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Microsoft Advertising Certified Professional Exam Answers

Microsoft Advertising Certified Professional Exam Answers

Question 1: : With the Microsoft Audience Network the only targeting option available is keyword targeting. True or False? 

  • True
  • False

Question 2: 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

Question 3: 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

Question 4: 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

Question 5: In-Market Audiences are lists of potential customers curated by you, the advertiser. True or False?

  • True
  • False

Question 6: 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

Question 7: You want to track your search advertising spend over time. Which report group should you select?

  • Billing and budget
  • Targeting
  • Delivery
  • Editorial

Question 8: You cannot serve ads on the Microsoft Audience Network (MSAN) from search campaigns. True or false?

  • True
  • False

Question 9: Microsoft Advertising Editor allows you to work and make changes online only. True or False?

  • True
  • False

Question 10: Microsoft Advertising creates the lists of ready to buy customers for in market audiences. True or false?

  • True
  • False

Question 11: Which of the following are extensions offered by Microsoft Advertising

  • Action
  • App
  • Callout
  • Location
  • All of the above

Question 12: Microsoft Advertising will not use your Google Ads sign-in information for any purpose other than the import process. True or false?

  • True
  • False

Question 13: 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

Question 14: You can now receive billing alerts and monthly invoices via text message. True or false?

  • True
  • False

Question 15: 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

Question 16: With LinkedIn Profile Targeting, what are 2 of the factors you can target customers based on? (Select 2)

  • Company
  • Job Function
  • Name
  • email address

Question 17: 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

Question 18: You can find Quality Score data in your Performance Reports and Keywords list. True or false?

  • True
  • False

Question 19: The Microsoft Audience Network supports which two kinds of ad formats? Choose all that apply.

  • Image-based ads
  • TV ads
  • Feed-based ads
  • Twitter ads
  • All of the above

Question 20: Exact match can also match to search queries that are minor variations of the keyword or ‘close variants’

  • True
  • False

Question 21: 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

Question 22: In-market audiences can be imported from Google Ads campaigns. True or False?

  • True
  • False

Question 23: 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

Question 24: 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

Question 25: With Call Extensions you can do the following: (Select 2)

  • Display a phone number in your search ads on any PC, tablet or smartphone
  • Receieve 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

Question 26: 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

Question 27: What are two best practices for monitoring performance on the 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

Question 28: Microsoft Advertising Multi-user Access lets you use one username to access multiple customer shells. True or false?

  • True
  • False

Question 29: ‘Mobile phone ringtones’ is a phrase match for the keyword ‘mobile phone’. True or false

  • True
  • False

Question 31: An Expanded Text Ad can contain 3 ad titles, 2 ad descriptions and URL paths. True or false?

  • True
  • False

Question 32: If you have Universal Event Tracking (UET) enabled you can use it to verify website destination URL for Microsoft Shopping Campaigns. True or false?

  • True
  • False

Question 33: 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

Question 34: 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

Question 35: 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

Question 36: 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?

  • Remarketing
  • In-Market Audiences
  • LinkedIn Profile Targeting
  • All countries

Question 37: The Micrsoft Audience Network is an audience marketing solution powered by Microsoft audience intelligence and artificial intelligence. True or False?

  • True
  • False

Question 38: 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

Question 39: 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

Question 40: Each campaign you create will have its own ___________.

  • Unique settings
  • Account
  • Incremental bid
  • Dynamic text

Question 41: 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.

Question 42: 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

Question 43: Investment per device (desktops/laptops tablets and smartphones) can be controlled by bid modifiers within what range? (Select 2)

  • 900%
  • -1000%
  • 1000%
  • -100%

Question 44: 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

Question 45: 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

Question 46: Which delivery status is given to ads or keywords that violate Microsoft Advertising policies?

  • Ad paused
  • Pending editorial review
  • Disapproved
  • Eligible

Question 47: 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

Question 48: Which of the following can you apply a bid adjustment to?

  • Location
  • Time
  • Day
  • Device
  • All of the above

Question 49: 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.

Question 50: 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.

Question 51: 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

Question 52: 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

Question 53: Microsoft Advertising Editor can be used to manage campaigns and review performance metrics. True or false?

  • True
  • False

Question 54: 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

Question 56: How many managing customers can you grant access for on your account? (And likewise remove?)

  • 2
  • 3
  • 4
  • 5
  • 6

Question 57: What is the main advantage of using dynamic text in your ads?

  • Allows you to exceed the character limits for Microsoft Advertising ads.
  • Helps you find synonyms for the keywords you’ve chosen.
  • Displays ads only to customers most interested in purchasing.
  • Turns generic ads into custom ads.

Question 58: Exclusions you set at the ad group level will be applied to your entire campaign. True or false?

  • True
  • False

Question 59: 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

Question 60: 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

Question 61: The Multi-user Access bulk workflow prevents you from setting up multiple consolidated logins at once. True or false?

  • True
  • False

Question 62: Which bid strategies require conversion tracking to be set up? Choose all that apply.

  • Manual
  • Enhanced CPC
  • Target CPA
  • Maximize Clicks
  • Maximize Conversions

 Question 63: 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 day
  • Your ads will continue to show regardless of the daily budget cap.

Question 64: 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

Question 65: 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

Question 66: 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

Question 67: Page feeds can’t support URLs for Dynamic Search Ads campaigns in a spreadsheet format. True or false?

  • True
  • False

Question 68: 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

Question 69: Which Microsoft Advertising policies must advertisers adhere to? 

  • Video
  • Images
  • Audio
  • None of the above
  • All of the above

Question 70: 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

Question 71: 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

Question 72: Price Extensions are ad extensions that display product reviews. True or false?

  • True
  • False

Question 73: 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

Question 74: 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

Question 75: 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

Question 76: With Microsoft Advertising Editor you can export what level of data?

  • Entire account
  • Individual campaigns
  • Specific ad groups
  • All of the above

Question 77: Microsoft Advertising Editor is the only place to use the Google Ads Import tool. True or false?

  • True
  • False

Question 78: Remarketing audiences allow you to serve ads to previous visitors of your website. True or false?

  • True
  • False

Question 79: Which of the following can be imported with Google Import? (Select 3)

  • Keywords
  • Labels
  • Bids
  • Automated Rules
  • Billing Information

Question 80: 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

Question 81: 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

Question 82: 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.

Question 83: 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

Question 84: Which of the following are Microsoft Advertising match types. (Select 3)

  • Broad Match
  • Close Match
  • Phrase Match
  • Exact Match
  • Enhanced Match

Question 85: You can adjust bids so ad spend will go toward the best performing devices. True or false?

  • True
  • False

Question 86: 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

Question 87: 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 reports>dimensions
  • Run performance reports
  • Separate audience campaigns
  • None of the above

Question 88: 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

Question 89: 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

Question 90: It is possible to use Microsoft Advertising Editor on a Mac. True or False?

  • True
  • False

Question 91: 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

Question 92: 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

Question 93: 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

Question 94: Which of the following aspects of Microsoft Advertising Editor UI can you customize?

  • Default keyword bids at the ad-group level
  • Summary Grid columns
  • Demographic targets for campaigns
  • Device targets for ad groups
  • All of the above

Question 95: It is not possible to copy a campaign from one account to another within Microsoft Advertising Editor. True or false?

  • True
  • False

Question 96: 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

Question 97: Which Microsoft Advertising Editor function would you use to create a custom filter?

  • Advanced search
  • Find and replace
  • Match types
  • None of the above

Question 98: Which of the following are extensions offered by Microsoft Advertising?

  • Action
  • App
  • Callout
  • Location
  • All of the above

Question 99: 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

Question 100: What are two methods to import a file in Microsoft Advertising Editor? (Select 2)

  • Excel
  • CSV file
  • Google Ads
  • Default settings

Question 101: 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

Question 102: 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

Question 103: The ‘Target and Bid’ audience target setting will narrow your ad’s audience. True or False?

  • True
  • False

Question 104: 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

Question 105: 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

Question 106: The Competition tab in Microsoft Advertising gives you what two functionalities? (Select 2)

  • Product title naming
  • Auction Insights
  • Deeper insights and actions
  • Bidding
  • Google Import

Question 107:You can copy campaigns from Google Ads into Microsoft Advertising using the Google Import tool. True or false? 

  • True
  • False

Question 108: What level of data can you export in Microsoft Advertising Editor?

  • Entire accounts
  • Individual campaigns
  • Specific ad groups
  • All of the above

Question 109: 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

Question 110: Automated rules can only be applied at the account level. True or false?

  • True
  • False

Question 111: 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

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