LinkedIn Certification

When using company targeting, how many companies does LinkedIn recommend as a minimum?

1,000

What is the total number of possible layouts of a Text Ad?

2

Landing Pages manager

Able to create and edit Landing Pages (formally known as Pipeline Builder).

Lead Gen Forms manager

Able to download leads from Campaign Manager.

Sponsored Content poster

Able to share and sponsor updates to an organization's LinkedIn Page.

Four types of Matched Audience targeting

Email contact targeting Lookalike targeting Retargeting Account targeting

You don't need to create net new images for each variant

Experiment with changing the text on your headlines, as well.

The Forecasted Results tool can only show you a monthly estimated forecast.

False

You can only use Job Titles to target with Conversion objectives.

False

Manual bidding (Enhanced)

Get the most results possible with your bid while controlling your bid in the auction. The bid amount should be defined by how much a campaign result (click, impression, or conversion) is worth to your business.

Maximum delivery (Automated)

Get the most results possible with your full budget. Use machine learning to optimize your entire budget based on the objective you select.

Account Manager

Ideal if you will oversee account actions including managing users, creating campaigns, and editing campaigns.

Which of these are recommended ways to use Campaign Demographics data?

Identify demographics to double down on Identify demographics to exclude

Retarget with a dynamic Sponsored Message

If you want to re-engage people who visited bottom funnel pages on your website such as a pricing or demo page, you can do so with retargeting by sending them a dynamic Sponsored Message when they visit LinkedIn. For example, retarget visitors to your pricing pages with a Message Ad including a ​30-day free trial​.

Second-price auction

If you win the auction, you'll only pay a penny above the second-highest price. For example, if you set your bid price to $30, and the second-highest bid price was $25, you would only be charged $25.01.

You're launching a LinkedIn campaign for a new product line and want to drive awareness. Which metrics are key to measuring campaign performance?

Impressions & Reach

Awareness Metrics

Impressions and reach

Which of the following is not a Matched Audience option?

LinkedIn Audience Network

You can track conversions for your campaign using which of the following?

LinkedIn Insight Tag

Frequency of Message ads

LinkedIn controls the number of times a member can receive a Sponsored Messaging Ad within a given time period, which is once every 30 days.

Data Integrations

LinkedIn has a large community of marketing partners for audiences. With their easy-to-use integrations, you can onboard your customer data.

Which of the following Matched Audience options would you use if you wanted to target people with characteristics similar to your target audience?

Lookalike Audiences

Company Targeting best practices

Market to professionals who make or influence buying decisions at your target companies. You can do this by combining a target company list with targeting attributes (such as Job Title or Job Seniority). Don't add too many attributes to avoid hyper-targeting. Keep your target audience over 50,000 members (Campaign Manager will show estimated reach). Keep in mind that audience sizes may vary based on regions. Include at least 1,000 companies in your CSV company list to ensure scale and delivery of your campaign. Segment your company list by including filters for Company Industry or Company Size.

What are the key aspects of the LinkedIn audience?

Members are incentivized to keep their profile accurate LinkedIn has the largest global community of professionals Members engage with LinkedIn in a professional context

Why do marketers make LinkedIn a part of their advertising strategy?

Right Environment Right Audience Right Engagement

What is a key tactic to understand how audiences engage with your ads?

Run multiple campaigns at a time to test different target audiences

LinkedIn Marketing Partners can help you..

Save time Keep your targeting lists updated Share your contact, company or customer lists with your Campaign Manager account

Companies that post 4 times per week

See a 2x lift in engagement with their content.

Targeting by 'AND' or 'OR' works with any audience attributes and matched audience.

True

LinkedIn Ads run based on what time zone?

UTC

Contact Targeting

Upload a CSV list of emails onto your marketing automation database with those who have not engaged in the last 18 months. You can also upload a list of your current customers to exclude them from your lead gen campaigns.

Conversion

Uploaded Lists Website Retargeting Retargeting by Engagement

Lookalike Audiences

Use Lookalike Audience targeting to create a mirror audience of your website visitors, individual contacts, or company lists. Lookalike Audiences find active members with similar profile attributes modeled from your uploaded lists. You can control the audience by segmenting using LinkedIn's professional targeting. It does not include the seed audience. Consider using it when: You have quality website data and are looking for more users that model that audience. You require tighter controls over the audience. For example, if you have a campaign with Lead Gen goals.

What are the two main ways to build a target audience on LinkedIn?

Use your own data such as contact lists, CRM data or website visitors to create an audience Use LinkedIn audience attributes

Number of ads recommended

We recommend creating 4 - 5 ads in your campaign to optimize for the best exposure and performance.

Conversion Metrics

Website conversions Lead generation forms Talent leads Job applicants

Consideration Metrics

Website visits Engagement with posts Video views

When would you use OR as a targeting logic?

When you want your audience to meet at least one of the selected attributes

Creative Manager

You can edit and add new creatives, and won't be able to create new campaigns.

REMINDER

You can upload up to 300,000 contacts and include data such as email, first name, last name or mobile IDs. Remember that lists take about 48 hours to process.

Billing Admin

You'll be able to change billing details, and will have the same access as an Account Manager to other features.

Viewer

You'll be able to view campaign data and reports, and will not be able to edit any ads or campaign details like targeting or daily budget.

Offline Conversions

allow advertisers to connect their first-party offline data to LinkedIn, including sales and leads that don't take place on their website. It helps measure the down-funnel effectiveness of their ad campaigns more accurately. This is important for businesses that depend on direct sales teams, rely heavily on live events and in-person sales, or want conversion tracking technology that's not dependent on cookies or website tracking.

Audience Insights

allow you to better understand the demographics of individuals visiting your website. To view your website audience insights, you need to have the LinkedIn Insight Tag installed on your website, then create a Matched Audience from your website audience data in Campaign Manager. The Matched Audience must have 300+ members, and to ensure it doesn't auto-archive, you need to use it in an active campaign within 30 days.

Forecasted Results feature within Campaign Manager

estimate audience count

When you want to target by seniority

target by years of experience

Our data shows that once Pages gain 150 followers

their opportunity for growth becomes exponential.

Video Ad Success

video is 5x more likely to start a conversation than any other format.

When you're targeting by job title

you cannot exclude job function or seniority.

Which of the following types of data is inferred on LinkedIn?

Age + Gender

Inferred Attributes

Age, gender, and profile location

Jonea, a freelance photographer, wants to promote her studio on LinkedIn. She decides to showcase her most popular photographs through a series of static pictures. Recommend a Sponsored Content ad format for her brand awareness campaign.

Carousel Ad

Five key steps to launch an ad campaign:

Choose your objective Select targeting criteria Select your format and add your creative Set budget and schedule Add your creative and launch!

Single Image Ad Success

Content with larger images tends to get up to 38% higher click-through rates (CTR)

Sponsored Messaging ad formats are broadly divided into two categories:

Conversation Ads & Message Ads

What capabilities can you access with the LinkedIn Insight Tag?

Conversion Tracking Website Retargeting Advanced Demographics

Lookalike Audiences

Create lookalike audiences to target people who model your ideal customer by uploading an email list, company list or website retargeting list.

The minimum spend for monthly invoicing is

$3,000 USD per month for 2 of the last 12 months

LinkedIn Ad Review Timing

24 Hours

Pages with complete information get

30% more weekly views

How many ads do we recommend you have in rotation?

4-5

What percent of Sponsored Content engagement comes from mobile devices?

80%

How many LinkedIn users are there?

900 million members in over 200 countries.

Conversation Ads

A Conversation Ad delivers an interactive, choose your own path experience by offering multiple Call to Actions (CTAs) in a single conversation thread.

Message Ads

A Message Ad delivers a targeted message in LinkedIn Messaging, featuring one Call to Action (CTA) button.

Document Ads

Allow advertisers to promote both gated and ungated documents directly in the LinkedIn feed. Members can easily read and download content from a Document Ad without having to leave the platform.

Cost cap bidding

Allows you to set a maximum cost per key result. Campaign manager uses the set cost per result as a benchmark when setting and adjusting bids for your campaign. Learn more about objective-based pricing.

When it comes to targeting on LinkedIn, there are two methods you can use:

Audience Attributes and Matched Audiences.

Audience Expansion

Audience Expansion is created from audience attributes targeting. It allows you to reach more people with similar professional characteristics. It always includes the seed audience, and you can control the expansion model by excluding criteria. Audience Expansion is checked by default when creating campaigns. Consider using when: You are looking to expand campaign reach You are looking to scale a campaign for awareness and consideration goal types

Contact Targeting best practices

Avoid hyper-targeting Leverage CSV template Check spelling Ensure relevance Divide your contacts Exclude existing customers Wait for lists to process Target the company

Recommended Audience Size

Between 30,000+ (niche) to 300,000+ (healthy size) members. We recommend starting with a broad, larger sized audience.

How can you increase your chances of winning an ad auction?

Bid at or above the recommended range Create ads that compel your audience to engage Use Maximum delivery (automated) to optimize based on your objective

What can you do with Contact Targeting?

Build a customized audience Deliver relevant content Drive more conversions

Which of the following gives you insight into who is viewing and engaging with your ads?

Campaign Demographics

What formats can be edited directly in Campaign Manager?

Direct Sponsored Content ads and text ads

What marketing objectives can you meet with LinkedIn Ads?

Drive awareness Increase consideration Drive conversions Increase brand engagement

Where are dynamic ads shown

Dynamic ads are shown on desktop only.

Demographic data is available for the following attributes:

Job Function Job Title Job Seniority Company Company Industry Company Size Location Country County

Awareness

Job Function + Seniority Skills or Job Titles Interest Targeting Lookalike Audiences

Consideration

Job Titles + Member Traits Uploaded Lists Website Retargeting Retargeting by Engagement

Matched Audiences

Our suite of targeting features that empowers you to reach an audience of members you already know by combining LinkedIn's powerful professional data with your own data. For example, you can upload a list of companies or contacts, target people who visited your website, or import third-party data from a LinkedIn Marketing Partner through easy-to-use integrations.

Brands that advertise on LinkedIn are

Perceived as professional, trusted, intelligent, and of higher quality than when advertised on a competitor's platform.

REMINDER

Remember that having the Insight Tag in place is a prerequisite to leverage website retargeting data. When tracking conversions, you'll need to ensure your conversion set-up allows for first-party cookies to be used.

Website Retargeting

Retarget people who have visited key pages (for example, pricing pages, product pages) to nurture them with additional engagement and content. Remember that you need to install the Insight Tag before you set up Website Retargeting.

Retarget with tailored content

Segment your website visitors based on the pages they visited on your site. Then tailor your in-feed ad content based on your visitors' interests and deliver content that is relevant to them. This allows you to guide prospects along their buying journey to ultimately drive sales and qualified leads. For example, retarget visitors to your product page with a case study of a client who saw success with that product​.

The performance metrics are:

Spent Key Results Cost Per Result Impressions Clicks Average CTR Average CPC Average CPM Conversions Cost Per Conversion Leads Cost Per Lead Event Registrations Click Registrations View Registrations Download clicks Viral Download Clicks

What type of Paid Media Admin would you assign if you wanted someone to run ads for your business?

Sponsored Content Poster

Three types of Paid media admins

Sponsored Content poster Lead Gen Forms manager Landing Pages manager

Which of the following column views are available in Campaign Manager?

Sponsored Messaging Video Conversions & Leads

Dynamic ad formats are broadly divided into three categories:

Spotlight, Follower, & Jobs

What type of Page Admin permission do you need to run either a sponsored or direct sponsored campaign on behalf of a company?

Super admin Content admin

Retargeting best practices

Tailor ad content based on what visitors viewed or what action they have taken. For example, remind prospects of a product or service they viewed on your site or saw on your Video Ad. Compare the performance — for instance, you can compare the number of people who visited your blog vs. a lead page to learn which types of content drive better results. Use a mix of ad formats that are tailored to where your potential customer may be in the purchase process. Avoid layering on additional targeting options.

Company Targeting

Target specific companies that your sales team is focused on with a personalized Sponsored Message from a company executive. Target a list of your customers when it's time for renewal.

What can you do with Website Retargeting?

Target visitors who left your website without purchasing Target visitors that engaged with a product on your website

Audience Attributes:

Target your audience by information either directly input or inferred from LinkedIn member profiles.

Which of the following ad formats appear as right rail ads in LinkedIn desktop feeds?

Text and Dynamic Ads

Recommended Audience Size

The minimum target audience size that our platform will allow is 300 members, but you should consider 50,000 as a minimum rule of thumb for success. That gives you enough information to find out who's engaging with your ads.

Campaign Manager

This is ideal if you're only focused on running campaigns. You won't be able to manage users.

AND & OR Targeting

To narrow and further refine your targeting criteria use "AND." To increase your audience to include members who meet one criterion or another use "OR".

Message Ads can be used for awareness, consideration, and conversion campaign objectives.

True