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Which metric would best reflect success in driving awareness?
- Add to cart
- Clicks
- Impressions
Danbi noticed their display campaign had high impressions, but did not receive many views. This most likely indicates that:
- Shoppers are not moving from awareness to consideration
- Shoppers are not moving from consideration to conversion
- Shoppers are not moving from conversion to loyalty
Where on Amazon DSP can advertisers explore and select the best creative assets to optimize their campaigns?
- Advertising console
- Creative gallery
- Custom reporting
Which best describes brand halo conversion?
- Conversions of non-promoted ASINs within the 14-day attribution window
- Conversions of all brand ASINs outside of the 14-day attribution window
- Conversions of promoted ASINs
Display ads purchased with Amazon DSP can run on Amazon-owned inventory and third-party inventory in both desktop and mobile environments.
- False
- True
Wenjing is a campaign planner at an agency. They have a client who sells car insurance and do not offer any products for sale in the Amazon store. Is this company eligible to use Amazon DSP?
- No
- Yes
What breakdowns are available in custom reports to analyze inventory?
- Advertiser, order, line item, and creative
- Orders only
- Orders and line items
Which is the most significant benefit of using Amazon DSP for brands that do not sell their products in the Amazon store?
Reach incremental audiences by serving ads across a wide network of websites and apps
Re-engage shoppers that recently viewed a brand’s product detail pages
Access to reporting on ecommerce metrics
Display ads on Amazon.com must always contain the advertiser’s brand name and/or logo.
True
False
Finnigan wants to grow new-to-brand sales. Which campaign strategy would best help them achieve this goal?
Create campaign using custom audience that includes a mix of in-market, lifestyle, and demographic audiences
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
What mechanism does programmatic advertising uses to deliver the most effective ads to audiences?
Programmatic advertising uses manual workflows to deliver the most effective ads to audiences based on a variety of signals
Programmatic advertising uses workflow automation and machine learning algorithms to deliver the most effective ads to audiences based on a variety of signals
Programmatic advertising uses workflow automation to deliver the most effective ads to audiences based on a variety of signals
Which of the following best describes traffic quality for Amazon DSP campaigns?
Viewability of the ad
The validity of ad traffic, focusing on who generated the traffic and how it’s generated, ensuring that traffic is generated legitimately by humans, and not by bots
Ensuring ads do not appear in places that are not brand safe
What is the standard attribution window for Amazon DSP?
14 Days
7 Days
21 Days
Which of the following best describes invalid traffic for Amazon DSP campaigns?
The context within which the ad appears
Fraudulent, involuntary, non-human, duplicate, or otherwise illegitimate as defined in the Media Rating Council’s (MRC) IVT guidelines
The practice of filtering out egregious content that does not meet the content adjacency policy
KitchenSmart wants to run an ad with copy that creates a sense of urgency for their new food processor that reads “Hurry, buy now!” Is this compliant with Amazon Ads guidelines and acceptance policies?
False
True
Gerald is writing copy for their upcoming display campaign to promote their new sunscreen. Which copy would meet policy requirements?
“Hurry! Limited supply!”
“Learn more about our sunscreen”
“Number 1 sunscreen in the USA”
Which best describes the benefit of running cross-device campaigns?
Running ads on multiple device types extends your reach and ensures that you meet your audiences where they are already spending their time online
Running ads on multiple device types helps drive traffic to your Brand Store
Running ads on multiple device types helps you identify which audiences are most relevant to a campaign
What can brand halo help advertisers better understand?
Improve understanding of how a campaign may have contributed to an overall lift in brand-wide conversion events
Improve understanding of how audiences engage with a brand
Improve understanding of how a campaign may have influenced non-ad-attributed metrics
What is the primary benefit of the real-time capabilities of a demand-side platform (DSP) in programmatic advertising?
The efficient allocation of advertising budgets across a single ad exchange and SSP
The ability to serve ads based on algorithms that target audiences on a one-to-one basis
The large volume of bid requests processed by the DSP from a single inventory source
Which of the following best describes brand halo?
Brand halo expands conversion attribution to all ASINs that have the same brand name(s) as the ASINs associated to the purchases
Brand halo only assesses conversion attribution of ASINs promoted in a campaign
Brand halo helps you understand which audiences are most likely to engage with your brand
Amazon Publisher Direct (APD) provides advertisers direct access to a vast number of premium connected TV (CTV), video, and display, and publishers around the world.
False
True
Which of the following is best described as measurement of aggregated audience interactions with ads that have contributed to an advertiser’s goal?
Custom reporting
Conversion attribution
Attribution window
Jiwoo is interested in growing awareness for their brand using Amazon DSP. What would be the best way for them to get started?
Understand their audience so they can plan campaigns to effectively to reach these groups
Invest in campaigns focused on driving detail page views
Look at their past campaign performance to assess their conversion rate
What is the primary benefit of the budget optimization feature in Amazon DSP campaigns?
Enables advertisers to opt out specific line items from the manual budget optimization
Allows advertisers to manually control the budget allocation across a group of line items
Ensures the campaign budget is spent effectively by dynamically allocating funds to the best performing line items
Which metric would best reflect success in driving consideration?
Detail page view rate
Impressions
Subscribe and Save
Josue wants to create a display campaign that links to their Amazon product detail page. Why must they use eCommerce display ads for this?
It is typically the highest performing ad type regardless of category
This policy ensures that there is accuracy with current retail pricing and the Amazon product detail page
eCommerce display ads are best at driving consideration
Video ads purchased on Amazon DSP includes which of the following formats?
Online video (OLV) ads and Streaming TV ads (Prime Video ads, Twitch, Fire TV Channels, Freevee, etc.)
Sponsored TV
Streaming TV ads (Prime Video ads, Twitch, Fire TV Channels, Freevee, etc.)
Amazon DSP allows you to create and download custom reports and configure reports with specific metrics and dimensions to suit your campaign goals.
True
False
Anand is considering using Amazon Publisher Director (APD) and third-party exchanges to accessing more inventory sources. Which of the following best describes the benefits of this approach?
Using APD and third-party exchanges, they can run display ads that appear in placements in the Amazon store
Incorporating diverse inventory sources and supply into a campaign increases the likelihood of reaching relevant audiences wherever they are spending their time online
Incorporating diverse inventory sources and supply into a campaign increases the likelihood of winning bids
Which of the following is the correct hierarchy for campaign setup in Amazon DSP? Top line starts from left to right.
Advertiser, Entity, Line Item, Order, Creative
Creative, Order, Advertiser, Line item, Entity
Entity, Advertiser, Order, Line item, Creative
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?
Pricing or savings claims can be located in static banners only if the pricing or savings claims are the same in the clickthrough destination
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
Ralf is looking to run a full-funnel campaign using Amazon DSP. They are planning to run a video campaign focused on driving reach and a display campaign using ASIN retargeting to drive conversions. What type of campaign would you recommend to further support this strategy?
Display campaign using lifestyle and in-market audiences to help drive consideration for their brand
Display campaign using demographic audiences to reach a wide audience
Display campaign using views remarketing audiences to reach shoppers that previously viewed product detail pages
Which of the following best describes a common use case for Amazon Ad Tag (AAT)?
Use AAT in place of campaign re-marketing audiences to achieve campaign goals
Place AAT on your Brand Store page to create custom audiences based on Brand Store visits
Place AAT on your website to create custom audiences based on website visits
What is a key feature of Amazon DSP that allows advertisers to reach a wide range of audiences?
The availability to sell in the Amazon store and on other third-party websites
The access to Amazon’s modeled audiences, their own audiences via Amazon Marketing Cloud (AMC), and 3P audiences
The ability to buy display, video, and audio ads programmatically across multiple channels
Mak is analyzing and reviewing the inventory forecast for their recent consideration campaign, and noticed that of the ten audiences they included, in-market audiences are outperforming others. What would be the best way to optimize this campaign?
Invest more budget into audiences that are underperforming to see if campaign performance improves
Remove audiences that are not performing well and focus on in-market audiences
Remove supply sources that are underperforming
Which of the following best describes Performance+ audiences?
Audience segments based on detail page views and keyword searches
Audience segments based on demographics
Goal-based, predictive-audience segments created by matching conversions to Amazon first-party shopping and entertainment signals
You are working on a new display ad and want to add a custom image. What is the maximum word count allowed in a custom image?
10
5
14
Which of the following are best described as components supplied by the advertiser, or pulled directly from the product detail page, to automatically generate creative variants using the ad components, such as a headline, description, and image?
Component-based creative
Audio ads creative
Creative gallery
What are the different pricing models available for programmatic ads on Amazon DSP?
Fixed CPM and dynamic CPM (dCPM) pricing models
Only fixed CPM pricing is available on Amazon DSP
Only dynamic CPM (dCPM) pricing is available on Amazon DSP
To create a custom report focused on segmentation analysis, which of the following dimensions would you select when generating your report?
Inventory
Audience
Products
Which Amazon DSP service model provides full programmatic campaign management and is billed using an insertion order?
Both managed service and self-service models
Self-service
Managed service
What Amazon DSP feature allows advertisers to improve their campaign performance by automatically adjusting bids based on the predicted likelihood of a user converting?
Amazon Publisher Direct
Bid optimization models
Goal-based bidding
Which metric would best reflect success in driving loyalty?
Add to cart
Impressions
Subscribe and Save
Amazon DSP campaigns can link to an Amazon destination, such as a product detail page on Amazon.com as well as non-Amazon destinations, such as a brand’s website.
True
False
What is the benefit of using “Prioritize KPI target” when setting up bidding priority during campaign setup?
Generates bids based on the predicted value of the impression as well as the how the campaign is pacing to its flight budget
Generates bids based on the predicted value of the impression, how the campaign is performing against its Target KPI, and how it’s pacing against its flight budget
Generates bids based on how the campaign is pacing against its flight budget
Why does Amazon DSP prioritize clicks over views when assessing attribution?
Clicks are easier to measure
View are less likely to occur in the 14-day attribution window, so clicks are prioritized
Clicks signal stronger intent than a view
Which of the following best describes asset-based creative (ABC) for display ads?
Traffics shoppers to an Amazon store page and uses advertiser’s uploaded ad components or assets to create in-feed native or responsive standard display.
Allows advertisers to promote the products they sell on Amazon.com using in-feed native or size responsive ads. The ad experience is constructed using ASIN details from the product detail page.
Traffics ad viewers to any website and uses advertiser’s uploaded ad components or responsive standard display ads.
Romane noticed their display campaign had a high detail page view rate, but low conversion rate. This most likely indicates that:
Shoppers are not moving from conversion to loyalty
Shoppers are not moving from consideration to conversion
Shoppers are not moving from awareness to consideration
Where can audio ads purchased with Amazon DSP run?
Third-party-owned traditional audio and podcast inventory
AM radio only
Amazon-owned and third-party-owned traditional audio and podcast inventory
Renaldo is writing copy for their upcoming display campaign to promote their new digital watches. Which copy would meet policy requirements?
“No time to wait for this watch!”
“Explore our full catalog of watches”
“There is no better time to buy!”
