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)
- 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)
- Brand lift
- Detail page view rate (DPVR)
- Click-through rate (CTR)
- Return on ad spend (ROAS)
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?
- 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 B wins and pays $1.19
- Advertiser C wins and pays $1.19
- Advertiser C wins and pays $1.15
- Advertiser B wins and pays $1.14
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?
- 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 A wins and pays $1.04
- Advertiser C wins and pays $1.11
- Advertiser C wins and pays $1.05
- Advertiser B 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)
- Speed: decisions made within nanoseconds
- Customization: adjust levers as needed
- Granularity: every impression is evaluated
- 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-BTF met both campaign goals
- GreenTree -ATF did not meet the ROAS goal.
- 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?
- 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)
- Add to cart
- Click-through rate
- Impressions served
- Brand halo
Which of the following statements about private marketplaces (PMPs) are true?
- 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 Amazon DSP?
- 10% of pixels in view for at least 2 seconds
- 100% of pixels in view for at least 1 second
- 50% of pixels in view for at least 3 seconds
- 50% of pixels in view for at least 1 second
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?
- 5+ reviews and a 3.5+ star rating
- 50+ reviews and a 4.0+ star rating
- 15+ reviews and a 3.5+ star rating
- 30+ reviews and a 4.5+ 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?
- September 25th
- October 1st
- September 26th
- October 6th
IMDb is an example of which type of supply source?
- Amazon O&O properties
- Private marketplaces (PMPs)
- Amazon Publisher Services (APS)
- Third-party exchanges
What is the value of Amazon’s pre-bid analysis? (Select 2)
- 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)
- 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
- Immediately after setting up the campaign
- Before 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)
- Invitation-only marketplace allowing select buyers to bid on impressions
- Amazon’s marketplace of 10,000+ directly integrated sites and apps
- Code is placed directly on participating websites and apps
- Exclusive supply sources available in the Amazon DSP
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)
- 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?
- IM – Exercise & Fitness Apparel
- LS – Parents with Children in Household
- LS – Music, Movies, TV Fans
- LS – Sci-fi Interest
What method(s) of optimization does Amazon DSP offer?
- 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 Amazon DSP?
- Yes
- No
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?
- Add to cart
- Detail page view
- 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
Campaign efficiency is measured by ___. Select all that apply.
- ACOS
- KENP
- Impressions
- CTR
- 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
running out of budget every day. If he cannot increase his budget, what alternative action(s) would be appropriate? (select all that apply)
- Increase bids on under performing keywords
- Pause the campaign since it can’t run through the day
- Decrease bids on under performing keywords
- Remove low performing keywords
Wesley has been advertising his graphic design books on Amazon for over a year. He notices the campaign performance has been slightly declining, and he wants to know which keywords aren’t performing well. Which downloadable report should he use?
- targeting report
- placement report
- advertised product report
- search term report
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.
- True
- False
- True
- False
What are benefits of observing which Amazon audiences are reached by your non-Amazon ads? Select all that apply.
- 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? (Duplicate 1)
- 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 sentence below best describes how ads are measured using Amazon Attribution? (Duplicate 2)
- 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.
- 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
- 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
- False
- True
- False
- True
- 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
- True
- False
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.
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.
- False
- True
- 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
- 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 add to carts, on average, shoppers make after clicking on your ads that direct to Amazon.
- Used to understand how many product page views, on average, customers shoppers visit 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.
Lifestyle audiences can be used to drive brand awareness, and for advertising everyday products and services such as B2B courier services, organic produce, etc.
True
False
The language for promotions and bundles must be which of the following?
Clear
Complete
Free of distractions
All of these