DES Digital Marketing Campaigns for Events 3 — Questions and Answers
Question 1: Which social media advertising objective should an event marketer select when the primary goal is to drive registrations on an external website?
- Brand awareness
- Video views
- Conversions (Correct answer)
- Reach
Correct answer: Conversions
The Conversions objective optimizes ad delivery toward users most likely to complete a defined action, such as registering on an external event page.
Question 2: What is the recommended frequency cap for event-related display ads to avoid audience fatigue in a 4-week campaign?
- 1 impression per day per user
- 3-5 impressions per week per user (Correct answer)
- 20+ impressions per day per user
- No frequency cap needed for event ads
Correct answer: 3-5 impressions per week per user
Industry best practice suggests 3-5 impressions per week balances brand recall with avoiding the negative sentiment caused by overexposure.
Question 3: An event marketer is building a lookalike audience for Facebook ads. What is the ideal source audience to use?
- All website visitors from the past 180 days
- A list of past event registrants or attendees who converted (Correct answer)
- All Facebook users in the target geography
- Users who liked the event Facebook page
Correct answer: A list of past event registrants or attendees who converted
Past converters (registrants/attendees) represent the highest-value source audience because lookalike modeling replicates users most likely to also convert.
Question 4: Which content format performs best for driving early-bird event registrations in an email sequence?
- Plain text emails with a countdown timer and scarcity messaging (Correct answer)
- Long-form HTML newsletters with 10+ event session descriptions
- Emails with no call-to-action to avoid appearing salesy
- PDF attachments with the full event agenda
Correct answer: Plain text emails with a countdown timer and scarcity messaging
Scarcity and urgency signals (countdown timers, limited early-bird pricing) in clean, direct emails consistently drive higher early registration conversion rates.
Question 5: What does 'cost per attendee' (CPA) measure in an event digital marketing campaign?
- The total revenue divided by the number of sponsors
- The total marketing spend divided by the number of confirmed attendees (Correct answer)
- The average ticket price charged to attendees
- The cost of on-site technology per attendee
Correct answer: The total marketing spend divided by the number of confirmed attendees
Cost per attendee is calculated by dividing total marketing expenditure by the number of actual attendees, providing a key ROI benchmark for the campaign.
Question 6: A DES practitioner is creating a Google Search campaign for an upcoming trade show. Which match type is most appropriate for high-intent keywords like 'register for [Industry] conference 2026'?
- Broad match to maximize reach
- Phrase match to capture relevant variations while maintaining intent (Correct answer)
- Exact match only with no other match types
- Negative match to exclude competitors
Correct answer: Phrase match to capture relevant variations while maintaining intent
Phrase match captures the core intent of the query while allowing natural language variations, balancing reach and relevance for high-intent searches.
Question 7: Which post-event digital marketing action most effectively drives registration for the next year's event?
- Immediately deleting all event social media content
- Sending a thank-you email with an early-bird discount for the next event within 48 hours of event close (Correct answer)
- Waiting 6 months before any marketing communications
- Posting only a single recap blog post
Correct answer: Sending a thank-you email with an early-bird discount for the next event within 48 hours of event close
Attendee satisfaction is highest immediately after a successful event; a timely thank-you with early-bird incentive capitalizes on peak engagement and loyalty.
DES Digital Marketing Campaigns for Events 3
Which social media advertising objective should an event marketer select when the primary goal is to drive registrations on an external website?