Questions

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

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

 

Explanation:

The correct answers are Use Automated Bid, Use LinkedIn Audience Network, Enable Audience Expansion, and Set more competitive bids. If Louisa notices that her campaign budget isn’t being fully spent, it indicates that her ads might not be reaching their full potential audience or that they are not competitive enough in the auction. Enabling features like Automated Bid and Audience Expansion can help optimize bidding strategies and broaden the reach of her ads to a larger audience, potentially increasing the chances of spending the allocated budget. Additionally, incorporating the LinkedIn Audience Network can extend the reach of her ads beyond the LinkedIn platform, tapping into a broader network of partner sites. Moreover, setting more competitive bids can ensure that her ads have a better chance of winning auctions and reaching her target audience effectively. Therefore, by leveraging these strategies, Louisa can improve the performance of her campaigns and maximize the utilization of her budget.

 

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

• Seniority
• Years of experience
• Age

 

Explanation:

To effectively reach decision makers at IT companies, Louis should employ targeted criteria that align with the professional characteristics and roles typically associated with decision-making authority within the IT industry. Targeting by seniority allows Louis to focus his efforts on individuals holding senior-level positions, such as Chief Information Officers (CIOs), Chief Technology Officers (CTOs), and IT Directors, who are more likely to possess decision-making authority regarding IT-related purchases and initiatives within their organizations. Similarly, targeting by years of experience enables Louis to pinpoint individuals with extensive experience in the IT sector, as decision makers often possess a wealth of industry knowledge and expertise accrued over their professional careers. Conversely, age may not necessarily correlate with decision-making authority in the IT industry, as factors such as job function, seniority, and experience are more indicative of decision-making roles within organizations. Therefore, by targeting based on seniority and years of experience, Louis can effectively reach decision makers at IT companies, ensuring that his marketing efforts are directed towards the individuals most likely to influence purchasing decisions and drive business outcomes within their respective organizations. Thus, the selected answer is correct as it includes targeting options that are directly relevant to identifying decision makers within the IT industry.

 

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

• TRUE
• FALSE

 

Explanation:

The correct answer is TRUE. In a second-price auction, such as the one used by LinkedIn, the winning bidder pays slightly more than the second-highest bid. This system encourages advertisers to bid the true value they are willing to pay for an ad placement, as they won’t pay their full bid amount unless necessary. Specifically, the winning bidder pays just enough to outbid the second-highest bidder, which often results in a cost lower than their maximum bid. This mechanism ensures fair pricing and encourages advertisers to participate actively in the auction without fear of overpaying. It also aligns with LinkedIn’s goal of providing value to both advertisers and users by facilitating efficient ad placements and maximizing revenue without inflating costs unnecessarily. Therefore, the statement that LinkedIn uses a second-price auction is true, reflecting the platform’s auction dynamics and pricing model.

 

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

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

 

Explanation:

LinkedIn supports full-funnel objectives grouped into three areas: Awareness, Consideration, Conversion. These three areas represent distinct stages in the customer journey, each with its own objectives and strategies. Awareness focuses on increasing brand visibility and familiarity among the target audience, typically through tactics such as brand awareness campaigns or content marketing efforts. Consideration aims to engage and nurture potential customers who have shown interest in the brand or its offerings, with tactics such as lead nurturing campaigns or remarketing efforts. Conversion is the final stage, where the goal is to drive specific actions or conversions from the audience, such as purchases, sign-ups, or form submissions. By aligning objectives with these three areas, advertisers can effectively guide prospects through the customer journey, from initial awareness to eventual conversion, leveraging LinkedIn’s platform to achieve their marketing goals comprehensively. Therefore, the correct areas supported by LinkedIn for full-funnel objectives are Awareness, Consideration, Conversion.