Amazon Ads Campaign Optimization Certification Exam Answers

Clear My Certification February 20, 2024 Amazon Leave a comment 158 Views

Optimizing your Amazon Ads campaigns is crucial for maximizing their effectiveness and achieving your advertising goals. Here are some key strategies for optimizing your Amazon Ads campaigns:

Keyword Optimization:
- Regularly review and refine your list of keywords to ensure they are relevant and aligned with your products and target audience.
- Identify high-performing keywords and prioritize them for higher bids and budget allocation.
- Use negative keywords to exclude irrelevant search terms and prevent wasted ad spend.
Bid Management:
- Adjust your bids based on keyword performance, competition, and campaign objectives.
- Test different bidding strategies (automatic vs. manual) to find the most effective approach for your campaigns.
- Implement bid adjustments for factors such as device type, time of day, and geographic location to optimize targeting.
Ad Creative Optimization:
- Continuously test and iterate on your ad creatives to improve click-through rates and conversion rates.
- Experiment with different ad formats, imagery, messaging, and calls-to-action to identify what resonates best with your target audience.
- Utilize A/B testing to compare the performance of different ad variations and optimize based on the results.
Product Listing Optimization:
- Optimize your product listings (titles, bullet points, descriptions, and images) for relevancy and conversion.
- Incorporate relevant keywords into your product titles and bullet points to improve search visibility.
- Use high-quality images and compelling product descriptions to enhance the appeal of your listings.
Campaign Structure:
- Review your campaign structure to ensure it is organized and logical, with clear segmentation by product category, brand, or campaign objective.
- Consolidate ad groups with similar keywords and performance metrics to streamline management and optimization efforts.
- Consider creating separate campaigns for different targeting options (e.g., Sponsored Products vs. Sponsored Brands) to better control budgets and performance.
Performance Monitoring:
- Monitor key performance metrics such as impressions, clicks, click-through rates, conversion rates, and return on ad spend (ROAS) regularly.
- Identify underperforming keywords, ads, and campaigns and take corrective action, such as pausing or adjusting bids.
- Leverage Amazon’s reporting tools and analytics to gain insights into campaign performance and identify areas for improvement.
Seasonal and Trend Analysis:
- Analyze seasonal trends and shopping behavior to optimize your campaigns for peak periods and capitalize on seasonal demand.
- Stay informed about industry trends, competitor activity, and changes to Amazon’s advertising policies and algorithms to adapt your strategies accordingly.
Incremental Sales Measurement:
- Utilize Amazon’s tools for measuring incremental sales and understanding the true impact of your advertising efforts on overall sales and revenue.
- Evaluate the incremental lift in sales attributed to your ad campaigns compared to organic sales to determine the effectiveness of your advertising investment.

By implementing these optimization strategies and continuously monitoring and refining your Amazon Ads campaigns, you can improve their performance, increase return on investment, and drive more sales and revenue for your products on the Amazon platform.

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