Amazon Ads Campaign Optimization Certification Assessment Answers

Maximize your Amazon Ads knowledge with our expertly curated resource! This file contains all the essential real exam questions, accurate and verified answers, plus in-depth explanations, to help you master campaign optimization strategies. With clear insights and detailed responses, you’ll be able to fine-tune your ad campaigns like a pro and earn your certification with ease.

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Wang wants to help drive awareness for her product. wants to help drive awareness for her their product. Which of the following cross-product strategies can help Wang reach their goal?

• Sponored Brands and Amazon DSP Brand Follow
• Sponsored Products and Amazon DSP Display ads
• Use Sponsored Brands and Amazon DSP Streaming TV

Explanation: The correct answer is Use Sponsored Brands and Amazon DSP Streaming TV because both Sponsored Brands and Amazon DSP Streaming TV are effective in driving awareness for a product. Sponsored Brands allow Wang to showcase her brand and products in high-visibility placements within search results, increasing brand exposure. On the other hand, Amazon DSP Streaming TV extends the reach beyond Amazon’s platform by enabling Wang to target audiences on streaming platforms, thereby broadening the awareness campaign. This combination ensures that her product is seen both on Amazon and across streaming TV, maximizing visibility and reach to the right audience.

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

• To report on pre-aggregated metrics
• To report on the performance of your cross-product campaigns
• To report on your Amazon retail goals

Explanation: The correct answer is To report on the performance of your cross-product campaigns because Amazon Marketing Cloud (AMC) provides detailed insights into the performance of campaigns that span across different Amazon advertising products, such as Sponsored Products, Sponsored Brands, and Amazon DSP. AMC enables advertisers to access comprehensive, granular data that allows them to analyze how these cross-product campaigns are performing, helping them optimize their strategy by identifying which elements are driving success and where improvements are needed. This level of insight supports data-driven decision-making to enhance overall campaign effectiveness.

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

• Sales
• Subscribe & Save
• Traffic

Explanation: The correct answer is Sales because sales directly reflect the success of a campaign in achieving conversion goals. Conversion goals typically refer to the actions you want customers to take, such as making a purchase. Sales are the ultimate indicator of conversion success, as they show how many units were sold as a result of a campaign’s influence. Metrics like Subscribe & Save and Traffic are important for other aspects of the customer journey, but they do not directly measure conversions in the form of completed sales, which are the key metric for tracking the effectiveness of conversion-oriented goals.

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

• Brand Impression Share
• Matched target
• Advertised purchases

Explanation: The correct answer is Brand Impression Share because this report provides valuable insights into the visibility of your Sponsored Brands ads relative to the total possible impressions in your targeted audience. When your primary campaign goal is to increase awareness, it’s crucial to measure how often your ads are shown compared to the overall opportunities available. Brand Impression Share helps you understand the reach of your ads and the effectiveness of your campaign in terms of visibility. It allows you to see if you’re capturing a sufficient portion of the audience’s attention, making it the most relevant metric for evaluating awareness-focused campaigns.

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?

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

Explanation: The correct answer is Sales and return on ad spend because both metrics directly relate to understanding the effectiveness of your campaign in achieving conversion goals. Sales provide insight into the actual revenue generated as a result of the campaign, showing whether the desired conversions (purchases) were achieved. Return on ad spend (ROAS) measures the profitability of the campaign by comparing the revenue generated to the ad spend, helping to assess the efficiency of the investment in driving conversions. Together, these metrics give a clear picture of whether the campaign has met its conversion objectives and if the ad spend resulted in a positive financial return.

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Wang wants to help drive awareness for her product. wants to help drive awareness for her their product. Which of the following cross-product strategies can help Wang reach their goal?

• Sponored Brands and Amazon DSP Brand Follow
• Sponsored Products and Amazon DSP Display ads
• Use Sponsored Brands and Amazon DSP Streaming TV

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

• To report on pre-aggregated metrics
• To report on the performance of your cross-product campaigns
• To report on your Amazon retail goals

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

• Sales
• Subscribe & Save
• Traffic

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

• Brand Impression Share
• Matched target
• Advertised 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?

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

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

Which targeting option should you use to help drive conversion goals?

• Lifestyle audiences
• Contextual similar product targeting
• Third-party behavioral audiences

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

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

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

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 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 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 higher whenever Sponsored Products is used so you may focus on Sponsored Products and reallocate all your budget to it.

You should have a wide variety of keywords to help increase impressions and clicks in your campaigns

• False
• True

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

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

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

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?

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

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

• Sponsored Brands
• Amazon DSP
• Sponsored Display

Your client is prioritizing performance and a line item has low performance and low delivery. What will you suggest to optimize the campaign for higher performance and delivery?

• Consider adding additional supply
• Consider decreasing bids
• Consider pausing the line item

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

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
• Exact match
• Phrase match

Which report is only available for Amazon DSP?

• Keyword placement
• Matched target
• Off-Amazon conversions

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 Products
• Sponsored Brands
• Sponsored Display

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

• Consideration goals
• Conversion goals
• Loyalty goals

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 and Amazon DSP together
• Sponsored Display

You have multichannel products of audio ads, Streaming TV, online video in your campaigns. Which goal can they best help you achieve?

• Consideration goal
• Conversion goals
• Awareness goal

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?

• Loyalty goals
• Awareness goals
• Consideration goals

Detail page visits help customers learn more about your product

• False
• True

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?

• Loyalty goals
• Consideration goals
• Conversion goals

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?

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

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

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

• Targeting
• Placement
• Campaign placement

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 Brands performance
• Sponsored Display performance

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

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

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

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?

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

Report availability depends on the type of campaign that you’re running. For which of the sponsored ads campaigns can you generate a categorybenchmark (CBR) report?

• Sponsored Brands
• Sponsored Products
• Sponsored Display

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 maximize your impact, create engaging experiences, and find new ways to capture your customers’ attention
• Amazon multichannel products can help you connect with global audiences at scale only off Amazon.com
• 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

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

• Forecasting
• Sales
• Net Pure Product Margin

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

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

• Performance Over Time
• Matched target
• Attributed purchases

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?

• Site
• Deal
• Order

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

• You’re seeing low performance products in your campaign
• You’re seeing high performance products in your campaign
• You’re seeing campaigns stay within budget

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?

• 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
• You should use sponsored ads to reach your customers and use organic solutions to increase purchase rates
• You can consider a holistic approach and use multiple ad types that can help drive your goals

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

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

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?

• Consideration goals
• Loyalty goals
• Awareness goals

What does the awareness index within Brand Metrics measure?

• The predictive size of the audience aware of your brand relative to your most comparable peers.
• 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 number of products appearing on the Amazon.com discovery page after shoppers search with a query.

When should you reallocate your ad budget?

• When you want to increase for low-performance/decrease for high-performance products or campaigns to improve overall performance
• 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

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

• Subscribe and save (SNS)
• Third-party behavioral audiences
• In-market audiences

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

• False
• True

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

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

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?

• Traffic
• Forecasting
• Sales

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?

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

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

• Search term
• Budget
• Matched target

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

• True
• False

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

• Repeat purchases
• Store visits
• Advertising cost of sales

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

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

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

• You can add online video to help increase conversion if you are already using sponsored ads
• 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

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

• Use Sponsored Brands, Posts, and Stores together
• Use Sponsored Display and Amazon DSP video ads together
• Use Sponsored Products and Amazon DSP display ads together

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

• False
• True

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?

• Reallocate your ad budget from lower-performing to the higher-performing 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

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.

• True
• False

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 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
• 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

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

• True
• False

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
• Increase bids on these products if they have high sales
• Decrease bids on these products to help reduce ACOS

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.

• True
• False

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

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

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?

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

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.

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

• Streaming TV
• Display ads
• Audio ads

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

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

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?

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

Using Sponsored Brands, Posts, and Stores together can help increase awareness by exposing your brand to more potential customers.

• False
• True

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

• Contextual
• Past product viewers
• Subscribe and save (SNS)

What does the repeat purchase behavior report primarily focus on?

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

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

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?

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

____ 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.

• Brand Metrics
• Amazon Brand Analytics
• Amazon Marketing Cloud

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

• 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.
• The total number of stock units in Amazon fulfillment centers that is in sellable condition.

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 reach
• Optimize for page visits
• Optimize for clicks

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

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

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.

• True
• False

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