Microsoft Advertising Retail Certification Exam Answers

Which of the following is a way to verify your domain when setting up Microsoft Advertising shopping?

Select one option.

• Using the reporting tab in the Microsoft Advertising User Interface
• Via the keyword planner
• Via universal event tracking tag
• Via Microsoft Advertising editor

Explanation: The correct answer is Via universal event tracking tag. Verifying your domain when setting up Microsoft Advertising shopping campaigns is crucial for ensuring accurate tracking of website interactions and conversions. The universal event tracking (UET) tag plays a pivotal role in this process by enabling the tracking of user actions, such as page views, add-to-cart events, and purchases, on your website. By embedding the UET tag within the code of your website’s pages, you establish a direct connection between your Microsoft Advertising account and your website, allowing for the seamless transmission of data related to user engagement and conversion activities. This verification method not only verifies ownership of the domain but also facilitates the implementation of conversion tracking, which is essential for assessing campaign performance and optimizing bidding strategies based on actual conversion data. Therefore, utilizing the universal event tracking tag to verify your domain is a fundamental step in setting up Microsoft Advertising shopping campaigns, ensuring accurate measurement and optimization of advertising efforts.

Contoso Jewelry store wants to review the import status of their most recent Google Merchant Center import. Where will they find this in the Microsoft Advertising User Interface?

Select one option.

• In the Summary tab in their Microsoft Merchant Center Store.
• In the Import tab in their Microsoft Merchant Center Store.
• In the Feeds tab in their Microsoft Merchand Center Store.

Explanation: The correct answer is In the Import tab in their Microsoft Merchant Center Store. Contoso Jewelry store, seeking to review the import status of their most recent Google Merchant Center import, can conveniently find this information within the Microsoft Advertising User Interface under the Import tab in their Microsoft Merchant Center Store. This tab serves as a centralized hub for managing imports from Google Merchant Center and provides real-time updates on the status of recent imports. By navigating to this section, Contoso Jewelry store can easily monitor the progress of their import activities, including any errors or warnings encountered during the import process. This level of visibility enables Contoso Jewelry store to promptly address any issues and ensure the seamless synchronization of product data between Google Merchant Center and Microsoft Advertising, thereby maintaining the accuracy and relevance of their product listings across both platforms. Therefore, accessing the Import tab in their Microsoft Merchant Center Store is the correct approach for Contoso Jewelry store to efficiently track the import status of their most recent Google Merchant Center import within the Microsoft Advertising User Interface.

Which of the following statements is true about shopping campaigns?

Select one option.

• Advertisers bid on keywords.
• Ads are created from product feed data.
• Bidding is based on products.
• Search queries are matched to keywords.

or

Select one option.

• Ads are automatically created from your website content.
• Ads are created from product feed data.
• Ads do not contain images.
• Ads do not require a store name.

or

Select all that apply.

• Search queries are matched to keywords.
• Ads are created from product feed data.
• Bidding is based on products.
• Advertisers bid on keywords.

Explanation: In the context of Microsoft Advertising Shopping certification, the statement Ads are created from product feed data is true. Shopping campaigns are designed to showcase product listings directly within search results, and the creation of these ads relies on structured data provided in the product feed. The product feed is a crucial component that includes detailed information about each product, such as titles, descriptions, images, prices, availability, and other relevant attributes. This data is submitted to Microsoft Merchant Center, where it is used to generate ads automatically. The reliance on product feed data ensures that ads are accurate, up-to-date, and reflective of the inventory available on the advertiser’s website. Unlike traditional text ads that require manual creation and management, shopping ads draw directly from the product feed, streamlining the process and allowing for the efficient handling of large inventories. This method also supports dynamic updates, meaning any changes to the product feed—such as price adjustments or stock availability—are promptly reflected in the ads. In contrast, the incorrect options highlight common misconceptions about shopping campaigns: ads are not created automatically from website content, as this would not ensure the structured and precise data required for effective product listings; shopping ads do contain images, which are a critical element in attracting user attention and conveying product information visually; and ads do require a store name, as this helps to build brand recognition and trust with potential customers. By understanding that shopping ads are created from product feed data, advertisers can focus on maintaining a high-quality, comprehensive product feed to optimize their shopping campaigns’ performance and ensure that their product listings are compelling and effective in driving conversions.

Contoso Cameras is seeing that their products are being rejected and want to learn why. Where can they go to find this information?

Select one option.

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

Explanation: When Contoso Cameras notices that their products are being rejected, the best course of action is to consult the Product Issues tab in the store summary page. This tab is specifically designed to provide detailed insights and diagnostics regarding any problems related to the product listings. By navigating to the Product Issues tab, Contoso Cameras can access specific information about why certain products are being rejected, which may include issues such as non-compliance with the platform’s policies, incorrect or missing attribute data, or problems with the product images or descriptions. This targeted approach helps streamline the troubleshooting process, allowing the company to quickly identify and rectify the underlying issues causing the rejections. The Product Issues tab is an essential resource because it not only lists the rejected products but also provides actionable feedback and recommendations on how to resolve these issues. This feedback might include specific error messages or codes that indicate what corrections are needed, such as adjusting the product price, updating the product description, or correcting formatting errors. Without utilizing this tab, Contoso Cameras would have to manually sift through potentially vast amounts of product data to identify problems, which can be time-consuming and inefficient. Unlike the Product Performance tab, which focuses on metrics such as click-through rates, impressions, and overall sales performance, the Product Issues tab zeroes in on compliance and data accuracy, making it the most relevant resource for resolving product rejection issues. The Store Issues tab, on the other hand, addresses broader issues at the store level, which may not provide the granular detail needed to troubleshoot individual product rejections. Therefore, by regularly monitoring and addressing the information in the Product Issues tab, Contoso Cameras can ensure that their product feed meets all necessary requirements, thereby minimizing rejections and improving the overall effectiveness of their Microsoft Advertising Shopping campaigns.

Brian has a new product and wants to set up a Smart Shopping campaign. What is the correct sequence of steps Brian needs to follow in order to do this?

Organize the options in the correct order.

1. Create a campaign
2. Select ‘Sell products from your catalog’
3. Select ‘Smart Shopping’
4. Choose your store market
5. Select ‘Campaign settings
6. Create Responsive Ad

Explanation: To set up a Smart Shopping campaign for his new product, Brian must follow a sequence of steps that ensure the campaign is configured correctly and effectively. First, Brian needs to create a campaign. This initial step involves setting up the framework for the campaign, which includes giving it a name and defining its purpose. Next, he should select ‘Sell products from your catalog’, a crucial step that links the campaign to the product catalog stored in the Microsoft Merchant Center, ensuring that the products he wants to advertise are included. After this, Brian should select ‘Smart Shopping’. Choosing the Smart Shopping option enables automated optimization and targeting features, which leverage machine learning to maximize conversions and ROAS by dynamically adjusting bids and placements. The next step is to choose your store market, which is essential for defining the geographical area where the ads will be shown, ensuring that the campaign targets the appropriate audience based on location. Following this, Brian should select ‘Campaign settings’. In this step, he can fine-tune various parameters such as budget, bidding strategy, and targeting preferences to align with his marketing goals and constraints. Finally, he must create a Responsive Ad. This involves creating an ad that can automatically adjust its format, appearance, and content to fit different ad spaces and formats, thereby increasing the chances of attracting clicks and conversions across various platforms and devices. By following these steps in this specific order—creating the campaign, selecting to sell products from the catalog, choosing Smart Shopping, selecting the store market, configuring the campaign settings, and creating a responsive ad—Brian ensures a comprehensive and efficient setup of his Smart Shopping campaign, leveraging automation and machine learning to optimize performance and reach the desired audience effectively.

Which report should you run to see what your audience is searching for when your product ads are shown?

Select one option.

• Product dimension report
• Negative keyword conflict report
• Product partition report
• Search term report

Explanation: The correct answer is Search term report. When running product ads on Microsoft Advertising, understanding the specific search terms used by your audience is crucial for optimizing targeting and maximizing ad relevance. The Search term report provides valuable insights into the actual search queries that triggered your product ads to appear. By analyzing this report, advertisers can identify relevant search terms that are driving traffic and conversions, as well as uncover irrelevant or low-performing keywords that may need to be added as negative keywords. This level of granularity allows advertisers to refine their keyword targeting strategies, allocate budget more effectively, and tailor ad messaging to better align with user intent. Ultimately, leveraging the Search term report empowers advertisers to make data-driven decisions that enhance the performance and ROI of their Microsoft Advertising Shopping campaigns.