2018 Bing Ads Exam Answers (June)

2018 Bing Ads Exam Answers (June)

 

You can configure the Manager pane to provide either tabs or a drop-down list for selecting the type of item that you want to view. True or False?

True —> Correct Answer 

False

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Although the Ad Preview and Diagnostics Tool is a powerful and useful tool, you should use it sparingly because it directly affects your campaign results and budget.

True —> Correct Answer 

False

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You can import existing campaigns from other online search engines, like Google. True or false?

True —> Correct Answer 

False

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Your ad will be approved if you comply with Bing Ads policies for the United States, regardless of the market in which the ad is being displayed.


True —> Correct Answer 


False

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Which of the following will help you evaluate the effectiveness of your campaigns?
Ad groups
Universal Event Tracking —> Correct Answer 
Dynamic text parameters
Incremental bids

Explanation: An important part of PPC optimization is constantly using the Bing Ads resources designed to help you boost performance. Take advantage of the following Bing Ads features to review and improve your campaigns. Universal Event Tracking allows you to tag your site, track customer conversions, and understand how visitors behave on your site.

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With Bing Ads, you can export which kinds of campaigns?
Entire account
Individual campaigns
Specific ad groups
All of the above —> Correct Answer 

Explanation: When using Bing Ads Editor to export data, you have the power to be selective. You can export data from entire accounts, individual campaigns or specific ad groups. Read more here.

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Which Delivery status indicates an ad group that has passed its end date?
Ad group paused
Pending editorial review
Disapproved
Ad group expired —> Correct Answer 

Explanation: Ad group expired: No ads are running for this ad group, ad, or keyword because the ad group’s end date has passed.

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The Opportunities page helps you use specific and personalized steps to help optimize performance, listed in order of estimated impact. True or False?

True —> Correct Answer 
False

Explanation: You can now get to the Opportunities page from anywhere on the Bing Ads page. In it, you can use specific and personalized steps to help optimize your ad campaign’s performance, listed in order of estimated impact.

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Remarketing in paid search lets you target ads to people who have interacted with your site before. True or false?
True —> Correct Answer 
False

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Which of the following might generate invalid clicks? (Select two)
Trademark infringement
Search engine robots —> Correct Answer 
Fraudulent activity —> Correct Answer 
Increased clicks due to recent news about your company

Explanation: InvalidClicks that fall into the low-quality category which exhibit characteristics of user error, search engine robots, spiders, test servers, questionable sources, or fraudulent activity.

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Exclusions you set at the campaign level will cascade down to all of the ads in your campaign. True or false?
True —> Correct Answer 
False

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When you target by time of day, which time zone does Bing Ads use?
The distribution channel.
The searcher’s location, based on IP lookup. —> Correct Answer 
The language in which the ad is written.
The address provided at registration.

Explanation: When targeting by time, you are targeting the searcher’s local time zone. Bing Ads displays ads according to the end-users’ local time zones. You can pinpoint the scheduling of your ads to 15-minute increments throughout the day and adjust your bids based on peak or low traffic volumes.

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What is the first step in getting a bid estimation for keywords?
Choose the bid amount
Choose a keyword —> Correct Answer 
Choose the targeted position
None of the above

Explanation: To get bid estimations, choose a keyword. Then, in the Estimated Bid drop-down, click Get bid estimates. The Editor displays recommended bids for three different targeted positions: Est. first page bidEst. main line bid, and Est. best position bid. If keywords don’t get suggested bids, it’s because they are already competitive or data may be unavailable.

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What kinds of error types are indicated by a red circle with an exclamation point (”!”) in the Summary Grid?
Warning notifications
Information notifications
Opportunity notifications
All of the above —> Correct Answer 

Explanation: In the Summary Grid, items with errors are indicated by a red circle with an exclamation point (”!”). The error icon also appears on the tabs that contain errors. Error types include:

  • Warning notifications indicate the potential for undesired behavior, like negative keyword conflicts.
  • Information notifications provide additional details that are unrelated to delivery issues, like pending editorial review.
  • Opportunity notifications indicate opportunities for improvement, like low bids.

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For whom might you create a remarketing list?
Anyone that has made a purchase
Anyone that has visited a specific category page by defining that the URL contains the product.
Anyone that has visited your loyalty website
All of the above —> Correct Answer 

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With the Bing Ads Intelligence tool, you can get insights on searches by user location and/or demographic. True or False?
True —> Correct Answer 
False

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Which column in the Bing Ads data summary table tells you the pre- and post-auction delivery status of your campaign?
Status —> Correct Answer 
Impressions
Click-through rate
Delivery

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You want to run your report on a regular basis. Which option gives you this capability?
Impression column
Campaign Analytics report type
Limit your report results to specific accounts
Schedule this report to run automatically —> Correct Answer 

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You want to determine which ads lead to clicks and conversions, and which are not performing. Which type of report should you select?

Campaign report
Ad report —> Correct Answer 
Keyword report
Search term report
Ad group report

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For locations to display in Location Extensions, they must be within how many miles of user?
50 miles —> Correct Answer  
25 miles
15 miles
75 miles

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Sitelink Extensions can be associated at either the campaign or ad group level. True or false?
True —> Correct Answer 
False

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Looking at traffic history is one way to improve your bidding strategy. True or false?
True —> Correct Answer 
False

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When you use the Keyword Research & Account buttons to build or expand keywords lists, newly generated keyword lists also provide additional data. Which of the following data is included? (Select two)
Keyword traffic  —> Correct Answer 
Suggested bids  —> Correct Answer 
Future performance
Demographic targets

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The Summary Grid displays icons that alert you to errors or unsynchronized offline changes.
True  —> Correct Answer 
False

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The keyword research feature can help you:
Expand keyword or negative keyword lists  —> Correct Answer 
Target the most relevant audience
Get bid estimates
All of the above

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Which UET setting allows you to count each conversion/each user who converted?
Support for Unique conversions
Account level conversion goals
Conversions goals
UET Tag Helper —> Correct Answer 

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Which Bing Ads feature can help you analyze your ad campaign performance?
Editorial guidelines
Targeting
Reports —> Correct Answer
Dynamic text

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The most important feature of Sitelink Extensions (including Enhanced Sitelinks) is:
You can tailor the URL for each Sitelink Extension 
You can re-use the same landing page for multiple sitelinks
You can display up to six links to deeper pages on a website.
All of the above

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You want to track your search advertising budget and spend. Which report group should you select?
Billing and budget  —> Correct Answer 
Targeting
Delivery
Editorial

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Conversion tracking provides data about visitors who click your ad, and then continue to complete a desired action (conversion). True or False?
True —> Correct Answer 
False

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You can create a new campaign by copying an existing campaign from one account to another. True or false?
True —> Correct Answer 
False

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You want to improve the relevance of your ad and landing page. First, you include dynamic text in your ad. What else can you do?
Apply a keyword level destination URL using dynamic text
Increase your keyword bids
Increase your incremental bids
All of the above —> Correct Answer 

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An online clothing store sells clothing exclusively to young women. What are the best targeting options for this advertiser?
Age and time of the day
Age and location
Age and gender  —> Correct Answer 
Gender and day of the week

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What option will ensure/increase the chances that your ad is approved?
The landing page is under construction.
The landing page generates a pop up survey.
The landing page includes more than one of your keywords.  —> Correct Answer 
The landing page is not relevant to the ad text and keywords.

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What happens if you have Param 1 in your ad, but there is no corresponding value at the keyword level?
Without it, the ad will not serve
Without it, the ad will exceed character limits  —> Correct Answer 
Without it, the destination URL will not work.
Without it, the placeholder ad title won’t appear.

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Unified Device Targeting combines PCs, laptops, mobile devices and tablets into one category. How do you optimize your bid for tablets?
Increase the bid for all devices
Increase tablet bid  —> Correct Answer 
Decrease PC/laptop bid
It’s not possible to optimize bids for tablets

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Which Delivery status is given to ads or keywords that violate the Bing Ads policies?
Ad paused
Pending editorial review
Disapproved —> Correct Answer  
Eligible

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How can you overwrite your offline changes with what you have online?
Post Changes
Import
Get Changes  —> Correct Answer 
All of the above

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What is the main advantage of using dynamic text in your ads?
Allows you to exceed the character limits for Bing Ads ads.
Helps you find synonyms for the keywords you’ve chosen.
Displays ads only to customers most interested in purchasing.
Turns generic ads into custom ads. —> Correct Answer 

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Tablet investment can be controlled by bid modifiers of: (Select 2)
+900% —> Correct Answer 
-1000%
+1000%
-100% —> Correct Answer 

Explanation: To target by device type, click Advanced campaign settings. Then click Device. You can target desktop (including laptop) computers (bid adjustments -100% to +900%), tablets (-100% to +900%), or smartphones (-100% to +900%).

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What is the first step in creating your store in the Bing Merchant Center?
Create a Product Catalog
Link your online store (or site) to Bing Ads  —> Correct Answer 
Import your Excel file
Export your CSV file

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From which tab can you access your online billing statement?
Campaigns
Accounts & Billing  —> Correct Answer 
Opportunities
Tools

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When implementing conversion tracking, what is the first step?
Create a destination URL
Use UET Tag Helper
Create a conversion goal  —> Correct Answer 
Tag your site

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Why is it important to choose the right keywords? (Select two)
Prevents your campaign from being paused.
Helps more customers find your ads.
Drives more relevant traffic to your website.  —> Correct Answer 
Lowers your incremental bids. —> Correct Answer 

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As a Bing Ads customer, you want to run a very short seasonal campaign. You configure the campaign to run the last 10 days in November. You’re willing to spend a maximum of $5,000 on this campaign for the month. What amount should you enter in the campaign budget field when using the Daily Standard option?
50
100
500 —> Correct Answer 
1000

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Which feature should you use to create a custom filter that shows items with different attributes?
Advanced search  —> Correct Answer 
Find and replace
Match types
None of the above

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How do incremental bids affect the display of your ad?
They trigger the display of your ad when terms in your keyword appear in any order in the search query.
They cause a word or phrase to be inserted at display time into the ad.
They affect the number of times your ad is displayed in a given month.
They increase the likelihood that your ads are displayed in a better position to customers who meet your targeting criteria. —> Correct Answer 

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With pay-per-click search advertising, when are you charged?
Each time your ad is displayed on the search results page.
Each time a customer makes a purchase from your website.
When your ad goes live.
Each time a customer clicks your ad. —> Correct Answer 

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In Bing Ads, which customer actions are considered conversions? (Select three)
Completing a transaction.  —> Correct Answer 
Performing a search query.
Purchasing a product or service.  —> Correct Answer 
Filling out a registration form.  —> Correct Answer 
Clicking the ad.

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If you set a daily accelerated budget too low for the traffic generated by your keywords, what might happen?
Bing Ads will automatically recalculate a higher daily budget for your campaign.
Bing Ads might not allow you to change your daily budget and keyword bids.
You might deplete your campaign’s daily budget before the end of the day.  —> Correct Answer 
You might deplete your campaign’s daily budget before the end of the month.

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What Bing Ads feature allows you to schedule changes to your campaigns ahead of time?
Bing Ads Intelligence
Automated rules  —> Correct Answer 
Universal Event Tagging
Remarketing

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Which item is not a possible Campaign Exclusion?
Geographic locations
Age and gender  —> Correct Answer 
IP address
Website

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What are two ways to import a file? (Select two)
Excel
CSV file  —> Correct Answer 
Google AdWords  —> Correct Answer 
Default settings

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Bing Ads Editor allows you to work and make changes offline and online. True or False?
True —> Correct Answer 
False

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Trey Research sells vegetable seeds and does not want its ad to display when a customer searches for flower seeds. To avoid displaying an ad when a customer searches for flower seeds, which Bing Ads option should they select?
Broad match
Phrase match
Param 3
Negative keyword —> Correct Answer 

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If you set up multiple bid modifiers, more than one of your target criterion is met, and your ad is clicked, you pay for each of the bid adjustments that match.
True —> Correct Answer 
False

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The Negative Keywords Conflicts report provides useful information about how negative keywords may be reducing campaign effectiveness. This report returns which of the following information? (Select two)
Determine if your ad and keyword are receiving impressions.
How many impressions were lost because of the conflict. —> Correct Answer 
Which keywords and negative keywords are conflicting. —> Correct Answer 
Whether the conflict is at the campaign or ad group level.

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The Negative Keywords Conflicts report provides useful information about how negative keywords may be reducing campaign effectiveness. This report returns which of the following information? (Select two)
Determine if your ad and keyword are receiving impressions.
How many impressions were lost because of the conflict.
Which keywords and negative keywords are conflicting.  —> Correct Answer 
Whether the conflict is at the campaign or ad group level. —> Correct Answer 

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Which components are not required for a Bing Ads text ad? (Select two)
Ad title
Company name  —> Correct Answer 
Ad text
Targeting —> Correct Answer 
Display URL
Destination URL

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Which exclusions are permitted at the campaign level to keep your ad from displaying?
Location
Website
IP Address
All of the above —> Correct Answer 

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You can import Google campaigns directly into Bing Ads using your Google AdWords credentials. True or false?
True —> Correct Answer 
False

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What is the best way to learn how many clicks Bing Ads has identified as low quality?
Use commercial web-tracking software to monitor site traffic.
Use performance reports to identify sources of low-quality activities.  —> Correct Answer 
Set up a monthly budget that allows for trends and fluctuations.
Contact Bing Ads Support periodically.

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Coho Winery wants their ad to display for the keyword “white wines” when a customer’s search query is either “white wines” or “buy wines white.” Which keyword match option should they select?
Broad match  —> Correct Answer 
Phrase match
Exact match
Negative keyword

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A tracking tag (UET tag) is designed to help advertisers retarget their audience for which purpose?
Take advantage of inline alerts
Track customers for remarketing  —> Correct Answer 
Increase ad spend
Validate a tag

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What is a keyword bid?

Specifies the number of times your ad is displayed in a given month.
Specifies the maximum price you are willing to pay each time someone clicks your ad.  —> Correct Answer 
Specifies how closely a search query must match your keyword.
Specifies what price you must pay for your keywords in order to reach position one.

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Which of the following factors could impact the performance and delivery of your ad?
The relevance of your keywords
Your keyword bid amount
The click-through rate on Bing Network results pages
All of the above. —> Correct Answer 

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Which of the following factors could impact the performance and delivery of your ad?
The relevance of your keywords
Your keyword bid amount
The click-through rate on Bing Network results pages
All of the above. —> Correct Answer 

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From which Bing Ads Editor pane can you bulk-edit all of the items selected in the Summary Grid?
Browser
Editor —> Correct Answer 
Error
All of the above

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Keywords can be analyzed by what factors?
Traffic
Keyword Categories
Age Group and Gender
Keyword performance  —> Correct Answer 
All of the above

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How do your keyword bids and your daily budget work together?
Your bid affects the number of times your ad is displayed; your budget affects the position of your ad on the page.
Your bid affects the number of times your ad is displayed; your budget affects how closely a search query must match your keyword.
The higher your budget, the more likely your ad will be displayed in position one for the keyword.
Your bid affects the position of your ad on the page; your budget affects the number of times your ad can be clicked. —> Correct Answer 

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Alpine Ski House is promoting weekend getaways for retired couples who live near Denver. What are the best targeting options for this customer?
Age and time of day
Age and geographical  —> Correct Answer 
Gender and geographical
Age and gender

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On which page can you check if you r ad is appearing or not and if not, why?
Bing Ads Editor
Ad Campaigns
Ad Preview and Diagnostics Tool  —> Correct Answer 
Approved Content

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Which of the following ideas should you consider implementing when writing your ad?
Describe what sets your product apart.
List the price of your product or service.
Include a call to action.
Use ad extensions to make your ad eye-catching.
All of the above —> Correct Answer 

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To optimize your product feeds no matter the priority or filter, you must make sure to take the following actions: (Select two)
Upload your feed at least every 30 days  —> Correct Answer 
Use generic labels
Use high quality images  —> Correct Answer 
Use negative keywords

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Which of the following statements describes inline editorial feedback during ad creation?
Bing ads will inform you why an ad is disapproved and direct you to a solution
Bing ads checks for character limits, word counts and missing or incorrectly formatted URL —> Correct Answer 
Bing ads alerts you to possible trademark infringements
All of the above

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You run a pizza delivery service in the greater New York area, delivering to Brooklyn, the Bronx, and Queens. How would you target the ads to optimize your campaign?
Target the ads by location to the delivery areas.  —> Correct Answer 
Target the ads by New York City.
Target the ads incrementally.
Target the ads by age and gender.

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You want to calculate the absolute change and percentage change in performance metrics. Which should you use?
Campaign report
Share of Voice Report
Compare to previous in date range selector  —> Correct Answer 
Keyword report
Change History report

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In Bing Ads Keyword Planner, you can get detailed estimates for your ad groups by entering the Bid and Daily budget. True or False?
True —> Correct Answer 
False

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Keyword research templates are available in the Template Pane, but they do not incorporate Excel features. True of false?
True
False —> Correct Answer 

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With search advertising, what happens when a customer clicks your ad? (Select two)
You are charged if the customer makes a purchase.
You are charged for the click. —> Correct Answer 
The user lands on your website —> Correct Answer 
A conversion is recorded by the Bing Ads conversion-tracking tool.

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You can set default keyword bids at what level?
Account
Campaign
Ad group  —> Correct Answer 
Keyword

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Synchronization operations are only applied to the accounts and campaigns you’ve downloaded to the Bing Ads Editor. True or false?
True —> Correct Answer 
False

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What Bing Ads feature allows you to specify how closely a customer’s search query must match your keyword before your ad is displayed?
Website exclusions
Keyword match type  —> Correct Answer 
Targeting
Incremental bidding

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Which Bing Ads resources should you use to help you optimize your performance?
Accounts Summary
Universal Event Tracking
Bing Ads Intelligence
Bing Ads Editorial Review
All of the above —> Correct Answer 

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Which of the following audiences can you define with remarketing lists?
Home page visitors
Added item to shopping cart
Visited a form page
All of the above —> Correct Answer 

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What happens if your account reaches its credit limit?
Your account credit limit will increase.
Your alternative payment method will be charged instead.
Your account is put hold with campaigns paused until outstanding invoices are solved and/or paid. —> Correct Answer 
Your account is permanently deleted.

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Automated rules can only be applied at the campaign level. True or false?
True
False —> Correct Answer 

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Multiple Ad Groups are allowed in Campaigns.
True —> Correct Answer 
False

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What do you call words or phrases that trigger ads when they match a customer’s search query?
Keywords —> Correct Answer 
Targeting criteria
Ad group
None of the above

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Bing Ads Keyword Planner allows you to search for new keywords using a phrase, website, or category. From which Bing Ads tabs can you access Keyword Planner?
Home
Campaigns
Opportunities
Tools —> Correct Answer 

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A visitor to the Baldwin Museum of Science website signs up to receive its newsletter. What is this customer action called?
Link
Pay-per-click
Conversion —> Correct Answer 
Click-through

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When you use any dynamic text, such as {keyword}, you must make sure you don’t end up with ads that exceed the following character limits:
Ad titles: 50 characters & Ad text: 35 characters
Ad titles: 60 characters & Ad text: 80 characters  —> Correct Answer 
Ad titles: 35 characters & Ad text: 85 characters
Ad titles: 15 characters & Ad text: 50 characters

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Bing Ads includes robust research and reporting tools to help you identify potential areas for campaign improvement. What is it called when you improve your campaign based on the results of these tools?
Targeting
Pay-per-click
Optimization  —> Correct Answer 
Incremental keyword bidding

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Which one of the following is not a report in Bing Ads?
Keyword report
Website URL report
Product Dimension report
Ad Sequence report —> Correct Answer 

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Coho Winery wants their ad to display for the keyword “cabernet sauvignon” only when a customer’s search query matches their keyword exactly, including some close variants, with no extra words. Which keyword match option should they select?
Broad match
Exact match  —> Correct Answer 
Phrase match
Negative keyword

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You should investigate which of the following to uncover the cause of increased click volume (traffic)?
Seasonal changes, such as an increase in online shopping during the holidays
Sales, discounts, or promotions
Recent news events
Changes to your ad headlines, text, or landing pages
All of the above —> Correct Answer 

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When you create a Shopping Campaign, you can use product filters to choose what the campaign will target. True or false?
True —> Correct Answer 
False

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Which of the following can you customize in Bing Ads Editor?
Default keyword bids at the ad-group level
Summary Grid columns
Demographic targets for campaigns
Device targets for ad groups
All of the above —> Correct Answer 

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Which of the following examples of automated rules can you create in your account?
Starting and stopping campaigns for special events
Keeping ads on the first page
Decreasing bids on poor performing keywords
All of the above —> Correct Answer 

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How many tags must you place on your site to track multiple campaigns?
One tag per campaign
One tag per Ad Group
One tag per Account  —> Correct Answer 
One tag per website

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