vmartinez

 

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

 

• Repeat purchases
• Store visits
• Advertising cost of sales

 

Explanation: The correct answer is **Store visits** because store visits are an important metric for measuring consideration goals. Consideration goals focus on engaging customers and encouraging them to evaluate your brand or products before making a purchase. A store visit indicates that a customer has shown interest in your brand by exploring your Amazon Store, which is a key step in the consideration phase of the buyer’s journey. By tracking store visits, you can assess how well your campaigns are driving potential customers to learn more about your products, thus moving them closer to a purchase decision. Repeat purchases and advertising cost of sales are more aligned with loyalty and conversion goals, respectively.

 

 

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.

 

• 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 lifestyle audiences
• Use suggested targets and dynamic segments

 

Explanation:

The correct answer is ‘**Use suggested targets and dynamic segments**.’ When a Sponsored Display campaign shows low click-through rates (CTRs) and low new-to-brand orders, using suggested targets and dynamic segments can help optimize the campaign by improving targeting efficiency. Suggested targets are based on insights from Amazon’s machine learning algorithms, which can help identify relevant audience segments that are more likely to engage with the ads, leading to higher CTRs. Dynamic segments automatically adjust and optimize the targeting based on the performance of the campaign and the behaviors of users, ensuring that the ad is shown to the most relevant and high-potential audiences. This approach enhances the reach of the campaign, increases engagement, and helps attract new-to-brand customers, thus improving overall performance. In contrast, purchases remarketing and lifestyle audiences may not address the specific targeting adjustments needed to reach new customers effectively.

 

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

 

Explanation:

The correct answer is **Amazon multichannel products can help you maximize your impact, create engaging experiences, and find new ways to capture your customers’ attention** because combining display ads, audio ads, and streaming TV allows you to reach customers across different touchpoints and at various stages of the customer journey. By using these multichannel products together, you can create a cohesive, engaging brand experience that maximizes visibility, engages potential customers in new ways, and enhances brand recall. This approach helps capture attention through multiple formats—whether it’s through display, audio, or video—leading to a more impactful campaign. Additionally, these products allow you to reach customers on and off Amazon, amplifying your campaign’s reach and effectiveness.

 

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.

 

• True

 

• False

 

Explanation: The correct answer is **True** because the campaign pre-optimization checklist is intended to be used at the review step, immediately after the campaign setup is completed. This checklist ensures that all critical elements of the campaign have been correctly configured before launching or optimizing it. By reviewing this checklist, you can verify that key aspects, such as targeting, budget allocation, and goals, are properly set up, minimizing the chances of errors or missed opportunities that could affect the campaign’s performance. Using the checklist at this stage helps ensure that the foundation of your campaign is solid before moving on to optimization or execution.