Digital Marketing Certification Course Exam Questions & Answers (DMCCEQA)

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Amazon DSP Certification Assessment Answers 2022

The Amazon DSP Certification validates an individual's proficiency in Amazon Ads programmatic offerings. Topics include Amazon DSP audience solutions, supply quality, campaign setup, supply, ad policy, and campaign performance and optimization. This certification is best suited for advertisers or agency professionals who leverage Amazon DSP.

Courses for certification

The courses below are designed to help you prepare for the Certification Assessment. Completion of these courses is not required for taking the assessment.

  1. Introduction to Amazon DSP
  2. Get started with Amazon DSP audience solutions
  3. Set up your Amazon DSP campaign
  4. Build compliant ads for Amazon DSP campaigns
  5. Learn about Amazon DSP supply quality
  6. Analyze your Amazon DSP campaign performance
  7. Optimize your campaigns in Amazon DSP

Survey

Certification assessment

Amazon DSP Certification : Learning console
https://learningconsole.amazonadvertising.com/student/path/1532-amazon-dsp-certification

Questions & Answers

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?

  1. Targeting by category
  2. Targeting by keyword
  3. All of these
  4. Targeting by individual product

Correct Answer:

  • Targeting by individual product

A campaign had a ROAS goal of $3.50 or higher, and a CPM goal of less than $1.75. Using the following report, select the statement that is true.

  1. GreenTree mobile met both campaign goals
  2. GreenTree-BTF met both campaign goals
  3. GreenTree -ATF did not meet the ROAS goal.
  4. GreenTree video met the CPM goal but did not meet the ROAS goal.

Correct Answer:

  • GreenTree mobile met both campaign goals

Antonio has a line-item that is under-delivering. Which of the following manual optimization tactics should he consider? (Select 2)

  1. Decrease bids
  2. Relax the viewability setting
  3. Select any unchecked supply sources
  4. Decrease frequency caps

Correct Answer:

  • Relax the viewability setting
  • Select any unchecked supply sources

At which point during the campaign management timeline should an advertiser use manual optimization levers?

  1. After reviewing campaign insights
  2. Immediately after setting up the campaign
  3. Before setting up the campaign
  4. Before pulling downloadable reports

Correct Answer:

  • After reviewing campaign insights

Brand or author awareness is measured by ___.

  1. ACOS
  2. Impressions
  3. CTR
  4. KENP

Correct Answer:

  • Impressions

Bree has set up a campaign in the Amazon DSP which utilizes a deal ID. What supply is she leveraging?

  1. Amazon O&O properties
  2. Third-party exchanges
  3. Amazon Publisher Services (APS)
  4. Private marketplaces (PMPs)

Correct Answer:

  • Private marketplaces (PMPs)

Campaign efficiency is measured by ___. Select all that apply.

  1. ACOS
  2. KENP
  3. Impressions
  4. CTR

Correct Answer:

  • ACOS
  • KENP
  • CTR

Choose the best answer that describes promoted conversion metrics.

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

Correct Answer:

  • Amazon Attribution metrics that correspond only to the specific products associated to an Order and its attribution tags.

For which advertising method are prices negotiated and based on a fixed CPM with no auction involved?

  1. Programmatic advertising
  2. Direct advertising

Correct Answer:

  • Direct advertising

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

  1. Track conversions and contribute them to the right audience
  2. Build audiences based on traffic to your website
  3. Either / both of these
  4. Neither of these

Correct Answer:

  • Either / both of these

For which scenario(s) should an advertiser consider optimization?

  1. The line item is achieving its performance goal but has potential to perform better.
  2. The line item is spending its budget at an optimal pace.
  3. The line item is not achieving its desired KPI or goal.
  4. The line item is not spending enough of the allocated budget.

Correct Answer:

  • The line item is achieving its performance goal but has potential to perform better.
  • The line item is not achieving its desired KPI or goal.
  • The line item is not spending enough of the allocated budget.

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?

  1. decrease bids on low performing keywords
  2. add new keywords
  3. add negative keywords
  4. remove underperforming keywords

Correct Answer:

  • add new keywords

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

  1. It is not possible to calculate Return on ad spend and other cost based metrics.
  2. Return on ad spend and other cost based metrics are available within your Amazon Attribution console.
  3. 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.
  4. Register for Amazon Attribution cost reports.

Correct Answer:

  • 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.

IMDb is an example of which type of supply source?

  1. Amazon O&O properties
  2. Private marketplaces (PMPs)
  3. Amazon Publisher Services (APS)
  4. Third-party exchanges

Correct Answer:

  • Amazon O&O properties

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

  1. Add only best selling ASINs
  2. None of these
  3. Add more strong ASINs
  4. Add 5 ASINs per campaign

Correct Answer:

  • Add more strong ASINs

Joaquin is launching a campaign for his client, TinyFeet, and only wants to buy fixed-price inventory. Which of the following options should he choose?

  1. Open exchange
  2. PMP private auction
  3. Amazon Publisher Services (APS)
  4. PMP preferred deal

Correct Answer:

  • PMP preferred deal

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

  1. Increase bids on keywords with high ACOS
  2. Decrease bids on keywords with low KENP reads or royalties
  3. Decrease bids on keywords with high ACOS
  4. Increase bids on keywords with high impressions

Correct Answer:

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

Kris is managing a campaign where one of the line items is beating the performance goal, yet underdelivering. Which of the following is the recommended approach?

  1. Shift budget from that line item to higher performing line items.
  2. Increase frequency cap on that line item to serve more impressions.
  3. Decrease frequency cap on that line item to serve less impressions.
  4. Maintain bids and frequency caps.

Correct Answer:

  • Increase frequency cap on that line item to serve more impressions.

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?

  1. Click-through rate
  2. Detail page views, Detail Page view rate, Add to carts, Add to cart rate
  3. Total DPVs, Total DPVR, Total Add to carts, Total ATCR
  4. Impressions

Correct Answer:

  • Total DPVs, Total DPVR, Total Add to carts, Total ATCR

Martina is managing a campaign that isn’t tracking toward the intended goal. What is the recommended approach?

  1. Martina should only leverage manual optimization tactics.
  2. Martina should only leverage automatic optimization.
  3. Martina should leverage automatic and manual optimization strategies.
  4. Martina does not need to employ any optimization strategies.

Correct Answer:

  • Martina should leverage automatic and manual optimization strategies.

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)

Correct Order:

  • Detail page view (DPV) (1)
  • Pixel conversion (2)
  • Purchase (3)
  • Click (4)

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?

  1. search term report
  2. advertised product report
  3. targeting report
  4. performance over time report
  5. placement report

Correct Answer:

  • search term report

Olga has several line items under her campaign. Two of the line items are underdelivering and not meeting performance goals, while two are high-performing. Which of the following is the recommended optimization strategy?

  1. Shift budget from high-performing line items to the underperforming/underdelivering line items.
  2. Adjust frequency caps on the underdelivering/underperforming line items to serve more impressions
  3. Shift budget from the underperforming and underdelivering line items to higher performing line items that are scaling.
  4. Adjust frequency caps on the underdelivering/underperforming line items to serve less impressions

Correct Answer:

  • Shift budget from the underperforming and underdelivering line items to higher performing line items that are scaling.

Opal is introducing the Amazon DSP to her team. Which of the following points should she include in her presentation?

  1. Advertisers can access comprehensive and unique inventory that is not available via other DSPs.
  2. The Amazon DSP monitors for brand safety, traffic quality, viewability and 3rd party supply quality.
  3. The Amazon DSP only offers manual optimization.
  4. The Amazon DSP enables advertisers to leverage Amazon’s first-party insights.

Correct Answer:

  • Advertisers can access comprehensive and unique inventory that is not available via other DSPs.
  • The Amazon DSP monitors for brand safety, traffic quality, viewability and 3rd party supply quality.
  • The Amazon DSP enables advertisers to leverage Amazon’s first-party insights.

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

  1. The advertiser assigns a creative to a line item that has not ended.
  2. The creative approval process is initiated.
  3. The creative scanner looks at the creative and the 3P vendors used in the context of the line items that it’s associated to.
  4. The creative is approved or rejected.

Correct Answer:

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

Reid wants to review how well his campaign is performing toward an awareness goal. Which of these metrics will be most relevant to him? (Select 2)

  1. Add to cart
  2. Click-through rate
  3. Impressions served
  4. Brand halo

Correct Answer:

  • Click-through rate
  • Impressions served

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?

  1. the campaign automatically continued running on Tuesday
  2. the campaign paused until Santiago increased the budget on Wednesday
  3. the campaign automatically ended on Tuesday
  4. the campaign paused until automatically resuming on Wednesday

Correct Answer:

  • the campaign paused until automatically resuming on Wednesday

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)

  1. Increase bids on under performing keywords
  2. Pause the campaign since it can’t run through the day
  3. Decrease bids on under performing keywords
  4. Remove low performing keywords

Correct Answer:

  • Decrease bids on under performing keywords
  • Remove low performing keywords

Sponsored products are generally used for which objective?

  1. To reach customers with high purchase intent
  2. To reengage previous customers
  3. To increase brand awareness
  4. To drive customer loyalty

Correct Answer:

  • To reach customers with high purchase intent

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?

  1. None of these.
  2. 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.
  3. Focus on your ads that help drive the highest total ATCR and invest less in ads that contribute the lowest ATCR.
  4. Focus on your ads that help drive the lowest ATCR, but drive higher DPVR

Correct Answer:

  • Focus on your ads that help drive the highest total ATCR and invest less in ads that contribute the lowest ATCR.

Stores do not require a minimum spend.

  1. True
  2. False

Correct Answer:

  • True

The Amazon DSP automated budget optimization allocates budgets based on which of the following?

  1. Type of creative selected
  2. Duration of campaign
  3. KPIs selected for an order
  4. Supply selected for a line item

Correct Answer:

  • KPIs selected for an order

The World Times, a publisher, has set their inventory’s price floor to $1.00. Advertiser A bids $0.89, Advertiser B bids $1.04, and Advertiser C bids $1.11. What is the outcome in a first-price auction?

  1. Advertiser A wins and pays $1.04
  2. Advertiser C wins and pays $1.11
  3. Advertiser C wins and pays $1.05
  4. Advertiser B wins and pays $1.11

Correct Answer:

  • Advertiser C wins and pays $1.11

The World Times, a publisher, has set their inventory’s price floor to $1.05. Advertiser A bids $0.93, Advertiser B bids $1.14, and Advertiser C bids $1.19. What is the most likely outcome in a second-price auction?

  1. Advertiser B wins and pays $1.19
  2. Advertiser C wins and pays $1.19
  3. Advertiser C wins and pays $1.15
  4. Advertiser B wins and pays $1.14

Correct Answer:

  • Advertiser C wins and pays $1.15

The reporting and analysis hub transforms which two reports into a graphical analysis of campaign reporting?

  1. 3P vendor and deal
  2. Audience segmentation and all data
  3. Performance and audience segmentation
  4. Performance and all data

Correct Answer:

  • Performance and audience segmentation

Third-party exchanges rely on which buying method?

  1. Open auction
  2. Private auction
  3. fixed auction

Correct Answer:

  • Open auction

Using the following report, which audience segment might the campaign manager choose to add to their targeting approach?

  1. LS – Drama Movie Interest
  2. LS – Music, Movies, TV Fans
  3. LS – Parents with Children in Household
  4. LS – Sports Fans

Correct Answer:

  • LS – Sports Fans

Using the following report, which audience segment might the campaign manager choose to remove from their targeting approach?

  1. IM – Exercise & fitness Apparel
  2. LS – Parents with Children in Household
  3. LS – Music, Movies, TV Fans
  4. LS – Sci-fi Interest

Correct Answer:

  • LS – Parents with Children in Household

Violet is reviewing her campaign report and notices high detail page views (DPV) but low purchase rates. Which of the following is indicated by such results?

  1. Shoppers are not moving from the consideration to purchase stage.
  2. Shoppers are not moving from the purchase to advocacy stage.
  3. Shoppers are not moving from the advocacy to loyalty stage.
  4. Shoppers are not moving from the awareness to consideration stage.

Correct Answer:

  • Shoppers are not moving from the consideration to purchase stage.

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

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

Correct Answer:

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

What does Amazon strive for through its ad policies? (Select 2)

  1. Ensure ads drive purchases with every click
  2. Allow advertisers to effectively communicate their message
  3. Ensure ads are seen by a broad audience
  4. Ensure customer experience is relevant and enjoyable

Correct Answer:

  • Allow advertisers to effectively communicate their message
  • Ensure customer experience is relevant and enjoyable

What does the ASIN selected for a display ad with e-commerce creative require in order to be within Amazon’s ad policies?

  1. 5+ reviews and a 3.5+ star rating
  2. 50+ reviews and a 4.0+ star rating
  3. 15+ reviews and a 3.5+ star rating
  4. 30+ reviews and a 4.5+ star rating

Correct Answer:

  • 15+ reviews and a 3.5+ star rating

What is the recommendation for using full-width images?

  1. Use them frequently, on all pages
  2. Only include them in strategic places

Correct Answer:

  • Only include them in strategic places

What is the value of Amazon’s pre-bid analysis? (Select 2)

  1. It reduces the risk of bidding on suspicious impressions
  2. Amazon does not perform pre-bid analysis
  3. It removes fraudulent elements after an impression is served
  4. It filters out robotic bid requests

Correct Answer:

  • It reduces the risk of bidding on suspicious impressions
  • It filters out robotic bid requests

What method(s) of optimization does the Amazon DSP offer?

  1. Manual optimizations
  2. Automatic optimizations
  3. Neither of these

Correct Answer:

  • Manual optimizations
  • Automatic optimizations

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

  1. Add a product grid
  2. Ensure there are no dead links within the Store
  3. Update product images
  4. Increase promotion using Sponsored Brands

Correct Answer:

  • Increase promotion using Sponsored Brands

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

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

Correct Answer:

  • Creating line items, which generates attribution tags that are placed on ads.

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

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

Correct Answer:

  • Structure your pages to drill down from broader categories to more specific products

When shoppers click on an ad and are directed to an advertiser’s product detail page on Amazon, which customer flow is this?

  1. Link in customer flow
  2. Link out customer flow

Correct Answer:

  • Link in customer flow

When should an advertiser care most about brand halo metrics?

  1. When reviewing a campaign’s performance toward an awareness goal.
  2. When reviewing a campaign’s performance toward a purchase goal.
  3. When reviewing a campaign’s performance toward a consideration goal.
  4. An advertiser never needs to review brand halo metrics.

Correct Answer:

  • When reviewing a campaign’s performance toward a purchase goal.

Which KPIs are associated with an awareness goal? (Select 3)

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

Correct Answer:

  • Brand lift
  • Detail page view rate (DPVR)
  • Click-through rate (CTR)

Which advertising method may involve real-time bidding?

  1. Programmatic advertising
  2. Direct advertising

Correct Answer:

  • Programmatic advertising

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

  1. Separate line items based on the supply source
  2. Use all available supply sources for each line item

Correct Answer:

  • Separate line items based on the supply source

Which is the correct hierarchy within the Amazon DSP?

  1. Advertiser > Entity > Order > Line item
  2. Order > Line item > Entity > Advertiser
  3. Entity > Advertiser > Order > Line item
  4. Advertiser > Line item > Entity > Order

Correct Answer:

  • Entity > Advertiser > Order > Line item

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

  1. Linking a Sponsored Brand campaign to a product list page
  2. Linking a Sponsored Brand campaign to a Store

Correct Answer:

  • Linking a Sponsored Brand campaign to a Store

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

  1. By uploading my advertiser site data to Amazon Attribution.
  2. 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.
  3. 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.
  4. 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.

Correct Answer:

  • 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.

Which of the following are benefits of Amazon’s automatic optimization? (Select 2)

  1. Speed: decisions made within nanoseconds
  2. Customization: adjust levers as needed
  3. Granularity: every impression is evaluated
  4. Amazon does not offer automatic optimization

Correct Answer:

  • Speed: decisions made within nanoseconds
  • Granularity: every impression is evaluated

Which of the following are features of the Store builder?

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

Correct Answer:

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

Which of the following are variables that may affect campaign performance?

  1. all of these
  2. Poor customer reviews
  3. Out-of-stock issues
  4. Prime Day

Correct Answer:

  • all of these

Which of the following audiences can be reached using the Amazon DSP?

  1. Advertiser hashed audiences
  2. Amazon audiences
  3. Advertiser audiences from a pixel
  4. Advertiser audiences from a DMP

Correct Answer:

  • Advertiser hashed audiences
  • Amazon audiences
  • Advertiser audiences from a pixel
  • Advertiser audiences from a DMP

Which of the following best describes the core value behind Amazon’s ad policies?

  1. Follow industry trends
  2. Adhere to strict guidelines
  3. Maintain high standards
  4. Maintain a positive customer experience for Amazon shoppers

Correct Answer:

  • Maintain a positive customer experience for Amazon shoppers

Which of the following copy is most likely to be compliant with Amazon’s creative acceptance policies?

  1. UNMISSABLE SUMMER DEALS!
  2. Upgrade today
  3. Shop now!
  4. Hurry while supplies last

Correct Answer:

  • Upgrade today

Which of the following describes Amazon Publisher Services (APS)? (Select 2)

  1. Invitation-only marketplace allowing select buyers to bid on impressions
  2. Amazon’s marketplace of 10,000+ directly integrated sites and apps
  3. Code is placed directly on participating websites and apps
  4. Exclusive supply sources available in the Amazon DSP

Correct Answer:

  • Amazon’s marketplace of 10,000+ directly integrated sites and apps
  • Code is placed directly on participating websites and apps

Which of the following describes the viewability standard used by the Amazon DSP?

  1. 10% of pixels in view for at least 2 seconds
  2. 100% of pixels in view for at least 1 second
  3. 50% of pixels in view for at least 3 seconds
  4. 50% of pixels in view for at least 1 second

Correct Answer:

  • 50% of pixels in view for at least 1 second

Which of the following is NOT a true statement?

  1. The majority of programmatic ads are purchased using a CPM or dCPM model.
  2. The buying process for programmatic advertising is automated.
  3. Programmatic advertising analyzes each impression against an advertisers’ goals in real-time.
  4. Programmatic advertising relies on manual insertion orders and requests for proposals (RFPs).

Correct Answer:

  • Programmatic advertising relies on manual insertion orders and requests for proposals (RFPs).

Which of the following is a requirement for all Amazon DSP advertisements?

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

Correct Answer:

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

Which of the following is considered paid traffic?

  1. Sponsored Brands
  2. Social media
  3. Your own website

Correct Answer:

  • Sponsored Brands

Which of the following is the recommended optimization strategy for line items that are performing and delivering above goal?

  1. Increase bids and frequency caps on these line items
  2. Shift budget away from these line items to lower performing/delivering line items
  3. No action should be taken
  4. Maintain bids and frequency caps, and shift budget from underperforming/underdelivering line items to these line items

Correct Answer:

  • Maintain bids and frequency caps, and shift budget from underperforming/underdelivering line items to these line items

Which of the following items are allowed in your Store?

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

Correct Answer:

  • CTA stating “Learn more”
  • A subpage titled “Deals” used exclusively to promote active deals

Which of the following may not be compliant with Amazon’s creative acceptance policies? (Select 2)

  1. Animation that mimics user interaction, such as a moving cursor
  2. flashing or pulsating text
  3. Interactive elements that compliment the user experience
  4. Engaging animation that does not distract or deceive

Correct Answer:

  • Animation that mimics user interaction, such as a moving cursor
  • flashing or pulsating text

Which of the following metrics are non-ad-attributed?

  1. Add to cart
  2. Detail page view
  3. Retail insights
  4. Purchase

Correct Answer:

  • Retail insights

Which of the following pieces of content could cause your Store to be rejected?

  1. “Voted ‘Best brand in the US’ according to The Times, Nov 27, 2017”
  2. Buy NOW to save 20% of your purchase!
  3. Discover our savings
  4. Best online computer store in all of Europe!

Correct Answer:

  • Buy NOW to save 20% of your purchase!
  • Best online computer store in all of Europe!

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?

  1. Frontloaded pacing profile
  2. Evenly pacing profile
  3. Catch-up boost
  4. Budget cap

Correct Answer:

  • Frontloaded pacing profile

Which of the following statements about private marketplaces (PMPs) are true?

  1. PMPs are invitation-only marketplaces.
  2. PMPs allow advertisers broader access to third-party supply.
  3. PMPs leverage Amazon’s header-bidding integrations.
  4. PMPs extend the benefits of programmatic to specific publisher buys.

Correct Answer:

  • PMPs are invitation-only marketplaces.
  • PMPs allow advertisers broader access to third-party supply.
  • PMPs extend the benefits of programmatic to specific publisher buys.

Which of the following statements most closely describes automatic optimization in the Amazon DSP?

  1. It works to adjust viewability constraints based on campaign settings.
  2. It works to select the best supply options based on campaign settings.
  3. It works to adjust frequency caps based on a selected conversion type.
  4. It works to bid the best value for a given impression based on a selected conversion type.

Correct Answer:

  • It works to bid the best value for a given impression based on a selected conversion type.

Which of the following supply strategies may lead to better performance through the ability to scale and diversify formats and content?

  1. Select only auctioned supply
  2. Select only Amazon O&O properties
  3. Select all supply options
  4. Select only non-auctioned supply

Correct Answer:

  • Select all supply options

Which of these buying method provides advertisers higher priority to inventory?

  1. fixed price
  2. Open auction
  3. Private auction

Correct Answer:

  • fixed price

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

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

Correct Answer:

  • Understand how many product page views, on average, customers shoppers visit after viewing or clicking on your ads.

Which supply option consists of exclusive inventory available through the Amazon DSP?

  1. Amazon O&O properties
  2. Third-party exchanges
  3. Private marketplaces (PMPs)
  4. Amazon Publisher Services

Correct Answer:

  • Amazon O&O properties

Which supply option should an advertiser select to access inventory from Amazon’s direct publisher integration?

  1. Private marketplaces (PMPs)
  2. Amazon O&O properties
  3. Third-party exchanges
  4. Amazon Publisher Services (APS)

Correct Answer:

  • Amazon Publisher Services (APS)

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

  1. Keyword creative report
  2. Summary report
  3. Performance report
  4. Order summary report

Correct Answer:

  • Keyword creative report

Which type of advertiser(s) can leverage the Amazon DSP for link in campaigns?

  1. Advertisers of a service that Amazon does not offer
  2. Advertisers of a product under a category that Amazon does not offer
  3. Any advertiser
  4. Advertisers of brands that sell goods/services on Amazon

Correct Answer:

  • Advertisers of brands that sell goods/services on Amazon

Who incurs the cost of invalid impressions resulting from domain spoofing?

  1. Amazon
  2. The domain owner
  3. The advertisers

Correct Answer:

  • Amazon

Why is a call to action (CTA) not allowed in the custom image of a display ad with e-commerce creative?

  1. CTAs are not allowed in ads that appear off Amazon
  2. CTAs are not allowed in display ads
  3. The custom image should not duplicate information that is in the e-commerce section

Correct Answer:

  • The custom image should not duplicate information that is in the e-commerce section

Why should an advertiser upload all creative asset sizes that are available during campaign set up?

  1. To be able to optimize to the ones performing best
  2. To maximize viewability
  3. To reduce time needed to set-up the campaign
  4. To increase the campaign’s reach

Correct Answer:

  • To be able to optimize to the ones performing best

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?

  1. Turn off “automatically optimize line item budgets”
  2. Turn on “automatically optimize line item budgets” and opt out that one line item
  3. Turn on “automatically optimize line item budgets” and allow all line items to be automatically optimized

Correct Answer:

  • Turn on “automatically optimize line item budgets” and opt out that one 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?

  1. Including any audiences (A or B)
  2. Including all audiences (A and B)
  3. Including a single audience (A)
  4. Excluding all audiences (not A and not B)

Correct Answer:

  • Including all audiences (A and B)

Choose the best description for promoted conversion metrics.

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

Correct Answer:

  • Amazon Attribution metrics that correspond only to the specific ASINs associated to an Order and its attribution tags.

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

  1. Keyword creative report
  2. Summary report
  3. Order summary report
  4. Performance report

Correct Answer:

  • Keyword creative report

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?

  1. Detail page views, Detail Page view rate, Add to carts, Add to cart rate
  2. Total DPVs, Total DPVR, Total Add to carts, Total ATCR
  3. Click-through rate
  4. Impressions

Correct Answer:

  • Total DPVs, Total DPVR, Total Add to carts, Total ATCR

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?

  1. Focus on your ads that help drive the highest total ATCR and invest less in ads that contribute the lowest ATCR.
  2. None of the above.
  3. Focus on your ads that help drive the lowest ATCR, but drive higher DPVR.
  4. 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.

Correct Answer:

  • Focus on your ads that help drive the highest total ATCR and invest less in ads that contribute the lowest ATCR.

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

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

Correct Answer:

  • Create line items, which generates attribution tags that are placed on ads.

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

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

Correct Answer:

  • Used to understand how many product page views, on average, customers shoppers visit after clicking on your ads that direct to Amazon.

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

Options 1:

  1. Ads are measured by a 3rd party and imported into the Amazon Attribution console. Add to cart rates of select products.
  2. You cannot use attribution tags to measure performance in Amazon Attribution.
  3. 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.
  4. 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.

Correct Answer:

  • 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.

Options 2:

  1. 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.
  2. 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.
  3. You cannot use attribution tags to measure performance in Amazon Attribution.
  4. Ads are measured by a 3rd party and imported into the Amazon Attribution console.

Correct Answer:

  • 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.

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

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

Correct Answer:

  • Amazon Attribution enables advertisers to understand how their non-Amazon Advertising media impacts customer engagement with their brand on Amazon.

Which two variables are used by the auction to determine which ad will display?

  1. pixels, cost-per-click-bid
  2. ad type, budget
  3. cost-per-click bid, relevancy
  4. ad spend, relevancy

Correct Answer:

  • cost-per-click bid, relevancy

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