I have completed both LinkedIn Marketing Fundamentals and LinkedIn Marketing Strategy 2 months ago. I wish you share with you some study guide for this 2 LinkedIn certification.
For LinkedIn Marketing Fundamentals, it contains 3 topics
- Introduction to LinkedIn Ads (45 minute)
- Using LinkedIn’s Ad Targeting (45 minute)
- Reporting and Analytics for LinkedIn Ads (45 minute)
If you interest to explore this certification, do visit LinkedIn Marketing Labs.
LinkedIn Marketing Fundamentals Study Guide
Below a list of question and answer, a study guide you need before you proceed with the LinkedIn Marketing fundamentals exam.
Question: Which feature in Campaign Manager allows you to reach professional audiences on trusted third-party apps and sites outside of the LinkedIn platform?
LinkedIn Audience Network
Matched Audiences
Audience Expansion
Lookalike Audiences
Question: Is it recommended to always build custom content for a LinkedIn ad?
No, you can also repurpose existing content, such as social posts or customer case studies
Yes, new content is always recommended to get the maximum impact on your campaign
Question: What is the definition of Reach in campaign reporting?
The unique number of people exposed to at least one impression
The average number of impressions served to each unique user
The amount of clicks in your campaign divided by the number of impressions
The number of opens for the ads divided by the number of sends
Question: Which of the following is a mandatory targeting field within audience setup in Campaign Manager?
Job Title
Location
Audience Expansion
Company Size
Question: At a minimum, how often should you evaluate your campaigns?
Weekly
Quarterly
Monthly
Question: Mari wants to target the buying committee of small businesses in her sector. Which combination of targeting options would she use?
Job Seniority + Company Industry + Company Category
Job Title + Member Traits + Company Connections
Job Function + Company Industry + Company Size
Question: Which new features do you have access to when you install the LinkedIn Insight Tag? Select all that apply.
Conversion Tracking
Audience Expansion
Campaign Demographics
Website Demographics
Website Retargeting
Question: Which of the following ad formats appear when you select Engagement as your marketing goal in Campaign Manager? Select all that apply.
Text Ad
Single Image Ad
Video Ad
Question: Which targeting tools can you use to reach more similar audiences? Select all that apply.
Retargeting
Lookalike Audiences
Audience Expansion
Question: 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
Performance
Conversions & Leads
Sponsored Messaging
Video
Question: Alessandra won an auction where her bid price was $25, and the second highest price was $24. How much will she pay?
$24.50
$24.01
$24
$25
Question: 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?
Account Targeting
Audience Attributes
Question: Which of the following is a targeting option? Select all that apply.
Member Groups
Company Growth Rate
Your Company Followers
Company Connections
Member Skills
Question: Which of the following is a best practice to save time while setting up targeting for new campaigns?
Make a checklist template with your preferred targeting criteria
Use targeting templates to pre-save and reuse audiences
Forecast results based on your targeting criteria
Question: Which ad format would you use if you wanted to deliver a direct personalized message?
Video Ad
Single Image Ad
Message Ad
Question: Judi wants to serve ads to professionals who have visited her website. What is her first step?
Create a website audience
Create a conversion action
Install the Insight Tag on her website
Create a campaign
Question: What can a Creative Manager role do in Campaign Manager?
Edit and add new creatives but cannot create new campaigns
Manage billing information for its related creatives
View the reports related to certain creatives
Create new campaigns and add new creatives
Question: Isabelle is not getting many matches from her business emails. What could she do?
Target the company instead of the individual and layer on extra attributes to narrow her audience
Make sure she’s also targeting by company name in addition to uploading her contact list
Wait 24 hours for the system to process the external data
Question: Which demographics in the Campaign Manager reporting dashboard would help you better understand your site’s audience and reach your ideal prospects?
Website Demographics
Campaign Demographics
Question: 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
Strive for relevant and engaging content
Optimize to achieve and maintain a high Click-Through Rate
Question: 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 Manual Bid option
Use the Maximum delivery (Automated) bidding option
Use the LinkedIn Audience Network
Question: What is the difference between using AND or OR targeting?
Targeting using OR is not recommended when Audience Expansion is enabled
Targeting using AND widens your results, while targeting using OR narrows them
Targeting using AND narrows your results, while targeting using OR widens them
Targeting using AND works with any attribute, while targeting using OR doesn’t work with interests
Question: Which campaign objective should you choose from Campaign Manager if your objective is Engagement?
Consideration
Conversion
Awareness
Question: Which of the following billing options doesn’t require a minimum spend?
Monthly Invoicing
Insertion Order
Credit Card
Question: Ciara wants to see which types of professionals are visiting her website. Where does she find this information?
Matched Audiences
Campaign Demographics
Website Demographics
Conversions
Question: Matthias is running an ad campaign to encourage customers to try his product. Which of the following is the clearest call to action?
Read More
Click Here
Request Demo
See More
Question: Why do we recommend your campaigns have at least 4 to 5 different creatives?
To be able to select a different bidding model on each one
To minimize content fatigue
To target different audiences to different creatives
Question: Jimmy wants to see the type of professionals who are seeing and engaging with his ads. Where does he find this information?
Campaign Demographics
Website Demographics
Conversions
Matched Audiences
Question: 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
A conversion would not be attributed
One conversion against both campaigns
Two conversions against the campaign the user saw most recently
Question: 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
Question: When setting up targeting, it’s recommended that you use Job Seniority and Years of Experience instead of age.
False
True
Question: Can you exclude a contact list from your campaign with Matched Audiences?
No
Yes
Question: 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?
Conversation Ad
Carousel Ad
Single Ad
Message Ad
Question: Which method is used by LinkedIn to determine which ads are shown?
An auction system based on a relevancy score
An auction system based on bids, combined with a relevance score
An optimized bidding method that gives preference to the best bid
A maximum bidding method where bids are reviewed and validated
Question: Which of the following Matched Audience targeting techniques can you use in Campaign Manager? Select all that apply.
Hashtag Targeting
Account Targeting
Lookalike Targeting
Your CRM data
Website Retargeting
Question: How is Maximum Delivery (Automated) Bid determined?
It allows you to bid on a CPC basis
It optimizes the budget to focus on the campaign objective selected
It prioritizes certain ads over others based on the ad formats used
Question: Which of the following targeting actions can you not do with LinkedIn Campaign Manager?
Retarget website visitors
Target specific companies
Target members by household income
Upload lists of contacts
Question: 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?
Awareness
Consideration
Conversion
Question: Why is it not recommended to use age or gender as targeting attributes?
Because these attributes cannot be tracked on Campaign Demographics
Because they are inferred and can reduce your audience size by potentially 50% or more
Because they are not interesting professional traits for LinkedIn audiences
Question: Sofia wants to find new audiences that have similar attributes to her existing customers. Which targeting method would she use?
Lookalike Audiences
Audience Attributes
Question: 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
Implement Conversion Tracking to help LinkedIn optimize the campaign
Focus on brand awareness and send Message Ads to her potential customers
Question: There is a minimum spend per month to qualify for Monthly Invoicing.
False
True
Question: Tunde is running a Brand Awareness Campaign to reach buyers who are not yet familiar with her brand. Which targeting option should she use for this campaign objective? Select all that apply.
Lead Gen Retargeting
Lookalike Audiences
Website Retargeting
Audience Attributes
Question: What LinkedIn Page privileges do you need to run your ads?
Publisher access
Campaign Manager access
Designated Admin access and/or Sponsored Content posting access
Recruiter Posters access
Question: Xavier wants to optimize his Website Conversions campaign to generate more conversions at a more efficient cost. Which of the metrics should he primarily focus on?
Conversions
Reach
Cost Per Conversion
Cost Per Click
Question: What do you need prior to creating a lookalike audience in Campaign Manager?
A live campaign running for 60 days
The Audience Expansion feature activated
A contact list or website audience
Question: Victor is running a Conversion campaign. Which targeting options are recommended to reach his objective? Select all that apply.
Website Retargeting
Uploaded List
Lookalike Audiences
Interest Targeting
Question: Frederico is launching a new product line and wants to drive awareness. Which metrics are key to measuring performance? Select all that apply.
CPM
Reach
Frequency
Question: Can you exclude people that studied at a certain university from your campaign?
No
Yes
Question: Priyanka selected Brand Awareness as her objective in the Campaign Manager. Which ad types could she select to use? Select all that apply.
Conversation Ad
Single Image Ad
Video Ad
Carousel Image Ad
Question: How much would you pay if you win an auction?
The bid price offered by the second-highest bidder plus 3%
The bid price offered by the second-highest bidder plus one cent
The average of the two highest bid prices
The bid price I offered
Question: Can you customize the columns of your Campaign Manager reporting dashboard?
No
Yes
Question: Yolanda wants to increase awareness of her organization with Software Engineers. Which of the metrics below should she primarily focus on?
Reach, Frequency, Campaign Demographics
Campaign Demographics, Clicks, Click-through Rate
Reach, Frequency, Conversions
Website Clicks, Video Views, Conversions
Question: Is your bid price always the price that you pay?
Yes, but only if I win the auction
No, because of LinkedIn’s second-price auction method
Question: What does LinkedIn recommend you do before you start promoting with paid ads? Select all that apply.
Post at least 150 times on your LinkedIn Page
Understand what your campaign goal is
Monitor the impact of your organic posts using Company page analytics
Question: Which of the following is not a billing option in Campaign Manager?
Monthly Invoicing
Credit Card
Quarterly Invoicing
Question: Would you win an auction if you are the highest bidder?
Yes, the highest bidder always wins
It depends, creative relevancy matters
No, the highest bidder never wins
Question: Why is it important to choose the right objective in Campaign Manager?
Because your objective determines your campaign settings and how LinkedIn optimizes it to ensure success
Because your campaign objective guarantees your performance
Because your campaign objective determines your targeting options
Questio Which sentence best describes Campaign Manager?
It is LinkedIn’s tool to create ad campaigns and engage with different audiences
It is LinkedIn’s ad management tool to create, launch, and evaluate the performance of your LinkedIn ad campaigns
It is LinkedIn’s tool to check campaign performance in addition to Campaign Creator, LinkedIn’s tool to create campaigns
Question: Tomas is running a follower ad campaign. Which metric should he primarily focus on to determine the campaign’s success?
Average CPM
Reach
Cost Per Result
Average CTR
Question: Which feature in the Campaign Manager reporting dashboard would you use if you want to visualize how your campaigns are performing over time?
Campaign Demographics
Performance Chart
Campaign Groups
Website Demographics
Question: In addition to language and location, how many layers of targeting attributes does LinkedIn recommend you include when setting up your campaign?
There is no such recommendation regarding targeting attributes
No more than 7 to 8
No more than 2 to 3
No more than 4 to 5
Question: When setting up a conversion action, are you able to modify the conversion window?
No
Yes
Question: Peter wants to target the buying committee of a select group of companies. Which step should he take?
Combine a target company list and leverage Job Function and Job Seniority too
Select Member Interests in addition to Job Function
Combine an email contact list with targeting attributes, such as Company Industry
Question: LinkedIn Pages is a free way to establish your brand on LinkedIn.
True
False
Question: Nicole has a campaign targeting HR professionals, which is seeing a lower conversion rate than previous campaigns she has run. Using Campaign Demographics, she notices that her conversions are all coming from members at companies with more than 500 employees. What should Nicole do next?
Narrow her current campaign targeting to include HR employees at companies with more than 500 employees
Create a website audience
Stop her campaign
Question: LinkedIn ads allows you to reach the largest global community of professionals.
False
True
Question: Ally is checking her Website Demographics and identifies certain visitors who left the product page without making a purchase. What could she do to drive customers down the funnel?
Use Conversion Tracking to motivate them to purchase
Use Website Retargeting to remind them to purchase when they log into LinkedIn
Create a Brand Awareness campaign to give them more information about her products
Question: What is the recommended way to track conversions?
Insight Tag
Event-specific image pixel
Question: Which of the following is not a step when setting up your campaign in Campaign Manager?
Review Page Posts
Choose the Right Audience
Choose an Objective
Launch and Optimize
Question: 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?
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
Run each creative in separate campaigns, targeting separate audiences
Question: Why should you create a LinkedIn Page? Select all that apply.
Because your LinkedIn Page is the first place members go on LinkedIn to learn about your products and services
Because an active LinkedIn Page makes your company more searchable
Because you need a LinkedIn Page to set up LinkedIn ad campaigns
Question: Which filter would you select in Campaign Manager reporting dashboard if you want to rapidly see all your Single Image campaigns?
Type
Status
Objective
Question: How frequently should you post on your LinkedIn Page to see a 2x lift in engagement with your content?
Twice a month
Weekly
Every other week
Monthly
Question: Which ad format would you primarily use if you wanted to tell an interactive story?
Text Ad
Carousel Ad
Dynamic Ad
Question: When you’re just starting to build a target audience, what do we recommend as the first step?
Create up to 3 audience templates
Create a clear target audience persona
Decide the language of your creatives
Upload your emails and accounts contact lists to Matched Audiences
Question: 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
Two months
There is no minimum recommended time before optimizing
At least a week
After you complete the exam, you will earn a LinkedIn Marketing Fundamentals certification, mine as below
Hope the above LinkedIn marketing fundamentals exam dump helps you pass your exam, good luck!
If you looking to take another strategy exam, please refer to my next post LinkedIn Marketing Strategy Study Guide.
Update:
A new course just launch this May 2022: LinkedIn Marketing Content and Creative Design Study Guide.
