Amazon DSP Ads Line Item Creation for Desktop devices Step by Step 2025

hi guys and welcome to another episode on Amazonia YouTube channel in today's video I'll be talking about how to create a line item inside the DSP in the previous video you could see how to create an order and in this one we're continuing with creation of a line item so here we are when we created the order this is what we presented with some basic graph that's going to be populated in the future with the data as the time goes on and here there will be multiple line items that we we will be creating now typically what we like to do is to have as granular granular uh structure as possible so we would like we like to to split line items by the device type uh ideally per audience if if that makes sense in terms of how the big audience is uh so let's go with creating another one so create line item okay here we are so so first we need to give line item a name now think about it you want to have a line item name as descriptive as possible because you as I said you will have a multiple of line items so you want to know by just a brief look of it what is it is it a line item for desktop or line item for mobile line item for desktop or this kind of audience Etc so first let's cover some of the basic um split that that you have to do and that is to split your line items for desktop and for mobile as you know when I covered that in previous videos majority of traffic on Amazon is happening through mobile so somewhere from 60 up to 80 85% of traffic is coming through mobile so you want to have a possibility through DSP reporting to do your reports on a line item level and by having a line item per device that will give you a strict information clear and precise information how you're doing on desktop and then on another line item how you're doing on mobile so let's let's name it whatever let's name it um example line item just for the sake that we move on then you will have uh the first option that you see is the media so are you creating a display ad as we are right now or you creating a streaming TV ad or online video I will I'll be covering this in the future but let's continue with the display then the first option as I said is to choose is it going to be a desktop or mobile environment now depending on what you choose over here some of the F some of the other options will be limited and changed but we'll cover them uh both so let's let's do desktop first so you saw that as soon soon as I disa the mobile then I lost the option to choose the mobile environment for is it the mobile app or a mobile environment through the uh mobile browser on our phones so let's stick with the desktop uh with this selected I would I usually go ahead and add like a desktop here to the line item name then for products and services um you want to select something as close to your product range or product that you're plan to advertise in in DSP now for as far as I know as I know these products and services that you select is mostly for reporting purposes and for some recommendations that um DSP is going to provide you so I don't know let's let's do whatever office applies doesn't matter um now inventory part is very important as you can see by the default November last year November last year Amazon updated this option to automatically include uh additional uh inventories like Echo Show Fire tablet Fire TV IMDb twitch and Whole Foods and fresh digital displays so now by default everything is selected and they call it Amazon owned and operated inventory which is fine to some extent but you want to if you're just starting out I recommend to test that run it as as it is but and then refer to uh our video where when I did Amazon DSP placement optimizations and then you will see for each of these inventories how are you doing and if needed you can turn off some of these now for the purpose of this order and online item because we're creating a remarketing uh campaign I'm going to go ahead and hit change and then select select individual individual Publishers and I'm going to leave only Amazon here because I'm interested to Target only people browsing actively on Amazon and Amazon M click done then further you can expand your reach by having Amazon publisher direct um in short that's a family of networks Network and other providers where you can position in your ads um it's like a it's similar to what Google has Google how they call it part Network or something like that anyway for this reason for for this or for the same reason as as uh as the inventory selection we're going to limit only for our ads to be shown on Amazon and we're going to do that also on third party exchanges because we don't want to Target Broad audience all over the world whenever whenever wherever somebody's browsing we want to focus that only on Amazon so go there and remove all of them and click save now this what I'm doing here is specifically in the context of creating um a DSP campaign for remarketing purposes because we want to Target the users who saw our competitors products but did didn't end up buying so we want them to to show them our products next up is the targeting section also really really important first stop that we see is the audience but please note out of these already presented options you also have an option to include additional targeting options such as if we included uh the mobile you could select which kind of mobile as OS you want to Target is it a landscape oration or um horizontal then audience and location is already selected you can also add day parting language and I forgot what what this one is so uh keep that in mind that there's plenty of other options um domain contextual are integrated already viewability is very important for example and we'll talk about about it in future videos but that you have a sec you have an an option to Define what does Amazon DSP considers as um as a as an impression is it like by default it's 50% of AD seen more than 1 second but you can increase that to be like 70% of ad if if 70% of ad is Will visible somewhere on the screen that is a uh an impression which makes more sense but kind of limits the the reach but as I said it's another topic and uh then are a few other options there so just pay attention that there are many other available now for the audience um this is very interesting because um the true power remains so let's take a glance of it so um here you can filter by some of the categories custom build uh for custom build there will be uh that's the place where your custom build audiences going to land so when you expand that you will see all of your custom audiences created and I'll be linking how to create those in a second um and there are many others like devices um Life Style and then all the other subcategories you can also search by audiences here so let's I don't know let's try to search for car just uh so I can show you this is the by the way this is um uh French account so some of the words are still in French even though I translated that so uh for for the time being what you need to understand in audiences is that you want to Target certain audiences for example I think this is the the ones who are interested in a camping car and accessories for for camping car for RVs then um what's really what really makes diff a difference uh between DSP and Camp regular campaign manager is because you can add exclusions here so these are the audiences that we added but we want we have an option to add as as an exclusion from that audiences that we don't want to Target for example you want to Target if your product is a is a type of like a oneoff buy so it's not consumable so somebody would probably buy it once every few years or 10 years uh then you have an option option to exclude your previous buyers because you don't want to spend your your money on remarketing them who already make made a purchase so what you can do here is that you can hit add and then the there's the operator um to create a logic function like Target these audiences and these audience audiences or you can say or these audiences and you can say operator and and then then hit for example exclude here so Target those who are interested in camping cars and camping car accessories and exclude family car car owners if that would even make make sense but uh to to make a point here so you can exclude any group that specifically you don't want to Target anyway so that that's that's for the audience now let's move on um you have an option to define a specific location uh where you want your ads to appear then I'm going to skip this few because it's really it's really big topic espec especially this one so this is this is one of the latest now you have the option to similarly to the categories to the campaign manager you can also Target C categories you can Target specific products and related products this is all also very very interesting um AO Target pages of products related to your advertised product so I feel I feel like Amazon DSP can potentially become campaign manager because this is now really an advanced targeting uh that we're missing in campaign manager now again devices that we don't have option to select that because we select a desktop for this line item and similar for for for mobile app twitch also we disable twitch as a as a targeting so we don't have these kind of options now up to uh to delivery section uh because we've selected in my previous video during the order creation we selected that we want to manually optimize the budget and if we selected the the option to let Amazon DSP automatically spread it we wouldn't have an option to set the line item budget over here so since we set the order level budget you need to calculate like if you set your order level budget to be €1,000 you need to think of and plan okay if I'm planning to have four line items in this order I want to dedicate for example if it's a even spread I want to have every line item at [Music] €250 uh of monthly ad spent um then I want to use or for example if one of the line items is more important than the other ones then you can decide the the split uh now let's let's set it set it to a 250 there's an option to set a daily or monthly spending limit also similar as as we had on um order level so similar as that one now the pacing pacing uh you have three options you can Define if you want to spend these $250 at an even Pace throughout the month and the the system will automatically spread that by 30 days and then you will have some daily limit uh then there's this option to Pace ahead and this lets you spend up to 25% more than the daily even paas Target which is which is fine you let some um some freedom to to to the algorithm to bid more up to 25% per day if you if if it if if it thinks like if it calculates that the probability of a sale is going to increase and then you have an options to option to uh spend this budget as quickly as possible this is useful for example if you're setting up a campaign for a upcoming deal or you during the prime week you decided to start your um advertising and you just want to push really really hard there's also an option uh to use a catchup boost that's even higher so as it says turning on catch-up boost will lead to an inconsistent delivery if you want to avoid delivery spikes we recommend turning catchup boost off so this is even a higher boost uh sorry even even higher boost um like you can you can set even distribution but but give it like a catchup boost to hit that uh spending goals that you want to that you want to have now the fees that's automatically inherited to what we selected on order creation and now the frequency cap if you remember from the previous video I think we said order um frequency capping to 10 so we can maybe have this at I don't know five for one day I will leave it to that now the bidding the last option uh you have an option to use the order priority of beaing which is prioritize kpr Target and you can you can customize it as you see uh they're recommending uh a bit priority defines how Amazon has determines bit on an advertiser's behalf or based on the probability that impression will will yield the selected goal um if you opt in to use a custom then you can prioritize kpi Target or prioritize spending full budget of the line item while maximizing performance I wouldn't go with this one because that's actually an automatic one but that when you set a 2250 per line item they will make sure to spend it regardless of if it makes if it hits your kpi target or not so I will just skip to the prioritize kpi Target and just absolute control for this one now now for the base bidding um there is an actual um table that defines how you should be on let me try and bring that up for you okay I don't think I can share it right now but I'm going to link it in the in the first comment below and it's a recommendation from Amazon like depending on uh how broad is your audience um are you targeting have right here yeah if you're targeting North American audience or european or Japan or any other and depending on VI viewability settings what is the recommended bit but let's say that you have 5 here um and please note that's not per click that's buy 1,000 Impressions that's why the viewability set setting is really important because it can really uh greatly influence how much you pay to Amazon and the maximum average cost per melee uh you can actually let Amazon automatically optimize that uh I think they they will if you select use prioritize spending pool budget then they can even make that be up to 13 14 depending if if the algorithm um calculates that it's going to increase the probability of conversion or if that's needed to actually spend all the budget but here I would like to have manually set and we can set a double so maximum average CPM of 11.28 or higher to optimize pacing so this is the recommendation from Amazon DSP where we should put it at to um optimize bacing but it's it's better to have it somewhere around that then to not have it at all because then it can go crazy the last option modifiers that that's uh that's completely crazy that's Advanced so Advanced that it's um it's a separate video or two about it because you have an option uh it's not like just add modifiers as in campaign manager but you have an option to include an Excel file with detailed information like hey when somebody browse from Apple iPhone increase bits to I don't know two times 20% or whatever then if somebody is visiting from all all kinds of stuff so probably a a topic for advanced DSP that I'll be recording in in the late future so this is it this is what you need to set up as um desktop line item and we're going to do a similar thing in my next video for mobile and I'm going to show you some of the key differences in um in mobile app setup so let me know if this was clear yeah once again yeah I skipped to cover this one I honestly don't rely too much on it because it's a forecast on from Amazon DSP now depending on what you said that what is uh effective cost per me that you can see depending on what you said here and it's affected by the audience size and the the targeting that that we defined and the inventory and Etc like available impressions are 2.8 million up to 2.9 Million but impressions are nothing we are interested in the real reach not the the the impression it's just a it's a vanity metric and available spend would be this High um and then if you go less than that you can like see some kind of a estimation to that but I really don't trust much you just rely on the accumulated data over time so once again thank you for watching and see you in the next video bye-bye guys