Question: Maria is an advertiser at a computer hardware company. Her company recently began selling their products on Amazon.com, and wants to reach shoppers with similar attributes to those that her brand has a direct relationship with. Which type of audience should Maria leverage in her next campaign?
- Past purchase audiences
- Audiences by keyword search
- Advertiser hashed audiences
Explanation
Advertiser hashed audiences allow advertisers to use their own customer signals to build audiences for Amazon Ads campaigns. This is the appropriate choice when a brand wants to reach shoppers with similar attributes to customers it already knows through a direct relationship. The audience can be used to create lookalike reach based on the advertiser’s existing customer set. This supports relevance while using hashed information in a privacy-conscious way.
Why the other options are incorrect
Past purchase audiences are based on Amazon shopping behavior, not the advertiser’s own direct customer relationship.
Audiences by keyword search are based on shopping or browsing signals tied to search terms, not uploaded advertiser customer signals.
Source for verification
https://advertising.amazon.com/help/GJVHGUJXDUKTGHG4
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Ads Foundations Certification" page.