vmartinez

 

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.

 

Explanation: The correct answer is **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** because the analysis shows that the highest purchase rate occurs when customers are exposed to both Sponsored Products and Amazon DSP Display ads. This indicates that the combination of these two ad types leads to a stronger influence on customers, likely because each ad type targets the audience in different ways, enhancing the chances of conversion. Therefore, strategically increasing investment in both ad types would maximize the overall purchase rate and help achieve your conversion 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

 

Explanation:

The correct answer is **Sponsored Display and Amazon DSP together** because combining these two ad products allows Jorge to effectively achieve both of his campaign goals: increasing customer awareness and driving sales. Sponsored Display ads can help retarget potential customers who have shown interest in related products, keeping the brand top-of-mind and fostering awareness. Meanwhile, Amazon DSP offers more extensive targeting options and enables display ads across a broader network, reaching customers both on and off Amazon, which helps to drive sales by reaching more relevant audiences. By using both products together, Jorge can maximize exposure to new audiences and re-engage past visitors, increasing both awareness and conversion rates.

 

 

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

 

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

 

Explanation: The correct answer is **In-market Amazon audiences** because in-market audiences are shoppers who are actively researching or considering products in a specific category on Amazon. These audiences are highly relevant for driving awareness goals, as they are already in the process of evaluating products and are more likely to engage with ads that help introduce them to your brand or product. By targeting these in-market customers, you can increase visibility and reach potential buyers who are actively considering similar products, helping to raise brand awareness effectively. Advertiser hashed audiences and third-party behavioral audiences, while useful in other contexts, are typically more suited for targeting specific customer segments or driving conversions, rather than primarily increasing awareness.

 

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

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

 

Explanation:

The correct answer is **Third-party behavioral audiences** because this targeting option helps drive consideration goals by reaching customers who have demonstrated specific behaviors and interests through their activity on external websites and platforms. Third-party behavioral audiences allow advertisers to target individuals who have shown interest in related products or topics, but may not yet be actively searching for a product to purchase. By targeting these audiences, you can engage customers at the consideration stage of their buying journey, when they are evaluating options and becoming more aware of products that align with their interests. This approach is particularly effective for nurturing leads and encouraging further engagement with your brand.

 

Maybe you want to search:

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

 

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.

• True
• False

 

Explanation:

The correct answer is **True** because Sponsored ads and Amazon DSP ads have different placements across the Amazon ecosystem, and their positioning helps optimize visibility for reaching potential customers. Sponsored ads, including Sponsored Products and Sponsored Brands, can be placed in prominent positions such as the top of search results or other high-traffic locations within Amazon, increasing exposure to users as they browse. Amazon DSP ads, on the other hand, have a broader reach and can be placed in various locations including the top and bottom right of the desktop, as well as on search pages, product detail pages, and even thank you pages after purchases. These strategic placements allow advertisers to target and engage customers at multiple points in their shopping journey, maximizing visibility and driving better performance for their campaigns.

 

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

 

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

or

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

 

Explanation: The correct answer is **Subscribe and save (SNS)** because the Subscribe and Save program is designed to encourage repeat purchases by offering customers discounts for subscribing to automatic, recurring deliveries of products. This creates a sense of loyalty by incentivizing customers to commit to regular purchases over time, fostering long-term relationships with the brand. Using SNS is particularly effective for driving loyalty goals, as it ensures that customers continue to purchase from your brand on a recurring basis, increasing lifetime value and customer retention. Contextual and past product viewers are useful for driving awareness and consideration, but SNS is specifically tailored to loyalty by promoting repeat buying behavior.