Amazon CPM Ads Getting Started Guide Ad Server version Table of Contents Overview... 1 Getting Started... 1 STEP 1: Create passback ad unit in DFP (30 min)... 2 STEP 2: CPM target in your Ad Server (10 min)... 5 STEP 3: Get Amazon CPM Ads Ad Code from Associates Central (10 min)... 6 STEP 4: Traffic the Amazon CPM Ads ad code in your Ad Server (10 min)... 8 Overview Amazon CPM Ads gives publishers the opportunity to maximize their display revenue by serving high-quality and relevant ads from Amazon and other premium advertisers. This guide provides instructions on how to integrate Amazon CPM Ads using ad servers such as Doubleclick for Publishers (DFP). Getting Started To get started, you will need to access your Associates Central and DFP accounts. The 4-step process is as follows: You should budget 1 hour for this process. Actual time may vary depending on your set up. If you are already familiar with creating passback (also known as redirect) ad codes, you can skip to Step 2. 1
STEP 1: Create passback ad unit in DFP (30 min) You need to create a passback in DFP before you can get your Amazon CPM Ads ad code in Step 3 of this guide. Below, we describe how to pass back to your existing DFP ad campaigns (excluding Amazon CPM Ads). The advantage of targeting your existing campaigns is that you will maximize the campaigns that are eligible to be shown if a request is passed back. 1 In this Step, you will: Create passback ad units in DFP Create a passback placement to simplify passback management in DFP Target existing campaigns to the new passback ad units to maximize your passback revenue 1a. Create Passback Ad Unit: You will create a dedicated passback ad unit in DFP. In DFP>Inventory>Ad Units, click +New Ad Unit. Create an ad unit for each Amazon CPM Ads ad size (728x90, 160x600, 300x250, and 300x600). o Code: Use, AmazonCPMAdsPassbackwidthxheight, where width & height denote the ad size (e.g., CPMAdsPassback728x90 ) o Name: Use the same name as code (add spaces. E.g., CPM Ads Passback 728x90 ) o Size: Select one ad size only (e.g., 728x90) o Target Window: Leave at _top o Placements: Leave blank (we ll assign placements after we ve created the ad units) New Ad Unit Set Up in DFP: 1 Some publishers choose a specific ad network. If this is what you d like to do, then use the ad network s code as the passback ad code and the network s average ecpm by ad size as the target CPM in Step 3 below. 2
1b. Create a new placement: Create a placement in DFP to facilitate passback management In DFP> Inventory>Placements, click +New Placement. Name the new placement Amazon CPM Ads Passback, and assign the passback ad unit(s) to it. o Disable the Offer this placement to advertisers through Google AdWords option. 3
New Placement Set Up in DFP: 1c. Traffic existing ad campaigns to the passback placement: To maximize your passback earnings, target your existing lines to the new Amazon CPM Ads Passback placement. In DFP>Orders> All Line Items. Exclude sponsorship type 4
Adding Amazon CPM Ads Passback placement as a target Open each line item and target the line to the Amazon CPM Ads Passback placement. o Lines you target to the Amazon CPM Ads passback placement will be eligible to serve an if the ad request is passed back. o Any run of network lines will already be targeted to the passback ad unit so you don t have to target those. STEP 2: CPM target in DFP (10 min) You set a target CPM to get your Amazon CPM Ads ad code in Step 3. We recommend that you first use your average ecpm by ad size and adjust over time. In DFP>Reports>Creatives, click edit. Filter by the following: o Rows: Creative Size o Columns: Impressions and Average ecpm o Set last month as the date range. We recommend that you use the resulting average ecpm by ad size as your target CPM in Step 3. 5
STEP 3: Get Amazon CPM Ads Ad Code from Associates Central (10 min) In this step, you will get the Amazon CPM Ads ad code through Associates Central. At the end of this step, you will have one Amazon CPM Ads code per ad size. 1. Go to Associates Central>Amazon CPM Ads tab> Create New Ad Code 2. Enter your ad unit name, ad size, and target CPM. 3. Add your passback ad code. If you use the Google Publisher Tag (GPT), use the following: <script src="//www.googletagservices.com/tag/js/gpt.js"> googletag.pubads().definepassback( "/network_id/amazoncpmadspassbackwidthxheight", [300, 250]).display(); </script> Replace the highlighted sections above with the following: Network_ID: Use your DFP Network ID, available in the DFP Admin area. AmazonCPMAdsPassbackWidthxHeight: With the name of the passback ad unit (e.g., AmazonCPMadspassback300x250) created in Step 1. 300, 250: With the ad size (w, h) that you specified For more information, read Google s notes about GPT passback tags or GAM passback tags. 4. Copy the resulting ad code and save to a file. You will need to use this in Step 4. Create Ad Code Page This is what your Amazon CPM Ads ad code should look like once you have created your ad code. 6
<!-- Header only --> <script type="text/javascript" language="javascript" src="//c.amazon-adsystem.com/aax2/getads.js"></script> <!-- Ad call --> <script type="text/javascript" language="javascript"> //<![CDATA[ aax_getad({ "size":"300x250", "pubname":"associateid", "floor_cpm":"0.55", "channel":"100", "slot_name":"mysite_300x250", "passback":"<script src=\"//www.googletagservices.com/tag/js/gpt.js\"> googletag.pubads().definepassback( \"/12345678/AmazonCPMAdspassback300x250\", [300, 250]).display(); </\script> ", }); //]]> </script> You ll notice the following parameters in the code. However, you are allowed to modify ONLY the ad code variable values highlighted in yellow above. You will not be paid for impressions served as a result of ad code modified in any other way. Size represents the ad size (in widthxheight) for the Amazon CPM Ads ad unit. You are allowed to modify this variable. 7
Pubname : associateid Your Associate Store ID is required for payment. So please don t edit it. Floor_cpm : This is your target CPM and we recommend setting it to the average CPM that you determined in step 2. Your target CPM cannot be less than $0.00. You are allowed to modify this variable. Slot_name : The ad unit name that will be used in your ad unit detail report in Associates Central. You are NOT allowed to modify this variable. Passback : Your passback ad code. Backslashes ( \ ) may have been added to your passback code. The backslashes are required to ensure that the passback works correctly. You are allowed to modify this variable. STEP 4: Traffic the Amazon CPM Ads ad code in your Ad Server (10 min) You will now traffic the Amazon CPM Ads ad code in DFP as an advertising campaign. You will need your Amazon CPM Ads ad code from Step 3 as well as a login to DFP. 1. Login into DFP, click Orders and create a new order: a. Name: Amazon CPM Ads b. Advertiser: Amazon 2. Create a line. We recommend that you create a different line for each Amazon CPM Ads ad unit. a. Name: Enter the name of the ad unit you created in Step 3. b. Inventory sizes: Set Standard. Enter the creative ad size. c. Type: Set Standard delivery with a High priority. d. Start time: Choose Immediately. e. End time: Set a date into the future (e.g. 12 months from today). f. Quantity: Estimate the ad requests you ll send to us over the campaign duration. The more you send us, the more you are likely to make. Any ad requests that we don t fill will be passed to your passback. g. Cost: Enter the target CPM from Step 2. h. Deliver impressions: Select As fast as possible. i. Display creatives: Set to default, One or more. j. Rotate creatives: Leave at default, Optimized. k. Frequency: Don t check; we set one on our side. l. Placement Targeting: Target your existing ad units, but do NOT target passback placement you created in Step 1. m. If you accidentally target your passback placement, an infinite loop might be created in which the Amazon CPM Ads program is called repeatedly by DFP for the same ad request. 8
Line Item Set Up 9
3. Add Creatives: Add the Amazon CPM Ads ad code as a 3 rd party creative associated with the line, to do so, click Save & Upload Creatives a. Add a third party creative. b. Insert the Amazon CPM Ads ad code into the code snippet. No macros needed. c. Select the target ad size d. Save your creative. Associate the creative with the line if you haven t already. 4. Preview the ad: Depending on your target CPM, you should see either an Amazon CPM Ads ad or an ad from your specified passback provider. a. To preview the passback ad, set the floor_cpm parameter in the code snippet to 100.00 (This will set the CPM target to $100.00 which will almost always generate a passback ad). See example below: "floor_cpm":"100.00" b. To preview an Amazon CPM Ads Code ad, you may have to set the floor_cpm value in the code snippet to 0. See example: "floor_cpm":"0.00" i. If you don t see the Amazon CPM Ads ad, check your Amazon advertising preferences here. 10
ii. If you still don t see an Amazon CPM Ads ad, it may be that you visited the Amazon.com website too recently so should check back in 24 hours. c. Don t forget to set the value back to your target CPM before you save! 5. Add a new line and creative for each CPM Ads ad unit you created in Step 3. You re done! If you set the campaign to begin immediately, Amazon CPM Ads should start displaying ads on your website as soon as the campaign is active in DFP. You can see how your Amazon CPM Ads campaign is performing by reviewing the dashboard at Amazon CPM Ads Home, three hours after the campaign starts running. 11