As mentioned in the previous post (LinkedIn Marketing Fundamentals Study Guide), I have completed both LinkedIn Marketing certification 2 months ago, LinkedIn Marketing Fundamentals and LinkedIn Marketing Strategy.
This is the 2nd study guide I wish to share with you, LinkedIn Marketing Strategy, it contains 2 topics:
- Using LinkedIn for Brand Awareness (45 minute)
- Using LinkedIn for Lead Generation (45 minute)
If you interest to explore this 2 certification from LinkedIn, do visit LinkedIn Marketing Labs.
LinkedIn Marketing Strategy Study Guide
Based on below question & answer, a LinkedIn Marketing strategy study guide you need before you proceed with the exam.
Question: You need to install the Insight Tag on your website to be able to use the Website Demographics tool.
True
False
Question: 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
Question: LinkedIn Pages enables you to react and comment on hashtag feeds associated with your Page.
False
True
Question: In your LinkedIn Campaign Manager, which marketing goal should you choose if you are looking to generate leads?
Consideration
Brand awareness
Conversion
Question: 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
Question: 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
Question: 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
Question: According to LinkedIn, how many people on average are involved in each B2B purchase decision?
1
4.6
6.8
2.5
Question: 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
Question: Conversion value is…
The amount a customer spends on his/hers first purchase
The amount invested in an entire conversion campaign
The dollar amount which is given to each conversion
The score you give a lead
Question: 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
Question: 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
Question: How many cards should you use when starting out with Carousel Ads?
6-8
2-3
3-5
4-6
Question: 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
Question: 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
Question: Lead gen and demand gen are two ways of saying the same thing.
True
False
Question: 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
Question: 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)
Question: 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)
Question: 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
Question: When you are setting up your retargeting audience, you should add as many targeting layers as possible to narrow it down.
False
True
Question: To build brand awareness with new audiences, the recommended LinkedIn virtual events solution is LinkedIn Live.
True
False
Question: To create brand awareness on LinkedIn, which type of campaigns are recommended?
Organic activity only
Organic and paid campaigns
Paid campaigns only
Question: 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)
Question: 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
Question: 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
Question: How many different creatives should your campaigns have?
Fewer than 2
2-3
At least 4-5
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: In order to use Website Retargeting, you will have to install the Insight Tag.
True
False
Question: 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
Question: Creating and distributing valuable thought leadership content to the right audiences is at the heart of driving brand awareness on LinkedIn.
False
True
Question: LinkedIn is the ideal platform for your lead generation goals because of its… Select all that apply.
Professional environment
Intent-driven audience
Relevant engagement
Question: 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
Question: 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
Question: There is no average web conversion rate because this metric will normally depend on… Select three.
Website design
Type of ad
User interface
Speed
Question: Emily is running a brand awareness campaign. Which is not a key targeting criterion?
Member Schools
Seniority
Industry
Job Function
Question: Which analytics are available on LinkedIn Pages? Select all that apply.
Follower analytics
Search engine analytics
Updates analytics
Question: Which of the following questions 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?
Question: From your LinkedIn Page, you can notify employees of your most important Page posts to boost organic reach.
True
False
Question: 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
Question: 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
Question: When using Dynamic Ads, it’s best to include only one clear CTA.
False
True
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: Rachel wants to create brand awareness by answering any questions 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
Question: 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
Question: 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
Question: A lead scoring model has different components that can be selected based on activity or demographics.
False
True
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: Decision makers tend to be interested in thought leadership content that is timely and brief.
True
False
Question: 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
Ref: https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-conversation-ads/pdf/linkedin-conversation-ads-best-practices-guide.pdf
Question: 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
Question: The lead score increases as you learn more about how your audience engages with your website and your marketing activities.
False
True
Question: Hyper-targeting your ad campaigns is seen as good practice.
False
True
Ref: https://business.linkedin.com/marketing-solutions/success/best-practices/ad-targeting-best-practices
Question: 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
Ref: https://www.linkedin.com/help/linkedin/answer/a420012
Question: Which ad type is not recommended by LinkedIn for brand awareness campaigns?
Single Image Ads
Carousel Ads
Video Ads
Message Ads
Text Ads
Ref: https://blog.hootsuite.com/linkedin-ads-guide/
Question: LinkedIn’s reporting tools enable you to track and analyze KPIs for your thought leadership campaigns separate from your demand generation campaigns.
False
True
Question: 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
Question: 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
Question: 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
Question: 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
Question: To obtain the members’ specific consent, you must manually enable one or more custom checkboxes during form creation.
True
False
Ref: https://www.linkedin.com/help/linkedin/answer/a420012
Question: For custom questions in your Lead Gen Form, the best type of question is one where…
Members can choose from a dropdown menu
Members fill in an answer
Question: 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
Question: It is not possible to select brand awareness as a specific campaign objective in Campaign Manager.
False
True
Question: 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
Ref: https://www.socialmediatoday.com/social-networks/linkedin-adds-new-tool-provide-insights-whos-visiting-your-website
Question: In order to create your Lead Gen Form, including a Privacy Policy URL is:
It depends on the country
Mandatory
Optional
Question: In order to use Lead Gen Forms, you must first install Insight Tag.
True
False
Question: 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
Question: What percentage of decision makers say that thought leadership can be effective in influencing their purchasing decisions?
39%
49%
29%
19%
Ref: https://business.linkedin.com/marketing-solutions/b2b-thought-leadership-research
Question: 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
Question: 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
Question: The first step to creating brand awareness on LinkedIn is to set up and use LinkedIn Pages.
True
False
Question: 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
Question: 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
Question: 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
Question: When setting up your retargeting campaign, converters will be excluded automatically.
False
True
Question: 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
Question: Lucas wants to share thought leadership content on LinkedIn. He should repurpose existing content distributed on other platforms.
False
True
Question: A successful lead gen campaign is one that gets you the highest amount of leads, regardless of whether they convert or not.
False
True
Question: 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
Question: Who can use the LinkedIn proprietary Content Suggestion tool?
Only one designated Page Admin
Any employee at your organization
Any Page Admin
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: 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
Question: Which metrics make up the engagement rate? Select all that apply.
Cost per click (CPC)
Likes
Shares
Comments
Question: Having a high CTR usually means you get a high number of submitted forms.
True
False
Question: 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
Question: In your LinkedIn Campaign Manager, which marketing goal should you choose if you are looking to generate leads?
Brand awareness
Conversion
Consideration
Question: 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
Question: Brands that set their Share of Voice (SOV) above their Share of Market (SOM) tend to grow.
True
False
Question: Which of the following are events that work well on LinkedIn Live? Select four.
Panels
Recruitment Events
Interviews
Sales Pitches
Q+As
After you complete the LinkedIn Marketing strategy exam, you will earn a certificate of completion, mine as below.
Hope the above LinkedIn marketing strategy exam dump helps you pass your exam. Good luck!
If you looking to take another fundamental exam, please refer to my next post LinkedIn Marketing Fundamental Study Guide.
Update:
A new course just launch this May 2022: LinkedIn Marketing Content and Creative Design Study Guide.
