Question: Your primary campaign goal is to increase awareness. Which Sponsored Brands report would provide you with the most relevant information to review performance?
- Advertised purchases
- Brand Impression Share
- Matched target
Explanation
Brand Impression Share is the most relevant report for reviewing awareness because it shows how much visibility a brand receives compared with eligible impressions in its category. Awareness-focused campaigns need metrics that reflect reach and share of visibility rather than only sales activity. For Sponsored Brands, this helps evaluate whether ads are increasing brand presence in shopping results. It is useful for understanding competitive visibility and identifying opportunities to improve impression coverage.
Why the other options are incorrect
Advertised purchases measures purchase activity, so it is more relevant to conversion performance than awareness.
Matched target helps analyze targeting performance, but it does not directly measure brand-level visibility.
Source for verification
https://advertising.amazon.com/solutions/products/sponsored-brands
https://advertising.amazon.com/library/guides/measure-improve-campaigns
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