Questions

Zhang wants to advertise wicker baskets and wants to prevent their ads from appearing on irrelevant shopping results. Which targeting method should they use?

 

 

When targeting by individual product, which filter would Liu adjust if they want to target a complementary product to the one in their ad?

• Filter by “exact“
• Filter by “category’
• Filter by ”expanded“

or

Which filter would Liu adjust if they want to target a complementary product to the one in their ad?

 

Explanation:

The correct answer is **’Filter by ‘expanded”** because this filter allows Liu to target a broader set of complementary products that are related to the product in their ad. The ‘expanded’ filter includes a wider range of products that could be relevant, such as items that frequently appear in the same shopping sessions or that customers often purchase together. This helps Liu reach a larger audience by targeting products that complement the main product in the ad, increasing the likelihood of cross-selling. In contrast, the ‘exact’ filter is used to target specific products or keywords, and the ‘category’ filter targets broader product categories, neither of which would specifically target complementary products as effectively as the ‘expanded’ filter.

 

Jane wants to run their Sponsored Brands campaign as always on, without an end date. What budget option should she use?

 

Explanation:

The correct answer is **’Daily budget’** because this option allows Jane to set a consistent amount to spend each day on her Sponsored Brands campaign, ensuring it runs continuously without an end date. A daily budget provides the flexibility to maintain an ‘always on’ campaign, as it will automatically reset each day and can keep the campaign active indefinitely, as long as the budget is not exhausted. This makes it the ideal choice for campaigns that need to run continuously. In contrast, a monthly budget limits the total amount to be spent over the course of a month, and a lifetime budget sets a total amount to be spent over the campaign’s entire duration, which would not align with Jane’s goal of an ongoing campaign.

 

Match the bidding strategy to the definition. Amazon will increase your bids in real time for clicks that may be more likely to convert to a sale, and reduce them for clicks that are less likely to convert to a sale.

 

Explanation:

The correct answer is **’Dynamic bids – up and down’** because this bidding strategy allows Amazon to adjust bids in real time based on the likelihood of a click converting into a sale. When using dynamic bids – up and down, Amazon may increase the bid for clicks that are more likely to result in a sale, improving the chances of winning those clicks, and decrease the bid for clicks that are less likely to convert, saving the advertiser money on less valuable clicks. This approach ensures that the bids are optimized dynamically for each auction, making it a flexible and adaptive strategy for advertisers looking to maximize the return on their ad spend. In contrast, ‘Fixed bids’ maintain a constant bid and ‘Dynamic bids – down only’ only reduce bids, without increasing them for higher-value clicks.

 

Match the bidding strategy to the definition. Amazon will use your exact bid for all opportunities and won’t adjust your bids based on likelihood of a conversion.

 

Explanation:

The correct answer is **’Fixed bids’** because this bidding strategy uses the exact bid amount set by the advertiser for all opportunities without any real-time adjustments. With fixed bids, Amazon does not alter the bid based on the likelihood of conversion, meaning that the bid remains constant regardless of how likely a click is to result in a sale. This approach provides advertisers with full control over the amount they are willing to pay for each click, but it may not optimize the bid in response to factors like conversion probability. In contrast, ‘Dynamic bids – down only’ reduces bids for clicks less likely to convert, and ‘Dynamic bids – up and down’ adjusts bids both up and down depending on the conversion likelihood.

 

 

Which bidding strategy may deliver more conversions for your ad spend?

 

 

Explanation: The correct answer is **’Dynamic bids – up and down’** because this bidding strategy allows Amazon to adjust bids in real-time based on the likelihood of a conversion. With ‘Dynamic bids – up and down,’ Amazon can increase bids for clicks that are more likely to result in a sale, which enhances the chances of achieving higher conversions. Conversely, it reduces bids for clicks that are less likely to convert, ensuring that ad spend is optimized. This flexibility maximizes the effectiveness of the ad budget by targeting high-conversion opportunities while reducing unnecessary costs. In contrast, ‘Fixed bids’ maintain a constant bid amount, and ‘Dynamic bids – down only’ only reduces bids for less likely conversions, making ‘Dynamic bids – up and down’ the most effective for maximizing conversions for the ad spend.