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The LinkedIn Marketing Strategy exam will test your knowledge in using LinkedIn’s organic and paid advertising solutions throughout your media strategy. Please review the details below before getting started.
What to expect:
- You will have 60 minutes to answer 60 questions.
- The question format is multiple choice and randomized. The passing score is 75%.
- The exam tests application, with a mix of scenario-based, recall, and process questions.
- You can retake the test up to 3 times.
- Upon passing the exam, we will share steps to add the certificate to your LinkedIn profile.
- The certification will expire in 2 years.
You will have 60 minutes to answer 60 questions, with a passing score of 75%. The question format is multiple choice and randomized. You can retake the test up to 3 times.
Upon passing the test, you will unlock the “What’s Next” lesson that outlines steps to add your certificate to your LinkedIn member profile.
ENROLL NOW : LinkedIn Marketing Strategy Certification
Here are the questions and answers :
Vijeeth is launching a campaign, focused on brand awareness. Which leading metrics should he use? Select all that apply.
- Conversions
- Frequency–
- Video views-
- Reach-
- Impressions-
According to LinkedIn, how much of the buyer’s purchase journey is completed before contacting the vendor?
50%
90%
33%
72%-
Single Image Ads, Event, and LinkedIn Company Page audiences can be used for lead gen retargeting campaigns.
False
True–
Andrea is creating a 1,000 word blog post. Which type of content is this considered to be, according to LinkedIn?
Mid-form content
Long-form content-
None of these
Short-form content
Why would you use Audience Expansion?
To target audiences with similar attributes to your audience-
To target audiences with different attributes than your target audience
To target audiences outside of your website demographics
According to LinkedIn, what is the most important aspect for a creative to capture someone’s attention?
Imagery–
Copy
Call-to-action
According to LinkedIn, anyone who watches at least 50% of your video ad is ready to be retargeted.
True-
False
When working with LinkedIn Marketing Partners, if you don’t see your CRM or marketing automation platform listed:
You will have to use a different marketing automation platform
You can download a CSV file and manually upload it to your database-
It won’t be possible to integrate your data
Do you need to know how your company defines a sales conversion prior to launching a lead generation campaign?
Maybe, sometimes it’s necessary to figure it out later on in the process
Yes, it will help identify which action you need someone to take from a lead gen campaign, whether it’s registering for an event or opening an account-
No, that is something you figure out by testing different lead gen campaigns
When should I use a Lead Gen Form?
When I want to attract leads on LinkedIn-
When I want to track conversions in the real world
When I want to track conversions on my website
When I want to drive event awareness
Afiya is measuring brand lift for her LinkedIn campaign. What happens when she sets up a lift test? Select two.
Use Reach and Frequency as her leading metrics
Split her target audience into 2 groups for the duration of the brand lift test: control and test groups-
Split her target audience into 3 groups: Control, Test Group 1, Test Group 2
Set up brand surveys that appear 1 to 7 days after an ad impression and are distributed to only the test group
Set up brand surveys that appear 1 to 7 days after an ad impression and are distributed to members in both groups-
How would you define Lead Generation?
Lead Generation happens throughout the marketing funnel, where the main goal is to drive engagement
Lead Generation happens at a later stage in the marketing funnel, where the main goal is to collect their contact information-
Lead Generation happens at an earlier stage in the marketing funnel, where the main goal is to drive brand awareness
Lead Generation happens at an earlier stage in the marketing funnel, where the main goal is to warm up your potential buyer rather than get their details
Which tactics can you use to drive leads and track conversions? Select all that apply.
Lead Gen Forms
Conversion Tracking
Event Ads-
Follower Ads-
Offline Conversions
Banisha wants to understand her customers’ business priorities. Which ad type would help her gather those insights?
Carousel Ads
Message Ads-
Video Ads
Single Image Ads
Text Ads
A LinkedIn Marketing Partner can help you create a lead gen model.
True-
False
What are the steps involved in brand building? Select all that apply.
Plan the customer journey-
Target a broad audience
Create content that resonates-
Review results to optimize ROI-
Jenny wants to improve brand sentiment. According to LinkedIn, which leading metrics should she consider? Select all that apply.
Clicks
Reach-
Video views-
Frequency
Social engagements (likes, shares, comments)-
Maria wants to set up a Website Retargeting campaign. What will she need to do before creating a campaign?
Pick the ad type
Install the LinkedIn Insight Tag-
Select the campaign objective
Have a Lead Gen Form on her website
According to LinkedIn, what are the main reasons why marketers run into difficulty driving leads and conversions? Select all that apply.
Failing to post on LinkedIn every day
Prioritizing lead quantity over quality-
Engaging in the wrong way-
Failing to own their brand-
Zhang Wei wants to build his lead gen audience but he doesn’t know where to start. Which tips would be useful? Select all that apply.
Start with a narrow audience-
Use contact and account targeting-
Exclude existing customers-
What are the advantages of thought leadership? Select all that apply.
It’s a lower funnel strategy
It makes your brand stand out from the crowd-
It can influence buying decisions-
It can enhance the perceptions of an organization-
Thomas is exploring marketing automation tools. What are some of the benefits? Select all that apply.
Sends emails on your behalf-
Personalize messages and content-
Helps streamline reporting-
Help automate repetitive tasks and processes-
Helps make campaign optimizations-
What type of conversions will I get with Conversion Tracking?
Leads-
Multiple: online purchases, downloads, visits, etc.-
Multiple: retail purchases, in-bound calls, event attendance, etc.
Nadine recently launched a lead generation campaign. However, her sales team is not satisfied with the leads quality. What should she do? Select all that apply.
Change the Lead Gen Form-
Review the campaign’s targeting-
Align with her sales team on the audience demographic-
None of these
Deselect Audience Expansion-
According to LinkedIn, on average how many pieces of content does someone see prior to being in-market?
3 to 5
7 to 10-
11 or more
5 to 7
Lead scoring is a methodology for ranking leads to determine their sales-readiness.
True-
False
How many website visitors do you need to activate a Website Retargeting campaign?
At least 500 visitors
There is no minimum
At least 100 visitors
At least 900 visitors
At least 300 visitors-
Amanda wants to increase website visitors. What should she explore? Select all that apply.
Use only Single Image Ads
Retarget those who engaged with her other ad-
Explore a mix of ad types to bring the company’s story to life, such as Single Image and Video Ads-
Sherry installed the LinkedIn Insight Tag to help her be more effective in reaching the buying committee. Why is this useful?
The LinkedIn Insight Tag helps Sherry reengage website visitors by retargeting them through LinkedIn Ads-
The LinkedIn Insight Tag allows Sherry to follow a specific audience on LinkedIn
The LinkedIn Insight Tag is reporting tool that targets decision makers so it helps Sherry reach the right audience
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.
Install the LinkedIn Insight Tag on his website-
Use Audience Insights to examine the Industry, Job Function, and Seniority-
Leverage the LinkedIn Audience Network to reach people on LinkedIn
Post a survey on his LinkedIn Page
Sales representatives are 7x more likely to have a meaningful conversion with leads if they respond within the first hour.
False
True-
Anthony has over 500 forms opened but not submitted over the past 90 days. According to LinkedIn, does he have enough to begin building a retargeting audience?
Yes-
No
I don’t have enough information
Giselle works for a new brand that has ambitious growth goals. As she sets up her first brand awareness campaign, which strategies should she consider? Select all that apply.
Start small with a singular audience
Target a broad audience-
Use multiple ad formats-
Start with Single Image Ads
LinkedIn’s campaign objectives support which stages in the marketing funnel? Select all that apply.
Loyalty
Consideration-
Awareness-
Attrition
Conversions-
In order to download leads, you would need the following access… Select all that apply.
Only Lead Gen Form access on the LinkedIn Page
Only Designated Admin on the LinkedIn Page
Only Viewer access on the ad account
Designated Admin on the LinkedIn Page and Viewer access or higher on the ad account-
Viewer access or higher on the ad account and Lead Gen Form access on the LinkedIn Page
According to LinkedIn, what are the four Thought Leadership Personas? Select all that apply.
Professor-
Visionary-
Mentor-
Guide
Evangelist-
Coach
A company wants to distribute its latest white paper and gather potential buyers’ data. They create an ad with a form, targeting key decision makers. Which type of campaign are they running?
Lead generation campaign-
Demand generation campaign
Brand awareness campaign
Before creating an ad in Campaign Manager, what is the first step to creating a lead generation campaign?
Identify your buying committee
Identify and define your marketing goal-
Identify your target audience
What are the greatest drivers of growth in B2B and B2C? Select all that apply.
Target a specific senior leader at a company
Target a broad audience-
Use messaging forms, including ads, product messaging, and thought leadership-
Rely solely on thought leadership to build brand equity
A campaign with the lowest cost-per-click (CPC) will always drive the highest ROI.
True
False-
What are some ways you can set up a successful lead scoring model? Select all that apply.
Ensure your sales and marketing teams are aligned-
Set up an integration with your marketing automation system-
Determine your ideal buyer persona-
Rosa wants to expand the reach of her brand awareness campaign on LinkedIn. What should she consider leveraging? Select all that apply.
Exclude feature
Audience Expansion-
“AND” targeting feature
LinkedIn Audience Network (LAN)-
Scott is focused on building his company’s brand. What should he focus on?
Rely solely on thought leadership to build brand equity
Target a broad audience-
Target a specific senior leader at a company
Define a Marketing Qualified Lead (MQL).
- A person who is more likely to become a customer-
- A sales person who identifies leads
- The estimated customer base available
- The number of contacts received through forms
On a LinkedIn post, when is the copy truncated?
- 150 characters-
- 120 characters
- 100 characters
- 200 characters
LinkedIn’s B2C audience has two times the buying power of an average web audience.
- True-
- False
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.
- Audience Expansion-
- Saved audiences
- LinkedIn Audience Network-
Reach Optimization is only available with the max delivery bidding option.
- False
- True-
Mei-Ling is creating thought leadership content to help with her brand awareness. Which tips does LinkedIn recommend? Select three.
- Add new perspectives-
- Keep it timely and brief-
- Add more white noise
- Leverage organic and paid channels-
Alexandra is working on her company’s thought leadership strategy. According to LinkedIn, what are the leading metrics that Alexandra should track? Select all that apply.
- Number of posts
- Follower growth-
- None of these
- Number of posts and follower growth
Why is it important to share the length of your sales cycle with your LinkedIn representatives?
- It helps LinkedIn optimize future campaigns and closely monitor your ROI-
- It helps LinkedIn conduct a study on the average sales cycle in your industry
- It helps determine the run dates for your lead gen campaign
- It’s not important to share the length of your sales cycle
You can edit all fields in a Lead Gen Form even if it’s already assigned to an active campaign.
- True
- False–
What is the 95-5 rule?
- 95% of marketers are driving brand awareness
- 95% of buyers are in market at any given time
- 95% of brands have a brand strategy
- 95% of buyers are out-of-market at any given time-
What are the benefits of targeting broadly? Select all that apply.
- Reaching both in-market and out-of-market buyers-
- Reaching buyers of various seniority levels-
- Reaching buyers across all functions of the buying committee-
- None of these
According to LinkedIn, brand lift measures the impact your customer service has on how your brand is perceived.
- False-
- True
95% of buyers are out of market at any given time.
- False
- True-
Your lead gen scoring model can be based on…
- Activity and demographics-
- Demographics
- Activity
Lead Gen Forms are customizable, prefilled forms that allow members to share their LinkedIn profile data with advertisers.
- True-
- False
Thought leadership content can earn decision makers’ trust, influencing them to… Select all that apply.
- Award business to the organization responsible-
- None of these
- Invite the organization (which was not under consideration) to bid on a project-
- Decide to increase the amount of business they did with the organization-
- Purchase a new product or service from the organization that they had not previously considered buying-
