Microsoft search ads certification answers (new)

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Below you’ll find some selected questions from the latest real Microsoft Advertising Search Ads certification exam. You can get an idea about the exam format and prepare for it smarter. Need all exam questions with answers? Consider downloading our file.

Lilly currently has a standard Universal Event Tracking (UET) tag implemented, but wants to start using dynamic remarketing on the campaigns. What 2 additional parameters required in UET will Lilly need to add?

• Product ID
• Page number
• Product name
• Page type

To pay with monthly invoicing, you will need to have a live insertion order set up.

What does SERP stand for?

• Search engine references prioritized
• Search engine results prioritized
• Search engine reference page
• Search engine results page

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

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

What are some reasons why you would use page feeds for dynamic search ads?

• To leverage static headlines.
• To prevent the labeling and targeting of specific URLs.
• To improve your page freshness.
• To fine tune your auto targets and ad copy.

An event goal conversion can be best defined as which of the following?

• Goals that track each time a user visits a specific URL on your site.
• Goals that track each time a user visits more than a specified number of pages on your site.
• Goals that track each time a user interacts with a specific element on your site.
• Goals that track each time a user spends more than a specified duration of time on your site.

Microsoft Advertising allows you to import a keyword list from Google.

A click on an ad extension incurs an additional charge to a normal click.

What does a Callout ad extension provide?

• Callout ad extensions provide an extra non-clickable snippet of text that highlights your website’s products or offers.
• Callout ad extensions highlight deals for holidays and other special occasions.
• Callout ad extensions list multiple categories of products or features with unique clickable links to each of these offerings.
• Callout ad extensions provide a call-to-action button in your text ad.

Helena wants to compare the performance of ads running on owned and operated sites to ads running on the Microsoft Search Partner Network. In which of the following ways can Helena do this?

• Using Segment, Network
• Using Dimensions, Top vs other
• Using Segment, Top vs other
• Using Dimensions, Network

Contoso Hotels wants to ensure that excessive spend on one campaign does not take budget from other campaigns. Which budget type should they select?

What are the ways in which you can target your ads?

• Type of device
• Age and gender
• Name and address
• Geographic location

What are the benefits of using in-market audiences?

• You can use your own first-party data.
• You can reach curated audiences more likely to convert in your category.
• You can create an ad group that will only serve to that audience.
• You must have universal event tracking implemented.

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• When a customer views a product.
• When a customer adds a product to a shopping cart.
• When a customer purchases a product.
• When a customer searches for a product.

How is a conversion rate defined?

• Number of clicks / Number of impressions as a %
• Number of conversions / Number of clicks as a %
• Number of clicks / Number of conversions as a %
• Number of impressions / Number of conversions as a %

An ad extension, if present, will always serve.

Maria-Jose wants to run a report to see impressions, impression percentage, and impression percentage lost to budget and lost to bid. Which report should Maria-Jose run?

• Share of Voice report
• Search Term report
• Negative keyword conflict report
• Billing Statement report

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

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

An ad title can contain 3 parts, each up to 30 characters long.

Jane knows that her campaigns will be more efficient if she improves her quality score. How can Jane do this?

• Improve her ad relevance.
• Improve the landing page experience.
• Increase her bids.
• Improve her expected click-through rate.

Contoso Vacations sells experiences in Mexico. Which of the following targeting opportunities are available to them with Microsoft Advertising?

• They can target selected postcodes in Mexico.
• They can target their ads to Mexico for local tourists.
• They can target their ads to people searching about Mexico.
• They can target selected IP addresses.

Phuong wants to see details of which queries have been triggering the ads in a campaign that has been running for a few weeks. Which report should Phuong run?

• Billing Statement report
• Share of Voice report
• Search Term report
• Negative keyword conflict report

Which of the following is true about Universal Event Tracking (UET)?

• It works as a ‘key’ that can unlock powerful Microsoft Advertising features.
• The UET tag records customer behavior on your website to send to Microsoft Advertising.
• You need to have 1 UET tag for conversion tracking, and a different UET tag for remarketing.
• UET is a piece of JavaScript code.

You can use the Google Import feature to import an in-market audience to your campaign.

At what level is auto-tagging with Microsoft Click ID enabled when creating a new Universal Event Tracking (UET) conversion goal?

• Ad group Level
• Keyword level
• Account level
• Campaign level

Responsive Search Ads can be imported from your Google Ads campaign.

Javier is interested in the performance of individual sites on the Microsoft Search Partner Network for his campaigns. What level of transparency can Javier get with Microsoft Advertising reporting?

• No transparency into the sites where his ads are serving.
• Full transparency into every site where his ads are serving.
• Only the performance on Bing.com.
• Only the performance on owned and operated (O&O) sites.

What does PPC stand for?

• Price-per click
• Pay-per campaign
• Price-per campaign
• Pay-per click

When using Google Import, which of the following may be modified automatically as part of the import process?

• Ad title
• Negative keyword match type
• Sitelink extensions
• Location target

What level or levels can ad targets be set?

• Campaign level
• Ad group level
• Keyword level
• Account level

Ashley’s Autos has placed a Universal Event Tracking (UET) tag on each of the pages on its website. Which of the following features needs this tag to function?

• Maximize clicks
• Remarketing
• Conversion tracking
• Target cost per acquisition bidding

• Text ads
• Labels
• Structured snippets
• Automated rules

• Ensure ads for that product are shown again to the buyer.
• Refresh within minutes.
• Have past buyers automatically added.
• Require customized universal event tracking set up correctly for that product.

Broad match keywords have the most potential for high impressions.

Willow Sporting Goods are concerned that a lot of their ads are being blocked from showing. They believe this is due to keywords that have been set up to prevent ads from being triggered by a certain word or phrase. Which report should they run?

• Share of Voice report
• Negative keyword conflict report
• Search Term report
• Billing Statement report

With conversion tracking, the only thing possible to track is when a customer actually purchases a product.

• Create a higher cost per acquisition compared to the same ads without remarketing in paid search.
• Connect with customers who have visited your website before.
• Create additional opportunities to re-engage with customers who have abandoned their shopping cart.
• Upsell or cross-sell to previous buyers.

For enhanced cost per click, which of the following is true about Universal Event Tracking (UET) with a conversion goal?

• UET is recommended
• UET is mandatory
• UET is only available in the US market
• UET is not possible

Report templates can be saved and scheduled to run automatically.

Dynamic Search Ads automatically target relevant search queries based on the content of your keyword list, and are dynamically created to respond to these keywords.

Cathleen wants to check that her Universal Event Tracking (UET) tag is functioning correctly on the website, ‘Cathleen’’s Musical Instruments’. Which of the following options would enable Cathleen to do this?

• Adding the UET Tag Helper browser extension into the Edge browser.
• Adding the UET Tag Helper browser extension in to the Chrome browser.
• Adding the UET Tag Helper browser extension into the Safari browser.
• Adding the UET Tag Helper browser extension into the Opera browser.

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

Shani’s Shoes is an online store where customers can buy running shoes. A number of customers are adding shoes to their cart, but then leave the site. Which of the following is a characteristic of Dynamic Marketing which Shani’s Shoes can take advantage of?

• Ads triggered by the keyword ‘shoes’ will be shown to the searcher.
• Ads featuring running shoes can be shown to the searcher.
• Ads featuring exactly the same pair of running shoes can be shown to the searcher.
• Standard campaign ads will be shown to searchers because they did not purchase the running shoes.

What should you know before importing a file in Microsoft Advertising Editor?

• The file data columns can be in any order.
• Files formated in .NUMBERS or .GSHEET are acceptable.
• You ensure that the file is closed.
• Excel or .csv file formats are acceptable.

Contoso Coffee chain of coffee shops is eager to ensure they bid on the brand keyword ‘Contoso Coffee’. Why?

• They specify an exact location.
• Matched queries are likely to be from customers interested in any coffee shop chain.
• They target a broad pool of shoppers.
• Brand keywords target a broad pool of customers interested in a product category or type.

How do you calculate average cost-per click?

• Total cost of all clicks / Total number of clicks
• Total number of impressions / Total cost of all clicks
• Total cost of all clicks / Total number of impressions
• Total number of clicks / Total cost of all clicks

Which of the following payment methods are allowed if using a post-pay threshold?

• PayPal
• Credit card
• Debit card
• Check

• Keyword Planner
• Google Import
• Campaign Settings
• Microsoft Merchant Center

Microsoft Advertising Editor allows you to work and make changes online only.

What are the words or phrases a user types into a search box referred to as?

• An impression
• A click
• A keyword
• A query

What are impressions?

• The number of times an ad has not been displayed on the search engine results page.
• The number of times an ad is clicked.
• The number of times a query is submitted.
• The number of times an ad has been displayed on the search engine results page.

Arlo has applied targeting at both the campaign level and ad group level to his campaign. Which level will take priority?

• No targeting will be applied due to the conflict.
• The ad group target is prioritized.
• The campaign target is prioritized.
• The effect will be cumulative.

Gail’s Gifts is choosing an automated bidding strategy. They want to have confidence that their bids are driving as much traffic to their website as possible while staying within their budget. Which bid strategy should they choose?

• Target cost per action
• Maximum conversions
• Maximize clicks
• Enhanced cost per click

Hitesh is running a search campaign for a major retailer and wants to remarket to previous site visitors. When doing this, Hitesh can target site visitors or cart abandoners, but not people who have actually made a purchase.

Microsoft Advertising saves your Google Ads sign-in information for easier access with other Google Imports.

Which of the following payment methods are allowed if using a post-pay threshold?

• Check
• PayPal
• Debit card
• Credit card

In general, the higher up on the Search Engine Results Page (SERP) your ad is the less likely it will be to clicked.

What is the maximum number of ad descriptions an advertiser can provide for their Responsive Search Ads?

• 4 ad descriptions
• 10 ad descriptions
• 15 ad descriptions
• 20 ad descriptions

Hitesh wants to see the number of impressions for each headline and description combination for his Responsive Search Ad (RSA). What type of report should Hitesh run?

• Performance report
• Asset report
• Targeting report
• Advanced Insights report

Which column is required as mandatory when uploading your Dynamic Search Ads page feed?

• Page URL
• Ad title
• Static headline
• Custom label

Susana has recently implemented Responsive Search Ads (RSAs) on search campaigns. To best understand the full impact of her RSAs, how soon after implementation should Susana measure their performance?

• 24 hours after implementation
• 1 to 7 days after implementation
• 7 to 14 days after implementation
• 15 to 30 days after implementation

Franz sells a wide variety of apparel. Franz’s goal is to dynamically insert data into text ads from a feed depending on certain circumstances. What ad type should Franz use?

• Responsive search ads
• Ad customizers
• Expanded text ads
• Product ads

Which of the following is not considered in calculating quality score?

• Landing page experience
• Bid
• Ad relevance
• Expected click-through rate

Saskia is running a search campaign for a major retailer and is writing ad copy. With remarketing, Saskia has the ability to show previous website visitors different ad copy to other people.

How is a click-through rate defined?

• Number of clicks / Number of conversions as a %
• Number of conversions / Number of clicks as a %
• Number of clicks / Number of impressions as a %
• Number of impressions / Number of clicks as a %

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

Exact match can also match to search queries that are minor variations of the keyword, or ‘close variants’.

Celine is a camera retailer who wants to create engaging ads with images of what products are sold from the catalog. What ad type should Celine use?

• Product ads
• Expanded text ads
• Responsive search ads
• Ad customizers

• When a user sees their ad.
• When a user lands on the advertiser’s site who has not clicked on their ad.
• When a user searches for ‘Norman’s Hardware’.
• When a user lands on the advertiser’s site after clicking on their ad.

Contoso Bikes wants to ensure that if one campaign is attracting a lot of traffic on a given day, it CAN take budget from other campaigns. Which budget type should they select?

Yandi’s online Bike Store is choosing an automated bidding strategy. They want to get as much conversion value and revenue as possible for given return on ad spend objective. Which bid strategy should they choose?

• Maximum conversions
• Target cost-per action
• Target impression share
• Target return on advertising spend

What is the maximum number of headlines an advertiser can provide for their Responsive Search Ads?

• 4 headlines
• 10 headlines
• 15 headlines
• 20 headlines

Tailspin Fences and Gates Inc. does not want its ad to display when a customer searches for ‘Bill Gates’. To avoid displaying an ad when a customer searches for ‘Bill Gates’, which Microsoft Advertising option should they select?

• Broad match
• Negative keyword
• Dynamic keyword insertion
• Audience targeting

Which of the following are Microsoft Advertising budgeting options?

• Multiple
• Individual
• Limited
• Shared

When will changes made in Microsoft Advertising Editor be reflected in your Microsoft Advertising account?

• When you post your changes.
• In real time as you make changes.
• Each time you complete an edit.
• When all accounts and/or campaigns have been downloaded.

• 10 lists
• 5 lists
• 3 lists
• 1 list

Why is it important to group relevant keywords together in an ad group?

• They can then trigger an ad from any ad group.
• They share the same ad or ads.
• So that those keywords appear in every ad.
• So you can bid the same amount for every keyword.

Unless you choose to opt-in, your campaign will be automatically opted-out of Microsoft Search Partner traffic.

Jack wants to provide a variety of headlines and descriptions so Microsoft Artificial Intelligence can automatically select the best combination. What ad type should Jack create?

• Responsive search ads
• Ad customizers
• Expanded text ads
• Product ads

Which levels can you apply website exclusions for the Microsoft -Search Partner Network?

• Campaign level
• Account level
• Ad group level
• Keyword level

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?

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

Maria has noticed that her ads are not appearing as high on the search engine results page as they used to. Which of the following could Maria do to improve her ads’ position?

• Rename her campaigns and ad groups
• Increase her bids
• Improve her ad relevance
• Improve the click-through rate by improving her ad copy

Nick’s Shirts and Ties wants to track a conversion each time someone makes a purchase on their website using a destination URL conversion goal. Which page should they specify as the destination URL to track this type of conversion?

• The purchase confirmation page
• The payment methods page
• The website home page
• The ‘cart’ or ‘basket’ page

Cesar’s online Jewelry Store is choosing an automated bidding strategy. Without constantly managing their bids, they want to specify the percentage of times their ad is displayed compared to their competitors in a given position on the search engine results page. Which bid strategy should they choose?

• Maximum conversions
• Target impression share
• Target cost-per action
• Maximize clicks

Ad group settings must inherit settings from the campaign level.