DES Digital Marketing Campaigns for Events 3

Question 1

Which social media advertising objective should an event marketer select when the primary goal is to drive registrations on an external website?

Accepted Answer

Conversions

Answer

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?

Accepted Answer

3-5 impressions per week per user

Answer

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?

Accepted Answer

A list of past event registrants or attendees who converted

Answer

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?

Accepted Answer

Plain text emails with a countdown timer and scarcity messaging

Answer

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?

Accepted Answer

The total marketing spend divided by the number of confirmed attendees

Answer

Cost per attendee is calculated by dividing total marketing expenditure by the number of actual attendees, providing a key ROI benchmark for the campaign.

(DES) Digital Event Strategist Certification Practice Test

(DES) Digital Event Strategist Certification Practice Test

DES Digital Marketing Campaigns for Events 3