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Questions

Danbi noticed their display campaign had high impressions, but did not receive many views. This most likely indicates that:

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Danbi noticed their display campaign had high impressions, but did not receive many views. This most likely indicates that:

  • Shoppers are not moving from consideration to conversion
  • Shoppers are not moving from awareness to consideration
  • Shoppers are not moving from conversion to loyalty

 

Explanation:

The selected answer **Shoppers are not moving from awareness to consideration** is correct because high impressions indicate that the campaign is reaching a large audience, but the low view count suggests that many of those who saw the ad did not take the next step to learn more about the product, such as clicking to view the details. This behavior typically reflects a gap in moving potential customers from the awareness stage (where they are first introduced to the product) to the consideration stage (where they show interest by engaging with the ad). It suggests that while the ad is visible, it may not be compelling enough to capture the audience’s attention or interest, preventing them from taking further action. Therefore, the issue lies in the transition from awareness to consideration.

 

Claudette wants to use Online Video ads and Streaming TV ads together, but is unsure how to best use them to drive campaign objectives. Which of the following recommendations will most likely improve campaign performance?

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Claudette wants to use Online Video ads and Streaming TV ads together, but is unsure how to best use them to drive campaign objectives. Which of the following recommendations will most likely improve campaign performance?

  • Use the same audience types for both OLV and STV campaign
  • Use OLV ads to remarket viewers who previously viewed a STV ad to reach shoppers at multiple touchpoints
  • Use STV to drive awareness with select Amazon audiences, using keyword targeting with OLV to capture demand as shoppers browse the Amazon store

 

Explanation:

The correct answer is **Use OLV ads to remarket viewers who previously viewed a STV ad to reach shoppers at multiple touchpoints**. Using Online Video (OLV) ads to remarket viewers who have already seen a Streaming TV (STV) ad is a highly effective strategy for driving campaign performance. This approach allows Claudette to reach shoppers at multiple touchpoints, reinforcing the brand message and encouraging deeper engagement. By remarketing to users who have been exposed to STV ads, OLV ads can help keep the brand top of mind and guide users further down the funnel, leading to higher conversion rates. This strategy ensures that the brand maintains visibility across different media types, enhancing the overall impact of the campaign and improving its effectiveness in reaching and converting the target audience.

 

Ciaran is running a Sponsored Brand video campaign focused on driving consideration. Which keyword strategy would you recommend to best help them achieve this goal?

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Ciaran is running a Sponsored Brand video campaign focused on driving consideration. Which keyword strategy would you recommend to best help them achieve this goal?

  • Focus on equal parts breadth and depth of keywords
  • Focus only on depth of keywords
  • Focus only on breadth of keywords

 

Explanation:

The correct answer is **Focus on equal parts breadth and depth of keywords**. For a Sponsored Brands video campaign focused on driving consideration, it is important to strike a balance between breadth and depth in keyword targeting. Focusing on breadth allows the campaign to reach a larger audience by capturing a wide range of relevant search queries, helping to increase visibility and awareness. At the same time, focusing on depth ensures that the campaign targets more specific, highly relevant keywords that align closely with the brand’s products or messaging, allowing for more precise targeting and engagement with users who are in the consideration phase of the buying journey. By combining both strategies, Ciaran can maximize the campaign’s reach while maintaining relevance, which is essential for driving consideration and encouraging potential customers to explore the brand further.

 

Bjorn is using a third-party tag for their upcoming display campaign, but the third-party tag indicates it is “Unrecognized” in Amazon DSP. How would you help them troubleshoot this issue?

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Bjorn is using a third-party tag for their upcoming display campaign, but the third-party tag indicates it is “Unrecognized” in Amazon DSP. How would you help them troubleshoot this issue?

  • Check that Amazon Ad Tag is working correctly
  • Evaluate the need for a server-to-server integration to enable better tagging
  • Check to see if the creative macro is being used or is invalid

 

Explanation:

The correct answer is **Check to see if the creative macro is being used or is invalid** because the ‘Unrecognized’ status for a third-party tag in Amazon DSP often indicates that there is an issue with the creative macro, which is part of the tag used to track ad performance and data. Creative macros are short commands embedded in the ad’s tracking URL, and if the macro is either incorrectly formatted or invalid, it can cause the tag to be unrecognized by Amazon DSP. Troubleshooting by ensuring the correct use of macros and verifying their validity is essential to resolve this issue. While checking the Amazon Ad Tag or considering a server-to-server integration could also be relevant in different scenarios, the direct cause in this case is most likely related to the use or invalidity of the creative macro.

 

Bhindi runs ads for a brand that does not sell products or services in the Amazon store. They want to include pricing or savings for a static banner display ad. What must they do to ensure this creative is compliant with Amazon Ads guidelines and acceptance policies?

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Bhindi runs ads for a brand that does not sell products or services in the Amazon store. They want to include pricing or savings for a static banner display ad. What must they do to ensure this creative is compliant with Amazon Ads guidelines and acceptance policies?

  • They cannot include any pricing or savings details if they do not sell in the Amazon store
  • Pricing or savings claims can be located in static banners regardless of where the clickthrough link leads
  • Pricing or savings claims can be located in static banners only if the pricing or savings claims are the same in the clickthrough destination

 

Explanation:

The selected answer **Pricing or savings claims can be located in static banners only if the pricing or savings claims are the same in the clickthrough destination** is correct because Amazon Ads guidelines require that any pricing or savings claims made in the creative must be consistent with the information available on the destination page the ad links to. This ensures that customers are not misled by discrepancies between what is advertised in the banner and what they encounter when they click through to the landing page. If the brand does not sell products or services in the Amazon store, they cannot make pricing or savings claims unless those claims are reflected accurately on the destination page, ensuring transparency and compliance with Amazon’s advertising policies.

 

Bhavish is interested in driving incremental reach to help increase visibility of his brand among audiences beyond linear TV. Which video ad solutions would best help them meet this goal?

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Bhavish is interested in driving incremental reach to help increase visibility of his brand among audiences beyond linear TV. Which video ad solutions would best help them meet this goal?

  • Streaming TV and Sponsored Brands video ads
  • Sponsored Brands video ads and Sponsored Display ads
  • Streaming TV and Online Video ads

 

Explanation:

The correct answer is **Streaming TV and Online Video ads**. Both Streaming TV and Online Video ads are effective solutions for driving incremental reach and increasing brand visibility, especially among audiences beyond linear TV. Streaming TV ads allow brands to reach viewers who are engaged with live, on-demand streaming content, expanding their reach beyond traditional TV audiences. Online Video ads, which appear across a variety of platforms, further extend this reach by engaging users during their browsing and content consumption activities online. By combining both solutions, Bhavish can maximize his brand’s visibility by targeting diverse audiences who may not be exposed to linear TV, ultimately enhancing brand awareness and driving greater reach across digital environments.