AMP Flashcards
What does Cobra stand for?
Client, objective, budget, rate, attribution
What are the 5Cs?
Curiosity, creative conflict, collaboration, commitment, competitiveness
What does SPIR stand for?
Situation, problem, impact, recommendation
What is the purpose of SPIR?
It’s a communication framework to easily outline a situation and provide all the relevant information clearly
What does BNPL stand for?
Buy now pay later
What does LACTI stand for?
Lead, accountable, consult, task, inform
What is the purpose of LACTI?
It’s an accountability framework designed to clearly outline roles and responsibilities for a project or task
What are the 4 corners of the optimisation quadrant?
Capping and Performing
Not capping and performing
Capping and not performing
Not capping and not performing
When is a client budget officially confirmed and can be acted on?
When an insertion order is confirmed in writing, verbal is acceptable for setup but not for go live
What are the 3 key product areas?
AMP Find
AMP suggest
AMP results
What are the 5 distribution types AMP has? Give an example of each
Search / privacy - Yahoo!, Avast, Firefox
Fintech - Klarna, afterpay / clearpay
Editorial / influencer - Meredith, bestr
Deals - slickdeals, savings united
Other / network - apptap, skimlinks
What are the 3 key benefits of AMP
Simple API integration
Privacy safe integration
Managed service
What’s a benefit and negative of automatic pricing?
Benefit - can dynamically change bids around targets, make changes more often
Negative - if conversion data doesn’t come through it will continue to operate without it making bad decisions
What are the two types of pricing methods and which is more common
Automatic pricing
Manual pricing - more common
If an account is capping and performing what are the next steps?
- Push the client for more budget
- Trim the fat and optimise to be efficient as possible
- Raise CPCs to increase the margins within the same budget
If a client is not capping and performing what should you do?
- Increase supply to help push spend
- Push for better targets to allow for other suppliers
- Asset expansion e.g. brand, competitor
If a client is capping and not performing what should you do?
- Cut back inefficient supply and scale good ones
- Day parting or other optimisations possibilities
- Notify manager and temperature check performance with client due to risk of pausing
If a client is not capping and not performing what should you do?
- Jeopardy - inform manager of issue
- Push for a better target to hit highlighting the benefits of our traffic
- Speak with CMs to discuss any optimisations that could be made
What does an open IO mean?
We can spend as much budget as we want as long as we’re hitting the required ROAS target
What is AMP Find
Reach consumers before they search by creating a stop sign with your brand
What is AMP Suggest
Engage with consumers as they search, deliver relevant ads as they type
What is AMP Results?
Recommend after they search, nudge consumers to purchase products as they choose options
What is true value?
The target set by the client
What does pricing up mean?
Raising a ticket to increase the CPCs to improve AMPs margin
Why would you price up?
When a client is over efficient so exceeding targets set and under spending
What is pricing down?
Submitting a ticket to reduce AMPs CPCs and therefore margin
Why would you price down?
When a client is over spending or performance target isn’t being met
