Microsoft Advertising CP flashcards
Microsoft Advertising CP · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Match type hierarchy
- Broad match reaches the widest set of queries, phrase match is narrower, and exact match is narrowest; negative keywords block queries at any level regardless of match type.
- Exact match close variants
- Exact match still serves misspellings, singular and plural forms, stemming, and reordered words, so it does not require a literal word-for-word query match.
- Phrase match behavior
- Phrase match requires the meaning of the phrase to appear in the query, allowing words before and after, and also covers close variants and implied synonyms.
- Broad match reach
- Broad match uses semantic intent and can serve queries sharing no keywords with the ad group; pair it with audience signals and negative keyword lists to limit wasted spend.
- Ad Rank inputs
- Ad Rank combines bid, ad and landing page quality, ad extension impact, and expected click-through-rate, so a higher bid cannot always beat a better-quality competitor.
- Quality Score components
- Quality Score is a 1-10 rating built from expected CTR, ad relevance, and landing page experience; it affects cost per click and eligibility in the auction.
- Dynamic keyword insertion
- Dynamic keyword insertion places the triggering keyword into the ad text; if the keyword exceeds character limits, a specified default text is used instead.
- Negative keyword lists
- Shared negative keyword lists live at the account level and apply to campaigns or ad groups that link them; adding negatives does not change historical performance data.
- Conversion rate formula
- Conversion rate equals conversions divided by clicks; cost per conversion equals total cost divided by conversions, and both are standard efficiency metrics for search campaigns.
- ROAS formula
- Return on ad spend equals revenue divided by cost; a ROAS of 4 means four dollars of revenue for every dollar spent on advertising.
- CPA formula
- Cost per acquisition equals total cost divided by number of acquisitions; it lets you compare campaigns with different budgets on acquisition efficiency.
- CTR formula
- Click-through rate equals clicks divided by impressions; a declining CTR with stable rank often points to ad copy or audience mismatch.
- Impression share
- Impression share equals impressions divided by eligible impressions; the shortfall splits into lost IS due to budget and lost IS due to rank.
- UET tag purpose
- The Universal Event Tracking tag is a JavaScript snippet on the site that records conversions and builds remarketing audiences; a conversion goal must be defined before data appears.
- Attribution models
- Last click, first click, linear, and position-based models assign conversion credit differently; switching models reallocates credit but does not change total conversions.
- View-through conversions
- View-through conversions count users who saw an ad without clicking and later converted within the attribution window, crediting display and audience campaigns.
- A/B test discipline
- Test one variable at a time and run until the sample reaches statistical significance; stopping early on small volume produces unreliable conclusions.
- Shared budgets
- Shared budgets pool spend across multiple campaigns; individual campaigns can still be capped, and the shared budget sets the overall ceiling.
- Automated bid strategies
- Maximize clicks, maximize conversions, target CPA, and target ROAS are automated strategies; they require reliable conversion tracking to optimize effectively.
- Ad rotation options
- Ad rotation controls how often ads serve; optimize settings favor ads with better click or conversion performance instead of rotating evenly.
- Ad group structure
- Group keywords by shared intent and landing page; putting too many unrelated keywords in one ad group dilutes ad relevance and quality scores.
- Device bid adjustments
- Device targeting adjusts bids for desktop, tablet, and mobile; the adjustment multiplies the base bid for that device's share of the auction.
- Location and schedule adjustments
- Location and ad schedule bid adjustments multiply the base bid, letting you lower bids during low-converting hours or regions and raise them where performance is strong.
- Search terms report
- The search terms report lists actual queries that triggered ads; add converting queries as keywords and irrelevant queries as negative keywords.
- Ad extensions and assets
- Sitelinks, callouts, and structured snippets add information to ads, improve visibility, and can raise CTR and Ad Rank at no extra cost.
- Microsoft Search Network
- Microsoft Advertising serves search results on Bing, Microsoft Edge, and partner sites; the Audience Network extends reach to native placements beyond search.
- Microsoft Advertising Editor
- The desktop Editor tool supports bulk edits, imports, and exports across accounts and syncs changes back to the platform.
- Microsoft Shopping campaigns
- Shopping campaigns use a product feed and Merchant Center; product groups are built from the feed taxonomy to control bidding by category.
- Microsoft Audience Ads
- Audience Ads use intent and audience signals on Microsoft properties and partner sites, including native ad formats beyond the search results page.
- Google Ads import
- Import from Google Ads maps campaigns, keywords, and settings into Microsoft Advertising, but some features require manual reconfiguration after import.
- Responsive search ads
- Responsive search ads combine multiple headlines and descriptions, and the platform assembles combinations that match the query context.
- Account hierarchy
- The hierarchy is account, then campaign, then ad group, then ads and keywords; reporting and budget controls can be set at each level.