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Microsoft Advertising Certified Professional

Exam Answers


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

  • True
  • False

Microsoft Advertising supplies the curated list of potential customers for in-market audiences. True or False

  •  True
  • False

With the Microsoft Audience Network, the only targeting option available is keyword targeting. 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

Keyword Planner is a keyword 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

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

  • True
  • False

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

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

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

  • True
  • False

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

  • True
  • False

You can serve ads on the Microsoft Audience Network (MSAN) from search campaigns. True or false?

  • True
  • False

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

  • True
  • False

What are two best practices for monitoring performance in Syndication networks? (Select 2)

  • Study your ads’ performance
  • Adjust as needed
  • Check your budget once a month
  • Don’t pay attention to fraudulent clicks

Choose 2 targeting options that would allow you to better serve ads to potential customers who meet specific criteria.

  • Age/gender
  • In-Market audiences provided by Microsoft Advertising
  • All time zones
  • All countries

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

  • Image-based ads
  • Shopping cart ads
  • Feed-based ads
  • Facebook ads
  • All of the above

You cannot copy campaigns from Google Ads into Microsoft Advertising using the Google Import tool. True or false?

  • True
  • False

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

  • True
  • False

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

  • Billing and budget
  • Targeting
  • Delivery
  • Editorial

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
  • None of the above
  • All of the above

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

  • True
  • False

What is the key tactic in optimizing your PPC ads?

  • Keyword optimization
  • Ad optimization
  • Targeting optimization
  • None of the above
  • All of the above

Which ad extension will help boost ad performance by highlighting products and services? Choose all that apply.

  • Callout Extensions
  • Structured Snippet Extensions
  • Review Extensions
  • All of the above

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

  • Universal Event Tracking
  • Data management provider access
  • First-party customer data
  • Software integration

Exclusions you set at the campaign level will always cascade down to all of the ads in your campaign,  regardless of ad group settings. True or false?

  • True
  • False

Device investment (desktops/laptops, tablets and smartphones) can be controlled by bid modifiers of: (Select 2)

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

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.

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 bid strategies are currently available for bid optimization? Choose all that apply.

  • Manual
  • Enhanced CPC
  • Target CPA
  • Maximize Clicks and Conversions
  • All 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
  • Phrase match
  • Exact match
  • Negative keyword

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

Looking at traffic history is one way to improve your bidding strategy. True or false?

  • True
  • False

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

You can adjust your bidding so ad spend will go toward the best performing devices. True or false?

  • True
  • False

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

Microsoft Advertising Editor allows customers to use the Google Import tool to schedule and sync imports from Google Ads campaigns automatically. True or false?

  • True
  • False

Which Microsoft Advertising functionality policies must advertisers adhere to?

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

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.

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

Page feeds can’t support URLs for dynamic search ads campaigns in a spreadsheet format. True or false?

  • True
  • False

Which ad extension report allows you to track how your business attracts customers across PCs, tablets and mobile devices? Choose all that apply.

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

Audience remarketing is a good way to select the appropriate customers to see your ad. True or false?

  • True
  • False

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

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

A tracking tag (UET tag) is designed to help advertisers target their audience for which purpose? Choose all that apply.

  • Target audiences using remarketing in paid search.
  • Exclude audiences based on website behavior
  • Increase ad spend
  • Validate a tag

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

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

The Competition tab in Reporting gives you what two functionalities? (Select 2)

  • Product title naming
  • Auction Insights
  • Recommendations
  • Bidding
  • Google Import

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

  • Status
  • Impressions
  • Click-through rate
  • Delivery

When using Microsoft Advertising Intelligence, you should include what metrics in running a report?

  • Quality Score
  • LP User Experience
  • Quality Impact (for keywords with QS of 5 or less)
  • None of the above
  • All of the above

What are two ways to import a file? (Select 2)

  • Excel
  • CSV file
  • Google Ads
  • Default settings

A broad match modifier tells Microsoft Advertising that a specific word or words must not be present in order for your ad to display. 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

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

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

  • Location
  • Time
  • Date
  • Device type
  • All of the above

How many 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

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

  • True
  • False

You can find your PPC quality scores in your Performance Reports and in your Keywords list. True or false?

  • True
  • False

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

  • Ad paused
  • Pending editorial review
  • Disapproved
  • Eligible

Dynamic search ads are most appropriate for which two types of advertisers? (Select 2)

  • Google Ads specialists
  • New account managers
  • Advertisers who have a large catalog of webpages
  • Advertisers who are not familiar with search advertising

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

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 is the main benefit of Syndication?

  • You can expand your reach and get more clicks with a new, high-quality audience.
  • You can reach more customers through a growing network.
  • 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

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

  • True
  • False

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

  • 2
  • 3
  • 4
  • 5
  • 6

Where might your Microsoft Audience Ads be displayed?

  • Web destinations like MSN, Microsoft Edge, and Microsoft Outlook
  • Anywhere online
  • None of the above

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.

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

Where can you select different options depending on whether you have one or multiple accounts?

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

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

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

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

  • True
  • False

Microsoft Advertising Editor does not allow you to import your Google Ads campaigns directly into the Editor, make changes, and post them. 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

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

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

  • True
  • False

You can create a new campaign by copying an existing campaign from one account to another. True or false?

  • True
  • False

Recent updates to the Microsoft Advertising Editor are the following:

  • Label support & in-market audience support
  • Audience exclusions & structured snippet extensions
  • Account level extension associations & dynamic search ad support
  • None of the above
  • All of the above

The keyword research feature can help you:

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

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

  • Company
  • Job
  • Industry
  • All of the above

The Microsoft Advertising Intelligence keyword planner tool is a paid-subscription tool that builds keyword lists. True or false?

  • True
  • False

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

  • True
  • False

What needs to happen before you import your custom audiences into Microsoft Advertising for search 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

If you set a daily accelerated 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.

Each campaign you create will have its own ___________.

  • Budget
  • Account
  • Incremental bid
  • Dynamic text

With Microsoft Advertising, you can export which kinds of campaigns?

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

Price Extensions are a pay-per-click extension that display your products or services. True or false?

  • True
  • False

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

  • Set up your In-Market audiences
  • Associate your Custom audiences
  • Manage your Shopping campaigns
  • Create a UET tag

If you are unable to find your ad in the Microsoft Advertising Network 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 should you do after accessing the Opportunities tab for further optimization? Choose all that apply.

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

Which of the following can you customize in Microsoft Advertising Editor?

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

Which feature should you use to create a custom filter that shows items with different attributes?

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

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

  • Keyword expansion
  • Webpage analysis
  • Cross-border expansion
  • None of the above
  • All of the above

In-market audiences can be imported from Google Ads campaigns. 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

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

  • True
  • False

What is an example of a remarketing exclusion along with remarketing targeting?

  • 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

Best practices for using automated rules include the following: (Select 3)

  • Use maximum and minimum CPC limits or bid estimates
  • Applying similar rules with different criteria to subsets of your account
  • Use all five bidding strategies all of the time
  • Monitor performance at least once per week

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
  • Enhance your Expanded Text Ad with ad extensions
  • All of the above

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

  • You enter your URL
  • Microsoft Advertising will generate a specific URL landing page from your target
  • You choose between Categories, All web pages, or Specific web pages
  • Microsoft Advertising will create a remarketing list

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

From where can you export data in Microsoft Advertising Editor?

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

Microsoft Advertising Intelligence does not allow you to build separate reports. True or false?

  • True
  • False

Which components are not required for a Microsoft Advertising expanded text ad? Choose all that apply.

  • Ad titles
  • Company name
  • Ad texts
  • Targeting
  • Final URL
  • URL paths

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

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

  • 1
  • 2
  • 3
  • 4
  • 5

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

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

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

What keyword-specific metrics might you use to tailor your bid strategy based on the price of your products or services?

  • Clicks
  • Impressions
  • Position
  • Click-through rate
  • All of the above

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

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

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