Amazon advertising foundations exam answers

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Anita is running Amazon ads with placements on and off Amazon. Which of the following ad types could Anita be using? (Select 2)

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

Miguel knows that the majority of e-commerce customers do not purchase after viewing a product for the first time. He wants to reengage those that have viewed his brand’s products. Which Amazon audience should Miguel leverage?

• Audiences based on purchases
• Lifestyle
• Audiences based on views
• Lookalike

Which of the following audiences might help Red Eye Coffee, a brand that sells canned coffees, increase consideration for their products? (Select 2)

• Audiences based on similar product views
• In-market: coffee
• Advertiser hashed audiences based on existing brand customers
• Demographic: males

Jasmine wants to understand the impact a campaign had on the perception of her brand. Which of the following should she consult?

• Retail insights
• Third-party: brand lift studies
• Brand halo
• Purchase frequency

Ojistah wants to develop a strategy for her brand on Amazon. Which of the following audience solutions would best help her understand how customers currently view and purchase the brand’s products on Amazon?

• Audience insights
• Advertiser audiences
• Amazon audiences
• None of these

True or false? In-stream video ads do not appear within video content and typically use space reserved for a display ad on a website or app.

Darius is an advertiser at an office supply company. He wants to reach shoppers that recently viewed detail pages of other products similar to his brand’s offerings. Which audience would you recommend for Darius to leverage in this campaign?

• Audiences based on similar product views
• Audiences based on keyword search
• Lifestyle audiences
• Demographic audiences

Penny has uploaded an MPEG-4 file in the Amazon DSP to use for her creative. Which of the following creative types is she employing?

• Custom ad
• Third-party served ad
• Display ad with e-commerce creative
• Amazon served ad

Janka is an advertiser at a party supply brand. She wants to understand areas such as income range, age range, and marital status of her brand’s shoppers. which insight would be best for Janka to review?

• Overlap insights
• Purchase frequency insights
• Demographic insights
• Timing insights

Sports Lab is running Amazon ads on FireTV. Which inventory are they leveraging?

• Amazon O&O sites
• Third-party sites
• Amazon retail sites
• Devices

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Bai Xue is an advertiser at a basketball manufacturer. She wants to reach an audience that searched for terms relevant to her brand and products. Which Amazon audience could help her reach these shoppers?

• In-market
• Audiences based on purchases
• Audiences based on views
• Audiences based on keyword search

What are Subscribe & Save metrics best used for?

• Assessing awareness of a brand’s products
• Signifying longer-term brand loyalty and driving incremental sales—even after a campaign ends.
• Assessing the number of impressions served to shoppers
• Assessing the purchase rate of a brand’s products

• Units sold
• Purchase rate
• Detail page view rate
• Brand halo

Which Amazon audience can be used to reach shoppers who recently viewed or purchased items in a specific category or sub-category?

• Lifestyle
• Lookalike
• In-market

Lawanda wants to expand the reach of her brand’s campaign beyond what is achievable through Amazon’s websites and apps. Which inventory should she leverage?

• Devices
• Amazon O&O sites
• Third-party sites
• Amazon retail sites

Myung-dae is an advertiser at a hair care brand. He wants to understand the percentage of first time versus repeat buyers of his brand’s products. Which insight would be best for Myung-dae to review?

• Timing insights
• Demographic insights
• Purchase frequency insights
• Overlap reports

Which of the following best describes a campaign with a consideration goal?

• The campaign is reaching shoppers unfamiliar with the brand.
• The campaign is leveraging Subscribe & Save offers to drive brand loyalty.
• The campaign is reaching an audience that is shopping the category, to help them consider a brand’s product.
• The campaign is reaching audiences that viewed a product detail pages but did not convert.

True or false? The only way for advertisers to reach their existing audience in Amazon campaigns is by leveraging an Amazon pixel.

• Offline sales impact
• Amazon campaign reporting
• Brand lift
• Retail insights

Tandra is setting up a campaign to drive awareness of her brand’s new booklight. She wants to reach the community of readers on Goodreads. Considering only this information, where should her ads be placed?

• Amazon O&O sites
• Devices
• Third-party sites
• Amazon retail sites

Devin is tasked with a long-term goal of building his brand’s customer base. Which of these ad types can help build brand awareness by featuring a custom headline, logo, and set of products?

• Custom ads
• Video ads
• Sponsored Products
• Sponsored Brands

Terry wants to communicate his brand’s value through storytelling. Which Amazon DSP creative type is most appropriate for this goal?

• Display ad with e-commerce creative
• Image ad
• Video ad

Hokulani is an advertiser at a designer pottery brand. She recently ran a campaign where her primary goal was to drive purchase for her brand’s clearance on last season’s wooden planters. Which metric would be the best indicator of this campaign’s success in helping drive purchase?

• Return on ad spend (ROAS)
• Brand halo
• Subscribe & Save
• Detail page view rate

• Audiences based on detail pages views of items in the “bedding sheets and pillow cases” sub-category
• In-market: mattresses
• Advertiser hashed audiences
• Demographic: females

True or false? Third-party served ads in Amazon DSP can be used on third-party desktop and mobile sites, third-party apps, third-party video, and Amazon O&O.

Johan is an advertiser at a consumer electronics brand. He wants to understand the impact of his advertising by comparing changes from 30 days before the campaign to 30 days after. Which of the following would help him understand this?

• Retail insights
• Purchase frequency insight
• Overlap report
• Brand halo

Which of the following best describes a campaign with a purchase goal?

• The campaign is reaching shoppers unfamiliar with the brand.
• The campaign is leveraging Subscribe & Save offers to drive brand loyalty.
• The campaign is reaching audiences that are shopping the category, to help them consider a brand’s product.
• The campaign is reaching audiences that viewed a product detail page but did not convert.

Cristobal is an advertiser at a cold medicine brand. He wants to understand the time of day that shoppers purchase from his brand. Which insight would be best for Cristobal to review?

• Timing insights
• Overlap reports
• Demographic insights
• Purchase frequency insights

Which of the following metrics would be the strongest indicator of a campaign’s ability to help drive consideration?

• Add to cart
• Detail page view rate
• Units sold
• Impressions viewed

Rhonda is an advertiser at a consumer packaged goods company that sells laundry detergent. She is looking to reengage her existing audiences to encourage repeat purchases on Amazon. Which audience(s) would best help Rhonda achieve this goal? (Select 2)

• Audiences transferred based on pixel traffic from their website
• Demographic: males
• Audiences based on purchase of her brand’s laundry detergent
• Audiences based on keyword search

Which of the following best describes advertiser audiences?

• Allows advertisers to reach audiences with an ad on contextually relevant pages when they are actively shopping for or viewing products on Amazon
• Allows advertisers to reengage Amazon audiences who viewed product(s) specific to, or similar to, the advertiser’s promoted product
• Allows advertisers to incorporate their existing audiences into their Amazon advertising campaigns to drive relevance
• Allows advertisers to reach audiences of a specific demographic, such as gender, age range, household income, or presence of children

Charlie wants to generate long-term, new demand for their brand by reaching those who are not currently engaging with the category. What stage of the customer journey should Charlie focus on?

• Awareness
• Loyalty
• Purchase
• Consideration

• Click-through rate
• Impressions
• Retail insights
• Third-party: brand lift

Dreyfus is an advertiser looking to drive purchase for his brand’s products. Which metrics would be best for evaluating his campaign’s purchase goals? (Select 2)

• Click-through rate
• Impressions served
• Units sold
• Return on ad spend (ROAS)

Why do advertisers look at detail page views?

• This metric helps advertisers understand how many purchases are being made of specific ASINs.
• This metric helps advertisers understand the impact their advertising has on brand halo sales.
• This metric helps advertisers understand the number of impressions served.
• This metric helps an advertiser understand whether their ads are driving customers to find out more information about their product.

Ujarak is an advertiser at a magazine company. He wants to reach shoppers who visited the subscription sign-up page, but did not complete their signups. Which type of audience could he use to best reach this audience?

• Audiences transferred based on pixel traffic from their website
• Advertiser hashed audiences
• Audiences based on keyword searches
• Lifestyle audiences

Tiny Feet has their own website. They want to reach their website’s audience with an Amazon campaign. From which source should they transfer their audience?

• Pixel
• Audiences based on shopping interactions on Amazon
• Data management platform
• An advertiser hashed audience

Onisim wants to use display advertising to reengage shoppers that viewed their product detail page, but did not purchase. Which audience would be best for helping Onisim achieve this goal?

• Audiences based on detail page views
• Demographic audiences
• In-market audiences
• Lifestyle audiences

Wilfredo works for an advertising agency and is interested in leveraging Amazon Advertising to reach his audience in an unconventional way. Which solution would be appropriate for this goal?

• Sponsored Products
• Custom ads
• Display ads
• Sponsored Brands

Yvonne’s business sells hiking equipment on Amazon. She wants to use Amazon Advertising to reengage customers who have previously visited her website. Which audience solution will Yvonne rely on to achieve this?

• Audience insights
• Advertiser audiences
• None of these
• Amazon audiences

Brighton is an advertiser selling holiday cookies on Amazon. He wants to reach shoppers who recently viewed or purchased products in the “bakery and dessert gifts” sub-category. Which audience solution will Brighton rely on to achieve this?

• Audiences based on shopping interactions
• Advertiser audiences
• Audience insights
• None of these

• Data management platform
• Pixel
• Audiences based on shopping interactions on Amazon
• Advertiser hashed audience

Which audience solution allows advertisers to reach shoppers that previously visited certain product detail pages on Amazon?

• Audiences based on shopping interactions
• Advertiser audiences
• Audience insights

• Audiences based on purchase
• Audiences based on pixel traffic
• In-market audiences
• Lifestyle audiences

• Third-party sites
• Amazon retail sites
• Amazon O&O sites
• Devices

Atlas is an advertiser at a book publisher. He wants to use display advertising to reach shoppers that recently viewed products in the non-fiction category. Which of the following audiences would be best at helping Atlas drive consideration of books in this category?

• None of these
• Audiences based on purchase
• Demographic audiences
• In-market audiences

Cora wants to run ads in the Amazon DSP that integrate Amazon customer reviews. Which creative type should she choose?

• Amazon served video creative
• Amazon served image ad
• Third-party served ad
• Display ad with e-commerce creative

HouseWarez is running a campaign to remarket to existing brand customers for cross-selling purposes. What stage of the customer journey is HouseWarez focusing on?

• Consideration
• Loyalty
• Awareness
• Purchase

Advertisers can connect with — to drive purchases for their products by engaging audiences that have recently considered products in a given category.

• Lifestyle audiences
• Demographic audiences
• In-market audiences
• Lookalike audiences

Tamiko is an advertiser at a bowling supply company running a display campaign. She wants to learn more about audiences that share similar attributes to the audiences she is currently reaching through her campaign. What should Tamiko consult to learn more about this?

• Amazon audiences
• Overlap reports
• Purchase frequency insights
• Advertiser audiences

Minoru is an advertiser at a consumer packaged goods company. He recently ran a campaign where his primary goal was to drive loyalty for his brand’s lavender scented laundry detergent. Which metric would be the best indicator of this campaign’s success in helping drive loyalty?

• Subscribe & Save
• Purchase rate
• Impressions served
• Brand halo

Where can display ads be placed?

• Amazon retail sites
• Third-party sites
• Devices
• Amazon O&O sites

True or false? An advertiser who sells products on Amazon could access insights that report on total retail activity for all of their products.

Which of the following is a true statement about retail insights?

• Retail insights show retail activity across Amazon only for audiences that were served an ad.
• Retail insights show retail activity across only for brand halo ASINs
• Retail insights show all retail activity across Amazon for the promoted ASINs, regardless of whether audiences weres served an ad.

True or false? Amazon Advertising offers solutions for businesses of every size and at any stage.

Maya’s brand sells products on their own website and wants to reach similar shoppers on Amazon. Which type of audience should Maya select?

• Audiences based on keyword search
• In-market audiences
• Lifestyle audiences
• Lookalike audiences

• Audiences based on detail page views
• In-market audiences
• Audiences based on purchase
• Lifestyle audiences

Which of the following metrics would be the strongest indicator of a campaign’s ability to help drive awareness?

• Detail page views
• Impressions served
• Purchases
• Add to cart

• Sponsorships
• Sponsored Products
• Display ads
• Sponsored Brands

What value do overlap reports provide advertisers?

• They identify audiences that are found across multiple campaigns
• They identify audiences in multiple stages of the customer journey
• They identify other brands with audiences that overlap with a brand’s target audience
• They identify other audiences that overlap with a brand’s target audience

Which of the following best describes the value of brand halo metrics?

• Allows advertisers to track additional sales or conversion metrics for related products under the advertised brand that were not promoted in the ads.
• Allows advertisers to better measure the number of impressions served on a promoted ASIN.
• Allows advertisers to track additional sales or conversion metrics for products from brands unrelated to their own.
• Allows advertisers to measure sales of their brand’s products off Amazon.

Which of the following is the Amazon DSP creative type that automatically optimizes based on a selected optimization goal?

• Third-party served ad
• Amazon served video creative
• Display ad with e-commerce creative
• Amazon served image ad

Which of the following are considered advertiser audiences? (Select 2)

• Audiences based on detail page views
• Audiences based on keyword search
• Advertiser hashed audiences
• Audiences transferred from a data management platform

Ha Yoon is an advertiser at a cold brew coffee manufacturer. Which audience would be best for her to use to reach these shoppers on Amazon that her brand already has a direct relationship with off Amazon?

• Advertiser hashed audiences
• Demographic audiences
• Lifestyle audiences
• Audiences based on keyword searches