Amazon Ads Campaign Planning Certification Exam Answers

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Planning an Amazon ads campaign involves several key steps to ensure effectiveness and efficiency. Here’s a structured approach you can follow:

1. Set Clear Objectives:
   • Define what you want to achieve with your Amazon ads campaign. It could be increasing sales, driving traffic to your product page, boosting brand awareness, etc.
2. Understand Your Audience:
   • Research your target audience on Amazon. Understand their demographics, preferences, and purchase behaviors. This data will help you tailor your ads effectively.
3. Keyword Research:
   • Conduct thorough keyword research to identify the most relevant and high-performing keywords for your products. Use tools like Amazon’s own keyword tool, as well as third-party tools like SEMrush or Helium 10.
4. Competitive Analysis:
   • Analyze your competitors’ ads and strategies. Identify what works well for them and where you can differentiate or improve.
5. Budget Allocation:
   • Determine your budget for the campaign. Consider how much you’re willing to spend daily or over the entire campaign period. Allocate your budget strategically based on your objectives and expected ROI.
6. Ad Types and Formats:
   • Choose the most suitable ad types for your goals. Amazon offers various ad formats, including Sponsored Products, Sponsored Brands, and Sponsored Display. Select the ones that align with your objectives and audience.
7. Campaign Structure:
   • Organize your campaigns, ad groups, and keywords in a logical structure. This makes it easier to manage and optimize your ads effectively. Group products with similar keywords or audience targeting together.
8. Ad Creative Development:
   • Create compelling ad copy and visuals that grab attention and drive action. Highlight your unique selling points and include clear calls-to-action. Tailor your creatives to resonate with your target audience.
9. Monitoring and Optimization:
   • Regularly monitor the performance of your ads and make adjustments as needed. Track key metrics like click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). Optimize your campaigns by adjusting bids, keywords, targeting, and ad creatives based on performance data.
10. A/B Testing:
    • Experiment with different ad variations to identify what resonates best with your audience. Test different headlines, images, copy, and targeting strategies to optimize your campaigns further.
11. Review and Iterate:
    • After the campaign ends, review the results against your initial objectives. Identify lessons learned and areas for improvement. Use these insights to refine your future Amazon ads campaigns.

By following these steps, you can develop a well-planned and effective Amazon ads campaign that drives results for your business.

Amazon Ads Campaign Planning Exam Quiz Answers

Question 1: True or false? The metrics in retail insights are ad attributed.

• False
• True

Question 2: Alify has worked with Amazon to create a campaign that uses an Easter egg for unique shopping queries. For which of the following goals is this strategy LEAST likely to be effective?

• Promote an exclusive offer
• Drive conversions
• Promote an event
• Drive awareness of a new product

Question 3: Chukwudi wants to understand when his brand’s customers are most likely to buy so that he can do a homepage takeover on a day that shoppers are most likely to purchase his products. Which audience insight would help him find this information?

• Demographic
• Overlap reports
• Timing
• Purchase frequency

Question 4: Which of the following is a benefit to combining display ads with sponsored ads?

• Reengage shoppers after they use the discovery bar or browse for related products
• Reach customers who are not actively searching or browsing for related products
• Help reach 10 times more high-intent shoppers
• All of these

Question 5: True or false? It’s best to maximize the number of clicks a customer must take between the initial click of an ad and the end action, in order to obtain the most accurate conversion metrics.

• True
• False

Question 6: True or false? Advertisers of brands that do not sell on Amazon can leverage Amazon’s industry-specific insights that can be used to make ads more relevant to customers.

• True
• False

Question 7: Darci is reviewing an overlap for her brand and notes that one of the overlapping audiences has a size of 4. What does this indicate?

• The audience is 4 times as likely to interact with the brand than the average audience on Amazon.
• The overlapping audience is 4 times as likely to fall into the audience selected for the report than the average audience on Amazon.
• The overlapping audience is 40% similar to the average audience on Amazon.
• The audience is larger than 40% of all Amazon audiences.

Question 8: Which retail metric highlights how frequently an advertiser’s products show up in organic widgets such as recommendations or “frequently bought together with”?

• Conversion rate
• Search impressions
• Glance views
• Earned media impressions

Question 9: When should an advertiser consider leveraging below the fold (BTF) placements?

• For campaigns with an awareness goal
• When there is a cost per acquisition goal
• When the goal is viewability
• When incremental reach is important

Question 10: Retail insights can look back to compare insights from _____________ in the past?

• 13 months
• 12 months
• 14 days
• 6 months

Question 11: Brighton wants to understand the time between repeat purchases of his brand’s products so he can find the ideal time to reengage shoppers and drive loyalty. Which audience insight would help Brighton achieve this goal?

• Demographic
• Overlap reports
• Timing
• Purchase frequency

Question 12: Ads that appear on Fire TV may be best suited for which type of campaign goal?

• Direct response
• Awareness

Question 13: YY Finance does not sell product or services on Amazon but is interested in leveraging Amazon Advertising solutions. Which campaign type is NOT available to YY Finance?

• neither of these
• Link in campaigns
• Link out campaigns

Question 14: Nino is an advertiser for an apparel company that sells both men’s and women’s clothing. How might Nino best use audience insights to see how his brand performs in each category?

• None of the above
• View demographic insights for men’s and women’s clothing separately
• View demographic insights for categories other than men’s and women’s clothing.
• View demographic insights for all product categories combined

Question 15: Which sponsored ad is best suited to drive discoverability by helping to increase product visibility in shopping results and related product detail pages?

• Sponsored Brands
• Sponsored Products

Question 16: Wheelhouse, an advertising agency, wants to reengage shoppers who viewed one of their client’s product pages but did not purchase. Which solution is best to reengage these shoppers?

• Sponsored Products
• Custom solutions
• Display ads
• Sponsorships

Question 17: HealthyByte wants to engage “healthy lifestyle” customers. They’ve determined that there are three core audiences that are likely to respond differently to different creatives. Which ad solution should HealthyByte consider using to effectively reach all three audiences?

• Video ads
• Sponsored Products
• Sponsored Brands
• Display ads

Question 18: Toby is adding video to his client’s campaign plan because he recognizes that video is most effective in meeting which goal?

• Driving purchase and building loyalty
• Building brand awareness and driving purchase
• Driving consideration and purchase
• Building brand awareness and driving consideration

Question 19: Jaqueline used the audience planning tool to uncover an opportunity to engage shoppers that have shown purchase intent in her products but did not purchase. Which of the following approaches would you suggest to Jaqueline?

• Use display ads to remarket to audiences who have viewed her product detail pages but did not purchase.
• Focus on educating shoppers on product details and how-tos.
• Build brand recognition with shoppers.
• Use sponsored ads to encourage repeat purchases.

Question 20: Rufina referenced insights for similar brands and determined that, in her brand’s category, her brand was below the category benchmark for time between purchases. What type of campaign strategy could Rufina run to help her brand reach the benchmark?

• Purchase campaign to reach shoppers that have not purchased from the brand before
• Loyalty campaign to reach shoppers that have purchased products, to remind them to purchase again.
• Consideration campaign to help reach new shoppers that have looked in the category, but are not familiar with her brand
• None of the above

Question 21: Green Telecommunications is about to launch a campaign with a creative that states “We have the fastest LG network.” Why might this ad lead to a poor customer experience?

• The ad doesn’t provide clear statistics.
• The ad doesn’t include any promotion.
• The ad isn’t compelling.
• The ad contains too many characters.

Question 22: Why is it important for an advertiser to consider the length of time between shoppers’ discovery and final purchase?

• There is an opportunity to help high-intent shoppers discover the brand’s product while they are in this research stage.
• Shoppers are less likely to purchase if they leave after the discovery phase.
• Shoppers are more likely to purchase another brand’s products after a certain length of time.

Question 23: True or false? It is recommended that advertisers request the audience planning tool report monthly in order to assess the impact of varying strategies.

• True
• False

Question 24: Ocean World, a swimwear brand, considers summer to be their peak season. What is the recommended approach for them to help customers discover, consider, and purchase their products during and outside of peak season?

• Always-on sponsored ads, with display ads during peak season
• Always-on display ads, with sponsored ads during peak season
• Always-on video ads, with display ads during peak season
• Always-on sponsored and display ads

Question 25: How can an advertiser use Amazon on box ads?

• Promote awareness by advertising the brand on the box
• Neither option is possible
• Promote a specific product on the branded box

Question 26: Which type of campaign can help engage new customers and drive brand discovery?

• Link out campaigns
• Link in campaigns

Question 27: True or false? Amazon custom landing pages must be developed by the advertiser’s creative team.

• True
• False

Question 28: Caren is planning an ad campaign aimed at retaining her brand’s existing customers. Which solution would she use to drive loyalty through Subscribe & Save messaging?

• Display ads
• Sponsored Products
• Video ads
• Sponsored Brands

Question 29: Using the audience planning tool, Dae Woon has discovered an opportunity to engage audiences considering his brand but have not yet demonstrated purchase intent. Which of the following strategies would you recommend Dae Woon take in their next campaign?

• Focus on educating shoppers on product details and how-tos.
• Use sponsored ads to encourage repeat purchases.
• Build brand recognition with shoppers.

Question 30: Out-of-home (OOH) executions may be best suited for which type of goal?

• Generate awareness
• Drive conversion
• Build consideration
• Build loyalty

Question 31: Geralda has set up an Amazon Advertising campaign that directs traffic to her brand’s Store on Amazon. Which type of campaign is this?

• Link out campaign
• Link in campaign

Question 32: Which Amazon custom advertising solution is described as “out of home placements that are brought into homes”?

• Amazon original video content
• Amazon on box ads
• Pop-up stores
• Amazon Easter eggs

Question 33: Which of the following strategies has been shown to increase reach of high-intent shoppers by 10 times?

• Compliment a sponsored ad campaign by adding display ads.
• Use both Sponsored Products and Sponsored Brands
• Launch an out-of-home custom solution to compliment a sponsored ad campaign.
• Incorporate a video component into a display campaign.

Question 34: Which of the following options is the most useful strategy in reaching customers to achieve short-term goals?

• Use sponsored ads with video ads to reach customers in loyalty stage
• Use Sponsored Products and Sponsored Brands to reach customers in consideration and purchases stages
• Use display and video ads to reach customers in purchase stage
• Use display ads with sponsorships to reach customers in awareness stage

Question 35: What is one benefit of launching an out-of-home (OOH) campaign with Amazon?

• Reach customers via Amazon’s homepage
• Reach a narrow selection of customers
• Reach customers where they are
• Reach customers with OOH placements that are brought into their homes

Question 36: True or false? The audience planning tool can provide insights into how often an audience engages with a brand.

• True
• False

Question 37: Advertisers focusing on a short-term business goal, like driving sales, should be reaching audiences in which stages of the decision journey?

• Consideration and purchase
• Awareness and purchase
• Awareness and loyalty
• Purchase and loyalty

Question 38: True or false? An always-on strategy may help advertisers experiment during slow periods so they can uncover best practices to perform better during peak time.

• False
• True

Question 39: Prita’s Amazon Advertising campaign is directing customers to her brand’s website? Which type of campaign is this?

• Link in campaign
• Link out campaign

Question 40: Which of the following statements about the audience planning tool is INCORRECT.

• Advertisers can use the audience planning tool to request insights from other brands.
• The audience planning tool assesses the estimated number of customers that are engaged in the advertiser’s brand at each stage of the customer journey.
• The audience planning tool can be used to help inform advertising strategies across each stage of the customer journey.
• Advertisers can only use the audience planning tool to understand insights surrounding their own brands.

Question 41: Which of the following is generally used to drive short-term sales?

• Video ads
• Display ads
• Out-of-home custom solutions
• Sponsored Products

Question 42: Emanuele is about to launch a link-out campaign that directs shoppers to an insurance quote form. He wants to ensure optimizations are made in real-time to best measure the campaign’s performance. Which of the following suggestions would you make to Emanuele?

• Place a pixel on the landing page and all subsequent pages of the quote form until the submission page.
• Rely on conversion metrics without the use of pixels.
• Place a pixel on the landing page only.
• Place a pixel on the last page of the quote form only.

Question 43: Adaeze is an advertiser at an athletic wear company promoting a new women’s running shoe. She used audience insights to determine that shoppers most likely to engage with her brand were married women, so she tailored her creative to best reach this audience. Which audience insight did she use to learn this?

• Purchase frequency
• Overlap reports
• Demographic
• Timing

Question 44: Which of these sponsored ad types is better suited for branding awareness campaigns?

• Sponsored Brands
• Sponsored Products

Question 45: Shunsuke is an advertiser at a kitchen appliance company. He ran an awareness campaign to promote his brand’s award-winning toaster. A few months after the campaign ended, he noticed that the baseline performance was overall higher on glance views and conversion rate across many of his products. What is this likely to mean?

• There is a reporting error.
• Shunsuke’s brand’s presence had grown on Amazon as a result of the campaign from months prior.
• Another advertiser must be promoting Shunsuke’s brand.
• Campaigns in the same category are driving awareness of Shunsuke’s brand.

Question 46: Juan is looking to drive product discoverability for a new product during key research moments in the customer journey. Which of the following solutions best fits this use case?

• Sponsored Products
• Video ads
• Display ads
• Out-of-home custom solution

Question 47: Rosalva is an advertiser at a home goods brand. She wants to understand the percentage of repeat versus one-off purchases made by her customers so she can determine which type of display campaign to run. Which audience insight would help Rosalva achieve this goal?

• Demographic
• Purchase frequency
• Overlap reports
• Timing

Question 48: True or false? Customers tend to mostly shop during peak times, so campaigns should be limited to these specific peak periods.

• True
• False

Question 49: Meg is an advertiser at a consumer electronics company. She has run advertising campaigns on Amazon in the past, and after mixed results, wants to reconsider her approach. What should she first do before crafting an advertising strategy?

• Use overlap reports to understand the shared attributes of her audiences and other similar audiences on Amazon.
• Use Sponsored Products to reach existing in-market demand for her brand’s products.
• Use timing insights to understand the time of day her audience is purchasing on Amazon.
• Use retail insights to understand baseline traffic and performance of her brand on Amazon.

Question 50: True or false? Pending eligibility, link-out campaigns are available to brands that sell on or off Amazon.

• True
• False

Question 51: Which custom solution allows advertisers access to premium placement on Amazon’s homepage?

• Custom landing pages developed by Amazon
• Easter eggs using unique shopping queries
• Video content as a co-marketing campaign with Amazon
• Experiential advertising campaigns such as pop-up stores

Question 52: Franco has pulled an overlap report to learn more about his brand’s audiences. He sees an affinity score of 2. What does this indicate?

• The overlapping audience is larger than 20% of all Amazon audiences.
• The overlapping audience is 20% similar to the average audience on Amazon.
• The overlapping audience is twice as likely to interact with the brand than the average audience on Amazon.
• The overlapping audience is twice as likely to fall into the audience selected for the report than the average audience on Amazon.

Question 53: Amelie is setting up a link-out campaign for her client, a brand that sells home goods. The campaign’s ad mentions a 25% off coupon for new customers. What should Amelie consider in order to promote a positive customer experience?

• The content on the landing page should match the 25% off offer.
• The ad should direct to an Amazon page.
• The offer should be increased.

Question 54: Select all that apply: Amazon Brand Analytics can help you understand…

• How popular certain keywords are
• Top three products purchased
• Your creatives’ performance
• All phases of your customers’ journey on Amazon

Question 55: What is one benefit to advertisers who develop video content as a co-marketing campaign with Amazon, which is not available with standard video?

• Access to in-stream video placements on exclusive Amazon inventory
• Access to premium placements on Amazon’s homepage
• Access to Amazon’s video studios
• Access to out-stream video placements on third-party properties

Question 56: Select all that apply: Amazon Brand Analytics can…

• Be used to draw insights from performance of advertising strategies
• Assess performance of products on and off Amazon
• Inform keyword and bid strategy
• Inform offline advertising strategies

Question 57: Advertisers who sell in AND outside of the Amazon store can use the audience planning tool.

• False
• True

Question 58: Marina wants to better understand her customer base for her art supplies. She is trying to decide if she should focus on reaching new audiences or decide to drive brand loyalty. To do so, Marina should use the brand engagement insight.

• False
• True

Question 59: Johnson wants to review 3 years of shopping insights and understand daily, weekly, monthly, quarterly, and yearly trends. Johnson can access this information by using Amazon Brand Analytics.

• False
• True

Question 60: Juan Carlos is an advertiser of luxury perfumes. Juan Carlos would like to understand what audiences are the most similar ones to their existing customers that they could potentially reach through their advertising. He should use…

• Overlap reports
• Retail insights
• Audience planning tool
• Audience insights

Question 61: What stages of the shopping journey does the audience planning tool consider? Select all that apply.

• Purchase
• Consideration
• Awareness
• Loyalty