We are excited to introduce a suite of tools in our new ads manager, dedicated to upper-funnel ad types, starting with Amazon DSP. These features are designed to help you manage and optimize DSP campaigns directly from our app. This release offers extensive tools for campaign management, data analysis, performance optimization, and real-time editing—all in one centralized platform. Here’s a detailed breakdown of what each new feature offers:
Orders Dashboard
The Orders Dashboard serves as the primary overview for managing your DSP campaigns (referred to as “orders”). This page provides a complete view of performance at the order level and includes tools to analyze, manage, and edit active campaigns directly within our app.
Campaign Performance Overview
View high-level metrics across all orders linked to a DSP advertiser. Select a specific DSP advertiser and adjust the date range using the context setter at the top of the page.
Key Performance Indicators (KPIs)
Review your overall impact using KPIs such as:
Total Cost
eCPM (effective Cost Per Thousand Impressions)
Product Sales and Total Product Sales
ROAS and Total ROAS
DPVR (Detailed Page View Rate) and Total DPVR
Visual Trendline for Performance
Use a collapsible trendline graphic to track each KPI’s progress over time. This visual tool updates based on your selected date range, providing trend insights for more informed decisions. Compare and contrast up to two different KPIs at once within the graphic for visual comparison.
Order Table
A comprehensive table lists all orders for the selected advertiser, with tools to help you manage specific orders. Easily see when your DSP data was last updated from all DSP pages in the app using the 'Last Synced' timestamp above the performance tables.
Search and Filter: Search by order name or ID and apply filters across any column header to locate specific orders quickly.
Data Columns: View up to 29 columns of data selected based on customer feedback. These columns include the most relevant metrics to help you evaluate, analyze, and manage campaigns.
Real-Time Edits: Make in-line edits directly within the table. Supported actions include:
Pause/Resume Orders: Control campaign delivery status with options to pause or resume orders, automatically updating their status in real time.
Edit Order Details: Update order names, flight budgets, and frequency caps as needed.
Bulk Actions: Select multiple orders to perform actions in bulk, such as pausing/resuming, changing budgets, or updating frequency caps. All edits are synced immediately with Amazon’s ad console.
Out of Scope in v1: Download/Upload Order Settings (edits) via csv, Copy/Clone Orders with or without line items included
Order Settings Page
For a deeper view, click on any order within the Orders Dashboard to access the Order Detail Page. This page focuses on individual campaign insights and settings at a more granular level.
Detailed KPI Summary
At the top, view KPIs for all line items within the selected order. A trendline graphic is again available to help you analyze KPI performance visually.
Order Information and Edit Options
See and edit basic order details, including:
Creation Date
Order state (active or inactive)
Order name
Amazon Order ID
Line Items Table
Track performance data for all line items tied to this order with tools similar to the Orders Dashboard:
Columns and Filtering: Up to 30 columns available, including metrics essential for in-depth analysis and optimization.
Search and Sort: Quickly find specific line items, sort data, and apply custom filters to manage line items within each order efficiently.
Exports: Export table data as CSV files to streamline reporting and data sharing.
Flights Table
View and manage the budget and timing of each flight within the order:
Edit Options: Modify end dates for active flights, adjust start/end dates for scheduled flights, or update flight budgets.
Create New Flights: Add additional flights as needed to keep the campaign delivering beyond the current schedule.
New Flights will clearly be marked as 'New' on the Flights Table.
Delete Flights: Manage all flights directly from the platform, even those created outside the app.
Budget and Frequency Cap Settings
Budget Optimization
We’ve enhanced our upper-funnel ads manager by adding two additional configurable settings for DSP campaigns:
Bidding Priority: Choose between Maximize Performance While Spending Full Budget or Prioritize KPI Target to align bidding behavior with campaign goals.
Budget Management Strategy: Enable Amazon to dynamically reallocate budgets across line items in real-time to focus on top-performing placements.
What does this mean for campaigns?
Smarter Performance: Tailor bidding strategies and automate budget allocation to improve campaign outcomes.
Efficiency: Reduce manual work with real-time optimization that minimizes budget waste.
Flexibility: Maintain control with settings to exclude specific line items or cap bids while leveraging dynamic optimization.
Customize budget limits and frequency caps at the order level:
Budget Cap Options: Choose between an uncapped budget, a daily cap, or a monthly cap. These settings help manage costs and campaign pacing.
Frequency Cap Options: Control ad frequency by setting limits on impressions per user or household per hour, day, or defined period.
Out of Scope in v1: Advanced Order Settings
Editing ‘Goals and KPIs’ for active flights.
Editing the ‘Conversion Tracking’ for active flights.
Adding Orders to a ‘Frequency Group’
Change ‘unused budget’ settings
Line Items Dashboard
The Line Item Dashboard allows you to oversee all line items across a DSP advertiser. This dashboard provides flexibility for advanced line item management and optimization.
Advertiser Selection and Date Range
Choose a DSP advertiser and set a date range in the context setter to filter the data displayed.
KPI Cards and Trendline Visualization
As with other dashboards, use KPI cards to view key performance metrics, with an expandable trendline graphic to visualize metric trends.
Comprehensive Line Item Table
Review performance data across all line items, with tools to quickly locate and assess individual line items:
Filtering and Sorting: Search by line item name or ID, and filter/sort based on any of the 30 columns available. The columns have been chosen based on customer feedback to ensure relevance.
In-Table Editing: Update line item settings directly from the table, including:
Pause/Resume line items
Edit line item name
Adjust end dates, targeting, inventory, viewability, base bids, maximum CPM, frequency caps, and budget caps
Bulk Edits: Apply bulk actions across multiple line items to streamline updates and realign campaign strategy, with real-time sync to Amazon’s ad console.
Out of Scope in v1: Download/Upload Line Item settings (edits) via csv.
Line Item Settings Page
Click on any line item from the Line Item Dashboard to access the Line Item Detail Page, which provides a focused view of settings and performance data for that line item.
Aggregated KPI Cards and Trendline
Analyze performance across all creatives tied to the line item with KPIs and trendline visualizations.
Basic Line Item Details
View essential information about the line item, such as media type, start/end dates, and delivery status, and make updates as needed.
Creative Performance Table
Review data for all creatives linked to the line item, with 17 columns available for relevant performance metrics.
Creative Edits: Make adjustments at the creative level, such as pausing/resuming delivery or changing creative weight settings.
Delivery Settings and Targeting Adjustments
Scheduling Options: Modify start/end dates and adjust budget allocation between manual and automated options.
Budget and Frequency Caps: Set daily/monthly budget caps and frequency caps for impressions per hour/day.
Targeting Options: Manage inventory sources (Amazon-owned, Amazon Publisher Direct, third-party exchanges) and viewability floors, and adjust audience targeting criteria.
Bidding Settings: Adjust base bids and max CPM for cost control and performance optimization.
Out of Scope in v1: Advanced Line Item Settings
Changing the Media ‘Type’, ‘Device’, ‘Mobile Environment’ on Line Items for an active Flight.
Changing the Product ‘Category’ on Line Items for an active Flight.
The following changes to Targeting on Line Items for an active Flight: Mobile OS, Add Custom Audiences, Location, Dayparting, Domain, Contextual, Language, Device, Orientation, Mobile App, 3P Pre-Bid, Twitch
Creatives Dashboard
The Creatives Dashboard provides a high-level overview of creative assets across DSP campaigns, allowing you to manage and optimize each creative to maximize campaign effectiveness.
Advertiser and Date Range Selection
Choose a DSP advertiser and set a date range for the data displayed.
KPI Cards with Trendline
KPI cards give you a quick overview of aggregate metrics across all creatives, with a trendline to track performance over time.
Creative Performance Table
The table displays key data for each creative with tools to make managing your assets easier:
Search, Filter, and Sort: Search by creative name or ID, filter by column headers, and sort by metrics to locate specific creatives.
Editable Columns: Select from 17 columns tailored to essential creative-level metrics based on customer feedback.
Creative Edits: Directly update creative names and make other adjustments within the table.
Out of Scope in v1: View samples of the creatives, including how they will appear on and off Amazon.
Summary
This new ads manager equips you with an end-to-end toolkit for Amazon DSP campaign management. With these features, you can control all aspects of your campaigns, from high-level trends to line-item and creative-level details, ensuring you have full visibility and control to drive optimal results across upper-funnel advertising.