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Microsoft Advertising Search Certification Exam Answers

Microsoft Advertising Search Certification Exam Answers

Microsoft Advertising Search Certification Exam Answers

Build your knowledge and demonstrate your understanding of search advertising, including the Microsoft Advertising platform, solutions, and search best practices. Complete the 50-question exam to earn your Microsoft Advertising Search Certification.

  • Questions: 50 questions
  • Time limit: You have unlimited time
  • Pass rate: 80% or higher to pass
  • Retake period: If you don’t pass the assessment, you can take it again
  • Validity Period: 12 Months

Exam URL: https://learninglab.about.ads.microsoft.com/course-catalog/search-advertising-learning-path/

Microsoft Search Advertising Certification Exam Answers score

 

 

Questions:

  1. A click on an ad extension incurs an additional charge to a normal click. Select whether the previous statement is true or false.
  2. Ad group settings must inherit settings from the campaign level. Select whether the previous statement is true or false.
  3. An ad extension, if present, will always serve. Select whether the previous statement is true or false.
  4. An ad title can contain three parts, each up to 30 characters long. Select whether the previous statement is true or false.
  5. An event goal conversion can be best defined as which of the following? Select one option.
  6. Arlo has applied targeting at both the campaign level and ad group level to his campaign. Which level will take priority?Select one option.
  7. Ashley’s Autos has placed a Universal Event Tracking (UET) tag on each of the pages on its website. Which of the following features needs this tag to function? Select all that apply.
  8. At what level is auto-tagging with Microsoft Click ID enabled when creating a new Universal Event Tracking (UET) conversion goal? Select one option.
  9. Broad match keywords have the most potential for high impressions. Select whether the previous statement is true or false.
  10. Cathleen wants to check that her Universal Event Tracking (UET) tag is functioning correctly on the website, ‘Cathleen’s Musical Instruments’. Which of the following options would enable Cathleen to do this? Select all that apply.
  11. Celine is a camera retailer who wants to create engaging ads with images of what products are sold from the catalog. What ad type should Celine use? Select one option.
  12. Cesar’s online Jewelry Store is choosing an automated bidding strategy. Without constantly managing their bids, they want to specify the percentage of times their ad is displayed compared to their competitors in a given position on the search engine results page. Which bid strategy should they choose? Select one option.
  13. Complete the following sentence by selecting two correct answers: With Microsoft Advertising, you can use Dynamic Remarketing… Select two options.
  14. Contoso Bikes wants to ensure that if one campaign is attracting a lot of traffic on a given day, it CAN take budget from other campaigns. Which budget type should they select? Select one option.
  15. Contoso Clothing is new to Microsoft Advertising and wants to track how many people buy a shirt online after clicking on their ad. What feature must they implement? Select one option.
  16. Contoso Coffee chain of coffee shops is eager to ensure they bid on the brand keyword ‘Contoso Coffee’. Why? Select one option.
  17. Contoso Foods wants to track each time a searcher who has clicked on their ad watches a video on their site as a conversion. Which Microsoft Advertising feature do they need to implement? Select one option.
  18. Contoso Holidays wants their ad to display for the keyword ‘Flights to New York’ only when a customer’s search query matches their keyword precisely- including some close variants- with no extra words. Which keyword match option should they select? Select one option.
  19. Contoso Hotels wants to ensure that excessive spend on one campaign does not take budget from other campaigns. Which budget type should they select? Select one option.
  20. Contoso Pet Supplies wants their ad for the keyword ‘Cat Snaxxx’ triggered when a user searches either of the individual words in any order, or words related to Cat or Snaxxx. Which match option should they choose? Select one option.
  21. Contoso Vacations sells experiences in Mexico. Which of the following targeting opportunities are available to them with Microsoft Advertising? Select all that apply.
  22. Dynamic Search Ads automatically target relevant search queries based on the content of your keyword list, and are dynamically created to respond to these keywords. Select whether the previous statement is true or false.
  23. Dynamic Search Ads automatically target relevant search queries based on the content of your website, and are dynamically created to respond to these search queries. Select whether the previous statement is true or false.
  24. Exact match can also match to search queries that are minor variations of the keyword, or ‘close variants’. Select whether the previous statement is true or false.
  25. For enhanced cost per click, which of the following is true about Universal Event Tracking (UET) with a conversion goal? Select one option.
  26. Franz sells a wide variety of apparel. Franz’s goal is to dynamically insert data into text ads from a feed depending on certain circumstances. What ad type should Franz use? Select one option.
  27. Gail’s Gifts is choosing an automated bidding strategy. They want to have confidence that their bids are driving as much traffic to their website as possible while staying within their budget. Which bid strategy should they choose? Select one option.
  28. Hitesh wants to see the number of impressions for each headline and description combination for his Responsive Search Ad (RSA). What type of report should Hitesh run? Select one option.
  29. How do you calculate average cost-per click? Select one option.
  30. How is a click-through rate defined? Select one option.
  31. How is a conversion rate defined? Select one option.
  32. How many types of Dynamic Remarketing lists are available to an advertiser? Select one option.
  33. In general, the higher up on the Search Engine Results Page (SERP) your ad is the less likely it will be to clicked. Select whether the previous statement is true or false.
  34. Jack wants to provide a variety of headlines and descriptions so Microsoft Artificial Intelligence can automatically select the best combination. What ad type should Jack create? Select one option.
  35. Jane knows that her campaigns will be more efficient if she improves her quality score. How can Jane do this? Select all that apply.
  36. Kari’s Clothes online store has a remarketing list of site visitors applied to a campaign. For this campaign, they only want their ads to appear to customers on the remarketing list. Which targeting option should they choose? Select one option.
  37. Kat’s Clothes online store has a remarketing list of site visitors applied to a campaign. They want their ads to appear to all potential customers, but apply a positive bid adjustment for customers on the remarketing list. Which targeting option should they choose? Select one option.
  38. Lilly currently has a standard Universal Event Tracking (UET) tag implemented, but wants to start using dynamic remarketing on the campaigns. What 2 additional parameters required in UET will Lilly need to add? Select all that apply.
  39. Louis running a search campaign for a major retailer and wants to remarket to previous site visitors. When doing this, Louis can target site visitors or cart abandoners, but not people who have actually made a purchase. Select whether the previous statement is true or false.
  40. Maria has noticed that her ads are not appearing as high on the search engine results page as they used to. Which of the following could Maria do to improve her ads’ position? Select all that apply.
  41. Maria-Jose wants to run a report to see impressions, impression percentage, and impression percentage lost to budget and lost to bid. Which report should Maria-Jose run? Select one option.
  42. Microsoft Advertising allows you to import a keyword list from Google. Select whether the previous statement is true or false.
  43. Microsoft Advertising Editor allows you to work and make changes online only. Select whether the previous statement is true or false.
  44. Microsoft Advertising saves your Google Ads sign-in information for easier access with other Google Imports. Select whether the previous statement is true or false.
  45. Nick’s Shirts and Ties wants to track a conversion each time someone makes a purchase on their website using a destination URL conversion goal. Which page should they specify as the destination URL to track this type of conversion? Select one option.
  46. Norman’s Hardware wants to remarket to people who have visited Normanshardware.com. They have already implemented the Universal Event Tracking (UET) tag on the site and created a remarketing list. At what point will Microsoft Advertising add a site visitor to their remarketing list? Select all that apply.
  47. Phuong wants to see details of which queries have been triggering the ads in a campaign that has been running for a few weeks. Which report should Phuong run? Select one option.
  48. Report templates can be saved and scheduled to run automatically. Select whether the previous statement is true or false.
  49. Reporting is offered on the syndicated search partner domains where your ads have served. Select whether the previous statement is true or false.
  50. Responsive Search Ads can be imported from your Google Ads campaign. Select whether the previous statement is true or false.
  51. Sarbjit wants to research keywords, compare impression share, and customize bids. Which Microsoft Advertising tool should Sarbjit use? Select one option.
  52. Saskia is running a search campaign for a major retailer and is writing ad copy. With remarketing, Saskia has the ability to show previous website visitors different ad copy to other people. Select whether the previous statement is true or false.
  53. Shani’s Shoes is an online store where customers can buy running shoes. A number of customers are adding shoes to their cart, but then leave the site. Which of the following is a characteristic of Dynamic Marketing which Shani’s Shoes can take advantage of? Select one option.
  54. Susana has recently implemented Responsive Search Ads (RSAs) on search campaigns. To best understand the full impact of her RSAs, how soon after implementation should Susana measure their performance? Select one option.
  55. Tailspin Fences and Gates Inc. does not want its ad to display when a customer searches for ‘Bill Gates’. To avoid displaying an ad when a customer searches for ‘Bill Gates’, which Microsoft Advertising option should they select? Select one option.
  56. There are two ad distribution settings in the Microsoft Advertising network. Which setting does Microsoft Advertising recommend? Select one option.
  57. To pay with monthly invoicing, you will need to have a live insertion order set up. Select whether the previous statement is true or false.
  58. What are impressions? Select one option.
  59. What are some benefits of using remarketing in your paid search campaign? Select all that apply.
  60. What are some reasons why you would use page feeds for dynamic search ads? Select all that apply.
  61. What are the benefits of using in-market audiences? Select all that apply.
  62. What are the ways in which you can target your ads? Select all that apply.
  63. What are the words or phrases a user types into a search box referred to as? Select one option.
  64. What do past buyers lists do in a dynamic remarketing campaign? Select all that apply.
  65. What does a Callout ad extension provide? Select one option.
  66. What does SERP stand for? Select one option.
  67. What is the maximum number of ad descriptions an advertiser can provide for their Responsive Search Ads? Select one option.
  68. What is the maximum number of headlines an advertiser can provide for their Responsive Search Ads? Select one option.
  69. What level or levels can ad targets be set? Select all that apply.
  70. What should you know before importing a file in Microsoft Advertising Editor? Select all that apply.
  71. When is a customer removed from the Dynamic Remarketing list? Select one option.
  72. When using Google Import, which of the following may be modified automatically as part of the import process? Select all that apply.
  73. When will changes made in Microsoft Advertising Editor be reflected in your Microsoft Advertising account? Select one option.
  74. Which column is required as mandatory when uploading your Dynamic Search Ads page feed? Select one option.
  75. Which domains are included in the “Microsoft sites and select partner traffic” ad distribution setting? Select all that apply.
  76. Which of the following are Microsoft Advertising budgeting options? Select all that apply.
  77. Which of the following are the three stages of Microsoft Advertising search partner optimization? Select all that apply.
  78. Which of the following is not considered in calculating quality score? Select one option.
  79. Which of the following is true about Universal Event Tracking (UET)? Select all that apply.
  80. Which of the following payment methods are allowed if using a post-pay threshold? Select all that apply.
  81. Which of the following will not import using the Google Import tool? Select one option.
  82. Why is it important to group relevant keywords together in an ad group? Select one option.
  83. Willow Sporting Goods are concerned that a lot of their ads are being blocked from showing. They believe this is due to keywords that have been set up to prevent ads from being triggered by a certain word or phrase. Which report should they run? Select one option.
  84. With conversion tracking, the only thing possible to track is when a customer actually purchases a product. Select whether the previous statement is true or false.
  85. Yandi’s online Bike Store is choosing an automated bidding strategy. They want to get as much conversion value and revenue as possible for given return on ad spend objective. Which bid strategy should they choose? Select one option.
  86. Yani is creating a search campaign and is choosing an automated bid strategy. The aim is to ensure an average spend to get a customer to take action on their website over 30 days is less than $10. Which bid strategy should Yani choose? Select one option.
  87. You can use the Google Import feature to import an in-market audience to your campaign. Select whether the previous statement is true or false.
  88. A bid is the maximum amount an advertiser is willing to pay for a click.
  89. Anna notices one device type performing poorly. What is the maximum negative bid adjustment Anna can use for a device?
  90. Campaigns are the lowest level in the account structure hierarchy.
  91. Cathleen wants to check that three Universal Event Tracking (UET) tag is functioning correctly on the website, ‘Cathleen’s Musical Instruments’. Which of the following options would enable Cathleen to do this?
  92. Contoso Desserts is new to Microsoft Advertising and wants to implement conversion tracking. What is the first step?
  93. Contoso Shoes’ campaign reached its budget limit for the day, so it has been automatically paused. What could Contoso Shoes do to make its ads go live again?
  94. Contoso Ski House wants its keyword ‘winter vacations’ to match to queries such as ‘winter vacations discount’ but not ‘Hawaii vacations’. Which keyword match option should it select?
  95. Each sponsored search ad that a user sees is called a(n):
  96. Emily is creating a campaign for a large insurance company’s auto insurance and is choosing an automated bid strategy. The aim is to use Microsoft Advertising’s data-driven bidding to get as many online purchases as possible. Which bid strategy should Emily choose?
  97. Gaby is marketing luxury vacations and notices ads are being triggered by queries for ‘cheap vacations’. What should Gaby do to prevent this?
  98. Gregory wants to set up billing information in a new account. Gregory can use Google Import to copy this over from his Google Ads account.
  99. Helena wants to compare the performance of ads running on owned and operated sites to ads running on the Microsoft Search Partner Network. In which of the following ways can Helena do this?
  100. Hitesh is running a search campaign for a major retailer and wants to remarket to previous site visitors. When doing this, Hitesh can target site visitors or cart abandoners, but not people who have actually made a purchase.
  101. How many sales an advertiser is getting per number of clicks is known as:
  102. How many Universal Event Tracking (UET) tags are needed per advertiser website?
  103. Javier is interested in the performance of individual sites on the Microsoft Search Partner Network for his campaigns. What level of transparency can Javier get with Microsoft Advertising reporting?
  104. Leo’s online store wants to set up remarketing for its search campaigns. In what order should steps be taken to achieve this?
  105. Paid search follows a Pay Per Click, or PPC, advertising model. Using this system, an advertiser only pays when a consumer clicks on their delivered ad.
  106. Ravleen wants to run a report to see financial documents, including invoices and credit memos. Which report should Ravleen run?
  107. The ‘Target and Bid’ audience target setting does not narrow your ad’s audience.
  108. The Microsoft Search Partner Network is comprised of partner-managed properties powered by Bing. They have their own brands, but search results and ads are served by Bing.
  109. The words or phrases a user types into a search box are often referred to as:
  110. Unless you choose to opt-in, your campaign will be automatically opted-out of Microsoft Search Partner traffic.
  111. What an advertiser defines as a sale – could be a sign up or a purchase is known as:
  112. What are the ways in which you can import your Google Ads search campaign data?
  113. What can a Sitelink ad extension provide?
  114. What do web crawlers do?
  115. What does CTR stand for?
  116. What does PPC stand for?
  117. What does the term SERP stand for?
  118. What is an EXTA?
  119. What is it called when a user clicks through to an advertiser’s website from a sponsored search listing?
  120. What is the correct order of hierarchy in the Microsoft Advertising account structure?
  121. What is the membership duration range an advertiser can specify when creating a Dynamic Remarketing list?
  122. When you are testing your Responsive Search Ad (RSA), which of the following is recommended?
  123. Which levels can you apply website exclusions for the Microsoft Search Partner Network?
  124. Which of the following is the default bid strategy when creating a new campaign?
  125. Which of the following is true about Microsoft Advertising Editor?

 

 

 

 

 

There are two ad distribution settings in the Microsoft Advertising network. Which setting does Microsoft Advertising recommend?

By

There are two ad distribution settings in the Microsoft Advertising network. Which setting does Microsoft Advertising recommend?

 

  • Microsoft sites and select partner traffic

 

  • The entire Microsoft network

 

Explanation: The correct answer is The entire Microsoft network. Microsoft Advertising recommends this setting because it allows advertisers to reach a broader audience across all available platforms and channels within the Microsoft Advertising network. By opting for the entire Microsoft network, advertisers can extend their reach beyond just Microsoft-owned sites to include a wide range of partner sites and platforms where their target audience may be present. This broader distribution increases the visibility and exposure of ads, potentially leading to higher click-through rates, conversions, and overall campaign success. Additionally, leveraging the entire Microsoft network maximizes the opportunities for advertisers to connect with potential customers at various touchpoints throughout their online journey, ultimately driving better results for their advertising campaigns. Therefore, selecting the entire Microsoft network aligns with Microsoft Advertising’s recommendation to help advertisers maximize their reach and impact across the digital landscape.

Reporting is offered on the syndicated search partner domains where your ads have served.

By

Reporting is offered on the syndicated search partner domains where your ads have served.

 

  • True

 

  • False

 

Explanation: The statement ‘Reporting is offered on the syndicated search partner domains where your ads have served’ is True. In Microsoft Search Advertising, advertisers have access to reporting that provides insights into the performance of their ads across syndicated search partner domains where their ads have been displayed. Syndicated search partners are third-party websites and search engines that have partnered with Microsoft to display Bing Ads alongside their own search results. By leveraging syndicated search partner networks, advertisers can extend the reach of their ads beyond the Bing search engine, increasing visibility and potential engagement with their target audience. To assess the effectiveness of their advertising campaigns, advertisers can access reporting metrics such as impressions, clicks, click-through rate (CTR), conversions, and other key performance indicators (KPIs) specific to syndicated search partner domains. This reporting functionality enables advertisers to analyze the impact of their ads across various distribution channels and optimize their advertising strategies to maximize ROI and achieve their campaign objectives. Therefore, the statement is true as reporting is indeed offered on the syndicated search partner domains where advertisers’ ads have served in Microsoft Search Advertising.

Which of the following are the three stages of Microsoft Advertising search partner optimization?

By

Which of the following are the three stages of Microsoft Advertising search partner optimization?

  • Run the publisher report and exclude process weekly for four-to-six weeks.
  • Access the publisher report to identify and exclude domains with poor performance on the desired KPI.
  • Define the KPI you want.

 

Explanation: The selected answers, ‘Define the KPI you want,’ ‘Access the publisher report to identify and exclude domains with poor performance on the desired KPI,’ and ‘Run the publisher report and exclude process weekly for four-to-six weeks,’ are all correct. These represent the three stages of Microsoft Advertising search partner optimization. Firstly, defining the Key Performance Indicator (KPI) sets a clear goal for the optimization process, such as improving click-through rate (CTR) or reducing cost per acquisition (CPA). Secondly, accessing the publisher report allows advertisers to identify specific partner domains that may be underperforming based on the defined KPI. This step involves analyzing data to pinpoint which partner domains are contributing to poor performance metrics. Finally, running the publisher report and exclusion process weekly for four-to-six weeks enables advertisers to continually monitor and refine their optimization efforts. By regularly reviewing performance data and excluding underperforming partner domains, advertisers can gradually improve the overall effectiveness of their search partner campaigns, ultimately maximizing their return on investment (ROI) and achieving their advertising objectives.

Which domains are included in the “Microsoft sites and select partner traffic” ad distribution setting?

By

Which domains are included in the “Microsoft sites and select partner traffic” ad distribution setting?

  • Outlook.com
  • Facebook.com
  • Twitter.com
  • MSN

 

Explanation: The correct answer includes Outlook.com and MSN. In the ‘Microsoft sites and select partner traffic’ ad distribution setting, ads are displayed on Microsoft-owned and operated sites, such as Outlook.com and MSN, as well as on select partner sites within the Microsoft Advertising network. This distribution setting provides advertisers with a broad reach across Microsoft’s own platforms and a curated selection of partner sites, allowing them to connect with a diverse audience across various digital touchpoints. By leveraging this setting, advertisers can effectively extend their reach beyond search engine results pages and engage with users while they browse content on popular platforms like Outlook.com and MSN, thus increasing the visibility and potential effectiveness of their advertising campaigns.

Kat’s Clothes online store has a remarketing list of site visitors applied to a campaign. They want their ads to appear to all potential customers, but apply a positive bid adjustment for customers on the remarketing list. Which targeting options should they choose?

By

Kat’s Clothes online store has a remarketing list of site visitors applied to a campaign. They want their ads to appear to all potential customers, but apply a positive bid adjustment for customers on the remarketing list. Which targeting options should they choose?

 

  • Bid only

 

  • Target and bid

 

Explanation: Kat’s Clothes online store should choose the target and bid option to achieve their advertising goal effectively. By selecting this option, they can ensure that their ads are specifically targeted to individuals on the remarketing list while also reaching potential customers who are not yet familiar with their brand. Applying a positive bid adjustment for customers on the remarketing list allows Kat’s Clothes to prioritize these valuable audience segments by increasing their bids to ensure higher ad visibility and competitiveness in ad auctions. This strategy enables them to tailor their advertising approach based on the behavior of site visitors, maximizing the likelihood of re-engaging with previous visitors while still reaching out to new potential customers. Conversely, opting for the “bid only” option would not provide the granularity needed to target both audiences effectively; it would only allow for bid adjustments without the ability to specifically target the remarketing list, potentially resulting in missed opportunities to reconnect with interested users and capture new ones. Therefore, the “target and bid” option is the most appropriate choice for Kat’s Clothes to optimize their campaign performance by effectively leveraging their remarketing list while still reaching a broader audience.

What is the maximum number of ad descriptions and advertiser can provide for their Responsive Search Ads?

By

What is the maximum number of ad descriptions and advertiser can provide for their Responsive Search Ads?

Select one option
4 ad descriptions
10 ad descriptions
15 ad descriptions
20 ad descriptions

 

Explanation: The correct answer is 4 ad descriptions. Responsive Search Ads (RSAs) are ad formats that allow advertisers to input multiple headlines and descriptions, and then, using machine learning, the ad platform dynamically assembles different combinations of these elements to create the most relevant ad for each individual user query. While advertisers can input multiple headlines (up to 15) to provide variations for the ad’s headline, the number of ad descriptions that can be provided for RSAs is limited to a maximum of 4. These ad descriptions serve as additional text assets that the ad platform can use to construct the ad, alongside the provided headlines, ensuring flexibility and diversity in ad content. By allowing up to 4 ad descriptions, advertisers can provide ample text variations to be dynamically combined with the headlines, increasing the likelihood of creating highly relevant and engaging ads that resonate with users’ search queries and intents. Therefore, the maximum number of ad descriptions an advertiser can provide for their Responsive Search Ads is indeed 4, as indicated by the correct answer option.