Amazon DSP Launches Goal-Based Bidding

September 20, 2024 at 6:37:53 AM

TL;DR Amazon DSP has launched goal-based bidding to help advertisers improve reach and frequency for brand awareness campaigns. Advertisers set their goals, and Amazon DSP optimizes bids in real time using user and impression signals. This feature is available in multiple regions worldwide and can be accessed via Amazon DSP and Amazon Ads API. It benefits both managed and self-service advertisers running display and video non-guaranteed campaigns.

Amazon DSP Launches Goal-Based Bidding

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."

Amazon DSP Launches Goal-Based Bidding

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.

Amazon DSP Launches Goal-Based Bidding

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.

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