Mercado Ads Certification Answers 2024

Mercado Ads Certification Answers 2024

 

• Certification in Performance: Product Ads
• Certification in Brand Building
• Certification in Programmatic: Audience Deals

 

 

Why do we say that Product Ads pursues performance objectives?

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

 

Which of the following statements is correct?

• Product Ads is Mercado Libre’s native solution to promote your products inside the platform, as well as on other sites outside Mercado Libre.
• Product Ads is an external performance solution to promote your Mercado Libre products on other platforms.
• Product Ads is the performance solution to enhance the visibility and sales of products inside Mercado Libre.

 

What is Product Ads’s primary value proposition?

• Improvement of the seller’s reputation.
• Generation of brand awareness.
• Increase in sales.
• None of the above.

 

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

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

 

What is the “Daily Budget” metric?

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

 

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

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

 

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?

• No sale.
• One sale.
• Two sales.
• Three sales.

 

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

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

 

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

• 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.
• No. Although paid results have exclusive positions, the same product cannot appear more than once in the same results.
• 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).

 

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

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

 

Which is the main performance indicator for campaigns?

• CPS (cost per sale).
• ACOS (advertising cost of sales).
• CPC (cost per click).
• Revenue/day.
• Total revenue.

 

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?

• Using a campaign with a growth strategy.
• Using a campaign with a visibility strategy.
• Using a campaign with a profitability strategy.
• None is correct.

 

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

• ACOS.
• Clicks/sales.
• Sales/clicks.
• None is correct.

 

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

• Once a campaign has been launched it cannot be paused.
• You must wait at least one conversion to pause the campaign.
• 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.

 

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

• Active campaign.
• Daily budget available in the event of a search.
• Yellow reputation or higher.
• Listing quality.
• All of the above are correct.

 

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

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

 

What is the “assisted sales” metric?

• These are the sales that were made thanks to the recommendations in product reviews.
• 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.
• 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 are competitive metrics?

• 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.
• These are 3 indicators that show how many sales were generated by advertising.
• These are numerical values that show the performance of a campaign through the number of clicks obtained per ad.

 

What does the percentage of impressions gained measure?

• This is the percentage that will tell you if your campaign’s budget estimate is causing you to lose impressions.
• 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.
• It is the percentage that will help you identify whether you need to increase your campaign’s target ACOS.

 

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

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

 

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

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

 

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?

• 7%.
• 10%.
• 35%.
• 500%.

 

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

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

 

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

• Lack of daily budget.
• Presence of publications without competitive prices, attractive titles, etc.
• A low target ACOS.
• 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.

 

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?

• Decide if you need to group some ads in other campaigns with different strategies and objectives.
• Check that there are no products without competitive prices, attractive titles, etc.
• Check the results of each of the ads grouped in that campaign.
• Increase your daily budget if it is limited.
• 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.

 

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

• Once a day.
• Once a week.
• Once every two weeks.
• Once a month.

 

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?

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

 

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

• The set in “stone” publications.
• New publications.
• The ones that perform better organically.

 

What is Product Ads bidding system?

• 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.
• 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.
• 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.
• 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.

 

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

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

 

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

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

 

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

• Each winner pays exactly the same as they were originally willing to pay.
• 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.
• Each winner pays the maximum CPC he was willing to pay according to his or her target ACOS. That is, he or she will pay an actually higher CPC.

 

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

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

 

What distinguishes Mercado Libre from other media and communication platforms?

• The large number of users it reaches.
• The purchase mindset of its users.
• The possibility of finding offers and discounts.
• None of the above.

 

Once you have established your presence within the “owned media” in a marketplace, what is the next recommended step?

• Adjusting listings, optimizing photos, and improving prices.
• Increasing your visibility through advertising solutions or paid media.
• Creating strategies to optimize logistics and improve your reputation.
• Improve prices.

 

What are the stages of the purchase process?

• Branding, performance, and brandformance.
• Discovery, consideration, and performance.
• Discovery, consideration, and purchase.
• Branding, consideration, and performance.

 

Which stage of the purchase process is also known as “awareness”?

• Discovery.
• Consideration.
• Purchase.
• Performance.

 

What should communication highlight in the consideration stage?

• The product’s brand.
• The product’s category.
• The benefits, the price, and the advantages.
• None of the above.

 

A Mercado Libre user who is interested in cell phones visits the site. There, they access the official store of one of the best known brands that sell this product to compare models, colors, benefits, and prices. At which stage of the purchase journey is the user?

• Discovery.
• Consideration.
• Purchase.

 

Which stages of the purchase process are associated with branding goals? Select 2 Correct Responses

• Discovery.
• Purchase.
• Consideration.

 

Which of the following statements does not correspond to branding campaigns in Mercado Libre?

• They are aimed at obtaining an improved investment/revenue ratio (ACOS).
• They focus on the discovery and consideration stages.
• They are generally used when the goal is to launch or position a product or service.
• They generate brand awareness.

 

What kind of solutions does Mercado Ads offer?

• Branding solutions.
• Performance solutions.
• Both branding and performance solutions.

 

Which of the following statements is correct?

• In Mercado Libre, most of the searches are branded, that is, they include the name of a brand.
• In Mercado Libre, most of the top 10 searches are unbranded, that is, they do not include the name of a brand.
• In Mercado Libre, there is a similar proportion of branded searches (which include the name of a brand) and unbranded searches (which do not include the name of a brand) in the top 10 searches.

 

When comparing the effectiveness of Mercado Ads in running branding campaigns with other media in the on-line industry, which of the following statements is true?

• The effectiveness depends on the strategy; traditional communication media are usually 17% more effective.
• It provides an environment with a purchase mindset in 45% of the cases.
• It is highly effective in increasing the purchase intention by 78%.
• It is 2.4 times more effective than other media in the industry.

 

What are the main reasons for doing branding campaigns in Mercado Libre?

• The possibility of promoting products with Product Ads format.
• The significant traffic, resulting in an increased top of mind and purchase intention.
• The massive audiences with a purchase mindset, the insights and data that only an e-commerce can provide.

 

Which of the following statements about Mercado Libre are correct?

• In younger audiences, Mercado Libre is 2x more effective in creating spontaneous brand awareness compared to other digital media in the industry.
• Mercado Libre’s platform increases brands’ on-line visibility by 13%.
• Advertising in Mercado Libre increases brands’ top of mind by an average of 12%.
• All of the above.

 

What does it mean to be a click-on brand for Mercado Ads?

• Having a landing page but not an official store within Mercado Libre.
• Directing the traffic of its communication to their official store.
• Only using Mercado Libre’s data to advertise outside the platform.

 

Which brands can have exclusive access to Mercado Ads’s high-impact solutions?

• Click-on only.
• Click-off only.
• Both click-on and click-off.

 

Where does the Audience Deals solution appear in Mercado Libre?

• Home page.
• Search pages.
• Product pages.
• All of the above.
• None of the above: Audience Deals is an off-site solution.

 

Which of the following statements about the Audience Display Native solution is true?

• It allows you to reach a specific audience or category inside Mercado Libre.
• It allows you to reach a specific audience on other sites outside Mercado Libre.
• It allows you to generate leads through forms.
• The first two options are correct.

 

For which stages of the purchase process is the performance solution recommended?

• Discovery/awareness only.
• Consideration.
• Purchase.
• None of the above.

 

Which solution allows you, in terms of branding, to generate leads inside Mercado Libre?

• Trade MKT solutions.
• Audience Display Native.
• Audience Deals.
• Performance.

 

What are other advantages of the Trade Marketing solution?

• Promoting launches.
• Impacting a specific audience outside Mercado Libre.
• Positioning and strengthening your brand and/or products.
• Taking the consumer exclusively to your products.
• All of the above are correct.

 

Which is the advertising solution that allows you to develop landing pages for movie, series, and vehicle launches?

• Trade MKT.
• Audience Display Native.
• Performance.
• Audience Deals.

 

What is the advantage of advertising in Mercado Pago if you already invest in advertising formats in Mercado Libre’s home page?

• Placing Ads in Mercado Pago will allow you to reach audiences in sites outside Mercado Libre and Mercado Pago.
• Placing Ads in Mercado Pago will allow you to reach the first positions in search results.
• Placing Ads in Mercado Pago will allow you to reach audiences at the beginning of the purchase process.
• Placing Ads in Mercado Pago will allow you to impact users in the purchase stage, completing the customer journey. It also increases your brand awareness with the thousands of users that use Mercado Pago on a daily basis.

 

Which of the following variables corresponds to a KPI for discovery campaigns?

• Reach.
• Clicks.
• CTR.
• Traffic lift.

 

Which of the following variables corresponds to a KPI for consideration campaigns?

• Reach.
• Frequency.
• Clicks.
• Take rate.

 

To which stage of the purchase process do clicks, CTR, search lift, and traffic lift KPIs correspond?

• Discovery.
• Consideration.
• Purchase.

 

Select the KPIs that should be considered in campaigns with branding goals.

• Reach and frequency.
• Traffic lift.
• Brand lift.
• Share of voice.
• All of the above.

 

Which of the following statements about programmatic advertising is correct?

• Most publishers make their inventory available to market it on programmatic platforms.
• Programmatic advertising allows you to deliver a relevant message to a specific audience.
• Both options are correct.

 

What is “automated buying” in programmatic advertising?

• It is the advertisers’ possibility of accessing a limited inventory (advertising spaces) without having to buy it manually.
• It is the ability of websites to sell their digital inventories without the need for intermediaries.
• It is the ability to sell and buy digital inventory (advertising space) through technology.

 

In advertising, direct buying is the only way to reach the right audience. True or false?

• True: Direct buying uses cookie technology and third-party data to reach users interested in the ads.
• True: Direct buying eliminates manual processes and negotiations typical of advertising for a more efficient process.
• False: Programmatic buying allows advertisers to combine technology and audience data to reach the right users.
• False: Direct buying does not allow segmentation.

 

Which of the following characteristics describe programmatic advertising?

• It uses processes available through technological platforms and it takes advantage of proprietary or third-party databases.
• It allows for the optimization of advertising campaigns once they have ended.
• It forces advertisers to buy inventory for each platform and device.

 

What is a DMP?

• It is a platform that allows advertisers and agencies to automate the purchase of ads, assesses their individual features, and makes an offer.
• It is a platform that stores and manages all kinds of data and transforms it into useful information to segment advertising campaigns.
• It is a platform that allows publishers to automatically sell ad impressions, maximizing the prices they can charge for them.

 

Which of the following options correctly represents the selling and buying process in a programmatic environment?

• Through an SSP/Exchange platform, advertisers report how much they are willing to pay for an inventory. When a user visits a website, a publisher connects to those platforms to decide who wins the bid.
• Advertisers manage campaigns through a DSP platform by defining (among other parameters) how much they are willing to pay for the available inventory. When a user visits a website, the publisher connects to SSP/Exchange platforms which, in turn, connect to DSP platforms to auction the inventory and decide who wins the bid.
• Through an SSP/Exchange, advertisers communicate directly with publishers to buy the inventory that interests them most. Then, the DSP auctions those spaces. The inventory is auctioned regardless of whether there are users that see that ad space.
• Advertisers receive an alert every time a user visits a website. Through a DSP, they can purchase inventory on that site. The SSP/Exchange platform submits the offers to the publisher so that they choose an ad.

 

Through which platform can a brand or agency manage its programmatic campaigns?

• An SSP/Exchange.
• A DSP.
• A DMP.
• None is correct.

 

What does brand safety mean in programmatic advertising?

• It is the agencies’ action seeking that the clicks and impressions of their ads come from real users and not from bots.
• It means that the ads appear on safe sites that will not damage your reputation or pose a danger to your image.
• It means that brands and agencies better understand how their advertising investment is distributed in order to make better decisions.
• All are correct.

 

What is Audience Deals?

• It is Mercado Libre’s programmatic solution that allows brands and agencies to reach users within the platform.
• It is Mercado Libre’s advertising solution that allows brands and agencies to access key information about the platform’s audiences and users.
• It is Mercado Libre’s advertising solution that allows brands, agencies, and professional sellers to access exclusive formats on the platform.
• It is Mercado Ads’s programmatic solution that allows segmenting Mercado Libre’s audiences with a purchase mindset and impacting them outside the platform.

 

What sets Audience Deals apart from other programmatic solutions? Select 2 Correct Responses

• It allows you to reach qualified audiences, that is, audiences with the right mindset.
• It allows you to run programmatic campaigns inside Mercado Libre.
• It allows you to reach users who have browsed Mercado Libre’s categories and official stores.

 

Which of the following are benefits of Audience Deals?

• Impact Mercado Libre’s audiences in premium inventories outside the platform.
• Improving the ranking position of product ads.
• Reaching non-segmented mass audiences.

 

What kind of data does Audience Deals use to create more effective campaigns?

• Mercado Libre’s first-party data, that is, information that Mercado Libre collects directly from its audience or customers.
• Second-party data, that is, first-hand data that Mercado Libre obtains from other publishers.
• Third-party data, that is, data obtained from multiple external sources.
• A combination of second-party data and third party-data.

 

Is it advisable to micro-segment audiences?

• It is highly recommended. You have to aim at conquering “niches” as long as it is commercially convenient.
• It is not recommended. You must strike a balance between the power of segmentation and being careful not to significantly reduce the potential reach of the campaign.
• It makes no difference. When investing in advertising media, sales opportunities exist regardless of how much audiences are segmented.
• All are incorrect.

 

Which of the following statements about Audience Deals is false?

• The different types of audiences can be combined.
• It is not recommended to segment audiences too much.
• It is possible to run campaigns with re-marketing audiences.
• Mercado Libre’s first-party data can only be used to reach the target audience inside Mercado Libre.

 

What type of segmentation allows you to target your ads to audiences such as athletes, techies, fashionistas, or gamers? Select All Correct Responses

• Re-targeting of users who visited official stores.
• Seasonal audiences.
• Interest in category.
• None of the above.

 

What do we call “Pick and Build”?

• It is Audience Deals’ unique and native software that allows brands and agencies to define and create customized audiences.
• None of the above.
• It is the customized advice offered by Audience Deals consultants in order to identify and create customized audiences according to the needs of each brand.

 

How many parameters or segments should an advertiser choose to create a customized audience for their Audience Deals campaign?

• One segment, such as lifestyle or brand interest.
• Two segments, combining the previous ones or others.
• Three segments, combining Mercado Libre’s audiences with third-party data.
• As many segments as they want, but being careful not to micro-segment.

 

What type of platform should a brand or agency hire to run its Audience Deals campaign?

• A DMP (Data Management Platform).
• A DSP (Demand Side Platform).
• An SSP/Exchange (Supply Side Platform).

 

Can brands and agencies inquire about available inventory when planning their Audience Deals campaigns?

• No, a programmatic campaign must run for at least 7 days to determine if there is inventory.
• No, the inventory that was or was not reached by a campaign can be determined once the campaign has ended.
• Yes, according to the audience segments they want to reach.

 

Which formats can be used to run Audience Deals campaigns?

• Display formats only.
• Video formats only.
• Both video and display formats.