Exam Name: Microsoft Search Advertising
Exam URL: https://learningmanager.adobe.com/app/learner?accountId=1#/certification/76409
- 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?
- Norman’s Hardware wants to remarket to people who have visited Normanshardware.com. They have already implemented the Universal Event Tracking (UET) tag on the site and created a remarketing list. At what point will Microsoft Advertising add a site visitor to their remarketing list?
- Louis running a search campaign for a major retailer and wants to remarket to previous site visitors. When doing this, Louis can target site visitors or cart abandoners, but not people who have actually made a purchase.
- Kat’s Clothes online store has a remarketing list of site visitors applied to a campaign. They want their ads to appear to all potential customers, but apply a positive bid adjustment for customers on the remarketing list. Which targeting option should they choose?
- Exact match can also match to search queries that are minor variations of the keyword, or ‘close variants’.
- Complete the following sentence by selecting two correct answers: With Microsoft Advertising, you can use Dynamic Remarketing…
- Microsoft Advertising allows you to import a keyword list from Google.
- Why is it important to group relevant keywords together in an ad group?
- Arlo has applied targeting at both the campaign level and ad group level to his campaign. Which level will take priority?
- 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?
- How is a conversion rate defined?
- There are two ad distribution settings in the Microsoft Advertising network. Which setting does Microsoft Advertising recommend?
- An event goal conversion can be best defined as which of the following?
- Sarbjit wants to research keywords, compare impression share, and customize bids. Which Microsoft Advertising tool should Sarbjit use?
- A click on an ad extension incurs an additional charge to a normal click.
- What should you know before importing a file in Microsoft Advertising Editor?
- Ad group settings must inherit settings from the campaign level.
- 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?
- What does a Callout ad extension provide?
- Jane knows that her campaigns will be more efficient if she improves her quality score. How can Jane do this?
- What are the ways in which you can target your ads?
- 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?
- An ad title can contain three parts, each up to 30 characters long.
- 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?
- Contoso Hotels wants to ensure that excessive spend on one campaign does not take budget from other campaigns. Which budget type should they select?
- Which of the following will not import using the Google Import tool?
- Dynamic Search Ads automatically target relevant search queries based on the content of your website, and are dynamically created to respond to these search queries.
- 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?
- What are the words or phrases a user types into a search box referred to as?
- 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.
- 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.
- What are impressions?
- How many types of Dynamic Remarketing lists are available to an advertiser?
- 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?
- What does SERP stand for?
- 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?
- For enhanced cost per click, which of the following is true about Universal Event Tracking (UET) with a conversion goal?
- With conversion tracking, the only thing possible to track is when a customer actually purchases a product.
- What are some reasons why you would use page feeds for dynamic search ads?
- What level or levels can ad targets be set?
- 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?
- When using Google Import, which of the following may be modified automatically as part of the import process?
- 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?
- 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?
- At what level is auto-tagging with Microsoft Click ID enabled when creating a new Universal Event Tracking (UET) conversion goal?
- 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?
- When is a customer removed from the Dynamic Remarketing list?
- What is the maximum number of headlines an advertiser can provide for their Responsive Search Ads?
- 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?
- Which of the following are Microsoft Advertising budgeting options?
- What are the benefits of using in-market audiences?
- What are some benefits of using remarketing in your paid search campaign?
- Kari’s Clothes online store has a remarketing list of site visitors applied to a campaign. For this campaign, they only want their ads to appear to customers on the remarketing list. Which targeting option should they choose?
- 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?
- Which of the following are the three stages of Microsoft Advertising search partner optimization?
- 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?
- Microsoft Advertising Editor allows you to work and make changes online only.
- Report templates can be saved and scheduled to run automatically.
- Which domains are included in the “Microsoft sites and select partner traffic” ad distribution setting?
- Which of the following payment methods are allowed if using a post-pay threshold?
- Microsoft Advertising saves your Google Ads sign-in information for easier access with other Google Imports.
- An ad extension, if present, will always serve.
- What do past buyers lists do in a dynamic remarketing campaign?
- 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?
- 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?
- When will changes made in Microsoft Advertising Editor be reflected in your Microsoft Advertising account?
- How do you calculate average cost-per click?
- 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?
- In general, the higher up on the SERP your ad is the less likely it will be to clicked.
- Broad match keywords have the most potential for high impressions.
- Which column is required as mandatory when uploading your Dynamic Search Ads page feed?
- Reporting is offered on the syndicated search partner domains where your ads have served.
- To pay with monthly invoicing, you will need to have a live insertion order set up.
- What is the maximum number of ad descriptions an advertiser can provide for their Responsive Search Ads?
- Which of the following is true about Universal Event Tracking (UET)?
- 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?
- 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?
- 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?
- Contoso Coffee chain of coffee shops is eager to ensure they bid on the brand keyword ‘Contoso Coffee’. Why?
- Responsive Search Ads can be imported from your Google Ads campaign.
- Contoso Pet Supplies wants their ad for the keyword ‘Cat Snaxxx’ triggered when a user searches either of the individual words in any order, or words related to Cat or Snaxxx. Which match option should they choose?
- You can use the Google Import feature to import an in-market audience to your campaign.
- 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?
- How is a click-through rate defined?
- Which of the following is not considered in calculating quality score?
- 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?
- Contoso Vacations sells experiences in Mexico. Which of the following targeting opportunities are available to them with Microsoft Advertising?
- 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?
