Which of the following measurement solutions should advertisers running awareness and consideration campaigns with Amazon Ads use to obtain performance insights and inform actions?
- Amazon Brand Lift
- Amazon Attribution
- Amazon Marketing Cloud
Explanation:
- Amazon Brand Lift:
- Amazon Brand Lift is a measurement solution designed specifically to measure the impact of Amazon Ads campaigns on consumer perceptions and behaviors.
- It provides advertisers with insights into key metrics such as brand awareness, ad recall, consideration, and purchase intent.
- Advertisers can use Brand Lift studies to understand how their campaigns are influencing customer perceptions and behaviors throughout the customer journey.
- This information helps advertisers optimize their ad creatives, targeting strategies, and budget allocation to maximize campaign effectiveness and achieve their awareness and consideration goals.
Other Options Explained:
- Amazon Attribution: While Amazon Attribution provides insights into how non-Amazon marketing tactics contribute to shopping activity on Amazon, it is not specifically tailored for measuring the impact of Amazon Ads campaigns on awareness and consideration metrics.
- Amazon Marketing Cloud: This option does not exist as a specific measurement tool provided by Amazon. It may refer to broader marketing analytics or cloud computing services, which are not directly related to campaign performance measurement on Amazon Ads.
Therefore, for obtaining performance insights and informing actions for awareness and consideration campaigns on Amazon Ads, Amazon Brand Lift is the recommended measurement solution.