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Amazon Sponsored Ads Certification Assessment Answers

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?

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

How is advertising cost of sales (ACOS) calculated?

ad spend x attributed sales
ad spend / attributed sales
ad spend / clicks
ad spend x clicks

True or false? Cancelled orders are not included in sales attribution metrics.

True
False

True or false? An advertiser can leverage the API to manage their sponsored ad campaign by working with a third-party integration provider.

False
True

Where will a customer be directed after clicking on a product featured in a Sponsored Brands ad?

The brand's webpage
The product detail page for that product
The brand's Store
The brand's campaign landing page

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)

Sponsored Products
Sponsored Brands

Which of the following search terms would be considered a phrase match for the keyword "cat litter?"

“pine kitty litter”
“litter for cats”
“feline clay litter”
“pine cat litter”

Which of the following choices would likely require the highest bid amount?

broad match
brand keyword
exact match
phrase match

True or false? Sponsored ads are bought by impression (CPM).

False
True

Which of the following automatic targeting options would show your ad to shoppers who view the detail pages of products similar to yours?

loose match
compliments
close match
substitutes

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?

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

True or false? Optimizing the enhanced content section can improve organic SEO.

False
True

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?

Koepp can improve the product images and description to more accurately reflect the product.
Koepp can help boost the number of reviews using the Amazon Vine program.
Koepp can act on the feedback by making product improvements that address the issue.
Koepp can add variations of the product.

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?

Lamar will be notified, but the campaign will continue to run.
The campaign will continue to run.
The campaign will end.
The campaign will pause until inventory is replenished.

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?

Automatic targeting
Manual targeting

Which of the following is an example of a brand halo conversion?

A customer clicks on a vendor's sponsored ad for tennis shoes, and then purchases dress shoes from that vendor.
A customer clicks on a vendor's sponsored ad for tennis shoes, and then purchases tennis shoes from a different vendor.
A customer clicks on a vendor's sponsored ad for tennis shoes but does not make a purchase.
A customer clicks on a vendor's sponsored ad for tennis shoes and then purchases those shoes.

With a Sponsored Products campaign, which targeting method allows you to target suggested individual products similar to your product?

Geotargeting
Keyword targeting
None of these
Product targeting

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)

Select All Correct Responses

Sponsored Brands
Sponsored Products

Green Star is optimizing their 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 negative keywords
add new keywords
remove underperforming keywords

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?

ensure the product is in stock
increase the price of the product
ensure pricing is affordable
stop selling the product

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?

increase the bids on those keywords
add those keywords as negative keywords
remove ASINs from their campaign
add more ASINs to their campaign

How can Accent Athletics edit more than one live Sponsored Products campaign at the same time?

Select All Correct Responses

Manually
API
Bulksheets

Car Jane, an automotive accessories company, targeted their sponsored ad campaign by the category 'automotive ﬂoor mats'. Which targeting method did they use?

Keyword targeting
Product targeting

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

add more quality ASINs
add only best-selling ASINs
add 5 ASINs per campaign
none of these

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?

increase visibility by adding ASINs to the campaign
increase visibility by adding more keywords
all of these
increase bids on high-performing keywords

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

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

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?

increase visibility by adding more keywords
remove the underperforming ASINs from their campaign
increase bids on high-performing keywords
increase visibility by adding ASINs to the campaign

True or false? The product detail page should NOT include "what's in the box" shots as it may lead to confusion for shoppers.

False
True

Examine this product detail page. Which of the following elements is not retail ready?

reviews
rating
title
images

Which of the following is an optimal main image?

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?

The ad may serve because close variations (plurals) are automatically included.
The ad will not serve due to misspelling.
The ad will not serve due to the plural variation.
The ad will definitely serve.

Which of the following search terms would be considered an exact match for the keyword "artist easel?"

“artist easels”
“table top artist easel”
“artist easel for painting”
“standing artist easel”

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?

Select All Correct Responses

Sponsored Brands
Sponsored Products

Which of the following will notify advertisers when their campaign has run out of budget during the day?

Select All Correct Responses

text alerts
email notifications
Advertising Console
bulksheet reports that compare daily budget and spend

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?

Sponsored Brands
Sponsored Products

Which of the following is NOT included in the retail readiness checklist?

inventory
delivery method
description
customer reviews

What does it mean for a product to be considered retail ready?

The product is sold by Amazon.
The product detail page includes all the necessary information for a customer to make a purchase.
The product is available in more than one country.
The product has been sold at least once.

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?

Geotargeting
Negative Geotargeting
Negative product targeting
Product targeting

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?

The campaign paused until GreenTree increased the budget on Wednesday The campaign automatically continued running on Tuesday
The campaign paused until automatically resuming on Wednesday
The campaign automatically ended on Tuesday

In which of the following situations should an advertiser consider using automated bidding?

to optimize bids on both Sponsored Product and Sponsored Brand campaigns, toward sales efficiency
to optimize bids on Sponsored Brand campaigns, toward sales efficiency
to optimize bids on Sponsored Brand campaigns, toward brand awareness
to optimize bids on Sponsored Product campaigns, toward brand awareness

True or false? The "adjust bids by placement" setting for Sponsored Products will not work with dynamic bids.

False
True

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?

There are 5 items left in stock.
There are 15 customer reviews.
Product is rated 4 out of 5 stars.
Enhanced content includes a video.

Which of the following ACOS indicates the more eﬃcient advertising campaign?

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?

Select All Correct Responses

Sponsored Brands
Sponsored Products

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?

engagement
relevancy
ad spend
cost-per-click

If an advertiser's goal is for campaign eﬃciency, which ASINs should they avoid using? (Select 2)

Select All Correct Responses

ASINs that have low sales
ASINs with 5 star reviews
Best-selling ASINs
ASINs with 2 star reviews

True or false? Sponsored Products allow you to target by keyword, ASIN, or category.

False
True

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?

$0.77
$0.85
$0.79
$0.86

In order to optimize toward customer acquisition, an advertiser should identify keywords with the highest _____________?

% of orders new-to-brand
attributed sales
ACOS
conversion rate

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?

A+enhanced marketing content/Enhanced brand content
product description
manufacturer content
enhanced customized content

True or false? A minimum of 4 product images is suggested for a product to be retail ready.

False
True

Which keywords may offer a larger amount of impressions with higher search volume?

Brand keywords
Category keywords

Emilia has set up a sponsored ads campaign with a $10 daily budget. Which of the following is true? (Select 2)

Select All Correct Responses

Emilia will spend $10 for the lifetime of the campaign.
Emilia may spend up to 10% more per day, but not more than $300 in a 30-day month.
Emilia may spend less that $10 per day.
Emilia will spend more than $300 in a 30-day month.

Campaign eﬃciency is measured by _____________, and brand awareness is measured by___________________________________________________________________.

ROAS, ACOS
Impressions, ACOS
ACOS, impressions
ACOS, ROAS

What is the minimum number of customer reviews a product should have to be considered retail ready?

15 reviews
18 reviews
25 reviews
10 reviews

Which of the following is a requirement for Amazon sellers to set up Sponsored Brands campaigns?

Must be enrolled in the Amazon Brand Registry
Must be active for over 6 months
Must sell more than 10 products
Must sell products from multiple brands

What is Amazon's version of a SKU (stock keeping unit) that is used to identify unique products on Amazon?

AZIN
ASIN
ASON
ASKU

Which of the following is included on a product detail page? (Select 2)

Select All Correct Responses

order history
featured offer
images
Stores

Which best deﬁnes a parent ASIN?

An ASIN under which all of a seller/vendor’s ASINs are grouped.
An ASIN under which multiple variations of the product are grouped.
An ASIN under which all products within a category are grouped.
The first ASIN created in a category.

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?

Not enough information
No
Yes

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)

Select All Correct Responses

ensure the product is in stock
increase the price of the product
ensure pricing is affordable
stop selling the product

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?

Select All Correct Responses neither of these

advertise the best sellers in their product catalog
neither of these
remove the underperforming ASINs from their campaign

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?

new-to-brand
spend
click-through rate cost-per-click

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?

seller landing page
Amazon homepage
Store
product detail page

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)

Select All Correct Responses

pause the campaign since it can’t run through the day
decrease bids on under performing key words
remove low performing key words
increase bids on under performing key words

True or false? If an advertiser's goal is sales eﬃciency, they should decrease bids on keywords with high ACOS.

False
True

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?

Select All Correct Responses

Sonix Boom with 5 customer reviews Their top selling product, Tea Fizz Citrus Fizz with 50 customer reviews
Coffee Fizz with an average 4.5 star rating

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?

new product ASINs only
retail ready ASINs and new product ASINs
best-selling ASINs and new product ASINs
best-selling ASINs and retail ready ASINs

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?

Advertising Console
downloadable reports
API

Which sponsored ad can use automatic targeting?

neither of these ad types
Sponsored Products
Sponsored Brands

Which of the following search terms would be considered a broad match for the keyword "artist easel?"

"easel for artists“
"art easel" "table top easel“
"easels for art class“

Which best describes Sponsored Brands?

Promotes individual products
Depending upon the tactic, it appears both on and off Amazon Directs only to product detail pages when clicked
Features a custom headline and logo or image

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?

Decrease the price to increase the number of sales, increasing reviews.
Change shipping methods to increase positive reviews.
Leverage the Early Reviewer Program to help increase the number of reviews.
Wait until the product receives more reviews.

True or false? Brands that only sell products and services OFF Amazon can leverage Amazon's sponsored ads.

True
False

A vendor, Climato, wants to drive traﬃc to their Store and showcase their catalog of products. Which sponsored ad allows them to do that?

Select All Correct Responses

Sponsored Products
Sponsored Brands

True or false? It's possible you will have to bid higher as keywords get more restrictive and competitive, in order to see results.

False
True

Why might an advertiser bid on brand keywords?

For a wider reach
For a higher chance of conversion

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?

Product targeting
None of these
Manual keyword targeting
Geotargeting

Sponsored ads are generally used for which objective?

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

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?

None of these
Geotargeting
Keyword targeting
Product targeting

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.

Sponsored Products, Sponsored Brands
Sponsored Brands, Sponsored Products
Sponsored Products, Sponsored Products

Which sponsored ad type(s) provides new-to-brand metrics?

Select All Correct Responses

Sponsored Brands
Sponsored Products
neither of these ad types

LuxKitty wants to ﬁnd new keywords to add to their existing campaigns. Which downloadable report should they use to inform their direction?

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

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?

Automatic targeting
Manual targeting

GamezCo is presenting the Featured Offer ("Buy Box") on a gaming console they sell. Which of the following is true? (Select 2)

Select All Correct Responses

GamezCo is the only seller for this product.
GamezCo receives credit for sales.
When a customer clicks "Buy Now," they will be purchasing from GamezCo.
GamezCo paid a fee to present the Featured Offer ("Buy Box").

Which of the following options can be used to manage a sponsored ad campaign?

Select All Correct Responses

Manually
API
Bulksheets

Iris is under-spending on their Sponsored Brands campaign that showcases their camera line. What could they do to optimize their campaign?

Select All Correct Responses

increase bids on high-performing keywords
Nothing, they should leave their campaign alone as long as it's not over spending.
add more keywords to increase visibility

What is the minimum star rating a product should have to be considered retail ready?

4 stars
4.5 stars
3.5 stars
3 stars

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?

The ad may serve regardless of the misspelling.
The ad will not serve due to a negative match.
The ad will definitely serve.
The ad will not serve due to the misspelling.

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?

fixed bids automated bidding
dynamic bids- down only
dynamic bids - up and down

Which of the following is true regarding product variations? (Select 2)

Select All Correct Responses

Including variations for a product may increase traffic and conversion rates.
Reviews and product questions are separated out by each variation.
Images for product variations are unnecessary.
Product reviews for each variation are brought into one product detail page.

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?

phrase match
broad match
negative phrase match
exact match

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?

Product targeting
Keyword targeting

If ASINs are not driving sales in a campaign, what would an advertiser see in the advertising product report?

neither of these
high ACOS
low ACOS

Which of the following best indicates a high-performing, eﬃcient campaign?

high ACOS, low ROAS
high ACOS, high ROAS
low ACOS, high ROAS
low ACOS, low ROAS

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?

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

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 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.

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?