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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?

 

 

 

 

 

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?

By

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?

 

  • Responsive search ads
  • Ad customizers
  • Expanded text ads
  • Product ads

 

Explanation: Franz should use ad customizers to achieve his goal of dynamically inserting data into text ads from a feed depending on certain circumstances. Ad customizers allow advertisers to personalize their ads with details such as price, inventory status, and promotions based on factors like the user’s device, location, or audience list. This dynamic insertion capability ensures that Franz’s ads remain relevant and up-to-date, maximizing their effectiveness in capturing the attention of potential customers. Unlike expanded text ads or responsive search ads which offer static content that needs to be manually updated, ad customizers streamline the process by automatically adjusting ad content based on predefined criteria, saving Franz time and effort while delivering more tailored messaging to his target audience. Additionally, ad customizers can help Franz showcase the variety of apparel he sells by dynamically incorporating specific product details into his ads, further enhancing their relevance and appeal to potential customers, thus making them the most suitable choice for Franz’s advertising needs.

Which column is required as mandatory when uploading your Dynamic Search Ads page feed?

By

Which column is required as mandatory when uploading your Dynamic Search Ads page feed?

  • Page URL
  • Ad title
  • Static headline
  • Custom label

 

Explanation: The correct answer is Page URL. When uploading a Dynamic Search Ads (DSA) page feed, the Page URL column is mandatory because it specifies the web page URLs that Microsoft Advertising will use to generate ad headlines dynamically. The Page URL serves as the foundation for DSA campaigns, allowing the system to match users’ search queries with relevant content on the advertiser’s website. By including the Page URL column in the feed, advertisers ensure that Microsoft Advertising has the necessary information to create dynamic ad headlines based on the content of the linked web pages. This dynamic approach enables DSA campaigns to adapt to changes in website content and user search behavior, thereby maximizing ad relevance and performance. Additionally, the Page URL column facilitates accurate tracking and reporting of ad performance metrics, providing valuable insights into the effectiveness of DSA campaigns in driving traffic and conversions from specific web pages. Therefore, making the Page URL column mandatory ensures that advertisers provide essential data for the successful execution of Dynamic Search Ads.

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.

By

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.

  • True
  • False

 

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.

  • True
  • False

 

Explanation:

The statement ‘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’ is False. In Microsoft Search Advertising, advertisers have the flexibility to create remarketing lists based on various user actions and behaviors, including both site visitors and past purchasers. Remarketing allows advertisers to reconnect with previous visitors to their website and tailor ad messaging to encourage them to complete a desired action, such as making a purchase, signing up for a newsletter, or returning to the site for further engagement. By targeting both site visitors and past purchasers, advertisers can effectively nurture leads and drive conversions across different stages of the customer journey. Therefore, the statement is false as Louis can indeed target both site visitors and cart abandoners, as well as people who have made a purchase, when running a remarketing campaign for a major retailer in Microsoft Search Advertising.

 

Sarbjit wants to research keywords, compare impression share, and customize bids. Which Microsoft Advertising tool should Sarbjit use?

By

Sarbjit wants to research keywords, compare impression share, and customize bids. Which Microsoft Advertising tool should Sarbjit use?

 

  • Keyword Planner
  • Google Import
  • Campaign Settings
  • Microsoft Merchant Center

 

Explanation: The correct tool that Sarbjit should use to research keywords, compare impression share, and customize bids in Microsoft Advertising is the Keyword Planner. The Keyword Planner is a powerful tool within Microsoft Advertising that allows advertisers to conduct keyword research, analyze keyword performance metrics, and plan their advertising campaigns effectively. With the Keyword Planner, Sarbjit can explore a wide range of keyword ideas related to their business or industry, enabling them to discover relevant keywords that align with their advertising goals and target audience. Additionally, Sarbjit can use the Keyword Planner to compare impression share data for different keywords, gaining insights into the visibility of their ads compared to competitors and identifying opportunities to improve ad performance. Furthermore, the Keyword Planner provides valuable information on bid estimates for specific keywords, allowing Sarbjit to customize bids based on their budget and campaign objectives. By leveraging the Keyword Planner, Sarbjit can optimize their keyword strategy, maximize impression share, and enhance bid management to drive better results for their advertising campaigns in Microsoft Search Advertising. Conversely, tools such as Google Import, Campaign Settings, and Microsoft Merchant Center do not provide the same functionality or capabilities for keyword research, impression share analysis, and bid customization, making the Keyword Planner the most suitable choice for Sarbjit’s needs. Therefore, selecting the Keyword Planner aligns with Sarbjit’s objectives of conducting keyword research, comparing impression share, and customizing bids effectively in Microsoft Advertising.

How do you calculate average cost-per click?

By

How do you calculate average cost-per click?

 

  • Total cost of all clicks / Total number of clicks
  • Total number of impressions / Total cost of all clicks
  • Total cost of all clicks / Total number of impressions
  • Total number of clicks / Total cost of all clicks

 

Explanation: To calculate the average cost-per-click (CPC), you would divide the total cost of all clicks by the total number of clicks. This formula provides the average amount paid for each click on an ad within a specified time period or campaign. By dividing the total cost of clicks by the total number of clicks, advertisers can determine the average cost incurred for each individual click on their ads. This metric is essential for evaluating the efficiency and cost-effectiveness of advertising campaigns, helping advertisers assess their return on investment (ROI) and make informed decisions about budget allocation and campaign optimization strategies. Conversely, options such as dividing the total number of clicks by the total cost of all clicks or dividing the total number of impressions by the total cost of all clicks do not yield the average CPC and are not commonly used in advertising analytics. Therefore, the correct method to calculate average cost-per-click is to divide the total cost of all clicks by the total number of clicks.

Contoso Coffee chain of coffee shops is eager to ensure they bid on the brand keyword ‘Contoso Coffee’. Why?

By

Contoso Coffee chain of coffee shops is eager to ensure they bid on the brand keyword ‘Contoso Coffee’. Why?

 

  • They specify an exact location.
  • Matched queries are likely to be from customers interested in any coffee shop chain.
  • They target a broad pool of shoppers.
  • Brand keywords target a broad pool of customers interested in a product category or type.

 

Explanation: The correct answer is Matched queries are likely to be from customers interested in any coffee shop chain. Bidding on the brand keyword ‘Contoso Coffee’ is essential for Contoso Coffee chain because it ensures that their ads are displayed when users specifically search for their brand. By targeting their brand keyword, Contoso Coffee increases the likelihood of capturing the attention of users who are already familiar with their brand and are actively seeking information about their coffee shops. This strategy enables Contoso Coffee to maintain a competitive edge in the market by intercepting potential customers who have already expressed interest in their brand, products, or services. Moreover, bidding on the brand keyword helps Contoso Coffee to protect its brand identity and prevent competitors from occupying the search results when users search for their brand name. Therefore, bidding on the brand keyword ‘Contoso Coffee’ ensures that Contoso Coffee can effectively reach and engage with its target audience, making it the correct answer option.