Questions

 

Your primary campaign goal is to increase awareness. Which Sponsored Brands report would provide you with the most relevant information to review performance?

 

• Advertised purchases
• Brand Impression Share
• Matched target

 

Explanation:

The correct answer is Brand Impression Share because this report provides valuable insights into the visibility of your Sponsored Brands ads relative to the total possible impressions in your targeted audience. When your primary campaign goal is to increase awareness, it’s crucial to measure how often your ads are shown compared to the overall opportunities available. Brand Impression Share helps you understand the reach of your ads and the effectiveness of your campaign in terms of visibility. It allows you to see if you’re capturing a sufficient portion of the audience’s attention, making it the most relevant metric for evaluating awareness-focused campaigns.

 

 

You want to have a more nuanced set-up with only Amazon-owned and -operated inventory but also be able to reach third-party audiences at each stage of their shopping journey. Which of the following solutions is best for you?

 

• Sponsored ads and Amazon DSP together
• Amazon DSP
• Sponsored ads

 

Explanation:

The correct answer is **Sponsored ads and Amazon DSP together** because combining both solutions allows you to leverage the strengths of each while reaching your desired audience at every stage of their shopping journey. Sponsored ads, such as Sponsored Products and Sponsored Brands, focus on Amazon-owned and -operated inventory, ensuring your ads appear on Amazon’s platform, directly targeting customers who are already searching or browsing relevant products. On the other hand, Amazon DSP extends your reach beyond Amazon to third-party sites, allowing you to target customers both on and off Amazon throughout their shopping journey, including the awareness and consideration stages. By using Sponsored ads and Amazon DSP together, you can create a more comprehensive and nuanced strategy that optimizes for both Amazon’s internal traffic and external third-party audiences, effectively covering the full spectrum of potential buyers.

 

What is different between the reporting scopes of Amazon DSP and AMC?

• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes ads purchased through Amazon DSP and sponsored ads
• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes advertiser-owned datasets
• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes ads purchased through Amazon DSP and sponsored ads, as well as advertiser-owned datasets

 

Explanation:

The correct answer is **Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes ads purchased through Amazon DSP and sponsored ads, as well as advertiser-owned datasets** because Amazon DSP primarily focuses on reporting for ads that are bought directly through the DSP platform, which includes display ads across Amazon’s network and third-party sites. In contrast, Amazon Marketing Cloud (AMC) offers a broader reporting scope that not only includes data from Amazon DSP campaigns but also from Sponsored Ads, such as Sponsored Products and Sponsored Brands, as well as additional advertiser-owned datasets. This expanded reporting capability in AMC allows advertisers to gain a more comprehensive view of their marketing efforts across different ad types and platforms, helping them integrate and analyze data more effectively to optimize overall campaign performance.

 

Campaign reports in Amazon DSP include performance signals for you to check performance activity on selected dates. Which of the following is a dimension available in the Campaign reports?

• Deal
• Order
• Site

 

Explanation:

The correct answer is **Order** because in Amazon DSP, the Campaign reports include performance signals and metrics that are broken down by various dimensions, with ‘Order’ being one of them. The ‘Order’ dimension specifically allows you to analyze the performance of campaigns in relation to actual purchases or order data. This helps advertisers assess how their display ads and other DSP campaigns are translating into sales, providing valuable insights into the effectiveness of the campaign. While dimensions like Site and Deal are important in certain contexts, ‘Order’ is a key dimension for measuring the direct impact of DSP campaigns on sales and conversions.

 

 

You may need to adjust your bids depending on the performance of your bid optimization strategy. Which of the following bid adjustments should you consider?

 

• Identify keywords and products with higher conversion rate and increase their bids
• Identify the keyword and products with higher viewable cost per mille (vCPM) and decrease bids
• Identify the keyword and products with lower ACOS and decrease bids

 

Explanation:

The correct answer is ‘**Identify keywords and products with higher conversion rate and increase their bids**.’ By increasing the bids for keywords and products with a higher conversion rate, you are strategically investing more in the areas that are already generating more valuable results. These higher-converting keywords and products indicate strong engagement and sales potential, and increasing the bids can help secure more impressions and clicks, leading to greater returns on investment. This approach ensures that you are allocating your budget efficiently, focusing on the most effective keywords and products. Decreasing bids for keywords with lower performance or lower conversion rates could reduce visibility and hinder the campaign’s overall success, making it crucial to prioritize high-converting areas for bid increases.

 

Jane has been using Sponsored Display at all stages of the shopping journey for her campaign. She now needs access to other media formats and she is not active on Amazon DSP. Which of the following strategic recommendations is the best for Jane?

• Replacing Sponsored Display with Amazon DSP
• Activating the full potential of Sponsored Display
• Adding Amazon DSP to grab attention with videos on Streaming TV and OLV

 

Explanation:

The correct answer is **Adding Amazon DSP to grab attention with videos on Streaming TV and OLV** because Amazon DSP offers additional media formats that can help Jane expand her reach and capture more attention from potential customers. By incorporating video ads on Streaming TV (STV) and Online Video (OLV), Jane can engage her audience through dynamic, visually rich content that is effective at driving awareness and attention, especially in the earlier stages of the shopping journey. While Sponsored Display is useful across various stages of the customer journey, adding Amazon DSP allows Jane to diversify her media strategy, reaching customers both on and off Amazon through video, which is particularly powerful for capturing attention and increasing brand awareness. This approach complements her existing efforts with Sponsored Display and adds new touchpoints for audience engagement.