Question: Jean-Pierre is looking to run a display campaign to help drive awareness for their financial services company, which does not sell products in the Amazon store. How can they use Amazon DSP to achieve their goal?
- Create link-out campaign to their website, focused on reaching customers who recently added an item in their cart
- Create link-out campaign to their website, focused on reaching customers who recently engaged with relevant content
- They cannot use Amazon DSP
Explanation
Amazon DSP supports advertisers that do not sell products in the Amazon store, making it suitable for non-endemic brands such as financial services companies. For an awareness goal, audience selection should rely on relevance signals rather than lower-funnel shopping actions. Amazon audiences can help reach people based on observed interests and engagement patterns across Amazon properties and third-party destinations. A destination outside Amazon can be used when the advertiser’s objective is to drive users to its own digital property.
Why the other options are incorrect
Cart-based audience is too purchase-oriented and depends on shopping behavior that is less relevant for a financial services awareness campaign.
No Amazon DSP access is incorrect because Amazon DSP is available to advertisers that sell on Amazon and those that do not.
Source for verification
https://advertising.amazon.com/library/guides/media-buying
https://advertising.amazon.com/library/guides/performance-advertising
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 DSP Certification" page.