Once you have created an advertiser, the next step is to create an order. Deciding on which type of order to create will be crucial to your advertising journey on DSP.
Objectives:
An order is a collection of one or more line items that share a common goal. By following these six steps, you will be fully equipped with the knowledge to...
- Understand the key components creating an effective awareness campaign.
- Design an order focused completely on brand exposure.
Step 1: Select "Create order"
- Navigate to "Campaign manager." Locate "Orders" and click "Create order."
Step 2: Fill out information
- Type out the information needed.
- Give the order a name, ex. "Awareness Campaign."
Step 3: Choose goal and optimization tactics
- Choose "Awareness" for the goal and "Reach" for the KPI.
- By choosing "Awareness," the main goal of your campaign will be to expose your brand/product to more customers. "Reach" is the only KPI available for the awareness goal.
- Make sure the optimization strategy is set to "Prioritize spending in full budget, while maximizing performance" to maximize impressions.
Step 4: Select budget and delivery strategies
- Enter budget. This is the maximum amount you will spend for all line items in this order.
- Add budget caps (daily or monthly) if needed. To ensure your order's budget delivers in full, avoid setting budget caps unless absolutely necessary, as they may limit your campaign's potential reach and effectiveness.
- Add an agency fee if needed.
Step 5: Add conversion tracking metrics
- Select any products and off-Amazon conversions you want to associate with your campaign.
- Ignore pixel tracking. You can no longer associate pixels with an order on Amazon DSP.
Step 6: Add targeting and optimization tactics
- Set frequency caps and frequency groups if desired. If you don’t set a frequency cap for your order, it will automatically be set to unlimited.
- Save your order.
What have you accomplished?
After reading this how-to article, you should now be equipped with the skills to...
- Create an awareness-focused order.
- Continue to the next steps of creating line items for an awareness-focused order.