Which of the definitions best describes brand awareness campaigns?
- They are conversion-based campaigns to move more relevant target audiences through your funnel
- They are impression-based campaigns to maximize your reach of relevant target audiences at the top of the funnel
How would you best approach your campaign’s reach for lead generation?
- Hyper target so that you make sure you are reaching the right audience
- Target broadly so that you make sure as many people as possible see your ad
- Start broad and narrow down your audience as you analyze results
There is no average web conversion rate because this metric will normally depend on… Select three.
- User interface
- Type of ad
- Speed
- Website design
If you detect that your CTR is underperforming, what can you do to improve it?
- You could try changing your targeting filters
- You could try to improve your images and text so that they attract more people
- You could increase your budget so that it reaches more people
How does LinkedIn help you with account-based marketing (ABM)? Select all that apply.
- It helps you get closer to decision makers within your target companies
- It ensures your brand is present and prepared to help during each stage of the funnel
- It combines LinkedIn’s first-party data with your account lists
- It automatically provides you with a list of accounts that match your area of expertise
Sara’s lead gen campaign has been live for a few months now and she is reporting on the results. She wants to know how her website conversions are doing. On Campaign Manager, what would be the key metric that will help her measure her performance?
- Conversion rate
- Clicks
- View conversions
Wati is exploring using LinkedIn Audience Network to drive brand awareness. Would this be a good idea?
- Yes, LinkedIn Audience Network helps marketers expand their targeting on LinkedIn
- No, LinkedIn Audience Network can limit your performance across advertising objectives
- Yes, LinkedIn Audience Network helps marketers reach targeted professionals across multiple touch points and in different environments
- No, LinkedIn Audience Network narrows a marketers targeting
It is not possible to select brand awareness as a specific campaign objective in Campaign Manager.
- False
- True
Daniel has decided to integrate his Lead Gen Form with his CRM system. How will this affect him?
- He will be able to take action on his leads quickly
- All his leads will be stored in Campaign Manager for up to 30 days
- He will have to start downloading his lead lists manually
When do you implement your privacy policy URLs during the campaign process?
- Before creating your Lead Gen Form
- During the set-up of your Lead Gen Form
- Once your Lead Gen Form is created
To obtain the members’ specific consent, you must manually enable one or more custom checkboxes during form creation.
- False
- True
When setting up Conversion Tracking on your website, what is a Conversion Window?
- The amount of time your audience spend on your website
- The timeframe within which conversions will be attributed to your LinkedIn ad
- The amount of times your audience clicks on your ad
Brand equity improves… Select all that apply.
- Pricing power
- Category security
- Customer experience
- Competitive advantage
Getting your prospects’ contact details is a priority when you are running a demand generation campaign.
- False
- True
Joanne wants to improve brand sentiment. According to LinkedIn, which leading metrics should she consider? Select all that apply.
- Social engagements (likes, shares, comments)
- Clicks
- Video views
- Frequency
- Reach
Which lead gen campaign would you consider more successful?
- One that shows a higher ROI (return on investment)
- One that shows the lowest CPL (cost per lead)
When it comes to retargeting for lead gen, which is considered a best practice for audience size and scale?
- 50K+ for open not submitted in the past 60 days
- 1K+ for open not submitted in the past 90 days
- 50K+ for video in the past 30 days
On a LinkedIn post, when is the copy truncated?
- 120 characters
- 150 characters
- 200 characters
- 100 characters
The lead score increases as you learn more about how your audience engages with your website and your marketing activities.
- False
- True
LinkedIn recommends having 2 to 3 ad creatives to improve frequency.
- True
- False
Vijeeth is launching a campaign, focused on brand awareness. Which leading metrics should he use? Select all that apply.
- Frequency
- Conversions
- Video views
- Reach
- Impressions
You need to install the Insight Tag on your website to be able to use the Website Demographics tool.
- True
- False
In your LinkedIn Campaign Manager, which marketing goal should you choose if you are looking to generate leads?
- Brand awareness
- Consideration
- Conversion
Which of the following steps are important before scoring your leads? Select three.
- Align Sales and Marketing
- Set up your marketing automation system
- Make sure you know your CPL
- Determine your ideal persona
For Lead Gen Form campaigns, conversion actions can be added to a campaign via:
- Either by editing campaign details or by adding the campaign name when creating the conversion action
- By adding the campaign name when creating the conversion action
- Only via ‘Edit campaign details’
What percentage of decision makers say that thought leadership can be effective in influencing their purchasing decisions?
- 29%
- 49%
- 19%
- 39%
If you find you are getting a high CTR but a low completion rate, what could you do to improve it?
- Rethink your strategy and go backwards in the funnel
- Revise your form and make sure that it is easy to fill in
- Revise your creative
- Change your CTA
Which of the following criteria would you consider demographic traits? Select three.
- Job title
- Job function
- Registering for an event or webinar
- Requesting certain types of content
- Industry
- Signing up for a free trial
When setting up your retargeting campaign, converters will be excluded automatically.
- False
- True
When setting your campaign’s targeting, the audience count will include members from Audience Expansion when Audience Expansion is enabled.
- True
- False
How does LinkedIn define ‘mental availability’?
- The amount of space someone has to dedicate to a topic
- The degree to which someone is paying attention to your brand
- The likelihood that a customer will think of your brand in a buying scenario
- The time someone dedicates to learning about your brand
Reach Optimization is only available with the max delivery bidding option.
- False
- True
What are the greatest drivers of growth in B2B and B2C? Select all that apply.
- Use messaging forms, including ads, product messaging, and thought leadership
- Target a specific senior leader at a company
- Target a broad audience
- Rely solely on thought leadership to build brand equity
Kai is creating thought leadership content. According to LinkedIn, which best practices should he follow? Select 2.
- Demonstrate product expertise
- Offer elementary insights
- Leverage the different organic and paid ad formats within LinkedIn
- Add new perspectives
What are some key advantages of using Data Integrations with LinkedIn marketing partners? Select all the apply.
- Marketing partners can help you standardize the information you receive and append more information onto your LinkedIn leads
- They allow you to create Matched Audiences on LinkedIn from email addresses from your CRM platform
- Automating the delivery of your lead directly into the sales or marketing platform of your choice
Nicolas wants to use data about his website visitors to create targeted ads on LinkedIn. Which tool should he use?
- The Conversion Tracking Tool
- Campaign Demographics
- Website Demographics
To create brand awareness on LinkedIn, which type of campaigns are recommended?
- Organic and paid campaigns
- Paid campaigns only
- Organic activity only
When setting up Conversion Tracking, what is the Attribution Model?
- It’s the tag you need to install in order to track conversions
- It’s a tab that allows you to measure the performance of your campaign
- It’s how each ad interaction is credited for a conversion
When working with LinkedIn marketing partners, if you don’t see your CRM or marketing automation platform listed:
- It won’t be possible to integrate your data
- You can download a CSV file and manually upload it to your database
- You will have to use a different Marketing Automation platform
Alice has not yet associated her Lead Gen Form with an ad in an active campaign. What would she be able to edit?
- Language and target audience
- All fields except the form language
- All fields except her creative
- She can’t edit any fields
For custom questions in your Lead Gen Form, the best type of question is one where…
- Members fill in an answer
- Members can choose from a dropdown menu
Once you have your leads, how can you attribute them to a specific campaign or update? Select two.
- By downloading a report by ad performance or campaign performance
- By selecting all active campaigns and breaking down the data by source
- By clicking into the individual campaign in the Campaign Manager and breaking down the lead data by update
Lead Gen Forms are supported by the following ad formats. Select all that apply.
- Carousel Image Ads
- Conversation Ads
- Video Ads
- Single Image Ads
- Spotlight Ads
The number of fields on a Lead Gen Form should ideally be:
- At least 5
- Fewer than 5
- At least 7
- Between 2 and 3
Which type of access would you need to download leads?
- Viewer access only
- Designated Admin OR Lead Gen Forms Manager access on the LinkedIn Page
How can you use the Insight Tag to help your brand awareness strategy? Select three.
- Upload contact lists to use in targeting campaigns
- Compare different pages to learn which kinds of content resonate with different audiences
- Automatically repost content from your website onto your LinkedIn Page
- Gain valuable audience insights—like job titles, company names, and industries—using accurate professional data
- Use insights about your website visitors to create targeted ads
Conversion value is…
- The dollar amount which is given to each conversion
- The score you give a lead
- The amount invested in an entire conversion campaign
- The amount a customer spends on his/hers first purchase
Lead scoring is a methodology used for:
- Tracking how your leads interact with your ads
- Ranking leads according to their sales-readiness
- Defining your ideal buyer persona
- Getting leads at scale
What would be a good first step before you design your targeting strategy?
- Hyper target to start with a small audience
- Discard LinkedIn’s data and leverage only your own contact lists
- Integrate your data with LinkedIn’s data
In order to use Website Retargeting, you will have to install the Insight Tag.
- True
- False
Which tactics would you use in order to get leads via LinkedIn Marketing Solutions? Select all that apply.
- Conversion Tracking
- Brand awareness
- Lead Gen Forms
How many different creatives should your campaigns have?
- Fewer than 2
- At least 4-5
- 2-3
If you want to track PDF downloads instead of a thank-you page, what should you use?
- Standard Insight Tag
- Event-specific (“on-click”) image pixel
Peter’s ads are driving leads, but don’t seem to be turning into SQLs or closed opportunities. What should he do?
- Increase his ad spend
- Launch a bigger campaign
- Nurture his audience using a mix of ungated content
Mallory is tracking her brand awareness campaign. What should she focus on to demonstrate the impact of her brand awareness investment? Select all that apply
- Install the LinkedIn Insight Tag to her website to see more demographics
- Leverage her LinkedIn Conversion Tracking tool
- Check engagement and click-through rate
Phuong is creating her brand awareness campaign. Which stage in the funnel should she focus on?
- Conversion
- Awareness
- All of the above
- Consideration
- None of the above
In order to use Lead Gen Forms, you must first install Insight Tag.
- False
- True
Having a high CTR usually means you get a high number of submitted forms.
- True
- False
When setting up your conversions, you can select how each ad interaction is credited for a conversion across multiple campaigns. The attribution model can be set to each campaign or a single campaign.
- False
- True
Mei-Ling is creating thought leadership content to help with her brand awareness. Which tips does LinkedIn recommend? Select 3.
- Leverage organic and paid channels
- Add more white noise
- Add new perspectives
- Keep it timely and brief
According to LinkedIn, what are the four Thought Leadership Personas? Select all that apply.
- Visionary
- Guide
- Evangelist
- Coach
- Mentor
- Professor
In what ways does LinkedIn help you retarget your audience? Select all that apply.
- Retarget your website visitors that have not completed your desired action
- Retarget the audience segments who have shown the least interest in your ads
- Retarget those who have viewed your video ad, whether completely or partially
- Retarget those who have shown an interest by opening or submitting a Lead Gen Form
Why would you use Audience Expansion?
- To target audiences with similar attributes to your audience
- To target audiences outside of your website demographics
- To target audiences with different attributes than your target audience
Andrea is creating a 1,000 word blog post. Which type of content is this considered to be, according to LinkedIn?
- None of the above
- Long-form content
- Short-form content
- Mid-form content
A lead scoring model has different components that can be selected based on activity or demographics.
- True
- False
Lead gen and demand gen are two ways of saying the same thing.
- True
- False
Jean-Paul is about to launch a retargeting campaign using Lead Gen Forms. As he is setting up his audience, which segments could he consider excluding?
- Those who have opened and submitted his form
- Those who have already opened his form
- Those who have viewed his ads already
Depending on the duration of your campaign, it is good practice to refresh your Lead Gen Form to help you optimize the data you’re collecting based on lead quality feedback from your team.
- False
- True
Which of the following questions might you ask yourself in order to establish what is important while evaluating lead quality? Select five.
- What is the minimum criteria a lead must pass to become a customer?
- How long is the sales cycle of a valuable lead vs. a low-scoring lead?
- What does a successful customer journey look like?
- How can I reduce my cost per lead?
- What qualities do your current customers have in common?
- What is the lifetime value or average spend of a valuable lead?
Alexander is running a lead gen campaign and has decided to offer a free demo as a way of driving leads. However, so far, no-one seems to be interested. What could Alexander improve to achieve his goal? Select all that apply.
- He should make sure he is consistent and always offer free trials or demos in his ads
- He should review and diversify his content mix
- He should try to understand what his audience’s needs are and provide his content accordingly
- He should prioritize getting his sales team to talk to his audience as soon as possible
Sara is starting to build her brand awareness campaign. Which ad formats should she consider? Select all that apply.
- Conversation Ads
- Lead Gen Forms
- Video Ads
- Single Image Ads
Lucas wants to share thought leadership content on LinkedIn. He should repurpose existing content distributed on other platforms.
- False
- True
Decision makers tend to be interested in thought leadership content that is timely and brief.
- True
- False
According to LinkedIn, brand lift measures the impact your customer service has on how your brand is perceived.
- True
- False
A successful lead gen campaign is one that gets you the highest amount of leads, regardless of whether they convert or not.
- True
- False
When measuring brand lift on LinkedIn, test results and statistical strength can continue to fluctuate for how many days after your scheduled end date?
- Up to 10 days
- Up to 5 days
- Up to 15 days
- Up to 20 days
Which ad type is not recommended by LinkedIn for brand awareness campaigns?
- Message Ads
- Video Ads
- Carousel Ads
- Single Image Ads
- Text Ads
Brand equity requires the company to build mental availability.
- False
- True
Afiya is measuring brand lift for her LinkedIn campaign. What happens when she sets up a lift test? Select 2.
- Set up brand surveys that appear 1 to 7 days after an ad impression and are distributed to members in both groups
- Use Reach and Frequency as her leading metrics
- Split her target audience into 2 groups for the duration of the brand lift test: control and test groups
- Split her target audience into 3 groups: Control, Test Group 1, Test Group 2
- Set up brand surveys that appear 1 to 7 days after an ad impression and are distributed to only the test group
Alice wants to redirect intent-driven members to her content to convert them into customers. Which of the following actions would you recommend?
- Retarget people who have watched at least 25% of her short video ad with a Lead Gen Form
- Wait for her prospects to take action on her website in order to retarget them
- Retarget people who have watched 75% of her short video with a Lead Gen Form
Which assets do you need when creating an ad with a Lead Gen Form? Select all that apply.
- Form details
- Ad creative
- Confirmation message
- A personalized call-to-action message for each lead
Ji-Won has a small audience size in his forecasting tool. Which LinkedIn targeting features can he use to expand his audience size? Select all that apply.
- Saved audiences
- Audience expansion
- Lookalike audiences
- LinkedIn Audience Network
In order to create your Lead Gen Form, including a Privacy Policy URL is:
- Optional
- Mandatory
- It depends on the country
According to LinkedIn, how many people on average are involved in each B2B purchase decision?
- 4.6
- 1
- 6.8
- 2.5
Scott is focused on building his company’s brand. What should he focus on? Select all that apply.
- Target a specific senior leader at a company
- Target a broad audience
- Rely solely on thought leadership to build brand equity
Building your Lead Gen Form and video retargeting audience may take up to:
- 48h
- 24h
- 72h
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