Microsoft Advertising Certified Professional Exam Answers

Microsoft Advertising Exam Details:

Questions: 100 questions (1st time) or 50 questions if you pass and retake (Microsoft Advertising Certified Professional Renewal Exam)
Time limit: You have unlimited time to complete the exam
Pass rate: 80% or higher to pass
Retake period: If you don’t pass the assessment, you can take it again
Validity Period: 12 Months

Microsoft Advertising Certified Professional Exam Answers

Some questions:

When creating an ad for a standard (non static-headline) Dynamic Search Ads campaign, which input is required from you?

Description
Final URL
Keywords
Headline

Microsoft Advertising creates the lists of ready to buy customers for in market audiences. True or false?

True
False

Which of the following are extensions offered by Microsoft Advertising?

Action
App
Callout
Location
All of the above

With LinkedIn Profile Targeting, what are 2 of the factors you can target customers based on? (Select 2)

Company
Job Function
Name
email address

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

True
False

‘Mobile phone ringtones’ is a phrase match for the keyword ‘mobile phone’. True or false

True
False

The Microsoft Audience Network is an audience marketing solution powered by Microsoft audience intelligence and artificial intelligence. True or False?

True
False

Which of the following can be imported with Google Import? (Select 3)

Keywords
Labels
Bids
Automated Rules
Billing Information

Which of the following are Microsoft Advertising match types. (Select 3)

Broad Match
Close Match
Phrase Match
Exact Match
Enhanced Match

The ‘Target and Bid’ audience target setting will narrow your ad’s audience. True or False?

True
False

It is possible to use Microsoft Advertising Editor on a Mac. True or False?

True
False

Microsoft Advertising Editor supports which of the following:

Campaign level audience associations
Audience exclusions & structured snippet extensions
Account level extension associations & dynamic search ad support
None of the above
All of the above

Which of the following types of bidding do we have at Microsoft Advertising for search advertising

Enhanced CPC
Maximize Clicks
Target and Bid on demographics
Maximize Conversions
Target CPA

Which of the following can you apply a bid adjustment to?

Location
Time
Day
Device
All of the above

===

A broad match modiﬁer tells Microsoft Advertising that a speciﬁc word or words must be present in a search query in order for your ad to display. True or False?

True
False

The Microsoft Audience Network supports which two kinds of ad formats? Choose all that apply.

Image-based ads
TV ads
Feed-based ads
Facebook ads
All of the above

The Microsoft Advertising Intelligence Excel plugin is a free tool for keyword research. True or false?

True
False

You can save time and effort with the Google Merchant Center (GMC) Import if you have_________________________________________________________________________________ up and running.

Microsoft Shopping Campaigns
The Microsoft Graph
Google Merchant Center
Microsoft Merchant Center
All of the above

Search syndication and distribution is when a search engine provides its services to a third-party in need of search capabilities for their digital properties. True or false?

True
False

Which elements in the Microsoft Advertising Quality Score formula should you use to determine the best ways to optimize your ads?

Expected click-through rate
Ad relevance
Landing page experience
All of the above

In-Market Audiences are lists of potential customers curated by you, the advertiser. True or False?

True
False

You can copy campaigns from Google Ads into Microsoft Advertising using the Google Import tool. True or false?

True
False

Choose 3 targeting options that would allow you to serve ads to potential customers who meet speciﬁc criteria.

Remarketing
In-Market Audiences
LinkedIn Proﬁle Targeting
All countries

You want to track your search advertising spend over time. Which report group should you select?

Billing and budget
Targeting
Delivery
Editorial

If you have Universal Event Tracking (UET) enabled, you can use it to verify and create your store in Microsoft Merchant Center. True or false?

True
False

A best practice for updating UET tags on your website is:

Apply sitewide tagging of your UET tag (including all ad landing pages)
Use only the JavaScript version of your UET tag
Don’t place your UET tag within an iFrame
Incorporate all relevant event parameters into your UET tag
All of the above

Microsoft Advertising Editor allows you to work and make changes online only. True or False?

True
False

Which of the following variables can be used to target your ads and keywords? Choose all that apply.

Location
Time
Date
Device type
Final URL

The only way to use Hotel Ads is to sign up with your account manager. True or false?

True
False

What are two best practices for monitoring performancethe Microsoft Search Partner Network (Syndication)? (Select 2)

Analyze the publisher report
Add website exclusions for poor-performing sites
Check your budget once a month
Don’t pay attention to fraudulent clicks

You cannot serve ads on the Microsoft Audience Network (MSAN) from seh campaigns. True or false?

True
False

Keyword Planner is a research tool that provides which kinds of insight?

Search capabilities by landing page URL
Compare your ad impression share to your competitors
Customize your individual ad group and keyword
Look at keyword search volume for a speciﬁed time
All of the above

When using Dynamic search ads, what happens after you create speciﬁc ad text for your relevant targets?

Description
Final
URL
Path
Headline

You can ﬁnd Quality Score data in your Performance Reports and Keywords list. True or false?

True
False

The Microsoft Advertising Editor keyword research feature can help you:

Expand keyword or negative keyword lists
Target the most relevant audience
Get bid estimates
All of the above

The Microsoft Audience Network is an advertising solution powered by the Microsoft Graph and Artiﬁcial Intelligence. True or False?

True
False

An Expanded Text Ad can contain 3 ad titles, 2 ad descriptions and URL paths. True or false?

True
False

What are some Microsoft Advertising guidelines to use in order to avoid common editorial disapprovals?

Intellectual property & counterfeit, pharmacy and health care & adult content
Gambling and contests, online fraud & ﬁnancial products
Weapons and weapon-related products, political ads & under 18 users
Use special characters and emojis
All of the above

With Call Extensions you can do the following: (Select 2)

Display a phone number in your search ads on any PC, tablet or smartphone
Receive calls from customers who click or dial the number in your ad
Have an answering service call back customers
Receive international calls any time of day

How might using Multi-User Access for sign up be useful for your agency or business?

To grant partner access to ﬁles
To onboard new clients who are not in Microsoft Advertising
To perform an exit interview with a former client To intake and host necessary data
All of the above
None of the above

Which of the following ideas should you consider implementing when writing your ad?

Describe what sets your product apart
List the price of your product or service
Include a call to action
Adding special characters and emojis
All of the above

With the Microsoft Audience Network, the only targeting option available is keyword targeting. True or False?

True
False

What key strategies might an advertiser use Microsoft Advertising Intelligence for?

Keyword expansion
Webpage analysis
Cross-border expansion
Ad copy recommendations
All of the above

You can now receive billing alerts and monthly invoices via text message. True or false?

True
False

With LinkedIn Proﬁle Targeting, you can target customers based on what criteria?

Company
Job
Name
All of the above

How many UET tags must you place on your site to track multiple campaigns?

One tag per campaign
One tag per Ad Group
One tag per Account
One tag per website

Microsoft Advertising Scripts are JavaScript-based actions you can to build to analyze, change, or delete items in your account based on custom criteria. True or False?

True
False

Best practices for using automated bid strategies include the following: (Select 2)

Use maximum and minimum CPC limits or bid estimates
Set up a bid strategy and forget about it
Use all bidding strategies all of the time
Monitor performance at least once per week

With pay-per-click search advertising, when are you charged?

Each time your ad is displayed on the search results page.
Each time a customer makes a purchase from your website.
When your ad goes live.
Each time a customer clicks your ad.

What are the campaign and image limits with Google Import for Audience Campaigns?

10,000 campaigns and 2,000 images per import operation
20,000 campaigns and 3,000 images per import operation
5,000 campaigns and 1,000 images per import campaign
30,000 campaigns and 4,000 images per campaign
None of the above

What needs to happen before you import Custom Audiences into Microsoft Advertising for remarketing?

You must ﬁrst click on the Audiences tab.
You must decide between Bid only or Target and bid in settings.
Your data management provider must connect to the Microsoft Advertising custom audience feature.
You must adjust the Default bid adjustment.
None of the above

Which components are required for a Microsoft Advertising expanded text ad? Choose all that apply.

Titles
Company name
Descriptions
Targeting
Final URL
URL paths

Which delivery status is given to ads or keywords that violate Microsoft Advertising policies?

Ad paused
Pending editorial review
Disapproved
Eligible

Microsoft Advertising Intelligence allows you to build multiple types of reports. True or false?

True
False

Microsoft Advertising Editor can be used to manage campaigns and review performance metrics. True or false?

True
False

How many levels of organization are contained within the Hotel Ads structure?

Which ad extension could help to boost ad performance by including a button with your ad?

Callout Extensions
Structured Snippet Extensions
Review Extensions
Action Extensions

What are beneﬁts of Syndication? Choose all that apply.

You can expand your reach and get more clicks with a new, high-quality audience.
You can serve video ads.
Microsoft Advertising has controls in place to help keep the quality you expect.
CPCs on the Microsoft Advertising syndication partner network are generally lower.
All of the above

What level of data can you export in Microsoft Advertising Editor?

Entire accounts
Individual campaigns
Speciﬁc ad groups
All of the above

A Custom Audience is a type of remarketing list. What is NOT required to set this up?

Universal Event Tracking (UET)
Data management provider (DMP) access
First-party customer data
Software integration

LinkedIn Proﬁle Targeting when used with ‘Target and Bid’ target setting will narrow your ad’s audience. True or False?

True
False

Before you create product ads in a shopping campaign, you must ﬁrst do what? Choose all that apply.

Create a Product Catalog
Claim your domain name and verify your URL
Import your Excel ﬁle
Export your CSV ﬁle

What are tactics to use in improving your PPC campaign performance? Choose all that apply.

Keyword optimization
Ad testing
Audience targeting
Blog writing
All of the above

You want to determine which ads lead to clicks and conversions, and which are not performing. Which type of report should you select?

Campaign report
Ad report
Keyword report
Search term report
Ad group report

If you set a daily budget too low for the traﬃc generated by your keywords what might happen?

Microsoft Advertising will automatically recalculate a higher daily budget for your campaign
Microsoft Advertising might not allow you to change your daily budget and keyword bids
You might deplete your campaign’s daily budget before the end of the dayYour ads will continue to show regardless of the daily budget cap.

Which of the following might generate invalid clicks? (Select 2)

Trademark infringement
Search engine robots
Fraudulent activity
Increased clicks due to recent news about your company

Investment per device (desktops/laptops, tablets and smartphones) can be controlled by bid modiﬁers within what range? (Select 2)

900%
-1000%
1000%
-100%

What is a keyword bid?

Speciﬁes the number of times your ad is displayed in a given month.
Speciﬁes the maximum price you are willing to pay each time someone clicks your ad.
Speciﬁes how closely a search query must match your keyword.
Speciﬁes what price you must pay for your keywords in order to reach position one.

Where might your Microsoft Audience Ads be displayed?

Google.com
Web destinations like MSN, Microsoft Edge, and Microsoft Outlook
Bing.com
Trusted partner websites
None of the above

Exclusions you set at the ad group level will be applied to your entire campaign. True or false?

True
False

The Multi-user Access bulk workﬂow prevents you from setting up multiple consolidated logins at once. True or false?

True
False

Universal Event Tracking (UET) is a mechanism for advertisers to do what?

Determine your campaign conversion goals.
Use a UET Tag Helper to reach your ROI goals.
Report user activity on their websites to Microsoft Advertising
None of the above

Coho Winery wants their ad to display for the keyword cabernet sauvignon only when a customer’s search query matches their keyword exactly, including some close variants, with no extra words. Which keyword match option should they select?

Broad match
Exact match
Phrase match
Negative keyword

Which of these Scripts options are available to you in Microsoft Advertising?

Reuse your Google Ads scripts by copying and pasting Finding a predeﬁned script within the reference documents.
Enabling complex operations through writing your own customized JavaScript code Manage your scripts under Logs in the main Scripts page
All of the above

Dynamic Search Ads are most appropriate for which two types of advertisers? (Select 2)

Top tier agencies
New account managers
Advertisers who have a large number of webpages
Advertisers who want to discover new search queries

Each campaign you create will have its own ___________.

Unique settings
Account
Incremental bid
Dynamic text

Why is it important to choose the right keywords? (Select 2)

Prevents your campaign from being paused
Helps more customers ﬁnd your ads.
Drives more relevant traﬃc to your website.
Lowers your incremental bids.

How do bid adjustments (modiﬁers) affect the display of your ad?

They trigger the display of your ad when terms in your keyword appear in any order in the search query. They cause a word or phrase to be inserted at display time into the ad.
They affect the number of times your ad is displayed in a given month.
They increase the likelihood that your ads are displayed in a better position to customers who meet your targeting criteria.

The Negative Keywords Conﬂicts report provides useful information about how negative keywords may be reducing campaign effectiveness. This report returns which of the following information? (Select 2)

Determine if your ad and keyword are receiving impressions
How many impressions were lost because of the conﬂict
Which keywords and negative keywords are conﬂicting
Whether the conﬂict is at the campaign or ad group level

A visitor to the Baldwin Museum of Science website signs up to receive its newsletter. What is this customer action called?

Link
Pay-per-click
Conversion
Click-through

In order for LinkedIn Proﬁle Targeting to work, people must meet which criteria? (Select 2)

User must be on Bing
User must be on Facebook
User must have a LinkedIn ID
User must work for a large corporation
User must work in advertising

What do you call words or phrases that trigger ads when they match a customer’s search query?

Keywords
Targeting criteria
Ad group
None of the above

Which reports would you pull to better understand how Sitelinks are impacting campaign performance? Choose all that apply.

Ad extension by keyword
Ad extension by ad
Ad extension details
Call forwarding detail
All of the above

Where can you review and update credit card information within Microsoft Advertising?

Accounts tab
Payment Methods tab
Campaign tab
Opportunities tab
None of the above

Price Extensions are ad extensions that display product reviews. True or false?

True
False

Trey Research sells vegetable seeds and does not want its ad to display when a customer searches for ﬂower seeds. To avoid displaying an ad when a customer searches for ﬂower seeds, which Microsoft Advertising option should they select?

Broad match
Audience targeting
Param 3
Negative keyword

With Hotel Ads, how can you upload your bids, bid multipliers, and hotel group associations in bulk? (Select 3)

In the Microsoft Hotel Center UI
With Google Import
In the Hotels API Using CSV upload
In the Microsoft Graph

With Microsoft Advertising Editor, you can export what level of data?

Entire account
Individual campaigns
Speciﬁc ad groups
All of the above

What is the best question to ask yourself when considering how to create a positive landing page experience?

Is it relevant?
Is it transparent?
Is there ease of navigation?
Can users ﬁnd what they are searching for?
All of the above

What are two ways you can take advantage of audience targeting? (Select 2)

Create Remarketing Audience lists
Associate In-Market Audiences to your campaigns
Manage your Shopping campaigns
Adjust keyword bids

To optimize your product feeds no matter the priority or ﬁlter, you must make sure to take the following actions: (Select 2)

Regularly upload product, price and promotion updates in your product feed
Use generic labels
Use high quality images
Use negative keywords

Which Microsoft Advertising functionality policies must advertisers adhere to?

Video
Images
Audio
None of the above
All of the above

Building remarketing lists with the UET tag allows advertisers to target their audience for which purpose? Choose all that apply.

Target audiences based on website visits
Exclude audiences based on website activity
Increase ad spend
Validate a tag

Microsoft Advertising Editor is the only place to use the use the Go. True or false?

True
False

Microsoft Advertising Editor is the only place to use the use the Google Ads import tool. True or false?

True
False

With Google Import, you can decide if you’d like to import all existing and new campaigns from Google Ads or just speciﬁc campaigns. True or false?

True
False

Automated rules can only be applied at the account level. True or false?

True
False

What are the beneﬁts of having an upgraded URL?

They separate the landing page URL from the tracking or URL parameters. Your ad doesn’t have to go through another editorial review.
The character limits are increased.
You can add URL parameters and custom parameters to your tracking template.
All of the above

Page feeds can’t support URLs for Dynamic Search Ads campaigns in a spreadsheet format. True or false?

True
False

In Microsoft Advertising, which customer actions are considered conversions? (Select 3)

Completing a transaction
Performing a search query on Bing
Purchasing a product or service
Filling out a registration form
Viewing an ad

In addition to reviewing the Recommendations tab, how else might you ﬁnd data for optimizing your campaigns? Choose all that apply.

Conﬁgure devices
Check out the dimensions tab
Run performance reports
Separate audience campaigns
None of the above

It is possible to bulk edit and manage multiple accounts using a Mac. True or False?

True
False

Microsoft Advertising Editor allows you to import your Google Ads campaigns directly into the Editor, make changes, and post them. True or false?

True
False

What are the three categories of attributes for ad customizer feeds?

Custom, targeting, standard
Location, device, search query
Gender, geographical location, purchasing pattern
Tracking, bids, UET tag

If you are unable to ﬁnd your ad in the Bing search results pages, why should you ﬁrst examine the Impressions column in the Microsoft Advertising data summary tables?

It tells you why your ad has been disapproved
It tells you whether your campaign is active
It shows the total number of clicks your ad has received
It tells you if your ad is being displayed, even if you can’t ﬁnd it

What Microsoft Advertising feature allows you to specify how closely a customer’s search query must match your keyword before your ad is displayed?

Website exclusions
Keyword match types
Targeting
Incremental bidding

With search advertising, what happens when a customer clicks your ad? (Select 2)

You are charged if the customer makes a purchase.
You are charged for the click.
The user lands on your website
The user lands on your competitor’s website

You can also use MAI to conduct international research by populating which boxes? Choose all that apply.

Country/region
Language Demographic
Gender
None of the above

Which column in the Microsoft Advertising data summary table tells you the pre- and post-auction status of your campaign?

Status
Impressions
Click-through rate
Delivery

It is not possible to copy a campaign from one account to another within Microsoft Advertising Editor. True or false?

True
False

Recent updates to the Microsoft Advertising Editor are the following:

Campaign level audience associations
Audience exclusions & structured snippet extensions
Account level extension associations & dynamic search ad support
None of the above
All of the above

Which Microsoft Advertising Editor function would you use to create a custom ﬁlter?

Advanced search
Find and replace
Match types
None of the above

What are two methods to import a ﬁle in Microsoft Advertising Editor? (Select 2)

Excel
CSV ﬁle
Google Ads
Default settings

Microsoft Advertising will not use your Google Ads sign-in information for any purpose other than the import process. True or false?

True
False

In-market audiences can be imported from Google Ads campaigns. True or False?

True
False

Microsoft Advertising includes robust research and reporting tools to help you identify potential areas for campaign improvement. What is it called when you improve your campaign based on the results of these tools?

Targeting
Pay-per-click
Optimization
Incremental keyword bidding

What is an example of layering remarketing with audience exclusions?

Travel advertisers: Bid boost my ad to users who (+) added a ﬂight to their cart but have (-) not yet purchased it Banking advertisers: Show my ad to users who have (-) not logged in as a current customer
Retail advertisers: Bid boost my ad to users who have (+) been to the site in last 30 days but (-) not in the last 7 days
None of the above
All of the above

What is the main advantage of using dynamic text in your ads?