Microsoft Advertising Native & Display certification exam answers

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The Microsoft Advertising Native and Display Certification program is an excellent opportunity for digital marketers to deepen their knowledge and enhance their skills in the realm of online advertising. This certification provides a comprehensive understanding of Microsoft’s advertising products and services, covering a wide range of topics including campaign setup, optimization, and performance measurement. The program’s curriculum is designed to ensure that participants are well-equipped to create effective advertising strategies that leverage native and display ads to their fullest potential.

Passing exams is not a workout. Multiple attempts won’t make you stronger.

ChatGPT The Microsoft Advertising Native and Display Certification program is an excellent opportunity for digital marketers to deepen their knowledge and enhance their skills in the realm of online advertising. This certification provides a comprehensive understanding of Microsoft’s advertising products and services, covering a wide range of topics including campaign setup, optimization, and performance measurement. The program’s curriculum is designed to ensure that participants are well-equipped to create effective advertising strategies that leverage native and display ads to their fullest potential.

From personal experience, the certification exam was both challenging and rewarding. It tested my knowledge on various aspects of Microsoft Advertising, requiring a strong grasp of both theoretical concepts and practical applications. One of the key aspects that helped me succeed was consistent preparation using our guide, which includes a variety of questions, detailed answers, and thorough explanations. This resource was invaluable in reinforcing my understanding and identifying areas where I needed to focus more.

I highly encourage anyone preparing for the Microsoft Advertising Native and Display Certification to utilize our comprehensive guide. It provides a structured approach to studying, ensuring that you cover all necessary topics and are well-prepared for the types of questions you’ll encounter on the exam. By thoroughly working through the questions and understanding the explanations provided, you’ll build a solid foundation of knowledge that not only helps you pass the certification exam but also enhances your overall advertising acumen.

Get familiar with real certification exam questions. Learn Smarter. Google Display Ads certification assessment.

Which of the following are best practices for tagging your website to prepare for multi-channel management?

• Ensure the UET tag is implemented on all pages on your website
• Ensure conversion goals are in place and up to date
• Implement UET
• Do not implement look back windows

Explanation: Ensuring the UET tag is implemented on all pages on your website and ensuring conversion goals are in place and up to date are both critical best practices for tagging your website to prepare for multi-channel management. The UET (Universal Event Tracking) tag is fundamental for tracking user interactions across various channels accurately. By implementing this tag on all website pages, you ensure comprehensive data collection, which is essential for analyzing user behavior and optimizing ad campaigns effectively. Additionally, having conversion goals in place and keeping them up to date is essential for tracking and measuring the success of your advertising efforts across multiple channels. It allows you to gauge the performance of your campaigns accurately and make informed decisions about where to allocate your advertising budget. Therefore, options A and B are the correct choices for optimizing website tagging for multi-channel management, as they ensure accurate tracking of user interactions and enable effective measurement of campaign success.

Anica is using Dynamic Remarketing and wants to treat product viewers and cart abandoners differently. Anica can use different bid modifiers for each of these audiences.

• True
• False

Explanation: True. Anica can indeed use different bid modifiers for product viewers and cart abandoners when utilizing Dynamic Remarketing. Dynamic Remarketing allows advertisers to show personalized ads to users who have previously interacted with their website or mobile app, showcasing products or services they have viewed or shown interest in. By segmenting audiences based on their behavior, such as distinguishing between product viewers and cart abandoners, Anica can tailor her bidding strategy to optimize ad performance. For instance, she may choose to bid higher for cart abandoners to incentivize them to complete their purchase or bid lower for product viewers to encourage them to explore further and potentially convert. This flexibility in bid adjustment enables Anica to maximize the effectiveness of her remarketing campaigns by targeting different audience segments with customized bidding strategies, ultimately driving better results and ROI. Therefore, the statement is true, as Anica can indeed apply different bid modifiers for product viewers and cart abandoners in Dynamic Remarketing campaigns.

Microsoft Audience Network Campaign performance data can be viewed by day and hour in the ad schedule tab in the Microsoft Advertising UI.

• True
• False

Explanation: False. Microsoft Audience Network Campaign performance data cannot be viewed by day and hour in the ad schedule tab in the Microsoft Advertising UI. While the ad schedule tab provides advertisers with the ability to set specific days and hours for their ads to appear, it does not offer granular performance data at the day and hour level. Instead, advertisers can monitor campaign performance metrics such as clicks, impressions, and conversions at the campaign, ad group, or ad level within the Microsoft Advertising UI. However, this data is typically aggregated and displayed over broader time frames such as daily, weekly, or monthly periods. Advertisers looking for more detailed insights into campaign performance at the day and hour level may need to leverage other reporting tools or analytics platforms external to the Microsoft Advertising UI. Therefore, the statement is false, as Microsoft Audience Network Campaign performance data cannot be viewed by day and hour in the ad schedule tab within the Microsoft Advertising UI.

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

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

Explanation: Cost per action (CPA) is the correct term representing Tailspin Toys’ desire to measure the effectiveness of its display advertising campaigns using a specific metric. CPA refers to the cost incurred by an advertiser for each desired action completed by a user as a result of clicking on an ad. This action could vary depending on the advertiser’s objectives, such as making a purchase, filling out a form, or signing up for a newsletter. By measuring CPA, Tailspin Toys can assess the efficiency of its display advertising efforts in generating meaningful interactions or conversions with its target audience. Unlike the other options listed—cost per audience, cost per ad, and cost per analysis—which do not accurately reflect the intended metric for evaluating campaign performance, CPA aligns directly with the goal of measuring the cost-effectiveness of driving specific user actions through display advertising initiatives. Therefore, the correct answer is “Cost per action.”

Which of the following are true for UET?

• You should add UET to all website pages.
• UET is not recommended when extending search campaigns to Audience Ads.
• You should add conversion goals to optimize the effectiveness of UET.
• UET stands for Universal Event Tracking.

Explanation: To maximize tracking and gather comprehensive data on user interactions, it is crucial to add Universal Event Tracking (UET) to all website pages, as indicated by the correct answer option. This ensures that no valuable insights are missed and enables a thorough analysis of user behavior across the entire website. Additionally, UET is not recommended when extending search campaigns to Audience Ads, as stated in the correct option. This is because Audience Ads typically focus on retargeting or reaching specific audiences, and UET might not align with the objectives or tracking mechanisms optimized for these types of campaigns. Furthermore, while it’s beneficial to add conversion goals to optimize the effectiveness of UET, this statement is not explicitly true for all scenarios; it’s more of a recommendation for enhancing tracking accuracy and campaign performance rather than a mandatory requirement. Thus, the statement regarding adding conversion goals is not selected as a correct option. Overall, the two correct statements accurately reflect best practices and considerations for implementing UET effectively across digital advertising campaigns, emphasizing its universal tracking capability and limitations when extending to specific ad formats.

Which set of ad dimensions represent common standard interactive advertising bureau (IAB) ad specifications?

• 300 x 250
• 728 x 90
• 728 x 900
• 300 x 300

Explanation: The correct answer options for common standard Interactive Advertising Bureau (IAB) ad specifications are 300 x 250 and 728 x 90, as indicated. These dimensions are widely recognized and utilized across various digital advertising platforms and formats. The 300 x 250 ad size, also known as the medium rectangle, is one of the most popular ad sizes due to its versatility and compatibility with a wide range of content layouts. It fits neatly into website sidebars, within content blocks, and on mobile devices, making it highly effective for both desktop and mobile advertising campaigns. Similarly, the 728 x 90 ad size, commonly referred to as the leaderboard, is another prevalent choice for digital ads. It offers ample space for branding and messaging while remaining unobtrusive, often placed at the top or bottom of website pages for optimal visibility without disrupting the user experience. Conversely, the dimensions 728 x 900 and 300 x 300 are not standard IAB ad specifications. While the former exceeds typical ad sizes and may not be supported by all platforms or websites due to its larger dimensions, the latter, 300 x 300, is not a commonly used standard size within the IAB framework. Therefore, the correct answer options align with widely accepted industry standards for digital advertising, ensuring compatibility and effectiveness across various platforms and devices.

• Which of the following are best practices for tagging your website to prepare for multi-channel management?
• Anica is using Dynamic Remarketing and wants to treat product viewers and cart abandoners differently. Anica can use different bid modifiers for each of these audiences.
• Microsoft Audience Network Campaign performance data can be viewed by day and hour in the ad schedule tab in the Microsoft Advertising UI.
• Tailspin Toys wants to use a CPA metric to measure the effectiveness of its display advertising campaigns. What does “CPA” stand for?
• Which of the following are true for UET?
• Which set of ad dimensions represent common standard interactive advertising bureau (IAB) ad specifications?
• With Microsoft Advertising, you can use dynamic remarketing for which of the following?
• What is the number of data points Microsoft Advertising processes on a daily basis?
• In which of the following places are display ads shown?
• Video captions are a supported video asset in the Microsoft Advertising Audience Network.
• Which types of feed-based ads are supported in the Microsoft Audience Network?
• What does vCPM stand for?
• What are the standard dimensions of a mid-page unit or rectangle ad?
• Customers who have seen a brand’s ad on both the search and audience network visit the site 2.8x more than those who are only exposed to an ad on Bing.
• When advertising on the Microsoft Audience Network, you have the ability to exclude selected publisher partners where your ad appears.
• What does CPC stand for?
• Mike wants to use filters in reports to be able to view the performance of Audience Ads in the campaign performance report. Which column is added to be able to view this?
• Which video ad type appears in the video player pre-roll, mid-roll, or post-roll?
• Ayushi is creating a dynamic remarketing list for the Microsoft Audience Network. What is the membership duration range Ayushi can specify?
• Which buying models are used in the Microsoft Audience Network?
• When using the Audience Network Planner how does it describe the audience size? Estimated overall figures: the estimated monthly audience (number of people, per month, in the audience you defined).
• Contoso Cameras wants to run image based ads across the brand safe properties of the MSN website, the Microsoft Edge browser, and Outlook.com. Which ad solution from Microsoft Advertising should Contoso Cameras use?
• Erica wants to add dynamic remarketing to a Microsoft Audience Network campaign. Which steps must Erica take before implementing dynamic remarketing?
• Which of the following are display advertising metrics?
• When creating an audience ads campaign you need to decide the keywords you want your ad to appear for.
• Microsoft Audience Network brand-safe sites include MSN, Outlook.com, and Microsoft.com.
• Who does Microsoft partner with to provide over 300 million free, commercially licensed images for use when creating audience ads?
• Richard is creating a dynamic remarketing campaign on the Microsoft Audience Network and is setting the membership duration to 30 days for shopping cart abandoners. What is the minimum number of abandoners needed in this period for the remarketing to work?
• Which of the following are benefits of using the Audience Network Planner?
• The website administrator for ‘Taylor’s Hiking Equipment’ is customizing their UET tag to pass parameters for Dynamic Remarketing on a new hiking boot ad. In what order should the following steps be taken to complete this task?
• Where do Connected TV ads reach their audiences?
• Microsoft Audience Network Ads are based on an image or video. When using images, what is the minimum number needed to begin?
• Microsoft Audience Network offers a detailed publisher report showing every domain driving traffic to your campaigns.
• What is a difference between audience marketing and search marketing?
• A unique audience target on the Microsoft Audience Network is LinkedIn Profile Targeting.
• Which parameters are required in universal event tracking for dynamic remarketing in audience ads?
• Contoso Investments are bidding for individual display impressions in a real time auction. This is an example of which sales model?
• Which of the following are best practices for images for the Microsoft Audience Network?
• Images are the only format of Display advertising.
• Gabriella is using inline performance reports for her Microsoft Audience Network campaigns. Which of the following can Gabriella see inline?
• What is the correct order of steps to create an online video ad campaign?
• If you are already advertising on Google or Facebook, you can import those campaigns into Microsoft Advertising. Which of the following statements are true when importing accounts from these publishers?
• You are creating a Connected TV Ad campaign and are at the step where you need to create your ad groups. You decide that you want to use the advertiser’s own data to target and engage their existing customers. Which audience option should you choose?
• The Contoso Daily News newspaper is selling display ads on its website using the direct or guaranteed method of selling display advertising. Which statements describe this selling model?
• In order for a report file to display rows for Search, Content, and Audience Ads in your Microsoft Audience Network campaign, which column must be selected?
• Fernando is creating ad copy for his Microsoft Audience Network Ad for a new line of blazers he is marketing. What is the character limit for the long headline Fernando can write?
• Which of the following are image specifications for the Microsoft Audience Network?
• Which of the following brand safe sites are included in the Microsoft Audience Network?
• Adjusting bid strategies to your desired KPIs is a way of optimizing your campaigns for multi-channel success.
• Contoso Fitness Company’s new Microsoft Audience Network campaign has been running for a few weeks and they want to review its performance. What are the ways in which they can do this?
• Why is display advertising effective?
• You can take advantage of audience ads with the Microsoft Audience Network by importing native & display campaigns from Facebook.
• Adding image extensions is a key element in optimizing your campaigns for multi-channel success. What is the image size you need to get started?
• Which of the following are image requirements when creating an Audience Ad campaign?
• Contoso Insurance is running a Microsoft Audience Network campaign and wants to see how they’re performing across a variety of devices. For which devices can they pull this performance data?
• Martha is looking to optimize their search campaigns to achieve multi-channel success. What are steps Martha can take in order to achieve this goal?
• If your campaign, ad group, or asset group does not have an ad schedule, the ad will serve based on the last schedule you set.
• Contoso Phones is planning a digital marketing campaign and is buying display advertising on a CPM basis. In this instance, what does “CPM” mean?
• You are advertising multiple new hair products your salon has begun to sell. Your goal is to boost the amount of traffic to your site to showcase these products. Which of the following bid models should you use to achieve this?
• Miguel is currently running search and product ads with Microsoft Advertising and wants to understand the ways to take advantage of audience ads. Which of the following are ways in which Miguel can do this?
• Francois is going to use the Microsoft Audience Network planner to gather more information for his campaign. Which areas can Francois get insights into using the tool?
• What is best practice when gathering your images for multi-channel success?
• Marco is interested in tracking when people who were shown an ad and didn’t click on it, but still went on to purchase at a later date. Using which feature in the Microsoft Audience Network can Marco track this?
• In the direct or guaranteed method of selling display advertising, how is pricing set?
• What are the benefits of extending your search campaigns to Audience Ads?
• At which levels can you add images to your search campaigns?
• What is the minimum video duration requirement for your video asset to serve on the Microsoft Audience Network?
• In dynamic remarketing, which of the following statements are true regarding past buyers lists?
• What are the standard dimensions of a leaderboard ad?
• Which statement best describes an ad impression?
• URL Tracking is only available in English speaking markets for the Microsoft Audience Network.
• Which of the following audience segments can you target or exclude with the Audience Network Planner?
• When creating a new campaign on the Microsoft Audience Network, in what order are the 4 steps completed?
• In display advertising, what does “M” or “mille” indicate?
• What are common display advertising key performance indicators?
• For reporting, which column should you add to see separate rows for search, content, and audience ad metrics?
• Which of the following can you apply to your Microsoft Audience Network campaign?
• Which elements are mandatory when setting up your Microsoft Audience Network Ad?
• In the programmatic method of selling display advertising, how is pricing set?
• Microsoft Audience Network Video Ads can run up to how many seconds?
• With the Audience Planner you can view the makeup of the audience you defined, broken down by Interest (in-market audience).
• When is a customer removed from a product searchers dynamic remarketing list?
• What is optional when setting your bid and budget when creating an Audience Ad campaign?
• A customer is searching for a new pair of running shoes. They add a pair of shoes to their cart but then leave the site. Which scenario occurs as a result of dynamic remarketing?
• You need at least 2 images (wide/rectangle images, sized at 1200 x 628 pixels) to get started with Microsoft Audience Ads.
• Mario is looking to collect audience data on his recent Video Ads campaign using the Audience Network Planner. Mario sees that there is no current data available even though the audience segment selected has been active for 2 weeks. What are the steps he should take to find data on the ad?

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