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Updated HubSpot Digital Advertising Certification Questions & Answers:
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- 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 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
- 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
- “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
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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
- 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
- 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
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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
- 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
- Quality
- Engagement
- Conversion
- Relevance
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 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
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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
- 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
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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
- 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
- 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
- Advertising platform
- Demand-side platform
- Keyword manager
- Targeted advertising manager
- UTM parameters
- Tracking pixels
- HTTP cookie
- Demographic targeting
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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
- 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
- Creative
- Audiences
- Landing pages
- All of the above
Based On The Data Below, Which Is The Most Effective Advertising Campaign? (Duplicate 1)
- 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, Which Is The Most Effective Advertising Campaign? (Duplicate 2)
- Campaign 1 because it has a greater return
- Campaign 1 because it drove more leads
- Campaign 2 because it has a greater return
- Campaign 2 because it drove more leads
Based On The Data Below, What Is The Return On Ad Spend (ROAS) For The Campaign? (Duplicate 1)
- $2.50
- $5
- $7.50
- $10
Based On The Data Below, What Is The Return On Ad Spend (ROAS) For The Campaign? (Duplicate 2)
- $3
- $4
- $5
- $6
Which Metric Best Helps You Convey The Value Of Your Advertising Strategy?
- CPC
- Reach
- CPM
- ROAS
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- 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
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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
- broad
- exact
- specific
- negative
- negative
- phrase
- broad
- specific
Which Of The Following Represents A Broad Match Keyword?
- wall art
- “wall art”
- wall +art
- -wall art
- 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
- 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
- HTTP cookie
- Behavioral targeting
- Tracking pixels
- Tracking URLs
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- 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
- False
- Retargeting
- Contextual targeting
- Behavioral targeting
- Demographic targeting
- True
- False
- 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
- 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
- Pixel-based retargeting
- List-based retargeting
- Contextual targeting
- Behavioral targeting