Microsoft Advertising Shopping certification exam answers

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The Microsoft Advertising Shopping certification program is an excellent opportunity for marketers to deepen their understanding of running effective shopping campaigns on the Microsoft Advertising platform. This certification is designed to provide a comprehensive overview of the tools and strategies necessary to optimize shopping ads, targeting, and bidding strategies. It covers essential topics such as setting up shopping campaigns, managing product listings, and using advanced bidding options like Target ROAS, Maximize Clicks, and Enhanced CPC. By obtaining this certification, professionals can demonstrate their proficiency in leveraging Microsoft Advertising to drive e-commerce success, making them valuable assets to any digital marketing team.

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

From personal experience, preparing for and passing the Microsoft Advertising Shopping certification exam was a rewarding journey. The exam itself tests both theoretical knowledge and practical application, ensuring that candidates are well-versed in the platform’s capabilities. I found that the key to success was not just understanding the technical aspects but also knowing how to apply these strategies in real-world scenarios. The certification process helped me refine my approach to managing shopping campaigns, making me more confident in my ability to achieve business goals through targeted advertising efforts.

To anyone preparing for the Microsoft Advertising Shopping certification exam, I highly recommend using our comprehensive guide. This resource includes a wide array of questions, detailed answers, and thorough explanations that mirror the actual exam content. The guide is structured to help you grasp complex concepts and develop a practical understanding of the material. By studying with our guide, you’ll gain valuable insights and practice, significantly boosting your chances of passing the exam on your first attempt. Invest in your professional development with this certification, and take advantage of our guide to ensure you’re well-prepared to excel in the exam and beyond.

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

Contoso Pet Supplies wants to run a report that shows negative keywords and the products they are preventing from showing. Which report should they run?

• Product match count report
• Product negative keyword conflict report
• Website URL report
• Search term report

Explanation: The correct report for Contoso Pet Supplies to run is the Product negative keyword conflict report. This report is specifically designed to identify instances where negative keywords are preventing products from appearing in search results. In the context of Microsoft Advertising Shopping campaigns, negative keywords are used to exclude certain terms that may not be relevant to the products being advertised. However, if these negative keywords are too broad or misaligned, they can inadvertently block relevant products from being shown to potential customers. The Product negative keyword conflict report helps advertisers understand which negative keywords are causing this issue, and which specific products are being affected. By running this report, Contoso Pet Supplies can review and refine their negative keyword strategy to ensure that it effectively filters out irrelevant traffic without hindering the visibility of their products. This targeted analysis is crucial for optimizing ad performance and ensuring that the right products reach the right audience. In contrast, the other report options, such as the Product match count report, Website URL report, and Search term report, do not provide the specific insights needed to address negative keyword conflicts. The Product match count report focuses on the number of times products have matched search queries, the Website URL report provides information on the URLs driving traffic, and the Search term report lists the actual search terms triggering ads. None of these reports offer the detailed conflict analysis necessary to identify and resolve negative keyword issues, making the Product negative keyword conflict report the appropriate choice for Contoso Pet Supplies.

A product appears in both a high priority (campaign A) with a bid of $1, and low priority (campaign B) with a bid of $10. Which will be used for a relevant query?

• Campaign B
• Campaign A
• Neither because it is a duplicate conflict.
• The platform will alternate.

Explanation: In the context of Microsoft Advertising Shopping campaigns, if a product appears in both a high priority campaign (campaign A) with a bid of $1 and a low priority campaign (campaign B) with a bid of $10, the system will use the high priority campaign (campaign A) for a relevant query, despite the lower bid amount. This outcome is due to the way Microsoft Advertising handles campaign priorities. Campaign priority settings are used to determine which campaign should be used when the same product is eligible to serve from multiple campaigns. A higher priority campaign (e.g., high, medium, or low) takes precedence over a lower priority campaign when deciding which ad to serve. Therefore, even though campaign B has a higher bid of $10, campaign A will be chosen because it has been assigned a higher priority. This mechanism ensures that advertisers can strategically control which products appear in response to search queries based on the specific objectives of their campaigns. The ability to set campaign priorities allows advertisers to allocate budgets more effectively and optimize their bids according to the importance and performance goals of each campaign. For instance, they might use high priority campaigns for best-selling or high-margin products to ensure maximum visibility, while lower priority campaigns might include less critical products. This system prevents the potential conflict of duplicate listings and simplifies the management of multiple campaigns targeting the same products. Thus, the selection of Campaign A is correct because the high priority status overrides the lower bid, ensuring that the product is served according to the advertiser’s strategic preferences rather than merely the bid amount.

Which of the following statements are true about Smart Shopping?

• Uncapped budgets are recommended.
• Only one ad group is allowed.
• You can have a granular and complex structure with multiple ad groups.
• Selecting either maximize conversion value or target return on advertising spend is allowed.

Explanation: In the context of Microsoft Advertising Shopping certification, understanding the functionality and best practices for Smart Shopping campaigns is crucial. Smart Shopping campaigns are designed to simplify the management and optimization of shopping ads by leveraging automated bidding and ad placement across various networks. Among the given statements, the correct ones are: Uncapped budgets are recommended, Only one ad group is allowed, and Selecting either maximize conversion value or target return on advertising spend is allowed. Uncapped budgets are recommended because Smart Shopping campaigns rely on machine learning to optimize performance, and having an uncapped budget allows the algorithm to adjust bids dynamically to maximize results without being restricted by budget limitations. This flexibility helps in achieving the best possible return on investment. Furthermore, Smart Shopping campaigns are streamlined to include only one ad group. This simplicity ensures that the machine learning algorithms can efficiently manage and optimize the ads without the complexity of multiple ad groups, which can dilute the effectiveness of the automated strategies. Lastly, advertisers can choose between maximizing conversion value or targeting a specific return on advertising spend (ROAS). This flexibility allows advertisers to align the campaign’s objectives with their business goals, whether it is maximizing the overall conversion value within the given budget or achieving a precise ROAS target. The option to have a granular and complex structure with multiple ad groups is incorrect in the context of Smart Shopping, as the system is intentionally designed to be less complex to ensure that the automation can work effectively. By understanding these key aspects, advertisers can leverage Smart Shopping campaigns to efficiently reach potential customers and drive better performance with less manual intervention.

You can use the search term report for shopping campaigns.

• True
• False

Explanation: In the context of Microsoft Advertising Shopping certification, the statement You can use the search term report for shopping campaigns is true. The search term report is an invaluable tool for advertisers running shopping campaigns as it provides detailed insights into the actual search queries that triggered their product ads. This report allows advertisers to understand better what potential customers are searching for when their ads are displayed, enabling them to fine-tune their keyword strategies and product listings. By analyzing the search term report, advertisers can identify high-performing queries and optimize their bids and budgets accordingly to maximize their return on investment. Additionally, this report helps in identifying irrelevant or low-performing search terms, which can then be added as negative keywords to prevent wasted spend on non-converting traffic. The ability to leverage the search term report ensures that shopping campaigns are more targeted and efficient, leading to improved ad performance and higher conversion rates. It provides crucial data that can inform decisions about product titles, descriptions, and even inventory management by revealing trends and demand patterns. Therefore, using the search term report is a strategic practice that aligns with the goal of continuously optimizing and refining shopping campaigns to achieve the best possible outcomes.

Which of the following statements is true about shopping campaigns?

• Ads are created from product feed data.
• Ads are automatically created from your website content.
• Ads do not contain images.
• Ads do not require a store name.

Explanation: In the context of Microsoft Advertising Shopping certification, the statement Ads are created from product feed data is true. Shopping campaigns are designed to showcase product listings directly within search results, and the creation of these ads relies on structured data provided in the product feed. The product feed is a crucial component that includes detailed information about each product, such as titles, descriptions, images, prices, availability, and other relevant attributes. This data is submitted to Microsoft Merchant Center, where it is used to generate ads automatically. The reliance on product feed data ensures that ads are accurate, up-to-date, and reflective of the inventory available on the advertiser’s website. Unlike traditional text ads that require manual creation and management, shopping ads draw directly from the product feed, streamlining the process and allowing for the efficient handling of large inventories. This method also supports dynamic updates, meaning any changes to the product feed—such as price adjustments or stock availability—are promptly reflected in the ads. In contrast, the incorrect options highlight common misconceptions about shopping campaigns: ads are not created automatically from website content, as this would not ensure the structured and precise data required for effective product listings; shopping ads do contain images, which are a critical element in attracting user attention and conveying product information visually; and ads do require a store name, as this helps to build brand recognition and trust with potential customers. By understanding that shopping ads are created from product feed data, advertisers can focus on maintaining a high-quality, comprehensive product feed to optimize their shopping campaigns’ performance and ensure that their product listings are compelling and effective in driving conversions.

What are benefits of using the onsite Product Listing Ads (PLAs) solution in a retail media program?

• PLAs feature multiple clickable components, allowing you to tell an on-brand story.
• Brand advertisers only pay when a shopper clicks on a PLA.
• PLAs highlight key products next to competitors and take category ownership.
• PLAs offer a pay-per-click advertising solution for brand advertisers who want to increase clickthrough and sell-through of products.

Explanation: In the context of Microsoft Advertising Shopping certification, understanding the benefits of using the onsite Product Listing Ads (PLAs) solution in a retail media program is crucial for optimizing advertising strategies. The correct statements are Brand advertisers only pay when a shopper clicks on a PLA and PLAs offer a pay-per-click advertising solution for brand advertisers who want to increase clickthrough and sell-through of products. The pay-per-click (PPC) model is a significant advantage because it ensures that brand advertisers are only charged when their ads successfully engage potential customers, making it a cost-effective and performance-based advertising solution. This model helps maximize return on investment (ROI) by aligning costs directly with ad engagement and effectiveness. Additionally, PLAs are designed to increase clickthrough rates (CTR) and sell-through of products by prominently displaying key product information, such as images, prices, and titles, directly within the ad. This visibility not only attracts more clicks but also enhances the likelihood of conversion by presenting relevant products to shoppers at the right moment in their purchase journey. The combination of the PPC model and the strategic placement of product listings ensures that advertisers can efficiently drive traffic to their product pages and ultimately boost sales. While PLAs do indeed highlight key products and can be strategically positioned next to competitors to take category ownership, the primary benefits emphasized here are the cost efficiency and performance optimization provided by the PPC structure. Furthermore, while PLAs can feature multiple clickable components and support storytelling, the core value lies in their ability to drive measurable results through increased clickthrough and sell-through rates. By leveraging these benefits, brand advertisers can effectively use PLAs to enhance their retail media programs, ensuring that their products gain maximum visibility and engagement while maintaining control over advertising costs.

Amelia wants to run a report that shows performance data such as clicks, impressions, and conversions for each product in the feed. Which report should Amelia run?

• Product partition report
• Product match count report
• Product search term report
• Product dimension report

Explanation: In the context of Microsoft Advertising Shopping certification, the correct report for Amelia to run in order to see performance data such as clicks, impressions, and conversions for each product in the feed is the Product dimension report. This report is specifically designed to provide detailed performance metrics at the individual product level, making it an essential tool for any advertiser looking to understand how each product in their feed is performing. The Product dimension report offers granular insights by breaking down key performance indicators (KPIs) such as the number of clicks, impressions, and conversions each product has received. This level of detail allows advertisers like Amelia to identify which products are driving the most traffic and conversions, and which may need optimization or adjustment in the campaign strategy. The ability to see performance data at the product level is crucial for making informed decisions about bidding, budgeting, and product listings. It helps in pinpointing high-performing products that may deserve increased investment and highlighting underperforming items that might require further optimization or even removal from the campaign. In contrast, other reports like the Product partition report, Product match count report, and Product search term report offer different perspectives and data. For instance, the Product partition report provides information about how products are subdivided within a campaign, the Product match count report focuses on the frequency of product matches to search queries, and the Product search term report highlights the search terms that triggered the ads. While these reports are valuable for other specific analyses, they do not provide the comprehensive product-level performance data that Amelia needs. Therefore, the Product dimension report is the appropriate choice for obtaining a detailed understanding of the performance metrics for each product in the feed, enabling data-driven optimization of shopping campaigns.

Price drop extensions work on both search and product ads.

• True
• False

Explanation: In the context of Microsoft Advertising Shopping certification, the statement Price drop extensions work on both search and product ads is false. Price drop extensions are a specific type of ad extension designed to highlight a reduction in the price of a product, making it particularly attractive to potential customers. However, these extensions are primarily used within the realm of search ads, not product ads. Search ads are text-based advertisements that appear on search engine results pages (SERPs) in response to user queries. The purpose of price drop extensions in search ads is to capture the attention of users by prominently displaying the discounted price directly within the ad, thereby increasing the likelihood of a click-through and conversion by leveraging the appeal of a sale or discount. On the other hand, product ads, particularly those used in Shopping campaigns, are visually focused and feature product images, titles, prices, and other relevant information directly pulled from the product feed in Microsoft Merchant Center. These ads automatically reflect any changes in product pricing as they update in real-time based on the feed data. Hence, there’s no need for an additional price drop extension because the updated price, including any discounts, is already displayed within the product ad itself. By distinguishing between the functionalities and applications of search ads and product ads, it’s clear that price drop extensions are tailored to enhance text-based search ads rather than product ads, which inherently display price information. This understanding is crucial for advertisers who aim to effectively utilize ad extensions to boost the performance of their campaigns. Therefore, the statement that price drop extensions work on both search and product ads is incorrect, as their functionality is limited to search ads, ensuring that advertisers use the right tools for the right ad formats to maximize their advertising efforts and achieve optimal results.

• Contoso Pet Supplies wants to run a report that shows negative keywords and the products they are preventing from showing. Which report should they run?
• A product appears in both a high priority (campaign A) with a bid of $1, and low priority (campaign B) with a bid of $10. Which will be used for a relevant query?
• Which of the following statements are true about Smart Shopping?
• You can use the search term report for shopping campaigns.
• Which of the following statements is true about shopping campaigns?
• What are benefits of using the onsite Product Listing Ads (PLAs) solution in a retail media program?
• Amelia wants to run a report that shows performance data such as clicks, impressions, and conversions for each product in the feed. Which report should Amelia run?
• Price drop extensions work on both search and product ads.
• What are the benefits to opting-in to the automatic item updates in your Microsoft Shopping Campaigns’ feeds?
• Contoso Cameras’ campaigns have been running for six weeks. Where can they find reporting and analysis for their shopping campaigns?
• Contoso Lighting wants to set up Local Inventory Ads (LIAs) for their Microsoft Shopping Campaigns. In what order should the following steps be taken to set up them up?
• Microsoft Shopping Campaigns serve on mobile devices.
• Clicks on product ads are charged on what basis with Microsoft Advertising?
• Which of the following statements describe the benefits of setting up a Smart Shopping campaign?
• Microsoft Shopping Campaigns pull which of the following from the advertiser’s feed?
• How many custom label attributes can you add for each product?
• Contoso Pet Supplies has noticed a recent dip in impressions in their shopping campaign and want to explore. Where can they do this?
• Contoso Jewelry Store wants to start using product ads and Microsoft Shopping Campaigns from scratch. What is the correct sequence of steps they need to follow in order to do this?
• A brand advertiser has strong ROAS on a retail media campaign but wants to get more value still. If the campaign is not capped by budget, what are the best optimization strategies to apply?
• Brian has a new product and wants to set up a Smart Shopping campaign. What is the correct sequence of steps Brian needs to follow in order to do this?
• Contoso Foods are creating a shopping feed and completing the product category field. Microsoft Advertising supports the use of both string such as Electronics > Communications > Telephony > Mobile Phones and Product Category IDs such as ‘267’.
• Contoso Toys has decided to create a ‘catch-all’ campaign with an all-products product group in it. As a best practice, how should they bid in this scenario?
• The products rating feed file is contained in the shopping feed file.
• Contoso Widgets is a new advertiser creating a new store in Microsoft Merchant Center and their store is rejected. What are possible reasons for this?
• When Contoso Clothing is submitting partial feed updates, which of the following attributes can be updated without editing their full feed?
• What are some best practices when trying to optimize your description in the product feed?
• Which of the following Share of Voice attributes can you include in the product dimension report?
• Which of the following are examples of product ad enhancements?
• Contoso Kitchen Supplies are running product ads. When a searcher clicks on their ad, which of the following happens?
• Which of the following are required attributes when creating a shopping feed?
• Your shopping feed file expires after 30 days unless refreshed or updated.
• Contoso Cameras is seeing that their products are being rejected and want to learn why. Where can they go to find this information?
• What is the Microsoft Advertising product ad maximum file size for the product image?
• In a shopping campaign, bidding should be higher when reaching a more granular level.
• Which of the following are benefits of utilizing local inventory ads?
• Which of the following are the values of offsite advertising?
• Contoso Cameras is setting up a new Smart Shopping campaign. What is the recommended amount of time they should keep their Return On Advertising Spend (ROAS) target as-is during the algorithm’s learning period?
• Both Product_Type and Product_Category attributes recognize which sign as their delimiter?
• Zoe is setting up Microsoft Advertising Shopping. Select three ways in which Zoe can verify her domain.
• Which of the following are useful Microsoft Advertising reports for your shopping campaigns?
• How is it generally recommended you bid on product SKU product groups?
• Julian has been hired as a consultant by Contoso Kitchens to help run PromoteIQ ads. Julian recommends running a banner ad for their newest product on a home appliance store site. What type of advertising is this?
• Which of the following is a way to verify your domain when setting up Microsoft Advertising shopping?
• Which of the following statements about the redirect URL attributes in a product feed file is true?
• Product ads contain which of the following?
• When looking at product issues in the store summary, what is the symbol for a warning?
• Smart Shopping Campaigns take precedence over standard shopping campaigns.
• Which report should you run to see what your audience is searching for when your product ads are shown?
• Contoso Hair Supplies wants to run a report that shows performance data such as clicks, impressions, and conversions for each product group in their feed. Which report should they run?
• Contoso Jewelry store wants to review the import status of their most recent Google Merchant Center import. Where will they find this in the Microsoft Advertising User Interface?
• Contoso Shoes want to explore which websites their product ads have appeared on. Which report should they run?
• How can using the Google Merchant Center import tool benefit an advertiser?
• Contoso Candies wants to change its store name in the Microsoft Merchant Center. Who can amend the store name?
• When creating a new shopping campaign you select ‘sell products from your catalog’ as your campaign goal. After this you select your campaign subtype, and can choose between Smart Shopping, Standard Shopping, or Dynamic Shopping.
• Nicole has verified her domain with universal event tagging for other Microsoft Advertising products, but will still need to verify her domain again for Microsoft Shopping.
• Contoso Cameras wants to group their products into the following sets: high margin products, special offers, and seasonal offers. Which feed field can they use to do this?
• Hugo is setting up a new shopping campaign for a new product line. Which bid strategy can Hugo use if using a third party bid management tool?
• What does the non-targeted report in ‘store issues’ tell you?
• Contoso Cameras Inc. is adding a merchant promotion to its ad for 10% off. What clickable text will be added to Contoso Cameras’ ad to highlight the promotion?
• Which of the following are acceptable feed file types?
• Which of the following is an optional attribute when creating your product feed?
• Contoso Cameras wants to submit local product information for their local inventory ads. How do they do this?
• Contoso Cameras are collecting images and image links for their product feed file. What are some product image best practices they should adhere to?
• What are two ways you can create a Microsoft Shopping campaign?
• Which of the following is a best practice for shopping campaign structures?
• Contoso Clothing has frequent updates to the sale price and product availability attributes for specific products in their campaign. They also do not have an API set up. Which of the following is Contoso Clothing’s best option?
• The store name in a product ad is taken from the advertiser’s product feed.
• Contoso Films wants to filter their products. Which of the following attributes cannot be used to filter their products in a shopping campaign?
• Contoso Kitchens wants to implement product ratings but do not have a feed file for this. They’ve heard that ratings from one supplier do not require an additional feed. Which supplier is this?
• Contoso Bikes have forgotten to update, or re-upload, their product feed file. After how long will their feed file expire if it’s not updated or re-uploaded?
• When a new shopping campaign is created, an ad group with a product group is created by default. What type of product group is this?
• Which of the following advertisers would NOT be eligible to use Microsoft Shopping Campaigns?
• How does Microsoft Advertising define impression share?
• Ted wants to create a store in the Microsoft Advertising User Interface (UI). Where does Ted need to go in the UI to do this?
• Contoso Kitchens is a company running Sponsored Brands on a home appliance store site. What role does the store site play?
• When looking at product issues in the store summary, what is the symbol for an error?
• Contoso Cameras wants to run ads that have rich product information, including a product image and store name. What types of ads should they create?
• Where do you go in the Microsoft Advertising User Interface to carry out a merchant center import?
• Elodie is running shopping campaigns for her new website. Which bid strategies are available to her?

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