1. Introduction

Xnurta DSP Smart Creation is an AI-powered tool designed to simplify and accelerate Amazon DSP campaign creation. It provides intelligent recommendations to help advertisers efficiently set up audience targeting, budgets, and objectives, reducing the time required to launch DSP orders.

2.Who needs this?

New DSP users who lack experience in setting up DSP campaigns.

Xnurta Smart Creation provides AI-powered recommendations based on best practices, reducing the complexity of campaign setup.
Simplifies audience selection and order creation, making it easier for beginners to launch successful DSP campaigns.

Experienced DSP users who need to launch multiple DSP orders more efficiently.

Xnurta enables bulk DSP order creation while maintaining granular control over audience segmentation, budgets, and optimizations.
Streamlines the workflow by integrating audience creation and campaign setup in one interface, avoiding multiple page navigation in the native DSP console.

3. How to do it?

Step 1: Set Up ASIN Data for DSP Order Tracking and Audience Targeting

Before creating a DSP order, it is essential to update ASIN information to enable:

1. Accurate DSP order tracking for ad-attributed sales.

2. Audience segmentation in DSP works similarly to keyword targeting in Sponsored Ads, allowing advertisers to reach relevant shoppers based on their browsing and purchasing behavior.

Follow these steps to prepare ASIN data:

1. Access ASIN Group Management

Navigate to AI Managed Campaigns → Click on ASIN Group Management.

2. Import Product Data for Account ASIN Syncing

Click Import Products and upload all ASINs associated with the account.
This allows Xnurta’s platform to store ASIN data and attribute performance metrics accurately.

3. Create ASIN Groups for Segmentation & Tracking

Click Create ASIN Group and add:
- Advertised ASINs – The main products you are advertising.
- Own Variants – If you want variant sales to be counted as ad-attributed performance, include them in the ASIN group.
  - However, if you prefer to track only the advertised ASIN's performance (excluding its variants), include only those ASINs.

Edit the ASIN Group Name – This helps in easily identifying different ASIN groups within the system for better organization and analysis.

The system will automatically calculate sales attribution, performance data, and audience insights based on the ASIN group.

💡 Important Notes on DSP Performance Tracking:

DSP tracks both Attributed Performance and Total Product Performance.

Attributed Performance reflects sales directly from advertised ASINs - these are conversions where the shopper clicked the DSP ad and purchased the advertised product or its variants.

Total Product Performance includes all purchases influenced by the ad, even if they are not the advertised ASIN.

Example: A shopper clicks on the DSP ad, lands on the advertised ASIN’s page, but ends up purchasing a different product from the same brand store - this sale will be included in Total Product Performance, but not Attributed Performance.

By structuring ASIN groups correctly, advertisers can gain better insights into ad-driven conversions and brand impact across their product catalog.

4. Define Competitive & Related ASINs for Targeting

To maximize reach and conversion, include competitor and related ASINs in your target audience strategy.

💡 How DSP Targets These Audiences:

Unlike Sponsored Ads, DSP targeting is not limited to the ASIN listing page or search page. Instead, DSP leverages shoppers' browsing, search, and purchase behaviors to reach relevant audiences across Amazon and third-party sites.

ASIN Category

Purpose & Strategy

Main Competitor Products

Core ASINs you want to aggressively target to increase visibility and steal market share from direct competitors.

General Competitor Products

A broader list of competitors’ ASINs that help reach shoppers who are in-market but not necessarily looking at core competitors.

Related Products

ASINs that have potential cross-sell or category adjacency benefits. For example: - If selling dog treats, target dog food ASINs to increase awareness. - If promoting a newer ASIN/category, target your brand’s top-selling ASINs to create cross-sell opportunities.

💡 Key Considerations:

ASINs do not need to be from your own brand - you can add competitors’ products and other brands on Amazon.

For Xnurta Search Users: Utilize Product Analysis to identify high-index competitor ASINs for targeting.

For Xnurta AMC Users: Leverage the Product Association Report & Audience Label Model to discover potential ASINs & categories for expanding awareness of advertised ASINs.

Automated Audience Creation in Xnurta Smart Creation

Once a Smart Creation campaign is built, Xnurta will automatically generate audience segments based on the following timeframes:

Product Viewers (Shoppers who viewed the ASIN) → Lookback Windows: 7 / 14 / 30 / 60 / 90 Days

Product Purchasers (Shoppers who purchased the ASIN) → Lookback Windows: 30 / 60 / 90 / 180 / 365 Days

Audience Size Considerations & Best Practices

Amazon requires a minimum audience size of 2,000 shoppers for segment creation.

If an ASIN has low browsing or purchase data, audience creation may fail due to insufficient data.

To ensure successful audience segment creation, it is recommended to include more ASINs in your target list

Step 2: Create DSP Campaigns, Set Flight Dates, and Allocate Budget

After setting up ASIN groups in Step 1, follow these steps to configure your DSP campaign settings:

1. Select the ASIN Group – Choose the ASIN group created in Step 1 for targeting.

2. Insert Budget – Enter the total campaign budget allocated for this ASIN group.

3. Edit Date Range – Adjust the flight start and end dates for the campaign.

By default, the DSP order is set to start on the 1st of the next month.
The campaign start date can be adjusted, and the end date can be extended later if needed.

4. Include Agency Fee (Optional) – If you check this box, the total budget will include the agency fee.

💡 Managing Multiple ASIN Groups in One Campaign

If you want to launch multiple ASIN groups in the same campaign, click the plus (+) sign at the top and select additional ASIN groups.

💡 Understanding Budget Allocation & Agency Fees

If the agency fee box is checked, the total budget entered will include both media costs and the agency fee.
- Example: If the total budget is $5,000 and the agency fee is 10%, then Amazon DSP will spend $4,500 on media and allocate $500 as the agency fee.
If the agency fee box is not checked, the entire budget will go toward media spend (i.e., the full $5,000 will be spent on DSP ads).

💡 Budget Recommendations & CPM Reference

There is no hard minimum for DSP, but higher budgets allow more flexibility in targeting and exposure.

Recommended budget for newer ASINs: At least $5,000/month, allowing for two targeting tactics (e.g., retargeting + awareness).

For users planning to launch video or streaming TV ads, we recommend a $10,000/month budget for effective reach.

CPM (Cost Per 1,000 Impressions) Estimates(Note: CPM varies based on seasonality and category competitiveness.)

Streaming TV CPM: $22–$25

Online Video CPM: $15 or above

DSP Banner CPM: $3–$10 (varies based on visibility and targeting strategy)

Step 3: Select the Right Campaign Objective

Selecting the appropriate campaign goal is essential for efficient budget allocation and better performance outcomes.

AI Objective Selection Guide

Objective	Best For...
Drive New Traffic	New ASINs that need brand awareness. ASINs with 100 ratings or below (since their audience traffic is low, they are not yet ready for lower-funnel tactics). Users with a flexible budget (e.g., $8K or above) who want to scale mature ASINs and drive more new-to-brand traffic. Advertisers looking to use upper-funnel tactics such as video ads and streaming TV (STV) ads.
Drive Growth	Users who want to increase sales within a short period, focusing on current brand shoppers. Users aiming to engage low-funnel audiences (e.g., brand loyalists, repeat purchasers, and cart abandoners). Users focused on ROAS as the primary performance metric. (**Important: If an ASIN has less than 100 ratings, it may not qualify for Amazon’s audience size requirement of 2,000 users. In such cases, it's recommended to start with "Drive New Traffic" first before shifting to lower-funnel tactics.)

💡 Tip:

If unsure, start with "Drive New Traffic" to build awareness and gather data before shifting to "Drive Growth" for conversion-based strategies.
Selecting "Drive New Traffic" prioritizes mid- and upper-funnel audiences but does not exclude lower-funnel tactics.
Similarly, selecting "Drive Growth" prioritizes lower-funnel audiences but does not exclude mid- or upper-funnel tactics.
Audience funnel distribution will be defined in the next step, allowing users to refine their strategy and ensure holistic targeting across all funnel stages.

Step 4: Plan the Strategy

Xnurta has already prebuilt the strategy and settings based on the budget and objective selected in the previous step. The AI-driven setup ensures an optimized approach, but users can further customize the details if needed.

💡 Tips to Customize Your Strategy

Click "Others" to expand and modify additional settings.

Need to expand to different funnels
- Check the box on the right to add more tactics.
- If the budget is tight, keeping fewer funnels is recommended to avoid spreading the budget too thin.

Creative Selection
- If no image or video assets are available, start with REC (Responsive E-commerce Ads) - Amazon auto-generates these banners, requiring no assets.
- Additional creatives can be uploaded later when ready.
Device Targeting
- Xnurta separates line items by desktop, mobile app, and mobile web because shopper behavior and ad costs vary by device. This structure makes future optimizations easier.
Inventory Selection
- Amazon → Ads appear on Amazon-owned properties (Amazon.com, Amazon app etc.).
- Off-Amazon → Ads appear outside Amazon, including Amazon-operated sites and third-party platforms like IMDB, CNN, Wall Street Journal, Yahoo, Weather.com, etc.
Frequency Cap
- Controls how often an individual user sees your DSP ad within a specific timeframe.
- Adjust based on campaign needs to balance exposure and budget efficiency.

Step 5: Targeting Audience

Xnurta AI has already pre-selected the audience based on the campaign goal and budget to ensure optimal targeting.

Review Audience Selections

Click the pencil icon (top right) to view audience selections.
Audiences marked with "include" are actively targeted.
Audiences marked with "exclude" are negated to prevent audience overlap across funnel stages.

Why Do We Exclude Certain Audiences?

To prevent overlap between awareness, consideration, and conversion tactics – For example, we exclude ASIN viewers from awareness and consideration campaigns to ensure they are later targeted in conversion-focused tactics.

To refine audience segmentation – This ensures that each funnel stage is clearly defined, allowing budgets to be efficiently allocated to different customer journeys.

To ensure we target shoppers still in consideration – This means:

Targeting competitor ASIN viewers to capture potential new customers.

Excluding promoted & competitors ASIN purchasers to focus budget on those still deciding.

Customizing Audience Targeting

To adjust the audience, click the "X" icon to remove an audience or select a new audience from the right panel.
If you need to apply the same audience selections across multiple line items, check all the relevant boxes and use the "Bulk Operation" feature.
- Example: Exclude ASIN view and purchase audiences from awareness and consideration line items to focus them in conversion-focused campaigns.

Tips - Lookback Window Strategy by Product Type

For CPG & Shorter-Consideration Goods:

Use a shorter lookback window since shoppers frequently repurchase these products.

Exclude recent purchasers within a short timeframe to avoid targeting customers who just bought the product.

For Electronics & High-Consideration Goods:

Use longer lookback windows (e.g., 30, 60, or 90 days) since shoppers take more time to decide.

Exclude purchasers within 365 days, as they are unlikely to buy the same product again within a year.

Step 6: Set Flight Budget for Each Strategy

Xnurta AI has already allocated the budget per tactic based on your campaign goal and budget input. However, you can manually adjust the budget distribution by strategy and flight period to optimize performance.

1. Adjust Flight Dates & Budget

Click the calendar to modify the promotional cycle (flight dates).
If running a promotion in a specific week, increase the budget for that period.
For non-promotional periods, reduce the budget to optimize spending.

2. Modify Budget by Strategy

AI has pre-set the consideration vs. conversion budget split, but you can adjust it manually.
Increase budget for conversion strategies if you want to focus on driving more sales.
Allocate more budget to consideration tactics if the goal is expanding brand awareness.

Step 7: Creative Selection & Upload

Xnurta AI supports multiple creative formats for DSP campaigns. If you're a new user without existing creatives, click "Create Creative" at the top. If you want to use an existing creative, simply select it from the list below.

Creative Types:

Display Image Banner Ads – Standard static
Component (REC) Ads – Amazon auto-generated banners that don’t require any assets.
Video Ads – Suitable for Online Video (OLV) and Streaming TV (STV) ads.

How to Create a New Creative:

1. Select the banner type you plan to upload into the system.

2. For REC (Component Ads):

Click “Change” in the Product section to add the advertised ASIN.
(Optional) Scroll down to add a brand logo and custom headline.

3. Click "Refresh" after creating a new creative so the system can update and display the latest creative options.

4. For bulk updates:

If multiple creatives share the same logo, URL, or details, use "Bulk Operation" (left side) to update all at once.

Helpful Tips:

If you don’t have creative assets, start with REC ads since they don’t require any custom images or videos.

Ensure your ad meets Amazon’s ad policies before uploading.

For detailed ad specs, sizes, and guidelines, refer to Amazon’s official documentation:

Ad specs - Ad sizes, dimensions, and policies | Amazon Ads

eCommerce display creatives - Guidelines & ad specs| Amazon Ads

Online video (OLV) ad specs | Amazon Ads

Streaming TV & Prime Video ad specs | Amazon Ads

Step 8: Final Review & AI Optimization

Before launching the campaign, review the DSP structure and campaign details displayed at the top of the page. Adjust AI settings as needed.

Recommendations:

For New Users: Enable all AI settings to allow Xnurta AI to optimize budget, bidding, targeting, and creative distribution for maximum efficiency.
For Experienced Users: Fine-tune AI settings based on your preferred best practices, adjusting bid ranges, target settings, and budget distribution.

Important:

Ensure Amazon's Automated Budgeting is Turned Off. Xnurta AI cannot function properly alongside Amazon’s automated budget optimization.
Review Budget & Targeting Optimization Settings: Allow Xnurta to dynamically adjust budget caps, optimize targeting, and refine creative weight distribution.
Once everything is set, click "Create" to launch your DSP campaign!

Tips After Creating an AI-Managed Group

1. Activate Your Orders & Line Items – By default, all newly created orders and line items are set to Paused. Make sure to manually activate them so the campaign can start running.

2. Confirm Audience Segment Creation – Due to Amazon's minimum audience size requirement (2,000 users), some audience segments may fail to generate if the traffic is too low. Follow these steps to check and fix audience segment issues:

Step 1 – Click the pencil icon of the newly created managed group.

Step 2 – Click into the line item.

Step 3 – Check the status of audience creation. If you see a quotation mark icon, it indicates an issue.

Step 4 – Click "Retry Failed Audience in Bulk" to attempt re-creation.

Step 5 – If the audience still doesn’t meet the requirement, try:

Extending the Lookback Window (e.g., increasing from 30 days to 60/90 days).
Including More ASINs to expand the potential audience size.