Amazon Advertising Foundations Certification Exam Answers

Clear My Certification February 16, 2024 Amazon Leave a comment 65 Views

Amazon Advertising Foundations refers to the fundamental principles and strategies that businesses and advertisers should understand and leverage when utilizing Amazon’s advertising platform. Here’s a breakdown of some key elements:

Understanding Amazon’s Ad Products: Amazon offers various advertising solutions, including Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP (Demand-Side Platform), and video ads through Amazon Advertising. Understanding the differences between these products, their placements, and their targeting options is crucial for building effective advertising campaigns.
Keyword Targeting and SEO: Similar to traditional search engine advertising, Amazon advertising relies heavily on keyword targeting. Advertisers should conduct thorough keyword research to identify relevant search terms that potential customers are using to find products similar to theirs. Optimizing product listings with relevant keywords is also essential for organic visibility within Amazon’s search results.
Product Targeting: In addition to keyword targeting, advertisers can target their ads based on specific products, categories, or brands. This allows for more precise targeting and can help advertisers reach customers who are actively browsing or purchasing similar products.
Budgeting and Bidding Strategies: Advertisers need to set appropriate budgets and bidding strategies based on their advertising goals and target audience. Understanding metrics like cost-per-click (CPC), click-through rate (CTR), and return on ad spend (ROAS) is essential for optimizing ad performance and maximizing ROI.
Optimizing Ad Creative: Compelling ad creative, including eye-catching images, persuasive ad copy, and clear calls-to-action, is crucial for capturing users’ attention and driving clicks and conversions. Advertisers should A/B test different ad creatives to identify which variations perform best with their target audience.
Monitoring and Optimization: Regular monitoring and optimization of advertising campaigns are essential for maximizing performance and ROI. This includes analyzing key metrics, identifying underperforming keywords or ad placements, adjusting bids and budgets accordingly, and experimenting with new targeting strategies and ad formats.
Tracking and Analytics: Implementing proper tracking and analytics tools, such as Amazon Attribution or third-party analytics platforms, is essential for accurately measuring the impact of advertising campaigns on sales and revenue. This data-driven approach enables advertisers to make informed decisions and continually refine their advertising strategies.
Compliance and Policy Adherence: Advertisers must adhere to Amazon’s advertising policies and guidelines to ensure their ads comply with applicable regulations and provide a positive user experience. This includes following rules regarding prohibited content, claims substantiation, and ad targeting practices.

By mastering these foundational principles and strategies, advertisers can effectively leverage Amazon Advertising to reach and engage with their target audience, drive traffic and sales, and ultimately grow their business on the Amazon platform.

Amazon Advertising Foundations Exam Quiz Answers

Question 1: 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?

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

Question 2: Which of the following best describes a campaign with a consideration goal?

The campaign is reaching audiences that viewed a product detail pages but did not convert.
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 shoppers unfamiliar with the brand.

Question 3: 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 views
Lifestyle
Audiences based on purchases
Lookalike

Question 4: Where can display ads be placed?

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

Question 5: 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 based on purchase of her brand’s laundry detergent
Demographic: males
Audiences based on keyword search
Audiences transferred based on pixel traffic from their website

Question 6: Sports Lab is running Amazon ads on FireTV. Which inventory are they leveraging?

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

Question 7: Why do advertisers look at detail page views?

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

Question 8: True or false? Amazon Advertising offers solutions for businesses of every size and at any stage.

True
False

Question 9: 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?

Purchase frequency insight
Overlap report
Retail insights
Brand halo

Question 10: 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?

Purchase frequency insights
Timing insights
Overlap reports
Demographic insights

Question 11: 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 all retail activity across Amazon for the promoted ASINs, regardless of whether audiences weres served an ad.
Retail insights show retail activity across only for brand halo ASINs

Question 12: Which of the following metrics would be the strongest indicator of a campaign’s ability to help drive awareness?

Add to cart
Purchases
Impressions served
Detail page views

Question 13: 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?

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

Question 14: What are Subscribe & Save metrics best used for?

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

Question 15: Which of the following best describes advertiser audiences?

Allows advertisers to reengage Amazon audiences who viewed product(s) specific to, or similar to, the advertiser’s promoted product
Allows advertisers to reach audiences of a specific demographic, such as gender, age range, household income, or presence of children
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 incorporate their existing audiences into their Amazon advertising campaigns to drive relevance

Question 16: 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?

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

Question 17: 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?

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

Question 18: 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?

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

Question 19: Which Amazon audience can be used to reach shoppers who recently viewed or purchased items in a specific category or sub-category?

In-market
Lifestyle
Lookalike

Question 20: Which of the following best describes a campaign with a purchase goal?

The campaign is reaching shoppers unfamiliar with the brand.
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.
The campaign is leveraging Subscribe & Save offers to drive brand loyalty.

Question 21: True or false? An advertiser who sells products on Amazon could access insights that report on total retail activity for all of their products.

True
False

Question 22: 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?

Purchase
Awareness
Loyalty
Consideration

Question 23: 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?

Timing insights
Overlap insights
Purchase frequency insights
Demographic insights

Question 24: Which of the following best describes the value of brand halo metrics?

Allows advertisers to better measure the number of impressions served on a promoted ASIN.
Allows advertisers to measure sales of their brand’s products off Amazon.
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 track additional sales or conversion metrics for products from brands unrelated to their own.

Question 25: Advertisers can connect with _______ to drive purchases for their products by engaging audiences that have recently considered products in a given category.

Lifestyle audiences
Lookalike audiences
Demographic audiences
In-market audiences

Question 26: 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

Question 27: True or false? The only way for advertisers to reach their existing audience in Amazon campaigns is by leveraging an Amazon pixel.

True
False

Question 28: Tiny Feet has a direct relationship with their audience that signed up for their monthly newsletter. They want to reach this audience with an Amazon campaign promoting a new shoe. Which audience solution should they leverage?

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

Question 29: 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?

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

Question 30: 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?

Amazon audiences
None of these
Advertiser audiences
Audience insights

Question 31: Maya’s brand sells products on their own website and wants to reach similar shoppers on Amazon. Which type of audience should Maya select?

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

Question 32: Cora wants to run ads in the Amazon DSP that integrate Amazon customer reviews. Which creative type should she choose?

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

Question 33: 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?

None of these
Advertiser audiences
Amazon audiences
Audience insights

Question 34: Anita is running Amazon ads with placements on and off Amazon. Which of the following ad types could Anita be using? (Select 2)

Display ads
Sponsored Brands
Sponsored Products
Video ads

Question 35: 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?

Display ads
Custom ads
Sponsored Brands
Sponsored Products

Question 36: 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.

False
True

Question 37: 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.

True
False

Question 38: 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?

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

Question 39: 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?

Sponsored Products
Video ads
Sponsored Brands
Custom ads

Question 40: Jasmine wants to understand the impact a campaign had on the perception of her brand. Which of the following should she consult?

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

Question 41: 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?

Purchase frequency insights
Timing insights
Demographic insights
Overlap reports

Question 42: A manufacturer of chewing gum recently launched a new spearmint flavor. They’re looking to promote this new flavor to audiences that do not know about their product. Which of the following audiences should they select? (Select 2)

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

Question 43: 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
Demographic audiences
Audiences based on purchase
In-market audiences

Question 44: Which inventory is available for Sponsored Products and Sponsored Brands campaigns?

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

Question 45: Which audience solution allows advertisers to reach shoppers that previously visited certain product detail pages on Amazon?

Advertiser audiences
Audience insights
Audiences based on shopping interactions

Question 46: 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?

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

Question 47: Zoya is an advertiser at a furniture company. She recently ran a campaign where she promoted the brand’s new line of luxury armchairs. She wants to understand how this campaign impacted sales across her brand’s other product lines that were not advertised in this campaign. Which metrics should Zoya look at to understand this?

Detail page view rate
Units sold
Purchase rate
Brand halo

Question 48: Cliff is an advertiser at a luxury bedding company and wants to reach shoppers that recently shopped for related products. Which of the following audiences should he select? (Select 2)

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

Question 49: Which of the following audiences might help Red Eye Coffee, a brand that sells canned coffees, increase consideration for their products? (Select 2)

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

Question 50: 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
Brand halo
Impressions served

Question 51: 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?

Overlap reports
Amazon audiences
Advertiser audiences
Purchase frequency insights

Question 52: 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?

Loyalty
Purchase
Awareness
Consideration

Question 53: Which of the following ad types are located within shopping results and promote individual products?

Sponsored Products
Display ads
Sponsored Brands
Sponsorships

Question 54: 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

Question 55: Qismat is an advertiser at a bedding company. He wants to reach shoppers who purchased his brand’s mattress so that he can promote bedding and pillows. Which audience would be best for helping him achieve this goal?

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

Question 56: 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

Question 57: 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

Question 58: 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 image ad
Display ad with e-commerce creative
Amazon served video creative

Question 59: Which of the following are considered advertiser audiences? (Select 2)

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

Question 60: 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)

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

Question 61: Terry wants to communicate his brand’s value through storytelling. Which Amazon DSP creative type is most appropriate for this goal?

Video ad
Image ad
Display ad with e-commerce creative

Question 62: 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?

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

Question 63: Which measurement solution allows advertisers to understand overall shopping activity on Amazon before, during, and after advertising campaigns?

Offline sales impact
Brand lift
Amazon campaign reporting
Retail insights

Question 64: A car insurance company recently ran an awareness campaign on Amazon promoting a new insurance bundle. The company does not sell on Amazon. Which of the following insights could be available to them? (Select 3)

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

Question 65: Advertisers can connect with — to drive purchases for their products by engaging audiences that have recently considered products in a given category.