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Amazon DSP Ads Placement Optimization 2024

Published on July 5, 2024

About this video

Amazon DSP Ads Placement Optimization 2024 - How to instantly increase your ROAS in Amazon DSP Advertising Platform by utilizing Placement report data and adjust your creatives accordingly.

Welcome to our latest tutorial, where Igor, co-founder of Amazonia PPC Agency, dives deep into Amazon DSP (Demand Side Platform) optimization strategies. Since 2016, our agency has been at the forefront of enhancing Amazon advertising campaigns, and today, we're here to share insider tips to skyrocket your Amazon DSP performance.ā£ ā£ šŸš€ š–š”ššš­ š˜šØš® š–š¢š„š„ š‹šžššš«š§:ā£ ā£ Understanding Amazon DSP: Discover what Amazon DSP is and how it differs from other Amazon advertising tools.ā£ Optimizing DSP Placements: Igor explains the importance of placement performance in Amazon DSP and how you can optimize it to maximize ROI. Advanced Reporting Techniques: Learn how to analyze your ad placements with Amazon's advanced reporting features to identify cost-saving opportunities and boost sales. ā£ šŸ” š“šØš©š¢šœš¬ š‚šØšÆšžš«šžš:ā£ ā£ Introduction to Amazon DSP: Gain insights into Amazon's Demand Side Platform and why it's a game-changer for sellers. E-commerce Responsive Creatives: How Amazon chooses and adjusts your ad placements automatically. Performance Reporting: Step-by-step guidance on generating and analyzing reports to improve your ad spend efficiency. Pivot Table Analysis: A practical tutorial on using Excel pivot tables to understand ad performance deeply. Budget Optimization Tips: Strategies to reallocate your budget for better returns, focusing on the most profitable placements.

šŸ“ˆ š–š”š² š€š¦ššš³šØš§ šƒš’š?: Amazon DSP allows advertisers to buy display and video ads across Amazon sites and apps with a powerful, dynamic approach to reaching audiences. Discover how Amazon DSP can offer more targeting options like contextual targeting and the ability to reach customers both on and off Amazon.

*Contents* :

0:00 - Introduction and topic overview 0:26 - Introduction to the issue with Amazon DSP 0:48 - Explaining e-commerce responsive creatives 1:31 - Accessing placement reports in DSP console 2:16 - Navigating the report interface 3:00 - Creating a pivot table in Excel 3:52 - Analyzing the data and identifying opportunities 6:15 - Instructions on excluding specific ad sizes 7:09 - Emphasizing the potential improvement in return on ad spend 7:40 - Closing remarks and invitation for questions

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Transcript

hi everyone I'm Igor the co-founder of Amazonia PPC agency since 2016 our agency has been helping Amazon brand scaler businesses and in this video I'll be sharing some tips on how to optimize your DSP placements so we're now talking about campaign manager placements now this topic is strictly for DSP and I'm going to show you what's the issue and how to solve it pretty easily now the issue with the with Amazon DSP is that you have that e-commerce responsive uh type of creative where you don't need to add manually created uh creatives but enable Amazon to choose where to show your ad and dynamically adjust the placement size it's pretty amazing and by using this e-commerce responsive creative Amazon DP actually gives you more options to Target like contextual targeting a few other options now um the issues here is how to see your placement performance because depending on the size of the ad your ads can show on various places on Amazon any if you selected that even off Amazon and by doing a simple report on your placements you can easily spot uh where you're uh losing money and when you're uh Missing the opportunities uh this is very important because if you're titon budget uh you really are missing out on a lot uh now it's it's pretty easy to find it let me walk you through it uh once in your DSP uh console you want to select your order in question so go to the orders and then inside you will see your line items click on the L line item you want to optimize in this occasion is this one that spent 80,000 uh ā‚¬18,000 um just scroll to the right and find the report button here now please not not uh it it could be very um uh easy to miss this button because you can actually remove it for from your column so if you don't see the action column go to your columns customize columns and then add report one when you click on a report uh one pancy report's going to open it's very useful you can see a bunch of things over there usually you land on an on an overview tab but you can browse you can select different metrics over here really you can dive deep into whatever ever the most important kpis for you are um select the the date range that you want to have uh and move to the placement tab that that's crucial go to the placement Tab and here you will see a lot of placements you can see the placement size the date range and the detail metrics over here so what you want to do is you want to export to Excel and once in Excel then it it will give you some options to create pivot table let's do that on the go right now so I've selected yeah once again so the same uh all the same things that you can see in the placement report uh on DSP it's over here so you can see all of the different metrics the the return on ad span and everything else so back to our pivot table uh on the road tab you should move placement size and on the values you want to have total cost uh what's there we want to have purchases and we want to have total product sales yeah let's that just reorganize it a bit okay let's make it a little bit more easy to to track and understand what's happening here it's now clear uh what's happening so this uh size of the ad is giving us around two point something return on adment let's add that one return on Adent here quickly because that's going to show us where are we missing but you already can see what are the opportunities here also make it a little bit more easy to follow okay so uh you can easily see that these two placements here have almost the same number of purchases but look at this this is the spend for this one and how much money you we we uh we got from this and take a look at this one so ā‚¬3,000 in ad spend and almost 20 20 grand in product sale so obviously we are spending a lot of this uh a lot of money on this placement so we want to exclude this one now in this particular occasion um we uh the seller who's using DSP and we help helping them with that is limited by Budget on on this order so we know that if we utilize that budget more effectively we can see a a lot of return please know that sorry please know that if you exclude a certain placement obviously you you have um a downside to that is that you're going to miss uh part of the sales but in this occasion we know that there's more market share that we can win uh on this one on this placements it's similar to what you can see in campaign manager where you for example have a top of search you have a rest of search and PDP so um this is almost the same thing so this this guy is probably uh good position banner and we're winning a lot on a lot on a lot of sales on it uh so I don't know what sorry guys um uh so we're winning a lot of sales on that one so if we limit uh this one let's call it PDP if we limit this one and focus all the budget up there we're going to see the best conversion rate the best return on adpen so let's go ahead and do that we're going to exclude this resol uh this um not resolution this size of the banner ad from the ads uh how you can do that you just want to go to your line item and under the creatives just click on the creative that you want to edit once you click that you're going to see additional window pop pop up and just scroll down on the left and click creative settings you will see all your all your uh examples of your um Banner sizes on on the right and you want to scroll down and and find the one in question that is the 414 by 125 this is the sucker so just X include it now it's not going to be served and you want to go down there and just click save that easy so by just analyzing the data that we have and acting upon it you will see a huge difference in your return on ad spin so you saw that on average we had um still it was a good Ross it's very competitive Niche but still we want to have instead of having like what the average three or four uh now we want to emphasize that and go double than that so maybe even six or seven so we'll see how that goes um yeah if you need help with your DSP you can contact us over our website and please let me know in the comments if have if you have any further questions yeah uh see you in the next video guys bye

Frequently asked questions

Why do different ad placements within the same Amazon DSP line item produce very different ROAS results?

When you use e-commerce responsive creatives in DSP, Amazon automatically chooses which banner sizes and placements to show your ads across, ranging from large display banners to small mobile formats. Each of those sizes appears in different positions and contexts, such as a prominent banner near the top of a product detail page versus a small strip at the bottom of a mobile screen. Shoppers respond to those formats very differently, which means one banner size can drive several times the return of another while consuming a significant share of your budget. Without pulling the placement report, all of that variation is invisible and your blended ROAS number hides where the real performance is coming from.

How do you access and analyze placement performance data in Amazon DSP?

Inside DSP, navigate to your order, then into the specific line item you want to analyze. Scroll right in the line item view to find the report button, which can be easy to miss if it has been removed from your visible columns. If you cannot see it, go to column settings and add the report column back. Once in the report interface, select your date range and navigate to the placement tab, where you can see spend, purchases, and total sales broken down by each banner size that was served. Export this data to Excel, build a pivot table with placement size as the row and spend, purchases, and product sales as values, then add a calculated ROAS column. The difference between your best and worst performing placements is often immediately obvious.

What should you do once you identify a placement size with poor ROAS in DSP?

Once you have identified a banner size that is consuming meaningful budget but generating low purchases or low product sales relative to spend, you can exclude it from serving. To do this, go to the line item, open the creative, and navigate to creative settings. You will see all the banner sizes Amazon is currently serving for that creative. Find the underperforming size and remove it so it is no longer served. After saving the change, that budget will redistribute across the remaining placements that have already demonstrated better performance. The tradeoff to understand is that excluding a placement does reduce your total impression volume and may lower overall sales slightly in the short term, but for accounts constrained by budget, concentrating spend on high-converting placements typically produces a meaningfully better return on that budget.

How does optimizing DSP placements compare to placement optimization in Sponsored Products?

The concept is directly comparable. In Campaign Manager, Sponsored Products allows you to see performance broken down by top of search, rest of search, and product detail pages, and you can apply bid multipliers to shift budget toward the placements that convert best. In DSP the same logic applies at the banner size level: different creative sizes correspond to different positions on the page, and those positions carry different conversion rates. Just as you would increase bids on top of search if that placement outperforms rest of search, in DSP you exclude the low-performing banner sizes to redirect budget toward the sizes that are winning. The key difference is that Campaign Manager gives you multipliers for fine-tuning, while DSP requires outright exclusion to redirect budget away from a specific format.

How much improvement in ROAS can realistically be expected from placement optimization in DSP?

The magnitude of improvement depends on how uneven your placement performance is before optimization. In cases where one or two banner sizes are absorbing a large share of budget at low efficiency while one format is delivering strong returns, consolidating spend onto that high-performing format can roughly double the blended ROAS. In competitive categories where even the best placements return a modest ratio, the gain from exclusion will be smaller but still meaningful. The key is that this optimization requires no additional spend and no changes to audience targeting or creative content: it simply redirects existing budget away from formats that are not converting and toward ones that are, making it one of the fastest ways to improve return on an already-running DSP campaign.