How to Launch DSP Campaigns Using Bulk Order Creation

1. Introduction

Some locales may not have access to Smart Creation yet, so bulk order creation is an efficient way to launch DSP campaigns. Follow these steps to set up your campaign successfully.

 

2. Understanding Campaign Tactics

Each DSP campaign tactic has different goals, KPI metrics, and audience strategies. Below is an example of how advertising a collagen powder product might be structured:

 

Tactic	Goal	KPI Metrics	Audience Example
Awareness	Drive new-to-brand traffic and increase awareness	Impressions, CTR	LS - Skin Care + Female, LS - Sport + Female, Exclude: Brand Purchasers (L365D), Promoted ASIN Viewers (L180D)
Consideration	Engage with shoppers considering products in the category	NTB Sales, ROAS	Competitor ASIN Viewers (L14D), In-Market (Collagen Products), Exclude: Competitor ASIN Purchasers (L90D), Promoted ASIN Purchasers (L90D)
Conversion	Retarget shoppers who viewed the advertised ASIN but did not purchase	Sales, ROAS	Promoted ASIN Viewers (L14D, L30D), Exclude: Promoted ASIN Purchasers (L90D)
Brand Loyalty	Increase repeat purchases and customer lifetime value by cross-selling related products	Sales, Subscribe & Save (SnS)	Brand Purchasers (L30D), Promoted ASIN Purchasers (L30D)

💡 Tip: Consideration time and product lifecycle impact audience segmentation. Shorter lookback windows work better for fast-moving consumer goods (e.g., supplements), while longer lookback windows are effective for high-ticket items (e.g., electronics).

 

3. How to do it? 

Step 1: Create Audience Segments

The primary goal of this step is to build audience segments that will be used for Consideration and Conversion tactics, while also setting up exclusions in Awareness campaigns to avoid overlap between different funnel stages.

1.  Click on Audience to create a new audience.

2. Gather promoted ASIN, competitor ASIN for product viewe, and purchasers audeince segment

3.  Create audience segments with different lookback windows based on product lifecycle (e.g., 7-day, 14-day, 30-day lookback).

 

 

Step 2: Create Orders and Line Items

Now, set up orders and line items to define your budget, flight duration, goals, and tracking ASINs.

How to Create an Order:

1.  Go to "Ads" and click "Create Order."

2.  Name your orderusing a structured format: Recommended: Brand_Category_Tactic_CreativeType

3.  Select the campaign goal and KPI:

4.  Set flight budget and date range:

5.  Add tracking ASINs to get attributed and total performance data.

💡 Tips & Insights:

Adding tracking ASINs allows Amazon to measure both attributed performance and total sales impact from your DSP ads.

•  Attributed Sales: Sales directly linked to shoppers who clicked on your DSP banner and purchased the promoted ASIN.
•  Total Sales: Includes purchases from other products in your brand store made by the same shoppers who engaged with your DSP ads, even if they didn't buy the specific advertised ASIN.

Budget Allocation Strategy:

• If you have an upcoming promotion, adjust the budget to be higher during peak days/weeks.
• If your goal is always-on brand awareness, distribute the budget evenly over time.

 

Step 3: Build Line Items

Each order can have multiple line items based on device type, inventory selection, and audience targeting.

How to Build Line Items:

1.  Use a structured naming convention:

a.  SD_Site_Audience (e.g., SD_Amazon_PromotedASIN_L30DView)

2.  Select Device Type:

a.  SD (Site Display) → Desktop

b.  MA (Mobile App) → Mobile

3.  Choose Inventory Placement:

a.  Amazon Site → Amazon Shopping App & Mobile Web

b.  Off-Amazon → Amazon Publisher Direct & Third-Party Exchanges

4.  Set Audience Targeting:

a.  Include promoted ASIN viewers for retargeting.

b.  Exclude past purchasers to refine segmentation.

5.  Define Viewability Threshold:

a.  Start with 40%+ viewability for optimized ad placements.

6.  Set Frequency Cap:

a.  Control ad exposure per audience segment (e.g., 3 times/day for L30D viewers).

7.  Set Base Bid:

a.  Custom Audiences with 40%+ Viewability → Start with $5-$7

b.  In-Market Audiences → Start with $3-$5

8.  Click Confirm.

💡 Tips: Higher viewability settings (similar to top-of-search Sponsored Ads) can drive premium placements but may increase CPM.

 

Step 4: Associate or Upload Creatives

Now that orders and line items are set, it's time to associate existing creatives or upload new ones.

How to Add Creatives:

1.  Click the Asscosiate Creative Icon in the Line Item.

2.  If existing creatives are available, select them from the library.

3.  If no creatives exist, click "Add Creative" and upload assets.

4.  For new users: Start with Component Banners(auto-generated by Amazon) if no assets are available.Click "Change" to insert ASINs for auto-generated banner creatives.

 

Step 5: Duplicate Line Items and Edit Settings

Once a line item is completed, it can be duplicated to create multiple versions with different settings.

How to Duplicate Line Items:

1.  Click the Copy Icon on a completed line item.

2.  Edit the Device Type and Audience to match the naming convention.

3.  If creating multiple line items, use the Bulk Copy option to duplicate and edit them in bulk.

💡 Tips:

• Use the line item shell to quickly adjust settings, reducing manual work.
• Bulk duplication is useful for campaigns with multiple targeting options.

Final Step: Activate Orders and Line Items

• Once all orders, line items, and creatives are created, make sure to activate them to start running your campaign.
• Go to the Orders tab and switch the status from Inactive to Active.
• Navigate to the Line Item tab and ensure all relevant line items are enabled.
• Double-check that all creatives are approved and linked properly.

💡 Tip:

• If your orders or line items remain inactive, check if the flight start date is set in the future or if there's a missing audience requirement.