Linked in marketing solutions fundamentals certification exam answers

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Which of the following is not a billing option in Campaign Manager?

• Quarterly Invoicing
• Monthly Invoicing
• Credit Card

Which method is used by LinkedIn to determine which ads are shown?

• An optimized bidding method that gives preference to the best bid
• An auction system based on a relevancy score
• An auction system based on bids, combined with a relevance score
• A maximum bidding method where bids are reviewed and validated

Judi wants to serve ads to professionals who have visited her website. What is her first step?

• Install the Insight Tag on her website
• Create a conversion action
• Create a website audience
• Create a campaign

When optimizing your targeting strategy, what are the two key elements you should think of?

• Conversions and Leads
• Cost and Engagement
• Forecast and Audience
• Reach and Relevance

There is a minimum spend to qualify for Monthly Invoicing.

At a minimum, how often should you evaluate your campaigns?

Isabelle is not getting many matches from her business emails. What could she do?

• Make sure she’s also targeting by company name in addition to uploading her contact list
• Target the company instead of the individual and layer on extra attributes to narrow her audience
• Wait 24 hours for the system to process the external data

Frederico is launching a new product line and wants to drive awareness. Which metrics are key to measuring performance? Select all that apply.

Alessandra won an auction where her bid price was $25, and the second highest price was $24. How much will she pay?

Ciara wants to see which types of professionals are visiting her website. Where does she find this information?

• Matched Audiences
• Conversions
• Website Demographics
• Campaign Demographics

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What is the recommended way to track conversions?

• Event-specific image pixel
• Insight Tag

Ally is checking her Website Demographics and identifies certain visitors who left the product page without making a purchase. What could she do to drive customers down the funnel?

• Use Website Retargeting to remind them to purchase when they log into LinkedIn
• Create a Brand Awareness campaign to give them more information about her products
• Use Conversion Tracking to motivate them to purchase

What are the three things you need to do to succeed in your auctions? Select all that apply.

• Strive for relevant and engaging content
• Ensure a consistent Conversion Rate
• Optimize to achieve and maintain a high Click-Through Rate
• Bid enough to be competitive

Which ad format would you use if you wanted to include multiple unique call-to-action buttons that act like a choose-your-own-path experience?

• Carousel Ad
• Single Ad
• Message Ad
• Conversation Ad

Which of the following ad formats appear when you select Engagement as your marketing goal in Campaign Manager? Select all that apply.

• Text Ad
• Video Ad
• Single Image Ad

Victor is running a Conversion campaign. Which targeting options are recommended to reach his objective? Select all that apply.

• Lookalike Audiences
• Website Retargeting
• Interest Targeting
• Uploaded List

Juan is launching his first ad campaign on LinkedIn. Based on LinkedIn’s recommendation, how long should he let the ads run before making optimizations?

• At least a week
• There is no minimum recommended time before optimizing
• Two months
• A couple of days

• Monitor the impact of your organic posts using Company page analytics
• Understand what your campaign goal is
• Post at least 150 times on your LinkedIn Page

Which is better in your ads: stock images or real images from your business?

• Real images from your business, because they are more genuine
• Stock images, because they are usually better quality and more expressive images

What is the definition of Reach in campaign reporting?

• The number of opens for the ads divided by the number of sends
• The average number of impressions served to each unique user
• The unique number of people exposed to at least one impression
• The amount of clicks in your campaign divided by the number of impressions

Why should you create a LinkedIn Page? Select all that apply.

• Because your LinkedIn Page is the first place members go on LinkedIn to learn about your products and services
• Because an active LinkedIn Page makes your company more searchable
• Because you need a LinkedIn Page to set up LinkedIn ad campaigns

Why is it important to choose the right objective in Campaign Manager?

• Because your campaign objective determines your targeting options
• Because your campaign objective guarantees your performance
• Because your objective determines your campaign settings and how LinkedIn optimizes it to ensure success

How much would you pay if you win an auction?

• The bid price I offered
• The average of the two highest bid prices
• The bid price offered by the second-highest bidder plus 3%
• The bid price offered by the second-highest bidder plus one cent

Priyanka selected Brand Awareness as her objective in the Campaign Manager. Which ad types could she select to use? Select all that apply.

• Single Image Ad
• Video Ad
• Carousel Image Ad
• Conversation Ad

Peter wants to target the buying committee of a select group of companies. Which step should he take?

• Combine a target company list and leverage Job Function and Job Seniority too
• Select Member Interests in addition to Job Function
• Combine an email contact list with targeting attributes, such as Company Industry

Can you customize the columns of your Campaign Manager reporting dashboard?

Jimmy wants to see the type of professionals who are seeing and engaging with his ads. Where does he find this information?

• Matched Audiences
• Website Demographics
• Conversions
• Campaign Demographics

• Focus on brand awareness and send Message Ads to her potential customers
• Implement Conversion Tracking to help LinkedIn optimize the campaign
• Check the offer landing page and ensure that the offer is clear and the page is mobile optimized

What LinkedIn Page privileges do you need to run your ads?

• Recruiter Posters access
• Publisher access
• Sponsored Content Posters access
• Campaign Manager access

Which campaign objective should you choose from Campaign Manager if your objective is Engagement?

• Conversion
• Awareness
• Consideration

Yolanda wants to increase awareness of her organization with Software Engineers. Which of the metrics below should she primarily focus on?

• Reach, Frequency, Campaign Demographics
• Reach, Frequency, Conversions
• Campaign Demographics, Clicks, Click-through Rate
• Website Clicks, Video Views, Conversions

Which of the following targeting actions can you not do with LinkedIn Campaign Manager?

• Target specific companies
• Retarget website visitors
• Target members by household income
• Upload lists of contacts

Which ad format would you primarily use if you wanted to tell an interactive story?

• Text Ad
• Dynamic Ad
• Carousel Ad

When setting up targeting, it’s recommended that you use Job Seniority and Years of Experience instead of age.

• Audience Expansion
• Retargeting
• Lookalike Audiences

What is the difference between using AND or OR targeting?

• Targeting using OR is not recommended when Audience Expansion is enabled
• Targeting using AND works with any attribute, while targeting using OR doesn’t work with interests
• Targeting using AND widens your results, while targeting using OR narrows them
• Targeting using AND narrows your results, while targeting using OR widens them

Which targeting categories can you use when choosing your audience attributes in Campaign Manager? Select all that apply.

• Demographics
• Company
• Education
• Interests

Is your bid price always the price that you pay?

• No, because of LinkedIn’s second-price auction method
• Yes, but only if I win the auction

• Website Retargeting
• Conversion Tracking
• Website Demographics
• Lead Gen Forms

Stephen has been running a Sponsored Content campaign for one month and has four creatives live. Two of the creatives are showing a very low CTR and a very high CPL. What could he do next?

• Increase the bid for underperforming creatives
• Pause underperforming creatives
• Adjust targeting
• Pause the campaign

Sofia wants to find new audiences that have similar attributes to her existing customers. Which targeting method would she use?

• Lookalike Audiences
• Audience Attributes

Why is it not recommended to use age or gender as targeting attributes?

• Because they are not interesting professional traits for LinkedIn audiences
• Because these attributes cannot be tracked on Campaign Demographics
• Because they are inferred and can reduce your audience size by potentially 50% or more

Tunde is running a Brand Awareness Campaign to reach buyers who are not yet familiar with her brand. Which targeting option should she use for this campaign objective? Select all that apply.

• Website Retargeting
• Lookalike Audiences
• Lead Gen Retargeting
• Audience Attributes

Which feature in Campaign Manager allows you to reach professional audiences on trusted third-party apps and sites outside of the LinkedIn platform?

• Lookalike Audiences
• Audience Expansion
• Matched Audiences
• LinkedIn Audience Network

Which of the following is not a marketing objective that you can meet with LinkedIn ads?

• Drive conversions
• Drive awareness
• Increase the sales closing ratio
• Increase consideration

Can you target all the LinkedIn members that work in a certain company?

• No
• Yes, if there are at least 300 employees in the audience

In addition to language and location, how many layers of targeting attributes does LinkedIn recommend you include when setting up your campaign?

• No more than 2 to 3
• No more than 7 to 8
• There is no such recommendation regarding targeting attributes
• No more than 4 to 5

Paola has installed the Insight Tag and created different website audiences for her key website pages. Now, she wants to find new possible customers with similar profiles to her website visitors based on what she sees in Website Demographics. Which targeting method would she use?

• Audience Attributes
• Account Targeting

• Video
• Conversions & Leads
• Engagement
• Performance
• Sponsored Messaging

When you’re just starting to build a target audience, what do we recommend as the first step?

• Decide the language of your creatives
• Create up to 3 audience templates
• Create a clear target audience persona
• Upload your emails and accounts contact lists to Matched Audiences

Matthias is running an ad campaign to encourage customers to try his product. Which of the following is the clearest call to action?

• Read More
• Click Here
• Request Demo
• See More

What is the perfect mix of brand awareness and conversion campaigns?

• It will vary depending on your brand and industry
• 50/50
• 60/40
• None of the above

Which of the following campaign objective categories should you choose from in Campaign Manager if you want to increase the number of downloads of your white paper?

• Conversion
• Awareness
• Consideration

Which demographics in the Campaign Manager reporting dashboard would help you better understand your site’s audience and reach your ideal prospects?

• Website Demographics
• Campaign Demographics

Eliza has 2 different pieces of creative to advertise the same webinar. One has an image of the webinar’s speakers, and the other is an infographic. Her KPI is conversions based on webinar signups on her website. How should Eliza determine the best creative?

• Run each creative in separate campaigns, targeting separate audiences
• Target the creatives to the same audience and monitor performance for the highest conversion rate and lowest Cost Per Conversion
• Run the creative she likes best
• Target the creatives to the same audience and monitor performance for the highest number of clicks and CTR

What do you need prior to creating a lookalike audience in Campaign Manager?

• A live campaign running for 60 days
• The Audience Expansion feature activated
• A contact list or website audience

Raquel is looking to use her current audience to reach more people. What could she do?

• Use the Manual Bid option
• Enable Audience Expansion
• Set more competitive bids
• Increase daily budget

Nicole has a campaign targeting HR professionals, which is seeing a lower conversion rate than previous campaigns she has run. Using Campaign Demographics, she notices that her conversions are all coming from members at companies with more than 500 employees. What should Nicole do next?

• Narrow her current campaign targeting to include HR employees at companies with more than 500 employees
• Create a website audience
• Stop her campaign

Which of the following is a mandatory targeting field within audience setup in Campaign Manager?

• Job Title
• Audience Expansion
• Company Size
• Location

Xavier wants to optimize his Website Conversions campaign to generate more conversions at a more efficient cost. Which of the metrics should he primarily focus on?

• Reach
• Cost Per Click
• Cost Per Conversion
• Conversions

Which sentence best describes Campaign Manager?

• It is LinkedIn’s tool to create ad campaigns and engage with different audiences
• It is LinkedIn’s ad management tool to create, launch, and evaluate the performance of your LinkedIn ad campaigns
• It is LinkedIn’s tool to check campaign performance in addition to Campaign Creator, LinkedIn’s tool to create campaigns

Can you exclude people that studied at a certain university from your campaign?

Which of the following Matched Audience targeting techniques can you use in Campaign Manager? Select all that apply.

• Lookalike Targeting
• Account Targeting
• Your CRM data
• Hashtag Targeting
• Website Retargeting

When will a Matched Audiences campaign begin serving?

• Immediately
• Once the Matched Audience has been processed, which can take up to 96 hours
• Once the Matched Audience has been processed, which can take up to 48 hours

Louise is running an ad campaign that is not reaching its budget. What changes can she make? Select four.

• Use the Manual Bid option
• Increase the daily budget
• Use the LinkedIn Audience Network
• Use the Maximum delivery (Automated) bidding option
• Enable Audience Expansion
• Set more competitive bids

Which new features do you have access to when you install the LinkedIn Insight Tag? Select all that apply.

• Website Demographics
• Conversion Tracking
• Audience Expansion
• Retargeting
• Campaign Demographics

Which filter would you select in Campaign Manager reporting dashboard if you want to rapidly see all your Single Image campaigns?

Your Conversion campaign is set up using “Last Touch – Last Campaign.” A user is shown ads from two different campaigns and then performs your conversion action. How will the conversion be attributed?

• A conversion would not be attributed
• One conversion against both campaigns
• Two conversions against the campaign the user saw most recently
• One conversion against the campaign the user saw most recently

Which ad format would you use if you wanted to deliver a direct personalized message?

• Message Ad
• Video Ad
• Single Image Ad

Which of the following billing options doesn’t require a minimum spend?

• Credit Card
• Insertion Order
• Monthly Invoicing

Tomas is running a follower ad campaign. Which metric should he primarily focus on to determine the campaign’s success?

• Average CPM
• Cost Per Result
• Reach
• Average CTR

Why do we recommend your campaigns have at least 4 to 5 different creatives?

• To target different audiences to different creatives
• To be able to select a different bidding model on each one
• To minimize content fatigue

LinkedIn Pages is a free way to establish your brand on LinkedIn.

How is Maximum Delivery (Automated) Bid determined?

• It prioritizes certain ads over others based on the ad formats used
• It optimizes the budget to focus on the campaign objective selected
• It allows you to bid on a CPC basis

Which of the following is a best practice to save time while setting up targeting for new campaigns?

• Forecast results based on your targeting criteria
• Make a checklist template with your preferred targeting criteria
• Use targeting templates to pre-save and reuse audiences

Which feature in the Campaign Manager reporting dashboard would you use if you want to visualize how your campaigns are performing over time?

• Performance Chart
• Campaign Demographics
• Campaign Groups
• Website Demographics

How frequently should you post on your LinkedIn Page to see a 2x lift in engagement with your content?

• Daily
• Monthly
• Every other week
• Twice a month

When setting up a conversion action, are you able to modify the conversion window?

Which of the following is a targeting option? Select all that apply.

• Company Growth Rate
• Member Groups
• Member Skills
• Your Company Followers
• Company Connections

Is it recommended to always build custom content for a LinkedIn ad?

• Yes, new content is always recommended to get the maximum impact on your campaign
• No, you can also repurpose existing content, such as social posts or customer case studies

Mari wants to target the buying committee of small businesses in her sector. Which combination of targeting options would she use?

• Job Function + Company Industry + Company Size
• Job Title + Member Traits + Company Connections
• Job Seniority + Company Industry + Company Category

Ahmed is targeting people with Engineering as Job Function and Project Engineering as Member Skills. His forecasted results show a narrow audience. What should he do?

• Target by Or
• Target by And

Which of the following is not a step when setting up your campaign in Campaign Manager?

• Review Page Posts
• Launch and Optimize
• Choose the Right Audience
• Choose an Objective

Would you win an auction if you are the highest bidder?

• It depends, creative relevancy matters
• Yes, the highest bidder always wins
• No, the highest bidder never wins

What can a Creative Manager role do in Campaign Manager?

• Manage billing information for its related creatives
• Edit and add new creatives but cannot create new campaigns
• Create new campaigns and add new creatives
• View the reports related to certain creatives

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