Exam AD0-E501

Certification journey for Adobe Advertising Search Business Practitioner Professional

Learn how to become a certified Adobe Advertising Search Business Practitioner Professional.

Minimum experience

You should have:

  • Experience as a program manager with 12-24 months of paid search performance industry
  • At least 3-6 months of Advertising Search Platform experience
  • Experience working in Advertising Search and are familiar with paid search bidding automation, campaign management,
  • An understanding of Portfolio theory

Experience working with the following functions:

  • Creating each aspect of Portfolio
  • Creating custom simulations to determine when portfolios are ready for optimization
  • Monitoring portfolio accuracy
  • Preparing portfolios to have sufficient data to optimize
  • Creating/pulling reports
  • tROAS bidding tactics
  • Setting up conversion tracking
  • Setting up objectives
  • Managing portfolio against a target
  • Building campaigns
  • Setting up account linking
  • Creating constraints
  • Setting up accounts
  • Managing campaigns
  • Use Spend Recommendation Tool
  • Excluding and Including Dates in Portfolios
  • Managing Bid Rules
  • Intra-day bidding
  • Audience bid-modifier
  • Location bid adjustment

Your certification is valid for two years from when you pass. We recommend taking the newer version when possible, because it covers newer product capabilities.

Intended audience:

  • Search marketing campaign managers
  • Search marketing practitioners
  • Individuals that regularly uses Search to execute and manage search campaigns

Exam details:

  • Level: Professional (0-12 months’ experience)
  • Passing Score: 35/50
  • Time: 100 mins
  • Delivery: Online proctored (requires camera access) or test center proctored
  • Available languages: English
  • Cost: $125 (global) / $95 (India)
  • Exam ID: AD0-E501

Readiness self-assessment

Complete the online readiness questionnaire to see if your current experience matches the recommended minimum candidate qualification.

Exam objectives and scope

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

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

Section 2: Reports, insights, and tools

Section 3: Campaign administration

Section 4: Measurement


The following sections and links will function only after a successful login to the Adobe Credential Management System.

In addition, your profile name in the Adobe Credential Management System must exactly match your Government ID. Failure to have identical information or any mismatch will result in the proctor terminating the exam and will require you to reschedule your appointment in addition to paying an additional exam fee.*

About the certification exam

Adobe uses Examity to administer proctored exams online. In the Examity portal, you can:

  • Schedule, reschedule or cancel your exam. Please note that canceling and rescheduling must be initiated prior to 48 hours before the scheduled exam appointment. Candidates must modify this appointment themselves.

  • Pay for your exam. Pay for your certification exam either by voucher or credit card in the Examity portal. To purchase an exam voucher go to: Adobe Certification Voucher System. You can apply the voucher code when you schedule your exam. If you have a discount, it will apply at checkout.

  • Take your exam.

Schedule or take exam AD0-E501

Go to Examity portal


View the certification FAQ.

Additional questions? Contact us.

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