Microsoft Search Advertising Certification Exam Answers

Clear My Certification February 13, 2024 Microsoft Leave a comment 187 Views

Microsoft Search Advertising refers to the advertising platform provided by Microsoft, primarily through its search engine Bing. It allows advertisers to create and manage pay-per-click (PPC) search advertising campaigns to promote their products or services. Similar to Google Ads, Microsoft Advertising enables advertisers to bid on keywords relevant to their target audience, create ad copy, and set budgets for their campaigns.

Some key features of Microsoft Search Advertising include:

Bing Ads: The primary advertising platform where advertisers can create and manage their search advertising campaigns.
Keyword Targeting: Advertisers can bid on specific keywords relevant to their business to have their ads displayed when users search for those terms on Bing.
Ad Formats: Microsoft Advertising offers various ad formats including text ads, product ads, and image extensions to help advertisers effectively showcase their products or services.
Audience Targeting: Advertisers can target their ads based on factors such as location, demographics, device type, and user interests to reach their desired audience.
Budget Control: Advertisers can set daily or monthly budgets for their campaigns, as well as bid amounts for keywords, giving them control over their advertising spend.
Performance Tracking: Microsoft Advertising provides detailed analytics and reporting tools to track the performance of campaigns, including metrics such as clicks, impressions, conversions, and return on investment (ROI).
Integration with Microsoft Products: Microsoft Search Advertising integrates with other Microsoft products and services, such as Microsoft Advertising Intelligence and Microsoft Audience Network, to provide additional insights and advertising opportunities.

Overall, Microsoft Search Advertising offers businesses an opportunity to reach a large audience through Bing search results and other Microsoft properties, with tools and features to help optimize ad performance and achieve marketing objectives.

Microsoft Search Advertising Exam Quiz Answers

Question 1: Contoso Bikes wants to ensure that if one campaign is attracting a lot of traffic on a given day, it CAN take budget from other campaigns. Which budget type should they select?

Individual
Shared

Question 2: What are the ways in which you can target your ads?

Age and gender
Geographic location
Name and address
Type of device

Question 3: Which column is required as mandatory when uploading your Dynamic Search Ads page feed?

Page URL
Static headline
Ad title
Custom label

Question 4: An ad title can contain 3 parts, each up to 30 characters long.

True
False

Question 5: Report templates can be saved and scheduled to run automatically.

True
False

Question 6: Jane knows that her campaigns will be more efficient if she improves her quality score. How can Jane do this?

Improve her ad relevance.
Increase her bids.
Improve her expected click-through rate.
Improve the landing page experience.

Question 7: Nick’s Shirts and Ties wants to track a conversion each time someone makes a purchase on their website using a destination URL conversion goal. Which page should they specify as the destination URL to track this type of conversion?

The payment methods page
The purchase confirmation page
The website home page
The ‘cart’ or ‘basket’ page

Question 8: Microsoft Advertising Editor allows you to work and make changes online only.

True
False

Question 9: Hitesh is running a search campaign for a major retailer and wants to remarket to previous site visitors. When doing this, Hitesh can target site visitors or cart abandoners, but not people who have actually made a purchase.

True
False

Question 10: At what level is auto-tagging with Microsoft Click ID enabled when creating a new Universal Even Tracking (UET) conversion goal?

Keyword level
Account level
Campaign level
Ad group Level

Question 11: Which of the following is not considered in calculating quality score?

Expected click-through rate
Landing page experience
Ad relevance
Bid

Question 12: 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 13: 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?

Exact match
Broad match
Phrase match
Modifier match

Question 14: 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 effect will be cumulative.
No targeting will be applied due to the conflict.
The ad group target is prioritized.

Question 15: When using Google Import, which of the following may be modified automatically as part of the import process?

Location target
Ad title
Negative keyword match type
Sitelink extensions

Question 16: In general, the higher up on the Search Engine Results Page (SERP) your ad is the less likely it will be to clicked.

True
False

Question 17: 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 impressions as a %
Number of clicks ÷ Number of conversions as a %

Question 18: What level or levels can Ad targets be set?

Keyword level
Ad group level
Account level
Campaign level

Question 19: When will changes made in Microsoft Advertising Editor be reflected in your Microsoft Advertising account?

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

Question 20: 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 customizing your standard universal event tracking tag.
Without a Microsoft Merchant Center Store.

Question 21: How many types of Dynamic Remarketing lists are available to an advertiser?

1 List
3 Lists
5 Lists
10 Lists

Question 22: Microsoft Advertising allows you to import a keyword list from Google.’

True
False

Question 23: 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?

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

Question 24: 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 option should they choose?

Bid only
Target and bid

Question 25: What are the benefits of using in-market audiences?

You can reach curated audiences more likely to convert in your category.
You can use your own first-party data.
You must have universal event tracking implemented.
You can create an ad group that will only serve to that audience.

Question 26: For enhanced cost per click, which of the following is true about Universal Event Tracking (UET) with a conversion goal?

UET is not possible
UET is recommended
UET is only available in the US market
UET is mandatory

Question 27: Ad group settings must inherit settings from the campaign level.

True
False

Question 28: With conversion tracking, the only thing possible to track is when a customer actually purchases a product.

True
False

Question 29: 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, Top vs other
Using Dimensions, Network
Using Segment, Network
Using Segment, Top vs other

Question 30: 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?

Ad customizers
Responsive search ads
Expanded text ads
Product ads

Question 31: Which of the following are Microsoft Advertising budgeting options?

Limited
Individual
Multiple
Shared

Question 32: Microsoft Advertising saves your Google Ads sign-in information for easier access with other Google Imports.

True
False

Question 33: 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.
Upsell or cross-sell to previous buyers.
Create a higher cost per acquisition compared to the same ads without remarketing in paid search.

Question 34: 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 35: 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?

Ad customizers
Product ads
Responsive search ads
Expanded text ads

Question 36: Which of the following will not import using the Google Import tool?

Structured snippets
Labels
Automated rules
Text ads

Question 37: Cathleen wants to check that three Universal Event Tracking (UET) tag 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 into the Opera browser.
Adding the UET Tag Helper browser extension into the Safari browser.
Adding the UET Tag Helper browser extension into the Edge browser.
Adding the UET Tag Helper browser extension in to the Chrome browser.

Question 38: Responsive Search Ads can be imported from your Google Ads campaign.

True
False

Question 39: 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 40: Which of the following is true about Universal Event Tracking (UET)?

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

Question 41: Hitesh wants to see the number of impressions for each headline and description combination for his Responsive Search Ad (RSA). What type of report should Hitesh run?

Advanced Insights report
Asset report
Targeting report
Performance report

Question 42: What should you know before importing a file in Microsoft Advertising Editor?

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

Question 43: What is an EXTA?

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

Question 44: You can use the Google Import feature to import an in-market audience to your campaign.

True
False

Question 45: Willow Sporting Goods are concerned that a lot of their ads are being blocked from showing. They 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?

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

Question 46: When is a customer removed from the Dynamic Remarketing list?

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

Question 47: Which of the following payment methods are allowed if using a post-pay threshold?

Debit card
Check
Credit card
PayPal

Question 48: 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?

Target cost per action
Maximize conversions
Target impression share
Enhanced cost per click

Question 49: What are impressions?

The number of times an ad has been displayed on the search engine results page.
The number of times an ad is clicked.
The number of times an ad has not been displayed on the search engine results page.
The number of times a query is submitted.

Question 50: What are the words or phrases a user type into a search box referred to as?

An impression
A query
A click
A keyword

Question 51: Gail’s Gifts is choosing an automated bidding strategy. They want to have confidence that their bids are driving as much traffic to their website as possible while staying within their budget. Which bid strategy should they choose?

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

Question 52: 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 highlight deals for holidays and other special occasions.
Callout ad extensions list multiple categories of products or features with unique clickable links to each of these offerings.
Callout ad extensions provide a call-to-action button in your text ad.

Question 53: 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 54: How is a conversion rate defined?

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

Question 55: Broad match keywords have the most potential for high impressions.

True
False

Question 56: What does SERP stand for?

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

Question 57: To pay with monthly invoicing, you will need to have a live insertion order set up.

True
False

Question 58: 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?

Universal event tracking destination URL conversion
Offline conversions
Universal event tracking custom event goal
App installs

Question 59: 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 60: 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?

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

Question 61: What does CTR stand for?

Click-through register
Click-through rate
Click-to register
Click-through results

Question 62: Contoso Shoes’ campaign reached its budget limit for the day, so it has been automatically paused. What could Contoso Shoes do to make its ads go live again?

Wait until the next day
Nothing, the campaign is paused until the end of the day
Increase its daily campaign budget
Raise its bids

Question 63: What can a Sitelink ad extension provide?

A call-to-action button in your text ad
An extra non-clickable snippet of text that highlights your website’s products or offers
A phone number that is not associated with a particular location, but is appropriate for all locations where your ads display
Additional links in your ads that take customers to specific pages on your website

Question 64: Leo’s online store wants to set up remarketing for its search campaigns. In what order should steps be taken to achieve this?

Tag your website with a UET tag
Create remarketing lists to segment users
Associate remarketing lists with ad groups

Question 65: Gregory wants to set up billing information in a new account. Gregory can use Google Import to copy this over from his Google Ads account.

True
False

Question 66: What is the membership duration range an advertiser can specify when creating a Dynamic Remarketing list?

1 to 14 days
1 to 60 days
1 to 90 days
1 to 180 days

Question 67: Ravleen wants to run a report to see financial documents, including invoices and credit memos. Which report should Ravleen run?

Search Term report
Share of Voice report
Billing Statement report
Negative Keyword Conflict report

Question 68: What are the ways in which you can import your Google Ads search campaign data?

Importing a file
Microsoft Advertising User Interface
Microsoft Advertising Merchant Center
Microsoft Advertising Editor

Question 69: The ‘Target and Bid’ audience target setting does not narrow your ad’s audience.

True
False

Question 70: What is the correct order of hierarchy in the Microsoft Advertising account structure?

Manager Account
Account
Campaign
Ad Group

Question 71: How many Universal Event Tracking (UET) tags are needed per advertiser website?

5 UET tags – One for each of the 5 features it enables.
2 UET tags – One for remarketing and one for conversion tracking.
No UET tags – The UET tag is placed on Bing.com.
1 UET tag- One tag that performs all functions.

Question 72: The Microsoft Search Partner Network is comprised of partner-managed properties powered by Bing. They have their own brands, but search results and ads are served by Bing.

True
False

Question 73: Emily is creating a campaign for a large insurance company’s auto insurance and is choosing an automated bid strategy. The aim is to use Microsoft Advertising’s data-driven bidding to get as many online purchases as possible. Which bid strategy should Emily choose?

Target cost per action
Enhanced cost per click
Maximize conversions
Target impression share

Question 74: Contoso Ski House wants its keyword ‘winter vacations’ to match to queries such as ‘winter vacations discount’ but not ‘Hawaii vacations’. Which keyword match option should it select?

Phrase match
Modifier match
Broad match
Exact match

Question 75: Contoso Desserts is new to Microsoft Advertising and wants to implement conversion tracking. What is the first step?

Generate a universal event tracking tag
Add conversions to its campaign reports
Create a conversion goal
Apply a remarketing audience

Question 76: When you are testing your Responsive Search Ad (RSA), which of the following is recommended?

Test 4 to 5 RSAs in an ad group with 3 expanded text ads.
Test 4 to 5 RSAs in an ad group with 1 expanded text ad.
Test 1 RSA in an ad group with 2 to 3 expanded text ads.
Test 1 RSA in an ad group on its own.

Question 77: Which of the following is true about Microsoft Advertising Editor?

It is a tool that allows you to make changes to multiple Microsoft Advertising accounts.
It is a tool only available for Windows OS.
It is a tool that allows you to make bulk changes to your campaigns.
It is a tool that allows you to create new campaigns within your account or accounts.

Question 78: Campaigns are the lowest level in the account structure hierarchy.

True
False

Question 79: Gaby is marketing luxury vacations and notices ads are being triggered by queries for ‘cheap vacations’. What should Gaby do to prevent this?

Use negative keywords
Lower the bids
Increase the bids
Use broad match

Question 80: Anna notices one device type performing poorly. What is the maximum negative bid adjustment Anna can use for a device?

-9%
-90%
-100%
-10%

Question 81: Which of the following is the default bid strategy when creating a new campaign?

Enhanced cost per click
Maximum conversions
Target impression share
Target cost per acquisition

Question 82: Contoso Pet Supplies wants their ad for the keyword ‘Cat 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?

Broad match
Phrase match
Exact match
Modifier match

Question 83: An ad extension, if present, will always serve.

True
False

Question 84: Which levels can you apply website exclusions for the Microsoft Search Partner Network?

Ad group level
Account level
Campaign level
Keyword level

Question 85: Unless you choose to opt-in, your campaign will be automatically opted-out of Microsoft Search Partner traffic.

True
False

Question 86: 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?

Conversion tracking
Audience targeting
Remarketing audiences
Dynamic search ads

Question 87: What do past buyers lists do in a dynamic remarketing campaign?

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

Question 88: 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 improve your page freshness.
To leverage static headlines.

Question 89: 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
Negative keyword
Dynamic keyword insertion

Question 90: 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?

Only the performance on Bing.com.
No transparency into the sites where his ads are serving.
Only the performance on owned and operated (O&O) sites.
Full transparency into every site where his ads are serving.

Question 91: A bid is the maximum amount an advertiser is willing to pay for a click.

True
False

Question 92: The words or phrases a user type into a search box are often referred to as:

Impression
Question
Search Query

Question 93: What an advertiser defines as a sale – could be a sign up or a purchase is known as:

Impression
Click
CTR
Conversion

Question 94: Each sponsored search ad that a user sees is called a(n):

Impression
Click
CTR
Conversion

Question 95: What is it called when a user clicks through to an advertiser’s website from a sponsored search listing?

Impression
Click
Conversion Rate
Conversion

Question 96: How many sales an advertiser is getting per number of clicks is known as:

Impression
Click
Conversion Rate
Conversion

Question 97: What do web crawlers do?

They install themselves on your computer to deliver advertising. They are adware.
They index web pages for the search engines. They are a kind of database software.
They follow links on the web and send back information on web page contents to search engines.
They are software that search engines use to find and deliver the results of queries.

Question 98: Paid search follows a Pay Per Click, or PPC, advertising model. Using this system, an advertiser only pays when a consumer clicks on their delivered ad.

True
False

Question 99: 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?

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

Question 100: Franz sells a wide variety of apparel. Franz’s goal is to dynamically insert data into text ads from a feed depending on certain circumstances. What ad type should Franz use?

Responsive search ads
Ad customizers
Product Ads
Expanded text ads

Question 101: Shani’s Shoes is an online store where customers can buy running shoes. A number of customers are adding shoes to their cart, but then leave the site. Which of the following is a characteristic of Dynamic Marketing which Shani’s Shoes can take advantage of?

Ads featuring running shoes can be shown to the searcher.
Standard campaign ads will be shown to searchers because they did not purchase the running shoes.
Ads featuring exactly the same pair of running shoes can be shown to the searcher.
Ads triggered by the keyword ‘shoes’ will be shown to the searcher.

Question 102: Exact match can also match to search queries that are minor variations of the keyword, or ‘close variants’.

True
False

Question 103: A click on an ad extension incurs an additional charge to a normal click.

True
False

Question 104: Yandi’s online Bike Store is choosing an automated bidding strategy. They want to get as much conversion value and revenue as possible for given return on ad spend objective. Which bid strategy should they choose?

Target impression share
Maximum conversions
Target cost-per action
Target return on advertising spend

Question 105: What is the maximum number of ad descriptions an advertiser can provide for their Responsive Search Ads?

4 ad descriptions
10 ad descriptions
15 ad descriptions
20 ad descriptions

Question 106: How do you calculate average cost-per click?

Total number of impressions ÷ total cost of all clicks
Total cost of all clicks ÷ total number of clicks
Total number of clicks ÷ Total cost of all clicks
Total cost of all clicks ÷ Total number of impressions

Question 107: An event goal conversion can be best defined as which of the following?

Goals that track each time a user spends more than a specified duration of time on your site.
Goals that track each time a user visits a specific URL on your site.
Goals that track each time a user interacts with a specific element on your site.
Goals that track each time a user visits more than a specified number of pages on your site.

Question 108: Lilly currently has a standard Universal Event Tracking (UET) tag implemented, but wants to start using dynamic remarketing on the campaigns. What 2 additional parameters required in UET will Lilly need to add?

Product name
Product ID
Page number
Page type

Question 109: Contoso Coffee chain of coffee shops is eager to ensure they bid on the brand keyword ‘Contoso Coffee’. Why?

Matched queries are likely to be from customers interested in any coffee shop chain.
Brand keywords target a broad pool of customers interested in a product category or type.
They specify an exact location.
They target a broad pool of shoppers.

Question 110: Ashley’s Autos has placed a Universal Event Tracking (UET) tag on each of the pages on its website. Which of the following features needs this tag to function?

Conversion tracking
Maximize clicks
Target cost per acquisition bidding
Remarketing

Question 111: Sarbjit wants to research keywords, compare impression share, and customize bids. Which Microsoft Advertising tool should Sarbjit use?

Campaign Settings
Microsoft Merchant Center
Google Import
Keyword Planner

Question 112: What does PPC stand for?

Pay-per click
Price-per campaign
Pay-per campaign
Price-per click

Question 113: Kat’s Clothes online store has a remarketing list of site visitors applied to a campaign. They want their ads to appear to all potential customers, but apply a positive bid adjustment for customers on the remarketing list. Which targeting option should they choose?

Target and Bid
Bid only

Question 114: Contoso Vacations sells experiences in Mexico. Which of the following targeting opportunities are available to them with Microsoft Advertising?

They can target selected IP addresses.
They can target selected postcodes in Mexico.
They can target their ads to Mexico for local tourists.
They can target their ads to people searching about Mexico.

Question 115: Nick’s Shirts and Ties wants to track a conversion each time someone makes a purchase on their website using a destination URL conversion goal. Which page should they specify as the destination URL to track this type of conversion?

The payment methods page
The purchase confirmation page
The website home page
The ‘cart’ or ‘basket’ page

Question 116: What does the term SERP stand for?

Search Engine Results Page
Search Engine Rendering Page
Search Engine Results Panels

Question 117: Which of the following are the three stages of Microsoft Advertising search partner optimization?

Run the publisher report and exclude process weekly for four-to-six weeks.
Access the publisher report to identify and exclude domains with poor performance on the desired KPI.
Define the KPI you want.

Question 118: Reporting is offered on the syndicated search partner domains where your ads have served.

True
False

Question 119: Norman’s Hardware wants to remarket to people who have visited Normanshardware.com. They have already implemented the Universal Event Tracking (UET) tag on the site and created a remarketing list. At what point will Microsoft Advertising add a site visitor to their remarketing list?