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Amazon Marketing Cloud Certification Exam Answers

Amazon Marketing Cloud (AMC) is a comprehensive suite of tools and services offered by Amazon to help businesses effectively advertise and promote their products or services across Amazon’s vast ecosystem. It provides a range of solutions designed to optimize marketing efforts, enhance brand visibility, and drive sales on Amazon’s various platforms.

Here’s an introductory breakdown of key components within Amazon Marketing Cloud:

  1. Amazon Advertising: This is the core advertising platform within AMC, allowing businesses to create and manage various types of ad campaigns across Amazon’s network, including sponsored products, sponsored brands, and sponsored display ads. These ads appear on Amazon’s search results pages, product detail pages, and other placements, helping businesses reach potential customers at different stages of their shopping journey.
  2. Amazon DSP (Demand-Side Platform): The Amazon DSP enables advertisers to programmatically buy display and video ad placements both on and off Amazon-owned sites and apps. It offers advanced targeting options, including audience segmentation based on Amazon’s rich shopper data, to reach specific audiences with relevant messaging.
  3. Amazon Attribution: This tool helps advertisers measure the impact of their advertising efforts across various channels, both on and off Amazon. It provides insights into how different marketing tactics contribute to sales and allows businesses to optimize their strategies accordingly.
  4. Stores: Amazon Stores enable brands to create customizable multi-page storefronts on Amazon, showcasing their products, brand story, and curated collections in a visually appealing way. Stores provide a dedicated space for brands to engage with customers and drive brand loyalty.
  5. Amazon Live: Amazon Live allows brands and influencers to livestream product demonstrations, Q&A sessions, and other interactive content directly on Amazon’s platform. It provides a unique opportunity for brands to connect with customers in real-time and drive sales through engaging content.
  6. Amazon Posts: Amazon Posts is a social-inspired shopping experience that allows brands to create shoppable content by sharing curated product collections, lifestyle imagery, and brand stories on Amazon. Posts appear on product detail pages, related product feeds, and other placements, helping brands increase their visibility and discoverability on the platform.

By leveraging the tools and services available within Amazon Marketing Cloud, businesses can enhance their marketing efforts on Amazon’s platform, drive sales, and ultimately achieve their advertising objectives.

Amazon Marketing Cloud Exam Quiz Answers

  • Because first-party table creation is an API-only feature
  • Because you must build a custom architecture for automating table creation
  • Developer resources are not required for creating first-party tables in AMC
  • False
  • True
  • To find a searchable list of AMC tables and fields available to query, including Amazon Ads events and tables uploaded by Iris
  • To ensure minimum aggregation thresholds are met on all queries
  • Iris should not consider using the instructional query library as it does not apply to advertiser uploaded inputs
  • To save time and reduce errors when compared to writing custom SQL queries from scratch
  • campaign
  • sponsored_ads_traffic
  • user_id
  • supply_source
  • Sponsored Products and DSP Display Overlap
  • Audience Overlap Analysis
  • Path to Conversion by Campaign Groups
  • Query editor
  • Schema explorer
  • Instance info
  • Submitted queries
  • Check the aggregation thresholds for the event tables in the Schema explorer
  • Run the report multiple times and look for a variance in the results
  • Use the Append aggregation threshold columns option in the Query editor
  • NULL values don’t occur naturally within reports unless the query is invalid.
  • True
  • False
  • campaign_id
  • user_id
  • engagement_scope
  • purchases
  • SageMaker
  • QuickSight
  • IAM
  • Records representing audience membership insights for Sponsored Product impression events
  • Records representing Sponsored Product click events
  • Records representing Sponsored Product impression events
  • Records representing Sponsored Product view events
  • Because NULL user_id values are deemed invalid traffic in post-impression server-side models.
  • This would be redundant; records with NULL user_id values have been removed upstream of query processing anyway.
  • Reach and frequency cannot be accurately determined for NULL user_id values, so this group is excluded to prevent NULL user_id values from skewing the results.
  • Amazon QuickSight
  • Amazon S3
  • Amazon IAM
  • WHERE, COLLECT
  • WHERE, CONCAT
  • WHERE, SIMILAR TO
  • WHERE, LIKE
  • True
  • False
  • dsp_impressions_by_matched_segments
  • amazon_attributed_events_by_conversion_time
  • conversions_with_relevance
  • dsp_impressions, amazon_attributed_events_*
  • dsp_impressions_by_matched_segments, amazon_attributed_events_*
  • dsp_impressions_by_user_segments, amazon_attributed_events_*
  • What was the average impressions per day per campaign per unique user_id value?
  • What are the top performing geographic regions for your campaign based on purchase rates?
  • What is the impact of your Sponsored Products campaigns and Amazon DSP campaigns in isolation or in combination?
  • Amazon’s attribution logic leverages a 14-day window; queries run before the 14-day attribution window passes will be missing relevant conversion events.
  • All impression and conversion events in AMC have a 14-day lag from event occurrence to event present in AMC table.
  • There is no need to wait 14 days after the end date of your query date range; waiting will have no impact on the query results.
  • Adjust FROM statement to: FROM sponsored_products
  • Adjust WHERE statement to: WHERE match_type IN (‘PHRASE’, ‘BROAD’, ‘EXACT’) AND ad_product_type = ‘sponsored_products’
  • Add LIMIT clause: LIMIT sponsored_products
  • Adjust SELECT statement to include the sponsored_products field
  • amazon_audiences
  • dsp_audiences
  • dsp_impressions_by_user_segments
  • dsp_impressions_by_matched_segments
  • CAST
  • SIMILAR TO
  • COLLECT
  • purchases
  • halo_code
  • request_tag
  • user_id
  • impression_id
  • request_tag
  • user_id
  • purchases
  • SELECT campaign, COUNT (DISTINCT user_id) AS purchasers, SUM (purchases) AS purchases FROM amazon_attributed_events_by_traffic_time GROUP BY 1
  • SELECT campaign, COUNT (DISTINCT user_id) AS purchasers, SUM (purchases) AS purchases FROM conversions GROUP BY 1
  • SELECT campaign, COUNT (DISTINCT user_id) AS purchasers, SUM (purchases) AS purchases FROM amazon_attributed_events_by_traffic_time WHERE purchases = 1 GROUP BY 1
  • True
  • False
  • Instructional queries
  • Paid features
  • Query editor
  • Schema explorer
  • purchase events
  • detail page view events
  • pixel events
  • add to cart events
  • True
  • False
  • Instructional queries
  • Paid features
  • Instance info
  • Query editor
  • conversions_with_relevance
  • amazon_attributed_events_*
  • dsp_impressions_by_user_segments
  • sponsored_ads_traffic
  • Queries can be uploaded by AMC users and saved for future use
  • Instructional query templates cannot be modified ahead of running
  • Query templates can be edited to include relevant dimensions and metrics for your use case
  • (SUM (total_cost)/100000)/ (SUM (impressions)) *1000 AS avg_cpm
  • ((SUM (spend)/100000000)/SUM (impressions)) *1000 AS avg_cpm
  • ((SUM (total_cost)/100000)/SUM (impressions))/1000 AS avg_cpm
  • The query requires a WHERE clause to specify the relevant conversion event type(s)
  • The query cannot include user_id as a dimension within the final SELECT statement
  • The query does not leverage an audience-specific table
  • The query requires a GROUP BY statement
  • conversions
  • purchases
  • request_tag
  • engagement_scope
  • Ad-relevant conversions with a 28-day lookback window
  • Ad-relevant conversions with a 60-day lookback window
  • Ad-attributed conversions with a 14-day lookback window
  • WHERE filters
  • JOIN functions
  • first-party insights
  • third-party insights
  • True
  • False
  • Through the APIs or CLI
  • Through the UI or the APIs
  • Through the APIs or AWS
  • FROM
  • WHERE
  • SELECT
  • To group records based on a specified field
  • To unify events from different tables
  • To summarize key fields in event tables
  • True
  • False
  • True
  • False
  • It cannot filter query results based on date range
  • Some common SQL functions are not currently supported
  • It cannot join tables from different databases
  • True
  • False
  • Understanding top audience attributes of those exposed to Amazon DSP campaigns
  • Attribution of on-Amazon conversion events to Amazon Ads media events
  • Understanding the overlap of those exposed to Amazon DSP campaigns and those exposed to sponsored ads campaigns
  • Attribution of offline conversion events to Amazon Ads media events
  • Broaden any filtering that may be in place on the query
  • Look at certain dimensions in combination rather than in isolation
  • Reduce the time window of the query
  • Use more granular dimensions in your final GROUP BY statement
  • Amazon DSP
  • Amazon Ad Server
  • Seller Central
  • AMC queries executed via UI or API will automatically recur on a daily cadence
  • Delivery of recurring AMC queries can be automated via API only
  • Once recurring queries are set up, modifications to the query schedule can be made in the Instance info panel of the AMC UI
  • You can download the results of automatically-recurring queries from the Submitted queries table in the AMC UI
  • SELECT total_impressions SUM (impressions) AS device_type FROM campaign, supply_source GROUP BY 1,2,3
  • SELECT campaign, supply_source, SUM (impressions) AS impressions FROM device_type GROUP BY 1,2
  • SELECT campaign, supply_source, device_type, SUM (impressions) AS impressions FROM dsp_impressions GROUP BY 1,2,3
  • SELECT supply_source, SUM (total_cost)/100000000 AS total_cost_dollars, ((SUM (total_cost)/100000000)/SUM (impressions)) *1000 AS avg_cpm, SUM (impressions) AS impressions FROM dsp_inventory GROUP BY 1
  • SELECT supply_source, SUM (total_cost)/100000 AS total_cost_dollars, ((SUM (total_cost)/100000)/SUM (impressions)) *1000 AS avg_cpm, SUM (impressions) AS impressions FROM dsp_impressions GROUP BY 1,2
  • SELECT supply_source, SUM (total_cost)/100000 AS total_cost_dollars, ((SUM (total_cost)/100000)/SUM (impressions)) *1000 AS avg_cpm, SUM (impressions) AS impressions FROM dsp_impressions GROUP BY 1
  • SELECT statements cannot be used to choose metrics from a table.
  • There is no WHERE clause to filter the query results based on one or more conditions.
  • There is no GROUP BY statement; this query cannot be run without aggregation on the campaign dimension.
  • True
  • False
  • A query that tests whether a specific supply source may prove valuable for your campaign’s key performance indicators (KPIs)
  • A query that asseses the efficacy of your marketing strategy; insights from this type of query can be used to refine your Amazon Ads media mix
  • A query run to understand what is live within your connected Amazon Ads accounts or to quickly get campaign IDs or other values used to filter in another query
  • A query that tests whether a specific audience segment or segments may prove valuable for your campaign’s key performance indicators (KPIs)
  • AMC will accrue and retain up to 90 days of events
  • AMC will accrue and retain up to 12.5 months of events
  • AMC will accrue and retain up to 1 month of events
  • AMC will accrue and retain events in perpetuity
  • False
  • True
  • ZIP file
  • PDF file
  • CSV file
  • LOG file
  • engagement_scope
  • request_tag
  • conversions
  • purchases
  • True
  • False
  • 14-day
  • 30-day
  • 28-day
  • 7-day
  • SELECT creative, creative_id, SUM (impressions) AS impressions FROM sponsored_ads_traffic GROUP BY 1,2
  • SELECT creative, creative_id, SUM (impressions) AS impressions FROM dsp_impressions GROUP BY 1,2
  • SELECT creative, creative_id, SUM (impressions) AS impressions FROM dsp_impressions WHERE creative IS LIVE GROUP BY 1,2
  • SELECT creative, creative_id, SUM (impressions) AS impressions FROM amazon_attributed_events_by_traffic_time GROUP BY 1,2
  • Audiences will always refresh on a daily cadence
  • Audiences are created via SQL logic
  • Audiences cannot be modified once created
  • Audiences must exceed 2000 records
  • Installing a plugin in your browser
  • Connecting your organization’s AWS account to AMC
  • Requesting access from Amazon customer service
  • Removing the frequency cap because more impressions always lead to more conversions
  • Setting the frequency cap to maximize reach
  • Setting the frequency cap to maximize purchase rate while limiting waste or over delivery
  • False
  • True
  • CONCAT
  • COLLECT
  • SUM
  • adserver_traffic
  • dsp_impressions_by_user_segments:
  • sponsored_ads_traffic
  • conversions_with_relevance
  • tracked_item
  • conversion
  • ad_product_type
  • tracked_asin
  • False
  • True
  • Paid features are offered as a monthly subscription and can be managed by the administrator of your AMC account
  • Paid features allow advertisers to upload their own first-party insights to better understand the shopping journey
  • Paid features provide access to subscription-based tables that can be used in conjunction with the standard tables available in AMC
  • The impressions column should not be leveraged to calculate total impressions served in the query timeframe
  • The time window used for your query will apply to the time of the conversion event
  • Conversions included within this table have occurred within 14 days of a traffic event
  • The conversions field will always contain a value of either 1 or 0
  • Conversions are only available for on-Amazon events, such as purchases and detail page views
  • Tables may include multiple records for each conversion
  • Conversions can be attributed to Amazon DSP or sponsored ads campaign traffic
  • Amazon Ads attribution logic allows a conversion to be attributed to multiple traffic events
  • Support center
  • Instructional queries panel
  • Documentation panel
  • Instance info panel
  • False
  • True
  • conversion_event_category field
  • supply_source field
  • ad_product_type field
  • traffic_event_type field
  • False
  • True

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