Microsoft Advertising Retail Certification Exam Answers

Contoso Jewelry Store wants to start using product ads an Microsoft Shopping Campaigns from scratch. What is the correct sequenceof steps they need to follow in order to do this?

Organize the options in the correct order.

1. Claim their domain
2. Create a Microsoft Merchant Center Store
3. Create and upload a product feed
4. Create their shopping campaign

Explanation: To start using product ads and Microsoft Shopping Campaigns from scratch, Contoso Jewelry Store must follow a specific sequence of steps, which ensures their products are correctly listed and advertised on the Microsoft platform. First, they need to claim their domain, which involves verifying their website to establish ownership. This step is crucial because it ensures that the store has the rights to advertise products from that domain, preventing fraudulent listings. Next, they must create a Microsoft Merchant Center Store. This step is essential as the Merchant Center serves as the central hub where all product information is stored and managed. Following this, they should create and upload a product feed. The product feed is a detailed file that contains information about all the products they intend to advertise, including descriptions, prices, images, and availability. Uploading this feed to the Merchant Center is vital because it allows Microsoft to understand and display their product listings accurately. Finally, they need to create their shopping campaign. This step involves setting up the actual campaign within Microsoft Advertising, where they will define their budget, target audience, and bidding strategies. Creating the campaign is the final step that brings all the previous steps together, enabling their products to appear in relevant search results and drive traffic to their online store. Each of these steps builds upon the previous one, creating a comprehensive and effective strategy for launching product ads and shopping campaigns on Microsoft.

Contoso Pet Supplies has noticed a recent dip in impressions in their shopping campaign and want to explore. Where can they do this?

Select one option.

• Product issues tab in the store summary page.
• Product performance tab in the store summary page.
• Feed issues tab in the store summary page.
• Store issues tab in the store summary page.

Explanation: When Contoso Pet Supplies notices a recent dip in impressions in their shopping campaign, they should explore the issue by examining the Product performance tab in the store summary page. This tab is crucial because it provides detailed insights into how individual products are performing within the campaign. By analyzing the data available in the Product performance tab, Contoso Pet Supplies can identify specific products that may be underperforming and contributing to the overall dip in impressions. This tab offers a comprehensive view of various performance metrics, such as impressions, clicks, click-through rates (CTR), and conversion rates for each product. By examining these metrics, the company can pinpoint trends and anomalies that may be affecting the visibility and performance of their products. For instance, a significant drop in impressions for certain products might indicate issues with product data quality, such as inaccuracies in titles, descriptions, or images, which can negatively impact ad relevance and visibility. Additionally, the Product performance tab can highlight changes in competitive dynamics, such as increased competition for certain keywords or categories, which could also lead to a decline in impressions. Furthermore, this tab allows Contoso Pet Supplies to assess the impact of recent changes in their campaign settings, bids, or budget allocations on product performance. By correlating these adjustments with the observed dip in impressions, they can determine if any recent changes may have inadvertently affected their campaign’s reach. Armed with this information, Contoso Pet Supplies can make informed decisions on how to optimize their product listings and campaign strategies to regain and improve their impressions. For example, they might decide to enhance product titles and descriptions, update images, or adjust bids and budgets to better compete in the marketplace. In conclusion, the Product performance tab in the store summary page is the most appropriate and effective tool for Contoso Pet Supplies to explore and diagnose the reasons behind the recent dip in impressions in their shopping campaign, enabling them to take targeted actions to rectify the issue and enhance their campaign performance.

Contoso Cameras wants to group their products into the following sets: high margin products, special offers, and seasonal offers. Which feed field can they use to do this?

Select one option.

• Custom product
• IDs Product type
• Custom labels
• Product category

Explanation: The correct answer is Custom labels. Contoso Cameras can effectively group their products into specific sets such as high margin products, special offers, and seasonal offers using the custom labels feed field. Custom labels offer advertisers the flexibility to create and assign custom attributes or tags to their product listings based on unique criteria or classifications relevant to their business goals and strategies. In this scenario, Contoso Cameras can utilize custom labels to categorize their products according to different criteria such as margin profitability, promotional status (e.g., special offers), or seasonality. By assigning custom labels to their product listings accordingly, Contoso Cameras can organize their inventory more efficiently and tailor their advertising strategies to target specific product sets with relevant messaging and bid adjustments. This enables Contoso Cameras to enhance the visibility and performance of their products within Microsoft Advertising Shopping campaigns, effectively reaching their target audience and driving conversions. Therefore, leveraging the custom labels feed field provides Contoso Cameras with the flexibility and control needed to group their products into distinct sets based on various criteria, optimizing their advertising efforts and maximizing their return on investment.

Which of the following is a best practice for shopping campaign structures?

Select one option.

• Do not bid on granular product groups
• Break out product groups by value, then bid accordingly
• The more granular your product group, the lower the bid
• Bid higher on all product ‘catch-all’ product groups

Explanation: The correct answer is Break out product groups by value, then bid accordingly. In the context of shopping campaign structures, breaking out product groups by value and then bidding accordingly is considered a best practice. This approach involves segmenting products into smaller, more targeted groups based on factors such as product type, brand, category, or performance metrics like conversion rate or profitability. By organizing product groups in this manner, advertisers can tailor their bidding strategies to align with the value and importance of each group, optimizing their bids to maximize return on investment (ROI) and prioritize higher-value products. For instance, products with higher margins or conversion rates may warrant higher bids to ensure prominent placement and visibility, while lower-value products may require more conservative bids to maintain profitability. This granular approach to campaign structure allows advertisers to allocate budget strategically, optimize bidding efficiency, and drive better performance across their shopping campaigns within the Microsoft Advertising platform. Therefore, breaking out product groups by value and adjusting bids accordingly is a recommended best practice for building effective and efficient shopping campaign structures in Microsoft Advertising.