Scenario: Your business wants to advertise to a local audience. Which targeting strategy should you use?
Retargeting
Contextual targeting
Behavioral targeting
Demographic targeting
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HubSpot Digital Advertising Certification Answers
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.
HubSpot Digital Advertising Certification Answers
Some questions:
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
Promote generic, unbranded content
Direct someone to a pricing page
Include discounts to encourage immediate purchase
Help your buyer persona solve their problem
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
Promote generic, unbranded content
Direct someone to a pricing page
Include discounts to encourage immediate purchase
Help your buyer persona solve their problem
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
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
“Different types of dog food”
“How to teach a dog to sit”
“Best animal rescues near me”
“PetSpot animal supplies”
Sustainability
Ethical sourcing
Free shipping
Charitable donation
All of the above
ideas
historical performance
target audience
conversion path
Earned media
Owned media
Social media
Paid media
an efficient CPA
an inefficient CPA
a big advertising budget
a small advertising budget
Contextual targeting
Demographic targeting
Audience targeting
Behavioral targeting
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
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
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
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
Behavioral targeting
Audience targeting
Retargeting
Demographic targeting
Focus on value
Use simple language
Include conversational CTAs
Use acronyms
“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.”
brand awareness
engagement
sales
lead generation
views
sales
brand awareness
lead generation
engagement
sales
views
lead generation
True
False
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
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
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
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
Quality
Engagement
Conversion
Relevance
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
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
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
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
An accounting firm
A fashion brand
A marketing technology company
A government agency
Story ads
Image ads
Sponsored messages
AR lenses
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
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
phrase
negative
exact
broad
A negative keyword
A phrase keyword
A broad match modifier
A phrase match modifier
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
+smart tv
-smart tv
[smart tv]
“smart tv”
/
^
+
–
/
^
+
–
Questions
Keywords
A call-to-action
Analogies
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
Take up more space in the SERPs
Improve click-through rate
Provide more value to potential customers
All of the above
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
HTTP cookies
virtual reality
machine learning
ad tracking
Advertising platform
Demand-side platform
Keyword manager
Targeted advertising manager
UTM parameters
Tracking pixels
HTTP cookie
Demographic targeting
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
First and last
First-touch
Linear
Simple decay
Linear
First-touch
Last interaction
Simple decay
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
Creative
Audiences
Landing pages
All of the above
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
$2.50
$5
$7.50
$10
CPC
Reach
CPM
ROAS
paid; not paid
for ecommerce only; for all businesses
more targeted; less targeted
unhelpful; helpful
Weekly
Monthly
Quarterly
Annually
New advertising channels that you haven’t advertised on before
Brand campaigns across advertising channels
Video production
Proven efforts that drive your main KPIs
Maximize conversions
Maximize views
Target ROAS
Target CPA
contextual
demographic
audience
behavioral
Contrasting colors
Seasonal theme
The rule of thirds
None of the above
The rule of thirds
Contrasting colors
Seasonal theme
None of the above
Lead ads
Message ads
Video ads
Search ads
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
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
In the subscriptions bar
In the search results
Before a video
During a video
Lead generation
Sales
Brand awareness
Conversions
broad
exact
specific
negative
negative
phrase
broad
specific
wall art
“wall art”
wall +art
-wall art
True
False
2
3
5
All that are available
As many as many as make sense for your business
Demand-side platform
Data management platform
Advertising platform
Supply-side platform
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
HTTP cookie
Behavioral targeting
Tracking pixels
Tracking URLs
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
False
Retargeting
Contextual targeting
Behavioral targeting
Demographic targeting
True
False
Engagement
Website clicks
Sales
App downloads
Campaigns, ad groups, keywords
Ad groups, campaigns, keywords
Keywords, campaigns, ad groups
Keywords, ad groups, campaigns
Not targeted
Disruptive
Hidden
Inexpensive
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
Pixel-based retargeting
List-based retargeting
Contextual targeting
Behavioral targeting
HubSpot Digital Advertising Certification Answers
By vmartinez
Scenario: Your business wants to advertise to a local audience. Which targeting strategy should you use?
Retargeting
Contextual targeting
Behavioral targeting
Demographic targeting
By vmartinez
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
By vmartinez
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
or
By vmartinez
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
By vmartinez
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
By vmartinez
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