HubSpot digital marketing exam answers

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Below you’ll find some selected questions from the latest real certification exam. You can get an idea about the exam format and prepare for it smarter. Need all exam questions with answers? Consider downloading our file.

Fill in the blank: To keep your content calendar agile, it shouldn’t extend more than -.

• two weeks
• one month
• three months
• six months

All of the following are attributes of a content creation workflow EXCEPT:

• Identifies outside influencers who will be contributing
• Identifies and organizes who is in charge of specific tasks
• How much money it will cost to complete initiative
• Breaks down all of the work needed to complete a specific initiative

You asked your colleague to provide feedback on a blog post you recently wrote. When they sent you their feedback, they made edits directly in the doc. Is this a best practice for a content editing process?

• Yes, because having an editor complete your content ensures it will read well to others.
• Yes, a content editor’s role is to make updates the way they see fit.
• No, the editor should have tracked changes which would have shown you where they would apply recommended edits.
• No, they should have set up a meeting to discuss each edit so you could apply them together.

True or false? Your content creation framework should stay consistent over time.

• True, the best way to remain efficient is to stick with a process.
• True, the investment to update a process can be very expensive and time intensive.
• False, as business goals and content change, so should your process to support them.
• False, your process should be updated every time a new team member joins.

True or false? If you want to produce great content, then you need to hire an in-house content creator.

What can you do to make a headline more compelling?

• Broaden the topic
• Make a promise to the reader
• Over five words
• Use special characters to help it stand out

True or false? Effective writers start by filling in the main points of their content and save writing the introduction and conclusion for after they’ve written their piece.

• True, it can be overwhelming to write an introduction first without knowing where the content is headed.
• True, the introduction is always the easiest part to write.
• False, writing an introduction first will help align the rest of the article.
• False, you should write your conclusion before your introduction.

True or false? When possible, you should try and use extensive vocabulary in your writing.

• True, extensive vocabulary makes you appear more credible and confident.
• True, people make purchasing decisions based on if you look smarter than your competitors.
• False, extensive vocabulary makes you appear less credible and confident.
• False, extensive vocabulary takes up too much space on a page.

• Active
• Passive
• Reactive
• Subtle

True or false? Never use acronyms in your writing.

• True, this helps avoid confusion.
• True, deleting acronyms makes your content more welcoming.
• False, use acronyms sparingly.
• False, your audience will know what the acronyms mean.

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When is the most effective time to boost content on social media?

• When it’s performing well
• When it has a link to a website
• When it showcases one of your products or services
• You should boost every social media post no matter the context

Which network has the longest life for a piece of content?

• Facebook
• LinkedIn
• Snapchat
• Pinterest

What does CRM stand for?

• Custom Rendering for Mobile
• Custom Relationship Modules
• Customer Relationship Management
• Customer Rotation Model

There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?

• The right person
• The right segments
• The right email platform
• The right buyer personas

What is the purpose of the delight stage of the inbound methodology?

• To exceed expectations
• To provide an outstanding experience every time a prospect or customer interacts with your company
• To go the extra step to ensure a prospect or customer accomplishes what they set out to do
• All of the above

True or false? As buying behavior changes, the inbound philosophy will also evolve.

What is the difference between a brand keyword and a non-brand keyword?

• 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

Fill in the blank: A keyword set to – match type will display your ad if the search term includes that keyword, or a very close variation.

• broad
• exact
• specific
• negative

Fill in the blank: A keyword set to – match type will display your ad if the search term contains the same order of the words, but it can also contain additional words.

• negative
• phrase
• broad
• specific

Fill in the blank: A keyword set to – match type will display your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.

• phrase
• negative
• exact
• broad

If you have a keyword set to broad match, but you want to select specific keywords that must be included in the search query for your ad to be displayed, what would you use?

• A negative keyword
• A phrase keyword
• A broad match modifier
• A phrase match modifier

Which of the following represents a phrase match keyword?

• +smart tv
• -smart tv
• [smart tv]
• “smart tv”

Which of the following represents a broad match keyword?

• wall art
• “wall art”
• wall +art
• -wall art

What symbol would you use to add a broad match modifier?

What symbol would you use to add a negative keyword?

True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar.

What is the benefit of including ad extensions in your search ads?

• Take up more space in the SERPs
• Improve click-through rate
• Provide more value to potential customers
• All of the above

The inbound methodology is meant to support which business functions?

• Marketing
• Sales
• Service
• A and B
• All of the above

Scenario: Kyle is in a new role and looking to upskill, so he goes to Google to do some research. He finds a search engine listing that piques his interest and clicks it. He’s taken to a blog post on your site. He reads the post and sees there’s a content offer. He’s interested, but not sure he’s ready to give his information for it just yet. Below the offer, he sees a chatbot asking if he needs help so he clicks it to start a conversation. Which stage of the inbound methodology is Kyle in?

• Awareness
• Attract
• Engage
• Decision
• Delight

What does it mean to have an inbound approach to doing business?

• Your business only runs ads that boost top-performing social media posts.
• Your business only focuses on an organic marketing strategy as opposed to interrupting them with ads.
• Your business focuses on empowering your prospects and customers, rather than forcing them to engage with you.
• Your business’s word-of-mouth is so strong that you don’t have to do any form of marketing or advertising.

Fill in the blank: When planning the timing of content in a calendar, -.

• stick to a schedule and hold your team accountable to their deadlines
• create focus by only working on one project at a time
• remain flexible to account for changes
• have your team submit ideas they want to work on

What stage of the buyer’s journey is your audience in if they’re choosing a free trial or consultation?

• Awareness
• Engage
• Decision
• Delight

Fill in the blank: Once a search engine bot discovers your web page, it -.

• checks to see if the content is unique from its database of content
• checks to see if it can read all forms of media included within the page
• decides how relevant it is to certain search queries by indexing it based on signals like keywords used within it
• adds a cookie to it to come back later if it intends to rank it in the top 100

All of the following impact a website’s ability to rank on a search engine results page EXCEPT:

• URL
• Page title
• Meta description
• Header tags
• Site architecture

Which of the following is the best practice for optimizing the elements on a web page to reduce page size?

• Use Google Fonts instead of custom fonts.
• Make your images responsive.
• Don’t compress your images.
• A and B
• All of the above

True or false? To help improve SEO, your URL should match the title of your blog post, word for word.

Fill in the blank: The ideal blog post title is – characters.

Which of the following is an example of a video in the attract stage?

• A promotional video featured on a landing page
• A social video that shows off your brand’s personality
• A testimonial of one of your customers with relatable stories
• A funny video of a cat sitting on a window sill

Which of the following is an example of a video in the engage stage?

• A promotional video featured on a landing page
• A social video that shows off your brand’s personality
• A testimonial of one of your customers with relatable stories
• A funny video of a cat sitting on a window sill

Which of the following is an example of a video in the delight stage?

• A promotional video featured on a landing page
• A social video that shows off your brand’s personality
• A testimonial of one of your customers with relatable stories
• A funny video of a cat sitting on a window sill

• brand
• business
• entertainment
• sales

True or false? Watching three seconds of a YouTube video is considered a view.

Which of the following factors does YouTube pay attention to as part of its algorithm?

• Which videos each user watches
• What videos each user doesn’t watch
• How many times each user watching a video
• Each users’ video likes and dislikes
• B, C, and D
• All of the above

Your manager asks your thoughts on how to increase visibility on the business’s YouTube channel. Which response best aligns with how YouTube’s algorithm works?

• “YouTube as a channel is not worth the investment. There are far more valuable channels with SEO benefits that the business should focus on.”
• “While views are important, YouTube rewards videos with the most clicks. The more people that start watching a video, the more YouTube will feature your video.”
• “YouTube wants viewers to watch videos all the way through. We should focus on creating more engaging video content.”

All of the following are key places your videos can appear on YouTube EXCEPT:

• In search results
• On the homepage
• On a sponsored page
• In the trending system
• In subscriptions

Fill in the blank: – refers to how well a document matches a search query.

• Authority
• Relevance
• Ranking
• Discover

True or false? Adding a string of meaningless numbers to your Instagram username could appear spammy.

Fill in the blank: When performing a social media content audit, begin by looking at all of the content you’ve posted in the last -.

• 30 days
• 90 days
• two quarters
• year

When auditing your social media content, what questions should you be looking to answer? Choose all that apply.

• Does your Facebook text content resonate with your audience?
• Are you posting Facebook content with videos?
• Are you posting Facebook content with images?
• What’s the average time-on-post?

Scenario: Tom is an avid Facebook user. Tom’s friend, Jane, posts a video from a travel-focused company called Get Out, Stay Out, about a new, local hiking trail. In the comments, Jane shares her thoughts and opinions about the trail. The following day, Tom’s sister sends him the same video link through Facebook Messenger. The Facebook algorithm sees all these interactions. Keeping this in mind, it’s likely Facebook will -.

• Send Tom a Facebook message with a detailed map of the trail
• Send Tom an email with a detailed map of the trail
• Feature a detailed map of the trail as an advertisement to Tom
• Feature the post at the top of Tom’s news feed

True or false? You can have more than one key result per objective.

What’s an example of a measurable key result? Choose all that apply.

• Increase customer retention from 70% to 85%
• Grow net new contact rate from 5.6% to 9% by the end of Q4
• Improve the time on page above 3 minutes for all product-specific pages by the end of the month

Scenario: An exact-match keyword for one of your ads is “blue women’s t-shirts.” Which of the following search queries would generate this ad? Choose all that apply.

• Blue women’s t-shirts
• Blue women’s t-shirt
• Blue t-shirts
• Women’s t-shirts
• Women’s t-shirt

Scenario: A phrase-match keyword for one of your ads is “traveling in Boston.” Which of the following search queries would generate this ad? Choose all that apply.

• Traveling in Boston
• Traveling in Boston during the winter
• Travel in Boston during the winter
• Where to travel in Boston
• What’s it like to travel in Boston

True or false? To deliver an ad only to people searching for dress shoes for men, you could modify your broad match keyword to “+men’s dress shoes.”

What are the two key actions to look at when optimizing each part of your email?

• The segment and the open
• The open and the click
• The contacts and the goal
• The subject line and the preview text

Fill in the blank: The ideal length of an email subject line is – characters.

• 41–50
• 55–75
• 10–20
• 75–100

Fill in the blank: Words like “free” or “percent off” may not trigger spam filters for your email, but could -.

• yield higher unsubscribe rates
• trigger fewer sales
• align with the content for coupons in the email
• appear to be sent by a bot

True or false: You should include either budget information or a time estimate in your content creation plan.

True or false? You should use a consistent naming system to store and easily identify hosted files.

Fill in the blank: When creating a headline for your content, you should come up with – different headlines.

• 1
• 5-10
• At least 10
• More than 10

True or false? You should post the same message across all of your social channels.

• True, redundant messages ensure that your audience will see it and you get the highest reach.
• True, posting the same message will help you save time that you can use on more important initiatives.
• False, you should customize the message based on the platform.
• False, post the same message to Twitter and Facebook, but update LinkedIn as it’s more of a B2B social platform.

On which social network should you share content most frequently?

• Facebook
• LinkedIn
• Twitter
• Pinterest

Which KPI is most likely to be a vanity metric?

• Reach
• Engagement
• Return on Investment (ROI)
• Retention and loyalty

When does the engage stage of the inbound methodology begin?

• The engage stage begins when a purchase occurs.
• The engage stage begins when a customer leaves you.
• The engage stage begins when a prospect or customer takes a desired action.
• The engage stage begins when a prospect or customer proposes you give them a discount.

What is one benefit of running search ads for brand keywords?

• 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

Which of the following represents an exact match keyword?

• “dog treats”
• [dog treats]
• dog treats
• -dog treats

From top to bottom, what should your search account structure hierarchy look like?

• Campaigns, ad groups, keywords
• Ad groups, campaigns, keywords
• Keywords, campaigns, ad groups
• Keywords, ad groups, campaigns

How many ad extensions should you include in your search ads?

• 2
• 3
• 5
• All that are available
• As many as many as make sense for your business

True or false? Relevancy directly impacts ranking strength.

True or false? Website performance does not impact visibility on Facebook.

How could this sentence be corrected to cut out fluffy words? “I really just want to go to the arcade to play games in order to have fun.”

• “I really just want to go to the arcade to play games in order to have fun.”
• “I just want to go to the arcade to play games in order to have fun.”
• “I just want to go to the arcade to play games and have fun.”
• “I want to go to the arcade to play games and have fun.”

• Direct sales revenue from social media, such as orders that come in from a coupon or links into your website that lead to purchase.
• Lead conversions from social media campaigns. This may vary from company to company but could include email signups, downloads of materials like an ebook, or activations of trial software.
• Customer ratings and reviews demonstrate strong engagement and opinion. They are also one of the biggest indicators to other people that a product or a service is worth buying.
• Customer satisfaction – it’s often tracked with a net promoter score (often called NPS), this gives you a sense of whether or not your social customer service efforts are working.

Which of the following places on Instagram can you use a link to click through to your website? Choose all that apply.

• Stories
• Bio
• Post copy
• Advertisement

True or false? You shouldn’t join a competitor’s Facebook Group. Doing so would only help increase their visibility, making it harder for you to create and grow a Facebook Group for your business.

True or false? If you’re just starting out with paid ads and don’t know exactly how your persona will be searching, move from a narrower search to a broad match.

Having an understanding of what you’re trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?

• Setting a goal
• Selecting a template
• Discussing with your team
• Sending your email

– characters is the average character length that will appear on a mobile device for your email.

To provide a personalized experience to your email reader, which of the following best practices should you employ? Select all that apply.

• Add the contact’s first name
• Mention their interests
• Mention the exact pages they’ve visited on your site
• Mention an action the contact has taken with their company

• Your website
• Social media profile
• Sponsored content
• Blog Content

• Guest blog posts
• Boosted Facebook posts
• Google Ads
• Sponsored content

True or false? A benefit of organic content promotion is the ability to develop and deliver highly targeted content to consumers who will find the content most relevant.

• Twitter
• LinkedIn
• Google
• A and B
• All of the above

Fill in the blanks: Tail winds are to – : as headwinds are to -.

• Forces, friction.
• Friction, force.
• Ships, force.
• Ships, friction.

What are the three stages of the buyer’s journey?

• Awareness, Consideration, Decision
• Attract, Engage, Delight
• TOFU, MOFU, BOFU

True or false? A content offer is something you create and publish in exchange for personal information, like an email address and a name.

Scenario: Your business is going through a website redesign. The goal of the redesign is to update the look and feel of the website to better represent the brand. Your manager recommends a custom font to help make the content stand out. How should you respond?

• “That sounds great. Do we have a size and preferred color for this custom font?”
• “To save budget on a custom font, we should consider purchasing another brand’s custom font and making updates to it.”
• “We should consider using a Google font because they’re accessible to all web browsers.”

Your manager tasks you with getting more of your web pages displayed in the featured snippet on a search engine results page. The best way to increase the number of your web pages that appear in featured snippets is by _______?

• answering a question in the form of a detailed list
• asking questions in your H4 headers
• embedding social media posts throughout your content
• creating a title tag with your primary keyword featured near the beginning of it

True or false? When getting started with a business Instagram account, consider purchasing at least 1,000 followers to make your brand look more credible and acquire followers at a faster rate.

During the decision stage of the buyer’s journey, it’s effective to use which of the following content formats? Select all that apply.

• Case studies
• Infographics
• Testimonials
• eBooks

What occurs during the attract stage of the inbound methodology?

• You answer questions and provide solutions for the challenges your prospects and customers face.
• You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.
• You exceed a prospect or customer’s expectations so much that they’ll want to tell their friends and family about you.
• You collect information about the individual you’re working with.

In order to include a link in a Story, Instagram requires business accounts to have – followers.