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Microsoft Retail Media Certification Exam Answers

Exam URL: https://about.ads.microsoft.com/en/resources/training-certification/learning-lab

Questions:

True
False

Onsite retail media programs allow brands to interact with shoppers through a retailer’s digital properties. True or false?

True
False

How is using retail media beneficial to brand advertisers? Select all that apply.

There is visibility through to point-of-purchase.
lt drives high-margin revenue streams in addition to selling retail products.
lt grows product sales.
lt enables the ability to reach high-intent shoppers via retailers websites.

Using retail media, both retailers and brand advertisers can increase product sales by enabling brand advertisers to promote their products. True or false?

True
False

Retail Media is considered a closed loop ecosystem because it provides clear and proven attribution and reporting that draw a direct line from advertising back to product sales and Return-On-Ad-Spend (ROAS). True or false?

True
False

Digital signage and audio promoted in the retailer stores by brand advertisers are not considered part of the omnichannel Retail Media ecosystem. True or false?

True
False

Which key differentiator would make retail media more attractive to brand advertisers to invest?

Retailers’ first-party shopper data
Measurement by third-party cookies
Brands’ first-party data
Fragmented attribution

Retail Media is only considered a lower-funnel media strategy that only helps with conversions (i.e., product sales) rather than awareness, consideration, retention, or loyalty in a shopper journey. True or false?

True
False

What are the key benefits of retail media onsite advertising compared to offsite advertising? Select all that apply.

Brands interact with shoppers through a retailer’s website, app, or the like
Brands target shoppers at the conversion stage of the sales funnel.
Retailers are allowed to activate their first-party customer data to help brand advertisers reach shoppers using third-party properties.

What should a brand using Microsoft Retail Media Offsite do if their shoppers do not check out their products after clicking a Product Listing Ad (PLA) on the retailers’ websites?

The brand should use the Microsoft Retail Media platform (powered by PromotelQ) to run ads on third-party platforms, such as social media or connected TV, that will bring the shoppers back to the website.
The brand should use a social media ads platform to run ads to reach out to the shoppers.
The brand should use the Microsoft Advertising platform to run search ads to reach out to the similar shoppers mapped by Microsoft.

What are the key benefits of Retail Media offsite advertising? Select all that apply.

Brands interact with shoppers through a retailer’s website, app, or the like.
Brands target shoppers at the conversion stage of the sales funnel.
Retailers are allowed to activate their first-party customer data to help brand advertisers reach shoppers using third-party properties.
Brands can target shoppers at the awareness and consideration stages of the sales funnel.

What are benefits of using the onsite PLA solution in a retail media program? Select all that apply.

PLAs offer a pay-per-click advertising solution for brand advertisers who want to increase clickthrough and sell-through of products.
Brand advertisers only pay when a shopper clicks on a PLA.
PLAs feature multiple clickable components including a brand logo, allowing you to tell an on-brand story to drive brand awareness.
PLAs take category ownership for maximum brand awareness.

Auction Banners are a CPM, impression-based on-site solution for brands who want to increase brand awareness. True or false?

True
False

What is true about Product Listing Ad extensions? Select all that apply.

Their campaigns are automatically extended to Microsoft properties only when the ad can’t be served onsite.
They guard against the deprecation of third-party cookies while maintaining privacy standards.
They show targeted ads where shoppers browse off of a retailer’s website to drive more conversions.

What are the benefits of Auction Banners (also know as display banners) with Microsoft Retail Media? Select all that apply.

They are cost effective as you only pay when shoppers view it instead of paying a flat fee.
They offer targeted reach.
They extend your brand’s reach.
They take category share for maximum brand awareness.

Auction Banners may appear within product carousels on highly visible pages across a retailer’s site. True or false?

True
False

Which retail media ad formats can brands use to reach their shoppers? Select all that apply.

Display
Social media

Contoso Kitchen Appliances sells their products through retailers and wants to better promote their products to in-market shoppers. Why should their advertisers consider using Microsoft Retail Media? Select all that apply.

The dashboard and reporting tool enable advertisers to easily gather campaign insights and make in-flight optimizations.
Retail Media Offsite empowers brands to reach retailers’ first-party shoppers wherever they are through a unified approach to retail media.
Retail Media Onsite helps brands reach shoppers based on their information collected by third - party cookies.

True
False

Which campaigns can you set up in the Microsoft Retail Media platform (powered by PromotelQ)? Select all that apply.

PLA Campaign
Display Banner Campaign
PLA Extension Campaign
Bing CPC Campaïgn

Which of the preset reports in the Microsoft Retail Media platform (powered by PromotelQ) can you use to get ROAS within a certain time frame? Select all that apply.

Detailed Campaïgn Performance Report
Campaign Performance Report
Campaign Summary
Sales Report

What type of auction can the Microsoft Retail Media platform ( powered by PromotelQ) platform offer?

Waterfall
Header bidding
Second price auction

Microsoft Retail Media platform’s (powered by PromotelQ) PLAs use category as their primary targeting to serve ads to onsite shoppers. True or false?

True
False

True
False

When creating a PLA campaign, after selecting your desired SKUs, the category targets must be manually applied to the campaign. True or false?

True
False

Impression
Click
Purchase

Which shopper engagements will trigger charges for PLA campaigns in most cases?

Impression
Click
Purchase

Which of the following factors influence the likelihood for PLA campaigns to win auctions? Select all that apply.

Product price
Bid value
Product category
Units sold

Which are the primary pacing methods available in the Microsoft Retail Media platform (powered by PromotelQ)? Select all that apply.

Even/Dynamic Pacing
Front-Loaded Pacing
Day Parting
Weekly Pacing

What does “PLA” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

Product Listing Ads
Product Listing Acquisition
Product Link Ads
Product Listing Asset

What does “Report Period” refer to in the campaign reporting?

Which brands the report will include
How the data will be aggregated within the report
The date range for the report
Which campaign type will be included in the report

What does “Campaign Flight Date” refer to in the Microsoft PromotelQ platform?

How long it takes to get a campaign live
The date range the campaign is active
The amount of time until a campaign runs out of budget

What does “Vendors” refer to in the campaign reporting?

Which brands the report will include
How the data will be aggregated within the report
The date range for the report
Which campaign type will be included in the report

What does “Campaign Budget Interval” mean in the Microsoft Retail Media platform(powered by PromotelQ)?

How much budget is in the campaign
How often the campaign’s budget is refreshed
How long a budget is included in the campaign

What does “Campaign Type” refer to in the campaign reporting?

Which brands the report will include
How the data will be aggregated within the report
The date range for the report
Which campaign type will be included in the report

What does “CTR” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

How much ads spend per each display (= Ad Spend / Impressions)
How many times shoppers view ads after being shown to it. (= Views / Impressions)
How many product purchase generated after ads being shown to shoppers. (= Conversions / Impressions)
How many times shoppers click into your ads after being shown to it. (= Clicks / Impressions)

What does “Report Interval” refer to in the campaign reporting?

Which brands the report will include
How the data will be aggregated within the report
The date range for the report
Which campaign type will be included in the report

What does “CPC” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

The cost for each shopper click made to your campaigns
The cost for each shopper view made to your campaigns
The cost for each time your campaigns show to shoppers
The cost for each purchase made by shoppers after engaging with your campaigns

Microsoft Retail Media offers both Impressions and Views (also known as Viewable Impressions). What does Impressions mean in the Microsoft Retail Media platform (powered by PromotelQ)?

Number of times your campaigns are clicked by shoppers
Number of times your campaigns are shown or served to shoppers
Number of times your campaigns are viewed or seen by shoppers
Number of times your campaigns are engaged by shoppers

What does “Total Sales” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

The average cost-per-click for your campaign
Number of times shoppers viewed your campaign
Total attributed product sales generated from your campaign
The rate at which shoppers are interacting with your campaign (clicks / product views)

What does “CPM” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

Cost per thousand clicks
Cost per thousand impressions
Cost per multi-touch attribution
Cost per sale

The preset report “Sales Report” provides impressions and clicks by SKU.True or false?

True
False

What is considered a good benchmark ROAS for the Microsoft Retail Media onsite campaigns?

100%
300%
1,000% +

What are the main metrics to monitor when optimizing retail media campaigns? Select all that apply.

CTR
Campaign name
Spend-through
ROAS

Which campaign optimization strategies should you take when your PLA campaigns have high spend-through but a low ROAS? Select all that apply.

Increase bid
Decrease bid
Add targets
Remove low performing targets

Which campaign optimization strategies should you take when your PLA campaigns have low spend-through but a high ROAS? Select all that apply.

Increase bid
Decrease bid
Add SKUs to campaign
Remove low performing targets

For a brand selling lots of products with a budget, what is the ideal number of products per category to start with in a PLA campaign?

1
5-30
100

In addition to ROAS, what additional metrics should you consider when analyzing campaign performance? Select all that apply.

Impressions
Budget utilization
CTR
CPC

What is the recommended minimum campaign flight time to ensure that your onsite retail media ads can deliver results?

1-2 days
5-7 days
6-8 weeks
12-18 months

How is Retail Media best defined? Select all that apply.

Retail Media includes advertising on a retailer’s website and/or app.
Retaïl Media includes advertising on third-party websites using retailers’ first party shopper data.
Retail Media includes advertising in their brick-and-mortar stores.

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What is considered a good benchmark ROAS for the Microsoft Retail Media onsite campaigns?

By vmartinez

What is considered a good benchmark ROAS for the Microsoft Retail Media onsite campaigns?

100%
300%
1,000% +

Explanation:

The selected answer option is **correct** because a **300%** Return on Ad Spend (ROAS) is generally considered a good benchmark for onsite campaigns in the Microsoft Retail Media platform. A ROAS of 300% means that for every dollar spent on the campaign, the advertiser is generating three dollars in revenue, which is considered a strong return in the advertising industry. This benchmark reflects a balanced and effective campaign that is driving significant sales while maintaining efficient ad spend. While higher ROAS figures (such as 1,000%+) are possible in some highly optimized campaigns, 300% is typically a reasonable and achievable goal for most advertisers, indicating that the campaign is performing well and delivering substantial returns on investment.

The preset report “Sales Report” provides impressions and clicks by SKU. True or false?

By vmartinez

The preset report “Sales Report” provides impressions and clicks by SKU. True or false?

True
False

Explanation:

The statement is **False** because the preset ‘Sales Report’ in the Microsoft Retail Media platform does not provide impressions and clicks by SKU. Instead, the ‘Sales Report’ focuses on sales-related data, primarily tracking the total sales attributed to the campaign, including the number of units sold and the revenue generated. While it provides valuable insights into the effectiveness of the campaign in driving conversions, it does not break down metrics such as impressions and clicks on a per-SKU basis. These types of metrics are typically found in other reports, such as performance or campaign reports, where advertisers can analyze the detailed interaction and engagement data at a granular level, including by SKU.

What does “CPM” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

By vmartinez

What does “CPM” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

Cost per thousand clicks
Cost per thousand impressions
Cost per multi-touch attribution
Cost per sale

Explanation:

The selected answer option is **correct** because ‘CPM’ in the Microsoft Retail Media platform (powered by PromotelQ) stands for **cost per thousand impressions**. This pricing model refers to the cost an advertiser pays for every 1,000 times their ad is shown or served to shoppers. CPM is commonly used for campaigns focused on brand awareness and visibility, as it allows advertisers to pay for the exposure their ad receives rather than the direct actions (such as clicks or conversions) taken by the shopper. This model helps advertisers track how effectively their campaigns are reaching a broad audience, making it ideal for campaigns aiming to increase product awareness and maximize the number of potential customers who see the ad.

What does “Total Sales” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

By vmartinez

What does “Total Sales” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

The average cost-per-click for your campaign
Number of times shoppers viewed your campaign
Total attributed product sales generated from your campaign
The rate at which shoppers are interacting with your campaign (clicks / product views)

Explanation:

The selected answer option is **correct** because ‘Total Sales’ in the Microsoft Retail Media platform (powered by PromotelQ) refers to **total attributed product sales generated from your campaign**. This metric measures the overall revenue that can be directly linked to the campaign’s performance, specifically from the products that were featured in the campaign. It reflects the total sales that occurred as a result of shopper interactions with the ads, whether through clicks, impressions, or other engagement methods. This attribution is important for assessing the effectiveness of the campaign in driving actual purchases, providing advertisers with insights into how well their ads are converting into sales and helping them gauge the return on investment (ROI) from their advertising spend.

Microsoft Retail Media offers both Impressions and Views (also known as Viewable Impressions). What does Impressions mean in the Microsoft Retail Media platform (powered by PromotelQ)?

By vmartinez

Microsoft Retail Media offers both Impressions and Views (also known as Viewable Impressions). What does Impressions mean in the Microsoft Retail Media platform (powered by PromotelQ)?

Number of times your campaigns are clicked by shoppers
Number of times your campaigns are shown or served to shoppers
Number of times your campaigns are viewed or seen by shoppers
Number of times your campaigns are engaged by shoppers

Explanation:

The selected answer option is **correct** because ‘Impressions’ in the Microsoft Retail Media platform (powered by PromotelQ) refers to the **number of times your campaigns are shown or served to shoppers**. Impressions track how often an ad is displayed to a potential viewer, regardless of whether the shopper clicks or engages with the ad. It is a key metric used to measure the reach and visibility of a campaign, helping advertisers understand how frequently their ads are being exposed to users. Impressions are typically used to evaluate the overall exposure of a campaign, and while they do not indicate engagement, they provide insight into the potential audience size that has seen the ad at least once.

What does “CPC” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

By vmartinez

What does “CPC” mean in the Microsoft Retail Media platform (powered by PromotelQ)?

The cost for each shopper click made to your campaigns
The cost for each shopper view made to your campaigns
The cost for each time your campaigns show to shoppers
The cost for each purchase made by shoppers after engaging with your campaigns

Explanation:

The selected answer option is **correct** because ‘CPC’ in the Microsoft Retail Media platform (powered by PromotelQ) stands for **the cost for each shopper click made to your campaigns**. CPC, or Cost-Per-Click, is a pricing model used in digital advertising where advertisers are charged each time a shopper clicks on an ad. This model is commonly used for campaigns focused on driving engagement and traffic, as advertisers only pay when their ad results in an actionable interaction, i.e., when the shopper actively clicks on the ad. By using the CPC model, advertisers can optimize their campaigns to focus on generating clicks and maximizing traffic, which can eventually lead to higher conversion rates if the ad is compelling enough to drive purchases.