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: https://training.marketing.linkedin.com/marketing-strategy-exam

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

 

 

Questions:

 

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.

• Bring a human element
• Offer fresh perspectives
• Leverage different paid ads LinkedIn has to offer
• Align the company’s brand and leadership voices

 

Demand gen campaigns should be carried out…

• Before lead gen campaigns
• After lead gen campaigns

 

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
• Follower growth
• Number of posts and follower growth
• None of these

 

Can you require someone provides their work email address in a Lead Gen Form?

• 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
• Yes, you can add a note that only work email addresses will be contacted
• No, they can provide any type of email address in the form

 

LinkedIn offers Frequency Reporting to help you balance between ad redundancy and exposure.

• False
• True

 

95% of buyers are out of market at any given time.

• True
• False

 

Vijeeth is launching a campaign, focused on brand awareness. Which leading metrics should he use? Select all that apply.

• Impressions
• Video views
• Conversions
• Frequency
• Reach

 

What is maximum delivery bidding strategy?

• The maximum delivery bidding strategy automatically increases your bid to the maximum amount
• 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

 

Which ad format lets you edit some Lead Gen Form fields in an active campaign?

• Both Sponsored Content and Sponsored Messaging
• Sponsored Content
• Sponsored Messaging

 

What are the key advantages of using LinkedIn for Conversion Tracking? Select all that apply.

• More leads
• More complete metrics
• Deeper Insights
• Stronger ROI

 

Joanna is running 4 creatives in one campaign but her client questioned the frequency rate. What should Joanna do?

• Select Audience Expansion
• Check LinkedIn’s Frequency Report
• Reduce the amount of creatives in the campaign
• Increase the amount of creatives in the campaign

 

According to LinkedIn, how many members drive business decisions?

• Three out of five
• Four out of five
• Two out of five
• Five out of five
• One out of five

 

How would you define Demand Generation?

• Demand Generation happens at an earlier stage in the marketing funnel, where the main goal is to drive brand awareness
• Demand Generation happens throughout the marketing funnel, where the main goal is to drive engagement
• 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 warm up your potential buyer rather than get their details

 

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 30,000
• At least 10,000
• 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 drive brand awareness
• Lead Generation happens throughout the marketing funnel, where the main goal is to drive engagement
• 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 a later stage in the marketing funnel, where the main goal is to collect their contact information

 

Define a Marketing Qualified Lead (MQL).

• The estimated customer base available
• The number of contacts received through forms
• A person who is more likely to become a customer
• A sales person who identifies leads

 

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 steps involved in brand building? Select all that apply.

• Plan the customer journey
• Target a broad audience
• Review results to optimize ROI
• Create content that resonates

 

Stronger brands experience more sensitivity to their pricing.

• True
• False

 

How many website visitors do you need to activate a Website Retargeting campaign?

• There is no minimum
• At least 100 visitors
• At least 900 visitors
• At least 500 visitors
• At least 300 visitors

 

A lead scoring model has different components that can be selected based on… Select all that apply

• Activity
• Demographics
• Seasonality

 

In order to download leads, you would need the following access… Select all that apply.

• Only Lead Gen Form access on the LinkedIn Page
• Designated Admin on the LinkedIn Page and Viewer access or higher on the ad account
• Only Viewer access on the ad account
• Viewer access or higher on the ad account and Lead Gen Form access on the LinkedIn Page
• Only Designated Admin on the LinkedIn Page

 

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.

• Use Audience Insights to examine the Industry, Job Function, and Seniority
• Install the LinkedIn Insight Tag on his website
• Leverage the LinkedIn Audience Network to reach people on LinkedIn
• Post a survey on his LinkedIn Page

 

According to LinkedIn, anyone who watches at least 50% of your video ad is ready to be retargeted.

• False
• True

 

Phuong is creating her brand awareness campaign. Which stage in the funnel should she focus on?

• All of these
• Awareness
• Conversion
• Consideration
• None of these

 

According to LinkedIn, what are the top considerations for a successful brand awareness campaign?

• All of these
• Build long-term relationships to account for the longer buying cycle
• Create compelling thought leadership content
• Target broadly to reach the full buying committee
• Use a mix of ad formats

 

Amanda wants to increase website visitors. What should she explore? Select all that apply.

• Use only Single Image Ads
• Explore a mix of ad types to bring the company’s story to life, such as Single Image and Video Ads
• Retarget those who engaged with her other ad

 

Why would you use Audience Expansion?

• To target audiences with different attributes than your target audience
• To target audiences with similar attributes to your audience
• To target audiences outside of your website demographics

 

When should I use a Lead Gen Form?

• When I want to drive event awareness
• When I want to track conversions on my website
• When I want to attract leads on LinkedIn
• When I want to track conversions in the real world

 

Reach Optimization is only available with the max delivery bidding option.

• True
• False

 

Rafael is finalizing his creative for his advertising campaign. Which best practice should he follow?

• Use text with at least 200 characters
• Include at least 2 messages in the ad
• Avoid using people in the images
• Use bold, complementary colors and shapes

 

Banisha wants to understand her customers’ business priorities. Which ad type would help her gather those insights?

• Message Ads
• Text Ads
• Video Ads
• Carousel Ads
• Single Image Ads

 

What percentage of decision makers say that thought leadership can be effective in influencing their purchasing decisions?

• 39%
• 19%
• 29%
• 49%

 

When setting up Conversion Tracking on your website, what is the conversion window?

• The timeframe within which conversions will be attributed to your LinkedIn ad
• The number of times your audience clicks on your ad
• The amount of time your audience spends on your website

 

Your lead gen scoring model can be based on…

• Activity
• Activity and demographics
• Demographics

 

Anika wants to reach a broad audience for her brand awareness campaign. Which targeting methods should she explore? Select all that apply.

• Leverage company list targeting
• Use website demographics data to target the buying committee
• Use the LinkedIn Audience Network to reach professionals on mobile apps and websites beyond LinkedIn

 

LinkedIn’s B2C audience has two times the buying power of an average web audience.

• True
• False

 

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.

• Exclude existing customers
• Start with a narrow audience
• Use contact and account targeting

 

According to LinkedIn, brand lift measures the impact your customer service has on how your brand is perceived.

• True
• False

 

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 allows Sherry to follow a specific audience on LinkedIn
• The LinkedIn Insight Tag is reporting tool that targets decision makers so it helps Sherry reach the right audience

 

What should you do if you’re seeing high engagement rates but low conversion? Select all that apply.

• Review the landing page
• Ensure you have a clear call to action on the creative
• Test Lead Gen Forms
• Review campaign demographics

 

How can you use LinkedIn Lead Gen Forms? Select all that apply.

• Encourage white paper downloads
• Provide discounts
• Drive newsletter subscriptions
• Drive event registration

 

According to LinkedIn, what is the most important aspect for a creative to capture someone’s attention?

• Call-to-action
• Imagery
• Copy

 

What immediate result will I get with a Lead Gen Form?

• Multiple: retail purchases, in-bound calls, event attendance, etc.
• Multiple: online purchases, downloads, visits, etc.
• Leads

 

In Campaign Manager, which goals are available to select under the Conversions campaign objective? Select all that apply.

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

 

Javier is setting up a lead generation campaign. How should he approach targeting?

• Test one targeting approach
• Avoid excluding audiences
• Hyper-target to reach the right audience
• Avoid hyper-targeting to expand your audience size

 

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
• Exclude feature
• LinkedIn Audience Network (LAN)
• Audience Expansion

 

What are the benefits of using LinkedIn Lead Gen Forms? Select all that apply.

• Add Lead Gen Forms to any ad type
• Generate high-quality leads at scale
• Access and manage your leads easily with LinkedIn Marketing Partners
• Track metrics to prove the ROI of your campaigns

 

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

• Check engagement and click-through rate
• None of these
• Leverage her LinkedIn Conversion Tracking tool
• Install the LinkedIn Insight Tag to her website to see more insights

 

When should I use Conversion Tracking?

• 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
• When I want to track conversions on my website

 

According to LinkedIn, objective-based optimization is activated when you focus on maximum delivery and select reach or video views as an optimization goal.

• True
• False

 

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.

• Start small with a singular audience
• Start with Single Image Ads
• Use multiple ad formats
• Target a broad audience

 

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
• Engaging in the wrong way
• Failing to own their brand

 

Reach Optimization must be enabled to see forecasted results for both reach and frequency.

• False
• True

 

Which tactics can you use to drive leads and track conversions? Select all that apply.

• Lead Gen Forms
• Event Ads
• Follower Ads
• Conversion Tracking
• Offline Conversions

 

In marketing, the terms ‘Demand Generation’ and ‘Lead Generation’ are interchangeable.

• False
• True

 

All three stages in the funnel (Awareness, Consideration, Conversion) are important when planning brand building campaigns.

• False
• True

 

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.

• Align with her sales team on the audience demographic
• None of these
• Change the Lead Gen Form
• Review the campaign’s targeting
• Deselect Audience Expansion

 

According to LinkedIn, on average how many pieces of content does someone see prior to being in-market?

• 7 to 10
• 3 to 5
• 11 or more
• 5 to 7

 

Ravi wants to collect leads with the most efficiency, what objective should he use?

• Website conversions
• Website visits
• Lead generation
• Engagement

 

Thomas is exploring marketing automation tools. What are some of the benefits? Select all that apply.

• Sends emails on your behalf
• Personalize messages and content
• Helps streamline reporting
• Helps make campaign optimizations
• Help automate repetitive tasks and processes

 

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.

• LinkedIn Audience Network
• Audience Expansion
• Saved audiences

 

When creating a Lead Gen Form, you can use any type of URL.

• False
• True

 

Brand equity improves… Select all that apply.

• Customer experience
• Pricing power
• Category security
• Competitive advantage

 

According to LinkedIn, how much of the buyer’s purchase journey is completed before contacting the vendor?

• 33%
• 50%
• 72%
• 90%

 

On a LinkedIn post, when is the copy truncated?

• 120 characters
• 100 characters
• 150 characters
• 200 characters

 

What are some ways you can set up a successful lead scoring model? Select all that apply.

• Determine your ideal buyer persona
• Ensure your sales and marketing teams are aligned
• Set up an integration with your marketing automation system

 

What are the benefits of targeting broadly? Select all that apply.

• Reaching buyers across all functions of the buying committee
• Reaching buyers of various seniority levels
• None of these
• Reaching both in-market and out-of-market buyers

 

Members exposed to both brand and acquisition messaging on LinkedIn are over 6x more likely to convert.

• True
• False

 

The retargeting audience LinkedIn creates automatically excludes conversions.

• False
• True

 

When should I use Offline Conversions?

• When I want to drive event awareness
• When I want to get leads on LinkedIn
• When I want to track conversions on my website
• When I want to track conversions in the real world

 

According to LinkedIn, brand awareness campaigns can also improve hiring.

• False
• True

 

What is lead scoring?

• It’s how customers value the relevance of your ads
• It’s the amount of money you spend on a lead
• It’s a way of ranking leads to determine their sales readiness

 

Mackenzie wants to improve frequency for her brand awareness campaign. How many ad creatives should she run, according to LinkedIn?

• 2 to 3
• 4 to 5
• 6 to 7
• None of these

 

Which Ad Formats support Lead Gen Forms? Select all that apply.

• Message Ads
• Single Image Ad
• Event Ads
• Follower Ads

 

Brand strategies build mental availability with future buyers.

• False
• True

 

Do you need to know how your company defines a sales conversion prior to launching a lead generation campaign?

• Maybe, sometimes it’s necessary to figure it out later on in the process
• 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

 

Lead Gen Forms drive 5x higher conversion than landing pages.

• True
• False

 

How many assets do you need when creating your Lead Gen Form?

• Two: ad creative and form
• Three: ad creative, Form, and confirmation (thank you) message
• Three: Form, thank you page, and personalized message

 

What is the 95-5 rule?

• 95% of buyers are in market at any given time
• 95% of brands have a brand strategy
• 95% of marketers are driving brand awareness
• 95% of buyers are out-of-market at any given time

 

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?

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

 

Which of the following funnel stages apply to brand marketing? Select all that apply.

• Expansion
• Awareness
• Conversion
• Frequency
• Consideration

 

A LinkedIn Marketing Partner can help you create a lead gen model.

• False
• True

 

When working with LinkedIn Marketing Partners, if you don’t see your CRM or marketing automation platform listed:

• You will have to use a different marketing automation platform
• You can download a CSV file and manually upload it to your database
• It won’t be possible to integrate your data

 

Kevin wants to measure brand sentiment. What are two ways he could explore through LinkedIn?

• Community management
• Share of voice
• Topic ownership
• Brand lift

 

Rodrigo is creating a Lead Gen Form that includes 5 fields. Does this align with LinkedIn’s best practice?

• No, LinkedIn recommends having 3 or fewer fields
• Yes, LinkedIn recommends having up to 12 fields
• Yes, LinkedIn recommends having 5 or fewer fields
• No, LinkedIn recommends having at least 6 fields

 

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’s not important to share the length of your sales cycle
• It helps LinkedIn optimize future campaigns and closely monitor your ROI

 

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?

• Demand generation campaign
• Brand awareness campaign
• Lead generation campaign

 

What is considered long-form content?

• Content containing 2,000 words
• Content containing less than 500 words
• Content containing 1,000 words
• Content containing at least 3,000 words

 

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 broad audience
• Target a specific senior leader at a company
• Rely solely on thought leadership to build brand equity

 

LinkedIn’s campaign objectives support which stages in the marketing funnel? Select all that apply.

• Loyalty
• Consideration
• Attrition
• Conversions
• Awareness

 

Maria wants to set up a Website Retargeting campaign. What will she need to do before creating a campaign?

• Install the LinkedIn Insight Tag
• Select the campaign objective
• Pick the ad type
• Have a Lead Gen Form on her website

 

Lead scoring is a methodology for ranking leads to determine their sales-readiness.

• True
• False

 

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

 

Wati is exploring using LinkedIn Audience Network to drive brand awareness. Would this be a good idea?

• No, LinkedIn Audience Network can limit your performance across advertising objectives
• No, LinkedIn Audience Network narrows a marketers targeting
• Yes, LinkedIn Audience Network helps marketers reach targeted professionals across multiple touch points and in different environments
• Yes, LinkedIn Audience Network helps marketers expand their targeting on LinkedIn

 

What actions contribute to lead scoring? Select all that apply.

• Requesting certain types of content
• Requested to be contacted by Sales
• Signing up for a free trial
• Registering for an event or webinar

 

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
• LinkedIn Insight Tag
• Audience Insights

 

What type of conversions will I get with Conversion Tracking?

• Leads
• Multiple: online purchases, downloads, visits, etc.
• Multiple: retail purchases, in-bound calls, event attendance, etc.

 

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
• None of these
• Invite the organization (which was not under consideration) to bid on a project
• Decide to increase the amount of business they did with the organization
• Award business to the organization responsible

 

Andrea is creating a 1,000 word blog post. Which type of content is this considered to be, according to LinkedIn?

• Short-form content
• None of these
• Long-form content
• Mid-form content

 

You can edit all fields in a Lead Gen Form even if it’s already assigned to an active campaign.

• True
• False

 

How does LinkedIn define ‘mental availability’?

• The amount of space someone has to dedicate to a topic
• The likelihood that a customer will think of your brand in a buying scenario
• The degree to which someone is paying attention to your brand
• The time someone dedicates to learning about your brand

 

Sara is starting to build her brand awareness campaign. Which ad formats should she consider? Select all that apply.

• Single Image Ads
• Message Ads
• Lead Gen Form
• Video Ads

 

A campaign with the lowest cost-per-click (CPC) will always drive the highest ROI.

• False
• True

 

Before creating an ad in Campaign Manager, what is the first step to creating a lead generation campaign?

• Identify your buying committee
• Identify your target audience
• Identify and define your marketing goal

 

Lead Gen Forms are customizable, prefilled forms that allow members to share their LinkedIn profile data with advertisers.

• True
• False

 

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

 

Brand equity requires the company to build mental availability with the prospective customer.

• 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 5 days
• Up to 15 days
• Up to 10 days
• Up to 20 days

 

Sales representatives are 7x more likely to have a meaningful conversion with leads if they respond within the first hour.

• True
• False

 

According to LinkedIn, which ad type is not recommended for brand awareness campaigns?

• Message Ads
• Carousel Ads
• Single Image Ads
• Text Ads
• Video Ads

 

According to LinkedIn, which three questions should you consider when deciding what the ideal customer looks like? Select three.

• What qualities do your current customers have in common?
• What qualities do attrited customers have in common?
• What does a successful customer journey look like?
• What is the minimum criteria a lead must pass to become a customer?

 

Bidding by video views optimizes for video views. How does LinkedIn define video views?

• The number of playbacks of two or more continuous seconds on a screen at 50% visibility or a click to a call-to-action
• Click on a call-to-action
• The number of playbacks of two or more continuous seconds on a screen at 50% visibility

 

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
• Contact targeting

 

Afiya is measuring brand lift for her LinkedIn campaign. What happens when she sets up a lift test? Select two.

• Set up brand surveys that appear 1 to 7 days after an ad impression and are distributed to members in both groups
• Split her target audience into 2 groups for the duration of the brand lift test: control and test groups
• Set up brand surveys that appear 1 to 7 days after an ad impression and are distributed to only the test group
• Use Reach and Frequency as her leading metrics
• Split her target audience into 3 groups: Control, Test Group 1, Test Group 2

 

According to LinkedIn, what are the four Thought Leadership Personas? Select all that apply.

• Coach
• Mentor
• Guide
• Evangelist
• Visionary
• Professor

 

Single Image Ads, Event, and LinkedIn Company Page audiences can be used for lead gen retargeting campaigns.

• True
• False

 

Scott is focused on building his company’s brand. What should he focus on?

• Target a specific senior leader at a company
• Rely solely on thought leadership to build brand equity
• Target a broad audience

 

Jenny wants to improve brand sentiment. According to LinkedIn, which leading metrics should she consider? Select all that apply.

• Social engagements (likes, shares, comments)
• Clicks
• Frequency
• Reach
• Video views

 

Mei-Ling is creating thought leadership content to help with her brand awareness. Which tips does LinkedIn recommend? Select three.

• Add more white noise
• Keep it timely and brief
• Leverage organic and paid channels
• Add new perspectives

 

What are the advantages of thought leadership? Select all that apply.

• It makes your brand stand out from the crowd
• It can enhance the perceptions of an organization
• It’s a lower funnel strategy
• It can influence buying decisions