AEO study plan

Map the Amazon retail ecosystem from memory: sellers, vendors, retail readiness, Buy Box, and where each ad product sits in the shopper journey

Define Sponsored Products, Sponsored Brands, and Sponsored Display in one sentence each, noting which placements and eligibility rules differ

Build a personal glossary of 25 core advertising terms and verify each definition against primary Amazon Ads documentation

Sketch a full-funnel diagram showing which ad type you would use at awareness, consideration, and conversion stages

Deconstruct Sponsored Products campaign structure options (single-product vs. grouped, auto vs. manual) and write the tradeoffs of each

Explain match types (broad, phrase, exact, negative exact, negative phrase) and predict which shopper queries each would capture

Practice building keyword lists from seed terms using a documented, repeatable method

Draft a bidding decision framework covering placement modifiers and dynamic bidding options

Diagnose underperforming Sponsored Products campaigns using a symptom-to-cause checklist (high impressions/low clicks, clicks/no orders, high ACOS)

Compute break-even ACOS from price, cost, and margin for three hypothetical products

Set up a negative keyword harvesting routine and describe when to move a search term from auto to manual exact

Compare bid adjustment strategies for top-of-search placement versus product-page placement

Differentiate Sponsored Brands formats (headline, video, store spotlight) and match each to a campaign objective

Design a keyword and targeting plan for a Sponsored Brands campaign that complements an existing Sponsored Products program

Explain how brand-level creative elements (headline, video, Store landing page) influence click-through and conversion

Identify cannibalization risk between Sponsored Brands and Sponsored Products and propose a mitigation rule

Distinguish Sponsored Display audience targeting (views remarketing, purchases remarketing, in-market, lifestyle) from product targeting

Explain how Sponsored Display reaches shoppers on and off Amazon and what that implies for attribution windows

Select the right Sponsored Display tactic for three stated business goals (defend a product page, conquest a competitor, re-engage viewers)

Write bid and budget guidance specific to Sponsored Display's lower-funnel and upper-funnel use cases

Define the core metrics (impressions, CTR, CPC, CVR, ACOS, ROAS, TACOS) and derive each from the others algebraically

Interpret attribution windows and explain why reported sales differ across reports and timeframes

Build a reporting cadence (daily, weekly, monthly) specifying which metrics belong at each level

Allocate a fixed monthly budget across three campaigns using marginal-return reasoning

Construct a full-funnel budget plan that separates launch, growth, and profitability phases with different ACOS targets

Calculate TACOS and explain how it changes the interpretation of campaign-level ACOS

Diagnose wasted spend sources (irrelevant search terms, low-converting placements, bid inflation) and quantify each in a sample dataset

Set efficiency thresholds that would trigger a bid, budget, or pause decision

Synthesize all seven domains into a single campaign launch checklist covering structure, targeting, bids, budget, and measurement

Resolve weak spots by re-testing the two domains with the lowest practice scores

Time yourself on mixed-domain scenario questions and review every miss for the underlying concept

Write a one-page summary of the decision rules you would apply on day one of managing an account