Introduction
The Adobe Certified Professional – Adobe Advertising Search Business Practitioner exam preparation guide provides candidates with information they need to prepare for the certification exam.
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Exam Guide Sections
- Minimum candidate experience
- Intended audience
- Exam information
- Exam objectives and scope
- Readiness self-assessment
- How to prepare for the exam
Minimum Candidate Experience
At a minimum, the candidate seeking to become certified as an Adobe Advertising Search Business Practitioner Professional
- Is typically a program manager with 12-24 months of paid search performance industry experience
- Has at least 3-6 months of Adobe Advertising Cloud – Search Platform experience
The candidate should be comfortable working in Adobe Advertising Search and should be familiar with paid search bidding automation, campaign management, and have an understanding of Portfolio theory.
They should be able to perform these functions:
- Create and understand each aspect of Portfolio
- Create custom simulations to determine when portfolios are ready for optimization
- Monitor portfolio accuracy
- Prepare portfolios to have sufficient data to optimize
- Create/pull reports
- tROAS bidding tactics
- Set up conversion tracking
- Set up objectives
- Manage portfolio against a target
- Build campaigns
- Set up account linking
- Create and understand constraints
- Set up accounts
- Manage campaigns
- Use Spend Recommendation Tool
- Exclude and Include Dates in Portfolios
- Manage Bid Rules
- Intra-day bidding, audience bid-modifier, location bid adjustment
Intended Audience
Typical roles of candidates preparing for this certificate include search marketing campaign managers and practitioners who regularly use Search to execute and manage search campaigns.
Exam Information
- Exam number: AD0-E501
- Exam name: Adobe Advertising Search Business Practitioner
- Certificate level: Certified Professional
- Status: Active
- Available languages: English
- Number of questions: 50
- Formats: Multiple choice and multiple select
- Duration: 100 minutes
- Delivery: Online proctored (requires camera access) or test center proctored
- Passing mark: 35/50
- Price: $125 USD / $95 USD (India)
Exam Objectives and Scope
Below is a list of exam topic objective areas that appear on the exam. We recommend you become very familiar with the exam topics and assess your depth of knowledge in those areas.
Section 1: Portfolios & Optimizations (54%)
- Given a scenario, select and set up automated bidding strategies
- Given business strategies, define and create Portfolio KPI objectives
- Given business strategies, define and create appropriate Portfolio settings
- Given performance needs, create and manage Constraints
- Given a scenario, evaluate and troubleshoot Portfolio performance
- Given a scenario, determine how to adjust Portfolio settings on an ongoing basis
Section 2: Reports, Insights, and Tools (14%)
- Apply procedural concepts to create and schedule reports based on business needs
- Determine optimal budget allocation using available Platform AI tools across Portfolios and apply if needed
- Given a use case, create and define custom simulations for Portfolio analysis and forecast
Section 3: Campaign Administration (22%)
- Set up accounts
- Build, manage, and organize all aspects of campaigns
Section 4: Measurement (10%)
- Given a business scenario, determine an approach to campaign conversion tracking and apply
- Given a scenario, troubleshoot campaign conversion metric issues
Readiness Self-Assessment
Complete the online readiness questionnaire to see if your current experience matches with the minimum candidate qualifications.
How to Prepare for the Exam
You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam. Here are some suggested resources to help you prepare:
Section 1: Portfolios & Optimizations
- Introduction to Adobe Analytics for Adobe Advertising
- Overview of Analytics for Advertising
- Performance optimisation
- Understand KPIs in Enhanced Analytics
- Add a Constraint to a Smart List Filter
- Optimization Goals and How to Use Them
Section 2: Reports, Insights, and Tools
- Analytics Tools Guide
- Get started with Reports & Analytics
- Campaign Reporting
- Create Analytics Profiles for Adobe Advertising Activation and Reporting
- Report on advertising data in Adobe Analytics
- Report time processing
- Adobe Analytics dashboards Scorecard Builder
Section 3: Campaign Administration
- Getting started with Campaign Standard administration
- Campaign Management
- Adobe_Advertising_Cloud_Search_Marketing_Tips_and_Tricks_Sheet.pdf
- Understanding Batch and Trigger Smart Campaigns
Section 4: Measurement
- Create Analytics Custom Metrics with Adobe Advertising Data
- Grids, guides, and measurements in PDFs
- Attribution and Measurement
- Marketo Measure Help Documentation
- Conversion Variables (eVars)
Questions?
Please contact the Adobe Credential Program Customer Support team.
The content of this exam guide is subject to changes and updates. Last update February 2023.