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Amazon DSP Certification Assessment Answers

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

Amazon O&O properties
Third-party exchanges
Amazon Publisher Services (APS)
Private marketplaces (PMPs)

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

Select All Correct Responses

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

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

Select All Correct Responses

Brand lift
Click-through rate (CTR)
Return on ad spend (ROAS)
Detail page view rate (DPVR)

True or false? Amazon makes decisions around ad policy in favor of long-term beneﬁts rather than short-term proﬁtability.

True
False

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

Select All Correct Responses

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

There was a viewable display ad on July 15th, a non-viewable video ad on July 22nd, and a viewable video ad on July 29th. The customer had clicked on the ﬁrst display ad on July 15th and purchased the product on August 5th. Which of the following receives the credit for conversion?

July 22nd non-viewable video ad
July 29th viewable video ad August 5th purchase
July 15th viewable display ad

A customer views an ad on April 1st, clicks the ad on April 4th, views the ad again on April 7th, and purchases the product on April 9th. Which of the following receives the credit for conversion?

April 1st impression
April 7th impression
April 9th purchase
April 4th click

Which of the following is NOT a true statement?

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

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

3P vendor and deal
Audience segmentation and all data
Performance and audience segmentation
Performance and all data

True or false? Amazon's ad policies are only relevant for ads served ON Amazon.

True
False

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?

Advertiser C wins and pays $1.19
Advertiser C wins and pays $1.15
Advertiser B wins and pays $1.14
Advertiser B wins and pays $1.19

At which point during the campaign management timeline should an advertiser establish KPIs?

Review
Setup
Optimize
Report

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

Select All Correct Responses

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

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?

Advertiser B wins and pays $1.11
Advertiser A wins and pays $1.04
Advertiser C wins and pays $1.05
Advertiser C wins and pays $1.11

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

Programmatic advertising
Direct advertising

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

Private marketplaces (PMPs)
Amazon O&O properties
Third-party exchanges
Amazon Publisher Services (APS)

When should an advertiser care most about brand halo metrics?

When reviewing a campaign's performance toward an awareness goal.
When reviewing a campaign's performance toward a purchase goal.
When reviewing a campaign's performance toward a consideration goal.
An advertiser never needs to review brand halo metrics.

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

Select All Correct Responses

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

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

Fixed price
Open auction
Private auction

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

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

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.

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

Flynn wants to download a report from the Amazon DSP which will allow him to view the performance on audiences his campaign reached, as well as those not directly reached. Which of the following reports should he choose for this use case?

Deal report Performance report 3P vendor report
Audience segmentation report

True or false? The metrics shown in the performance dashboard (interactive performance report) cannot be customized.

False
True

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

Select All Correct Responses

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 only offers manual optimization.
The Amazon DSP enables advertisers to leverage Amazon’s first-party insights.

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

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

Which pricing model allows advertisers to set a price range for any single impression?

CPM
CPC
dCPM

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

Link in customer flow
Link out customer flow

True or false? Supply via private marketplaces (PMPs) is only available to the Amazon DSP managed service users.

False
True

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)

Select All Correct Responses

Impressions served
Brand halo
Add to cart
Click-through rate

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

Select All Correct Responses

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

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

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

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?

Shoppers are not moving from the consideration to purchase stage.
Shoppers are not moving from the purchase to advocacy stage.
Shoppers are not moving from the advocacy to loyalty stage.
Shoppers are not moving from the awareness to consideration stage.

True or false? The Amazon DSP is only available in a self-service model.

True
False

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

30+ reviews and a 4.5+ star rating
15+ reviews and a 3.5+ star rating
50+ reviews and a 4.0+ star rating
5+ reviews and a 3.5+ star rating

There is a dedicated team that manually audits inventory for compliance with Amazon's quality standards.

False
True

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

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

There was a viewable video ad on September 25th, a non-viewable display ad on September 26th, a viewable video ad on October 1st, and a non-viewable display ad on October 3rd. The customer purchases the product on Oct 6th. Which of the following receives the credit for conversion?

October 1st
September 25th
September 26th
October 6th

IMDb is an example of which type of supply source?

Amazon O&O properties
Third-party exchanges
Amazon Publisher Services (APS)
Private marketplaces (PMPs)

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

Select All Correct Responses

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

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

Type of creative selected
Duration of campaign
KPIs selected for an order
Supply selected for a line item

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?

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

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

Select All Correct Responses

Animation that mimics user interaction, such as a moving cursor
Flashing or pulsating text
Interactive elements that compliment the user experience
Engaging animation that does not distract or deceive

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

After reviewing campaign insights
Before setting up the campaign
Immediately after setting up the campaign
Before pulling downloadable reports

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?

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

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

Amazon O&O properties Third-party exchanges Private marketplaces (PMPs) Amazon Publisher Services

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

Select All Correct Responses

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

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

To be able to optimize to the ones performing best
To maximize viewability
To reduce time needed to set-up the campaign
To increase the campaign's reach

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

all of these
Poor customer reviews
Out-of-stock issues
Prime Day

True or false? Auction buying is unguaranteed buying.

True
False

How long is Amazon's lookback window from the point of conversion, used in reporting ad-attributed metrics?

14 days
30 days
7 days
60 days

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

UNMISSABLE SUMMER DEALS!
Upgrade today
Shop now!
Hurry while supplies last

Hong has launched a campaign for his client which will run for 60 days. When is the earliest recommended time he should begin reviewing performance data toward optimization?

10 days
1 day
7 days
30 days

True or false? Advertisers are allowed to edit an Amazon customer review to appear in an ad if the review contains spelling or grammatical errors.

False
True

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

Select All Correct Responses

Decrease bids
Relax the viewability setting
Select any unchecked supply sources
Decrease frequency caps

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

LS – Parents with Children in Household
LS – Sci-fi Interest
LS – Music, Movies, TV Fans
IM – Exercise & Fitness Apparel

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

Select All Correct Responses

Manual optimizations
Automatic optimizations
Neither of these

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

Follow industry trends
Adhere to strict guidelines
Maintain high standards
Maintain a positive customer experience for Amazon shoppers

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?

Open exchange
PMP private auction
Amazon Publisher Services (APS)
PMP preferred deal

Third-party exchanges rely on which buying method?

Open auction
Private auction
Fixed auction

Charlotte is looking to launch a cross-device campaign to promote her brand. Is she able to achieve this with the Amazon DSP?

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

Select only auctioned supply
Select only Amazon O&O properties
Select all supply options
Select only non-auctioned supply

Overter is a ﬁnancial services company that does not sell products or services on Amazon. They are running a campaign on Amazon promoting a new credit card, where the ad directs users to an enrollment page off of Amazon. What type of campaign is this?

Link in campaign
Link out campaign

Which advertising method may involve real-time bidding?

Programmatic advertising
Direct advertising

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

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

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

Detail page view
Add to cart
Retail insights
Purchase

True or false? PMP preferred deals are an option that bypass auctions completely.

True
False

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

LS - Drama Movie Interest
LS - Music, Movies, TV Fans
LS - Parents with Children in Household
LS - Sports Fans

Amazon uses internally developed systems to detect and ﬁlter out invalid activity, such as robots that generate fake clicks.

True
False

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

Amazon
The domain owner
The advertisers

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

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

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

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

ad spend, relevancy
cost-per-click bid, relevancy
pixels, cost-per-click bid ad type, 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?

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?

performance over time report
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 Amazon advertising media performs on non-Amazon properties.
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 enables advertisers to understand how their non-Amazon Advertising media impacts customer engagement with their brand on Amazon.

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?

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 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.
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.

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 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.
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.

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?

Name your order.
Copy your attribution tag to append on your ad as the click-through URL.
Generate a report to validate that you are measuring all your ad’s clicks correctly.
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?

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

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.

Detail page view rate (DPVR)
Cost per aquisition
Return on ad spend (ROAS)
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?