Amazon DSP Ads Order Creation Process - Step by Step 2025

hi guys and welcome to another video on Amazonia YouTube channel in today's video I'll be talking about DSP specifically how to create an order start to finish and what are some of the details that you need to pay attention to like bidding optimization strategies and such so stay with me so after naming your campaign that is the order how they call it in DSP then you have the optional settings of selecting which media type you're going to use I find This Not That relevant because it's only used as you can see over here it's only use um this will be used for automated line item recommendations but since we are creating a fully manual campaign in DSP I will skip this option there always you will see throughout the process there are many options that DSP is helping you to create and optimize your entire campaign and and entire strategy which is okay to some extent but it has its downsides next up is most important setting is selecting is it going to be awareness campaign consideration campaign and conversion or conversion campaign now each of these settings will affect how different things are then enabled throughout the order creation and and uh further on at the line item level I will be covering this breakdown in a separate video what makes uh the awareness stage considerations and in conversion stage but it's the out of scope for this video unfortunately this video would be then I don't know an hour long anyway for this type of campaign I'm creating The Campaign which is going to be I'm going to retarget the users who saw products of our competitors but haven't bought it like in the last 7 days 30 days or more so my main goal for this one is going to be conversions now as soon as I clicked conversion additional field has opened so you I'm now able to to select a different kpi that is key performance uh indicator depending on our goal as I said the main goal for this campaign is going to be uh purchased so I'm going to go ahead and select return on ad spend difference between return on adspend and Total return on adspend is that um in DSP when you enable total and look at the total metrics that's like um that's a brand Halo sales if you don't know what brand Halo sales are I'm linking the relevant video in the description but in short brand Halo brand Halo sales are for example if if you're advertising two of your products but after your campaign is launched some other products from your portfolio are being sold then those are the brand Halo sales because advertised products were not sold but some of the others from your catalog but for this one I'm going to select return on ads Spen now you have an option to select kpi Target based on this so is it cost per acquisition C cost per sign up or any other you have an option to select a kpi Target um here if if you select a certain kpi Target then and further on optimization strategy where you um let Amazon dictate your bidding and budgeting then you can um recently we saw that also in campaign manager where you can select like Target CPA or Target CPC for sponsor display campaigns um here I will keep setting a kpi Target because as as I said I'm focusing now on a strictly manual campaign so I want it to be as manual as it's possible and I want to control everything in this occasion so I'm going to select don't set a kpi Target now the optimiz optimization strategy part part is most important one as in every video I recommend that you H over any information tool tip and see what does it say for example this is where it can get tricky for a recommended option and selected by default is called prioritize spending full budget while maximizing performance as I recommended and then you have a second one prioritize kpi Target um oh it says enter kpi Target to choose this B bidding priority okay we're going to I going to cover that in a second um so you have those two options then you have an option to choose your budget management strategy are you going to let that to Amazon depending on your selected kpi or you want to manage budget manually so I'm going to select manage budget manually and I'm going to do that at the order level and at the line item level now um if I remember correctly in the past you could select uh this was called uh maximize performance um strategy now this is not available they call it prioritize kpi Target so let's go ahead and set a kpi Target I don't know let's set it at three who cares uh and then I want to select prioritize kpi Target as an option as you see this optim uh this optimizes bidding to achieve kpi Target over budget delivery if you select this monitor campaign regularly to ensure sufficient budget delivery while the first one it's worth mentioning that priori is spending full budget while maximizing performance um this is like a tricky one because if select this one by default what it's going to happen is that this one is perfect if you're um a company that has a set budget set monthly budget that you need to spend and you want to spend it because that's the investment that management decided to use in order to hit some kpr targets and if you don't use it then you can get in trouble because you're not utilizing budget appropriately and that can raise some some of the questions whoever worked ever uh whoever worked in um Corporation know what I'm talking about um but what the the this recommended uh bidding strategy does is that if you set a Target budget of $1,000 Amazon DSP is going to make sure that you spend every cent of it even if it's not going to give you any results funny as as it sounds but it is like that so um for example you're spending $500 out of those 1,000 throughout the month and your the pace is getting slower and slower so you may end up spending like 600 under 700 by the end of the month what Amazon will do they will increase your bidding and bid higher in order to hit that goal of spending regardless of if that spend higher spend is going to give you any results or not so yeah uh it can be useful for those use cases that I mentioned but for this one we're not going to do it so hit done once you're happy with that I thought I put three over here okay three okay then budget and flights I covered already this um at my previous DSP step-by-step tutorial linked here but for this occasion I'm not going to skip it I'm just going to let's give it like I don't know 500 for this flight let it run until end of March lights are like um I would best describe them as like sections of the budget if you will so you add a certain budget and a period of time where you want the budget to end and if you don't add any additional flights the campaign is going to end at March 31st so just to be sure I'm going to add additional one April 1st until the end of April I like to have it month over month month just for the for the sake of Simplicity next up you have an option to do not change flight budgets or roll prior flight unused budget so for example if now now it's February 24 25th uh it can be that uh until the March 31st we spent on we spend only 400 or dollars and then those €100 we're going to transition to April budget and because we just want to spend it I that's why typically I choose so roll prior flight unused budget there are options to set budget cap and agency fees that's the the next section so those two options are set you can set the budget cap for example on a daily level so this is monthly or in this case it's monthly but um budget is defined by the start and end date of the flights and you can also limit that per day for example if that's something that works for you per day or per month like I get it I I will give it 500 and then I going to limit at 500 I don't want it to spend any anymore but that's just like a security um setting that you can set on for various use cases we're going to skip that we're going to skip the agency fees agency fees are that's basically what you want to if you're an agency for the sake of is um easiest invoicing towards your um end client then you want to set your agency fees inside as a percentage or as a fixed next up is to add a product now this is very important um when adding product you have an options to set the the featured products which will be advertised in the ads you will see later on and then you want to also want to add the other products related to this one and there will be an options I not going to show that because for the sake of privacy of this account but you will have an option similar as in campaign manager to add your list of asens and then add add them all and then just check a few of them they are featured so those are the ones that will be measured and shown in the creatives when you when we get to that part um but the other ones are important to be added because you want to track them as those brand Halo sales and um just to be able to see like total sales total return on adpen and those other um options I'm going to pause now and just continue when I add those products okay I have added those as you can see I I have six products tracked and two of those are featured so it's like very it's it's simple basically so only two will be used in this campaign and only two of those it's basically the same product just with a different um functionalities um only those two are going to be shown in the ads and the other six are going to be tracked for brand Halo sales now um what's left is optionally if this would if this was a a off Amazon campaign then we would add additional tracking options here like a like a pixel or tag that we want to uh use to track off off Amazon metrics next up is a frequency settings which is very useful frequency capping is useful because using Amazon marketing Cloud you want to see with a the report there's a report on how on average how many times an a user sees your ad and you don't want to oversaturate potential buyers with your ads and plus if you select um cost per mile setting as um as a metric of what you pay to Amazon then you're going to pay for every impression and then if you saw if one single user saw your ad 100 times that's 100 Impressions per one user and 10 US users that's already a th000 and you need to pay like I don't know 513 depending on your setting but in general you should use Amazon marketing Cloud to pull that report and see what's the average impression uh frequency um yeah what is the average frequency of for your user users and then decide is it like five five a Max after they decide to buy your product or which one but on average because this is on on a campaign level and there are going to be multiple line items for each uh device and maybe for each audience then you want to have here a number that's higher than what's going to be combined for all line item so you can set up a 10 times per day here and you'll be good uh frequency groups are something that I rarely use but you can actually create um predefined frequency group and then just add your order to this one so um this will be a first part of this video because I don't want to make it too long it's already 15 minutes but next up it's going to be line item creation and then after line item creation there's going to be creative selection and more coming up let me know if this was clear and see you in the next video guys bye-bye