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- Microsoft Search Advertising Certification Exam Answers
- Microsoft Display and Video Advertising Certification Exam Answers
- Microsoft Retail Advertising Certification Exam Answers
- Microsoft Retail Media Advertising Certification Exam Answers
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Retail Media is considered the third and biggest wave of digital advertising after search and social media. True or False?
- True
- False
Explanation: The statement is True because retail media has rapidly emerged as a significant force in digital advertising, positioning itself as the third major wave after search and social media. Retail media refers to advertising that occurs on retail platforms, such as Amazon, Walmart, and Target, where advertisers can target consumers based on their shopping behavior and purchase intent. This has become a powerful avenue for marketers due to the direct connection between advertisers and consumers actively in the buying process. It offers a more targeted and efficient way to reach potential buyers compared to traditional display or search ads. With the rise of e-commerce and consumers spending a large portion of their time on retail platforms, retail media has gained immense popularity, positioning itself as the next evolution in the digital advertising landscape, complementing and sometimes surpassing search and social media in effectiveness.
Onsite retail media programs allow brands to interact with shoppers through a retailer’s digital properties. True or false?
- True
- False
Explanation: The statement is True because onsite retail media programs enable brands to interact with shoppers directly through a retailer’s digital properties, such as their website, app, or online marketplace. These programs allow advertisers to display targeted ads and promotions to users as they browse or shop on the retailer’s platform. By utilizing data collected from shoppers’ browsing and purchasing behavior, brands can create highly personalized and relevant advertising experiences that increase the likelihood of conversion. Retailers like Amazon, Walmart, and Target offer these programs to advertisers, providing them with unique access to an audience that is already in a purchasing mindset, which can significantly enhance the effectiveness of marketing campaigns.
How is using retail media beneficial to brand advertisers? Select all that apply.
- There is visibility through to point-of-purchase.
- lt drives high-margin revenue streams in addition to selling retail products.
- lt grows product sales.
- lt enables the ability to reach high-intent shoppers via retailers websites.
Explanation: The selected answer options are correct because retail media provides several benefits to brand advertisers. Firstly, it offers visibility through to point-of-purchase, meaning that brands can effectively track consumer behavior all the way from the initial interaction with an ad to the final purchase, ensuring they can capture high-intent shoppers at the moment they are ready to buy. Secondly, it grows product sales by allowing advertisers to target consumers who are already in a buying mindset, increasing the chances of conversion and sales growth. Additionally, retail media enables the ability to reach high-intent shoppers via retailers’ websites, offering access to valuable data and direct exposure to consumers who are actively browsing or shopping, thus enhancing the relevance of ads. Finally, while retail media does indeed generate revenue through selling products, it also drives high-margin revenue streams, as it opens opportunities for advertisers to sell higher-margin products through targeted ad placements and strategic promotions, extending the value beyond just traditional retail product sales.
Using retail media, both retailers and brand advertisers can increase product sales by enabling brand advertisers to promote their products. True or false?
- True
- False
Explanation: The statement is True because retail media allows both retailers and brand advertisers to increase product sales by enabling advertisers to promote their products directly on the retailer’s digital platform. By leveraging retail media, brand advertisers can place targeted ads that reach high-intent shoppers who are already browsing or shopping on the retailer’s website or app. This direct access to an engaged audience increases the likelihood of conversions and drives sales for the advertised products. Additionally, retailers benefit from these promotions by earning advertising revenue, which enhances their overall profitability. Therefore, retail media creates a mutually beneficial environment where both parties can see an uplift in sales.
Retail Media is considered a closed loop ecosystem because it provides clear and proven attribution and reporting that draw a direct line from advertising back to product sales and Return-On-Ad-Spend (ROAS). True or false?
- True
- False
Explanation: The statement is True because retail media is considered a closed-loop ecosystem due to its ability to provide clear and proven attribution and reporting that directly connects advertising efforts to product sales and Return-On-Ad-Spend (ROAS). In a retail media environment, brand advertisers can track the entire customer journey, from the moment a user interacts with an ad to the point of purchase, ensuring that every ad dollar spent is accountable. This level of transparency allows advertisers to measure the effectiveness of their campaigns in real time and assess the direct impact on sales. By having access to detailed metrics and performance data, retailers and advertisers can optimize their strategies, ensuring that the advertising spend generates a measurable return, making the ecosystem “closed” and highly efficient for tracking outcomes.
Digital signage and audio promoted in the retailer stores by brand advertisers are not considered part of the omnichannel Retail Media ecosystem. True or false?
- True
- False
Explanation: The statement is False because digital signage and audio promoted in retailer stores by brand advertisers are indeed considered part of the omnichannel Retail Media ecosystem. Omnichannel retail media includes a range of advertising strategies that aim to engage consumers across various touchpoints, both online and offline. This includes digital signage and audio within physical retail stores, which complement digital advertising on e-commerce platforms. By incorporating in-store elements such as digital screens and audio ads, brand advertisers can create a seamless and integrated experience for shoppers, influencing their purchasing decisions both in-store and online. This broader definition of retail media reflects how the ecosystem spans across different channels, providing a comprehensive approach to reaching consumers wherever they are engaging with the brand.
Which key differentiator would make retail media more attractive to brand advertisers to invest?
- Retailers’ first-party shopper data
- Measurement by third-party cookies
- Brands’ first-party data
- Fragmented attribution
Explanation: The selected answer option is Retailers’ first-party shopper data because this data provides brand advertisers with highly valuable insights into consumer behavior, allowing them to target their ads more effectively and precisely. Retailers have access to a wealth of first-party data collected directly from customers who interact with their websites, apps, and physical stores, giving advertisers a deeper understanding of purchasing intent, preferences, and demographics. This data-driven approach allows advertisers to deliver personalized and relevant ads to consumers who are already in a buying mindset, which increases the likelihood of conversion. Additionally, it ensures that advertisers are reaching an audience that has already engaged with the retailer, making it an attractive investment for brands seeking high ROI through targeted advertising. This level of data access and accuracy is a key differentiator in the retail media ecosystem, setting it apart from other advertising channels that may lack such detailed consumer insights.
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Retail Media is considered the third and biggest wave of digital advertising after search and social media. True or False?
- True
- False
Onsite retail media programs allow brands to interact with shoppers through a retailer’s digital properties. True or false?
- True
- False
How is using retail media beneficial to brand advertisers? Select all that apply.
- There is visibility through to point-of-purchase.
- lt drives high-margin revenue streams in addition to selling retail products.
- lt grows product sales.
- lt enables the ability to reach high-intent shoppers via retailers websites.
Using retail media, both retailers and brand advertisers can increase product sales by enabling brand advertisers to promote their products. True or false?
- True
- False
Retail Media is considered a closed loop ecosystem because it provides clear and proven attribution and reporting that draw a direct line from advertising back to product sales and Return-On-Ad-Spend (ROAS). True or false?
- True
- False
Digital signage and audio promoted in the retailer stores by brand advertisers are not considered part of the omnichannel Retail Media ecosystem. True or false?
- True
- False
Which key differentiator would make retail media more attractive to brand advertisers to invest?
- Retailers’ first-party shopper data
- Measurement by third-party cookies
- Brands’ first-party data
- Fragmented attribution
Retail Media is only considered a lower-funnel media strategy that only helps with conversions (i.e., product sales) rather than awareness, consideration, retention, or loyalty in a shopper journey. True or false?
- True
- False
What are the key benefits of retail media onsite advertising compared to offsite advertising? Select all that apply.
- Brands interact with shoppers through a retailer’s website, app, or the like
- Brands target shoppers at the conversion stage of the sales funnel.
- Retailers are allowed to activate their first-party customer data to help brand advertisers reach shoppers using third-party properties.
What should a brand using Microsoft Retail Media Offsite do if their shoppers do not check out their products after clicking a Product Listing Ad (PLA) on the retailers’ websites?
- The brand should use the Microsoft Retail Media platform (powered by PromotelQ) to run ads on third-party platforms, such as social media or connected TV, that will bring the shoppers back to the website.
- The brand should use a social media ads platform to run ads to reach out to the shoppers.
- The brand should use the Microsoft Advertising platform to run search ads to reach out to the similar shoppers mapped by Microsoft.
What are the key benefits of Retail Media offsite advertising? Select all that apply.
- Brands interact with shoppers through a retailer’s website, app, or the like.
- Brands target shoppers at the conversion stage of the sales funnel.
- Retailers are allowed to activate their first-party customer data to help brand advertisers reach shoppers using third-party properties.
- Brands can target shoppers at the awareness and consideration stages of the sales funnel.
What are benefits of using the onsite PLA solution in a retail media program? Select all that apply.
- PLAs offer a pay-per-click advertising solution for brand advertisers who want to increase clickthrough and sell-through of products.
- Brand advertisers only pay when a shopper clicks on a PLA.
- PLAs feature multiple clickable components including a brand logo, allowing you to tell an on-brand story to drive brand awareness.
- PLAs take category ownership for maximum brand awareness.
Auction Banners are a CPM, impression-based on-site solution for brands who want to increase brand awareness. True or false?
- True
- False
What is true about Product Listing Ad extensions? Select all that apply.
- Their campaigns are automatically extended to Microsoft properties only when the ad can’t be served onsite.
- They guard against the deprecation of third-party cookies while maintaining privacy standards.
- They show targeted ads where shoppers browse off of a retailer’s website to drive more conversions.
What are the benefits of Auction Banners (also know as display banners) with Microsoft Retail Media? Select all that apply.
- They are cost effective as you only pay when shoppers view it instead of paying a flat fee.
- They offer targeted reach.
- They extend your brand’s reach.
- They take category share for maximum brand awareness.
Auction Banners may appear within product carousels on highly visible pages across a retailer’s site. True or false?
- True
- False
Which retail media ad formats can brands use to reach their shoppers? Select all that apply.
- Display
- Social media
Contoso Kitchen Appliances sells their products through retailers and wants to better promote their products to in-market shoppers. Why should their advertisers consider using Microsoft Retail Media? Select all that apply.
- The dashboard and reporting tool enable advertisers to easily gather campaign insights and make in-flight optimizations.
- Retail Media Offsite empowers brands to reach retailers’ first-party shoppers wherever they are through a unified approach to retail media.
- Retail Media Onsite helps brands reach shoppers based on their information collected by third - party cookies.
Contoso Running Shoes sells their products through retailers and has a primary focus of increasing brand awareness of new products onsite. Contoso Running Shoes should run a Banner Display Ad. True or false?
- True
- False
Which campaigns can you set up in the Microsoft Retail Media platform (powered by PromotelQ)? Select all that apply.
- PLA Campaign
- Display Banner Campaign
- PLA Extension Campaign
- Bing CPC Campaïgn
Which of the preset reports in the Microsoft Retail Media platform (powered by PromotelQ) can you use to get ROAS within a certain time frame? Select all that apply.
- Detailed Campaïgn Performance Report
- Campaign Performance Report
- Campaign Summary
- Sales Report
What type of auction can the Microsoft Retail Media platform ( powered by PromotelQ) platform offer?
- Waterfall
- Header bidding
- Second price auction
Microsoft Retail Media platform’s (powered by PromotelQ) PLAs use category as their primary targeting to serve ads to onsite shoppers. True or false?
- True
- False
PLAs and Auction Banner Ads are served based on auctions, competing with other advertisers’ corresponding ads. True or false?
- True
- False
When creating a PLA campaign, after selecting your desired SKUs, the category targets must be manually applied to the campaign. True or false?
- True
- False
Which shopper engagement will trigger charge for Auction Banner Ads campaigns in most cases?
- Impression
- Click
- Purchase
Which shopper engagements will trigger charges for PLA campaigns in most cases?
- Impression
- Click
- Purchase
Which of the following factors influence the likelihood for PLA campaigns to win auctions? Select all that apply.
- Product price
- Bid value
- Product category
- Units sold
Which are the primary pacing methods available in the Microsoft Retail Media platform (powered by PromotelQ)? Select all that apply.
- Even/Dynamic Pacing
- Front-Loaded Pacing
- Day Parting
- Weekly Pacing
What does “PLA” mean in the Microsoft Retail Media platform (powered by PromotelQ)?
- Product Listing Ads
- Product Listing Acquisition
- Product Link Ads
- Product Listing Asset
What does “Report Period” refer to in the campaign reporting?
- Which brands the report will include
- How the data will be aggregated within the report
- The date range for the report
- Which campaign type will be included in the report
What does “Campaign Flight Date” refer to in the Microsoft PromotelQ platform?
- How long it takes to get a campaign live
- The date range the campaign is active
- The amount of time until a campaign runs out of budget
What does “Vendors” refer to in the campaign reporting?
- Which brands the report will include
- How the data will be aggregated within the report
- The date range for the report
- Which campaign type will be included in the report
What does “Campaign Budget Interval” mean in the Microsoft Retail Media platform(powered by PromotelQ)?
- How much budget is in the campaign
- How often the campaign’s budget is refreshed
- How long a budget is included in the campaign
What does “Campaign Type” refer to in the campaign reporting?
- Which brands the report will include
- How the data will be aggregated within the report
- The date range for the report
- Which campaign type will be included in the report
What does “CTR” mean in the Microsoft Retail Media platform (powered by PromotelQ)?
- How much ads spend per each display (= Ad Spend / Impressions)
- How many times shoppers view ads after being shown to it. (= Views / Impressions)
- How many product purchase generated after ads being shown to shoppers. (= Conversions / Impressions)
- How many times shoppers click into your ads after being shown to it. (= Clicks / Impressions)
What does “Report Interval” refer to in the campaign reporting?
- Which brands the report will include
- How the data will be aggregated within the report
- The date range for the report
- Which campaign type will be included in the report
What does “CPC” mean in the Microsoft Retail Media platform (powered by PromotelQ)?
- The cost for each shopper click made to your campaigns
- The cost for each shopper view made to your campaigns
- The cost for each time your campaigns show to shoppers
- The cost for each purchase made by shoppers after engaging with your campaigns
Microsoft Retail Media offers both Impressions and Views (also known as Viewable Impressions). What does Impressions mean in the Microsoft Retail Media platform (powered by PromotelQ)?
- Number of times your campaigns are clicked by shoppers
- Number of times your campaigns are shown or served to shoppers
- Number of times your campaigns are viewed or seen by shoppers
- Number of times your campaigns are engaged by shoppers
What does “Total Sales” mean in the Microsoft Retail Media platform (powered by PromotelQ)?
- The average cost-per-click for your campaign
- Number of times shoppers viewed your campaign
- Total attributed product sales generated from your campaign
- The rate at which shoppers are interacting with your campaign (clicks / product views)
What does “CPM” mean in the Microsoft Retail Media platform (powered by PromotelQ)?
- Cost per thousand clicks
- Cost per thousand impressions
- Cost per multi-touch attribution
- Cost per sale
The preset report “Sales Report” provides impressions and clicks by SKU.True or false?
- True
- False
What is considered a good benchmark ROAS for the Microsoft Retail Media onsite campaigns?
- 100%
- 300%
- 1,000% +
What are the main metrics to monitor when optimizing retail media campaigns? Select all that apply.
- CTR
- Campaign name
- Spend-through
- ROAS
Which campaign optimization strategies should you take when your PLA campaigns have high spend-through but a low ROAS? Select all that apply.
- Increase bid
- Decrease bid
- Add targets
- Remove low performing targets
Which campaign optimization strategies should you take when your PLA campaigns have low spend-through but a high ROAS? Select all that apply.
- Increase bid
- Decrease bid
- Add SKUs to campaign
- Remove low performing targets
For a brand selling lots of products with a budget, what is the ideal number of products per category to start with in a PLA campaign?
- 1
- 5-30
- 100
In addition to ROAS, what additional metrics should you consider when analyzing campaign performance? Select all that apply.
- Impressions
- Budget utilization
- CTR
- CPC
What is the recommended minimum campaign flight time to ensure that your onsite retail media ads can deliver results?
- 1-2 days
- 5-7 days
- 6-8 weeks
- 12-18 months
How is Retail Media best defined? Select all that apply.
- Retail Media includes advertising on a retailer’s website and/or app.
- Retaïl Media includes advertising on third-party websites using retailers’ first party shopper data.
- Retail Media includes advertising in their brick-and-mortar stores.
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