With Demographic Targeting, You Could Reach People Who:

Here's what you need to know before taking this exam:

• There are60 questions.
• The exam takes about1 hour to complete.
• You must answer45 questions correctlyto pass.
• You must wait12 hoursbetween attempts.
• You have3 hours to complete the exam.
• Check your answers before submitting. You can't go back and change them after you click submit.

Good luck

Table of Contents

• • 0.0.1 Here's what you need to know before taking this exam:
• 1 True or false: Digital advertising is a targeted, data-driven advertising strategy for reaching consumers online at every stage of the buyer's journey.
• 2 What is a benefit of using digital advertising in conjunction with organic marketing efforts? Select all that apply.
• 3 Which of the following is NOT a stage in the buyer's journey?
• 4 What should your awareness stage ads do?
• 5 What should your decision stage ads do?
• 6 Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following audiences would be the best to target on social media at the awareness stage of the buyer's journey?
• 7 Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following keywords would be the best to use for paid search at the consideration stage of the buyer's journey?
• 8 Scenario: You work for a company called PetSpot that sells animal supplies. The best audience to target on social media at the decision stage of the buyer's journey would be people who:
• 9 Which of the following is an example of a business's "reasons to believe?"
• 10 Fill in the blank: A paid media plan is the bridge between your ______ and your business goal.
• 11 How often should you evaluate your paid media budget?
• 12 Where should you allocate the majority of your paid media budget?
• 13 Fill in the blank: You should use a target CPA bidding strategy when you have _____.
• 14 Which of the following is NOT an automated bidding strategy?
• 15 Which of the following is NOT an ad targeting strategy?
• 16 With contextual targeting, you could reach people who:
• 17 What is the difference between pixel-based retargeting and list-based retargeting? Select all the apply.
• 18 Scenario: Your business wants to advertise to a local audience. Which targeting strategy should you use?
• 19 Scenario: You want to target an audience that visits popular marketing websites, such as Marketing Land and Ad Age. Which targeting strategy should you use?
• 20 Which of the following is NOT an ad copywriting best practice?
• 21 Which of the following ad copy examples follows the best practices for simplifying language?
• 22 Fill in the blank: The goal of a concept ad is to increase _____.
• 23 Fill in the blank: The goal of a commerce ad is to increase _____.
• 24 Which ad creative best practice(s) are displayed in the example below? Select all that apply.
• 25 Which ad creative best practice(s) are displayed in the example below? Select all the apply.
• 26 What is conversion rate optimization (CRO)?
• 27 What are best practices for optimizing your conversion path? Select all that apply.
• 28 True or false: An organic marketing strategy is reliant on your followers, while social media advertising allows you to target new audiences.
• 29 A Facebook core audience is based on:
• 30 A Facebook custom audience is based on:
• 31 A Facebook lookalike audience is based on:
• 32 Which of the following metrics does Facebook use to rate the expected performance of your ads? Select all that apply.
• 33 What is the best way to advertise on Instagram?
• 34 What is the benefit of advertising in Instagram Explore?
• 35 What do sponsored messages on Facebook Messenger allow you to do?
• 36 What type of company would be most likely to find success advertising on Pinterest?
• 37 What is the difference between a brand keyword and a non-brand keyword?
• 38 Fill in the blank: A keyword set to _____ match type will display your ad if the search term includes that keyword, or a very close variation.
• 39 Fill in the blank: A keyword set to _____ match type will display your ad if the search term contains the same order of the words, but it can also contain additional words.
• 40 Fill in the blank: A keyword set to ______ match type will display your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.
• 41 If you have a keyword set to broad match, but you want to select specific keywords that must be included in the search query for your ad to be displayed, what would you use?
• 42 If you want to exclude your ad from being shown on searches containing a specific keyword, what would you use?
• 43 Which of the following represents an exact match keyword?
• 44 Which of the following represents a phrase match keyword?
• 45 Which of the following represents a broad match keyword?
• 46 What symbol would you use to add a broad match modifier?
• 47 What elements should be included in your search ad copy? Select all that apply.
• 48 True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar.
• 49 From top to bottom, what should your search account structure hierarchy look like?
• 50 What is the benefit of including ad extensions in your search ads?
• 51 How many ad extensions should you include in your search ads?
• 52 Fill in the blank: Automated bidding is powered by _____.
• 53 What enables web publishers and digital out-of-home media owners to manage their advertising inventory?
• 54 What enables buyers of digital advertising inventory to manage multiple ad exchanges through one interface?
• 55 What ad tracking method should you use to retarget people on social media who have visited your website?
• 56 A/B testing (split testing) is the process of:
• 57 What is an attribution model?
• 58 If your business has a short buying cycle, which attribution model should you use?
• 59 If you want to know which marketing effort is attracting people to your brand, which attribution model should you use?
• 60 Scenario: You want to run an A/B test for an ad campaign. Which of the following are examples of what you could experiment with?

True or false: Digital advertising is a targeted, data-driven advertising strategy for reaching consumers online at every stage of the buyer's journey.

• True
• False

What is a benefit of using digital advertising in conjunction with organic marketing efforts? Select all that apply.

• Remarket to existing contacts and website visitors
• Use analytics to better understand your audiences across platforms
• Outperform your organic marketing efforts
• Optimize your ad content to perform its best across channels

Which of the following is NOT a stage in the buyer's journey?

• Decision
• Consideration
• Research
• Awareness

What should your awareness stage ads do?

• Address the problem your buyer persona is experiencing
• Question why your buyer persona cannot solve their own problem
• Present your business as the only solution that is right for your audience
• Focus on your competitive position in the marketplace

What should your decision stage ads do?

• Tell your buyer persona why the other products or services available are bad
• Promote lead generation content offers
• Highlight the value of your company's products or services
• Target only your existing customers

• People who have previously interacted with one of your digital ads
• A lookalike audience based on your existing customers
• People who have previously visited your website
• An audience based on people who have watched your company's YouTube videos

Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following keywords would be the best to use for paid search at the consideration stage of the buyer's journey?

• "Different types of dog food"
• "How to teach a dog to sit"
• "Best animal rescues near me"
• "PetSpot animal supplies"

• have expressed an interest in dogs
• meet the demographic profile of your buyer persona
• have liked your posts on social media
• have added items to their cart, but did not complete their purchase

Which of the following is an example of a business's "reasons to believe?"

• Sustainability
• Ethical sourcing
• Free shipping
• Charitable donation
• All of the above

Fill in the blank: A paid media plan is the bridge between your ______ and your business goal.

• ideas
• historical performance
• target audience
• conversion path

How often should you evaluate your paid media budget?

• Weekly
• Monthly
• Quarterly
• Annually

Where should you allocate the majority of your paid media budget?

• New advertising channels that you haven't advertised on before
• Brand campaigns across advertising channels
• Video production
• Proven efforts that drive your main KPIs

Fill in the blank: You should use a target CPA bidding strategy when you have _____.

• an efficient CPA
• an inefficient CPA
• a big advertising budget
• a small advertising budget

Which of the following is NOT an automated bidding strategy?

• Maximize conversions
• Maximize views
• Target ROAS
• Target CPA

• Contextual targeting
• Demographic targeting
• Audience targeting
• Behavioral targeting

With contextual targeting, you could reach people who:

• have conducted searches online for keywords related to startups and entrepreneurship
• are interested in startups and read articles on Entreprenuer.com
• recently downloaded your Guide to Entrepreneurship lead generation content offer
• are located in the San Francisco Bay Area

What is the difference between pixel-based retargeting and list-based retargeting? Select all the apply.

• Pixel-based retargeting is for anonymous site visitors, list-based retargeting is for existing contacts
• Pixel-based retargeting is for existing contacts, list-based retargeting is for anonymous site visitors
• Pixel-based retargeting relies on tracking pixels, list-based retargeting relies on forms and a CRM
• Pixel-based retargeting is more effective, list-based retargeting is less effective

Scenario: Your business wants to advertise to a local audience. Which targeting strategy should you use?

• Retargeting
• Contextual targeting
• Behavioral targeting
• Demographic targeting

Scenario: You want to target an audience that visits popular marketing websites, such as Marketing Land and Ad Age. Which targeting strategy should you use?

• Pixel-based retargeting
• List-based retargeting
• Contextual targeting
• Behavioral targeting

• Focus on value
• Use simple language
• Include conversational CTAs
• Use acronyms

• "Looking for a new car insurance policy? Talk to a CISR today."
• "Protect you and your loved ones with a car insurance policy made for the whole family."
• "You drive your car on a regular basis during the course of the day. Protect yourself with affordable car insurance."
• "You never know what things might happen while on the road. Get car insurance that you can trust."

• brand awareness
• engagement
• sales
• lead generation

• engagement
• sales
• views
• lead generation

• Contrasting colors
• Seasonal theme
• The rule of thirds
• None of the above

• The rule of thirds
• Contrasting colors
• Seasonal theme
• None of the above

What is conversion rate optimization (CRO)?

• A metric used to quantify the number of digital views or engagements of a piece of content, usually an advertisement, digital post, or a web page
• The process of increasing the percentage of website visitors who take a desired action
• A reporting strategy that allows marketers and sales teams to see the impact that marketers made on a purchase or sale
• The process by which an anonymous website visitor becomes a known lead

What are best practices for optimizing your conversion path? Select all that apply.

• Align your ad creative and copy to your landing page
• Always use a pop-up form to increase conversions
• Collect as much information as possible in your form or checkout process
• Remove the navigation from your landing page

• True
• False

A Facebook core audience is based on:

• location, demographics, interests, behavior, and connections
• the number of years a person has been on Facebook
• people who have already expressed an interest in your business
• new people who share the characteristics of your existing audience

A Facebook custom audience is based on:

• the number of connections a person has on Facebook
• new people who share the characteristics of your existing audience
• people who have already expressed an interest in your business
• people who recently created a Facebook account

A Facebook lookalike audience is based on:

• people who have already expressed an interest in your business
• new people who share the characteristics of your existing customers
• the number of years a person has been on Facebook
• people who have viewed your social media posts but not interacted with them

Which of the following metrics does Facebook use to rate the expected performance of your ads? Select all that apply.

• Quality
• Engagement
• Conversion
• Relevance

What is the best way to advertise on Instagram?

• Create ad campaigns in the Facebook Ads Manager
• Create ads from your Facebook Page and promote them on both Facebook and Instagram
• Promote posts and stories directly from your Instagram professional account
• Boost existing posts from your Facebook account

What is the benefit of advertising in Instagram Explore?

• It costs less money to advertise in Explore so advertisers can see better performance
• Fewer advertisers run ads in Explore so there is less competition
• People in Explore are in the mindset to discover content from creators they don't follow
• More people view content in Explore than they do in their own feed

• Display messages in the Facebook News Feed to your audience
• Run story ads on Facebook Messenger
• Add a call-to-action in your Facebook ads to start a conversation with your business in Facebook Messenger
• Advertise to people who have interacted with your business on Facebook Messenger

What type of company would be most likely to find success advertising on Pinterest?

• An accounting firm
• A fashion brand
• A marketing technology company
• A government agency

What is the difference between a brand keyword and a non-brand keyword?

• A brand keyword is more expensive, a non-brand keyword is less expensive
• A brand keyword receives less traffic, a non-brand keyword receives more traffic
• A brand keyword has more variations, a non-brand keyword has fewer variations
• A brand keyword includes a brand's name, a non-brand keyword does not include a brand's name

• broad
• exact
• specific
• negative

• negative
• phrase
• broad
• specific

• phrase
• negative
• exact
• broad

• A negative keyword
• A phrase keyword
• A broad match modifier
• A phrase match modifier

• A negative keyword
• A phrase keyword
• A broad match modifier
• A phrase match modifier

Which of the following represents an exact match keyword?

• "dog treats"
• [dog treats]
• dog treats
• -dog treats

Which of the following represents a phrase match keyword?

• +smart tv
• -smart tv
• [smart tv]
• "smart tv"

Which of the following represents a broad match keyword?

• wall art
• "wall art"
• wall +art
• -wall art

What symbol would you use to add a broad match modifier?

• /
• ^
• +
• –

• Questions
• Keywords
• A call-to-action
• Analogies

True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar.

• True
• False

From top to bottom, what should your search account structure hierarchy look like?

• Campaigns, ad groups, keywords
• Ad groups, campaigns, keywords
• Keywords, campaigns, ad groups
• Keywords, ad groups, campaigns

• Take up more space in the SERPs
• Improve click-through rate
• Provide more value to potential customers
• All of the above

• 2
• 3
• 5
• All that are available
• As many as many as make sense for your business

Fill in the blank: Automated bidding is powered by _____.

• HTTP cookies
• virtual reality
• machine learning
• ad tracking

What enables web publishers and digital out-of-home media owners to manage their advertising inventory?

• Demand-side platform
• Data management platform
• Advertising platform
• Supply-side platform

• Advertising platform
• Demand-side platform
• Keyword manager
• Targeted advertising manager

• UTM parameters
• Tracking pixels
• HTTP cookie
• Demographic targeting

A/B testing (split testing) is the process of:

• collecting data and user insights on the performance of online advertising campaigns
• running marketing experiments to see which version of an ad connects better with your audience
• quantifying the number of digital views or engagements of a piece of content
• finding and analyzing search terms that people enter into search engines

What is an attribution model?

• The rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points along conversion paths
• A code that gets generated and stored on a website visitor's computer when they visit your site
• An online advertising method in which marketers place ads on search engine results pages (SERPs)
• The use of artificial and machine learning to buy ads in real-time, instead of going through human negotiations and pre-set prices

If your business has a short buying cycle, which attribution model should you use?

• First and last
• First-touch
• Linear
• Simple decay

If you want to know which marketing effort is attracting people to your brand, which attribution model should you use?

• Linear
• First-touch
• Last interaction
• Simple decay

• Creative
• Audiences
• Landing pages
• All of the above

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With Demographic Targeting, You Could Reach People Who:

Source: https://www.geektonight.com/hubspot-digital-advertising-certification-answers/

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