Amazon Ad server exam answers

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Fields from all three metric groups (conversion activity, conversion path, and winner event) can be combined in a P2C single report.

  • True
  • False

Each new RDF must be activated in AAS.

  • False
  • True

Path to Conversion (P2C) reports can include each conversion and the associated parameters, including custom parameters.

  • True
  • False

When do you need to re-implement the Tag Manager on a webpage?

  • Every month
  • When requested by the advertiser’s webmaster
  • When any of the main tag settings (data layer object name, return server response as) change.
  • When the Tag Manager name is changed

Match the cost models with the units they represent.

  • CPM (1)
  • CPA (2)
  • CPC (3)
  • Clicks (3)
  • Impressions (1)
  • Conversion activity (2)

If you see red highlighted fields in your clickthrough and events spreadsheet during import validation, it means that:

  • You should check the tool icon and fix the errors
  • The import process has stalled
  • No action is needed, you can proceed to import clickthrough URLs

What is the default counting method for sales conversion activities?

  • Once per day
  • Once per browser session
  • Once per session
  • Always

John is running a test campaign with CTR as the main KPI. He is trafficking five ads per placement and wants to make sure the best performing ads are displayed more often to viewers. Which setup is best suitable to John’s goal?

  • Monitor data and use creative refresh to replace the underperforming ads
  • Add five delivery groups to the same placement and detach the underperforming ones
  • Create a delivery group with five ads and select “automatic optimization based on CTR” as the rotation method
  • Monitor performance and manually increase delivery group weights in favor of the best performing ads

In-banner placement tags can be generated as one of these format options: script, iFrame, or auto-detect type.

  • True
  • False

Tag Manager activity rules can be based on multiple criteria.

  • False
  • True

Anthony needs to do an in-depth analysis of event level data to see how customers interacted with the advertiser’s ads. Which type of report should Anthony use?

  • One of the report templates
  • Path to conversion report
  • Aggregated report
  • Raw data feed

How far in advance can raw data feeds be scheduled?

  • One month
  • Six months
  • 1 year
  • Three months

Ivan is about to launch a customer campaign across three sites with multiple banner sizes and a budget allocated per site. The most effective way for Ivan to traffic the campaign and track overall data and spend per site would be to:

  • Inform the customer this is not possible
  • Divide the budget per placement and enter it as a unit limit
  • Place all ads in one delivery group
  • Group placements in packages for each site

LuxKitty wants to find new keywords to add to their existing campaigns. Which downloadable report should they use to inform their direction?

  • advertised product report
  • performance over time report
  • targeting report
  • search term report
  • placement report

Users under the same AAS account cannot be restricted to specific advertisers.

  • True
  • False

What is the best mapping option for a page button element located within an iFrame source?

  • It is not possible to map a button on a page
  • Set up a new activity rule based on the URL of the page containing the button
  • Ask the webmaster for the button’s CSS selector and set up a new activity rule based on the clicked element
  • Set up a new activity rule based on the URL from the iFrame and ask the webmaster to place the Tag Manager code within the iFrame source

Which option provides a log of activities that were performed by all users who have edited the entity?

  • Logs
  • History
  • Edits
  • Information

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Jessica wants to create a report using a template that Anna has created. How can she do this? Select all that apply.

  • Anna can duplicate her template, set it up to include the data Jessica expects to review and then add Jessica as a recipient
  • Anna can copy the template over to Jessica’s user account directly in the AAS UI
  • Anna’s report template cannot be shared with another user

Anna’s user permissions allow her to access multiple agency accounts in AAS. How does she pull reports for a single agency account?

  • She can use the existing user account and only select relevant agency account for her report
  • She cannot pull reports for individual accounts at all. Ana can only filter reports by campaigns.
  • She should log into each agency account separately to see data and get reports

Placement status determines when the tags can be published.

  • False
  • True

These are added to URLs to pass relevant campaign, placement, and ad ID details to a third-party measurement system.

  • Aggregated reports
  • API integrations
  • Tokens

Which attribution model serves as a baseline for collecting an advertiser’s conversion data?

  • Account-level attribution model
  • Primal attribution model
  • Primary attribution model
  • Main attribution model

All creative assets under your account are stored in a location called:

  • Assets library
  • Ads location
  • Account library
  • Creative refresh

Expert attribution (a premium feature) is enabled when a custom path length is set to include more than ___ events.

  • 50
  • 5
  • 10
  • 20

If email is the selected delivery method of an aggregated report, the report can only be sent to the report owner’s email address.

  • False
  • True

You can access AAS directly from the Tag Tester Tool.

  • True
  • False

Metadata file names contain the word “match” and are also called match files.

  • True
  • False

What type of logic is used for Tag Manager activity rules?

  • Propositional logic
  • If/then logic
  • And/Or Logic

Amazon Ad Server offers multiple options for creative authoring, streamlined campaign management, advanced dynamic creative optimization, and Media Rating Council-accredited measurement.

  • False
  • True

Karina’s main campaign KPIs are CTR and impressions delivered. Which type of report is the best option to get this data?

  • Aggregated report
  • Raw data feed
  • Path to conversion report
  • Conversion summary report

What are the key benefits of correlation between master ad and placement ad(s)?

  • Applying changes to a placement ad only affects the placement ad
  • Placement ads are duplicated together with the master ad
  • Placement ads can be duplicated together with the master ad
  • You can edit multiple placement ads by editing the master ad

What is the maximum number of tracking events you can add to a tracking placement?

  • None
  • One: an impression or a click-tracker
  • Up to 50 impression and click-trackers
  • Two: one impression and one click-tracker

Which tab under advertiser settings is used to set up Verification and Viewability?

  • Custom
  • Privacy
  • Analytics
  • Regional

Which types of campaigns can you include in AAS P2C reports?

  • This is not something you can choose
  • Both display and search campaigns
  • Only display campaigns
  • Only search campaigns

When setting up Tag Manager what is the default communications protocol?

  • iFrame
  • JavaScript

Which type of activities can be added to activity rules in AAS?

  • Conversion activity
  • Product-based activity
  • Third-party activity
  • Retargeting activity

AAS Tag Manager can be generated in both JavaScript and noscript format.

  • False
  • True

A placement tag will serve default ads when the stop serving condition is met, unless the placement tag is disabled by the publisher.

  • False
  • True

Fire Always rule is a default rule that enables your Tag Manager to fire and be tested/used immediately. You can rename or disable it but it cannot be deleted.

  • False
  • True

Raw data feeds are event-level raw data files exported from AAS.

  • True
  • False

A delivery group can be replaced if attached to a live placement.

  • True
  • False

Once disabled in a delivery group, the ad is no longer in creative rotation and stops being served.

  • True
  • False

A delivery group is running four ads in sequential rotation with frequency cap set at three impressions per user per day. Which creative instance will load when served for the fourth time to the same user in the same day?

  • The first ad in sequence
  • The default image
  • The fourth ad in sequence
  • Only Tracking tag will fire

Site visits are included as events in the path to conversion report but they are never the winner event.

  • False
  • True

When using a script format to set site parameters to be passed into Tag Manager from the webpage, which of the following options allows you to define where Tag Manager retrieves insights?

  • Retargeting
  • Variables
  • Third Party Activity
  • Conversions

Where should the webmaster place the code if the advertiser wants to track conversions only on specific pages?

  • In the head of the webpage
  • Directly into the body of that webpage
  • Into the click button

Arrange the steps in the correct order to generate Tag Manager.

  • Determine the KPIs (1)
  • Create a Tag Manager (2)
  • Create Activity Rules and relevant Conversion/Retargeting Activities (3)
  • Publish and implement the Tag Manager code (4)
  • Test the Tag Manager (5)

Which tool in AAS is used for mass creative upload?

  • Ad creation wizard
  • Smart upload
  • Attachment tool
  • Creative refresh

If variables/parameters are to be passed through a noscript Tag Manager code the webmaster needs to add them manually.

  • True
  • False

What is true for environments where JavaScript tags are not allowed or supported?

  • The Tag Manager can automatically collect all data
  • The Tag Manager has no limitations
  • The Tag Manager is prevented from automatically collecting data
  • The Tag Manager cannot be used at all

Michael is looking for a report which will list out attributes of the path to conversion events such as ad names and publisher sites running the ads. Which report field type is the best option for Michael?

  • Winner event
  • Conversion activity
  • Conversion path

Anna wants to use a Raw Data Feed to perform an indepth analysis of activities recorded on the site and site referrals. What type of RDF report should Anna pull to get the best results?

  • Site Activities Feed
  • Interactions Feed
  • Standard Feed

You must be connected to a VPN in order to access AAS RDF server.

  • True
  • False

Once a placement is created and saved, you can modify the placement type.

  • False
  • True

AAS raw data feeds cannot be generated ad-hoc, they can only be scheduled.

  • True
  • False

Tania has requests to group placements for the same site, with the same cost settings, and the same placement start and end dates. What is the best option for Tania to manage these requests?

  • Create a placement package.
  • Import placements with the Excel template
  • Change placement and tag settings for each placement and click Save.
  • Manage placements using the ads mapping table

In most scenarios, Tag Manager code changes throughout the pages of a website.

  • False
  • True

Path to conversion reports can include data from different campaigns under a single advertiser.

  • False
  • True

Path to conversion reports can include multiple advertisers’ data.

  • False
  • True

Unless implemented by iFrame as non script, the Tag Tester Tool browser icon will activate only on pages with the Tag Manager implemented.

  • True
  • False

Which placement types require a creative in order to generate placement tags?

  • In-banner
  • In-stream video
  • Tracking
  • In-stream tracking

The type of third-party activity fired independently from any other AAS activity (added in the “Then” section of an activity rule) is called:

  • Other third-party activity
  • External conversion tracking activity
  • Third-party retargeting tracking activity

A customer searched online for a truck to rent and “Trucksy” came up as one of the results. Upon clicking on the paid search ad, they were taken to the “Trucksy” webpage where a Tag Manager triggered a conversion activity. Which of the following site activities was triggered in this case?

  • Search referral rule
  • Other referral rule
  • Social referral rule
  • Revenue-sharring referral rule

When recording conversion third-party activities for sites, instead of reporting the activity to all sites, only a single site is informed of the conversion, according to to the attribution model selected. This process in AAS is called:

  • Piggybacking
  • Path to conversion
  • Attribution conversion model
  • Deduplication

AAS retargeting activities can be used to create target audiences in AAS.

  • False
  • True

AAS Tag Manager is a single block of code that resides on an advertiser’s website for advertisers who want to measure site visits, measure conversions and manage any third-party pixels from the AAS user interface (UI).

  • True
  • False

Which section is the Tag Manager “publish” button located in the AAS UI?

  • Within the advertiser settings
  • Within the Tag Manager settings
  • Within account settings
  • Within campaign settings

What do all three report types in AAS have in common?

  • Event level data is available across all types
  • They are all aggregated reports
  • They are available in the form of a report builder
  • They can be exported as .csv files

Lisa wishes to review conversion winner event date and winner event location for the winning event. Which of the 3 report field types would Lisa select?

  • Winner event
  • Conversion path
  • Conversion activity

Which of the following statements are true in regards to noscript tag implementation?

  • Only image and URL third-party pixels will be able to execute
  • Activity rules based on CSS selectors will not work
  • Tag variables can only be added manually
  • noscript tag fetches all advertiser data from the webpage

Data obtained by setting the line ID is passed to third-parties via:

  • Tokens added to the placement tag
  • Special instructions section in the exported placement tag .txt file
  • Email to third party where this is specifically mentioned

Attributes such as entity name, entity ID, date, duration, etc. which populate AAS report headings are also known as:

  • Delimiters
  • Metrics
  • Dimensions
  • Advertisers