Certification Answers

LinkedIn Marketing Solutions Fundamentals Certification Answers 2024

This certification exam tests your knowledge in creating an ad campaign using LinkedIn’s targeting, measuring and analyzing your campaign’s performance, and optimizing your advertising goals. 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 expires in 2 years.

How to prepare:

We have developed three optional courses to help you prepare for the fundamentals certification exam. Each one will take about 45 minutes to complete:

  1. Introduction to LinkedIn Ads
  2. Using LinkedIn’s Ad Targeting
  3. Reporting and Analytics for LinkedIn Ads

If you aren’t sure you’re ready for the certification exam, take the practice test. It’s a mix of 20 questions that are similar to what you will see during the certification exam.

LinkedIn Marketing Solutions Fundamentals Certification
Demonstrate your expertise in launching LinkedIn ad campaigns to reach your advertising goals.
https://training.marketing.linkedin.com/fundamentals-exam

Certification Questions & Certification Answers

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?

  1. Target by Or
  2. Target by And

Correct Answer :

  • Target by Or

Alessandra won an auction where her bid price was $25, and the second highest price was $24. How much will she pay?

  1. $24.50
  2. $24.01
  3. $24
  4. $25

Correct Answer :

  • $24.01

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?

  1. Use Conversion Tracking to motivate them to purchase
  2. Use Website Retargeting to remind them to purchase when they log into LinkedIn
  3. Create a Brand Awareness campaign to give them more information about her products

Correct Answer :

  • Use Website Retargeting to remind them to purchase when they log into LinkedIn

At a minimum, how often should you evaluate your campaigns?

  1. Weekly
  2. Quarterly
  3. Monthly

Correct Answer :

  • Weekly

Can you customize the columns of your Campaign Manager reporting dashboard?

  1. No
  2. Yes

Correct Answer :

  • Yes

Can you exclude a contact list from your campaign with Matched Audiences?

  1. No
  2. Yes

Correct Answer :

  • Yes

Can you exclude people that studied at a certain university from your campaign?

  1. No
  2. Yes

Correct Answer :

  • Yes

Can you target all the LinkedIn members that work in a certain company?

  1. No
  2. Yes, if there are at least 300 employees in the audience

Correct Answer :

  • Yes, if there are at least 300 employees in the audience

Ciara wants to see which types of professionals are visiting her website. Where does she find this information?

  1. Matched Audiences
  2. Campaign Demographics
  3. Website Demographics
  4. Conversions

Correct Answer :

  • Website Demographics

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?

  1. Website Retargeting
  2. Conversion Tracking
  3. Website Demographics
  4. Lead Gen Forms

Correct Answer :

  • Lead Gen Forms

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?

  1. Target the creatives to the same audience and monitor performance for the highest conversion rate and lowest Cost Per Conversion
  2. Target the creatives to the same audience and monitor performance for the highest number of clicks and CTR
  3. Run the creative she likes best
  4. Run each creative in separate campaigns, targeting separate audiences

Correct Answer :

  • Target the creatives to the same audience and monitor performance for the highest conversion rate and lowest Cost Per Conversion

Frederico is launching a new product line and wants to drive awareness. Which metrics are key to measuring performance? Select all that apply.

  1. CPM
  2. Reach
  3. Frequency

Correct Answer :

  • CPM
  • Reach
  • Frequency

How frequently should you post on your LinkedIn Page to see a 2x lift in engagement with your content?

  1. Twice a month
  2. Daily
  3. Every other week
  4. Monthly

Correct Answer :

  • Daily

How is Maximum Delivery (Automated) Bid determined?

  1. It allows you to bid on a CPC basis
  2. It optimizes the budget to focus on the campaign objective selected
  3. It prioritizes certain ads over others based on the ad formats used

Correct Answer :

  • It optimizes the budget to focus on the campaign objective selected

How much would you pay if you win an auction?

  1. The bid price offered by the second-highest bidder plus 3%
  2. The bid price offered by the second-highest bidder plus one cent
  3. The average of the two highest bid prices
  4. The bid price I offered

Correct Answer :

  • The bid price offered by the second-highest bidder plus one cent

In addition to language and location, how many layers of targeting attributes does LinkedIn recommend you include when setting up your campaign?

  1. There is no such recommendation regarding targeting attributes
  2. No more than 7 to 8
  3. No more than 2 to 3
  4. No more than 4 to 5

Correct Answer :

  • No more than 2 to 3

Is it recommended to always build custom content for a LinkedIn ad?

  1. No, you can also repurpose existing content, such as social posts or customer case studies
  2. Yes, new content is always recommended to get the maximum impact on your campaign

Correct Answer :

  • No, you can also repurpose existing content, such as social posts or customer case studies

Is your bid price always the price that you pay?

  1. Yes, but only if I win the auction
  2. No, because of LinkedIn’s second-price auction method

Correct Answer :

  • No, because of LinkedIn’s second-price auction method

Isabelle is not getting many matches from her business emails. What could she do?

  1. Target the company instead of the individual and layer on extra attributes to narrow her audience
  2. Make sure she’s also targeting by company name in addition to uploading her contact list
  3. Wait 24 hours for the system to process the external data

Correct Answer :

  • Target the company instead of the individual and layer on extra attributes to narrow her audience

Jimmy wants to see the type of professionals who are seeing and engaging with his ads. Where does he find this information?

  1. Campaign Demographics
  2. Website Demographics
  3. Conversions
  4. Matched Audiences

Correct Answer :

  • Campaign Demographics

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?

  1. A couple of days
  2. Two months
  3. There is no minimum recommended time before optimizing
  4. At least a week

Correct Answer :

  • At least a week

Judi wants to serve ads to professionals who have visited her website. What is her first step?

  1. Create a website audience
  2. Create a conversion action
  3. Install the Insight Tag on her website
  4. Create a campaign

Correct Answer :

  • Install the Insight Tag on her website

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.

  1. Check the offer landing page and ensure that the offer is clear and the page is mobile optimized
  2. Implement Conversion Tracking to help LinkedIn optimize the campaign
  3. Focus on brand awareness and send Message Ads to her potential customers

Correct Answer :

  • 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

LinkedIn Pages is a free way to establish your brand on LinkedIn.

  1. True
  2. False

Correct Answer :

  • True

LinkedIn ads allows you to reach the largest global community of professionals.

  1. False
  2. True

Correct Answer :

  • True

Louise is running an ad campaign that is not reaching its budget. What changes can she make? Select four.

  1. Enable Audience Expansion
  2. Set more competitive bids
  3. Increase the daily budget
  4. Use the Manual Bid option
  5. Use the Maximum delivery (Automated) bidding option
  6. Use the LinkedIn Audience Network

Correct Answer :

  • Enable Audience Expansion
  • Set more competitive bids
  • Use the Maximum delivery (Automated) bidding option
  • Use the LinkedIn Audience Network

Mari wants to target the buying committee of small businesses in her sector. Which combination of targeting options would she use?

  1. Job Seniority + Company Industry + Company Category
  2. Job Title + Member Traits + Company Connections
  3. Job Function + Company Industry + Company Size

Correct Answer :

  • Job Function + Company Industry + Company Size

Matthias is running an ad campaign to encourage customers to try his product. Which of the following is the clearest call to action?

  1. Read More
  2. Click Here
  3. Request Demo
  4. See More

Correct Answer :

  • Request Demo

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?

  1. Narrow her current campaign targeting to include HR employees at companies with more than 500 employees
  2. Create a website audience
  3. Stop her campaign

Correct Answer :

  • Narrow her current campaign targeting to include HR employees at companies with more than 500 employees

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?

  1. Account Targeting
  2. Audience Attributes

Correct Answer :

  • Audience Attributes

Peter wants to target the buying committee of a select group of companies. Which step should he take?

  1. Combine a target company list and leverage Job Function and Job Seniority too
  2. Select Member Interests in addition to Job Function
  3. Combine an email contact list with targeting attributes, such as Company Industry

Correct Answer :

  • Combine a target company list and leverage Job Function and Job Seniority too

Priyanka selected Brand Awareness as her objective in the Campaign Manager. Which ad types could she select to use? Select all that apply.

  1. Conversation Ad
  2. Single Image Ad
  3. Video Ad
  4. Carousel Image Ad

Correct Answer :

  • Conversation Ad
  • Single Image Ad
  • Video Ad
  • Carousel Image Ad

Raquel is looking to use her current audience to reach more people. What could she do?

  1. Use the Manual Bid option
  2. Enable Audience Expansion
  3. Set more competitive bids
  4. Increase daily budget

Correct Answer :

  • Enable Audience Expansion

Sofia wants to find new audiences that have similar attributes to her existing customers. Which targeting method would she use?

  1. Lookalike Audiences
  2. Audience Attributes

Correct Answer :

  • Lookalike Audiences

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?

  1. Increase the bid for underperforming creatives
  2. Pause underperforming creatives
  3. Adjust targeting
  4. Pause the campaign

Correct Answer :

  • Pause underperforming creatives

There is a minimum spend to qualify for Monthly Invoicing.

  1. False
  2. True

Correct Answer :

  • True

Tomas is running a follower ad campaign. Which metric should he primarily focus on to determine the campaign’s success?

  1. Average CPM
  2. Reach
  3. Cost Per Result
  4. Average CTR

Correct Answer :

  • Cost Per Result

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.

  1. Lead Gen Retargeting
  2. Lookalike Audiences
  3. Website Retargeting
  4. Audience Attributes

Correct Answer :

  • Lookalike Audiences
  • Audience Attributes

Victor is running a Conversion campaign. Which targeting options are recommended to reach his objective? Select all that apply.

  1. Website Retargeting
  2. Uploaded List
  3. Lookalike Audiences
  4. Interest Targeting

Correct Answer :

  • Website Retargeting
  • Uploaded List
  • Lookalike Audiences

What LinkedIn Page privileges do you need to run your ads?

  1. Publisher access
  2. Campaign Manager access
  3. Designated Admin access and/or Sponsored Content posting access
  4. Recruiter Posters access

Correct Answer :

  • Designated Admin access and/or Sponsored Content posting access

What are the three things you need to do to succeed in your auctions? Select all that apply.

  1. Ensure a consistent Conversion Rate
  2. Bid enough to be competitive
  3. Strive for relevant and engaging content
  4. Optimize to achieve and maintain a high Click-Through Rate

Correct Answer :

  • Bid enough to be competitive
  • Strive for relevant and engaging content
  • Optimize to achieve and maintain a high Click-Through Rate

What can a Creative Manager role do in Campaign Manager?

  1. Edit and add new creatives but cannot create new campaigns
  2. Manage billing information for its related creatives
  3. View the reports related to certain creatives
  4. Create new campaigns and add new creatives

Correct Answer :

  • Edit and add new creatives but cannot create new campaigns

What do you need prior to creating a lookalike audience in Campaign Manager?

  1. A live campaign running for 60 days
  2. The Audience Expansion feature activated
  3. A contact list or website audience

Correct Answer :

  • A contact list or website audience

What does LinkedIn recommend you do before you start promoting with paid ads? Select all that apply.

  1. Post at least 150 times on your LinkedIn Page
  2. Understand what your campaign goal is
  3. Monitor the impact of your organic posts using Company page analytics

Correct Answer :

  • Understand what your campaign goal is
  • Monitor the impact of your organic posts using Company page analytics

What is the definition of Reach in campaign reporting?

  1. The unique number of people exposed to at least one impression
  2. The average number of impressions served to each unique user
  3. The amount of clicks in your campaign divided by the number of impressions
  4. The number of opens for the ads divided by the number of sends

Correct Answer :

  • The unique number of people exposed to at least one impression

What is the difference between using AND or OR targeting?

  1. Targeting using OR is not recommended when Audience Expansion is enabled
  2. Targeting using AND widens your results, while targeting using OR narrows them
  3. Targeting using AND narrows your results, while targeting using OR widens them
  4. Targeting using AND works with any attribute, while targeting using OR doesn’t work with interests

Correct Answer :

  • Targeting using AND narrows your results, while targeting using OR widens them

What is the perfect mix of brand awareness and conversion campaigns?

  1. It will vary depending on your brand and industry
  2. 50/50
  3. 60/40
  4. None of the above

Correct Answer :

  • It will vary depending on your brand and industry

What is the recommended way to track conversions?

  1. Insight Tag
  2. Event-specific image pixel

Correct Answer :

  • Insight Tag

When optimizing your targeting strategy, what are the two key elements you should think of?

  1. Conversions and Leads
  2. Cost and Engagement
  3. Forecast and Audience
  4. Reach and Relevance

Correct Answer :

  • Reach and Relevance

When setting up a conversion action, are you able to modify the conversion window?

  1. No
  2. Yes

Correct Answer :

  • Yes

When setting up targeting, it’s recommended that you use Job Seniority and Years of Experience instead of age.

  1. False
  2. True

Correct Answer :

  • True

When will a Matched Audiences campaign begin serving?

  1. Immediately
  2. Once the Matched Audience has been processed, which can take up to 96 hours
  3. Once the Matched Audience has been processed, which can take up to 48 hours

Correct Answer :

  • Once the Matched Audience has been processed, which can take up to 48 hours

When you’re just starting to build a target audience, what do we recommend as the first step?

  1. Create up to 3 audience templates
  2. Create a clear target audience persona
  3. Decide the language of your creatives
  4. Upload your emails and accounts contact lists to Matched Audiences

Correct Answer :

  • Create a clear target audience persona

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?

  1. Engagement
  2. Performance
  3. Conversions & Leads
  4. Sponsored Messaging
  5. Video

Correct Answer :

  • Engagement

Which ad format would you primarily use if you wanted to tell an interactive story?

  1. Text Ad
  2. Carousel Ad
  3. Dynamic Ad

Correct Answer :

  • Carousel Ad

Which ad format would you use if you wanted to deliver a direct personalized message?

  1. Video Ad
  2. Single Image Ad
  3. Message Ad

Correct Answer :

  • Message Ad

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?

  1. Conversation Ad
  2. Carousel Ad
  3. Single Ad
  4. Message Ad

Correct Answer :

  • Conversation Ad

Which campaign objective should you choose from Campaign Manager if your objective is Engagement?

  1. Consideration
  2. Conversion
  3. Awareness

Correct Answer :

  • Consideration

Which demographics in the Campaign Manager reporting dashboard would help you better understand your site’s audience and reach your ideal prospects?

  1. Website Demographics
  2. Campaign Demographics

Correct Answer :

  • Website Demographics

Which feature in Campaign Manager allows you to reach professional audiences on trusted third-party apps and sites outside of the LinkedIn platform?

  1. LinkedIn Audience Network
  2. Matched Audiences
  3. Audience Expansion
  4. Lookalike Audiences

Correct Answer :

  • LinkedIn Audience Network

Which feature in the Campaign Manager reporting dashboard would you use if you want to visualize how your campaigns are performing over time?

  1. Campaign Demographics
  2. Performance Chart
  3. Campaign Groups
  4. Website Demographics

Correct Answer :

  • Performance Chart

Which filter would you select in Campaign Manager reporting dashboard if you want to rapidly see all your Single Image campaigns?

  1. Type
  2. Status
  3. Objective

Correct Answer :

  • Type

Which is better in your ads: stock images or real images from your business?

  1. Real images from your business, because they are more genuine
  2. Stock images, because they are usually better quality and more expressive images

Correct Answer :

  • Real images from your business, because they are more genuine

Which method is used by LinkedIn to determine which ads are shown?

  1. An auction system based on a relevancy score
  2. An auction system based on bids, combined with a relevance score
  3. An optimized bidding method that gives preference to the best bid
  4. A maximum bidding method where bids are reviewed and validated

Correct Answer :

  • An auction system based on bids, combined with a relevance score

Which new features do you have access to when you install the LinkedIn Insight Tag? Select all that apply.

  1. Conversion Tracking
  2. Audience Expansion
  3. Campaign Demographics
  4. Website Demographics
  5. Website Retargeting

Correct Answer :

  • Conversion Tracking
  • Website Demographics
  • Website Retargeting

Which of the following Matched Audience targeting techniques can you use in Campaign Manager? Select all that apply.

  1. Hashtag Targeting
  2. Account Targeting
  3. Lookalike Targeting
  4. Your CRM data
  5. Website Retargeting

Correct Answer :

  • Account Targeting
  • Lookalike Targeting
  • Your CRM data
  • Website Retargeting

Which of the following ad formats appear when you select Engagement as your marketing goal in Campaign Manager? Select all that apply.

  1. Text Ad
  2. Single Image Ad
  3. Video Ad

Correct Answer :

  • Single Image Ad
  • Video Ad

Which of the following billing options doesn’t require a minimum spend?

  1. Monthly Invoicing
  2. Insertion Order
  3. Credit Card

Correct Answer :

  • Credit Card

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?

  1. Awareness
  2. Consideration
  3. Conversion

Correct Answer :

  • Conversion

Which of the following is a best practice to save time while setting up targeting for new campaigns?

  1. Make a checklist template with your preferred targeting criteria
  2. Use targeting templates to pre-save and reuse audiences
  3. Forecast results based on your targeting criteria

Correct Answer :

  • Use targeting templates to pre-save and reuse audiences

Which of the following is a mandatory targeting field within audience setup in Campaign Manager?

  1. Job Title
  2. Location
  3. Audience Expansion
  4. Company Size

Correct Answer :

  • Location

Which of the following is a targeting option? Select all that apply.

  1. Member Groups
  2. Company Growth Rate
  3. Your Company Followers
  4. Company Connections
  5. Member Skills

Correct Answer :

  • Member Groups
  • Company Growth Rate
  • Your Company Followers
  • Company Connections
  • Member Skills

Which of the following is not a billing option in Campaign Manager?

  1. Monthly Invoicing
  2. Credit Card
  3. Quarterly Invoicing

Correct Answer :

  • Quarterly Invoicing

Which of the following is not a marketing objective that you can meet with LinkedIn ads?

  1. Drive conversions
  2. Drive awareness
  3. Increase the sales closing ratio
  4. Increase consideration

Correct Answer :

  • Increase the sales closing ratio

Which of the following is not a step when setting up your campaign in Campaign Manager?

  1. Review Page Posts
  2. Choose the Right Audience
  3. Choose an Objective
  4. Launch and Optimize

Correct Answer :

  • Review Page Posts

Which of the following targeting actions can you not do with LinkedIn Campaign Manager?

  1. Retarget website visitors
  2. Target specific companies
  3. Target members by household income
  4. Upload lists of contacts

Correct Answer :

  • Target members by household income

Which sentence best describes Campaign Manager?

  1. It is LinkedIn’s tool to create ad campaigns and engage with different audiences
  2. It is LinkedIn’s ad management tool to create, launch, and evaluate the performance of your LinkedIn ad campaigns
  3. It is LinkedIn’s tool to check campaign performance in addition to Campaign Creator, LinkedIn’s tool to create campaigns

Correct Answer :

  • It is LinkedIn’s ad management tool to create, launch, and evaluate the performance of your LinkedIn ad campaigns

Which targeting categories can you use when choosing your audience attributes in Campaign Manager? Select all that apply.

  1. Demographics
  2. Company
  3. Education
  4. Interests

Correct Answer :

  • Demographics
  • Company
  • Education
  • Interests

Which targeting tools can you use to reach more similar audiences? Select all that apply.

  1. Retargeting
  2. Lookalike Audiences
  3. Audience Expansion

Correct Answer :

  • Lookalike Audiences
  • Audience Expansion

Why do we recommend your campaigns have at least 4 to 5 different creatives?

  1. To be able to select a different bidding model on each one
  2. To minimize content fatigue
  3. To target different audiences to different creatives

Correct Answer :

  • To minimize content fatigue

Why is it important to choose the right objective in Campaign Manager?

  1. Because your objective determines your campaign settings and how LinkedIn optimizes it to ensure success
  2. Because your campaign objective guarantees your performance
  3. Because your campaign objective determines your targeting options

Correct Answer :

  • Because your objective determines your campaign settings and how LinkedIn optimizes it to ensure success

Why is it not recommended to use age or gender as targeting attributes?

  1. Because these attributes cannot be tracked on Campaign Demographics
  2. Because they are inferred and can reduce your audience size by potentially 50% or more
  3. Because they are not interesting professional traits for LinkedIn audiences

Correct Answer :

  • Because they are inferred and can reduce your audience size by potentially 50% or more

Why should you create a LinkedIn Page? Select all that apply.

  1. Because your LinkedIn Page is the first place members go on LinkedIn to learn about your products and services
  2. Because an active LinkedIn Page makes your company more searchable
  3. Because you need a LinkedIn Page to set up LinkedIn ad campaigns

Correct Answer :

  • 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

Would you win an auction if you are the highest bidder?

  1. Yes, the highest bidder always wins
  2. It depends, creative relevancy matters
  3. No, the highest bidder never wins

Correct Answer :

  • It depends, creative relevancy matters

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?

  1. Conversions
  2. Reach
  3. Cost Per Conversion
  4. Cost Per Click

Correct Answer :

  • Cost Per Conversion

Yolanda wants to increase awareness of her organization with Software Engineers. Which of the metrics below should she primarily focus on?

  1. Reach, Frequency, Campaign Demographics
  2. Campaign Demographics, Clicks, Click-through Rate
  3. Reach, Frequency, Conversions
  4. Website Clicks, Video Views, Conversions

Correct Answer :

  • Reach, Frequency, Campaign Demographics

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?

  1. A conversion would not be attributed
  2. One conversion against both campaigns
  3. Two conversions against the campaign the user saw most recently
  4. One conversion against the campaign the user saw most recently

Correct Answer :

  • One conversion against the campaign the user saw most recently

This page was last edited on 3rd February, 2024 at 4:38 PM (UTC).

I hope this helps! Let me know if you have any other questions.

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