Questions

Harout is currently using Sponsored Products with keyword targeting to reach shoppers while they browse Amazon products. However, they see an opportunity to run additional campaigns to help drive awareness for their brand’s offerings. Using Amazon DSP, what would you recommend?

• Run an audio campaign focused on reaching audiences that use Subscribe&Save on their brand’s top seller
• Run a display campaign with new audiences to reach shoppers that did not view their product detail pages
• Run a video campaign with demographic to reach the broadest audience, excluding those who purchased from the brand in the last 365 days

 

Explanation:

The selected answer **Run a video campaign with demographic to reach the broadest audience, excluding those who purchased from the brand in the last 365 days** is correct because a video campaign is an effective way to build brand awareness, especially when targeting a broad audience. By using demographic targeting, Harout can reach users based on factors such as age, gender, income level, and other demographic information, ensuring the ad reaches a wide, relevant audience. Excluding those who have already purchased in the past 365 days helps focus the campaign on new prospects, increasing the likelihood of reaching potential customers who haven’t yet interacted with the brand, which is ideal for driving awareness. This approach allows Harout to expand their brand reach and attract new customers beyond those already familiar with their products.

 

Gerald is writing copy for their upcoming display campaign to promote their new sunscreen. Which copy would meet policy requirements?

• ‘Number 1 sunscreen in the USA’
• ‘Learn more about our sunscreen’
• ‘Hurry! Limited supply!’

 

Explanation:

The selected answer “‘Learn more about our sunscreen’” is correct because it complies with Amazon’s advertising policies, which require that copy be clear, truthful, and not misleading. The phrase ‘Learn more about our sunscreen’ is informative and invites consumers to engage with the product without making exaggerated claims or creating artificial urgency. This approach aligns with Amazon’s guidelines, which discourage the use of vague or unsubstantiated statements like ‘Number 1 sunscreen in the USA’ unless supported by verifiable data. Additionally, the phrase ‘Hurry! Limited supply!’ could be seen as creating unnecessary urgency, which is typically discouraged unless there is a legitimate reason for such a claim. Therefore, ‘Learn more about our sunscreen’ is a compliant and straightforward call to action.

 

For any conversion event, the “total” metric will include both brand halo conversions and promoted conversions.

• True
• False

 

Explanation:

The selected answer **True** is correct because the ‘total’ metric for any conversion event in Amazon Ads includes both brand halo conversions and promoted conversions. Brand halo conversions refer to the indirect impact of a campaign, where a customer may not click on an ad but still purchases the product later due to the increased brand awareness generated by the campaign. Promoted conversions are direct conversions that result from interactions with the ad itself. By combining both types of conversions, the ‘total’ metric provides a comprehensive view of the overall impact of a campaign, reflecting both immediate and longer-term effects on sales.

 

Finnigan wants to grow new-to-brand sales. Which campaign strategy would best help them achieve this goal?

• Create campaign using custom audience that excludes shoppers that purchased from their brand in the past 365 days
• Create a campaign focused on views remarketing audiences
• Create campaign using custom audience that includes a mix of in-market, lifestyle, and demographic audiences

 

Explanation:

The selected answer “Create campaign using custom audience that excludes shoppers that purchased from their brand in the past 365 days” is correct because this strategy is specifically designed to target new-to-brand sales by excluding existing customers who have already purchased from the brand within the past year. By excluding previous customers, Finnigan can focus on reaching new prospects who have not yet interacted with their brand, increasing the likelihood of attracting new customers. This approach is ideal for growing new-to-brand sales because it ensures the campaign targets fresh audiences, maximizing the potential for acquiring new customers and expanding the brand’s customer base.