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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

LinkedIn marketing strategy certification exam answers

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?

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?

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

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

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

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

LinkedIn marketing strategy certification exam answers

When you are setting up your retargeting audience, you should add as many targeting layers as possible to narrow it down.

By vmartinez

When you are setting up your retargeting audience, you should add as many targeting layers as possible to narrow it down.

True

False

How many times will we show members an ad from the same company page within a 48-hour period?

By vmartinez

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