Amazon DSP Ads Mobile Line Item - Step by Step 2025

Published on February 28, 2025

About this video

Amazon DSP Ads Mobile Line Item - Step by Step 2025 - In this comprehensive guide, I'll walk you through creating a mobile-specific line item in Amazon DSP to maximize your advertising effectiveness on mobile devices.

Creating separate line items for mobile and desktop is essential for proper campaign management and performance analysis. This targeted approach allows you to see exactly how your ads perform across different devices and make data-driven optimizations.

## Mobile Line Item Setup Process

When creating a mobile line item in Amazon DSP, start by naming your line item appropriately - include "mobile" in the name to easily identify it. This is crucial for organization when you have multiple line items running simultaneously.

The most important step is in the device section - you must turn off the desktop option and select only mobile devices. You can even get more specific by creating separate line items for Android and iOS native apps if needed.

For inventory selection, choose "individual providers" if you want your ads to appear only on Amazon properties. Deselect options like IMDB, Twitch, or third-party exchanges if you're focusing solely on Amazon retail marketing. This ensures your budget is spent exactly where you want it.

## Advanced Audience Targeting

One powerful feature in Amazon DSP is the ability to both include and exclude specific audiences. For example, you can target users who viewed competitor products but exclude those who already purchased them. This precision targeting is accomplished by:

1. Adding your target audience (e.g., competitor product views) 2. Setting up an exclusion for purchasers 3. Using the "AND" operator to ensure proper audience filtering

This level of targeting precision helps you reach potential customers at the right stage of their buying journey.

## Budget and Delivery Settings

For budget allocation, consider splitting your order budget among different line items. Setting an even pacing delivery ensures your ads show consistently throughout the campaign period.

If you're promoting a limited-time deal, you might prefer "Pace Ahead" or "ASAP" options to maximize visibility during that window. For frequency capping, limiting ad exposure to around 5 times per day per user is often effective.

## Bidding Strategy

Using custom bidding with "Prioritized KPI Target" gives you more control over your campaign performance. Set your base bid (example: $5) and maximum CPM increase (up to 10) based on your campaign goals and budget constraints.

## Why Separate Mobile and Desktop?

Creating separate line items for mobile and desktop provides clear performance visibility. Mobile typically generates higher impression volumes due to traffic patterns, and having distinct line items lets you easily compare metrics like: - CPM differences between devices - Return on ad spend by device - Conversion rates across platforms

This data helps you make informed decisions about budget allocation and optimization strategies.

As an FBA seller, leveraging Amazon's demand side platform gives you access to premium ad placements both on and off Amazon. Working with an Amazon advertising agency can help FBA sellers navigate the complexities of Amazon DSP advertising while focusing on their core business operations.

## Timestamps: 00:00:00 - Introduction to creating mobile line items in DSP 00:00:33 - Naming your line item and selecting mobile-only 00:01:27 - Inventory selection process 00:03:47 - Audience targeting setup 00:05:40 - Excluding purchasers from your audience 00:06:53 - Setting delivery schedule and budget 00:07:49 - Bidding strategy configuration 00:08:53 - Benefits of separating mobile and desktop line items

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Transcript

hi guys and welcome to another video on Amazonia YouTube channel in this video I'll be covering how to create a line item in DSP or mobile devices so by the end of this video you will know some very specific things when it goes about creating your line items from mobile so stay tuned it's going to be a little bit detailed for some of you guys but you will have the contents of the videos you can skip the sections that are most interesting to you as with any line item that we create we start by adding a name to it so previously we created a line item for desktop and now we're just going to hit mobile as the media it's going to be a display and now this is a crucial part with the in the device section you want to select only mobile so turn off the desktop option you can go even further and even create additional line item for Pure native app for Android or iOS and or and then separately for web application but I find that it's it's pretty okay to do it either way so we turned off the desktop and only mobile remains similar as any other uh line item this product and services is the same you can select your category where you're selling and next up inventory same as in desktop we want to select only individual providers that is we want to have our ads delivered only on Amazon not outside of Amazon or IMDb or any other devices or twitch so deselect those and hit done also for Amazon publisher direct which is a uh network of let's say Associates and companies with partnership with Amazon where you can deliver your add different placements different um of Amazon placements uh so let's go and change that and turn it off hit done third party exchanges same thing you want to remove everything that's not on Amazon because for this specific occasion we are creating a line item strictly for mobile that's going to be used for remarketing purposes but I want to retarget uh users on only on Amazon so I don't want to chase them all over the Internet to buy a product this is specifically because that's a request from from a brand owner to request to to create only Amazon remarketing campaign we're going to skip deals and inventory groups move on to the targeting now I'm the most important thing is adding new audience I'm going to just uh get back to it and just check that everything else else is correctly selected so for location this is targeting location front that's okay all domains contextual we're going to skip that devices all devices are included you can go and check for example if you want to advertise only on iPhone on iPad Android or any other for this specific line item we want to gr group them all together later on when when you start about with um reporting and see which place in which devices perform the best that can also help you then maybe create a new line item specifically for for one of the specific devices that people use and you get the best uh possible results okay for targeting I also now want to go and and hit change because as in previous video where we created a desktop version and now with the when we created audiences also mentioned here in the in the channel we want to go ahead and find our audience name as you remember we created specifically name with name of the audience audience mentioning competitors so when I hit competitors I'm going to be presented with all those audiences that we previously created so now we have here um competitors 30 days views now as I I mentioned every by default every audience that you create has this extension like product views if it's a product views audience product searches product purchases and similar product views but to be sure we added that also in the actual name of the campaign important thing to note here which is a great functionality in Amazon DSP which we unfortunately still don't have sponsored display adding campaign manager but eventually will get there that is Amazon will introduce that to us hopefully very soon the that functionality is that you can add your target targeted audience but you can also exclude some of the audiences inside so here because this um line item that we are creating is meant to Target users who viewed products of our competitors but haven't bought them that means we need to add product use here H include and then exclude those bot what we want to do is hit add here and say uh have a additional group here and there we want to exclude product purchases and hit exclude here for the operator you want to select and which means Target people from this audience previously view the products and D buy so if you hit or then you going to have like Target people who view products or purchase products so we want to have and so Target them excluding those who bought so and there you go with a simple exclusion you get really precise targeting for your marketing Pur purposes hit save changes and then we can move on further for delivery yeah we can schedule uh now it's the last day of February let's start with March 1st sorry March the 1st until the end of March I like to add the dates like the complete uh month and I know that whenever we create DSP orders we select by a whole month so I want to have line items also created as a whole month line item budget again as in previous we decided that we want to split the your budget among the line items so for the first one we selected 250 per month we're going to do that now also we don't want to spend day set the daily limit pacing is going to be even because we don't want to use space ahead or spend ASAP because we want to even spend throughout the mon Pace ahead and ASAP and catchup boost are good when you have a certain window of time where you want to push your ads as much as possible for example if it's a some kind of a deal for a day or two then you're going to go all in we're going to skip fees and set the frequency for example that one ad can be shown to user five times a day for bidding we want to use custom bidding yes we because we selected order priority we can select priority Capia Target but I want to have that also on a line item level and prioritize kpi Target if you need further details on this I covered that in a line item for desktop creation but because I assume that somebody interested in DSP ads going to go over all of that through our playlist and watch it one by one so you get a complete knowledge that's just the fraction so I don't want to bore anybody who's uh who saw that video now to cover everything uh from the scratch so I've covered biddings in in more detail on that video for now just use prioritize kpr Target set the base bit we're going to use five and manually set that maximum CPN increased by Amazon DSP can be 10 that's going to be it for this mobile uh line item creation so it's very important that you exclude desktop or line item creation for mobile and vice versa when you create in desktop to exclude mobile this will greatly help you understand what's happening for each line item when you open up your order and see the list of line items by just the look of it you will see okay my mobile impressions are way higher than my desktop which is normal because of the traffic that mostly comes from mobile and also you will see by the just the overall view what are the actual cost effective CPM for desktop or mobile and every other detail return on adspin Etc um let me know if you have any further questions and see you in the next video

Frequently asked questions

What are the key differences when setting up a mobile line item in DSP compared to a desktop line item?

The primary structural difference is in the device selection: for a mobile line item, you must deselect desktop and select mobile only. If you leave desktop selected when creating a mobile line item, the device separation that gives you clean per-device performance data is lost. The rest of the setup process follows the same steps as desktop, including inventory selection, audience targeting, budget, pacing, and bidding. The practical outcome of having a dedicated mobile line item is that you can see metrics like CPM, ROAS, and conversion rate separately for mobile, which is particularly useful given that mobile typically generates a higher volume of impressions and often differs meaningfully in conversion rate compared to desktop.

How do you combine audience inclusion and exclusion logic within a DSP line item?

When adding audiences in the targeting section of a line item, you first add your target audience and set it to Include. You then add a second audience group and set it to Exclude. The operator between the two groups must be set to AND rather than OR. The AND operator means: reach people who are in the included audience AND are not in the excluded audience. The OR operator would mean: reach people who are in either audience, which would defeat the purpose of the exclusion. In the example from the video, the setup is: include competitor product views audience AND exclude competitor product purchases audience. This reaches shoppers who browsed a competitor's product but did not buy, which is the highest-value segment for a conquesting remarketing campaign.

Is it worth creating further sub-divided line items for Android versus iOS, or is a single mobile line item sufficient?

A single mobile line item that includes all mobile traffic is a perfectly reasonable starting point. Once that line item has accumulated enough data to show meaningful performance differences between operating systems or between mobile web and native app environments, creating further subdivisions becomes justified. For example, if iOS native app traffic consistently shows a higher conversion rate or lower CPM than Android mobile web, isolating each into its own line item gives you the ability to bid differently for each and allocate budget more precisely. For most campaigns at launch, starting with one mobile line item and one desktop line item is sufficient to get device-level insights without over-complicating the account structure before any data exists to guide further segmentation.

What does the practical outcome of separate mobile and desktop line items look like in reporting?

When you view an order that contains both a desktop and a mobile line item, you see each line item as a row with its own metrics. Mobile will typically show a significantly higher impression count than desktop, reflecting the traffic distribution of Amazon shoppers. You can then compare CPM, click-through rate, ROAS, and conversion rate between the two rows directly. If mobile is generating more impressions but converting at a lower rate, you can reduce the mobile budget or adjust the CPM cap downward while increasing desktop allocation without affecting the other line item. This side-by-side view is not available when both device types are blended into a single line item, where blended metrics obscure which device is driving results and which is consuming budget without a proportional return.