LinkedIn Marketing Strategy Certification Answers 2024

A company wants to distribute its latest white paper and gather prospects’ data. They create an ad with a form, targeting key decision makers. Which type of campaign are they running?

1. Brand awareness campaign
2. Lead generation campaign
3. Demand generation campaign

Correct Answer:

• Lead generation campaign

A lead scoring model has different components that can be selected based on activity or demographics.

1. False
2. True

Correct Answer:

• True

A successful lead gen campaign is one that gets you the highest amount of leads, regardless of whether they convert or not.

1. False
2. True

Correct Answer:

• False

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

1. True
2. False

Correct Answer:

• False

According to LinkedIn, how many people on average are involved in each B2B purchase decision?

1. 1
2. 4.6
3. 6.8
4. 2.5

Correct Answer:

• 6.8

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

1. 33%
2. 50%
3. 90%
4. 72%

Correct Answer:

• 90%

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

1. Visionary
2. Guide
3. Evangelist
4. Coach
5. Mentor
6. Professor

Correct Answer:

• Visionary
• Guide
• Evangelist
• Mentor

Afiya is measuring brand lift for her LinkedIn campaign. What happens when she sets up a lift test? Select 2.

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

Correct Answer:

• 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

Alexander is running a lead gen campaign and has decided to offer a free demo as a way of driving leads. However, so far, no-one seems to be interested. What could Alexander improve to achieve his goal? Select all that apply.

1. He should prioritize getting his sales team to talk to his audience as soon as possible
2. He should review and diversify his content mix
3. He should try to understand what his audience’s needs are and provide his content accordingly
4. He should make sure he is consistent and always offer free trials or demos in his ads

Correct Answer:

• He should review and diversify his content mix
• He should try to understand what his audience’s needs are and provide his content accordingly

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.

1. Post a survey on his LinkedIn Page
2. Install the LinkedIn Insight Tag on his website
3. Leverage the LinkedIn Audience Network to reach people on LinkedIn
4. Use Website Demographics to examine the Industry, Job Function, and Seniority

Correct Answer:

• Install the LinkedIn Insight Tag on his website
• Use Website Demographics to examine the Industry, Job Function, and Seniority

Alice has not yet associated her Lead Gen Form with an ad in an active campaign. What would she be able to edit?

1. All fields except her creative
2. All fields except the form language
3. She can’t edit any fields
4. Language and target audience

Correct Answer:

• All fields except the form language

Alice wants to redirect intent-driven members to her content to convert them into customers. Which of the following actions would you recommend?

1. Wait for her prospects to take action on her website in order to retarget them
2. Retarget people who have watched at least 25% of her short video ad with a Lead Gen Form
3. Retarget people who have watched 75% of her short video with a Lead Gen Form

Correct Answer:

• Retarget people who have watched 75% of her short video with a Lead Gen Form

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

1. True
2. False

Correct Answer:

• True

Allison is trying to understand who she should be targeting with her new brand campaign. To get some inspiration, which of the following should she look at?

1. The Insight Tag
2. Website Demographics in Campaign Manager
3. Campaign Demographics in Campaign Manager

Correct Answer:

• Website Demographics in Campaign Manager

Ana is seeing a high CTR but a low conversion rate in her campaign. How can she improve this?

1. Revise her creative in order to increase her CTR
2. Revise her targeting settings
3. Improve the conversion process on her website
4. Discard use of website conversions, as it is not compatible with her company

Correct Answer:

• Improve the conversion process on her website

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

1. None of the above
2. Long-form content
3. Short-form content
4. Mid-form content

Correct Answer:

• Short-form content

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

1. Use LinkedIn Audience Network to reach professionals on mobile apps and websites beyond LinkedIn
2. Use AND targeting to target more attributes
3. Use website demographics to target the buying committee Leverage company list targeting

Correct Answer:

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

Brand equity improves… Select all that apply.

1. Pricing power
2. Category security
3. Customer experience
4. Competitive advantage

Correct Answer:

• Pricing power
• Category security
• Competitive advantage

Brand equity requires the company to build mental availability.

1. False
2. True

Correct Answer:

• True

Brand strategies build mental availability with future buyers.

1. False
2. True

Correct Answer:

• True

Building your Lead Gen Form and video retargeting audience may take up to:

1. 48h
2. 24h
3. 72h

Correct Answer:

• 48h

Conversion value is…

1. The amount a customer spends on his/hers first purchase
2. The amount invested in an entire conversion campaign
3. The dollar amount which is given to each conversion
4. The score you give a lead

Correct Answer:

• The dollar amount which is given to each conversion

Creating and distributing valuable thought leadership content to the right audiences is at the heart of driving brand awareness on LinkedIn.

1. False
2. True

Correct Answer:

• True

Daniel has decided to integrate his Lead Gen Form with his CRM system. How will this affect him?

1. All his leads will be stored in Campaign Manager for up to 30 days
2. He will be able to take action on his leads quickly
3. He will have to start downloading his lead lists manually

Correct Answer :

• He will be able to take action on his leads quickly

Decision makers tend to be interested in thought leadership content that is timely and brief.

1. True
2. False

Correct Answer :

• True

Depending on the duration of your campaign, it is good practice to refresh your Lead Gen Form to help you optimize the data you’re collecting based on lead quality feedback from your team.

1. True
2. False

Correct Answer :

• True

For Lead Gen Form campaigns, conversion actions can be added to a campaign via:

1. Either by editing campaign details or by adding the campaign name when creating the conversion action
2. Only via ‘Edit campaign details’
3. By adding the campaign name when creating the conversion action

Correct Answer :

• Either by editing campaign details or by adding the campaign name when creating the conversion action

For custom questions in your Lead Gen Form, the best type of question is one where…

1. Members can choose from a dropdown menu
2. Members fill in an answer

Correct Answer :

• Members can choose from a dropdown menu

Getting your prospects’ contact details is a priority when you are running a demand generation campaign.

1. False
2. True

Having a high CTR usually means you get a high number of submitted forms.

1. True
2. False

Correct Answer :

• False

How can you use the Insight Tag to help your brand awareness strategy? Select three.

1. Automatically repost content from your website onto your LinkedIn Page
2. Upload contact lists to use in targeting campaigns
3. Compare different pages to learn which kinds of content resonate with different audiences
4. Gain valuable audience insights—like job titles, company names, and industries—using accurate professional data
5. Use insights about your website visitors to create targeted ads

Correct Answer :

• Compare different pages to learn which kinds of content resonate with different audiences
• Gain valuable audience insights—like job titles, company names, and industries—using accurate professional data
• Use insights about your website visitors to create targeted ads

How does LinkedIn define ‘mental availability’?

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

Correct Answer :

• The likelihood that a customer will think of your brand in a buying scenario

How does LinkedIn help you with account-based marketing (ABM)? Select all that apply.

1. It ensures your brand is present and prepared to help during each stage of the funnel
2. It automatically provides you with a list of accounts that match your area of expertise
3. It helps you get closer to decision makers within your target companies
4. It combines LinkedIn’s first-party data with your account lists

Correct Answer :

• It ensures your brand is present and prepared to help during each stage of the funnel
• It helps you get closer to decision makers within your target companies
• It combines LinkedIn’s first-party data with your account lists

How long will a website retargeting audience take to build, on average?

1. Once you reach 300 members, it will depend on your website traffic
2. Less than 48h
3. Less than 24h

Correct Answer :

• Once you reach 300 members, it will depend on your website traffic

How many different creatives should your campaigns have?

1. Fewer than 2
2. 2-3
3. At least 4-5

Correct Answer :

• At least 4-5

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

1. Up to 2
2. Up to 5
3. Up to 3
4. Up to 4

Correct Answer :

• Up to 5

How would you best approach your campaign’s reach for lead generation?

1. Hyper target so that you make sure you are reaching the right audience
2. Start broad and narrow down your audience as you analyze results
3. Target broadly so that you make sure as many people as possible see your ad

Correct Answer :

• Start broad and narrow down your audience as you analyze results

If you detect that your CTR is underperforming, what can you do to improve it?

1. You could try to improve your images and text so that they attract more people
2. You could increase your budget so that it reaches more people
3. You could try changing your targeting filters

Correct Answer :

• You could try to improve your images and text so that they attract more people

If you find you are getting a high CTR but a low completion rate, what could you do to improve it?

1. Revise your creative
2. Revise your form and make sure that it is easy to fill in
3. Rethink your strategy and go backwards in the funnel
4. Change your CTA

Correct Answer :

• Revise your form and make sure that it is easy to fill in

If you want to track PDF downloads instead of a thank-you page, what should you use?

1. Standard Insight Tag
2. Event-specific (“on-click”) image pixel

Correct Answer :

• Event-specific (“on-click”) image pixel

In order to create your Lead Gen Form, including a Privacy Policy URL is:

1. It depends on the country
2. Mandatory
3. Optional

Correct Answer :

• Mandatory

In order to use Lead Gen Forms, you must first install Insight Tag.

1. True
2. False

Correct Answer :

• False

In order to use Website Retargeting, you will have to install the Insight Tag.

1. True
2. False

Correct Answer :

• True

In what ways does LinkedIn help you retarget your audience? Select all that apply.

1. Retarget those who have shown an interest by opening or submitting a Lead Gen Form
2. Retarget the audience segments who have shown the least interest in your ads
3. Retarget those who have viewed your video ad, whether completely or partially
4. Retarget your website visitors that have not completed your desired action

Correct Answer :

• Retarget those who have shown an interest by opening or submitting a Lead Gen Form
• Retarget those who have viewed your video ad, whether completely or partially
• Retarget your website visitors that have not completed your desired action

In your LinkedIn Campaign Manager, which marketing goal should you choose if you are looking to generate leads?

1. Brand awareness
2. Conversion
3. Consideration

Correct Answer :

• Conversion

It is not possible to select brand awareness as a specific campaign objective in Campaign Manager.

1. False
2. True

Correct Answer :

• False

Jean-Paul is about to launch a retargeting campaign using Lead Gen Forms. As he is setting up his audience, which segments could he consider excluding?

1. Those who have already opened his form
2. Those who have viewed his ads already
3. Those who have opened and submitted his form

Correct Answer :

• Those who have opened and submitted his form

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.

1. Saved audiences
2. Audience expansion
3. Lookalike audiences
4. LinkedIn Audience Network

Correct Answer :

• Audience expansion
• Lookalike audiences
• LinkedIn Audience Network

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

1. Social engagements (likes, shares, comments)
2. Clicks
3. Video views
4. Frequency
5. Reach

Correct Answer :

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

Juan wants to track website demographics. Which does he need to do?

1. Run display ads
2. Leverage message ads
3. Add the LinkedIn Insight Tag
4. Set up a LinkedIn Page

Correct Answer :

• Add the LinkedIn Insight Tag

Kai is creating thought leadership content. According to LinkedIn, which best practices should he follow? Select 2.

1. Demonstrate product expertise
2. Offer elementary insights
3. Leverage the different organic and paid ad formats within LinkedIn
4. Add new perspectives

Correct Answer :

• Leverage the different organic and paid ad formats within LinkedIn
• Add new perspectives

Lead Gen Forms are supported by the following ad formats. Select all that apply.

1. Conversation Ads
2. Carousel Image Ads
3. Spotlight Ads
4. Single Image Ads
5. Video Ads

Correct Answer :

• Conversation Ads
• Carousel Image Ads
• Single Image Ads
• Video Ads

Lead gen and demand gen are two ways of saying the same thing.

1. True
2. False

Correct Answer :

• False

Lead scoring is a methodology used for:

1. Tracking how your leads interact with your ads
2. Ranking leads according to their sales-readiness
3. Defining your ideal buyer persona
4. Getting leads at scale

Correct Answer :

• Ranking leads according to their sales-readiness

LinkedIn is the ideal platform for your lead generation goals because of its… Select all that apply.

1. Professional environment
2. Intent-driven audience
3. Relevant engagement

Correct Answer :

• Professional environment
• Intent-driven audience
• Relevant engagement

LinkedIn recommends having 2 to 3 ad creatives to improve frequency.

1. True
2. False

Correct Answer :

• False

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

1. False
2. True

Correct Answer :

• False

Lucas wants to share thought leadership content on LinkedIn. He should repurpose existing content distributed on other platforms.

1. False
2. True

Correct Answer :

• True

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

1. 6 to 7
2. 2 to 3
3. None of the above
4. 4 to 5

Correct Answer :

• 4 to 5

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

1. Install the LinkedIn Insight Tag to her website to see more demographics
2. Leverage her LinkedIn Conversion Tracking tool
3. Check engagement and click-through rate

Correct Answer :

• Install the LinkedIn Insight Tag to her website to see more demographics
• Leverage her LinkedIn Conversion Tracking tool
• Check engagement and click-through rate

Mei-Ling is creating thought leadership content to help with her brand awareness. Which tips does LinkedIn recommend? Select 3.

1. Leverage organic and paid channels
2. Add more white noise
3. Add new perspectives
4. Keep it timely and brief

Correct Answer :

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

Nicolas wants to use data about his website visitors to create targeted ads on LinkedIn. Which tool should he use?

1. Website Demographics
2. The Conversion Tracking Tool
3. Campaign Demographics

Correct Answer :

• Website Demographics

No matter how low your CPL is, if you generate higher quality leads, these will be more likely to convert, which means higher ROI in the long-run.

1. True
2. False

Correct Answer :

• True

On a LinkedIn post, when is the copy truncated?

1. 120 characters
2. 150 characters
3. 200 characters
4. 100 characters

Correct Answer :

• 150 characters

Once you have your leads, how can you attribute them to a specific campaign or update? Select two.

1. By downloading a report by ad performance or campaign performance
2. By clicking into the individual campaign in the Campaign Manager and breaking down the lead data by update
3. By selecting all active campaigns and breaking down the data by source

Correct Answer :

• By downloading a report by ad performance or campaign performance
• By clicking into the individual campaign in the Campaign Manager and breaking down the lead data by update

Peter’s ads are driving leads, but don’t seem to be turning into SQLs or closed opportunities. What should he do?

1. Increase his ad spend
2. Launch a bigger campaign
3. Nurture his audience using a mix of ungated content

Correct Answer :

• Nurture his audience using a mix of ungated content

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

1. Conversion
2. Awareness
3. All of the above
4. Consideration
5. None of the above

Correct Answer :

• All of the above

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

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

Correct Answer :

• Use bold, complementary colors and shapes

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

1. False
2. True

Correct Answer :

• True

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

1. True
2. False

Correct Answer :

• True

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

1. Conversation Ads
2. Lead Gen Forms
3. Video Ads
4. Single Image Ads

Correct Answer :

• Conversation Ads
• Video Ads
• Single Image Ads

Sara’s lead gen campaign has been live for a few months now and she is reporting on the results. She wants to know how her website conversions are doing. On Campaign Manager, what would be the key metric that will help her measure her performance?

1. Conversion rate
2. Clicks
3. View conversions

Correct Answer :

• Conversion rate

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

1. Target a specific senior leader at a company
2. Target a broad audience
3. Rely solely on thought leadership to build brand equity

Correct Answer :

• Target a broad audience

Serena’s lead gen campaign has been live for a few months and she is reporting on the results. She wants to know how she is performing. Which metrics in the Campaign Manager does LinkedIn recommend Serena reviews? Select all that apply.

1. Cost per lead (CPL)
2. Number of leads
3. Average click-through rate (CTR)

Correct Answer :

• Cost per lead (CPL)
• Number of leads
• Average click-through rate (CTR)

Sherry installed the LinkedIn Insight Tag to help her be more effective in reaching the buying committee. Why is this useful?

1. The LinkedIn Insight Tag is reporting tool that targets decision makers so it helps Sherry reach the right audience
2. The LinkedIn Insight Tag allows Sherry to follow a specific audience on LinkedIn
3. The LinkedIn Insight Tag helps Sherry see Website Demographics of her landing page so she can refine her ad targeting

Correct Answer :

• The LinkedIn Insight Tag helps Sherry see Website Demographics of her landing page so she can refine her ad targeting

Stronger brands experience more sensitivity to their pricing.

1. False
2. True

Correct Answer :

• False

The lead score increases as you learn more about how your audience engages with your website and your marketing activities.

1. False
2. True

Correct Answer :

• True

The number of fields on a Lead Gen Form should ideally be:

1. At least 5
2. At least 7
3. Fewer than 5
4. Between 2 and 3

Correct Answer :

• Fewer than 5

There is no average web conversion rate because this metric will normally depend on… Select three.

1. Website design
2. Type of ad
3. User interface
4. Speed

Correct Answer :

• Website design
• User interface
• Speed

To create brand awareness on LinkedIn, which type of campaigns are recommended?

1. Organic activity only
2. Organic and paid campaigns
3. Paid campaigns only

Correct Answer :

• Organic and paid campaigns

To obtain the members’ specific consent, you must manually enable one or more custom checkboxes during form creation.

1. True
2. False

Correct Answer :

• True

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

1. Frequency
2. Conversions
3. Video views
4. Reach
5. Impressions

Correct Answer :

• Frequency
• Video views
• Reach
• Impressions

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

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

Correct Answer :

• Yes, LinkedIn Audience Network helps marketers reach targeted professionals across multiple touch points and in different environments

What are some key advantages of using Data Integrations with LinkedIn marketing partners? Select all the apply.

1. They allow you to create Matched Audiences on LinkedIn from email addresses from your CRM platform
2. Automating the delivery of your lead directly into the sales or marketing platform of your choice
3. Marketing partners can help you standardize the information you receive and append more information onto your LinkedIn leads

Correct Answer :

• They allow you to create Matched Audiences on LinkedIn from email addresses from your CRM platform
• Automating the delivery of your lead directly into the sales or marketing platform of your choice
• Marketing partners can help you standardize the information you receive and append more information onto your LinkedIn leads

What are the greatest drivers of growth in B2B and B2C? Select all that apply.

1. Use messaging forms, including ads, product messaging, and thought leadership
2. Target a specific senior leader at a company
3. Target a broad audience
4. Rely solely on thought leadership to build brand equity

Correct Answer :

• Use messaging forms, including ads, product messaging, and thought leadership
• Target a broad audience

What are the steps involved in brand building? Select all that apply.

1. Review results to optimize ROI
2. Create content that resonates
3. Target a broad audience
4. Plan the customer journey

Correct Answer :

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

What is considered long-form content?

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

Correct Answer :

• Content containing 2,000 words

What is the 95-5 rule?

1. 95% of marketers are driving brand awareness
2. 95% of buyers are out-of-market at any given time
3. 95% of buyers are in market at any given time
4. 95% of brands have a brand strategy

Correct Answer :

• 95% of buyers are out-of-market at any given time

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

1. 39%
2. 49%
3. 29%
4. 19%

Correct Answer :

• 49%

What would be a good first step before you design your targeting strategy?

1. Discard LinkedIn’s data and leverage only your own contact lists
2. Integrate your data with LinkedIn’s data
3. Hyper target to start with a small audience

Correct Answer :

• Integrate your data with LinkedIn’s data

When do you implement your privacy policy URLs during the campaign process?

1. Before creating your Lead Gen Form
2. Once your Lead Gen Form is created
3. During the set-up of your Lead Gen Form

Correct Answer :

• During the set-up of your Lead Gen Form

When it comes to converting your audience into customers, what works best?

1. Exposing them to both branding and acquisition activities
2. Exposing them mainly to branding activities
3. Exposing them mainly to acquisition activities

Correct Answer :

• Exposing them to both branding and acquisition activities

When it comes to retargeting for lead gen, which is considered a best practice for audience size and scale?

1. 50K+ for open not submitted in the past 60 days
2. 50K+ for video in the past 30 days
3. 1K+ for open not submitted in the past 90 days

Correct Answer :

• 1K+ for open not submitted in the past 90 days

When measuring brand lift on LinkedIn, test results and statistical strength can continue to fluctuate for how many days after your scheduled end date?

1. Up to 10 days
2. Up to 5 days
3. Up to 15 days
4. Up to 20 days

Correct Answer :

• Up to 15 days

When repurposing content from other platforms, no editing is usually required.

1. True
2. False

Correct Answer :

• False

When setting up Conversion Tracking on your website, what is a Conversion Window?

1. The amount of time your audience spend on your website
2. The timeframe within which conversions will be attributed to your LinkedIn ad
3. The amount of times your audience clicks on your ad

Correct Answer :

• The timeframe within which conversions will be attributed to your LinkedIn ad

When setting up Conversion Tracking, what is the Attribution Model?

1. It’s the tag you need to install in order to track conversions
2. It’s a tab that allows you to measure the performance of your campaign
3. It’s how each ad interaction is credited for a conversion

Correct Answer :

• It’s how each ad interaction is credited for a conversion

When setting up your conversions, you can select how each ad interaction is credited for a conversion across multiple campaigns. The attribution model can be set to each campaign or a single campaign.

1. False
2. True

Correct Answer :

• True

When setting up your retargeting campaign, converters will be excluded automatically.

1. False
2. True

Correct Answer :

• False

When setting your campaign’s targeting, the audience count will include members from Audience Expansion when Audience Expansion is enabled.

1. True
2. False

Correct Answer :

• False

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

1. You can download a CSV file and manually upload it to your database
2. You will have to use a different Marketing Automation platform
3. It won’t be possible to integrate your data

Correct Answer :

• You can download a CSV file and manually upload it to your database

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

1. False
2. True

Correct Answer :

• False

Which ad type is not recommended by LinkedIn for brand awareness campaigns?

1. Single Image Ads
2. Carousel Ads
3. Video Ads
4. Message Ads
5. Text Ads

Correct Answer :

• Message Ads

Which assets do you need when creating an ad with a Lead Gen Form? Select all that apply.

1. Form details
2. Ad creative
3. Confirmation message
4. A personalized call-to-action message for each lead

Correct Answer :

• Form details
• Ad creative
• Confirmation message

Which is not a LinkedIn best practice for lead generation targeting?

1. Use Lookalike Audiences
2. Avoid hyper targeting
3. Set up different campaigns and approaches
4. Use Contact and Account targeting
5. Include your own company

Correct Answer :

• Include your own company

Which lead gen campaign would you consider more successful?

1. One that shows a higher ROI (return on investment)
2. One that shows the lowest CPL (cost per lead)

Correct Answer :

• One that shows a higher ROI (return on investment)

Which of the definitions best describes brand awareness campaigns?

1. They are conversion-based campaigns to move more relevant target audiences through your funnel
2. They are impression-based campaigns to maximize your reach of relevant target audiences at the top of the funnel

Correct Answer :

• They are impression-based campaigns to maximize your reach of relevant target audiences at the top of the funnel

Which of the following are best practices for strong thought leadership content?

1. Emphasize selling your products
2. Offer new perspectives and insights to existing challenges
3. Talk about what everyone else is talking about
4. Present facts with minimal insight or opinion

Correct Answer :

• Offer new perspectives and insights to existing challenges

Which of the following best describes Conversion Tracking?

1. A marketing strategy that seeks to increase number of leads
2. A tool that can be used on brand awareness campaigns to look at engagement levels
3. A tool that tracks conversions within the LinkedIn environment
4. An analytical function that gathers insights into post-click and view-through conversions of your LinkedIn ads campaigns

Correct Answer :

• An analytical function that gathers insights into post-click and view-through conversions of your LinkedIn ads campaigns

Which of the following criteria would you consider demographic traits? Select three.

1. Job title
2. Industry
3. Registering for an event or webinar
4. Job function
5. Signing up for a free trial
6. Requesting certain types of content

Correct Answer :

• Job title
• Industry
• Job function

Which of the following questions might you ask yourself in order to establish what is important while evaluating lead quality? Select five.

1. What is the minimum criteria a lead must pass to become a customer?
2. How long is the sales cycle of a valuable lead vs. a low-scoring lead?
3. What does a successful customer journey look like?
4. How can I reduce my cost per lead?
5. What qualities do your current customers have in common?
6. What is the lifetime value or average spend of a valuable lead?

Correct Answer :

• What is the minimum criteria a lead must pass to become a customer?
• How long is the sales cycle of a valuable lead vs. a low-scoring lead?
• What does a successful customer journey look like?
• What qualities do your current customers have in common?
• What is the lifetime value or average spend of a valuable lead?

Which of the following sentences is true about Conversion Tracking?

1. It requires the Insight Tag to work
2. It reports on Lead Gen Form activity
3. It only performs well when tracking actions on specific

Correct Answer :

• It requires the Insight Tag to work

Which of the following steps are important before scoring your leads? Select three.

1. Align Sales and Marketing
2. Set up your marketing automation system
3. Make sure you know your CPL
4. Determine your ideal persona

Correct Answer :

• Align Sales and Marketing
• Set up your marketing automation system
• Determine your ideal persona

Which tactics would you use in order to get leads via LinkedIn Marketing Solutions? Select all that apply.

1. Conversion Tracking
2. Brand awareness
3. Lead Gen Forms

Correct Answer :

• Conversion Tracking
• Lead Gen Forms

Which type of access would you need to download leads?

1. Viewer access only
2. Designated Admin OR Lead Gen Forms Manager access on the LinkedIn Page

Correct Answer :

• Designated Admin OR Lead Gen Forms Manager access on the LinkedIn Page

Why is it important that both marketing and sales are aligned when it comes to ABM? Select two.

1. Because they should collaborate in defining the attributes that constitute a target account and the efforts to get them
2. Because they should both focus mainly on targeting the right people
3. Because they should both focus mainly on converting
4. Because they share the same end goal

Correct Answer :

• Because they should both focus mainly on targeting the right people
• Because they share the same end goal

Why would you use Audience Expansion?

1. To target audiences with similar attributes to your audience
2. To target audiences outside of your website demographics
3. To target audiences with different attributes than your target audience

Correct Answer :

• To target audiences with similar attributes to your audience

You need to install the Insight Tag on your website to be able to use the Website Demographics tool.

1. True
2. False

Correct Answer :

• True