Microsoft Search Advertising Certification Exam Answers

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Question 1: Arlo has applied targeting at both the campaign level and ad group level to his campaign. Which level will take priority?

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

Question 2: 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
• App installs
• Universal event tracking custom event goal
• Universal event tracking destination URL conversion

Question 3: Ad group settings must inherit settings from the campaign level.

• True
• False

Question 4: Complete the following sentence by selecting 2 correct answers: With Microsoft Advertising, you can use Dynamic Remarketing…

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

Question 5: Microsoft Advertising allows you to import a keyword list from Google.

• True
• False

Question 6: 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?

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

Question 7: How is a conversion rate defined?

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

Question 8: Which of the following are Microsoft Advertising budgeting options?

• Individual
• Shared
• Limited
• Multiple

Question 9: When using Google import, which of the following may be modified automatically as part of the import process?

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

Question 10: 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

Question 11: 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

Question 12: What is an EXTA?

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

Question 13: 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

Question 14: You can use the Google Import feature to import an in-market audience to your campaign.

• True
• False

Question 15: 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 lit multiple categories of products or features with unique clickable link to each of these offerings.
• Callout ad extensions highlight deals for holidays and other special occasions.
• Callout ad extensions provide a call-to-action button in your text ad.

Question 16: What is the maximum number of headlines an advertiser can provide for their Responsive Search Ads?

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

Question 17: To pay with monthly invoicing, you will need to have a live insertion order set up.

• True
• False

Question 18: Which of the following is not considered in calculating quality score?

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

Question 19: What do past buyers lists do in a dynamic remarketing campaign?

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

Question 20: How many types of Dynamic Remarketing lists are available to an advertiser?

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

Question 21: Which of the following will not import using the Google import tool?

• Structured snippets
• Text ads
• Automated rules
• Labels

Question 22: What should you know before importing a file in Microsoft Advertising Editor?

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

Question 23: Gail’s Gifts is choosing an automated bidding strategy. They want to have confidence that their bids are driving as much traffic to their websites as possible while staying within their budget. which did strategy should the choose?

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

Question 24: Hitesh wants to see the number of impressions for each headline and description combination for his Responsive Search Ad (RSA). What type of reports should Hitesh run?

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

Question 25: How is a click-through rate defined?

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

Question 26: What are some benefits of using remarketing in your paid search campaign?

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

Question 27: 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

Question 28: 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.

• True
• False

Question 29: Contoso Hotels wants to ensure that excessive spend on one campaign does not take budget from other campaigns. Which budget type should they select?

• Individual
• Shared

Question 30: Which of the following payment methods are allowed if using a post-pay threshold?

• Debit card
• Check
• PayPal
• Credit card

Question 31: With conversion tracking, the only thing possible to track is when a customer actually purchases a product.

• True
• False

Question 32: An ad extension, if present, will always serve.

• True
• False

Question 33: 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 result page

Question 34: Contoso Pet Supplies wants their ad for the keyword ‘Can 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?

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

Question 35: What are the words or phrases a user types into a search box referred to as?

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

Question 36: Responsive Search ads can be imported from your Google Ads campaign.

• True
• False

Question 37: Which of the following is true about Universal Event Tracking (UET)?

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

Question 38: Willow Sporting Goods are concerned that a lot of their ads are being blocked from showing. The 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
• Search Term report
• Billing Statement report
• Negative Keyword conflict report

Question 39: 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?

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

Question 40: What level or levels can ad targets be set?

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

Question 41: Broad match keywords have the most potential for high impressions.

• True
• False

Question 42: 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 covert in your category.
• You must have universal event tracking implemented.
• You can create an ad group that will only serve to that audience

Question 43: 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.

• True
• False

Question 44: In general, the higher up on the Search Engine Result Page (SERP) your ad is the less likely it will be to clicked.

• True
• False

Question 45: Unless you choose to opt-in, your campaign will be automatically opted-out of Microsoft Search Partner traffic.

• True
• False

Question 46: Microsoft advertising saves your Google ads sign-in information for easier access with other google imports.

• True
• False

Question 47: 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?

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

Question 48: When will changes made in Microsoft Advertising Editor be reflected in your Microsoft Advertising account?

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

Question 49: 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 options should they choose?

• Bid only
• Target and bid

Question 50: Cathleen wants to check that three Universal Event Tracking (UET) gag 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 in to the Chrome browser.
• Adding the UET Tag Helper browser extension in to the Safari browser.
• Adding the UET Tag Helper browser extension in to the Edge browser.
• Adding the UET Tag Helper browser extension in to the Opera browser.

Question 51: 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 Dimensions, Network
• Using Segment, Top vs other
• Using Segment, Network
• Using Dimensions, Tip vs other

Question 52: 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 only available in the US market
• UET is not possible
• UET is mandatory

Question 53: 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.
• Only the performance on Bing.com.
• Only the performance on owned and operated (O&O) sites.
• Full transparency into every site where his ads are serving.

Question 54: What does SERP stand for?

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

Question 55: 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?

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

Question 56: What are some reasons why you would use page feeds for dynamic search ads?

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

Question 57: When is a customer removed from the Dynamic Remarketing list?

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

Question 58: Which levels can you apply website exclusions for the Microsoft search partner network?

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

Question 59: 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
• Negative keyword conflict report
• Search Term report
• Share of Voice report

Question 60: 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?

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