Answers: Amazon ads campaign optimization certification assessment

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Which of the following metrics can you use to measure your conversion goals?

• Subscribe & Save
• Traffic
• Sales

Which of the following metrics can you use to measure your loyalty goals?

• Repeat purchases
• Return on ad spend (ROAS)
• Ad engagement

Which of the following reports can you use to measure the overall performance of Sponsored Brands?

• Placement
• Targeting
• Campaign placement

Why would you use Amazon Marketing Cloud (AMC) to help optimize your campaign strategy?

• To assess pre-aggregated metrics for your Amazon retail goals
• To easily measure multiple accounts and entities
• To assess the performance of your cross-product campaigns

Which of the following describes the value of the Amazon Brand Analytics Demographics report for brand owners?

• It enables you to track the performance of your advertising campaigns and measure their effectiveness.
• It provides insights into a breakdown of your sales using various customer categories.
• It offers comprehensive data on your competitors’ marketing strategies and customer engagement.

How can you use Amazon sponsored ads (Sponsored Brands, Sponsored Display, Sponsored Products) and organic solutions (Stores, Brand Follow, Amazon Live, and Posts) together to achieve your business goals?

• You can consider a holistic approach and use multiple ad types that can help drive your goals
• You should use sponsored ads to reach your customers and use organic solutions to increase purchase rates
• Since each ad type can reach only one of the goals of awareness, consideration, conversions, and loyalty, you need to first decide your main goals and then select the proper ad types to use

Amazon DSP and Sponsored ads have a range of reporting types such as Audience, Campaign Performance, Inventory, Location, and Product Retail reports that you can use to better understand your campaign’s performance and make optimizations.

• False
• True

The return on engagement metric within Brand Metrics measures the average value to your brand based on a shopper’s engagement in the prior 12 months.

• True
• False

How can the insights from the market basket analysis report be used to help increase basket size?

• By suggesting products to offer promotions on.
• By recommending products to discontinue.
• By identifying products to offer in virtual bundles.

Amazon Retail Analytics is a set of dashboards that lets vendors analyze sales and operational data, such as revenue and inventory levels.

• False
• True

Which of the following steps from the pre-optimization checklist confirms your campaign is set-up for the correct timing strategies?

• Confirm campaign flight period to run campaign during the desired time of the year
• Check weather and season factors during the campaign to avoid delays due to severe weather conditions
• Check inventory levels for Amazon Standard Identification Numbers (ASINs) associated with the order to avoid inventory issues, such as shipping delays

Diego wishes to review the ordered revenue metric to identify the best selling products that contribute to their Amazon.com sales. Which of the following reports or dashboards can Diego use to find these insights?

• Forecasting
• Traffic
• Sales

Which of the following reports allows brand owners to look up a specific keyword to see the products that Amazon.com customers are clicking on after searching?

• Repeat purchase behavior
• Search catalog performance
• Top search terms

When should you reallocate your ad budget?

• When you want to try different budget allocations to ensure your ad budget can cover a full day
• When you want to increase for high-performance/decrease for low-performance products or campaigns to optimize your budget or increase purchases
• When you want to increase for low-performance/decrease for high-performance products or campaigns to improve overall performance

How can selling partners use the insights on the search catalog performance dashboard to help improve impressions?

• By analyzing customer reviews and feedback for product improvement opportunities.
• By monitoring competitor ad campaigns and adjusting ad placements accordingly.
• By targeting lower competition keywords and adding them to product listing titles and descriptions.

What can Amazon.com sellers and vendors use to gain valuable information about their sales and customers behavior?

• Amazon reporting tool
• Amazon retail insight tools
• Amazon metrics tool

When running a Demographics report, brands and customer categories need to have 100 or more unique customers in the selected time range to be included in the analysis.

• False
• True

When considering sponsored ads and multichannel products to help drive loyalty, which of the following statements is correct?

• Sponsored Products and video ads can help drive customer loyalty so that you can remarket to audiences who have purchased your product or service
• Sponsored Display and Amazon DSP Display can help drive customer loyalty so that they may be more likely to purchase your product or service again
• Sponsored Brands and audio ads can help drive customer loyalty so that multiple products and services can be cross-sold to audiences interested in similar products or services

Which of the following reports allow vendors to analyze projected demand for their products which can be used for production and inventory planning purposes?

• Sales
• Net Pure Product Margin
• Forecasting

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In the advertising console you can get a Campaign report for each type of sponsored ads you’re running, broken down at the campaign level.

• False
• True

You want to have a more nuanced set-up with only Amazon-owned and -operated inventory but also be able to reach third-party audiences at each stage of their shopping journey. Which of the following solutions is best for you?

• Sponsored ads and Amazon DSP together
• Amazon DSP
• Sponsored ads

One of your line items has low performance but high delivery. How should you adjust your budget to optimize a campaign for better performance and delivery?

• Shift budget to higher-performance line items
• Budget should not be changed
• Increase budget for this low-performance line item

Both Amazon DSP and Sponsored Display can help you increase consideration by optimizing bids for page visits with cost-per-click (CPC) billing and click-based attribution to focus on audiences most likely to convert.

• True
• False

What does the repeat purchase behavior report primarily focus on?

• Analyzing customer retention and repeat purchase patterns.
• Customer satisfaction and feedback regarding the product quality and overall shopping experience.
• Tracking the performance and effectiveness of marketing campaigns in driving repeat purchases.

One month ago, you completed a campaign to improve your brand awareness and audience engagement. Now you want to understand if you have reached your conversion goals. You have the ad cost of sales already, what else can you measure?

• Return on ad spend and traffic
• Sales and ad engagement
• Sales and return on ad spend

You’ve used Sponsored Brands to reach millions of customers to tell your brand story and differentiate your product. Which goals have you reached successfully?

• Consideration goals
• Awareness goals
• Loyalty goals

Which of the following is a benefit of Amazon Marketing Cloud (AMC)?

• You can pull reports individually to measure your campaigns by each product
• You can get reports with pre-aggregated metrics
• You can pull reports to measure campaigns across multiple products

You can measure your custom ads campaign impressions and brand recall lift to see if you have reached your audiences effectively.

• True
• False

Organique is a beauty company who has reviewed the search query performance dashboard, and identified their brand share for clicks is low. Which of the following actions can they take to help drive clicks?

• Conduct A/B tests with product listings to identify optimization opportunities.
• Offer Subscribe & Save on eligible products to help increase customer loyalty.
• Test different pricing strategies to see which price maximizes purchases.

High traffic indicates success towards _____ goals because it shows successful engagement of prospective customers.

• Consideration goals
• Awareness goals
• Loyalty goals

Which of the following metrics are included on the top search terms report?

• Repeat customer count
• Conversion share
• Order units

Campaign reports in Amazon DSP include performance signals for you to check performance activity on selected dates. Which of the following is a dimension available in the Campaign reports?

• Deal
• Order
• Site

Report availability depends on the type of campaign that you’re running. For which of the sponsored ads campaigns can you generate an Attributed purchases report?

• Sponsored Brands
• Sponsored Products
• Sponsored Display

Paulo is setting up a campaign for a new skincare product and wants to show the ads to as many customers as possible. Which keyword match type should he use?

• Exact match
• Broad match
• Phrase match

Mateo’s cleaning product campaign has lots of clicks and many customer visits to the detail pages but he has low conversions. What keyword strategy can he use to address this?

• Broad match
• Phrase match
• Exact match

One of your line items has high performance but low delivery. How should you adjust your supply to optimize a campaign for better performance and delivery?

• Reduce supply
• Add additional supply
• Supply setting will have no effect on this

During your campaign period for a new product, you saw that many customers chose to Subscribe & Save. What goals can you measure by checking how many customers chose to Subscribe & Save?

• Conversion goals
• Consideration goals
• Loyalty goals

Which of the following metrics within Brand Metrics quantifies the amount of orders your brand has generated relative to your most comparable peers?

• Purchase index
• Shopper engagement index
• Consideration index

You’re reviewing your campaign set-up using the pre-optimization checklist. Which of the following steps should you complete as part of the checklist?

• Confirm that your campaign budget allocation is correct
• Check that the correct on-Amazon.com conversions are associated with the order
• Confirm that your campaign’s deal selection is correct

You may need to adjust your bids depending on the performance of your bid optimization strategy. Which of the following bid adjustments should you consider?

• Identify the keyword and products with lower ACOS and decrease bids
• Identify the keyword and products with higher viewable cost per mille (vCPM) and decrease bids
• Identify keywords and products with higher conversion rate and increase their bids

You can use negative keyword targeting for your Sponsored Display campaigns.

• False
• True

Saanvi wants to attract as many customers as possible to her product page. She also wants to engage the audiences who viewed the product detail page but did not purchase. Which sponsored ads should Saanvi use to achieve these objectives?

• Sponsored Brands and Sponsored Display
• Sponsored Products and Sponsored Display
• Sponsored Products

Which of the following multichannel ad products is the most effective at driving your short-term goal of conversion?

• Audio ads
• Display ads
• Streaming TV

The campaign pre-optimization checklist should be used at the review step of the campaign management process, right after you have completed setting up your campaign, to ensure the campaign has been set up correctly.

• False
• True

Which of the following metrics can you use to measure your awareness goals?

• Impressions
• Return on ad spend (ROAS)
• Store visits

Your campaign reports show that you have products with high advertising cost of sales (ACOS). What bid adjustment should you make to optimize your campaigns?

• Make no bid adjustments as they will have no effect on this
• Decrease bids on these products to help reduce ACOS
• Increase bids on these products if they have high sales

What is different between the reporting scopes of Amazon DSP and AMC?

• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes advertiser-owned datasets
• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes ads purchased through Amazon DSP and sponsored ads
• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes ads purchased through Amazon DSP and sponsored ads, as well as advertiser-owned datasets

When using a combination of sponsored ads and multichannel products, which of the following strategies will help drive conversion?

• You can add audio ads to help increase conversion if you are already using sponsored ads
• You can add Sponsored Brands to help increase conversion if you are already using Sponsored Products and Sponsored Display
• You can add online video to help increase conversion if you are already using sponsored ads

Which of the following metrics can you use to measure your consideration goals?

• Advertising cost of sales
• Store visits
• Repeat purchases

Detail page visits help customers learn more about your product so they help measure the success of your ability to drive repeat purchases.

• False
• True

What optimization strategy would be best to use if a line item has high performance and high delivery?

• Maintain bids and frequency caps
• Remove additional supply
• Consider pausing the line item

Sponsored ads can be placed in the front-center locations such as on top of shopping queries, and Amazon DSP ads can be placed in top and bottom right of desktop, as well as in search pages, product detail pages, and thank you pages.

• False
• True

A review of your Sponsored Display campaign shows low Click-through rates (CTRs) and low new-to-brand orders. Which of the following strategies might help optimize your campaign goals to drive performance?

• Use purchases remarketing
• Use suggested targets and dynamic segments
• Use lifestyle audiences

Jorge’s campaign goals are to increase customers’ awareness and drive sales. What product or products should he consider to best optimize results?

• Amazon DSP
• Sponsored Display
• Sponsored Display and Amazon DSP together

How can Amazon multichannel products (Display, audio ads, and streaming TV) work together to help you achieve your objectives?

• Amazon multichannel products can help you connect with global audiences at scale only off Amazon.com
• Amazon multichannel products can help you maximize your impact, create engaging experiences, and find new ways to capture your customers’ attention
• Amazon multichannel products can help with your long-term goals of awareness and loyalty but won’t help much with your short-term goals of consideration and conversion

Martha is using Sponsored Display to help drive awareness for her brand. She is measuring this by seeing if her Sponsored Display campaigns help drive viewable impressions. Which optimization strategy should Martha use to help reach the goal?

• Optimize for page visits
• Optimize for clicks
• Optimize for reach

During your campaign period, you found that some customers made their second or third purchase and decided to check the number of repeat purchases. Which goals are you measuring?

• Awareness goals
• Consideration goals
• Loyalty goals

You have created a FireTV campaign report for your campaign in the advertising console. Which of the following does this report measure?

• Sponsored Products performance
• Sponsored Display performance
• Sponsored Brands performance

You can use impressions as a metric to indicate success towards your conversion goals.

• True
• False

Your primary campaign goal is to increase awareness. Which Sponsored Brands report would provide you with the most relevant information to review performance?

• Advertised purchases
• Matched target
• Brand Impression Share

Jane has been using Sponsored Display at all stages of the shopping journey for her campaign. She now needs access to other media formats and she is not active on Amazon DSP. Which of the following strategic recommendations is the best for Jane?

• Adding Amazon DSP to grab attention with videos on Streaming TV and OLV
• Replacing Sponsored Display with Amazon DSP
• Activating the full potential of Sponsored Display

Which of the following reports can you use to measure the overall performance of Sponsored Products?

• Matched target
• Performance Over Time
• Attributed purchases

Wang is using a combination of sponsored ads and multichannel products to help drive awareness for her product. Which of the following strategies can help Wang reach her goal?

• She can use Sponsored Products and Amazon DSP Display ads to increase awareness by driving traffic to product detail pages
• She can use Sponsored Brands and Streaming TV to increase awareness by exposing your brand to potential customers
• She can increase awareness by using Sponsored Display to reach third-party audiences and using Amazon DSP to reach Amazon audiences

After analyzing your campaign insights, you find some campaigns are higher-performing than others in terms of purchases. Based on the insights, which of the following might help you optimize your campaigns?

• Use more general keywords for the lower-performing campaigns to continually drive traffic to your products
• Increase budget for the lower-performing campaigns to continually drive traffic to your products
• Reallocate your ad budget from lower-performing to the higher-performing campaigns

Shirley is using Sponsored Products to engage shoppers looking for “coffee maker.” To reach the shoppers who’ve browsed coffee makers, which of the following, less retail-focused options should Shirley use?

• Sponsored Display
• Amazon DSP multichannel products
• Sponsored Brands

You used both Sponsored Products and Amazon DSP Display to promote the same products during the same time. You did an analysis in AMC on these two ad types and found the purchase rate was 0.12% when customers are exposed to both ad types, 0.10% when customers are exposed to Sponsored Products only, and 0.09% when customers are exposed to Amazon DSP Display only. How can you interpret these insights to make strategic campaign decisions?

• These insights don’t help guide how you invest across Amazon Ads products as the purchase rate difference is too little
• These insights can help guide how you invest across Amazon Ads products. Purchase rate is the highest when there is exposure to both ad types so it may be worthwhile to increase investment in both to reach your conversion goals
• These insights can help guide how you invest across Amazon Ads products. Purchase rate is higher whenever Sponsored Products is used so you may focus on Sponsored Products and reallocate all your budget to it.

You have multichannel products of audio ads, Streaming TV, online video in your campaigns. Which goal(s) will they help you achieve?

• Awareness goal
• Consideration goal
• Awareness, consideration, and conversion goals

Which type of audiences should you use to help drive loyalty goals?

• Subscribe and save holders
• Past product viewers
• Past purchasers who are not subscribe and save holders

To grow brand consideration and conversion, which Amazon DSP multichannel products should you use?

• Online video
• Audio ads and Streaming TV
• Display ads

Which type of audiences should you use to help drive awareness goals?

• Advertiser hashed audiences
• In-market Amazon audiences
• Third-party behavioral audiences

Which metric can you find on the Amazon Retail Analytics traffic dashboard?

• The total number of stock units in Amazon fulfillment centers that is in sellable condition.
• The total number of views the product detail page receives, when a vendor is the featured seller.
• The estimated stock necessary to satisfy customer demand.

When using a combination of sponsored ads and multichannel products, which of the following strategies will help drive consideration?

• You can use Sponsored Brands, Posts, and Stores to increase consideration by engaging audiences who viewed your product detail page but not yet purchased
• You can increase consideration by using Amazon DSP display ads to optimize bids for clicks and using Sponsored Products to drive traffic to your product detail page
• You can use Sponsored Display and Amazon DSP video ads to increase consideration by reaching audiences who viewed your product detail page but not yet purchased

Sponsored ads and organic solutions together can provide premium reach at scale to engaged audiences both inside and outside Amazon-owned properties.

• True
• False

Which sponsored ads appear on Amazon.com and allow you to create ads that include multiple products, along with your brand logo and a custom headline?

• Sponsored Display
• Sponsored Brands
• Sponsored Products

What does the click rate (CTR) on the search catalog performance dashboard include?

• The percentage of purchases to clicks for products originated from the search results page.
• The percentage of clicks to impressions for products originated from the search results page.
• The total number of product clicks or glance views that originated from the search results page.

What does the awareness index within Brand Metrics measure?

• The volume of shoppers who have searched for your brand or products, but did not engage further with your brand in the selected category.
• The predictive size of the audience aware of your brand relative to your most comparable peers.
• The number of products appearing on the Amazon.com discovery page after shoppers search with a query.

Which of the following indicates that you should increase your ad budget?

• You did a campaign review at the end of the day and found that your campaigns were out of budget
• Checking your campaigns at noon daily shows that the budget frequently runs low at that time
• Your high-performance products are using less budget than your low-performance products

Li is setting up a Prime Day campaign for her client’s new pet care product. She has been leveraging both Sponsored Products and Sponsored Brands to reach customers and drive sales. With multiple ad types available from Amazon Ads, her client wants to know what additional ad type(s) can help achieve both goals effectively. What other ad type(s) can Li suggest to her client?

• Audio ads and video ads
• Display ads and Sponsored Display
• Video ads and custom ads

Which of the following are the downloadable reports available from Amazon DSP?

• Campaign, Order, Audience, Products, Creative, Geography, Conversion source
• Campaign, Inventory, Audience, Deal, Technology, Site, Conversion source
• Campaign, Inventory, Audience, Products, Technology, Geography, Conversion source

Which of the following dashboards can help a vendor to discover any profitability issues due to market pricing or other factors that would impact their Featured Offer?

• Traffic
• Forecasting
• Net Pure Product Margin

What targeting option for display ads can help drive consideration goals?

• Remarketing past purchasers
• Third-party behavioral audiences
• Subscribe and save (SNS)

Your client is prioritizing performance and a line item has low performance and low delivery. The client is not considering pausing the line item. What will you suggest to optimize the campaign for better performance and delivery?

• Adjust audience solutions, and increase bids and frequency caps for the line item
• Increase bids, frequency caps, or adjust 3rd party pre-bid filtering
• Adjust audience solutions, and expand bids and frequency to sell out top performing lines

Which of the following reports can you use to measure the overall performance of Sponsored Display?

• Matched target
• Budget
• Search term

Which type of audiences should you use to help drive purchase goals?

• Past purchasers who are not subscribe and save holders
• Lifestyle audiences
• Past product viewers

____ is a clean room solution, used to help measure retail performance in which advertisers can easily perform analytics across pseudonymized signals, including Amazon Ads signals as well as their own inputs.

• Amazon Marketing Cloud
• Amazon Brand Analytics
• Brand Metrics