Questions

Yani is creating a search campaign and is choosing an automated bid strategy. The aim is to ensure an average spend to get a customer to take action on their website over 30 days is less than $10. Which bid strategy should Yani choose?

 

• Maximize conversions
• Target cost per action
• Target impression share
• Enhanced cost per click

 

Explanation: Yani should choose the target cost per action (CPA) bid strategy to achieve the goal of ensuring an average spend to get a customer to take action on their website over 30 days is less than $10. Target CPA bidding allows advertisers to set a target cost per action, such as a conversion or website visit, and the ad platform automatically adjusts bids to achieve that target while maximizing the number of conversions. By selecting a target CPA of less than $10, Yani can ensure that their ad spend remains within the desired cost range for acquiring each customer action, thus optimizing their campaign’s efficiency and cost-effectiveness. This bid strategy is particularly suitable for advertisers with specific cost targets in mind, as it leverages machine learning algorithms to adjust bids in real-time based on factors such as user behavior, device, location, and time of day to achieve the desired cost per action. Conversely, options such as enhanced cost per click, maximize conversions, or target impression share do not directly align with Yani’s objective of controlling the average spend per customer action within a specified budget limit over a 30-day period. Therefore, target CPA bidding is the most appropriate choice for Yani to effectively manage ad spend and drive desired actions on their website while maintaining cost efficiency.

What is an EXTA?

 

• Expanded Type Ad
• Expanded Text Ad
• Exact Text Ad
• Exact Type Ad

 

Contoso Holidays wants their ad to display for the keyword ‘Flights to New York’ only when a customer’s search query matches their keyword precisely – including some close variants – with no extra words. Which Keyword match option should they select?

 

• Modifier match
• Exact match
• Broad match
• Phrase match

 

Explanation: For Contoso Holidays, who specifically wants their ad to appear only when the customer’s search query precisely matches the keyword ‘Flights to New York’ without any additional words, including close variants, the most suitable keyword match option would be Exact match. Exact match ensures that the ad is triggered only when the search query exactly matches the specified keyword or close variants of it, without additional words before, after, or in between. This precision allows Contoso Holidays to tightly control the relevance of their ads to user queries, ensuring that their ads are displayed to the most relevant audience, which is crucial for maximizing ad performance and return on investment. By selecting Exact match, Contoso Holidays can target their ads precisely to users actively searching for flights to New York, thereby increasing the likelihood of attracting qualified leads and driving higher conversion rates. Therefore, Exact match aligns perfectly with Contoso Holidays’ objective of targeting specific search queries with utmost precision in Microsoft Search Advertising.

Contoso foods wants to track each time a searcher who has clicked on their ad watches a video on their sites as a conversion. Which Microsoft advertising feature do they need to implement?

 

• Universal event tracking custom event goal
• Offline conversions
• App installs
• Universal event tracking destinations URL conversion

 

Explanation: The correct Microsoft Advertising feature that Contoso Foods needs to implement to track each time a searcher who has clicked on their ad watches a video on their site as a conversion is Universal event tracking custom event goal. Universal Event Tracking (UET) is a powerful tool within Microsoft Advertising that allows advertisers to track and measure various actions and events performed by users on their website after clicking on an ad. By implementing a custom event goal using UET, Contoso Foods can define specific events, such as watching a video, as conversions and track them accurately. This enables Contoso Foods to gain valuable insights into the effectiveness of their advertising campaigns in driving video views and engagement, and to optimize their strategies accordingly. The custom event goal feature provides flexibility for advertisers to track a wide range of user interactions beyond standard conversions, allowing for more granular tracking and analysis of campaign performance. Therefore, selecting the Universal event tracking custom event goal aligns with Contoso Foods’ objective of tracking video views as conversions in Microsoft Search Advertising.

Complete the following sentences by selecting 2 correct answers: With Microsoft Advertising, you can use Dynamic Remarketing…

 

• Without a Microsoft Merchant Center Store.
• For Search Campaigns.
• Without customizing your standard universal event tracking tag.
• For Microsoft Audience Network campaigns.

 

Explanation: The correct answers are For Microsoft Audience Network campaigns and For search campaigns. Dynamic Remarketing in Microsoft Advertising allows advertisers to show customized ads to users who have previously visited their website or engaged with their products or services. By selecting the options for Microsoft Audience Network campaigns and search campaigns, advertisers can leverage Dynamic Remarketing across different types of campaigns to effectively retarget and re-engage with potential customers. In Microsoft Audience Network campaigns, dynamic remarketing enables advertisers to display personalized ads to users across a network of Microsoft-owned and operated sites, as well as partner sites. This expands the reach of retargeting efforts beyond search engine results pages, allowing advertisers to reconnect with users as they browse various websites within the Microsoft Audience Network. Similarly, in search campaigns, dynamic remarketing enables advertisers to re-engage with users who have previously interacted with their website or products while searching on Microsoft Bing. By targeting users with relevant ads based on their past interactions, advertisers can increase brand visibility, drive conversions, and maximize the effectiveness of their search advertising efforts. Therefore, by choosing these options, advertisers can fully utilize Dynamic Remarketing capabilities within Microsoft Advertising to optimize their advertising campaigns and achieve their marketing objectives.

Contoso Clothing is new to Microsoft Advertising and wants to track how many people buy a shirt online after clicking on their ad. What feature must they implement?

 

• Audience targeting
• Remarketing audiences
• Conversion tracking
• Dynamic search ads

 

Explanation: The correct answer is Conversion tracking. For Contoso Clothing to effectively monitor and measure the success of their advertising campaigns on Microsoft Advertising, implementing Conversion tracking is essential. Conversion tracking enables advertisers to track specific actions or conversions that occur on their website after a user clicks on their ad, such as making a purchase, signing up for a newsletter, or completing a form. By installing a conversion tracking tag provided by Microsoft Advertising on their website, Contoso Clothing can accurately attribute conversions back to the ads that drove them, gaining valuable insights into the performance and ROI of their campaigns. This data empowers Contoso Clothing to optimize their ad targeting, bidding strategy, and ad creative to drive more conversions and maximize their advertising investment effectively. Additionally, conversion tracking provides valuable metrics such as conversion rate, cost per conversion, and return on ad spend (ROAS), allowing Contoso Clothing to make informed decisions and refine their advertising strategies to achieve their business objectives efficiently. Overall, by implementing conversion tracking, Contoso Clothing can track and analyze the impact of their Microsoft Advertising campaigns on driving online sales and ultimately optimize their marketing efforts for greater success.