Questions

A skincare brand wants to reach females who are in-market for either beauty products or haircare. How should they set up their audience targeting?

• Create two groups with ‘Or’ between beauty and haircare, and use ‘And’ to combine with the female demographic
• Use ‘And’ between each audience segment
• Use ‘Or’ between each audience segment

Explanation:

The correct answer is **Create two groups with ‘Or’ between beauty and haircare, and use ‘And’ to combine with the female demographic** because this setup allows the skincare brand to effectively target females who are in-market for either beauty products or haircare. The ‘Or’ operator between beauty and haircare ensures that the audience includes individuals who are interested in either category, while the ‘And’ operator between this combined group and the female demographic ensures that the audience is specifically limited to females. This targeting structure maximizes the reach within the desired audience by allowing flexibility in interest while still focusing on the specific gender group. Using only ‘And’ or only ‘Or’ between all segments would either limit the audience too much or broaden it too widely, missing the key combination of interests and demographics.

A shopper’s journey to purchasing a laptop on Amazon over a 20-day period involved the following interactions: -March 5 – Sponsored Products ad view -March 15 – Display ad click -March 17 – Video ad view -March 20 – Purchase Based on Amazon Ads’ attribution methodology, which ad interaction will be credited for this conversion?

• March 15 – Display ad click
• March 5 – Sponsored Products ad view
• March 20 – When the purchase is made

Explanation:

The correct answer is March 15 – Display ad click because Amazon Ads uses a last-touch attribution model, which attributes the conversion to the most recent ad interaction before the purchase. In this case, the display ad click on March 15 is the closest interaction to the March 20 purchase, so it receives credit for the conversion. The last-click interaction is prioritized, meaning that even though the shopper viewed a Sponsored Products ad on March 5 and a video ad on March 17, the click on the display ad on March 15 is considered the most influential in driving the final purchase. The purchase itself on March 20 does not receive attribution, as Amazon’s model focuses on the ad interactions that led up to the conversion.

A shopper’s journey to purchasing a coffee maker on Amazon over a 20-day period involved the following interactions: -March 5 – Sponsored Products ad view -March 12 – Sponsored Brands ad view -March 17 – Video ad view -March 20 – Purchase Based on Amazon Ads’ attribution methodology, which ad interaction will be credited for this conversion?

• March 12 – Sponsored Brands ad view
• March 17 – Video ad view
• March 5 – Sponsored Products ad view

Explanation:

The correct answer is **March 17 – Video ad view** because Amazon Ads uses a last-touch attribution model, which credits the most recent ad interaction leading up to a conversion. In this scenario, the shopper made a purchase on March 20, but the last ad interaction before the purchase occurred on March 17 with the video ad view. Since the attribution model prioritizes the most recent touchpoint before the conversion, the video ad view on March 17 would be credited for the conversion, even though earlier interactions with Sponsored Products and Sponsored Brands ads played a role in the shopper’s journey.

A shopper interacts with ads from two different campaigns from the same brand, they first click an ad promoting the brand’s mirrorless cameras and later click an ad promoting the brand’s camera cases. The shopper ends up purchasing the mirrorless camera after clicking on the ad for the camera cases. Conversion will be awarded to which campaign?

• The camera bag campaign
• The mirrorless camera campaign
• None

Explanation:

**The mirrorless camera campaign** will be awarded the conversion in this case because it is more relevant to the shopper’s final purchase. Even though the shopper interacted with ads from both campaigns, the conversion is credited to the campaign promoting the product that was actually purchased—the mirrorless camera. This approach follows Amazon Ads’ attribution methodology, where conversions are assigned based on the most relevant ad to the conversion event. In this example, the shopper ultimately purchased the mirrorless camera, so that campaign receives the credit, regardless of the fact that the shopper clicked on the camera cases ad last. This method ensures conversions are not double-counted across different campaigns and accurately reflects the shopper’s purchase behavior.