Question: You’re an advertiser running a full funnel campaign for Black Friday/Cyber Monday. You leveraged an event lead-in strategy and have planned conversion focused ads to run day of event. It’s now the Day of event. What should be your primary focus during this stage to maximize your advertising impact?
- Be flexible and adjust settings during event as needed, focus on conversion goals, and leverage creatives with shop now call to actions
- Wait until after the event to assess performance and leverage ads with learn more call-to-actions
- Define specific awareness objectives and focus on only awareness goals until Prime day arrives
Explanation
The Day-of stage is the peak conversion window for a high-traffic event such as Black Friday/Cyber Monday. Campaign settings should remain flexible because traffic, competition, and delivery conditions can change quickly during the event. Conversion-focused goals and direct call to action messaging help capture shoppers with high purchase intent. “Shop now” creative is appropriate because shoppers are actively looking for deals during the event window.
Why the other options are incorrect
Post-event assessment is incorrect because waiting until after the event misses the peak opportunity to optimize active delivery.
Awareness objectives is incorrect because awareness-only activity is more relevant before the event, not during the conversion-heavy event days.
Source for verification
https://advertising.amazon.com/library/guides/prime-day-guide-advanced-strategies
https://advertising.amazon.com/library/guides/holiday-marketing-strategies
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