Amazon Sponsored Ads Certification Assessment Answers

This assessment is comprised of 73 which cover topics related to sponsored ads with Amazon Advertising.

• You will have 120 minutes to complete the assessment.
• Achieve a score of 80% to pass the assessment.
• You may not review your answers once they've been submitted.
• If you end the assessment early or the timer runs out before you have answered all questions, you will not pass and will not be able to resume where you left off.
• You may attempt the assessment again after 24 hours.

Questions:

Would the custom image on the right meet Amazon’s image policies for a flat screen TV ad?

• This is a custom image representing a TV in a lifestyle setting in your ad and would be allowed.
• This a custom image representing a TV in a lifestyle setting in your ad and would not be allowed.

Which of the following is not part of brand logo guidelines for sponsored brands?

• Logo cannot be used as an extension of the headline nor contain additional text.
• Logo cannot be a product, ASIN (including cropped versions), custom or lifestyle image or combination.
• Logo cannot be placed on a white background color
• Logo cannot be a combination of logos.

True or false? Amazon recommends the use of CTAs to help improve your ad’s performance but CTAs are not required.

• True
• False

In this example, a Sponsored Brands ad reads “Save 50% on tube socks.” This is not a compliant pricing promotion. What would be a compliant promotional message?

• Huge savings on tube socks.
• Save now on tube socks.
• Save half on tube socks.
• Save $10 on tube socks.

Would the logo example on the right meet Amazon’s sponsored ads policies?

• The logo would be approved because it is not on a white or transparent background.
• The logo would *not* be approved because it is not on a white or transparent background.

True or false? Areli wants to advertise her body wash in the month leading up to Father’s Day. The following promotional messaging is permitted for a Sponsored Brands ad: Get this full-sized and travel-sized body wash now through Father’s Day.

• True
• False

The following promotional messaging is permitted for a Sponsored Brands ad: Get this full-sized and travel-sized perfume bundled offer now through Valentine's Day.

• No, the promotional ad should *not* include the offering (full-sized and travel-sized perfume bundle) and the end-date for the promotion (Valentine’s Day).
• Yes, the promotional ad is specific to the offering (full-sized and travel-sized perfume bundle) and provides the end-date for the promotion (Valentine’s Day).

1. Sponsored ads are generally used for which objective?
2. If ASINs are not driving sales in a campaign, what would an advertiser see in the advertising product report?
3. Miguel is a seller who wants to drive sales for a line of weedwackers with a headline that reads, “Good gifts for mom.” Which sponsored ad could they use?
4. Garmend used their advertised product report and found several ASINs with much higher ACOS than the rest of their products. What can they do to help lower the overall ACOS for the campaign?
5. If an advertiser’s goal is for campaign efficiency, which ASINs should they avoid using? (Select 2)
6. True or false? If an advertiser’s goal is sales efficiency, they should decrease bids on keywords with high ACOS.
7. Where will a customer be directed after clicking on a product featured in a Sponsored Brands ad?
8. Which of the following automatic targeting options would show your ad to shoppers who view the detail pages of products similar to yours?
9. Amazon may adjust a bid in real time up to 100% when an ad may be more likely to convert to a sale, and lower a bid when less likely to convert to a sale. What is this describing?
10. True or false? Cancelled orders are not included in sales attribution metrics.
11. Which best defines a parent ASIN?
12. BlueBird Clothing, an Amazon seller, is running an ad that only targets the keyword “denim jacket.” A customer searches for “denum jacket.” Based on this, which of the following is a true statement?
13. If Kitchen Smart wants to create a Sponsored Products campaign for their toasters by targeting similar ASINs from other brands, which targeting method should they use?
14. Sports Lab would like to target their ads to display to shoppers viewing bicycles with a 4+ star rating. Which sponsored ad could they leverage for this strategy?
15. Accent Athletics wants to promote their best selling basketball with creative that showcases just that ASIN. Which sponsored ad could help them ensure they are appearing in shopping results and related product detail pages in order to drive sales? (select all that apply)
16. Manuel is a seller running a Sponsored Brands campaign for his smartwatch. His CPC bid is $0.85. He is the highest bidder in the auction, with the second highest bid being $0.78. Which of the following is Manuel likely to pay in this instance?
17. True or false? An advertiser can leverage the API to manage their sponsored ad campaign by working with a third-party integration provider.
18. Which of the following options can be used to manage a sponsored ad campaign?
19. Emilia has set up a sponsored ads campaign with a $10 daily budget. Which of the following is true? (Select 2)
20. True or false? A minimum of 4 product images is suggested for a product to be retail ready.
21. Bianka sees that her client has not been selected to present the Featured Offer (“Buy Box”) on their product. What suggestion(s) should she give to her client? (Select 2)
22. Lamar recently launched a Sponsored Products campaign to boost sales of a new product, but the only ASIN in the campaign has gone out of stock. What will occur?
23. Green Star is optimizing their campaign and wants to increase brand awareness. Which of the following is the best strategy to achieve this goal?
24. SpotMark, an Amazon vendor, wants to use a lifetime budget rather than an average daily budget. Which sponsored ad can they use in this case?
25. Sports Lab wants to increase their overall sales. They will use ____________ to advertise their best-selling product, and ____________ to drive traffic to their entire product offering.
26. Talkbotics has been running a campaign for their phone accessories and found it to be under-spending. Which of the following is a suggested approach to optimize the campaign?
27. What is Amazon’s version of a SKU (stock keeping unit) that is used to identify unique products on Amazon?
28. True or false? Sponsored ads are bought by impression (CPM).
29. Which of the following is an example of a brand halo conversion?
30. Koepp has noticed a number of negative reviews and low ratings for one of their products. It turns out that some customers feel that the product isn’t functioning as expected after 6+months of use. What would be the best approach for Koepp to improve the product’s retail readiness?
31. Garmend is forming a strategy for a new back-to-school campaign for children’s clothing. Which of the following ASINs will likely perform best in terms of sales efficiency?
32. Gordon’s Chocolatier wants to run a Sponsored Products campaign for their new baker’s chocolate, but they do not know which keywords shoppers who are in market for baker’s chocolate would use. Which targeting method could they use?
33. LuxKitty wants to find new keywords to add to their existing campaigns. Which downloadable report should they use to inform their direction?
34. Which of the following will notify advertisers when their campaign has run out of budget during the day?
35. True or false? Optimizing the enhanced content section can improve organic SEO.
36. What does it mean for a product to be considered retail ready?
37. Sports Lab is a small advertiser that does not have access to developer resources. They want to quickly see an overview of how their campaigns are performing. Which of the following reporting methods best fits their need?
38. How is advertising cost of sales (ACOS) calculated?
39. GravityLenz is a large brand advertising on Amazon. They want to incorporate third-party analytics into their campaign reporting. Which of the following reporting methods best fits their need?
40. Which of the following best indicates a high-performing, efficient campaign?
41. In order to optimize toward customer acquisition, an advertiser should identify keywords with the highest _____________?
42. Which of the following search terms would be considered a phrase match for the keyword “cat litter?”
43. Which of the following ACOS indicates the more efficient advertising campaign?
44. In which of the following situations should an advertiser consider using automated bidding?
45. Which best describes Sponsored Brands?
46. Gini’s Jewelry has been using Amazon’s sponsored ads for a while. They have a list of known keywords for their products. Which targeting method is most appropriate for them?
47. What is the minimum star rating a product should have to be considered retail ready?
48. Which of the following search terms would be considered a broad match for the keyword “artist easel?”
49. True or false? It’s possible you will have to bid higher as keywords get more restrictive and competitive, in order to see results.
50. Car Jane, an automotive accessories company, targeted their sponsored ad campaign by the category ‘automotive floor mats’. Which targeting method did they use?
51. Which of the following is a requirement for Amazon sellers to set up Sponsored Brands campaigns?
52. Which targeting method is better suited to help advertisers stay on top of search trends and discover new keywords that are generating clicks and sales?
53. Which of the following is true regarding product variations? (Select 2)
54. Fadorable is a toy company that launched a campaign with a specific end date. The campaign is scheduled to end in two weeks, but after seeing such great results, they want to extend the original end date. Is this possible?
55. Jeremy needs to confirm whether his client, a seller named Comps Now, is presenting the Featured Offer for a specific product. Where should Jeremy look?
56. GamezCo is presenting the Featured Offer (“Buy Box”) on a gaming console they sell. Which of the following is true? (Select 2)
57. What is the minimum number of customer reviews a product should have to be considered retail ready?
58. Which of the following choices would likely require the highest bid amount?
59. Which keywords may offer a larger amount of impressions with higher search volume?
60. Fabian is checking his client’s product detail page for retail readiness. Which of the following issues should he flag as needing improvement to be considered retail ready?
61. Examine this product detail page. Which of the following elements is not retail ready?
62. Maria, the marketing manager at Jack and Jill, wants to optimize their campaigns based on the actions of first-time customers. Which of the following metrics should they use?
63. Which sponsored ad type(s) provides new-to-brand metrics?
64. Climato needs to report on how much they’ve spent on advertising this month so that they can track spend against budget. Which downloadable report would be most useful to them?
65. Printava used their keyword report and found that most of their keywords were performing well. However, they noticed several keywords with very high ACOS. What can they do to reduce the amount of clicks they are paying for?
66. True or false? Sponsored Products allow you to target by keyword, ASIN, or category.
67. Iris is under-spending on their Sponsored Brands campaign that showcases their camera line. What could they do to optimize their campaign?
68. Accent Athletics has just launched a new line of products. Which sponsored ad could help them ensure they are appearing in related product detail pages in order to drive discoverability?
69. If an advertiser has a goal to maximize brand awareness, which of the following is the recommendation for selecting ASINs?
70. Beverama is a beverage company that wants to drive sales and will primarily use ACOS to measure performance. Which of the following ASINs could help them reach their goal?
71. With a Sponsored Products campaign, which targeting method allows you to target suggested individual products similar to your product?
72. True or false? The “adjust bids by placement” setting for Sponsored Products will not work with dynamic bids.
73. True or false? The product detail page should NOT include “what’s in the box” shots as it may lead to confusion for shoppers.
74. TechHut only sells accessories for PC computers. They notice they have been paying for clicks when customers search for “Apple computer accessories.” Which keyword match type should TechHut use to ensure ads are not served to customers searching for Apple accessories?
75. Which of the following is an optimal main image?
76. GreenTree is running a Sponsored Products campaign with a daily budget of $20. On Tuesday, the campaign spent $20. Based on this, which of the following would be a true statement?
77. True or false? Brands that only sell products and services OFF Amazon can leverage Amazon’s sponsored ads.
78. Which of the following is NOT included in the retail readiness checklist?
79. Janice has set up a sponsored ad for her new line of picture frames. She has selected the keyword “computer” for this ad. Which principle explains why her ad may not display?
80. Kya is editing the customizable section of her product detail page to include charts, video, and narrative comments. What is this section referred to as?
81. Which of the following is included on a product detail page? (Select 2).
82. Which two variables are used by the auction to determine which ad will display?
83. ENT, the producer of the kid’s DVD Too Many Cupcakes, wants to prevent their product from appearing in search results for the brand Cupcakes and Doughnuts, as they are a food company. Which targeting method could they use?
84. Which sponsored ad can use automatic targeting?
85. After reviewing the metrics of a Sponsored Products campaign, Jorge identified that the ACOS for many products was much higher than the category average. What action(s) could he take to address this?
86. BlueBird Clothing, an Amazon seller, is running an ad that only targets the keyword “denim jacket.” A customer searches for “denim jackets.” Based on this, which of the following is a true statement?
87. Zoope, an Amazon seller, launched a new product last week that has 7 reviews. What is the suggested method for them to improve the retail readiness for this product?
88. A vendor, Climato, wants to drive traffic to their Store and showcase their catalog of products. Which sponsored ad allows them to do that?
89. Campaign efficiency is measured by _____________, and brand awareness is measured by _____________.
90. Maria, the marketing manager at Jack and Jill, is running a campaign for a line of baby strollers. She bids on the phrase, ‘strollers for babies’. Which targeting method is she using?
91. How can Accent Athletics edit more than one live Sponsored Products campaign at the same time?
92. Which of the following search terms would be considered an exact match for the keyword “artist easel?”
93. Why might an advertiser bid on brand keywords?
94. Accent Athletics analyzed performance for their Sponsored Products campaign for yoga apparel and realized that they are running out of budget every day. If they cannot increase their budget, what alternative action(s) would be appropriate? (Select 2)
95. Talkbotics has been advertising on Amazon for over a year. They notice their campaign performance has been slightly declining, and they want to know which keywords aren’t performing well. Which downloadable report should they use?
96. Kitchen Smart wants to highlight multiple ASINs in their ad: a blender, a coffee maker, and a toaster. Which sponsored ad could they use to achieve this? (select all that apply)
97. Which metric is used to measure efficiency in sponsored ads campaigns?
98. Leokadia is currently focused on driving brand awareness with sponsored ads. She reviewed her campaign performance, and noticed that she was not using her entire budget and did not generate as many impressions as she wanted. What can she do to help improve on her campaign performance?
99. Lindros is using sponsored brands to help drive awareness for his brand and products. Which metric would best measure awareness in his sponsored brand campaign?
100. Ranjeet wants to improve the efficiency of his setup and maintenance processes for his campaigns. Which of the following methods would be best for managing multiple campaigns simultaneously?
101. The advertising console is where you can view and download reports to assess performance of your sponsored ads campaigns
102. Sports Lab would like to show their ad to shoppers who use search terms closely related to your products. Which sponsored ads match types would help them achieve this?
103. In this example, a Sponsored Brands ad reads “Save 50% on tube socks.” What would be a better promotional message?
104. Elle wants to understand how much, on average, her ads cost her per click. Which metric would best help her understand this?
105. Baixue is looking to add substantiation to her sponsored product ad, noting that her brand’s shampoo was rated #1 in 2022 by “Pro Hair Magazine”. Which of these claims would meet Amazon Advertising policy?
106. GIFs or animation are not allowed for ASIN or product image guidelines
107. If you reference a warranty that has a limitation, it is sufficient to reference it on the ad.
108. Nilou is a new advertiser looking to set up her first campaign. Which of the following methods would be the best for her to consider to create her first campaign?
109. Which of the following ad copy examples would meet Amazon’s language and tone policies?
110. Which is the most appropriate claim to include in a sponsored ad running in May 2022?
111. An image or video of a woman in a bikini may be used to promote bikinis, but the same image or video cannot be used to promote a car because a woman in a bikini is not relevant to a vehicle.
112. Sports Lab would like to show their ad to shoppers who view the detail pages of products similar to yours.
113. Which of the following options allows you to edit multiple campaigns simultaneously using a spreadsheet?
114. True or false? The following promotional messaging is permitted for a Sponsored Brands ad: Get this full-sized and travel-sized body wash now through Father’s Day.
115. Which of the following is not part of brand logo guidelines for sponsored brands?
116. Which of the following headline examples would meet Amazon’s copy policies for an ad promoting a flannel shirt?
117. Kwame is setting up a store’s page for his brand of wrist watches and wants to create new promotional language. Which of the following promotional messages are not permitted on a brand’s stores page?

True or false? CTAs for sponsored ads are required.

• False
• True

===   Bonus: 5 Additional Amazon Assessment Files. In addition to this certification exam answer file, below you’ll find 5 Amazon assessments. Earn your achievements easily.

Annex 1 - Sponsored ads for KDP authors assessment answers

Annex 2 - Measure campaigns with Amazon Attribution (vendor) assessment answers Annex 3 - Measure campaigns with Amazon Attribution (seller) assessment answers Annex 4 - Launch your first campaign in the Amazon DSP assessment answers Annex 5 - Leverage Stores for brand awareness assessment answers

Annex 1 - Sponsored ads for KDP authors assessment answers

Campaign efficiency is measured by ___. Select all that apply. Select All Correct Responses

• ACOS
• KENP
• Impressions
• CTR

Sponsored products are generally used for which objective?

• To reach customers with high purchase intent
• To reengage previous customers
• To increase brand awareness
• To drive customer loyalty

A KDP author wants to advertise a newly released series with a Sponsored Brands campaign. They target the ASINs of their well-known best selling titles. Which targeting method are they using?

• Targeting by category
• Targeting by keyword
• All of these
• Targeting by individual product

Brand or author awareness is measured by ___.

• ACOS
• Impressions
• CTR
• KENP

Ramona wants to promote her best selling graphic novel with creative that showcases just that title. Which sponsored ad could help her ensure she is appearing in shopping results and related product detail pages in order to drive sales?

• Sponsored Products
• Sponsored Brands

If a KDP author has a goal to maximize brand awareness, which of the following is the recommendation for selecting ASINs?

• Add only best selling ASINs
• None of these
• Add more strong ASINs
• Add 5 ASINs per campaign

Muriel wants to find new keywords to add to her existing campaigns advertising her crime novels. Which downloadable report should they use to inform their direction?

• search term report
• advertised product report
• targeting report
• performance over time report
• placement report

Dean wants to highlight the three titles in his fantasy trilogy. Which sponsored ad could he use to achieve this?

• Sponsored Products
• Sponsored Brands

Georgeanne is optimizing her children's books campaign and wants to increase brand awareness. Which of the following is the best strategy to achieve this goal?

• decrease bids on low performing keywords
• add new keywords
• add negative keywords
• remove underperforming keywords

Omar writes science fiction novels. He notices he has been paying for clicks when customers search for "science textbooks." Which keyword match type should Omar use to ensure ads are not served to customers searching for science textbooks?

• broad match
• phrase match
• exact match
• negative phrase match

Janice has set up a sponsored ad for her new series of cookbooks. She has selected the keyword "computer" for this ad. Which principle explains why her ad may not display?

• cost-per-click
• relevancy
• engagement
• ad spend

Which targeting method is better suited to help authors stay on top of search trends and discover new keywords that are generating clicks and sales?

• Automatic targeting
• Manual targeting

Santiago is running a Sponsored Products campaign with a daily budget of $20. On Tuesday, the campaign spent $20. Based on this, which of the following would be a true statement?

• the campaign automatically continued running on Tuesday
• the campaign paused until Santiago increased the budget on Wednesday the campaign automatically ended on Tuesday
• the campaign paused until automatically resuming on Wednesday

Juan’s advertising goal is sales efficiency. What optimizations should he make to his campaign? Select all that apply. Select All Correct Responses

• Increase bids on keywords with high ACOS
• Decrease bids on keywords with low KENP reads or royalties
• Decrease bids on keywords with high ACOS
• Increase bids on keywords with high impressions

Spencer analyzed performance for his Sponsored Products campaign for mystery thriller books and realized that they are running out of budget every day. If he cannot increase his budget, what alternative action(s) would be appropriate? (select all that apply) Select All Correct Responses

• Increase bids on under performing keywords
• Pause the campaign since it can't run through the day
• Decrease bids on under performing keywords
• Remove low performing keywords

Wesley has been advertising his graphic design books on Amazon for over a year. He notices the campaign performance has been slightly declining, and he wants to know which keywords aren't performing well. Which downloadable report should he use?

• targeting report
• placement report
• advertised product report
• search term report

Annex 2 - Measure campaigns with Amazon Attribution (vendor) assessment answers

Which sentence best describes what Amazon Attribution enables advertiser to accomplish?

• Amazon Attribution enables advertisers to understand how their non-Amazon Advertising media impacts customer engagement with their brand on Amazon.
• Amazon Attribution allows for advertisers to upload media from other sources to Amazon properties. Amazon Attribution allows for performance measurement of ads on Amazon properties.
• Amazon Attribution enables advertisers to understand how their Amazon advertising media performs on non-Amazon properties.

Amazon Attribution allows advertises to measure their non-Amazon media and report on Amazon conversion metrics, including sales.

• False
• True

Amazon Attribution allows advertisers to measure their search, social, display, video, and email non-Amazon media channels.

• False
• True

What are benefits of observing which Amazon audiences are reached by your non-Amazon ads? Select all that apply. Select All Correct Responses

• Test and learn; discover new audiences to reach.
• Validate assumptions about your targeted audiences. Confirm you are reaching your intended audiences.
• Create retargeting audiences within Amazon Attribution
• Identify Amazon audiences to target within Amazon DSP.

Which sentence below best describes how ads are measured using Amazon Attribution?

• Attribution tags are created by users in the Amazon Attribution console and placed in the advertiser’s ad server; Amazon Attribution reporting is made available within the advertiser’s ad server.
• Attribution tags are created within the self-service Amazon Attribution console; tags are placed on ads, and Amazon conversions are reported within the Amazon Attribution console and exportable Excel reports.
• You cannot use attribution tags to measure performance in Amazon Attribution. Ads are measured by a 3rd party and imported into the Amazon Attribution console.

Which of the below are ways advertisers can measure their non-Amazon ads with Amazon Attribution? Select all that apply. Select All Correct Responses

• By uploading my advertiser site data to Amazon Attribution.
• By manually creating attribution tags, one by one. To do so, advertisers can create an order, select products to measure, then create and line items to track different campaigns or strategies.
• By using bulk operations to create tags for Google Ads campaigns. To do so, advertisers upload their campaign information into Amazon Attribution, then upload their tag sheet into their campaign manager.
• By using Pixel Applier to save time tagging on my Google Campaign Manager (GCM) display or video campaigns. To do so, advertisers first download the Pixel Applier browser extension and then sync their GCM campaign with the click of a button.

Choose the best answer that describes promoted conversion metrics.

• Detail page views of all products Impressions from your ad campaign
• Amazon Attribution metrics that correspond only to the specific products associated to an Order and its attribution tags.
• Add to cart rates of select products

When measuring campaigns using Amazon Attribution, what is the next step after creating an order?

• Copying your attribution tag to append on your ad as the click-through URL.
• Creating line items, which generates attribution tags that are placed on ads.
• Naming your order.
• Generating a report to validate that you are measuring all your ad’s clicks correctly.

ASINs, or products, within the Amazon Attribution console are selected at the order level.

• False
• True

Attribution tags are generated when you create line items.

• True
• False

Attribution contention occurs at the order level; attribution tags within the same order compete with each other for attribution.

• False
• True

Attribution contention occurs at the product, or ASIN, level; if you select the same products in multiple orders, your attribution tags with the same promoted products will be eligible with each other for attribution.

• False
• True

Which type of Amazon Attribution report would you use to view your keyword level Google Ads performance?

• Keyword creative report Summary report Performance report
• Order summary report

Attribution tags should be placed on both Amazon and non-Amazon ads.

• True
• False

Which sentence best describes the insights gained from reviewing the total detail page view rate (DPVR) metric?

• A percentage chance of a shopper purchasing the product when they click on your ad.
• An understanding of initial awareness for your product from your advertising campaign.
• Understand how many add to carts, on average, shoppers make after viewing or clicking on your ads.
• Understand how many product page views, on average, customers shoppers visit after viewing or clicking on your ads.

Sri is an advertiser interested in improving her media’s performance by generating more Add to carts with her non-Amazon Advertising media. Which recommendation would you make for her?

• None of these.
• Focus on your ads that help drive the least expensive cost per ATC, and invest less in ads that help drive the highest cost per ATC.
• Focus on your ads that help drive the highest total ATCR and invest less in ads that contribute the lowest ATCR.
• Focus on your ads that help drive the lowest ATCR, but drive higher DPVR

Marta is an advertiser running campaigns focused on improving consideration metrics of their promoted and brand halo products. Which metrics would be most useful to measure consideration from her campaign?

• Click-through rate
• Detail page views, Detail Page view rate, Add to carts, Add to cart rate
• Total DPVs, Total DPVR, Total Add to carts, Total ATCR
• Impressions

How can advertisers calculate return on ad spend and other cost based metrics?

• It is not possible to calculate Return on ad spend and other cost based metrics.
• Return on ad spend and other cost based metrics are available within your Amazon Attribution console.
• Calculate cost efficiency metrics, such as Return on ad spend, Cost per purchase, and Cost per DPV, by exporting your Amazon Attribution reporting and adding in your media cost offline.
• Register for Amazon Attribution cost reports.

Annex 3 - Measure campaigns with Amazon Attribution (seller) assessment answers

Which sentence best describes what Amazon Attribution enables advertiser to accomplish?

• Amazon Attribution enables advertisers to understand how their Amazon advertising media performs on non-Amazon properties.
• Amazon Attribution enables advertisers to understand how their non-Amazon Advertising media impacts customer engagement with their brand on Amazon.
• Amazon Attribution allows for performance measurement of ads on Amazon properties.
• Amazon Attribution allows for advertisers to upload media from other sources to Amazon properties.

Amazon Attribution allows advertises to measure their non-Amazon media and report on Amazon conversion metrics, including sales.

• True
• False

Amazon Attribution allows advertisers to measure their search, social, display, video, and email non-Amazon media channels.

• False
• True

Which sentence below best describes how ads are measured using Amazon Attribution?

• Ads are measured by a 3rd party and imported into the Amazon Attribution console.Add to cart rates of select products. You cannot use attribution tags to measure performance in Amazon Attribution.
• Attribution tags are created within the self-service Amazon Attribution console; tags are placed on ads as a their click-through URL, and clicks/conversions are reported within the Amazon Attribution console and exportable Excel reports.
• Attribution tags are created by users in the Amazon Attribution console and placed in the advertiser’s ad server; Amazon Attribution reporting is available within the advertiser’s ad server.

Choose the best description for promoted conversion metrics.

• Add to cart rates of select products.
• Impressions from your ad campaign.
• Amazon Attribution metrics that correspond only to the specific ASINs associated to an Order and its attribution tags.
• Detail page views of all products.

When measuring campaigns using Amazon Attribution, what is the next step after you create an order?

• Generate a report to validate that you are measuring all your ad’s clicks correctly.
• Copy your attribution tag to append on your ad as the click-through URL.
• Name your order.
• Create line items, which generates attribution tags that are placed on ads.

ASINs within the Amazon Attribution console are promoted at the Order level.

• True
• False

Attribution tags are generated when you create line items.

• False
• True

Attribution contention occurs at the Order level, which means attribution tags within the same order compete with each other for attribution.

• True
• False

Attribution contention occurs at the ASIN level. This means if you promote the same ASINs across multiple orders your attribution tags with the same promoted ASINs will be eligible with each other for attribution.

• True
• False

Choose the correct answer. Which type of Amazon Attribution report would you use to view your keyword level Google Ads performance?

• Keyword creative report
• Summary report
• Order summary report
• Performance report

Attribution tags should be placed on both Amazon and non-Amazon Advertising ads.

• True
• False

Which of the following best describes the insights gained from reviewing the Total Detail Page View Rate (DPVR) metric?

• Used for an understanding of initial awareness for your product from your advertising campaign.
• Provide a percentage chance of a shopper purchasing the product when they click on your ad.
• Used to understand how many product page views, on average, customers shoppers visit after clicking on your ads that direct to Amazon.
• Used to understand how many add to carts, on average, shoppers make after clicking on your ads that direct to Amazon.

Sri is an advertiser interested in improving her media’s performance by generating more "add to carts" with her non-Amazon Advertising media. Which recommendation would you make for her?

• None of the above.
• Focus on your ads that help drive the least expensive cost per ATC, and invest less in ads that help drive the highest cost per ATC.
• Focus on your ads that he lp drive the highest total ATCR and invest less in ads that contribute the lowest ATCR.
• Focus on your ads that help drive the lowest ATCR, but drive higher DPVR.

Marta is an advertiser focused on improving consideration metrics of her promoted and brand halo ASINs. Which metrics would be most useful to measure consideration from her campaign?

• Detail page views, Detail Page view rate, Add to carts, Add to cart rate
• Total DPVs, Total DPVR, Total Add to carts, Total ATCR
• Click-through rate
• Impressions

Annex 4 - Launch your first campaign in the Amazon DSP assessment answers

Which is the correct hierarchy within the Amazon DSP?

• Advertiser > Entity > Order > Line item
• Order > Line item > Entity > Advertiser
• Entity > Advertiser > Order > Line item
• Advertiser > Line item > Entity > Order

Once you create a new advertiser, you will need to notify your Amazon representative for approval.

• True
• False

You want to leverage the automated optimization feature for the majority of line items in an order, but you do have a specific need for spend on one line item. Which of the following is the best solution for you?

• Turn off "automatically optimize line item budgets"
• Turn on "automatically optimize line item budgets" and opt out that one line item
• Turn on "automatically optimize line item budgets" and allow all line items to be automatically optimized

For which reason(s) might you add a new pixel to your order?

• Track conversions and contribute them to the right audience
• Build audiences based on traffic to your website
• Either / both of these
• Neither of these

Which is Amazon's recommendation regarding a line item's supply sources?

• Separate line items based on the supply source
• Use all available supply sources for each line item

You want to use a targeting segment that includes (A) Age 25-24 and (B) Device tablet. Which targeting expression would you use?

• Including any audiences (A or B)
• Including all audiences (A and B)
• Including a single audience (A)
• Excluding all audiences (not A and not B)

Which of the following refers to the line item setting that increases delivery during the first half of the campaign (up to 25%), then up to 5% during the second half?

• Frontloaded pacing profile
• Evenly pacing profile
• Catch-up boost
• Budget cap

Match each campaign goal with the appropriate optimization type.

1. Detail page view rate (DPVR)
2. Cost per aquisition
3. Return on ad spend (ROAS)
4. Click-through rate (CTR)

• Purchase
• Click
• Pixel conversion
• Detail page view (DPV)

Which of the following is a requirement for all Amazon DSP advertisements? Select All Correct Responses

• Creative must feature a picture of the advertised product
• Advertisements must be visually distinct from page content
• Advertisements must feature the Amazon logo
• Advertisements must have a clear call-to-action

Place the steps of the creative approval process in the correct order, from start to finish.

• The advertiser assigns a creative to a line item that has not
• The creative approval process is
• The creative scanner looks at the creative and the 3P vendors used in the context of the line items that it's associated
• The creative is approved or

Annex 5 - Leverage Stores for brand awareness assessment answers

Which of the following are features of the Store builder? Select All Correct Responses

• Allows you to add text, images, and ASINs
• Makes it easy for you to update on a regular basis
• Provides an HTML editor for customization
• Provides templates, widgets, and tiles

Stores do not require a minimum spend.

• True
• False

When setting up your Store, which tactic can encourage targeted exploration?

• Use the “Add link” function on clickable content
• Structure your pages to drill down from broader categories to more specific products
• Employ hero ASINs, featuring unique ASINs or new products

What is the recommendation for using full-width images?

• Use them frequently, on all pages
• Only include them in strategic places

Which of the following pieces of content could cause your Store to be rejected? Select All Correct Responses

• "Voted 'Best brand in the US' according to The Times, Nov 27, 2017"
• Buy NOW to save 20% of your purchase!
• Discover our savings
• Best online computer store in all of Europe!

Which of the following items are allowed in your Store? Select All Correct Responses

• CTA stating “Learn more”
• CTA stating “Click here”
• Amazon UI elements within an image
• A subpage titled “Deals” used exclusively to promote active deals

Stores can include contact information such as phone numbers, emails, or physical addresses.

• True
• False

Which of the following is considered paid traffic?

• Sponsored Brands
• Social media Your own website

Which method has shown better return on ad spend (ROAS), according to Amazon data, 2018?

• Linking a Sponsored Brand campaign to a product list page
• Linking a Sponsored Brand campaign to a Store

What might you do to optimize Store pages with high conversions but low views?

• Add a product grid
• Ensure there are no dead links within the Store
• Update product images
• Increase promotion using Sponsored Brands

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