Questions

Contoso Shoes is creating a display ad for its new model of running shoe, the Contoso Create 10. Which best practices should it implement?

 

Select all that apply.

• En sure the Contoso Shoes brand is clearly identifiable in the ad.
• Include a call to action.
• Design an ad with flashing shoe graphics to attract attention and increase the likelihood a searcher will click on the ad.
• Make Contososhoes.com homepage the landing page when you click on the display ad.

 

Contoso Phones is planning a digital marketing campaign and is buying display advertising on a CPM basis. In this instance, what does “CPM” mean?

Select one option.

• Clicks per month
• Cost for every million ad impressions
• Cost for every 1,000 ad impressions
• Clicks per mille

 

Explanation: The correct definition of ‘CPM’ in the context of Contoso Phones’ digital marketing campaign, where they are buying display advertising on a CPM basis, is Cost for every 1,000 ad impressions. This option accurately describes CPM (Cost Per Mille), which is a common pricing model used in digital advertising where advertisers pay for every 1,000 ad impressions served, regardless of whether or not users interact with the ad. CPM pricing enables advertisers to effectively manage their advertising costs while maximizing the reach and exposure of their ads across various websites and platforms within the Microsoft Advertising Native & Display context. By paying for impressions rather than clicks or conversions, advertisers can increase brand visibility, raise awareness, and drive engagement with their target audience, making CPM an ideal pricing model for display advertising campaigns aimed at building brand awareness and generating top-of-funnel interest. Therefore, understanding the meaning of CPM and its implications for campaign budgeting and performance measurement is essential for advertisers like Contoso Phones to effectively plan and execute their digital marketing campaigns within the Microsoft Advertising ecosystem.

Erica wants to add dynamic remarketing to a Microsoft Audience Network campaign. Which steps must Erica take before implementing dynamic remarketing?

Select all that apply.

• Create a search advertising campaign.
• Upload or import a catalog.
• Implement a universal event tracking tag.
• Create a Microsoft Merchant Center Store.

 

Explanation: The correct answer options are ‘Create a Microsoft Merchant Center Store,’ ‘Upload image or catalog,’ and ‘Implement a universal event tracking tag.’ Before implementing dynamic remarketing in a Microsoft Audience Network campaign, Erica must first create a Microsoft Merchant Center Store. This step is essential as it enables Erica to upload her product inventory, including images and descriptions, to the Microsoft Merchant Center. Next, Erica needs to upload her product images or catalog to the Merchant Center, ensuring that the products she wants to advertise are available for dynamic remarketing campaigns. Finally, Erica must implement a universal event tracking (UET) tag on her website. This tracking tag allows Erica to capture valuable data on user interactions and behavior, such as product views, add-to-cart actions, and purchases. By implementing the UET tag, Erica can track these events and use the data to personalize her remarketing ads based on users’ past interactions with her website or products. Conversely, creating a search advertising campaign is not a prerequisite for implementing dynamic remarketing on the Microsoft Audience Network, making it an incorrect option. Therefore, the selected answer options accurately outline the necessary steps that Erica must take before implementing dynamic remarketing in her Microsoft Audience Network campaign, ensuring that her ads are relevant, personalized, and effective in driving conversions.