Microsoft Native & Display Advertising Certification Exam Answers

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Question 1: Tailspin Toys wants to use a CPA metric to measure the effectiveness of its display advertising campaigns. What does “CPA” stand for?

• Cost per ad
• Cost per action
• Cost per audience
• Cost per analysis

Question 2: Contoso Furniture is running an online campaign with video ads and paying on a CCPV basis. What does “cCPV” stand for?

• Clicks-per completed view
• Cost-per completed visit
• Cost-per completed view
• Clicks-per completed visit

Question 3: What are the ways in which you can add images to your ads that are extended to the Microsoft Audience Network through your search campaigns?

• Shutterstock
• Image extensions
• Auto-retrieval via the Internet
• Auto-retrieval via your website

Question 4: Online video ads are not classified as display advertising.

• True
• False

Question 5: Meredith is creating a Microsoft Audience Network campaign and is selecting images. Which of the following statements are Microsoft Audience Network image requirements that Meredith must adhere to?

• The image must be high resolution.
• The accepted file types are JPG, PNG, or GIF.
• The image must adhere to the Microsoft Audience Network policy.
• The text must be both embedded in and overlay the image.

Question 6: In dynamic remarketing, which of the following statements are true regarding past buyers lists?

• They are refreshed within minutes
• They ensure ads for that product are shown again to the buyer
• They require customized universal event tracking set up correctly for that product
• They have past buyers automatically added

Question 7: On the Microsoft Audience Network, which products do not require age targeting?

• Gambling
• Alcohol
• Fitness products
• Tattoos and body piercing

Question 8: Which of the following brand safe sites are included in the Microsoft Audience Network?

• Outlook.com
• MSN
• Microsoft Edge
• Microsoft.com

Question 9: Which signals are used to anchor relevancy for search campaigns expanded to the Microsoft Audience Network? Select all that apply.

• User’s credit card information
• Keywords
• Demographics
• Purchases

Question 10: Which of the following can you apply to your Microsoft Audience Network campaign?

• Sitelink extensions
• Dynamic text insertion
• Ad customizers
• Remarketing lists

Question 11: Which of the following statements are true of view through conversions? Select all that apply.

• It is based upon viewing an ad and a conversion happening later.
• It can help understand platform performance vs. other publishers.
• It is a powerful way to understand ad performance.
• It is a conversion that happens after a user clicks on an ad.

Question 12: You can obtain images for your Microsoft Audience Network campaigns using which resources? Select all that apply.

• Getty images
• Google import
• TikTok import
• Shutterstock images

Question 13: The Contoso Daily News newspaper is selling display ads on its website using the direct or guaranteed method of selling display advertising. Which statements describe this selling model? Select all that apply.

• Clients can choose the specific context or location.
• Individual impressions are sold through real-time bidding.
• It is sold through an agreement, contact, or insertion order.
• Packages are pre-sold and guaranteed.

Question 14: Which of the following are display advertising metrics? Select all that apply.

• Cost per page
• Cost per action
• Cost per click
• Conversion rate

Question 15: The Microsoft Audience Network has a partnership with Shutterstock to make images available for advertisers that do or do not have their own assets to use for their ads. Select whether the previous statement is true or false.

• True
• False

Question 16: Denise is running dynamic remarketing campaigns on the Microsoft Audience Network. She can also use this feature for her search campaigns. Select whether the previous statement is true or false.

• True
• False

Question 17: Frank is creating a shopping feed-based audience campaign for his online store, Frank’s Tools. After selecting ‘Create Campaign’ in the Microsoft Advertising User Interface, what should Frank select next? Select one option.

• Conversions in my website
• Visits to my website
• Sell products from your catalog
• Visits to my business location

Question 18: What is the aspect ratio of an ad?

• The ratio of dark to light
• The ration of light to dark
• The ratio of height to width
• The ratio of width to height

Question 19: With Microsoft Advertising, you can use dynamic remarketing for which of the following? Select all that apply.

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

Question 20: Nick is logged into the Microsoft Advertising User Interface and wants to import his campaigns from Facebook into the Microsoft Audience Network. What is the correct order in which these steps need to be taken to complete the import?

• Access the Import Tab in the Microsoft Advertising User Interface
• Select ‘Import from Facebook Ads’
• Sign in to your Facebook account
• Select your Facebook account

Question 21: In which of the following places are display ads shown? Select all that apply.

• New websites
• The ‘mainline’ of search engine results pages
• Mobile apps
• Social media websites

Question 22: Claudine wants to import campaigns from Facebook into the Microsoft Audience Network. Which targets can be imported using the Facebook Import tool? Select all that apply.

• Location
• Age
• Gender
• Audience lists

Question 23: Amanda is applying targeting to her Microsoft Audience Network campaign. Which types of bidding are available? Select all that apply.

• Bidding by name and email address
• Bid only
• Target and bid
• Cost per acquisition bidding

Question 24: Monica wants to view the performance of her Microsoft Audience Network campaigns. What are ways in which Monica can do this? Select all that apply. In the keyword planner.

• Reports in the reports tab
• In the UI campaign/ad group table grid
• On Microsoft.com

Question 25: Mike wants to use filters in reports to be able to view the performance of Audience Ads in the campaign performance report. Which column is added to be able to view this?

• Ad distribution
• Goal type
• Goal category
• Campaign type

Question 26: Tailspin Toys wants to use a CPA metric to measure the effectiveness of its display advertising campaigns. What does “CPA” stand for?

• Cost per audience
• Cost per ad
• Cost per analysis
• Cost per action

Question 27: When extending a search campaign to the Microsoft Audience Network, what is the maximum audience ads negative bid adjustment?

• -90%
• -50%
• -100%
• -10%

Question 28: Microsoft Audience Network brand-safe sites include MSN, Outlook.com and Microsoft.com.

• True
• False

Question 29: Microsoft Audience Network offers a detailed publisher report showing every domain driving traffic to your campaigns.

• True
• False

Question 30: To get started with the Microsoft Audience Network, Contoso Snacks will need a minimum of 3 images: a 1200 x 628, a 300 x 250, and a 728 x 90.

• True
• False

Question 31: Which buying models are used in the Microsoft Audience Network?

• Cost per acquisition
• Cost per click
• Cost per view (Video)
• Cost per thousand impressions

Question 32: What content is disallowed in the Microsoft Audience Network creative acceptance policy but allowed in the Search policy?

• Insurance
• Pharmaceuticals
• Surveillance
• Penny stocks

Question 33: In the direct or guaranteed method of selling display advertising, how is pricing set?

• The price varies by impression.
• The price is fixed and agreed upon.
• The price is set in real time.
• The price is set in an auction.

Question 34: In the programmatic method of selling display advertising, how is pricing set?

• The price of each impression is fixed and agreed upon.
• The price of each impression is guaranteed before the campaign.
• The price of each impression can vary significantly in a real time bidding auction.
• The price of each impression remains constant throughout the campaign.

Question 35: In which pricing model does an advertiser pay for every thousand impressions?

• Cost per view
• Cost per mille
• Cost per acquisition
• Cost per click

Question 36: Contoso Insurance is running a Microsoft Audience Network campaign and wants to see how they’re performing across a variety of devices. For which devices can they pull this performance data? Select all that apply.

• Desktops
• Smartphones
• Tablets
• Smart TVs

Question 37: Which of the following is a way to gather images for your Microsoft Audience Network campaign?

• Remarketing lists
• Expanded text ads
• Universal event tracking tags
• Shopping campaigns

Question 38: What are the primary lengths, or durations, of video ads?

• 6 seconds
• 15 seconds
• 30 seconds
• 60 seconds

Question 39: Contoso Fresh Food is running a Microsoft Audience Network campaign. When you click on one of their ads, where are you redirected?

• Sponsored content
• Contoso Fresh Food’s website
• A Bing search engine result page
• Sponsored articles

Question 40: Which of the following are best practices when setting up your campaign?

• Limit site and device exclusion at launch, and optimize after based on key performance indicators.
• Each campaign represents a specific audience you are targeting.
• Start with low bids and low daily budgets.
• Add 3 – 5 images per ad group.

Question 41: Contoso Cameras wants to run image based ads across the brand safe properties of the MSN website, the Microsoft Edge browser, and Outlook.com. Which ad solution from Microsoft Advertising should Contoso Cameras use? Select one option.

• Dynamic Search Ads
• Product ads with Microsoft Shopping
• Microsoft Audience Network Audience Ads
• Flyer extensions

Question 42: A unique audience target on the Microsoft Audience Network is LinkedIn Profile Targeting. Select all available LinkedIn targets. Select all that apply.

• Industry
• Company
• Job function
• Tenure

Question 43: What does vCPM stand for? Select one option.

• Viewable cost per mille
• Volume cost per mille
• Viewable cost per million
• Volume cost per million

Question 44: Why is the Microsoft Audience Network brand safe? Select all that apply.

• All ads follow strict Microsoft editorial guidelines.
• Integral Ad Science (IAS) protection is layered on.
• Ads serve alongside user generated content.
• There is full site transparency and opt-out functionality.

Question 45: Ayushi is creating a dynamic remarketing list for the Microsoft Audience Network. What is the membership duration range Ayushi can specify?

• 1 – 14 days
• 1-60 days
• 1- 90 days
• 1- 180 days

Question 46: A customer is searching for a new pair of running shoes. They add a pair of shoes to their cart but then leave the site. Which scenario occurs as a result of dynamic remarketing?

• Ads featuring the same pair of running shoes are shown to the customer.
• Ads showing shoes from a competitor are shown to the customer.
• Ads showing socks from the shoe company are shown to the customer.
• Ads featuring similar running shoes are shown to the customer.

Question 47: When using the Facebook import tool, you can import multiple campaigns at a time.

• True
• False

Question 48: Marco is interested in tracking when people who were shown an ad and didn’t click on it, but still went on to purchase at a later date. Using which feature in the Microsoft Audience Network can Marco track this?

• Segment functionality
• View through conversions
• Publisher website report
• The dimensions tab

Question 49: Where can you use the Facebook Import tool?

• Only in the United States
• All countries globally
• Only in the United States on Canada
• Countries where Microsoft Audience campaigns are available

Question 50: Contoso Carpets have previously run search campaigns, but now want to get started with native ads. What actions should they take before getting started on a Microsoft Audience Network campaign?

• Build a keyword list.
• Identify their key success metrics.
• Evaluate their bidding strategy.
• Gather their campaign images.

Question 51: How many types of Dynamic Remarketing lists are available to an advertiser?

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

Question 52: In the programmatic method of selling display advertising, which statements describe pricing?

• It is sold automatically through a digital marketplace.
• A set number of impressions is pre-sold.
• It takes place through an auction.
• Each impression can vary in price.

Question 53: Which of the following are forms of display advertising?

• Native ads
• Video ads
• Display ads
• Expanded text ads

Question 54: Contoso Fitness Company’s new Microsoft Audience Network campaign has been running for a few weeks and they want to review its performance. What are the ways in which they can do this?

• In Change History in the Microsoft Advertising User Interface
• Directly in the Microsoft Advertising User Interface in the campaign grid
• In Settings in the Microsoft Advertising User Interface
• Through the Reporting tab

Question 55: Why is display advertising effective?

• It builds brand awareness.
• It is a text-only format.
• You only ever pay when someone clicks on your ad.
• It drives conversions.

Question 56: What are common display advertising key performance indicators?

• Click-through rate
• Query shade
• Number search engine result page loads
• Number of impressions delivered