Hubspot Digital Marketing Certification Exam

What are the steps to conducting a marketing experiment?

1. Make a hypothesis. 2. Collect research. 3. Choose measurement metrics. 4. Create and execute the experiment. 5. Analyze the results.

Scenario: You spent $500 on an ad campaign last month. In your reporting, you see that your ad campaign impacted $2,000 in revenue. What is your ROAS?

2000/500= $4

What is A/B testing?

A/B testing is a popular marketing experiment in which two versions of a webpage, email, or social post are presented to an audience (randomly divided in half). This test determines which version performs better with your audience.

Which of the following search advertising best practices will help you create an engaging ad experience?

Align your landing page to the copy of your ad.

At what stage in the buyer's journey is demographic targeting most effective?

Awareness

Fill in the blank: _____ ads are the most effective for driving leads.

Content Ads

What three platforms work together in programmatic advertising?

Demand-side platform, supply-side platform, data management platform A DSP, SSP, and DMP work together to autonomously place digital ads in real time.

Select all that apply. Which of the following is a possible UTM parameter? Medium Content Term Source Audience Campaign

Everything EXCEPT Audience

True or false: Digital advertising has no impact on your organic marketing efforts.

False

True or false: Extensions show with your ad regardless of your Ad Rank.

False

Fill in the blank: _____ ads are designed to collect information like name and email address.

Lead

If you wanted to highlight discounted pricing in your Google text ad, which ad extension should you include?

Promotion

Running search ads for your brand keywords will help you:

Protect your brand from your competition's ads

Organic reach on social media networks like Facebook is:

Shrinking

What is programmatic advertising?

The use of artificial intelligence and machine learning to buy ads in real-time

Why is organic reach shrinking?

This observed decline in organic Facebook reach began in 2014, when Brian Boland, Facebook's VP of Advertising Technology (at the time), said Facebook is simply managing more ad content than it used to, and News Feed space is thus more competitive among marketers.

What is the difference between pixel-based retargeting and list-based retargeting?

You will use pixel-based retargeting when you choose to redeploy material to people who have visited your site. You use list-based retargeting when you have a list of contact details for specific people.

A simple decay attribution model gives:

a weighted percentage of credit to the most recent touchpoints

You should you create a custom landing page for your digital ads to:

align your ad creative and landing page copy remove navigation and distractions from your landing page have a consistent CTA (All of the Above)

What is the buyer's journey

"The buyer's journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service."

Which of the following should be the first way you optimize your paid media campaigns?

Bidding

Which of the following does NOT impact Ad Rank?

Bidding Strategy

What is a broad match modifier?

Broad match modifier: Matches user searches with all the keyword terms designated with a + sign (or close variations of those terms) in any order.

Select all that apply. Which of the following is an example of contextual targeting? Search ad for a brand keyword Display ads on a web page Sponsored content on a publication A retargeting ad on Instagram

Display ads on a web page AND sponsored content on a publication

Get Fitness is a fictional studio that sells fitness classes. The fitness industry is highly competitive and consumers are known to not be very brand loyal. Which paid media initiative will likely be most successful for this business?

Display ads showing the class's value

Select all that apply. With behavioral targeting, you could reach people who: viewed your pricing page researched a topic related to your industry are located in Australia visited your website

Everything EXCEPT Australia (which is Geographic)

Which of the following social media advertising best practices will help you create social media ads designed to drive high engagement?

Experimenting with different types of ad content, like videos or GIFs.

Which of the following can digital advertising help you accomplish?

Get more results in the search engine results pages

What is a negative keyword?

In pay per click advertising, negative keywords prevent advertisements from displaying for particular keyword phrases.

While Facebook focuses on targeting your ads based on your audience's interests, Google Ads focuses on targeting your ads based on your audience's

Intent

Which of the following is a reason why advertising was not originally part of the inbound playbook?

It was seen as intrusive, irrelevant, and unhelpful, wasn't targeted, and there wasn't the ability to take over control of the content. (All of the Above)

What are the various types of ad extensions?

Location Extensions (& Affiliate Location Extensions) Call Extensions. Sitelink Extensions. Callout Extensions. Structured Snippet Extensions. Price Extensions. App Extensions.

What is marketing attribution?

Marketing attribution is a reporting strategy that allows marketers and sales teams to see the impact that marketers made on a specific goal, usually a purchase or sale. For example, if marketers want to see how a blog post or social media strategy impacted sales, they might use marketing attribution techniques. Here's how our product team at HubSpot describes it: "Attribution surfaces which interactions a person or group of people took along their journey toward a desired outcome or 'conversion' point."

What is a tracking pixel?

Marketing pixels, aka tracking pixels, are essentially these tiny snippets of code that allow you to gather information about visitors on a website—how they browse, what type of ads they click on, etc.

The Evergreen Environmental Organization is a fictional nonprofit. One of their marketing goals is to build up the newsletter subscription database. They have a campaign and budget in place but the manual bidding strategy does not always spend their daily budget. Which of the following automated bidding strategies will help get the most out of the budget for this campaign?

Maximize Conversions

What is the difference between each attribution model?

Models available in revenue attribution: First interaction - This model gives all credit to the first interaction that led to a closed won deal. Last interaction - This model gives all credit to the last interaction that led to a closed won deal. Linear - This model looks at all interactions that led to a closed won deal. Then gives equal credit to each interaction. U-shaped - This model gives 40% of credit to the first interaction and 40% to the interaction that created a contact. Then it gives the remaining 20% evenly across all interactions between the first interaction and contact creation. W-shaped - This model gives 30% of credit to the first interaction, 30% to the interaction that created the contact, and 30% to the last interaction that created the deal. Then it gives the remaining 10% evenly across all interactions between first interaction and deal creation. Full-path - This model gives 22.5% of credit to the first interaction, 22.5% to the interaction that created the contact, 22.5% to the last interaction that created the deal, and 22.5% to the interaction that closed the deal. Then it gives the remaining 10% evenly across all other interactions. Time-decay - This model gives more credit to the most recent interactions. The credit for interactions decays the longer it takes for a deal to become closed-won.

What is ROAs and how do you calculate it?

ROAS equals your total conversion value divided by your advertising costs

What is the most popular bidding strategy for programmatic advertising?

Real-time bidding

Fill in the blank: A lookalike audience is made up of people who ______________.

Share the characteristics of your existing audience

Which of the following coffee brand ad copy examples follow the best practices for simplifying language? Our award-winning coffee is recognized by the NCA. Due to the fact that we follow rigorous coffee production standards, our product is superior. You can't beat our prices. Find our coffee in a store near you for somewhere in the area of $10 per bag. Start your day with a cup of award-winning coffee. Your snooze button will thank you.

Start your day with a cup of award-winning coffee. Your snooze button will thank you.

What's retargeting?

Targeting people who are already familiar with your brand

What is the difference between first-party cookies and third-party cookies?

The main differences between first and third-party cookies include: Setting the cookie: A first-party cookie is set by the publisher's web server or any JavaScript loaded on the website. A third-party cookie can be set by a third-party server, such as an AdTech vendor, or via code loaded on the publisher's website. Cookie availability: First-party cookies are available to the domain that created it. A third-party cookie is accessible on any website that loads the third-party server's code. Browser support/blocking: First-party cookies are supported by all browsers and can be blocked or deleted by the user. Third-party cookies are supported by all browsers, but many are blocking the creation of third-party cookies by default. Users are also taking matters into their own hands and deleting third-party cookies on their own.

What criteria impacts Ad Rank?

Your ad quality: To help maintain a high quality ad experience for consumers, lower quality ads have higher thresholds. Ad position: Ads that appear higher on the search results page have higher thresholds than ads that appear lower on the page. That way people are more likely to see higher quality ads higher on the page. User signals and attributes such as location and device type: Thresholds can vary based on user attributes, including the location of the user (for example, thresholds can vary country by country) and the device the user is using (for example, mobile versus desktop). The topic and nature of the search: Thresholds can vary based on the nature of the user's search terms. For example, thresholds for wedding-related searches may be different than searches for basket-weaving classes. Related Auctions: Thresholds can also depend on the auctions for related queries. For example, Ad Rank thresholds for the search term [car insurance] could be informed by auctions for the search terms [auto insurance] and [collision insurance].

Fill in the blank: A keyword set to ______ displays your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.

broad match