Microsoft Advertising Certification Study Guide
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Microsoft Advertising Certification Study Guide So you want to become a Microsoft Advertising Certified Professional – we’ve got you covered. Use this study guide to prepare yourself to ace the Microsoft Advertising Accreditation test. How to use this searchable study guide: 1. All Topics on the next page are tested, so be sure you cover off on all sections. 2. Remember your best friend is “Ctrl+F” so search for the keywords (pun intended) you need more info about. 3. Jump right to the section (use the links on the next page) you need to spend a little more time brushing up on. 4. Raise your hand, tweet or Bing your question if you get stuck! Microsoft Advertising 2021 Study Checklist of Accreditation Topics ❑ What is Microsoft Advertising and how ❑ Creating a great ad experience with does PPC work? Quality Score ❑ Introduction to campaigns, ad groups and ❑ Detailed reporting in Microsoft how to use Google Import Advertising ❑ PPC bidding, traffic estimation, and CPC ❑ Dynamic search ads strategy ❑ Multi-linking and Multi-user Access ❑ Effective PPC copywriting and ad copy tips ❑ Syndicated Partner Network ❑ Choosing keywords and how to do ❑ Microsoft Advertising Intelligence keyword research ❑ Universal Event Tracking ❑ Microsoft Advertising policies ❑ Microsoft Advertising Editor ❑ Ad extensions ❑ Microsoft Advertising Editor campaign ❑ Expanded Text Ads, Upgraded URLs, and optimization dynamic text insertion ❑ Microsoft Advertising budgeting and ❑ Keyword match types billing ❑ Campaign exclusions ❑ Microsoft Shopping Campaigns ❑ Audience Targeting: Device, location and ad ❑ Microsoft Advertising automated rules schedule and bids ❑ Audience Targeting: Remarketing and ❑ Microsoft Advertising Scripts ❑ Microsoft Audience Network LinkedIn ❑ Microsoft Audience Network: Search ❑ Audience Targeting: In-market Audiences campaign workflow and Custom Audiences ❑ Microsoft Audience Network: Audience ❑ Campaign optimization for PPC ads campaign flow ❑ LinkedIn Profile Targeting ❑ Hotel Ads Microsoft Advertising 2021 Ok let’s get started… ❑ What is Microsoft Advertising and how does PPC work? Across the Internet, businesses are realizing the benefits of pay-per-click (PPC) advertising. Microsoft Advertising can help you reach a new group of high-quality customers and increase your return on advertising spend (ROAS). In addition, clients with Microsoft Advertising campaigns often have lower costs-per-click (CPC) and costs-per acquisition (CPA) than with comparable Google Ads campaigns. This overview explains how Microsoft Advertising works to help you execute marketing strategies that get better results. After reading this Study guide, you will understand what Microsoft Advertising is, and how to: • Reach new, high-quality customers in specific audience segments. • Import established campaigns to Microsoft Advertising. • Take advantage of specific targeting methods. • Improve campaign performance using relevant keywords. • Optimize keywords with keyword bids. What is an ad? An ad is an advertisement displayed to a potential customer. You'll often see ads referred to in the context of an ad group or a campaign. An ad group contains one or more ads and keywords, while a campaign contains one or more ad groups. What is Microsoft Advertising? Every day, millions of people type keywords into search engines, looking for products and services. With search advertising, you create ads and bid on keywords. One of the locations your ad may appear is the “Ads” section of search results pages. Whether customers want to purchase a product, request a service or sign up for information, your goal is to get customers to see your ad and go to your website, call your store, or download your app. You can accomplish this by having your ad appear at the top of the search results page, in the “Ads” sections. Here's an example of a basic Microsoft Advertising ad: Microsoft Advertising 2021 Here’s an example of an “Ads” section of the search results page: When customers view and click your ad, they are sent to your website. Either they make a purchase, request your service, sign up for more information or download your app. These customer actions are called “conversions.” Think of “conversions” as turning a potential customer into an actual customer. Think of making a “conversion” as a better ROI. Microsoft Advertising 2021 Targeting Options With Microsoft Advertising and the Microsoft Advertising Network, you can reach 167 million unique users. These users spend 26% more online than the average internet searcher. Leveraging the powerful targeting features of Microsoft Advertising, you can reach this engaged audience and connect with high-quality customers. To get your ads in front of your ideal audience, you need to build campaigns that take advantage of these precise and flexible targeting features: Keywords: You can bid on keywords and make them adjustable based on peak or low traffic volumes. Location: You can show a store address in your search ad. You can also specify a radius within a city or U.S. ZIP code. This means you can show your ads only, or more often, to search users who live within a short distance to your local stores. Language: You can set one or all applicable languages for your campaigns. The language you set in your campaign correlates to the language of the end-user’s web browser settings. Scheduling: You can pinpoint the scheduling of your ads to 15-minute increments throughout the day. You can also adjust your campaign settings to serve your ads during days of the week or hours of the day that your local stores are open for business. Device type: You can connect with customers on a mobile device, tablet device or PC device. Time of Day and Day of the week: You can targeting by time, and use the searcher’s local time zone. Audience targeting: You can target for demographics (age and gender) to connect with customers who are part of a unique segment. Shopping: You can target purchase intent with Shopping Campaigns for e-commerce. This unique ad experience displays a product image and price in the search results instead of a traditional text ad. Microsoft Advertising 2021 Google Import: Google Import makes copying campaigns from Google Ads easy, helping you reach more customers instantly. The import process is easy: simply sign in to Microsoft Advertising, click Import from Google Ads, and follow the steps to import your campaigns. Exploring keywords and keyword bids Keywords are the words or phrases searched on when looking for a product or service. When creating your PPC ad campaign, choose keywords relating to your business that match your customers' needs. For example, Paul is the owner of Contoso Bistro. Since he wants to increase his lunch take-out business, he uses “lunch take-out” as a keyword for his ad. When someone searches for “lunch take-out” his ad will show on the Microsoft Advertising search results page. You can create your own keyword lists, or use the Microsoft Advertising keyword research tools to identify effective keywords and keyword bids. Creating an effective keyword list is important. You may have a great targeting strategy, but without a great keyword list, customers may never see your ads. Microsoft Advertising tools help to get suggestions for more keywords you might not have thought of. • Identify the right keywords. • Choose optimal keyword bids. • Analyze performance & optimize. • Improve campaign performance. Optimization If your ultimate goal is to get a conversion and better overall ROI, you want to drive relevant traffic to your website. Identifying the right keywords is step one. Optimizing your keywords to make it attractive to search engines is step two. The steps to optimization include choosing the best amount to pay Microsoft Advertising 2021 (keyword bid) for each keyword, then keeping track of how well each keyword performs by using Microsoft Advertising reporting tools to review, study and adjust your keywords and keyword bid accordingly. Running reports and refining your keywords and ads is how you will continually improve your paid search ad performance, increase your conversions and grow your business. As you build that perfect list of keywords, keep in mind Microsoft Advertising policies and the ad and keyword review process. Following these policies will help your keywords and ads go live as soon as possible. Later, you will learn how to fix keywords with a Disapproved or Approved Limited status. ❑ Introduction to campaigns, ad groups and how to use Google Import Campaigns and ad groups — along with importing campaigns from other search engines — make it easy to organize, manage and monitor your search advertising with Microsoft Advertising, as well as run campaigns from other search advertising tools. Google Import makes copying campaigns from Google Ads easy, helping you reach more customers instantly. This overview explains how campaigns and ad groups work to help you execute marketing strategies that get better results. After reading this Study guide, you will understand how to: • Structure your Microsoft Advertising campaigns and ad groups • Organize your accounts • Use the Google Import tool to import Google Ads • Create limits for accounts, campaigns, and ad groups Structuring Microsoft Advertising campaigns and ad groups Microsoft Advertising has four levels of organization: customer, accounts, campaigns, and ad groups. A customer contains one or more accounts. A customer has a customer ID, which is associated with your business name and your address. At the customer level, at least one person is designated as the Super Admin. Super Admins have administrative access to all accounts. Accounts contain one or more campaigns and include information about currency, time zone, whether you want to pay in advance (prepay) or pay later (postpay), your form of payment (primary payment method), and the people who have access to each account (users). Campaigns contain one or more ad groups, which share a campaign budget. Campaign types include Search, Shopping and Dynamic Search Ads. See targeting searches automatically with Dynamic Search Ads and Create product ads in a shopping campaign for more information.