LinkedIn Marketing Solutions Fundamentals Certification All
Questions
1: Matthias is running an ad campaign to
encourage customers to try his product. Which of the following is the clearest
call to action?
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2: Which
of the following is a mandatory targeting field within audience setup in
Campaign Manager?
Job Title
Company Size
Audience Expansion
Location
3: What
LinkedIn Page privileges do you need to run your ads?
Publisher access
Recruiter Posters access
Sponsored Content
Posters access
Campaign Manager access
4: 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?
One conversion against the campaign the user saw most
recently
One conversion
against both campaigns
Two conversions
against the campaign the user saw most recently
A conversion would
not be attributed
5: Alessandra
won an auction where her bid price was $25, and the second highest price was
$24. How much will she pay?
$24.01
$24.50
$25
$24
6: Incorrect answer
What is the perfect
mix of brand awareness and conversion campaigns?
60/40
50/50
It will vary
depending on your brand and industry
None of the above
7: Which new features do you have access to when
you install the LinkedIn Insight Tag? Select all that apply.
Website Demographics
Conversion Tracking
Campaign Demographics
Retargeting
Audience Expansion
8: When you’re just starting to build a target
audience, what do we recommend as the first step?
Upload your emails and accounts contact lists
to Matched Audiences
Decide the language of your creatives
Create a clear
target audience persona
Create up to 3 audience templates
9: Which Column view would you choose in the
Campaign Manager reporting dashboard if you want to focus on how many people
Clicked, Reacted, Shared, or Commented on your Ads?
Engagement
Video
Performance
Conversions & Leads
Sponsored Messaging
10: Incorrect answer
Victor is running a
Conversion campaign. Which targeting options are recommended to reach his
objective? Select all that apply.
Website
Retargeting
Uploaded List
Interest Targeting
Lookalike Audiences
11: Ebony is looking to track downloads on an
eBook her team has created. Her website’s policy takes 6 to 9 months to get new
tracking tags implemented, but she needs to promote this eBook starting next
week. Which product should she use with her ads to track downloads?
Lead Gen Forms
Website Demographics
Conversion Tracking
Website Retargeting
12: Laura is running
an ad campaign to promote her company’s live demo. She is seeing a high
engagement rate but low registration numbers. Which of the following
optimizations are recommended? Select all that apply.
Check the offer landing page and ensure that the offer is
clear and the page is mobile optimized
Focus on brand
awareness and send Message Ads to her potential customers
Implement Conversion Tracking to help LinkedIn optimize the
campaign
13: 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
14: Which of the
following Matched Audience targeting techniques can you use in Campaign
Manager? Select all that apply.
Your CRM data
Hashtag Targeting
Website Retargeting
Account Targeting
Lookalike Targeting
15: Which feature in
Campaign Manager allows you to reach professional audiences on trusted third-party
apps and sites outside of the LinkedIn platform?
Audience Expansion
LinkedIn Audience Network
Matched Audiences
Lookalike Audiences
16: Which of the
following is not a marketing objective that you can meet with LinkedIn ads?
Drive awareness
Increase
consideration
Drive conversions
Increase the sales closing ratio
17: Tomas is running
a follower ad campaign. Which metric should he primarily focus on to determine
the campaign’s success?
Cost Per Result
Average CTR
Average CPM
Reach
18: Louise is running
an ad campaign that is not reaching its budget. What changes can she make?
Select four.
Enable Audience Expansion
Set more competitive bids
Increase the daily
budget
Use the Maximum delivery (Automated) bidding option
Use the Manual Bid
option
Use the LinkedIn Audience Network
19: 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
Use targeting templates to pre-save and reuse audiences
Make a checklist
template with your preferred targeting criteria
20: Which of the
following is not a billing option in Campaign Manager?
Quarterly Invoicing
Credit Card
Monthly Invoicing
21: 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?
Stop her campaign
Create a website
audience
Narrow her current campaign targeting to include HR
employees at companies with more than 500 employees
22: Which method is
used by LinkedIn to determine which ads are shown?
A maximum bidding
method where bids are reviewed and validated
An auction system based
on a relevancy scoreAn optimized bidding method that gives preference to the
best bid
An auction system based on bids, combined with a relevance
score
23: 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
24: What is the
recommended way to track conversions?
Event-specific image
pixel
Insight Tag
25: What is the
definition of Reach in campaign reporting?
The amount of clicks
in your campaign divided by the number of impressions
The average number of
impressions served to each unique user
The unique number of people exposed to at least one
impression
The number of opens
for the ads divided by the number of sends
26: 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 Seniority +
Company Industry + Company Category
Job Title + Member
Traits + Company Connections
27: Which targeting
tools can you use to reach more similar audiences? Select all that apply.
Lookalike Audiences
Audience Expansion
Retargeting
28: Which of the
following is a targeting option? Select all that apply.
Member Groups
Member Skills
Company Growth Rate
Company Connections
Your Company Followers
29: Can you exclude a
contact list from your campaign with Matched Audiences?
No
Yes
30: 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
Combine an email
contact list with targeting attributes, such as Company Industry
Select Member
Interests in addition to Job Function
31: Which of the
following is not a step when setting up your campaign in Campaign Manager?
Choose an Objective
Review Page Posts
Launch and Optimize
Choose the Right
Audience
32: Yolanda wants to
increase awareness of her organization with Software Engineers. Which of the
metrics below should she primarily focus on?
Website Clicks, Video
Views, Conversions
Campaign
Demographics, Clicks, Click-through Rate
Reach, Frequency, Campaign Demographics
Reach, Frequency,
Conversions
33: 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?
Create a Brand
Awareness campaign to give them more information about her products
Use Website Retargeting to remind them to purchase when
they log into LinkedIn
Use Conversion
Tracking to motivate them to purchase
34: 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
35: When optimizing
your targeting strategy, what are the two key elements you should think of?
Forecast and Audience
Reach and Relevance
Cost and Engagement
Conversions and Leads
36: Which new
features do you have access to when you install the LinkedIn Insight Tag?
Select all that apply.
Campaign Demographics
Conversion Tracking
Audience Expansion
Website Demographics
Website Retargeting
37: When setting up
targeting, it’s recommended that you use Job Seniority and Years of Experience
instead of age.
False
True
38: 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?
Pause the campaign
Increase the bid for
underperforming creatives
Pause underperforming creatives
Adjust targeting
39: Which ad format
would you use if you wanted to deliver a direct personalized message?
Video Ad
Message Ad
Single Image Ad
40: 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?
Consideration
Awareness
Conversion
41: Which filter
would you select in Campaign Manager reporting dashboard if you want to rapidly
see all your Single Image campaigns?
Type
Objective
Status
42: What LinkedIn
Page privileges do you need to run your ads?
Designated Admin access and/or Sponsored Content posting
access
Publisher access
Recruiter Posters
access
Campaign Manager
access
43: Would you win an
auction if you are the highest bidder?
Yes, the highest
bidder always wins
No, the highest
bidder never wins
It depends, creative relevancy matters
44: LinkedIn ads
allows you to reach the largest global community of professionals.
False
True
45: At a minimum, how
often should you evaluate your campaigns?
Monthly
Quarterly
Weekly
46: Which campaign
objective should you choose from Campaign Manager if your objective is
Engagement?
Awareness
Consideration
Conversion
47: 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
Target the creatives
to the same audience and monitor performance for the highest number of clicks
and CTR
Run the creative she
likes best
48: What do you need
prior to creating a lookalike audience in Campaign Manager?
A contact list or website audience
A live campaign
running for 60 days
The Audience
Expansion feature activated
49: Which sentence
best describes Campaign Manager?
It is LinkedIn’s tool
to create ad campaigns and engage with different audiencesIt is LinkedIn’s tool
to check campaign performance in addition to Campaign Creator, LinkedIn’s tool
to create campaigns
It is LinkedIn’s ad management tool to create, launch, and
evaluate the performance of your LinkedIn ad campaigns
50: Which of the
following ad formats appear when you select Engagement as your marketing goal
in Campaign Manager? Select all that apply.
Video Ad
Single Image Ad
Text Ad
51: 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
Carousel Image Ad
Video Ad
Conversation Ad
52: Can you customize
the columns of your Campaign Manager reporting dashboard?
No
Yes
53: 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
54: 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?
Single Ad
Carousel Ad
Conversation Ad
Message Ad
55: Why should you
create a LinkedIn Page? Select all that apply.
Because you need a LinkedIn Page to set up LinkedIn ad
campaigns
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
56: Judi wants to
serve ads to professionals who have visited her website. What is her first
step?
Create a campaign
Install the Insight Tag on her website
Create a conversion
action
Create a website
audience
57: 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 4 to 5
No more than 2 to 3
No more than 7 to 8
There is no such
recommendation regarding targeting attributes
58: 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
59: What can a
Creative Manager role do in Campaign Manager?
Create new campaigns
and add new creatives
Manage billing
information for its related creatives
View the reports
related to certain creatives
Edit and add new creatives but cannot create new campaigns
60: What are the
three things you need to do to succeed in your auctions? Select all that apply.
Ensure a consistent
Conversion Rate
Bid enough to be competitive
Optimize to achieve and maintain a high Click-Through Rate
Strive for relevant and engaging content
61: There is a
minimum spend per month to qualify for Monthly Invoicing.
False
True
62: Why is it
important to choose the right objective in Campaign Manager?
Because your campaign
objective determines your targeting options
Because your objective determines your campaign settings
and how LinkedIn optimizes it to ensure success
Because your campaign
objective guarantees your performance
63: How is Maximum
Delivery (Automated) Bid determined?
It allows you to bid
on a CPC basis
It prioritizes
certain ads over others based on the ad formats used
It optimizes the budget to focus on the campaign objective
selected
64: Which analytics are available on LinkedIn Pages?
Select all that apply.
Follower analytics
Search engine analytics
Updates analytics
65: There is no average web conversion rate because
this metric will normally depend on… Select three.
User interface
Type of ad
Website design
Speed
66: Which LinkedIn free
features can you use to build brand awareness organically? Select all that
apply.
Conversion Tracking
LinkedIn Pages
The My Company tab
67: Peter’s ads are driving
leads, but don't seem to be turning into SQLs or closed opportunities. What
should he do?
Launch a bigger campaign
Increase
his ad spend
Nurture his audience
using a mix of ungated content
68: Alexandra is setting up a
brand awareness campaign to understand which buyer persona performed the best
by region. Which of the following options will optimize her targeting strategy?
Separate the buyer
personas into campaign groups based on related industries, geographies and job
functions
Put all buyer personas together in one campaign
69: For custom s in your Lead
Gen Form, the best type of is one where...
Members can choose from a
dropdown menu
Members fill in an answer
70: Building your Lead Gen Form
and video retargeting audience may take up to:
48h
72h
24h
71: How does LinkedIn help you with account-based
marketing (ABM)? Select all that apply.
It combines LinkedIn’s
first-party data with your account lists
It
automatically provides you with a list of accounts that match your area of
expertise
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
72: Jimmy wants to see the type of professionals
who are seeing and engaging
Matched Audiences
Website Demographics
Conversions
Campaign Demographics
73:
Which of the
definitions best describes brand awareness campaigns?
They are conversion-based campaigns to move more relevant
target audiences through your funnel
They are impression-based campaigns to maximize your reach
of relevant target audiences at the top of the funnel
74: Which of the
following s might you ask yourself when building a content roadmap for brand
awareness? Select three.
What is our desired audience generally interested in? How
can we align with it?
What is our current position in the market, relative to
competitors?
How do our customers view us, and how do we want to be
viewed?
How can we use our content to explicitly sell our products?
74: Which of the following characterize valuable
thought leadership? Select all that apply.
Lengthy pieces of content
Timely release of
content
Keeping insights superficial
Exploring new
perspectives
75: Brands that set their share of market (SOM)
above their share of voice (SOV) tend to grow.
True
False
76: On average, how many people are involved in
each B2B purchase decision?
1
2.5
4.6
6.8
77: Which ad formats are recommended for brand
awareness campaigns? Select all that apply.
Dynamic
Ads
Single Image Ads
Message Ads
Conversation Ads
Carousel Ads
Video Ads
78: In what ways can using the “My Company” tab
help create Brand Awareness? Select all that apply.
By
generating more Company Page followers
By generating more
job views and applications
By generating more
Company Page views
By selecting your target accounts for
79: 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
80: 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?
A couple of days
There is no minimum
recommended time before optimizing
Two months
At least a week
81: Why do we
recommend your campaigns have at least 4 to 5 different creatives?
To minimize content fatigue
To target different
audiences to different creatives
To be able to select
a different bidding model on each one
82: Ciara wants to
see which types of professionals are visiting her website. Where does she find
this information?
Campaign Demographics
Website Demographics
Conversions
Matched Audiences
83: How much would
you pay if you win an auction?
The average of the
two highest bid prices
The bid price I
offered
The bid price offered
by the second-highest bidder plus 3%
The bid price offered by the second-highest bidder plus one
cent
84: Which
demographics in the Campaign Manager reporting dashboard would help you better
understand your site’s audience and reach your ideal prospects?
Campaign Demographics
Website Demographics
85: Sofia wants to find
new audiences that have similar attributes to her existing customers. Which
targeting method would she use?
Audience Attributes
Lookalike Audiences
86: Which type of access would you need to download
leads?
Viewer access only
Designated Admin OR Lead
Gen Forms Manager access on the LinkedIn Page
87: Zoe wants to tease out a research report. Which ad should she use
to showcase five insights from the report?
Carousel Ad
Dynamic
Ad
Video Ad
Single Image Ad
88: In what ways does LinkedIn help you retarget
your audience? Select all that apply.
Retarget your website
visitors that have not completed your desired action
Retarget those who have
viewed your video ad, whether completely or partially
Retarget those who have
shown an interest by opening or submitting a Lead Gen Form
Retarget
the audience segments who have shown the least interest in your ads
89: Maribel wants to build brand awareness on
LinkedIn. What is the first logical step for her to take?
Set up and optimize her
Company Page
Create an ad campaign
Do a Live Event
90: Lead scoring is a methodology used for:
Getting
leads at scale
Ranking leads according
to their sales-readiness
Defining your ideal buyer persona
Tracking how your leads interact with your ads
91: Why is it important that
both marketing and sales are aligned when it comes to ABM? Select two.
Because they share the
same end goal
Because they should collaborate in
defining the attributes that constitute a target account and the efforts to get
them
Because they should both focus mainly on targeting the right
people
Because they should both focus mainly on converting
92: When using Dynamic Ads, it’s best to include
only one clear CTA.
True
False
93: Which is the best approach to take for ad
campaigns?
Try a variety of ads to
see what works best
Choose just 1-2 types of ad
94: Which lead gen campaign would you consider more
successful?
One that shows a higher
ROI (return on investment)
One that shows the lowest CPL (cost per lead)
95: Which of the following best describes Conversion
Tracking?
An analytical function
that gathers insights into post-click and view-through conversions of your
LinkedIn ads campaigns
A
tool that can be used on brand awareness campaigns to look at engagement levels
A marketing strategy that seeks to increase number of leads
A tool that tracks conversions within the LinkedIn environment
96: The first step to creating brand awareness on
LinkedIn is to set up and use LinkedIn Pages.
True
False
97: What would be a good first step before you
design your targeting strategy?
Integrate your data with
LinkedIn’s data
Discard LinkedIn’s data and leverage only your own contact lists
Hyper target to start with a small audience
98: What are the advantages of thought
leadership?
It can enhance the perceptions of an
organization
It can influence buying decisions
Both a and b
Neither a nor b
99: What ratio should B2B brands use to split
their budget between long-term brand building and short-term lead generation?
60:40 sales activation:brand building
70:30 sales activation:brand building
50:50 sales
activation:brand building
100: Brands that set their share of market (SOM)
above their share of voice (SOV) tend to grow.
True
False
101: What factors set the LinkedIn platform apart
from other channels when it comes to generating high quality leads? Select all
that apply.
The
size of LinkedIn’s professional network
The level of
engagement of LinkedIn’s audience
The trust members
have and show in the LinkedIn environment
102: Incorrect answer
Both lead gen and
demand gen are lower-funnel marketing strategies.
True
False
103: Correct answer
Demand gen campaigns
should be developed and carried out:
After lead gen campaigns
Before lead gen
campaigns
104: Correct answer
Members exposed to
both brand and acquisition messaging are more likely to convert than those who
are mainly exposed to demand (acquisition) activities.
True
False
105: How can you use LinkedIn to get a higher
share of voice (SOV)? Select all that apply.
Use first-party data
to determine if you’re reaching the right audiences
Place ads where
people pay attention to them
Run ads on real,
reputable channels
106: Content shared by employees gets more
engagement than content shared by the company.
True
False
107: LinkedIn Pages enables you to react and
comment on hashtag feeds associated with your Page.
True
False
108: In what ways can using the “My Company” tab
help create brand awareness? Select all that apply.
By generating more
Company Page followers
By generating more
Job views and applications
By generating more
Company Page views
109: On average, how many people are involved in
each B2B purchase decision?
1
2.5
4.6
6.8
110: In addition to the Location option, what’s
the number of targeting options you should use in a campaign?
At least 3
2 or fewer
4 or more
111: Which ad formats are recommended for brand
awareness campaigns? Select all that apply.
Dynamic
Ads
Single Image Ads
Message Ads
Conversation Ads
Carousel Ads
Video Ads
112: Which actions should you take to increase
engagement and follower growth? (Select all that apply)
Add a Follow button to your website
Leverage content
suggestions tool
Allow followers to post new content directly
to your page
Respond to s and
comments from followers often
113: Brand awareness campaigns are
impression-based campaigns to get more relevant people into the top of your
funnel.
True
False
114: LinkedIn’s reporting tools enable you to
track and analyze KPIs for your thought leadership campaigns separately from
your demand generation campaigns.
True
False
115: Which metrics are available on LinkedIn
Pages? Select all that apply.
Followers
and Visitors Analytics
Updates Analytics
Talent Brand
Analytics
116: The primary metrics to focus on in paid brand
awareness campaigns are the following. Select all that apply.
The click-through rate
The engagement rate (shares, likes and comments)
Traffic to your
website and the number of unique visitors
The cost per 1,000 impressions (CPM)
117: Which strategic outcomes should you measure
to see the real impact of brand awareness efforts? Select all that apply.
Quality
leads generated
Executive meetings
scheduled
The cost per 1,000 impressions (CPM)
Advisory board
invites
Page followers
Analyst meetings
secured
118: What percentage of decision makers say that
thought leadership can be effective in influencing their purchasing decisions?
19%
29%
39%
49%
119: What is lead scoring?
It’s the amount of money you spend on a lead
It's how customers value the relevance of your
ads
It’s a way of
ranking leads to determine their sales-readiness
120: Incorrect answer
How many assets do
you need when creating your Lead Gen Form?
Two: ad creative and form
Three: Form, Thank You page and personalized
message
Three: ad creative,
Form and confirmation (thank you) message
121: When setting up
Conversion Tracking on your website, what is a conversion window?
The amount of time your audience spends on
your website
The timeframe within
which conversions will be attributed to your LinkedIn ad
The number of times your audience clicks on
your ad
122: What should you
do if you are seeing high engagement with your ad but low conversion on your
website? Select all that apply.
Review
landing page
Test Lead Gen Forms
Ensure you have a
clear call to action on the creative
Review campaign
demographics
123: A campaign that has a lower cost per lead
(CPL) will always deliver a higher return on investment (ROI).
True
False
124: Why is hyper-targeting not a good practice
for lead gen?
Because it’s expensive
Because it’s frowned-upon in the industry
Because you are
limiting your own reach by leaving potential buyers out
Because it’s best to start narrow and then go
broader
125: How can LinkedIn
help you with ABM targeting? Select all that apply.
By
adding a demographic layer to your account list
By getting you
closer to the decision-makers within your target account
By making it easier
to be present in each stage across the funnel
By selecting your target accounts for you
126: Your lead scoring model’s components can be
based on:
Demographics
Demographics and
activity
Activity
127: Lead Gen Forms are only displayed on desktop
devices.
True
False
128: In order to
download leads, you will need the following access. Select all that apply.
Designated
Admin OR Lead Gen Forms Manager access on the LinkedIn Page
Viewer access or
higher on the ad account
Only viewer access
129: Privacy policy URLs are required:
Before creating your Lead Gen Form
During the set-up of
your Lead Gen Form
Once your Lead Gen Form is created
130: How many assets do you need when creating
your Lead Gen Form?
Two: ad creative and Form
Three: Form, Thank You page and personalized
message
Three: ad creative,
Form and confirmation (thank you) message
131: In order to access Conversion Tracking, you
must first install the Insight Tag.
True
False
132: What are the key advantages of using LinkedIn
for Conversion Tracking? Select all that apply.
More
complete metrics
Stronger ROI
Deeper insights
More leads
133: When setting up Conversion Tracking, what is
a conversion window?
The amount of time your audience spends on
your website
The number of times your audience clicks on your
ad
The timeframe within
which conversions will be attributed to your LinkedIn ad
134: What should you do when you are seeing high
engagement rates, but low conversions? Select all that apply.
Review
landing page
Test Lead Gen Forms
Ensure you have a
clear call to action on the creative
Review campaign
demographics
135: Alice's ads are driving leads, but don't seem
to be turning into SQLs or closed opportunities. What should she do?
Launch a bigger campaign
Increase her ad spend
Nurture her audience
using a mix of ungated content
136: Conversion value is...
The monetary value
of each conversion to you as the marketer, usually the same as your CPL goal
The amount a customer spends on their first
purchase with you
The Quality Score you give a lead
The amount spent on the entire campaign
137: The number of fields on a Lead Gen Form
should be:
Fewer than 5
Between 1-3
More than 7
Between 2-3
138: A campaign that has a lower cost per lead
(CPL) will always deliver higher return on investment (ROI)
True
False
139: When working with LinkedIn Marketing
Partners, if you don’t see your CRM or marketing automation platform listed:
It won't be possible to integrate your data
You will have to use a different marketing
automation platform
You can download a
CSV file and manually upload it to your database
140: Why does using our marketing partner system
save time? Select all that apply.
Your
sales or marketing team can act on the leads more quickly
Marketing partners
have built simple, one-time set ups for integrations
You can ensure all
of your leads are stored in one place
141: There is a
minimum spend to qualify for Monthly Invoicing.
False
True
142: Which targeting categories can you use when choosing
your audience attributes in Campaign Manager? Select all that apply.
Interests
Company
Education
Demographics
143: How frequently
should you post on your LinkedIn Page to see a 2x lift in engagement with your
content?
Daily
Monthly
Twice a month
Every other week
LinkedIn Marketing Strategy Study Guide
144: You need to
install the Insight Tag on your website to be able to use the Website
Demographics tool.
True
False
145. Which of the
following best describes Conversation Ads?
They are static
message ads that you can send to multiple members
They allow for quality conversations with professionals
through a choose-your-own-path experience
They are ads which
appear in a member’s home feed
146: LinkedIn Pages
enables you to react and comment on hashtag feeds associated with your Page.
False
True
147: In your LinkedIn
Campaign Manager, which marketing goal should you choose if you are looking to
generate leads?
Consideration
Brand awareness
Conversion
148: How would you
best approach your campaign’s reach for lead generation?
Hyper target so that
you make sure you are reaching the right audience
Start broad and narrow down your audience as you analyze
results
Target broadly so
that you make sure as many people as possible see your ad
149: When it comes to
retargeting for lead gen, which is considered a best practice for audience size
and scale?
50K+ for open not
submitted in the past 60 days
50K+ for video in the
past 30 days
1K+ for open not submitted in the past 90 days
150: In what ways
does LinkedIn help you retarget your audience? Select all that apply.
Retarget those who have shown an interest by opening or
submitting a Lead Gen Form
Retarget the audience
segments who have shown the least interest in your ads
Retarget those who have viewed your video ad, whether completely
or partially
Retarget your website visitors that have not completed your
desired action
151: According to
LinkedIn, how many people on average are involved in each B2B purchase
decision?
1
4.6
6.8
2.5
152: What are some
key advantages of using Data Integrations with LinkedIn marketing partners?
Select all the apply.
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
153: Ferdinando has
created a Conversation Ad as part of his Brand Awareness campaign. To get
stronger results, which is recommended?
A-B test sending from member account
Send it from his
company account
154: The number of
fields on a Lead Gen Form should ideally be:
At least 5
At least 7
Fewer than 5
Between 2 and 3
155: How many cards
should you use when starting out with Carousel Ads?
6-8
2-3
3-5
4-6
156: Alice wants to
redirect intent-driven members to her content to convert them into customers.
Which of the following actions would you recommend?
Wait for her
prospects to take action on her website in order to retarget them
Retarget people who
have watched at least 25% of her short video ad with a Lead Gen Form
Retarget people who have watched 75% of her short video
with a Lead Gen Form
157: How does
LinkedIn help you with account-based marketing (ABM)? Select all that apply.
It ensures your brand is present and prepared to help
during each stage of the funnel
It automatically
provides you with a list of accounts that match your area of expertise
It helps you get closer to decision makers within your
target companies
It combines LinkedIn’s first-party data with your account
lists
158: Lead gen and
demand gen are two ways of saying the same thing.
True
False
159: What are the
advantages of using the My Company tab on your LinkedIn Page to create brand
awareness? Select two.
It results in more views and follows for your Company Page
through employee sharing
It automatically
shares your content for you
It easily enables you to encourage your employees to share
your content
It helps you find
companies to target
160: Which lead gen
campaign would you consider more successful?
One that shows a higher ROI (return on investment)
One that shows the
lowest CPL (cost per lead)
161: Which are the
primary metrics you should measure for paid brand awareness campaigns? Select
all that apply.
The cost per click
(CPC)
Reach and frequency
The cost per 1,000 impressions (CPM)
162: Ameer wants to
build brand awareness organically by engaging his employees. The best tool to
do this would be the My Company tab.
False
True
163: When you are
setting up your retargeting audience, you should add as many targeting layers
as possible to narrow it down.
False
True
164: To build brand
awareness with new audiences, the recommended LinkedIn virtual events solution
is LinkedIn Live.
True
False
165: To create brand
awareness on LinkedIn, which type of campaigns are recommended?
Organic activity only
Organic and paid campaigns
Paid campaigns only
166: 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 Sharon reviews? Select all that apply.
Average click-through rate (CTR)
Number of leads
Cost per lead (CPL)
167: If you find you
are getting a high CTR but a low completion rate, what could you do to improve
it?
Revise your creative
Revise your form and make sure that it is easy to fill in
Rethink your strategy
and go backwards in the funnel
Change your CTA
168: 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?
Those who have
already opened his form
Those who have viewed
his ads already
Those who have opened and submitted his form
169: How many
different creatives should your campaigns have?
Fewer than 2
2-3
At least 4-5
170: How can you use
LinkedIn to increase your Share of Voice (SOV) in your market segment? Select
all that apply.
By using the first-party data available in Website Demographics
and Campaign Manager to determine if you’re reaching the right audiences
By running ads on trusted, reputable channels
By placing ads where people pay attention to them
171: Maribel wants to
build brand awareness on LinkedIn. What is the first logical step for her to
take?
Do a Live Event
Create an ad campaign
Set up and optimize her Company Page
172: 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?
The Insight Tag
Website Demographics in Campaign Manager
Campaign Demographics
in Campaign Manager
173: Which assets do
you need when creating an ad with a Lead Gen Form? Select all that apply.
Form details
Ad creative
Confirmation message
A personalized
call-to-action message for each lead
174: Jimmy’s company
is going through a challenging time, as he is up against fierce competition for
the share of market (SOM). What action would be recommended based on the
principle of all-weather marketing?
Cut the ad budget
until the situation improves
Don’t cut the ad budget
175: How long will a
website retargeting audience take to build, on average?
Once you reach 300 members, it will depend on your website
traffic
Less than 48h
Less than 24h
176: In order to use
Website Retargeting, you will have to install the Insight Tag.
True
False
177: Which is not a
LinkedIn best practice for lead generation targeting?
Use Lookalike
Audiences
Avoid hyper targeting
Set up different
campaigns and approaches
Use Contact and
Account targeting
Include your own company
178: Creating and
distributing valuable thought leadership content to the right audiences is at
the heart of driving brand awareness on LinkedIn.
False
True
179: LinkedIn is the
ideal platform for your lead generation goals because of its… Select all that
apply.
Professional environment
Intent-driven audience
Relevant engagement
180: Peter wants to
use video ads for a brand awareness campaign. What are some best practices he
should keep in mind? Select five.
Keep video under 30 seconds
Consider adding video subtitles
Use visual storytelling
Show the most important information in the first 10 seconds
of the video
Test different video lengths
Keep video between 30
seconds and 1 minute
Don’t include any
text
181: When working
with LinkedIn marketing partners, if you don’t see your CRM or marketing
automation platform listed:
You can download a CSV file and manually upload it to your
database
You will have to use
a different Marketing Automation platform
It won’t be possible
to integrate your data
182: There is no
average web conversion rate because this metric will normally depend on… Select
three.
Website design
Type of ad
User interface
Speed
183: Emily is running
a brand awareness campaign. Which is not a key targeting criterion?
Member Schools
Seniority
Industry
Job Function
184: Which analytics
are available on LinkedIn Pages? Select all that apply.
Follower analytics
Search engine
analytics
Updates analytics
185: Which of the
following s might you ask yourself when building a content roadmap for brand
awareness? Select three.
How do our customers view us, and how do we want to be
viewed?
How can we use our
content to explicitly sell our products?
What is our current position in the market, relative to
competitors?
What is our desired audience generally interested in? How
can we align with it?
186: From your
LinkedIn Page, you can notify employees of your most important Page posts to
boost organic reach.
True
False
187: Which of the following
steps are important before scoring your leads? Select three.
Make sure you know
your CPL
Determine your ideal persona
Set up your marketing automation system
Align Sales and Marketing
188: Mei is running
an ad for a brand awareness campaign. The click-through rate (CTR) for the ad
is declining. Which action should she take?
Keep the ad the same
for another month
Consider swapping in a new ad creative
Pull the ad
immediately
189: When using
Dynamic Ads, it’s best to include only one clear CTA.
False
True
190: Andrew wants to
test different call-to-actions in the same ad unit. Which LinkedIn ad types
would be recommended for this? Select two.
Carousel Ad
Single Image Ad
Conversation Ad
Video Ad
191: Marie needs to
build brand awareness quickly among a tightly-defined group of target
companies. Which marketing approach would be recommended in this case?
Sales activation
Brand building
Account-based marketing
192: Daniel has
decided to integrate his Lead Gen Form with his CRM system. How will this
affect him?
All his leads will be
stored in Campaign Manager for up to 30 days
He will be able to take action on his leads quickly
He will have to start
downloading his lead lists manually
193: Which of the
following is not true of the buying committee?
They are made up of
multiple contacts in an organization
They only include senior members and practitioners
Fewer senior members
and practitioners are included
They tend to be large
and widely distributed
194: Alice has not
yet associated her Lead Gen Form with an ad in an active campaign. What would
she be able to edit?
All fields except her
creative
All fields except the form language
She can’t edit any
fields
Language and target
audience
195: Rachel wants to
create brand awareness by answering any s her audience may have about her
product or service. What would be a great LinkedIn feature to use for this?
Conversation Ads
Direct Messaging
LinkedIn Live
LinkedIn Page
196: Alexandra is
setting up a brand awareness campaign to understand which buyer persona
performed the best by region. Which of the following options will optimize her
targeting strategy?
Separate the buyer personas into campaign groups based on
related industries, geographies and job functions
Put all buyer
personas together in one campaign
197: 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.
He should prioritize
getting his sales team to talk to his audience as soon as possible
He should review and diversify his content mix
He should try to understand what his audience’s needs are
and provide his content accordingly
He should make sure
he is consistent and always offer free trials or demos in his ads
198: A lead scoring
model has different components that can be selected based on activity or
demographics.
False
True
199: Why is it
important to not cut your ad budget even in times when competition is fierce?
Select all that apply.
Ads tend to be
cheaper so you can buy more
It’s an opportunity to take more share of voice (SOV) as
many businesses tend to cut their budgets
Most of the effects of marketing are long-term
200: What would be a
good first step before you design your targeting strategy?
Discard LinkedIn’s
data and leverage only your own contact lists
Integrate your data with LinkedIn’s data
Hyper target to start
with a small audience
201: Which of the
following best describes Conversion Tracking?
A marketing strategy
that seeks to increase number of leads
A tool that can be
used on brand awareness campaigns to look at engagement levels
A tool that tracks
conversions within the LinkedIn environment
An analytical function that gathers insights into
post-click and view-through conversions of your LinkedIn ads campaigns
202: According to
LinkedIn, what is the recommended number of content pieces to run at any one
time to successfully optimize your campaign?
4
5
2
7
203: 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.
True
False
204: How does
distributing industry trends content on LinkedIn help you build brand
awareness? Select two.
It builds credibility for your organization
It allows you to add value to your audience
It allows you to sell
directly to your audience
205: Peter’s ads are
driving leads, but don’t seem to be turning into SQLs or closed opportunities.
What should he do?
Increase his ad spend
Launch a bigger
campaign
Nurture his audience using a mix of ungated content
206: 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?
Brand awareness
campaign
Lead generation campaign
Demand generation
campaign
207: Decision makers
tend to be interested in thought leadership content that is timely and brief.
True
False
208: LinkedIn macros
allow you to pull the following data from a member’s LinkedIn profile when
setting up Conversation Ads. Select five.
Seniority
First name
Job title
Gender
Industry
Company name
Last name
209: Which type of
access would you need to download leads?
Viewer access only
Designated Admin OR Lead Gen Forms Manager access on the
LinkedIn Page
210: The lead score
increases as you learn more about how your audience engages with your website
and your marketing activities.
False
True
211: Hyper-targeting
your ad campaigns is seen as good practice.
False
True
212: When do you
implement your privacy policy URLs during the campaign process?
Before creating your
Lead Gen Form
Once your Lead Gen
Form is created
During the set-up of your Lead Gen Form
213: Which ad type is
not recommended by LinkedIn for brand awareness campaigns?
Single Image Ads
Carousel Ads
Video Ads
Message Ads
Text Ads
214: LinkedIn’s
reporting tools enable you to track and analyze KPIs for your thought
leadership campaigns separate from your demand generation campaigns.
False
True
215: Which LinkedIn
free features can you use to build brand awareness organically? Select all that
apply.
Conversion Tracking
The My Company tab
LinkedIn Live
LinkedIn Pages
216: If you detect that
your CTR is underperforming, what can you do to improve it?
You could try to improve your images and text so that they
attract more people
You could increase
your budget so that it reaches more people
You could try
changing your targeting filters
217: Lindsay wants to
foster internal engagement amongst her employees. What tool would she need to
use for this?
LinkedIn Live Events
The My Company tab
Campaign Manager
218: Which tactics
would you use in order to get leads via LinkedIn Marketing Solutions? Select
all that apply.
Conversion Tracking
Brand awareness
Lead Gen Forms
219: To obtain the
members’ specific consent, you must manually enable one or more custom
checkboxes during form creation.
True
False
220: For custom s in
your Lead Gen Form, the best type of is one where…
Members can choose from a dropdown menu
Members fill in an
answer
221: Once you have
your leads, how can you attribute them to a specific campaign or update? Select
two.
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
By selecting all
active campaigns and breaking down the data by source
222: It is not
possible to select brand awareness as a specific campaign objective in Campaign
Manager.
False
True
223: Nicolas wants to
use data about his website visitors to create targeted ads on LinkedIn. Which
tool should he use?
Website Demographics
The Conversion
Tracking Tool
Campaign Demographics
224: In order to
create your Lead Gen Form, including a Privacy Policy URL is:
It depends on the
country
Mandatory
Optional
225: In order to use
Lead Gen Forms, you must first install Insight Tag.
True
False
226: Why is it
important that both marketing and sales are aligned when it comes to ABM?
Select two.
Because they should collaborate in defining the attributes
that constitute a target account and the efforts to get them
Because they should
both focus mainly on targeting the right people
Because they should
both focus mainly on converting
Because they share the same end goal
227: What percentage
of decision makers say that thought leadership can be effective in influencing
their purchasing decisions?
39%
49%
29%
19%
228: Which of the
following sentences is true about Conversion Tracking?
It requires the Insight Tag to work
It reports on Lead
Gen Form activity
It only performs well
when tracking actions on specific
229: How can you use
the Insight Tag to help your brand awareness strategy? Select three.
Automatically repost
content from your website onto your LinkedIn Page
Upload contact lists
to use in targeting campaigns
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
230: The first step
to creating brand awareness on LinkedIn is to set up and use LinkedIn Pages.
True
False
231: Which type of ad
pulls a member’s company name and profile image to make a personalized ad?
Single Image Ad
Carousel Ad
Video Ad
Dynamic Ad
232: Lead Gen Forms
are supported by the following ad formats. Select all that apply.
Conversation Ads
Carousel Image Ads
Spotlight Ads
Single Image Ads
Video Ads
233: When running
brand awareness campaigns, Campaign Manager optimizes your ad delivery to get
more of the results you want based on your selected objective.
True
False
234: When setting up
your retargeting campaign, converters will be excluded automatically.
False
True
235: To get stronger
results when sending a Conversation Ad, what is considered a best practice?
Use a member sender
Use a company sender
Test sending from a member or company to see what works
best for your brand
236: Lucas wants to
share thought leadership content on LinkedIn. He should repurpose existing
content distributed on other platforms.
False
True
237: A successful
lead gen campaign is one that gets you the highest amount of leads, regardless
of whether they convert or not.
False
True
238: Which is the
best approach to take for ad campaigns?
Choose just 1-2 types
of ad
Try a variety of ads to see what works best
239: Who can use the
LinkedIn proprietary Content Suggestion tool?
Only one designated
Page Admin
Any employee at your
organization
Any Page Admin
240: How frequently
should you post on your LinkedIn Page to see a 2x increase in engagement with
your content?
Daily
Monthly
Weekly
Twice a month
241: For Lead Gen
Form campaigns, conversion actions can be added to a campaign via:
Either by editing campaign details or by adding the
campaign name when creating the conversion action
Only via ‘Edit campaign details’
By adding the
campaign name when creating the conversion action
242: 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.
True
False
243: According to
LinkedIn best practices, what is the ideal ratio of “long-term brand building :
short-term activation campaigns” for B2B?
40:60
It depends on the
campaign
50:50
60:40
244: Which of the
definitions best describes brand awareness campaigns?
They are
conversion-based campaigns to move more relevant target audiences through your
funnel
They are impression-based campaigns to maximize your reach
of relevant target audiences at the top of the funnel
245: Which of the
following are best practices for strong thought leadership content?
Emphasize selling
your products
Offer new perspectives and insights to existing challenges
Talk about what
everyone else is talking about
Present facts with
minimal insight or opinion
246: Which of the
following criteria would you consider demographic traits? Select three.
Job title
Industry
Registering for an
event or webinar
Job function
Signing up for a free
trial
Requesting certain
types of content
247: Which metrics
make up the engagement rate? Select all that apply.
Cost per click (CPC)
Likes
Shares
Comments
248: Having a high
CTR usually means you get a high number of submitted forms.
True
False
249: Which of the
following describes a brand’s “always-on” approach to building brand awareness
at scale? Select all that apply.
They tend to use an
account-based marketing (ABM) approach
The aim is to create general awareness of your business to
keep filling up the top of your funnel
They don’t tend to be time-sensitive
The campaigns tend to
have a tight schedule
250: In your LinkedIn
Campaign Manager, which marketing goal should you choose if you are looking to
generate leads?
Brand awareness
Conversion
Consideration
251: Ana is seeing a
high CTR but a low conversion rate in her campaign. How can she improve this?
Revise her creative
in order to increase her CTR
Revise her targeting
settings
Improve the conversion process on her website
Discard use of
website conversions, as it is not compatible with her company
252: Brands that set
their Share of Voice (SOV) above their Share of Market (SOM) tend to grow.
True
False
253: Which of the
following are events that work well on LinkedIn Live? Select four.
Panels
Recruitment Events
Interviews
Sales Pitches
Q+As
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