Certification Answers

Certification in Performance: Product Ads Answers 2024

Before you start, keep the following in mind:

  • You will have 50 minutes to answer 30 multiple-choice questions.
  • Once you begin, time will start running and you will not be able to leave the exam.
  • Make sure you are in a quiet environment with a good Internet connection.

Good luck!

Prepare for the test

  • What Is Product Ads
  • Which Ads Does Product Ads Display
  • Attribution and Conversion: from Click to Purchase
  • Where Will Your Ads Be Displayed
  • Improve the Likelihood of Getting Visits
  • Remember the Benefits of Product Ads
  • Define Your Campaign Goal
  • Analyze the Profitability Level of Your Business
  • Choose Your Campaign’s Strategy and Target ACoS
  • How to Group Your Products into Different Campaigns
  • Enable Product Ads
  • Create a Product Ads Campaign
  • Set Up Your Product Ads Campaigns
  • Explore the Campaign Manager
  • Manage Your Ads
  • Control Your Product Ads Campaigns
  • Six Good Practices to Optimize Your Product Ads Campaigns
  • Follow Metrics Closely
  • Identify Which Products You Should Advertise
  • Optimize Your Strategy for Each Campaign
  • Analyze the Cost of Your Campaign
  • Verify that the Budget Does Not Limit Your Sales
  • Take Advantage of Special Dates
  • Assess the Results of Your Campaigns
  • Introduction to the Bidding System
  • How Are Ads Prioritized
  • How Is an Ad’s CPC Calculated

Certification in Performance: Product Ads : Mercado Ads

https://academy.mercadoads.com/student/path/894818-certification-in-performance-product-ads

Certification Questions & Certification Answers

A campaign is not getting the expected results: ad impressions are not increasing. Why is this happening? Select All Correct Responses

  1. Lack of daily budget.
  2. Presence of publications without competitive prices, attractive titles, etc.
  3. A low target ACOS.
  4. All options are correct as it will depend on multiple factors. That is why we recommend leaving campaigns active for at least 30 days before analyzing results.

Correct Answer :

  • All options are correct as it will depend on multiple factors. That is why we recommend leaving campaigns active for at least 30 days before analyzing results.

An advertiser invested $10,000 in a Product Ads campaign and generated a revenue of $100,000 in the same period. What is their ACOS?

  1. 7%.
  2. 10%.
  3. 35%.
  4. 500%.

Correct Answer :

  • 10%.

Do the ads of Product Ads also appear in organic search results?

  1. No, because organic and paid results compete for the same positions, and, therefore, the same product cannot appear more than once in the same results.
  2. No. Although paid results have exclusive positions, the same product cannot appear more than once in the same results.
  3. Yes, because paid results have exclusive and additional positions. Therefore, they do not compete with organic ones, and the same product could be shown in both spaces, generating an increase in the CTR (click through rate).

Correct Answer :

  • Yes, because paid results have exclusive and additional positions. Therefore, they do not compete with organic ones, and the same product could be shown in both spaces, generating an increase in the CTR (click through rate).

Does it make sense for a seller with good organic positioning to invest in Product Ads?

  1. No, because they would be allocating their investment towards appearing in the positions that they already have without investing.
  2. No, because if they already appear in the organic results, the Product Ads budget would not be consumed, and the campaign would not run.
  3. Yes, because they could appear twice in the same results, increasing the chances of them getting a click instead of a competitor.
  4. Yes, because sellers who invest in Product Ads increase their reputation.

Correct Answer :

  • Yes, because they could appear twice in the same results, increasing the chances of them getting a click instead of a competitor.

How often is it advisable to review the results of your campaigns?

  1. Once a day.
  2. Once a week.
  3. Once every two weeks.
  4. Once a month.

Correct Answer :

  • Once a week.

Imagine that you have a campaign whose objective is profitability, i.e. you are looking for the lowest possible advertising cost. For that you have defined a target ACOS of 5%. However, after 30 days, the ACOS of your campaign is close to 8%. What could you do to lower your ACOS?

  1. Decide if you need to group some ads in other campaigns with different strategies and objectives.
  2. Check that there are no products without competitive prices, attractive titles, etc.
  3. Check the results of each of the ads grouped in that campaign.
  4. Increase your daily budget if it is limited.
  5. All options are correct since it will depend on multiple factors. That is why we recommend leaving the campaigns active for at least 30 days before analyzing results.

Correct Answer :

  • All options are correct since it will depend on multiple factors. That is why we recommend leaving the campaigns active for at least 30 days before analyzing results.

In the campaign manager, what do we call the metric that accounts for sales attributed to advertising?

  1. “Sales without advertising”, i.e. those organic sales with Product Ads intervention.
  2. “Advertising revenue”, i.e. the amount of money generated by advertising.
  3. “Advertising contribution”, i.e. the percentage of sales in which a Product Ads ad was involved, either directly or assisted.
  4. None of the above are correct.

Correct Answer :

  • “Advertising contribution”, i.e. the percentage of sales in which a Product Ads ad was involved, either directly or assisted.

In which spaces are Product Ads ads shown? Select All Correct Responses

  1. Up to positions 1 and 2 of the search results and on Mercado Libre product pages.
  2. Websites or landing pages outside Mercado Libre’s site.
  3. Social networks.

Correct Answer :

  • Up to positions 1 and 2 of the search results and on Mercado Libre product pages.

Once it has been launched, how long do you have to wait if you want to pause a campaign?

  1. Once a campaign has been launched it cannot be paused.
  2. You must wait at least one conversion to pause the campaign.
  3. There is no minimum time to pause a campaign, you can pause it at any time, but we recommend waiting at least 15 days before pausing.

Correct Answer :

  • There is no minimum time to pause a campaign, you can pause it at any time, but we recommend waiting at least 15 days before pausing.

Two different users viewed and clicked on the same ad on the same day. One of the users bought the product 1 week later, while the other user bought it 6 weeks later. How many sales will the platform attribute to said ad after those clicks?

  1. No sale.
  2. One sale.
  3. Two sales.
  4. Three sales.

Correct Answer :

  • One sale.

What are competitive metrics?

  1. These are 3 proportional indicators that add up to 100% and measure the percentage of impressions that your campaigns are gaining or losing in order to improve their performance based on them.
  2. These are 3 indicators that show how many sales were generated by advertising.
  3. These are numerical values that show the performance of a campaign through the number of clicks obtained per ad.

Correct Answer :

  • These are 3 proportional indicators that add up to 100% and measure the percentage of impressions that your campaigns are gaining or losing in order to improve their performance based on them.

What are the advantages of using Product Ads on catalog products? Select the 2 correct options. Select All Correct Responses

  1. It increases the daily budget.
  2. It increases the visibility of the publications.
  3. You can beat your competitors in the top positions in search results.
  4. Using Product Ads in catalog does not affect sales results.

Correct Answer :

  • It increases the visibility of the publications.
  • You can beat your competitors in the top positions in search results.

What coefficient links the cost of the campaign to the revenue earned?

  1. ACOS.
  2. Clicks/sales.
  3. Sales/clicks.
  4. None is correct.

Correct Answer :

  • ACOS.

What does the percentage of impressions gained measure?

  1. This is the percentage that will tell you if your campaign’s budget estimate is causing you to lose impressions.
  2. It is the percentage that will show you how many impressions you have reached based on the potential, and in this way, understand how effective your campaigns are.
  3. It is the percentage that will help you identify whether you need to increase your campaign’s target ACOS.

Correct Answer :

  • It is the percentage that will show you how many impressions you have reached based on the potential, and in this way, understand how effective your campaigns are.

What is Product Ads bidding system?

  1. It is a way to prioritize ads based on the price of each listing and how much each seller is willing to pay to get their ads to rank higher on search results.
  2. It is a way to prioritize ads based solely on their quality to place them in the first and the second positions of search results.
  3. It is a way to prioritize ads based on their quality and how much each seller is willing to pay to get their ads to rank higher on search results and product pages.
  4. It is a way to prioritize ads based solely on how much each seller is willing to pay to get their ads to rank higher on search results.

Correct Answer :

  • It is a way to prioritize ads based on their quality and how much each seller is willing to pay to get their ads to rank higher on search results and product pages.

What is Product Ads’s conversion attribution window, that is, how long do you have to make the purchase after clicking on Product Ads?

  1. It is a 30-day period in which the platform will register that a sale has been made through the ads.
  2. It is a 7-day period in which the platform will register that a sale has been made through the ads.
  3. It is the average time between the first click of the users and the day on which the sale actually occurs.

Correct Answer :

  • It is a 30-day period in which the platform will register that a sale has been made through the ads.

What is Product Ads’s primary value proposition?

  1. Improvement of the seller’s reputation.
  2. Generation of brand awareness.
  3. Increase in sales.
  4. None of the above.

Correct Answer :

  • Increase in sales.

What is a good method to improve the performance of Product Ads campaigns?

  1. Calculating unit product costs, choosing a campaign strategy, creating multiple campaigns with that strategy.
  2. Determining profitability levels, choosing a negative contribution margin, segmenting products.
  3. Determinar niveles de rentabilidad, elegir una contribución marginal negativa, segmentar productos.

Correct Answer :

  • Determining profitability levels, choosing a negative contribution margin, segmenting products.

What is the ad-score or quality of an ad?

  1. It is the only variable on the basis of which Product Ads prioritizes the ads that participate in a bid.
  2. It is a variable that indicates the relevance of the ad, taking into account its conversion history, product photographs, after-sales services, etc.
  3. It is a variable that indicates whether the products sold are quality products.
  4. It is a variable that Product Ads considers only for ad bids with higher competition.

Correct Answer :

  • It is a variable that indicates the relevance of the ad, taking into account its conversion history, product photographs, after-sales services, etc.

What is the charging model for ads in the Product Ads bidding system?

  1. Each winner pays exactly the same as they were originally willing to pay.
  2. Each winner pays the minimum necessary to beat its closest competitor. That is, it will pay a lower actual CPC. This is known as the second best price mode.
  3. Each winner pays the maximum CPC he was willing to pay according to his or her target ACOS.
  4. That is, he or she will pay an actually higher CPC.

Correct Answer :

  • Each winner pays the minimum necessary to beat its closest competitor. That is, it will pay a lower actual CPC. This is known as the second best price mode.

What is the most advisable in a campaign to win the Product Ads bid?

  1. Improve the images and descriptions of the ad. This way, the ad has a better ad-score.
  2. Adjust the target ACOS according to your business strategy so that the system defines the best CPC (cost per click) automatically.
  3. Keep it on at all times, without pausing it for days or schedules.
  4. All of the above are correct.

Correct Answer :

  • All of the above are correct.

What is the “Daily Budget” metric?

  1. It is the average amount of the monthly budget.
  2. It is the maximum amount of investment you can set in a campaign to consume per day.
  3. It is the average amount of the weekly budget.
  4. None of the above are correct.

Correct Answer :

  • It is the maximum amount of investment you can set in a campaign to consume per day.

What is the “assisted sales” metric?

  1. These are the sales that were made thanks to the recommendations in product reviews.
  2. These are the sales that were made from the attribution window when users clicked on an ad and bought the product featured on that ad.
  3. These are the sales that were made from the attribution window when users clicked on an ad but then bought another product from the same seller.

Correct Answer :

  • These are the sales that were made from the attribution window when users clicked on an ad but then bought another product from the same seller.

What should you take into account so that your ads generate impressions, that is, that they appear in search results or in product pages?

  1. Active campaign.
  2. Daily budget available in the event of a search.
  3. Yellow reputation or higher.
  4. Listing quality.
  5. All of the above are correct.

Correct Answer :

  • All of the above are correct.

What would you recommend to a seller whose goal is to maximize the chances of exposure of a new product, even if that poses a risk to their profitability levels?

  1. Using a campaign with a growth strategy.
  2. Using a campaign with a visibility strategy.
  3. Using a campaign with a profitability strategy.
  4. None is correct.

Correct Answer :

  • Using a campaign with a visibility strategy.

Which is the main performance indicator for campaigns?

  1. CPS (cost per sale).
  2. ACOS (advertising cost of sales).
  3. CPC (cost per click).
  4. Revenue/day.
  5. Total revenue.

Correct Answer :

  • ACOS (advertising cost of sales).

Which of the following practices would be advisable during a special date, such as Mother’s Day?

  1. Increase the budget in advance. This will help you take advantage of the higher volume of traffic that potential buyers will generate.
  2. Keep campaigns active without alterations.
  3. Increase the budget by a maximum of 5% 1 day before the special date.

Correct Answer :

  • Increase the budget in advance. This will help you take advantage of the higher volume of traffic that potential buyers will generate.

Which of these practices are recommended to boost your sales? Select All Correct Responses

  1. Always promote publications with a good level of organic sales with advertising.
  2. Increase the budget on special dates to have more visibility and potential sales.
  3. Review metrics frequently, at least once a week.
  4. All options are correct.

Correct Answer :

  • All options are correct.

Which publications should be activated as ads within your Product Ads campaigns?

  1. The set in “stone” publications.
  2. New publications.
  3. The ones that perform better organically.

Correct Answer :

  • The ones that perform better organically.

Why do we say that Product Ads pursues performance objectives?

  1. Because it is associated with concrete business results, i.e. increased sales.
  2. Because it increases the traffic of organic ads.
  3. None of the above are correct.

Correct Answer :

  • Because it is associated with concrete business results, i.e. increased sales.

Why is it convenient to increase the daily budget on special dates?

  1. In order not to lose sales opportunities, as there is greater intent to purchase, increasing competition, clicks, conversions, and sales generated with Product Ads.
  2. To take advantage of the lower CPC, since this cost tends to go down.
  3. To take advantage of the lower CPM, since this cost tends to go down.
  4. The question is incorrect: it is not necessary to increase the daily budget on special dates.

Correct Answer :

  • In order not to lose sales opportunities, as there is greater intent to purchase, increasing competition, clicks, conversions, and sales generated with Product Ads.

You have set a daily budget of $4,500 and during that day your campaign consumed $3,800. How much will the budget be for the next day?

  1. $4,500, because the budget is daily and does not accumulate on to the next day.
  2. $0, because the budget of the previous day did not exceed the total allocated.
  3. $700, because the remaining budget of each day becomes the budget of the next day.
  4. $5,200, because the remaining budget of each day is added to the budget of the next day.

Correct Answer :

  • $4,500, because the budget is daily and does not accumulate on to the next day.

Which of the following statements is correct?

  1. A campaign must have more than one ad groups.
  2. Ad groups let you run different creatives within one campaign objective.
  3. One ad group can have different types of audiences.
  4. A campaign can only have one bidding type.

Correct Answer :

  • Ad groups let you run different creatives within one campaign objective.

This page was last edited on 3rd February, 2024 at 4:37 PM (UTC).

I hope this helps! Let me know if you have any other questions.

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