Amazon Ads Campaign Optimization Certification Exam Answers

Amazon Ads Campaign Optimization Exam Quiz Answers

Question 1: How can selling partners use the insights on the search catalog performance dashboard to help improve impressions?

• By monitoring competitor ad campaigns and adjusting ad placements accordingly.
• By targeting lower competition keywords and adding them to product listing titles and descriptions.
• By analyzing customer reviews and feedback for product improvement opportunities.

Question 2: One of your line items has high performance but low delivery. How should you adjust your supply to optimize a campaign for better performance and delivery?

• Supply setting will have no effect on this
• Add additional supply
• Reduce supply

Question 3: What does the awareness index within Brand Metrics measure?

• The predictive size of the audience aware of your brand relative to your most comparable peers.
• The volume of shoppers who have searched for your brand or products, but did not engage further with your brand in the selected category.
• The number of products appearing on the Amazon.com discovery page after shoppers search with a query.

Question 4: What optimization strategy would be best to use if a line item has high performance and high delivery?

• Consider pausing the line item
• Maintain bids and frequency caps
• Remove additional supply

Question 5: Your client is prioritizing performance and a line item has low performance and low delivery. The client is not considering pausing the line item. What will you suggest to optimize the campaign for better performance and delivery?

• Adjust audience solutions, and expand bids and frequency to sell out top performing lines
• Adjust audience solutions, and increase bids and frequency caps for the line item
• Increase bids, frequency caps, or adjust 3rd party pre-bid filtering

Question 6: During your campaign period, you found that some customers made their second or third purchase and decided to check the number of repeat purchases. Which goals are you measuring?

• Loyalty goals
• Awareness goals
• Consideration goals

Question 7: You’re reviewing your campaign set-up using the pre-optimization checklist. Which of the following steps should you complete as part of the checklist?

• Check that the correct on-Amazon.com conversions are associated with the order
• Confirm that your campaign budget allocation is correct
• Confirm that your campaign’s deal selection is correct

Question 8: Which type of audiences should you use to help drive purchase goals?

• Past product viewers
• Lifestyle audiences
• Past purchasers who are not subscribe and save holders

Question 9: When using a combination of sponsored ads and multichannel products, which of the following strategies will help drive conversion?

• You can add audio ads to help increase conversion if you are already using sponsored ads
• You can add Sponsored Brands to help increase conversion if you are already using Sponsored Products and Sponsored Display
• You can add online video to help increase conversion if you are already using sponsored ads

Question 10: Which of the following steps from the pre-optimization checklist confirms your campaign is set-up for the correct timing strategies?

• Check inventory levels for Amazon Standard Identification Numbers (ASINs) associated with the order to avoid inventory issues, such as shipping delays
• Check weather and season factors during the campaign to avoid delays due to severe weather conditions
• Confirm campaign flight period to run campaign during the desired time of the year

Question 11: Which of the following metrics can you use to measure your loyalty goals?

• Repeat purchases
• Return on ad spend (ROAS)
• Ad engagement

Question 12: Shirley is using Sponsored Products to engage shoppers looking for “coffee maker.” To reach the shoppers who’ve browsed coffee makers, which of the following, less retail-focused options should Shirley use?

• Sponsored Brands
• Sponsored Display
• Amazon DSP multichannel products

Question 13: Jane has been using Sponsored Display at all stages of the shopping journey for her campaign. She now needs access to other media formats and she is not active on Amazon DSP. Which of the following strategic recommendations is the best for Jane?

• Replacing Sponsored Display with Amazon DSP
• Activating the full potential of Sponsored Display
• Adding Amazon DSP to grab attention with videos on Streaming TV and OLV

Question 14: You may need to adjust your bids depending on the performance of your bid optimization strategy. Which of the following bid adjustments should you consider?

• Identify keywords and products with higher conversion rate and increase their bids
• Identify the keyword and products with higher viewable cost per mille (vCPM) and decrease bids
• Identify the keyword and products with lower ACOS and decrease bids

Question 15: Campaign reports in Amazon DSP include performance signals for you to check performance activity on selected dates. Which of the following is a dimension available in the Campaign reports?

• Deal
• Order
• Site

Question 16: What is different between the reporting scopes of Amazon DSP and AMC?

• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes ads purchased through Amazon DSP and sponsored ads
• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes advertiser-owned datasets
• Amazon DSP reporting includes ads purchased through Amazon DSP, while AMC reporting includes ads purchased through Amazon DSP and sponsored ads, as well as advertiser-owned datasets

Question 17: You want to have a more nuanced set-up with only Amazon-owned and -operated inventory but also be able to reach third-party audiences at each stage of their shopping journey. Which of the following solutions is best for you?

• Sponsored ads and Amazon DSP together
• Amazon DSP
• Sponsored ads

Question 18: Your primary campaign goal is to increase awareness. Which Sponsored Brands report would provide you with the most relevant information to review performance?

• Advertised purchases
• Brand Impression Share
• Matched target

Question 19: Paulo is setting up a campaign for a new skincare product and wants to show the ads to as many customers as possible. Which keyword match type should he use?

• Broad match
• Phrase match
• Exact match

Question 20: What does the click rate (CTR) on the search catalog performance dashboard include?

• The percentage of clicks to impressions for products originated from the search results page.
• The percentage of purchases to clicks for products originated from the search results page.
• The total number of product clicks or glance views that originated from the search results page.

Question 21: During your campaign period for a new product, you saw that many customers chose to Subscribe & Save. What goals can you measure by checking how many customers chose to Subscribe & Save?

• Conversion goals
• Consideration goals
• Loyalty goals

Question 22: Which of the following metrics can you use to measure your awareness goals?

• Impressions
• Store visits
• Return on ad spend (ROAS)

Question 23: Which of the following metrics are included on the top search terms report?

• Order units
• Repeat customer count
• Conversion share

Question 24: Mateo’s cleaning product campaign has lots of clicks and many customer visits to the detail pages but he has low conversions. What keyword strategy can he use to address this?

• Broad match
• Exact match
• Phrase match

Question 25: One month ago, you completed a campaign to improve your brand awareness and audience engagement. Now you want to understand if you have reached your conversion goals. You have the ad cost of sales already, what else can you measure?

• Return on ad spend and traffic
• Sales and return on ad spend
• Sales and ad engagement

Question 26: Sponsored ads and organic solutions together can provide premium reach at scale to engaged audiences both inside and outside Amazon-owned properties.

• False
• True

Question 27: Report availability depends on the type of campaign that you’re running. For which of the sponsored ads campaigns can you generate an Attributed purchases report?

• Sponsored Display
• Sponsored Products
• Sponsored Brands

Question 28: Which sponsored ads appear on Amazon.com and allow you to create ads that include multiple products, along with your brand logo and a custom headline?

• Sponsored Display
• Sponsored Brands
• Sponsored Products

Question 29: You have created a FireTV campaign report for your campaign in the advertising console. Which of the following does this report measure?

• Sponsored Display performance
• Sponsored Products performance
• Sponsored Brands performance

Question 30: Which of the following multichannel ad products is the most effective at driving your short-term goal of conversion?

• Streaming TV
• Audio ads
• Display ads

Question 31: Detail page visits help customers learn more about your product so they help measure the success of your ability to drive repeat purchases.

• True
• False

Question 32: You can measure your custom ads campaign impressions and brand recall lift to see if you have reached your audiences effectively.

• False
• True

Question 33: Martha is using Sponsored Display to help drive awareness for her brand. She is measuring this by seeing if her Sponsored Display campaigns help drive viewable impressions. Which optimization strategy should Martha use to help reach the goal?

• Optimize for page visits
• Optimize for clicks
• Optimize for reach

Question 34: Which of the following reports can you use to measure the overall performance of Sponsored Brands?

• Targeting
• Placement
• Campaign placement

Question 35: Your campaign reports show that you have products with high advertising cost of sales (ACOS). What bid adjustment should you make to optimize your campaigns?

• Increase bids on these products if they have high sales
• Make no bid adjustments as they will have no effect on this
• Decrease bids on these products to help reduce ACOS

Question 36: You can use impressions as a metric to indicate success towards your conversion goals.

• False
• True

Question 37: Which of the following are the downloadable reports available from Amazon DSP?

• Campaign, Order, Audience, Products, Creative, Geography, Conversion source
• Campaign, Inventory, Audience, Deal, Technology, Site, Conversion source
• Campaign, Inventory, Audience, Products, Technology, Geography, Conversion source

Question 38: You’ve used Sponsored Brands to reach millions of customers to tell your brand story and differentiate your product. Which goals have you reached successfully?

• Consideration goals
• Loyalty goals
• Awareness goals

Question 39: Amazon DSP and Sponsored ads have a range of reporting types such as Audience, Campaign Performance, Inventory, Location, and Product Retail reports that you can use to better understand your campaign’s performance and make optimizations.

• False
• True

Question 40: When using a combination of sponsored ads and multichannel products, which of the following strategies will help drive consideration?

• You can increase consideration by using Amazon DSP display ads to optimize bids for clicks and using Sponsored Products to drive traffic to your product detail page
• You can use Sponsored Display and Amazon DSP video ads to increase consideration by reaching audiences who viewed your product detail page but not yet purchased
• You can use Sponsored Brands, Posts, and Stores to increase consideration by engaging audiences who viewed your product detail page but not yet purchased

Question 41: When should you reallocate your ad budget?

• When you want to increase for high-performance/decrease for low-performance products or campaigns to optimize your budget or increase purchases
• When you want to increase for low-performance/decrease for high-performance products or campaigns to improve overall performance
• When you want to try different budget allocations to ensure your ad budget can cover a full day

Question 42: Which of the following reports can you use to measure the overall performance of Sponsored Display?

• Search term
• Budget
• Matched target

Question 43: Which of the following reports can you use to measure the overall performance of Sponsored Products?

• Performance Over Time
• Attributed purchases
• Matched target

Question 44: High traffic indicates success towards _____ goals because it shows successful engagement of prospective customers.

• Awareness goals
• Loyalty goals
• Consideration goals

Question 45: Which type of audiences should you use to help drive loyalty goals?

• Past purchasers who are not subscribe and save holders
• Subscribe and save holders
• Past product viewers

Question 46: Sponsored ads can be placed in the front-center locations such as on top of shopping queries, and Amazon DSP ads can be placed in top and bottom right of desktop, as well as in search pages, product detail pages, and thank you pages.

• False
• True

Question 47: What targeting option for display ads can help drive consideration goals?

• Remarketing past purchasers
• Subscribe and save (SNS)
• Third-party behavioral audiences

Question 48: Which type of audiences should you use to help drive awareness goals?

• Advertiser hashed audiences
• In-market Amazon audiences
• Third-party behavioral audiences

Question 49: Jorge’s campaign goals are to increase customers’ awareness and drive sales. What product or products should he consider to best optimize results?

• Amazon DSP
• Sponsored Display and Amazon DSP together
• Sponsored Display

Question 50: You used both Sponsored Products and Amazon DSP Display to promote the same products during the same time. You did an analysis in AMC on these two ad types and found the purchase rate was 0.12% when customers are exposed to both ad types, 0.10% when customers are exposed to Sponsored Products only, and 0.09% when customers are exposed to Amazon DSP Display only. How can you interpret these insights to make strategic campaign decisions?

• These insights can help guide how you invest across Amazon Ads products. Purchase rate is the highest when there is exposure to both ad types so it may be worthwhile to increase investment in both to reach your conversion goals
• These insights don’t help guide how you invest across Amazon Ads products as the purchase rate difference is too little
• These insights can help guide how you invest across Amazon Ads products. Purchase rate is higher whenever Sponsored Products is used so you may focus on Sponsored Products and reallocate all your budget to it.

Question 51: To grow brand consideration and conversion, which Amazon DSP multichannel products should you use?

• Display ads
• Online video
• Audio ads and Streaming TV

Question 52: After analyzing your campaign insights, you find some campaigns are higher-performing than others in terms of purchases. Based on the insights, which of the following might help you optimize your campaigns?

• Increase budget for the lower-performing campaigns to continually drive traffic to your products
• Use more general keywords for the lower-performing campaigns to continually drive traffic to your products
• Reallocate your ad budget from lower-performing to the higher-performing campaigns

Question 53: Which of the following reports allows brand owners to look up a specific keyword to see the products that Amazon.com customers are clicking on after searching?

• Repeat purchase behavior
• Search catalog performance
• Top search terms

Question 54: Wang is using a combination of sponsored ads and multichannel products to help drive awareness for her product. Which of the following strategies can help Wang reach her goal?

• She can use Sponsored Brands and Streaming TV to increase awareness by exposing your brand to potential customers
• She can increase awareness by using Sponsored Display to reach third-party audiences and using Amazon DSP to reach Amazon audiences
• She can use Sponsored Products and Amazon DSP Display ads to increase awareness by driving traffic to product detail pages

Question 55: In the advertising console you can get a Campaign report for each type of sponsored ads you’re running, broken down at the campaign level.

• True
• False

Question 56: Which of the following metrics can you use to measure your conversion goals?

• Traffic
• Sales
• Subscribe & Save

Question 57: Li is setting up a Prime Day campaign for her client’s new pet care product. She has been leveraging both Sponsored Products and Sponsored Brands to reach customers and drive sales. With multiple ad types available from Amazon Ads, her client wants to know what additional ad type(s) can help achieve both goals effectively. What other ad type(s) can Li suggest to her client?

• Display ads and Sponsored Display
• Video ads and custom ads
• Audio ads and video ads

Question 58: One of your line items has low performance but high delivery. How should you adjust your budget to optimize a campaign for better performance and delivery?

• Shift budget to higher-performance line items
• Budget should not be changed
• Increase budget for this low-performance line item

Question 59: Which of the following describes the value of the Amazon Brand Analytics Demographics report for brand owners?

• It enables you to track the performance of your advertising campaigns and measure their effectiveness.
• It offers comprehensive data on your competitors’ marketing strategies and customer engagement.
• It provides insights into a breakdown of your sales using various customer categories.

Question 60: Why would you use Amazon Marketing Cloud (AMC) to help optimize your campaign strategy?

• To easily measure multiple accounts and entities
• To assess pre-aggregated metrics for your Amazon retail goals
• To assess the performance of your cross-product campaigns

Question 61: You have multichannel products of audio ads, Streaming TV, online video in your campaigns. Which goal(s) will they help you achieve?

• Awareness, consideration, and conversion goals
• Consideration goal
• Awareness goal

Question 62: Which of the following indicates that you should increase your ad budget?

• Your high-performance products are using less budget than your low-performance products
• Checking your campaigns at noon daily shows that the budget frequently runs low at that time
• You did a campaign review at the end of the day and found that your campaigns were out of budget

Question 63: How can you use Amazon sponsored ads (Sponsored Brands, Sponsored Display, Sponsored Products) and organic solutions (Stores, Brand Follow, Amazon Live, and Posts) together to achieve your business goals?

• You should use sponsored ads to reach your customers and use organic solutions to increase purchase rates
• You can consider a holistic approach and use multiple ad types that can help drive your goals
• Since each ad type can reach only one of the goals of awareness, consideration, conversions, and loyalty, you need to first decide your main goals and then select the proper ad types to use

Question 64: You can use negative keyword targeting for your Sponsored Display campaigns.

• True
• False

Question 65: Saanvi wants to attract as many customers as possible to her product page. She also wants to engage the audiences who viewed the product detail page but did not purchase. Which sponsored ads should Saanvi use to achieve these objectives?

• Sponsored Products
• Sponsored Products and Sponsored Display
• Sponsored Brands and Sponsored Display

Question 66: When considering sponsored ads and multichannel products to help drive loyalty, which of the following statements is correct?

• Sponsored Display and Amazon DSP Display can help drive customer loyalty so that they may be more likely to purchase your product or service again
• Sponsored Brands and audio ads can help drive customer loyalty so that multiple products and services can be cross-sold to audiences interested in similar products or services
• Sponsored Products and video ads can help drive customer loyalty so that you can remarket to audiences who have purchased your product or service

Question 67: The campaign pre-optimization checklist should be used at the review step of the campaign management process, right after you have completed setting up your campaign, to ensure the campaign has been set up correctly.

• False
• True

Question 68: How can Amazon multichannel products (Display, audio ads, and streaming TV) work together to help you achieve your objectives?

• Amazon multichannel products can help you connect with global audiences at scale only off Amazon.com
• Amazon multichannel products can help you maximize your impact, create engaging experiences, and find new ways to capture your customers’ attention
• Amazon multichannel products can help with your long-term goals of awareness and loyalty but won’t help much with your short-term goals of consideration and conversion

Question 69: A review of your Sponsored Display campaign shows low Click-through rates (CTRs) and low new-to-brand orders. Which of the following strategies might help optimize your campaign goals to drive performance?

• Use purchases remarketing
• Use lifestyle audiences
• Use suggested targets and dynamic segments

Question 70: Both Amazon DSP and Sponsored Display can help you increase consideration by optimizing bids for page visits with cost-per-click (CPC) billing and click-based attribution to focus on audiences most likely to convert

• False
• True

Question 71: Which of the following metrics can you use to measure your consideration goals?

• Repeat purchases
• Store visits
• Advertising cost of sales

Question 72: Which of the following is a benefit of Amazon Marketing Cloud (AMC)?

• You can get reports with pre-aggregated metrics
• You can pull reports to measure campaigns across multiple products
• You can pull reports individually to measure your campaigns by each product

Introduction to Amazon Ads Campaign Optimization

Optimizing Amazon Ads campaigns involves several key strategies to improve performance and achieve better ROI. Here’s a structured approach:

1. Keyword Optimization:

• Keyword Research: Use tools like Amazon’s own keyword tool, as well as third-party tools like Helium 10, Jungle Scout, or MerchantWords to identify relevant keywords.
• Negative Keywords: Continuously review search terms to identify irrelevant keywords that are triggering your ads and add them as negative keywords to avoid wasted spend.

2. Bid Management:

• Adjust Bids: Regularly monitor and adjust your bids based on performance data. Increase bids for high-converting keywords and decrease for underperforming ones.
• Bid Strategies: Test different bidding strategies like automatic and manual bidding to find the most effective approach for your campaigns.

3. Ad Copy and Creatives:

• A/B Testing: Test different ad copies and creative elements (images, videos) to see which combinations drive the highest click-through rates and conversions.
• Keyword Insertion: Incorporate relevant keywords into your ad copy to improve relevancy and ad quality score.

4. Product Targeting:

• ASIN Targeting: Target specific ASINs (Amazon Standard Identification Numbers) where your product can appear. Monitor performance and adjust bids accordingly.
• Category Targeting: Target broader categories related to your product to reach a wider audience.

5. Campaign Structure:

• Organize Campaigns: Structure campaigns based on product categories, performance goals, or targeting methods (keyword vs. product targeting).
• Ad Group Segmentation: Divide ad groups by product variations or different targeting methods to better manage bids and monitor performance.

6. Performance Monitoring:

• Regular Review: Monitor your campaigns regularly to identify trends and areas for improvement.
• Key Metrics: Track metrics like click-through rate (CTR), conversion rate, cost per click (CPC), and Advertising Cost of Sales (ACoS) to evaluate campaign effectiveness.

7. Competitor Analysis:

• Benchmarking: Analyze competitor ads and pricing strategies to identify opportunities and adjust your own campaigns accordingly.
• Differentiation: Highlight unique selling points in your ad copy to differentiate your product from competitors.

8. Seasonal Adjustments:

• Promotions: Plan and execute promotions or discounts during peak seasons to increase visibility and sales.
• Budget Allocation: Adjust your ad spend and bids based on seasonal demand and competition.

9. Conversion Rate Optimization (CRO):

• Product Pages: Ensure your product detail pages are optimized for conversions with clear, persuasive content and high-quality images.
• Reviews and Ratings: Encourage positive reviews and manage customer feedback to build trust and improve conversion rates.

10. Analytics and Reporting:

• Data Analysis: Utilize Amazon’s advertising analytics tools and third-party analytics platforms to gain insights into campaign performance.
• ROI Calculation: Calculate the return on investment (ROI) for your advertising spend to understand the profitability of your campaigns.

By systematically implementing these strategies and continuously testing and refining your approach, you can optimize your Amazon Ads campaigns to drive better results and achieve your marketing objectives effectively.