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HubSpot Digital Advertising Certification Answers
HubSpot Digital Advertising Certification Answers
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 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 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 consideration stage ads do?
Promote generic, unbranded content
Direct someone to a pricing page
Include discounts to encourage immediate purchase
Help your buyer persona solve their problem
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
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?
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”
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
Which of the following is NOT one of the three elements of a marketing mix?
Earned media
Owned media
Social media
Paid media
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 ad targeting strategy?
Contextual targeting
Demographic targeting
Audience targeting
Behavioral targeting
With demographic targeting, you could reach people who:
are between the ages of 25-49 located in Austria who speak German
have visited your website before or are subscribed to your blog
have searched for key terms in German related to marketing software
have an interest in technology and read an online publication called Martech Today regularly
With behavioral targeting, you could reach people who:?
are located in the Denver metro area and have a household income between $50,000 and $100,000
have an interest in video games
spent at least 5 minutes reading your most recent blog post
spend a lot of time reading online news publications
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: You want to target an audience that has previously viewed your product’s pricing page on your website. Which targeting strategy should you use?
Behavioral targeting
Audience targeting
Retargeting
Demographic targeting
Which of the following is NOT an ad copywriting best practice?
Focus on value
Use simple language
Include conversational CTAs
Use acronyms
Which of the following ad copy examples follows the best practices for simplifying language?
“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.”
Fill in the blank: The goal of a concept ad is to increase _____.
brand awareness
engagement
sales
lead generation
Fill in the blank: The goal of a content ad is to increase _____.
views
sales
brand awareness
lead generation
Fill in the blank: The goal of a commerce ad is to increase _____.
engagement
sales
views
lead generation
True or false: The rule of thirds is the process of dividing an image into thirds, using two horizontal lines and two vertical lines, and positioning the most important elements inside the squares the lines create.
True
False
Following the rule of thirds helps you:
draw attention to the most important elements of your ad creative
make your ad creative pop by using contrasting colors
use imagery of people that is representative of your target audience
turn one concept into three ad creatives
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
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
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
What do sponsored messages on Facebook Messenger allow you to do?
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 is one advantage of advertising on LinkedIn?
Advertising on LinkedIn is often less expensive than advertising on Facebook
You can target audiences with unique demographics, like job title and industry
LinkedIn has more ad types than any of the other social media platforms
You can advertise to a highly engaged audience that interacts with more ads than organic content
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 one ad type that is unique to Snapchat?
Story ads
Image ads
Sponsored messages
AR lenses
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
What is one benefit of running search ads for brand keywords?
They always appear first in the search results, above other ads
They protect your traffic if a competitor bids on your brand keywords
They see a higher click-through rate than non-brand keywords
They are significantly less expensive than search ads for other keywords
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.
phrase
negative
exact
broad
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?
A negative keyword
A phrase keyword
A broad match modifier
A phrase match modifier
If you want to exclude your ad from being shown on searches containing a specific keyword, what would you use?
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”
What symbol would you use to add a broad match modifier?
/
^
+
–
What symbol would you use to add a negative keyword?
/
^
+
–
What elements should be included in your search ad copy? Select all that apply.
Questions
Keywords
A call-to-action
Analogies
Scenario: You work for H.Bloom, a flower delivery company. You are running a paid search ad for the keyword “flower delivery” that directs to the landing page below. The goal of this ad is to drive leads. What would you do to potentially improve the ad’s performance? Select all that apply.
Remove the H.Bloom logo from the landing page
Add the keyword “flower delivery” to the landing page
Remove the header navigation from the landing page
Move the form to the bottom of the landing page
What is the benefit of including ad extensions in your search ads?
Take up more space in the SERPs
Improve click-through rate
Provide more value to potential customers
All of the above
What is ad rank?
A value used to determine your ad position
The maximum amount of money you’re willing to pay for a desired action on your ad
A set of related ad groups often used to organize categories of products or services you offer
The amount/number of advertising dollars you spend to acquire one new customer
Fill in the blank: Automated bidding is powered by _____.
HTTP cookies
virtual reality
machine learning
ad tracking
What enables buyers of digital advertising inventory to manage multiple ad exchanges through one interface?
Advertising platform
Demand-side platform
Keyword manager
Targeted advertising manager
What ad tracking method should you use to retarget people on social media who have visited your website?
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
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
In what order should the steps to conduct a marketing experiment be completed?
Make a hypothesis, collect research, choose measurement metrics, create and execute the experiment, analyze the results
Choose measurement metrics, collect research, make a hypothesis, create and execute the experiment, analyze the results
Analyze the results, make a hypothesis, choose measurement metrics, create and execute the experiment, collect research
Collect research, choose measurement metrics, make a hypothesis, analyze the results, create and execute the experiment
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?
Creative
Audiences
Landing pages
All of the above
Based on the data below, which is the most effective advertising campaign?
Campaign 1 because it drove more leads
Campaign 1 because it has a lower lifetime value
Campaign 2 because it has a greater return
Campaign 2 because it has a higher CPA
Based on the data below, what is the return on ad spend (ROAS) for the campaign?
$2.50
$5
$7.50
$10
Which metric best helps you convey the value of your advertising strategy?
CPC
Reach
CPM
ROAS
Fill in the blank: The difference between digital advertising and organic marketing on social media platforms is that digital advertising is _____ and organic marketing is _____. Select all that apply.
paid; not paid
for ecommerce only; for all businesses
more targeted; less targeted
unhelpful; helpful
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
Which of the following is NOT an automated bidding strategy?
Maximize conversions
Maximize views
Target ROAS
Target CPA
Fill in the blank: Retargeting an example of _____ targeting.
contextual
demographic
audience
behavioral
Which ad creative best practice(s) are displayed in the example below? Select all that apply.
Contrasting colors
Seasonal theme
The rule of thirds
None of the above
Which ad creative best practice(s) are displayed in the example below? Select all the apply.
The rule of thirds
Contrasting colors
Seasonal theme
None of the above
Which ad types are available on social media platforms? Select all that apply.
Lead ads
Message ads
Video ads
Search ads
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
Where do ads appear on YouTube? Select all that apply.
In the subscriptions bar
In the search results
Before a video
During a video
What can you most easily accomplish by advertising on TikTok?
Lead generation
Sales
Brand awareness
Conversions
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.
broad
exact
specific
negative
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.
negative
phrase
broad
specific
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.
broad
exact
specific
negative
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.
negative
phrase
broad
specific
Which of the following represents a broad match keyword?
wall art
“wall art”
wall +art
-wall art
True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar.
True
False
How many ad extensions should you include in your search ads?
2
3
5
All that are available
As many as many as make sense for your business
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
What’s the difference between first-party cookies and third-party cookies?
First-party cookies are generated by visiting any website, third-party cookies are generated by downloadable apps
First-party cookies are generated when you launch an ad campaign, third-party cookies are generated when you launch any other marketing campaign
First-party cookies are generated by your own website, third-party cookies are generated by websites other than your own
First-party cookies tell you information about what websites a person visits, third-party cookies tell you information about what social media platforms a person uses
What ad tracking method should you use to identify which marketing campaign referred traffic to your website?
HTTP cookie
Behavioral targeting
Tracking pixels
Tracking URLs
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
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
Scenario: Your business wants to advertise to a local audience. Which targeting strategy should you use?
Retargeting
Contextual targeting
Behavioral targeting
Demographic targeting
True or false: An organic marketing strategy is reliant on your followers, while social media advertising allows you to target new audiences.
True
False
Which of the following goals are options available for advertising on Twitter? Select all that apply.
Engagement
Website clicks
Sales
App downloads
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
Select all that apply. The problem with early online advertising was that ads were:
Not targeted
Disruptive
Hidden
Inexpensive
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:
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
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
HubSpot Digital Advertising Certification Answers
