Are you just starting out with Amazon DSP and feeling a bit lost in how to create Amazon DSP campaigns? We understand – diving into the world of DSP campaign creation can be quite daunting for beginners.
But fear not! In this blog post, we’ll guide you through the step-by-step process of creating Amazon DSP campaigns.
Ready to dive in? Let’s get started.
How to Create an Amazon DSP Campaign
There are three parts of an Amazon DSP Campaign:
- Order: This represents the overall campaign in Amazon DSP.
- Line Item: These are like ad groups within an Order.
- Creative: This refers to the graphic or content you wish to display in your advertisements.
Let’s explore how to create each of these components one by one within Amazon DSP.
How to Create an Order in Amazon DSP?
Step 1: First of all, click on “Create Order”.
Step 2: Now, in the first section, you will be asked to enter the name of the campaign.
Step 3: In the second section, choose from one of the three campaign goals.
Awareness: This goal helps you to expose and connect your brand or product to more potential customers.
Consideration: This goal helps you to drive potential and engaged customers to your store, website, and Amazon product pages.
Conversion: This goal helps you to drive purchases on and off Amazon, leads, app installs, and other customer conversions.
Step 4: Next, based on the goal you have selected, choose the KPI metric for your campaign. This is the key performance metric that will be used to measure the success of your campaign and associated line items.
Step 5: Next, select your strategies for bidding and budget management.
For bid management, you can choose whether you want to prioritize spending the full campaign budget while maximizing performance or prioritize meeting the KPI target first and then spend the budget based on KPI.
For budget management, you can choose whether you want to automatically adjust the budget distribution among line items based on their performance or manually allocate the budget for each line item.
Step 6: Enter the maximum amount you want to spend for all line items in the order for a specified time period. The time period here is called flight duration. Use the calendar pop up to select flight dates and time. This will limit the range the order’s line items can run in. The end date can be adjusted or extended after the order is live, but the start date can’t be adjusted once the order is spending.
Next you can use budget cap feature to set a limit on how much gets spent per day and/or month to more carefully control budget.
Step 7: Next, you’ll be asked to associate ASINs to your order to enable product-related conversion metrics like Detail page views and Add to Lists.
You can select any combination of your products to associate with your campaign, such as:
- Only ASINs and close variations that are featured in your creative(s).
- Various sets of ASINs across your brand.
Optionally, you can also setup pixel tracking or off-amazon conversion tracking.
Step 8: In the final section, select how often you want your ad to appear to an audience on a specific day or hour. This is known as “Frequency Cap.”
Ideally, you can choose to have your ads shown 3-5 times a day to your target audience.
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How to Create a Line Item in Amazon DSP?
After creating an order, you can add multiple line items within that order to target different audiences, platforms, etc. Let’s see how to create a line item.
Step 1: First, open the order in which you want to create a line item and click on ‘create line item‘ option.
Step 2: Now, choose the line item type. Amazon Ads uses line item types to determine what inventory to display creatives on. Inventory refers to the channel (desktop sites, mobile sites, and apps) and specific sites and apps within those channels where ads can run. This choice will affect the targeting options available.
Step 3: Next, you need to select the category for your product. You can choose from a wide range of options, including Automotive, Entertainment, Public Services, and more.
Step 4: Next, select the inventory for your line item to run on. You can choose from various Amazon-owned platforms and third-party exchange platforms. It is recommended to create a separate line item for different inventory sources to have more control over bidding strategy and budget management based on performance.
Step 5:Next, choose the audience to whom you want to show your ads. Here is a quick overview of the different targeting options available in Amazon DSP:
- Device: Select the device type to reach your audience.
- Region: Choose the geographic region for your ads to target.
- Audience: You can include or exclude first and third-party audiences to display your ads. Check out our detailed guides on different audience targeting available in Amazon DSP.
- Location: Include or exclude audiences based on their location to see your ads.
- Domain: Include or exclude site domains for your line item by adding them to your blocklist or allowlist.
Step 6: Next, select the flight date, budget optimization type, and frequency capping for your line item. If you have already configured these settings at the order level, you can skip this step at the line item level.
Step 7: Finally, enter the ideal amount that you’d like to pay per 1000 impressions for your ad inventory. This price isn’t guaranteed, but Amazon optimizes its bidding strategy to try to meet this goal.
Once done, hit the ‘save’ button.
How to Create a Creative in Amazon DSP?
Step 1: First of all, navigate to the Creative Manager from the left-hand side menu of Campaign Manager and click the “Create Creative” button.
Step 2: Next, enter the name of your creative and choose the type of creative you want to create.
If you are just starting out and want to advertise Amazon’s ASINs, ‘responsive e-commerce’ should be the ideal creative option, as it is retail-aware, and Amazon automatically creates different creative sizes based on the ad placement.
Step 2:Next, based on the creative type you have selected, you will be presented with various options for your creative.
Since we have chosen the ‘Responsive eCommerce creatives’ option, our first step is to select the marketplace for our product and enter the ASINs that we want to include in the advertisement.
Step 3: Next, choose whether you want Amazon to automatically rotate between different variations of creatives (such as ‘add to cart,’ ‘coupon,’ ‘reviews,’ etc.) or if you want to manually select the variations that should be included for rotation.
Step 4: Choose whether you want to use the default image (main image of PDP) of advertised ASINs or upload a custom image.
Step 5: Next, you can optionally also add a logo, a headline, and even some disclaimer in the creative of advertised ASINs.
Step 6: Finally, once you have all of your desired settings, save the creative and assign it to your relevant line items.
Final Thought on Creating an Amazon DSP Campaign
A well-planned Amazon DSP campaign can work wonders for your business by expanding your target audience, establishing your presence both on and off Amazon, and increasing the likelihood of conversion. We hope that this tutorial was helpful to you in creating your first DSP campaign.