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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.

Explanation: The selected answer options are correct because retail media provides several benefits to brand advertisers. Firstly, it offers visibility through to point-of-purchase, meaning that brands can effectively track consumer behavior all the way from the initial interaction with an ad to the final purchase, ensuring they can capture high-intent shoppers at the moment they are ready to buy. Secondly, it grows product sales by allowing advertisers to target consumers who are already in a buying mindset, increasing the chances of conversion and sales growth. Additionally, retail media enables the ability to reach high-intent shoppers via retailers’ websites, offering access to valuable data and direct exposure to consumers who are actively browsing or shopping, thus enhancing the relevance of ads. Finally, while retail media does indeed generate revenue through selling products, it also drives high-margin revenue streams, as it opens opportunities for advertisers to sell higher-margin products through targeted ad placements and strategic promotions, extending the value beyond just traditional retail product sales.

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

Explanation: The statement is False because digital signage and audio promoted in retailer stores by brand advertisers are indeed considered part of the omnichannel Retail Media ecosystem. Omnichannel retail media includes a range of advertising strategies that aim to engage consumers across various touchpoints, both online and offline. This includes digital signage and audio within physical retail stores, which complement digital advertising on e-commerce platforms. By incorporating in-store elements such as digital screens and audio ads, brand advertisers can create a seamless and integrated experience for shoppers, influencing their purchasing decisions both in-store and online. This broader definition of retail media reflects how the ecosystem spans across different channels, providing a comprehensive approach to reaching consumers wherever they are engaging with the brand.

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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Contoso Running Shoes sells their products through retailers and has a primary focus of increasing brand awareness of new products onsite. Contoso Running Shoes should run a Banner Display Ad. True or false?

By vmartinez

Contoso Running Shoes sells their products through retailers and has a primary focus of increasing brand awareness of new products onsite. Contoso Running Shoes should run a Banner Display Ad. True or false?

True

False

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.

By vmartinez

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.

Explanation:

The selected answer options are **correct** because Microsoft Retail Media provides valuable benefits for brands like Contoso Kitchen Appliances looking to better promote their products to in-market shoppers. Firstly, **the dashboard and reporting tool enable advertisers to easily gather campaign insights and make in-flight optimizations**, which allows brands to monitor their campaign performance in real time and make adjustments to improve results as the campaign progresses. This feature is critical for optimizing ad spend and maximizing ROI. Secondly, **Retail Media Offsite empowers brands to reach retailers’ first-party shoppers wherever they are through a unified approach to retail media**, meaning that brands can extend their reach beyond the retailer’s site and engage with shoppers across various platforms, such as social media and other third-party properties, using first-party data. This helps brands continue to connect with potential customers even after they leave the retailer’s website. These benefits highlight why Microsoft Retail Media is an effective solution for brands wanting to drive targeted traffic and increase sales through a comprehensive advertising approach.

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

By vmartinez

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

Display
Social media

Explanation:

The selected answer options are **correct** because brands can use both **display** and **social media** ad formats to reach their shoppers in retail media programs. **Display** ads, such as banner ads or product listing ads, are commonly used in retail media to capture the attention of consumers as they browse retailer websites or apps. These ads are typically visually engaging and can be strategically placed on high-traffic pages to drive conversions. **Social media** ads also play a crucial role in retail media, allowing brands to reach shoppers through platforms like Facebook, Instagram, and others, where users are actively engaged. Social media ads enable brands to target specific consumer segments based on behavior, interests, and demographics, expanding their reach beyond the retailer’s website and enhancing their ability to influence purchasing decisions. Both display and social media ad formats are effective for increasing visibility, driving traffic, and boosting sales.

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

By vmartinez

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

True
False

Explanation:

The statement is **True** because Auction Banners can indeed appear within product carousels on highly visible pages across a retailer’s site. These banners are strategically placed in areas where shoppers are most likely to engage with them, such as on product pages, category pages, or during browsing sessions. By appearing in product carousels, which are often prominently displayed and capture the attention of users as they scroll through product listings, Auction Banners increase the chances of attracting consumer attention, driving brand visibility and potentially boosting conversions. This placement makes them an effective tool for driving awareness and engagement in high-traffic areas of the retailer’s website.

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

By vmartinez

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.

Explanation:

The selected answer options are **correct** because Auction Banners (also known as display banners) with Microsoft Retail Media offer several key benefits. Firstly, **they are cost effective as you only pay when shoppers view it instead of paying a flat fee**, making them a performance-driven advertising solution where advertisers only incur costs when their ads are actually seen by consumers. This ensures that advertising spend is tied to impressions and visibility, which is particularly valuable for brands focused on maximizing ROI. Secondly, **they extend your brand’s reach**, allowing your advertisements to be displayed on Microsoft properties and other networked platforms, broadening the exposure of your brand to a wider audience. Finally, **they take category share for maximum brand awareness**, meaning Auction Banners help brands secure a prominent presence in a specific product category, increasing brand recognition among consumers and outshining competitors in the same space. These benefits combine to make Auction Banners an effective tool for driving both visibility and engagement in a cost-efficient manner.

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

By vmartinez

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.

Explanation:

The selected answer options are **correct** because Product Listing Ad (PLA) extensions offer several key advantages. Firstly, **their campaigns are automatically extended to Microsoft properties only when the ad can’t be served onsite**, which ensures that brand advertisers can still reach their target audience through other Microsoft properties, such as Bing or Outlook, even if the ad cannot be shown on the retailer’s website. This helps maintain visibility and increases the chances of conversion. Secondly, **they guard against the deprecation of third-party cookies while maintaining privacy standards**, which is crucial as privacy regulations evolve and cookies become less reliable for tracking user behavior. PLA extensions use first-party data to deliver targeted ads without compromising user privacy, offering a compliant alternative. Finally, **they show targeted ads where shoppers browse off of a retailer’s website to drive more conversions**, which expands the reach of the campaign beyond the retailer’s platform, allowing brands to continue engaging shoppers across different touchpoints and improve conversion rates.