Microsoft Advertising Native & Display Certification Exam Answers

Microsoft Advertising Native & Display Certification Exam Answers

Build your knowledge and demonstrate your understanding of the native & display advertising ecosystem, including the Microsoft Audience Network and native & display best

 

 

Questions:

 

Which of the following audience segments can you target or exclude with the Audience Network Planner?

Select all that apply.

• Industry
• Age
• Job function
• Gender

 

Richard is creating a dynamic remarketing campaign on the Microsoft Audience Network and is setting the membership duration to 30 days for shopping cart abandoners. What is the minimum number of abandoners needed in this period for the remarketing to work?

Select one option.

• 100 users
• 300 users
• 200 users
• 1000 users

 

Which of the following are image requirements when creating an Audience Ad campaign?

Select all that apply.

• Animated GIFs must be supplied
• High resolution
• PNG file type
• Text must be embedded in the images you supply

 

Gabriella is using inline performance reports for her Microsoft Audience Network campaigns. Which of the following can Gabriella see inline?

Select all that apply.

• Demographics
• Customer IP address
• Customer Income
• Ad schedule

 

What is a difference between audience marketing and search marketing?

Select one option.

• Audience marketing tells Microsoft Advertising what kind of people you want to see your ads.

• With audience ads, you decide which keywords you want you ads to appear for.
• Search marketing uses a CPM (Cost per mille) model.

 

Microsoft Audience Network Video Ads can run up to how many seconds?

Select one option.

• 90 Seconds
• 20 Seconds
• 60 Seconds
• 120 Seconds

 

Microsoft Audience Network Campaign performance data can be viewed by day and hour in the ad schedule tab in the Microsoft Advertising UI.

Select whether the previous statement is true or false.

• True

• False

 

When advertising on the Microsoft Audience Network, you have the ability to exclude selected publisher partners where you ad appears.

Select whether the previous statement is true or false.

• True

• False

 

What is best practise when gathering your images for multi-channel success?

Select all that apply.

• Gather at least 3 different images

• Gathering your images early

• Choose relevant images to your ad and brand

• Gathering a single image

 

What does CPC stand for?

Select one option.

• Cost per completion
• Clicks per campaign
• Cost per click
• Cost per campaign

 

When using the audience network planner how does it describe the audience size?

Estimated overall figures: the estimated monthly audience (number of people, per month, in the audience you defined).

Select one option.

• The number of people, per year, in the audience you defined.
• The number of people, per month, in the audience you defined.
• The number of people, per week, in the audience you defined.
• The number of people, per day, in the audience you defined.

 

Which of the following are best practices for images for the Microsoft Audience Network?

Select all that apply.

• Rotate images every 3 weeks
• Use at least 3 different images
• Use your company logo
• Use lifestyle images

 

Which of the following are true for UET?

Select all that apply.

• You should add conversion goals to optimize the effectiveness of UET.
• UET stands for Universal Event Tracking.
• UET is not recommended when extending search campaigns to Audience Ads.
• You should add UET to all website pages.

 

The website administrator for 'Taylor's Hiking Equipment' is customizing their UET tag to pass parameters for Dynamic Remarketing on a new hiking boot ad. In what order should the following steps be taken to complete this task? 

Organize the options in the correct order.

• Collect the values for the product ID and page type parameters.

• Customize additional UET code to include product ID and page type parameter values.

• Paste customized UET code into all website pages.

• Validate with UET tag helper.

• Paste the basic JavaScript UET tag into all website pages.

 

Images are the only format of Display advertising.

Select whether the previous statement is true or false. 

• True
• False

 

You can take advantage of audience ads with the Microsoft Audience Network by importing native & display campaigns from Facebook.

Select whether the previous statement is true or false.

• True
• False

 

Martha is looking to optimize their search campaigns to achieve multi-channel success. What are steps Martha can take in order to achieve this goal?

Select all that apply. 

• Set up UET and conversion tracking.
• Add image extensions to their campaign and account levels. 
• Always select enhanced CPC bid strategy. 
• Ensure they do not target too granularly.

 

Adding image extensions is a key element in optimizing your campaigns for multi-channel success. What is the image size you need to get started?

Select one option. 

• 628 x 1200 pixels
• 1200 x 600 pixels
• 600 x 1200 pixels
• 1200 x 628 pixels

 

For reporting, which column should you add to see separate rows for search, content, and audience ad metrics?

Select one option. 

• Audience
• Ad distribution
• Network
• Ad customization

 

Who does Microsoft partner with to provide over 300 million free, commercially licensed images for use when creating audience ads?

Select one option.

• Contoso images.
• Shutterstock
• iStock
• Getty Images

 

With the Audience Planner you can view the makeup of the audience you defined, broker down by Interest (in-market audience).

Select whether the previous statement is true or false.

• True

• False

 

Video captions are a supported video asset in the Microsoft Advertising Audience Network.

Select whether the previous statement is true or false.

• True

• False

 

Adjusting bid strategies to your desired KPIs is a way of optimizing your campaigns for multi-channel success.

Select whether the previous statement is true or false.

• True

• False

 

You are advertising multiple new hair products your salon has begun to sell. Your goal is to boost the amount of traffic to your site to showcase these products. Which of the following bid models should you use to achieve this?

Select one option.

• CPV
• CPV
• CPM

 

===

 

When is a customer removed from a product searchers dynamic remarketing list?

• When a customer adds a product to a shopping cart.
• When a customer search for a product.
• When a customer purchases a product.
• When a customer views a product.

 

Which of the following are best practices for tagging your website to prepare for multi-channel management?

Select all that apply.

• Ensure conversion goals are in place and up to date
• Do not implement look back windows
• Implement UET
• Ensure the UET tag is implemented on all pages on your website

 

Miguel is currently running search and product ads with Microsoft Advertising and wants to understand the ways to take advantage of audience ads. Which of the following are ways in wich Miguel can do this?

Select all that apply.

• By creating audience ads campaigns from scratch.
• By using a shopping feed file as the basics for creating Audience Ads campaigns.
• By extending shopping campaigns to Audience Ads
• By extending search campaigns to Audience Ads with Multi-Channel Management

 

Mario is looking to collect audience data on his recent Video Ads campaign using the Audience Network Planner. Mario sees that there is no current data available even though the audience segment selected has been active for 2 weeks. What are the steps he should take to find data on the ad?

Select one option.

• Broaden his targeting to increase the audience size.
• Video ads are not permitted when using the Audience Network Planner. Mario must choose a different ad format.
• Wait 24 to 48 hours.

 

When creating a new campaign on the Microsoft Audience Network, in what order are the 4 steps completed?

Organize the options in the correct order.

• Campaign Settings
• Budget and Bids
• Ads
• Ad Groups, Audience and Targets

 

Which elements are mandatory when setting up your Microsoft Audience Network Ad?

Select all that apply.

• Business name
• Long headline
• URL
• Image or video

 

What is optional when setting your bid and budget when creating an audience ad campaign?

Select one option.

• Providing ad copy.
• Selecting ad schedule if wanting to show ads on certain days or times of day.
• Providing at least one image.
• Setting a default bid.

 

Why is display advertising efective?

Select all that apply.

• It builds brands awareness
• It drives conversions.
• You only ever pay when someone clicks on your ad.
• It is a text-only format.

 

At which levels can you add images to your search campaigns?

Select all that apply.

• Ad group level
• Keyword level
• Account level
• Campaign level

 

What are the benefits of extending your search campaigns to Audience Ads?

Select all that apply.

• Audience Ad bid modifier
• Enhanced signals
• Strong ROI
• Unified management.

 

Which of the following are image specifications for the Microsoft Audience Network?

Select all that apply.

• The maximum file size for an image is 5MB
• Images must conform to Microsoft Advertising policies
• Use high-resolution images only
• The maximum file size for an image is 5MB

 

Microsoft Audience Network Ads are based on an image or video. When using images, what is the minimum number needed to begin?

Select one option.

• 1 Image
• 10 Images
• 5 Image
• 2 Images

 

In order for a report file to display rows for Search, Content, and Audience Ads in your Microsoft Audience Network campaign, which column must be selected?

Select one option.

• Ad distribution column
• Impressions
• Account
• Ad destination

 

What is the number of data points Microsoft Advertising processes on a daily basis?

Select one option.

• 2 Million
• 20 Billion
• 2 Billion
• 20 Million

 

When creating an audience ads campaign you need to decide the keywords you want your ad to appear for.

• True
• False

 

Fernando is creating ad copy for his Microsoft Audience Network Ad for a new line of blazers he is marketing. What is the caracter limit for the long headline Fernando can write?

Select one option.

• 30 Characters
• 90 Characters
• 60 Characters

 

Customers who have seen a brand's ad on both the search and audience network visit the site 2.8x more than those who are only exposed to an ad on Bing.

• True
• False

 

If you are already advertising on Google or Facebook, you can import those campaigns into Microsoft advertising. Which of the following statements are true when importing accounts from these publishers?

Select all that apply.

• You can only import one Facebook ad account at a time.
• You can import multiple Google Ads at a time.
• You can only import one Google ad account at a time.
• You can import multiple Facebook ads accounts at a time.

 

URL tracking is only available in English speaking markets for the Microsoft Audience Network.

• True
• False

 

You need at least 2 images (wide/rectangle images, sized at 1200 x 628 pixels) to get started with Microsoft Audience Ads.

• True
• False

 

What are the standard dimensions of a leaderboard ad?

Select one option.

• 250x300
• 728x90
• 90x728
• 300x250

 

Which types of feed-based ads are supported in the Microsoft Audience Network?

Select all that apply.

• Shopping
• Autos
• Real estate
• Vacation rentals

 

Which of the following are benefits of using the Audience Network Planner?

Select all that apply.

• You will see the exact performance you will achieve in clicks, impressions, and CTR.
• You can control the size of your audience.
• You can choose which groups of people see your ads.
• You can research the combinations of audience segments before creating an audience campaign.

 

1. What are the standard dimensions of a mid-page unit or rectangle ad?
2. Which set of ad dimensions represent common standard interactive advertising bureau (IAB) ad specifications?
3. Contoso Furniture is creating online video ads. What is the typical file type for video ads that they should use?
4. Contoso Investments are bidding for individual display impressions in an action. This is an example of which sales model?
5. When is a customer removed from a dynamic remarketing list?
6. A publisher is a source of display advertising inventory.
7. When expanding search campaigns to the Microsoft Audience Network, ad copy will be generated using approved search text ads.
8. Which parameters are required in universal event tracking for dynamic remarketing in audience ads?
9. What are the recommended minimum image dimensions for Microsoft Audience Ads images?
10. Which statement best describes an ad impression?
11. Which of the following are components of ad unit specifications?
12. Which of the following are best practices when setting up your campaign?
13. Which of the following can you apply to your Microsoft Audience Network campaign?
14. The Microsoft Audience Network has a partnership with Shutterstock to make images available for advertisers that do or do not have their own assets to use for their ads.
15. The Contoso Daily News newspaper is selling display ads on its website using the direct or guaranteed method of selling display advertising. Which statements describe this selling model? Select all that apply.
16. How many types of dynamic remarketing lists are available to an advertiser?
17. Tailspin Toys are creating their first Microsoft Audience Network campaign. What is the minimum number of images they will need in order to do this?
18. A unique audience target on the Microsoft Audience Network is LinkedIn Profile Targeting. Select all available LinkedIn targets. Select all that apply.
19. In the programmatic method of selling display advertising, which statements describe pricing? Select all that apply.
20. When using the Facebook Import tool, you can import multiple campaigns at a time.
21. Where can you use the Facebook Import tool?
22. In dynamic remarketing, which of the following statements are true regarding past buyers lists? Select all that apply.
23. Contoso Furniture is running an online campaign with video ads and paying on a cCPV basis. What does “cCPV” stand for?
24. Frank is creating a shopping feed-based audience campaign for his online store, Frank’s Tools. After selecting ‘Create Campaign’ in the Microsoft Advertising User Interface, what should Frank select next?
25. Which signals are used to anchor relevancy for search campaigns expanded to the Microsoft Audience Network? Select all that apply.
26. What are common display advertising key performance indicators? Select all that apply
27. Which of the following are forms of display advertising? Select all that apply.
28. Microsoft Audience Network brand-safe sites include MSN, Outlook.com and Microsoft.com.
29. Mike wants to use filters in reports to be able to view the performance of Audience Ads in the campaign performance report. Which column is added to be able to view this?
30. What is the aspect ratio of an ad?
31. What content is disallowed in the Microsoft Audience Network creative acceptance policy but allowed in the Search policy? Select all that apply.
32. What are the ways in which you can add images to your ads that are extended to the Microsoft Audience Network through your search campaigns? Select all that apply.
33. Contoso Carpets have previously run search campaigns, but now want to get started with native ads. What actions should they take before getting started on a Microsoft Audience Network campaign? Select all that apply.
34. On the Microsoft Audience Network, which products do not require age targeting?
35. Tailspin Toys wants to use a CPA metric to measure the effectiveness of its display advertising campaigns. What does “CPA” stand for?
36. In which of the following places are display ads shown? Select all that apply.
37. Microsoft Audience Network Campaign performance data can be viewed by day and hour in the ad schedule tab in the Microsoft Advertising Ul.
38. Marco is interested in tracking when people who were shown an ad and didn’t click on it, but still went on to purchase at a later date. Using which feature in the Microsoft Audience Network can Marco track this?
39. Which of the following are display advertising metrics? Select all that apply.
40. Which of the following is a way to gather images for your Microsoft Audience Network campaign?
41. Contoso Insurance is running a Microsoft Audience Network campaign and wants to see how they’re performing across a variety of devices. For which devices can they pull this performance data? Select all that apply.
42. Why is display advertising effective? Select all that apply.
43. When extending a search campaign to the Microsoft Audience Network, what is the maximum audience ads negative bid adjustment?
44. In which pricing model does an advertiser pay for every thousand impressions?
45. With Microsoft Advertising, you can use dynamic remarketing for which of the following? Select all that apply.
46. Ayushi is creating a dynamic remarketing list for the Microsoft Audience Network. What is the membership duration range Ayushi can specify?
47. Contoso Cameras wants to run image based ads across the brand safe properties of the MSN website, the Microsoft Edge browser, and Outlook.com. Which ad solution from Microsoft Advertising should Contoso Cameras use?
48. Contoso Fitness Company’s new Microsoft Audience Network campaign has been running for a few weeks and they want to review its performance. What are the ways in which they can do this? Select all that apply.
49. Contoso Fresh Food is running a Microsoft Audience Network campaign. When you click on one of their ads, where are you redirected?
50. Online video ads are not classified as display advertising.
51. Which buying models are used in the Microsoft Audience Network? Select all that apply.
52. In the programmatic method of selling display advertising, how is pricing set?
53. You can obtain images for your Microsoft Audience Network campaigns using which resources? Select all that apply.
54. Nick is logged into the Microsoft Advertising User Interface and wants to import his campaigns from Facebook into the Microsoft Audience Network. What is the correct order in which these steps need to be taken to complete the import? Organize the options in the correct order.
55. Microsoft Audience Network offers a detailed publisher report showing every domain driving traffic to your campaigns.
56. Denise is running dynamic remarketing campaigns on the Microsoft Audience Network. She can also use this feature for her search campaigns.
57. A customer is searching for a new pair of running shoes. They add a pair of shoes to their cart but then leave the site. Which scenario occurs as a result of dynamic remarketing?
58. Which of the following statements are true of view through conversions? Select al that apply.
59. In the direct or guaranteed method of selling display advertising, how is pricing set?
60. Why is the Microsoft Audience Network brand safe? Select all that apply.
61. What does vCPM stand for?
62. What are the primary lengths, or durations, of video ads? Select all that apply.
63. Amanda is applying targeting to her Microsoft Audience Network campaign. Which types of bidding are available? Select al that apply.
64. Claudine wants to import campaigns from Facebook into the Microsoft Audience Network. Which targets can be imported using the Facebook Import tool? Select all that apply.
65. Monica wants to view the performance of her Microsoft Audience Network campaiqns. What are ways in which Monica can do this? Select al that apply.
66. Which of the following brand safe sites are included in the Microsoft Audience Network? Select all that apply.
67. Meredith is creating a Microsoft Audience Network campaign and is selecting images. Which of the following statements are Microsoft Audience Network image requirements that Meredith must adhere to? Select all that apply.
68. To get started with the Microsoft Audience Network, Contoso Snacks will need a minimum of 3 images: a 1200 x 628, a 300 x 250, and a 728 x 90.
69. Anica is using Dynamic Remarketing and wants to treat product viewers and cart abandoners differently. Anica can use different bid modifiers for each of these audiences.
70. Contoso Cars run search campaigns that they want to extend to the Microsoft Audience Network. They will need to create new campaigns to do this.
71. When creating your audience campaigns which the Microsoft Audience Network, it is best practice to use more than one image.
72. Which statement best describes native ads?
73. In display advertising, what does “M” on “mille” indicate?

 

Practise questions

 

Contoso commits to buying 20 million display ad impressions that are to be delivered between specific dates at a specific price. What pricing model is Contoso choosing?

Select one option

• Cost per click
• Cost per completed view
• Cost per action
• Flat fee

 

Emma is using a mobile device to search for a new pair of tennis shoes. If an advertiser is using Microsoft Audience Network Ads to promote their shoes, which ad copy format will Emma most likely see?

Select one option.

• Long headline with a description
• Short headline with a description
• Long headline without a description
• Short headline without a description

 

The Microsoft Network's AI can use a consumer's Linkedin data to help target relevant ads to them.

Select whether the statement is true or false.

• True

• False

 

Extending your search campaigns to Audience Ads can help you achieve which of the following?

Select all that apply.

• Serve your ads only on the search network.
• *Achieve your performance targets across channels.
• Tap into high-quality volume across Microsoft Advertising.
• Control where your ads serve with an audience ads bid modifier.

 

When are automated images used when optimizing your campaigns for multi-channel success?

Select one option.

• When an image is used from a Shopping campaign.
• When an image is gathered via stock photos.
• When more than 10 images are added to a campaign.
• If an images is not added to a campaign.

 

Microsoft Audience Network Ads are more engaging than display ads in which of the following ways?

Select all that apply.

• They appear with regular content
• They appear in ad units separate to the website's main content
• They appear in-feed
• They contain an image

 

Third Party Tracking via a 1x1 impression tracking pixel is available in all markets for Microsoft Audience Ads.

Select whether the statement is true or false.

• True

• False

 

What is the minimum number of images Microsoft recommends adding when creating a new audience ads campaign?

Select one option

• 1 Image
• 5 Images
• 10 Images
• 3 Images

 

When using your shopping feed to create audience ads you must add additional images.

Select whether the statement is true or false.

• True
• False

 

How is a person's company determined when using the Audience Network Planner?

Select one option.

• Facebook profile
• LinkedIn profile
• Location
• Search history

 

You cannot extend your search campaign to the Microsoft Audience Network.

Select whether the statement is true or false.

• True
• False

 

If using image ads in the Microsoft Audience Network, from where can you use an already existing image?

Select all that apply.

• Twitter ads
• Instagram ads
• Pinterest ads
• Facebook ads

 

Which of the following statements describe the programmatic method of selling display advertising?

Select all that apply.

• A set number of impressions is pre-sold.
• It takes place through an auction.
• It is sold automatically through a digital marketplace.
• Each impression can vary in price.

 

How is the makeup of your audience broken down in the Audience Network Planner?

Select all that apply.

• Location
• Income
• Device
• Demographics

 

Where can you access the Audience Network Planner in the Microsoft Advertising User interface?

Select one option.

• Tools > Planning
• Tools > Conversion Tracking
• Tools > Setup
• Tools > Bulk actions & apps

 

Which of the following is best practise when deciding your campaign name for your Audience Ad campaign?

Select one option.

• Include HTML
• Provide scripts
• Provide a unique name
• Use markup language

 

Nick is setting up Dynamic Remarking for this feed-based audience campaign. Who will Nick target if he selects 'Shopping cart abandoners'?

Select one option.

• Customers who put a product into their basket and hen buy it
• Customers who visit Nick's website
• Customers who view Nick's products
• Customers who put a product into their basket but do not buy

 

In the Microsoft Advertising User Interface, which tab should you select to access the Facebook Import tool?

Select one option.

• Tools tab
• Notifications tab
• Import tab
• Help tab

 

What is the lookback window on the utilization of keywords for search campaigns expanded to the Microsoft Audience Network?

Select one option.

• 7 days
• 15 days
• 30 days
• 60 days

 

Which statements correctly describe ad units?

Select all that apply.

• Every ad unit has the same set of dimensions and specifications.
• Ad units can only contain text ads.
• Ad units include banner, video, interactive placements and more.
• Ad units can have different specifications.

 

Which of the following correctly describes images that can be used on Microsoft Audience Network?

Select all that apply.

• Political or religious images
• Free of embedded text images
• Crude or inappropiate images
• High quality and high definition images

 

To amplify results on the Microsoft Audience Network via your search campaigns and have more control of your ads, you should include a minimum of how many images in the account?

Select one option.

• No image
• 1 image
• 2 images
• 5 images

 

Francois is going to use the Microsoft Audience Network planner to gather more information for his campaign. Which areas can Francois get insights into using the tool?

Select all that apply.

• Reach estimagion
• Budget and bid suggestion
• Audience composition

 

The Native Creative Acceptance Policy (NCAP) is designed to prohibit annoying ads.

Select whether the previous statement is ture or false.

• True
• False

 

What does an aspect ratio of 1:1 indicate?

Select one option.

• The ad is a 1 megabyte file.
• The ad has equal width and height.
• The ad measures 1 centimeter by 1 centimeter.
• The ad measures 1 pixel by 1 pixel.

 

Display advertising can include images only.

Select whether the previous statement is ture or false.

• True
• False

 

The Microsoft Audience Networks gives advertisers options for image, feed-based, and video campaigns.

Select whether the previous statement is ture or false.

• True
• False

 

How often can an advertiser choose to schedule a regular import using the Facebook Import tool?

Select all that apply.

• Daily
• Annually
• Monthly
• Weekly

 

For stock photos, which guidelines must you follow?

Select all that apply.

• Images must contain text.
• Images may not portray any person in an offensive manner.
• Images may not be used as a trademark, service mark, or logo.
• Images may not infringe on a third party's trademark or intellectual property.

 

Erica wants to add dynamic remarketing to a Microsoft Audience Network campaign. Which steps must Erica take before implementing dynamic remarketing?

Select all that apply.

• Create a search advertising campaign.
• Upload or import a catalog.
• Implement a universal event tracking tag.
• Create a Microsoft Merchant Center Store.

 

Contoso Phones is planning a digital marketing campaign and is buying display advertising on a CPM basis. In this instance, what does "CPM" mean?

Select one option.

• Clicks per month
• Cost for every million ad impressions
• Cost for every 1,000 ad impressions
• Clicks per mille

 

Contoso Shoes is creating a display ad for its new model of running shoe, the Contoso Create 10. Which best practices should it implement?

Select all that apply.

• En sure the Contoso Shoes brand is clearly identifiable in the ad.
• Include a call to action.
• Design an ad with flashing shoe graphics to attract attention and increase the likelihood a searcher will click on the ad.
• Make Contososhoes.com homepage the landing page when you click on the display ad.