Question: An advertiser's new AMC lookalike audience has been running for 3 weeks with disappointing performance. What should you recommend?
- Evaluate if the similarity setting is too broad and experiment with a more similar cohort
- Wait 8-12 weeks without making any adjustments
- Immediately pause and switch to rule-based audiences instead
Explanation
Lookalike audiences in Amazon Marketing Cloud can be adjusted by balancing similarity and scale. Weak performance may indicate that the selected model is too broad and includes users who are less aligned with the seed audience. Testing a more similar cohort can improve relevance by keeping the audience closer to the source customer characteristics. This optimization approach preserves the lookalike strategy while refining audience quality.
Why the other options are incorrect
Wait 8-12 weeks is incorrect because continued poor performance should be evaluated through audience settings rather than ignored.
Rule-based audiences is incorrect because disappointing lookalike performance does not automatically mean the strategy should be abandoned.
Source for verification
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 Marketing Cloud Certification" page.