Free Practice Questions for Adobe AD0-E555 Exam

In Marketo Smart Campaigns, triggers and filters work with an OR/AND relationship:

Triggers (Orange): Triggers watch for specific actions or changes in lead data. If any of the triggers you define are met, the lead becomes eligible for the Smart Campaign's actions. Triggers operate on an OR basis.

Filters (Green): Filters further refine the audience by applying additional criteria. The lead must meet the filter criteria AND have been activated by at least one trigger. Filters operate on an AND basis.

Example:

Smart Campaign:

Triggers:

Fills out Form A

Visits Pricing Page

Filters:

Job Title = "Director"

Country = "United States"

In this example, a lead will qualify for the Smart Campaign if they:

Fill out Form A OR Visit the Pricing Page AND Their job title is Director AND they are located in the United States.

To determine the winning version of an Email Program A/B Test, the marketing manager needs to compare the performance metrics of each variant based on the chosen winning criteria1.

The winning criteria can be one of the following: Open Rate, Click to Open, Clicks, or Unsubscribes1.

The Email Program A/B Test Dashboard shows the performance metrics of each variant in a graphical and numerical format2.

Based on the image uploaded by the user, the test type is Whole Email, which means that the entire email content and design are different for each variant1.

Assuming that the winning criteria is Click to Open, which measures the percentage of people who opened the email and clicked on a link3, the winning version is Variant C, as it has the highest Click to Open rate of 18.6%, compared to Variant A (14.8%) and Variant B (12.9%)2.

Variant C also has the highest number of clicks (434) and the lowest number of unsubscribes (28) among the three variants2.

Therefore, based on the Email Program A/B Test Dashboard, Variant C is the winning version. References: 1: Use “Whole Email” A/B Testing | Adobe Marketo Engage 2: Use the Email Program Dashboard - A/B Test View | Adobe Marketo Engage 3: Email Marketing Metrics: How to Measure and Report on Them

To optimize the email’s design to increase the email click rate, the marketer would use the whole email A/B test type.

A whole email A/B test allows the marketer to compare two completely different versions of an email, with different layouts, images, colors, fonts, and other design elements.

The marketer can create two variants of the email and send them to a random sample of the audience. The performance of each variant is measured by the click rate, which is the percentage of recipients who clicked on any link in the email.

The variant with the higher click rate is the winner and can be sent to the rest of the audience or used as a template for future emails.

A whole email A/B test is useful for testing major changes in the email design that could have a significant impact on the click rate. It can also help the marketer discover the optimal combination of design elements that appeal to the audience and drive engagement. References:

Use “Whole Email” A/B Testing

Optimize clickable elements with A/B testing email

Email Marketing A/B Testing: A Step-By-Step Guide [2024]

A Snippet is a type of asset in Adobe Marketo Engage that allows you to create dynamic content blocks that can be reused across multiple assets1.

Snippets can be used in two types of assets: emails and landing pages1.

To use a Snippet in an email or a landing page, you need to drag and drop the Snippet element from the Elements tab to the desired location in the editor2.

You can then select the Snippet you want to use from the drop-down menu in the Properties tab2.

Snippets can be customized based on segmentation rules, so that different versions of the Snippet are displayed to different audiences3.

Snippets cannot be used in forms or reports, as they are not supported by those types of assets.

References: 1: Create a Snippet 2: [Add Content to a Snippet] 3: [Use Segmentation and Dynamic Content in Snippets] : [Asset Types in Adobe Marketo Engage] : https://experienceleague.adobe.com/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/snippets/create-a-snippet.html?lang=en : https://experienceleague.adobe.com/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/snippets/add-content-to-a-snippet.html?lang=en : https://experienceleague.adobe.com/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/snippets/use-segmentation-and-dynamic-content-in-snippets.html?lang=en : https://experienceleague.adobe.com/docs/marketo/using/product-docs/asset-management/asset-types-in-adobe-marketo-engage.html?lang=en

 Communication limits are a feature in Marketo that prevent you from over-emailing your leads by setting a maximum number of emails they can receive per day or per week. Communication limits automatically apply to all email and engagement programs, which are two types of programs that send emails to your leads. Email programs are used to send one-time or recurring emails, while engagement programs are used to send a series of emails over time based on a predefined schedule and logic. You can enable or disable communication limits for each email or engagement program by checking or unchecking the box that says “If a person has reached communication limits, block non-operational emails”. Operational emails are emails that are marked ascritical or transactional and should always be sent regardless of communication limits, unsubscribes, or marketing suspensions. Communication limits do not apply to other types of programs, such as default, event, or webinar programs, unless you use smart campaigns within those programs to send emails. Smart campaigns are a way to define the logic and actions for your marketing activities, such as sending emails, updating lead data, adding leads to lists, etc. You can enable or disable communication limits for each smart campaign by checking or unchecking the same box as above. You can also set the default behavior for smart campaigns in the Admin area, under Communication Limits. References:

Enable Communication Limits

More Than You Ever Want To Know About Communication Limits

Email Programs

Engagement Programs

Operational Emails

Smart Campaigns

Maintaining Integrity (A):Cloning directly from the original asset helps ensure that all settings and configurations are copied accurately. This minimizes the risk of introducing errors or corruption during manual recreation.

Customization is Key (C):While the core structure of the cloned program is replicated, certain elements need updating for clarity and accurate reporting:

Custom Tags: Tags help categorize and organize your programs. Adjust them to reflect the purpose of the cloned program.

Period Costs: Ensure period costs are entered for the correct time period of the cloned program to maintain accurate budgeting and ROI tracking.

Name: Use a descriptive and unique name to differentiate the cloned program from the original.

 When cloning in Adobe Marketo Engage, it’s important to follow certain best practices to ensure the integrity of your assets and programs12.

Clone from the original asset to avoid corruption in assets1: Cloning from the original asset helps to maintain the integrity of the asset and avoid any potential corruption that might occur if you were to clone from a copy1. This ensures that your cloned asset is an exact replica of the original, which can be particularly useful if you want to use the same asset in multiple programs1.

Update custom tags, period costs, and name of the cloned program1: After cloning a program, it’s important to update the custom tags, period costs, and name of the cloned program1. This helps to keep your programs organized and allows you to track the performance of each program individually1. Note that period costs will not transfer over, so be sure to add that to your cloned program if you had one set in the original1.

While updating token names for the cloned program (option D) can be a good practice in some cases, it’s not generally considered a best practice when cloning in Adobe Marketo Engage1

The file size limit for images and files uploaded to the Design Studio of Adobe Marketo Engage is 100MB.

The Design Studio is a feature of Adobe Marketo Engage that allows marketers to create and manage landing pages, forms, emails, and other assets.

To upload an image or file to the Design Studio, the marketer can go to the Design Studio area, select Images and Files, click the Image and file actions drop-down and select Upload image or file, and then drag and drop the desired image/file or browse the computer for it.

The maximum size per file is 100MB, as stated in the note that appears when uploading an image or file. This limit applies to all file types, including images, PDFs, videos, etc.

The file size limit is set to ensure optimal performance and security of the Adobe Marketo Engage platform. If the marketer needs to upload a larger file, they can use a third-party service and link to it from the Design Studio asset. References:

Add Images and Files to Marketo

Adobe Marketo Engage | Product description

A landing page is a web page that you create and host in Marketo Engage that allows you to capture information from visitors, such as their name, email address, or company name1.

A landing page URL is the web address that visitors use to access your landing page. By default, Marketo Engage generates a landing page URL based on the name of your landing page and the domain of your Marketo Engage instance2.

However, you can modify the landing page URL to make it more SEO friendly, descriptive, or consistent with your branding2.

To modify the landing page URL, you need to follow these steps23:

Go to Marketing Activities and select your program that contains the landing page you want to modify.

Select the landing page and click Landing Page Actions.

Click URL Tools and then click Edit URL Settings.

In the Edit URL Settings dialog box, you can change the following options:

Page Name: This is the part of the URL that comes after the domain name and the slash. You can enter any alphanumeric characters, hyphens, or underscores. Avoid using spaces or special characters.

Domain Name: This is the part of the URL that identifies your Marketo Engage instance. You can choose from the available domains that you have configured in your Admin settings. If you have a custom domain, you can also use it here.

SSL: This is the option to enable or disable secure HTTPS protocol for your landing page. If you enable SSL, your landing page URL will start with https:// instead of http://. This can improve the security and trustworthiness of your landing page. However, you need to have a valid SSL certificate for your domain to use this option.

Click Save to apply your changes to the landing page URL.

References: 1: Landing Pages | Adobe Marketo Engage 2: Edit Landing Page URL Settings | Adobe Marketo Engage 3: 7 Tips for Creating Landing Pages in Marketo - Sponge : Landing Pages | Adobe Marketo Engage : Edit Landing Page URL Settings | Adobe Marketo Engage : [7 Tips for Creating Landing

To send an email using an Email Program in Marketo, you need to follow these steps:

Create an Email Program by selecting the Email Program type and the Email Send channel. You can use a Master Program Template (MPT) to save time and maintain consistency12

Create or select an email asset that you want to send. You can use an existing email template or create a new one. You can also personalize your email using tokens, dynamic content, and snippets3

Approve the email asset by clicking the green checkmark icon next to the email name. This will make the email available for use in the Email Program3

Go to the Audience tab of the Email Program and select the recipients of your email. You can use smart lists, static lists, or segments to define your audience. You can also exclude people from receiving your email by using suppression lists.

Go to the Schedule tab of the Email Program and choose the date and time when you want to send your email. You can also enable Head Start, which will pre-process your email up to 12 hours before the scheduled send time, to improve the deliverability and performance of your email. However, Head Start is not a mandatory step for sending an email.

If you want to test different versions of your email to see which one performs better, you can set up an A/B test in the Email Program. You can test different aspects of your email, such as subject line, sender name, content, or delivery time. You can also choose the winner criteria, the test duration, and the test sample size. However, A/B testing is not a mandatory step for sending an email.

Approve the Email Program by clicking the green checkmark icon next to the program name. This will activate the Email Program and send your email according to your schedule and settings.

References: 1: Create an Email Program | Adobe Marketo Engage 2: Marketo Success Series: Email Programs - Marketing Nation 3: Send an Email | Adobe Marketo Engage : Choose Recipients for an Email Program | Adobe Marketo Engage : Schedule an Email Program | Adobe Marketo Engage : Create an A/B Test in an Email Program | Adobe Marketo Engage : Approve an Email Program | Adobe Marketo Engage