Amazon DSP Ads Step by Step Tutorial 2024

hi everyone I'm eigor the co-founder of Amazonia PPC agency since 2016 our agency has been helping Amazon brand scale their businesses and in this video I'm going to talk about Amazon DSP now there's a certain veil of secrecy around Amazon DSP I'll be explaining just an overview of how Amazon DSP Works what it is where to find some basic functionalities and how to move around in the interface throughout this video be referring to sponsor products the usual campaign manager stuff uh so for you guys who already know campaign manager that way you can relate to how certain things are called in Amazon DSP now things will be kind of confusing at the beginning but once you start to uh move along and click through the interface everything is going to uh sound pretty familiar so um as an overview Amazon DSP stands for something uh completely illogic it's it's a demand side platform for me that doesn't mean anything um but the point is think of it like an advanced tool for sponsor display to show your ads all over the place on Amazon and off Amazon the first thing that you see when you open up a DSP Manager you going to see that it's pretty similar to the campaign manager on the left you will see uh typical menu as you you can see in campaign manager nowadays uh but on the left there are certain differences so there is an overview like advertisers where I clicked right now uh you will uh think of it there's a structure like account level structure where you select your seller account and then below you will have advertisers advertisers think of it like you create additional Advertiser for each country that you want to create the SP that's for then below that in a hierarchy you will see an orders think of the orders like campaigns in the usual campaign manager so campaigns and then inside the orders you have line items uh and line items need to be need to have audiences and creatives in order to work now um orders similar to campaigns uh you can set some kpis inside now this is an overview of all of your orders but when you uh go ahead and let's choose one order that has enough dat inside um okay inside the order you will see the order settings now obviously you can uh put your name a descriptive one for example here we like to use as descriptive name as possible so is it the remarketing order is it going to be awareness order or any other kpi you can add additional comments for you and and for your team so everybody's aware of the goals next up is to select some goals now this is not crucial as it only helps you uh populate certain Fields down below with some predefined numbers there's a awareness campaign option consideration on conversions most often we go for conversions but again uh it all depends on the numbers that you select down below now all of these kpis now reflect what you're going to Define later so is it going to be the the main kpi you can set the kpi as return on ad span and then you can Define kpi Target or you can optain to just don't use the the the kpi target so whatever you you choose you can rely on automation uh in DSP or you can opt into use uh to set up everything manually now then you have an options to to choose advertising strategy so some of the options are if you want to have an even pace of distribution of AD budget or you want to go Full Throttle for example if it's a prime day or some other important day for your business next up the most important thing to set up in order is budget now uh this can be kind of confusing because there are two steps to creating budget in DSP so one is the budget and next is the flight budget is is obviously what you can use on a monthly level but you can Define also flights flights is like um I don't know like a money added to your wallet so you want to have enough flights in your wallet so you'll never Rend out of budget for example if you set your budgets to 450 or whatever the number is and you forget to add flights when the time comes so November November 30th 2024 if you don't have any flights the order is going to stop delivery so that's most important thing to add so add additional flights so you don't worry about uh the delivering of your order uh next option there is to put a cap on monthly spend if you like you can choose to to have uncapped daily or monthly cap so if for example if your uh company is strict with the advertising budget then you will have probably some kind of a cap over here uh next I'm not going through all the the options like agency fees Etc so because this is just an overview later on you some other videos I will cover cover everything next up what you need to Define is the product or products which you are going to advertise on this order so you go ahead and add those just simple search and add similar to what you can see in campaign manager next up is the frequency you can use the frequency cap uh which is highly recommended frequency cap is that you can limit how many times somebody sees your ad so if you put that number too high then you you get um negative association with your brand like you keep popping up every everywhere so it can be a completely opposite effect on your potential buyers now we've set this to 15 which is huge but we did we did that because one order can have multiple line items in side of it so these 15 um impression caps going to be divided by uh several line items that we have inside line items are like folders or as groups uh and yeah those are the basic uh settings for an order now inside the order lie the line items as I mentioned so you can have multiple line items what we usually like to do is that to split those line items similar to what we do in campaign managers so we we like the granularity to have full control over the performance and over the reporting so we usually create each line item per uh device served so because in Amazon DSP you can choose if you want to serve your ads on desktop on mobile and then you can actually create pretty granular uh campaing structure inside inside line items you will also have the option to set audience to create audiences and set bits let's now go ahead and check one L item okay here we are uh line item so every line item is going to have a name so you want to go as descriptive as you can be like is it like product name or or SKU then is it the remarketing is is it awareness is it for mobile is it for desktop Etc here you have an option some of these are now unavailable to to change because you can only set that during the campaign s line item creation but we selected for this one to be on um Amazon mobile display only then you will have you have an option to select the products this is for mostly for we already created uh selected for which products the light item is going to be so which products are going to be advertised this product section is is more like uh for categorization purposes and for reporting uh where your product belong then for for invent you actually can create sorry you can choose where to where your ads going to appear so since we created Amazon mobile display as a media you we only want to have the the places where we want to our ads to show up is going to be only mobile because we as I said we want a segment segment out where we are going to appear so there are other options to select like uh IMDb or twitch but we've selected only Amazon shopping app or Amazon mobile web yeah so the ad placements can be found throughout the Amazon mobile website including on the homepage search results page and produ detail Pages uh don't changes yeah next up is the audience targeting so this is the most important thing and most interesting um here you define where your ads going to appear so you can create custom audiences we're going to cover audiences in my in in a few moments but uh once you create an audience you go ahead and add them here uh important note here is that you have an options to add which kind of audiences you want to Target and what kind of audiences you want to exclude from targeting you like if somebody already uh bought your products you don't want to Target them or for example if it's a consumable then definitely you want to include those previous buyers then you have an option to only show your locations to specific uh country uh there are some additional options that we're going to cover in a later video like contextual targeting and third party preate uh now next up is the delivery dates now uh here similar to flights on the order side you want to also make sure to have your delivery in the future as much as possible so you can always be sure that it it is deliver delivering um next important option is to Define is it line item can use a budget uh that you set on the order level and you can also Define a separate line item budget for example if you set your budget on order level one of $1,000 then all the line item is going to use that $11,000 of budget but you can if you select automatic distribution then the system automat automatically is going to push all those line items that that have best performance compared to the other ones but also you can do it manually and say Hey I want my remarketing to have $700 per m month out of those 1,000 uh defined in order and the other two you can then uh distribute however you like there's also an option to set a budget cap and choose a pacing pacing is we usually choose even pacing it's like literally a pace how how you want your budgets to be distributed throughout the month we're going to skip the fees and as I said you can define a frequency limit of how many times a shopper can see your ad and the final step here is the bidding uh so this is like you can use many different options based obviously on your category and you can also Define your maximum average cost per mile uh this video might be a little bit boring but it's created for you just to sense how Amazon DSP works and what I mean what what are the available options okay next up are the audiences here you can literally create whatever you like there are options for you to create uh new audience based on your customer list for example you can upload your email list to Amazon they're going to anonymize it and you can then create similar audience based on that you can create an audience based on let me let me show you if somebody saw your products this is what we usually use some so audience based on the products on the brands people who engage with brands on Amazon many many options you can you can see uh over here what is available so external traffic web pixels twitch ads you name it most of the time we're going to use products and that's where you can Define for example you add additional products you you add your products and you can then create your audience hey uh show my ads to people who view my products in the last seven days but haven't bought that's uh like a basic setting you can also set that uh in sponsor display and regular campaign manager but what's interesting here for example you can add your competitor asence and then Say Hey I want to Target aggressively people who viewed all of these competitor a Asing and haven't bought them in last seven days so those are really hot leads and you can even further Define like I want this adds the show on the for uh to the people who viewed my competitor listings haven't bought but didn't view my listings so it's it's pretty useful thing um also as you saw you can also exclude some of your audiences for example if you want to Target new potential buyers you want to exclude your previous buyers you don't want to bother them with your ads as it's going to show your brand in a negative way like you're chasing them up and they already bought um next up is uh to talk about the creatives now creatives on Amazon DS be there's a simple option just to use responsive dynamically created creative so you can just add your product Define a headline if needed few other settings and Amazon is going to do uh all the work for you we found that pretty solid because Amazon dynamically resizes your ad to show on numerous places and then uh also they're kind of pushing that dynamic e-commerce display creative uh because some of the options that you we're going to talk about in future um some of the options require you to actually use their uh Dynamic responsive um ad type and not your uh like custom creatives um and it perfectly makes sense because then they it enables them to show your ad whenever they they see the the likelihood of a sale is increased yeah so that would be it I think for this video it's pretty boring as I go through the options but I just wanted to let you guys know how this actually look like so in the coming weeks I will be recording stepbystep tutorials on how to create a certain orders we're going to create additional reports that you can actually pull up to see with what kind what kind of PL placements there are and what is the performance how to optimize those how to see which uh creative size is working best for you and how to optimize for the best possible return on ad spend so stay tuned and let me know in the comments if you find this useful and if you need any further assistance if you need help with Amazon DSP Amazonia PPC is a agency that can provide these services for you so let us know if you need any help I hope you likeed the video so yeah see you in the next one bye by guys