Question: Finnigan wants to grow new-to-brand sales. Which campaign strategy would best help them achieve this goal?
- Create a campaign focused on views remarketing audiences
- Create campaign using custom audience that includes a mix of in-market, lifestyle, and demographic audiences
- Create campaign using custom audience that excludes shoppers that purchased from their brand in the past 365 days
Explanation
New-to-brand sales measure purchases from customers who have not bought from the brand within the defined lookback period. Excluding recent purchasers helps focus delivery on audiences more likely to represent new customers. A 365-day purchase exclusion reduces spend on existing brand customers. This strategy aligns campaign targeting with customer acquisition rather than remarketing or repeat purchase behavior.
Why the other options are incorrect
Option A targets shoppers who already showed product interest, making it more aligned with remarketing than new customer acquisition.
Option B may broaden reach, but it does not specifically exclude existing brand purchasers.
Source for verification
https://advertising.amazon.com/library/guides/new-to-brand-metrics
https://advertising.amazon.com/solutions/products/amazon-dsp
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