This article provides a detailed overview of all adjustable Amazon DSP order settings within our product, explaining how each option works and its impact on campaign performance. Each setting is designed to give you greater control over your ad strategy, and we’ll continue to update this guide as new features and functionalities are added.
Flights
In Amazon DSP, "flights" refer to specific time segments or intervals within an advertising campaign that allow for greater control over when ads are delivered. Each flight represents a subset of the campaign's timeline and can have its own budget, start and end dates, and targeting settings. By using flights, advertisers can schedule ads to run during particular timeframes that align with audience behavior, promotions, or peak shopping periods.
Why Are Flights Important?
Flights are crucial for optimizing ad spend and improving the relevance of campaigns. They allow advertisers to:
Maximize Budget Efficiency: By segmenting budgets for different time periods, flights help ensure that ads are distributed evenly or more aggressively in certain windows, reducing the risk of overspending too early in the campaign.
Target Key Dates and Events: Flights make it easier to sync campaigns with key retail dates, like holiday sales or seasonal events, without creating entirely new campaigns.
Adjust Performance Based on Insights: With the ability to control when ads are shown, users can quickly respond to performance insights by modifying flight dates or reallocating budgets to improve outcomes.
Improve Audience Engagement: Flights enable ad delivery during times that align with audience browsing and purchasing habits, enhancing the likelihood of engagement and conversions.
How to Create New Flights for Your DSP Campaign
Creating flights in our product is a straightforward process. Here’s how you can set up a new flight for a campaign:
Access the Order from the Orders Dashboard
Navigate to the Order Settings:
Click into an order and locate the "Flights" section.
Define the Flight Dates and Budget:
Choose the start and end dates for the flight. You can create multiple flights within a single order, each with its own timeline. Set the budget for the flight.
Make adjustments (if applicable):
Adjust any frequency caps or pacing settings to align with the flight's objectives, such as a higher spend during peak shopping days.
Review and Launch:
Double-check all details, ensuring that dates, budgets, and settings align with your campaign goals. Once satisfied, save the flight(s) to start ad delivery based on the specified schedule.
Best Practices for Using Flights
Plan Ahead: Map out your flight dates to align with known events, promotions, or other relevant dates for your audience.
Monitor Performance: Regularly check each flight’s performance, adjusting budget or timing if necessary to optimize for better engagement or return.
Budget Cap
The order level budget cap in Amazon DSP allows advertisers to set a limit on total spending per day and/or month, enabling more precise budget control. This cap applies to the remainder of the specified calendar day or month if set mid-way through. Adjusting budget caps can influence pacing and may lead to delivery spikes based on how and when they are configured.
Bidding Priority
Bidding Priority in Amazon DSP helps optimize how much to bid for ad impressions based on your campaign goal, such as clicks, conversions, or purchases. You can choose between Maximize Performance While Spending Full Budget, which prioritizes using your full budget with consistent spending, or Prioritize KPI Target, which focuses on achieving performance goals even if the full budget isn't spent.
Budget Management Strategy
Automated Budget Optimization in Amazon DSP improves campaign performance by dynamically reallocating budgets to top-performing line items in real-time. It reduces manual work, avoids wasting budget on underperforming line items, and supports various pacing profiles while allowing flexibility to exclude specific line items. Once enabled, it ensures smarter, data-driven budget usage for optimal campaign results.
Frequency
The frequency setting at the order level in Amazon DSP allows advertisers to control how often their ads are shown to the same user within a specified time frame. By setting a frequency cap, advertisers can manage ad exposure, ensuring that users are not overwhelmed by repetitive messaging while maximizing brand visibility. This setting helps balance reach and frequency, optimizing campaign performance and improving user experience by preventing ad fatigue.