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When should an advertiser consider using bid modifiers?

• When they have additional data not available to Amazon DSP that informs the value of impressions
• When they want to reduce manual control over bidding
• When they want Amazon DSP to automatically optimize bids for standard campaign goals

Explanation:

The correct answer is **When they have additional data not available to Amazon DSP that informs the value of impressions** because bid modifiers are most useful when advertisers have external data that can provide further insight into the value of certain impressions. For example, if an advertiser knows that specific audience segments, locations, or times of day are more valuable to their campaign, they can use bid modifiers to adjust bids accordingly. This allows for more refined targeting based on factors beyond what Amazon DSP automatically considers. The other options are less relevant because bid modifiers are typically used to enhance, not reduce, control over bidding, and they are not necessary when Amazon DSP is already optimizing bids for standard campaign goals.

When setting up a campaign with multiple line items using budget optimization, what is the best practice for pacing profiles?

• Always use ASAP pacing for all line items
• Use different pacing profiles for each line item
• Use the same pacing profile for all line items in the order

Explanation:

The correct answer is **Use the same pacing profile for all line items in the order** because using a consistent pacing profile across all line items in a campaign ensures that the budget optimization works efficiently and the campaign delivers as intended. When all line items follow the same pacing strategy, it helps maintain a balanced and synchronized spend distribution, avoiding situations where some line items might spend too quickly while others underdeliver. This approach also simplifies campaign management and allows Amazon DSP to allocate the budget more effectively across the different line items, ensuring a smooth and coordinated delivery. Using different pacing profiles or ASAP pacing for all line items might create inconsistencies or result in suboptimal spend distribution, which could negatively impact the overall performance of the campaign.

When assigning multiple audience segments to a line item, an advertiser wants to increase scale by serving ads to shoppers in any of the selected segments. Which option should they choose?

• Neither
• And
• Or

Explanation:

The correct answer is **Or** because when assigning multiple audience segments to a line item and an advertiser wants to increase scale by serving ads to shoppers in any of the selected segments, the ‘Or’ option should be used. The ‘Or’ operator ensures that the ad is shown to shoppers who are in one or more of the selected segments, effectively broadening the reach. This increases the scale of the campaign by targeting a larger group of potential customers who meet the criteria of any of the chosen audience segments. On the other hand, using ‘And’ would limit the audience to those who fall into all of the selected segments simultaneously, reducing the overall reach and scale of the campaign.