Amazon DSP has introduced goal-based bidding to enhance brand awareness campaigns by optimizing reach and frequency results. Advertisers can set specific reach and frequency goals, and Amazon DSP will automatically adjust bids in real-time to meet these objectives. This feature utilizes user and impression signals along with Amazon models to ensure efficient delivery and performance.
Key Features
- Automatic Optimization: Real-time bid adjustments to maximize reach and frequency goals.
- Efficiency: Reduces inefficiencies caused by under- and over-frequency.
- KPI Targeting: Allows setting specific KPI targets, such as a frequency of 2 times per week, with optimization strategies like "Prioritize spending budget in full, while maximizing performance."
Importance
- Higher Unique User Reach: Achieve broader audience reach.
- Optimal Frequency: Maintain an ideal frequency per user to drive efficient outcomes.
- Budget Efficiency: Ensures full utilization of campaign budgets while maximizing performance.
Availability
- Regions:
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
- Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
- Asia Pacific: Australia, India, Japan, New Zealand, China, Singapore
Access
- Who Can Use It: Amazon DSP advertisers globally, including both managed (Reach & Frequency) and self-service (Frequency only) for display and video non-guaranteed campaigns.
- Platforms: Available on Amazon DSP and Amazon Ads API.
