December 30, 2022
Building multiple responsive ecommerce creatives for the Amazon DSP in seconds
My Role
Lead designer, responsible for end-to-end solution, user testing, and quality assurance during implementation.
Duration
3 Weeks
Team Members
Alannah Higgins (Product Manager); Mikayla Martorano (Product Designer); Jake Asiddao (Product Designer); Navneet Singh (Senior Software Engineer); Salman Sharif (Software Engineer); Andrei Markov (Software Engineer)
About Perpetua
Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.
About the Amazon DSP (demand-side platform)
Amazon's demand-side platform (DSP) allows advertisers to programmatically buy ads to serve on and off Amazon. However, managing ads through Amazon's native ad console is tedious and time-consuming. Using Perpetua’s software for DSP, advertisers can launch and optimize ads across the funnel in seconds, rather than days.
To promote a product on the Amazon DSP, brands need a “creative” which is the visual ad seen by shoppers browsing the internet.
Building creatives in bulk is tedious and time-consuming
The most popular and versatile creative is a Responsive eCommerce creative (REC) which allows users to promote multiple products through a single asset. The product promoted within ads seen by shoppers will vary randomly throughout the duration of an ad campaign. While this can help users easily promote a large portfolio of products, adding multiple products to a single REC asset can lead to loss of control for brands.
Due to varying product engagement among shoppers, users lose the ability to push better performing products, or to pull back budget on lower performing products. Users are also blind to the potential downsides of this approach given that product-specific reporting is impossible when performance for multiple products is bundled under one asset.
How might we allow DSP advertisers to build creatives for multiple products at once?
For better reporting, users prefer creating an REC per product. The problem is that creating multiple creatives in Amazon's native UI is time-consuming, especially for users with large product catalogs.
Testing a bulk creation flow in Perpetua
Using the updated creative build flow in Perpetua, users have the option to combine products into a single creative or build a creative per product. When users select the latter, they can navigate between individual creatives using the dropdown trigger and navigation arrows within the updated modal header.
Users need bulk editing efficiency, not just bulk creation
After testing my solution, I discovered that users not only cared about bulk creation, but also needed a way to easily apply edits made on individual creatives across all other creatives built in the flow. This would avoid users having to click through each creative to apply the same or similar configurations.
Through testing, I was also able to validate which configurations to set by default so that the majority of customers wouldn't need to change anything prior to building.
Perpetua users can now build multiple creatives in seconds, not hours
The result of this feature was a significant time savings for users. Users could now build 10s - 100s of creatives in under 10 seconds, a process that could take hours within competitor softwares and Amazon's native UI.
Future roadmap: Supporting advanced creative types
While the existing flow is only supported for Responsive eCommerce creatives (RECs), the most commonly used creative type on Amazon DSP, this flow could be applied for any creative type, including custom image creatives, or video creatives in the future.
December 30, 2022
Building multiple responsive ecommerce creatives for the Amazon DSP in seconds
My Role
Lead designer, responsible for end-to-end solution, user testing, and quality assurance during implementation.
Duration
3 Weeks
Team Members
Alannah Higgins (Product Manager); Mikayla Martorano (Product Designer); Jake Asiddao (Product Designer); Navneet Singh (Senior Software Engineer); Salman Sharif (Software Engineer); Andrei Markov (Software Engineer)
About Perpetua
Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.
About the Amazon DSP (demand-side platform)
Amazon's demand-side platform (DSP) allows advertisers to programmatically buy ads to serve on and off Amazon. However, managing ads through Amazon's native ad console is tedious and time-consuming. Using Perpetua’s software for DSP, advertisers can launch and optimize ads across the funnel in seconds, rather than days.
To promote a product on the Amazon DSP, brands need a “creative” which is the visual ad seen by shoppers browsing the internet.
Building creatives in bulk is tedious and time-consuming
The most popular and versatile creative is a Responsive eCommerce creative (REC) which allows users to promote multiple products through a single asset. The product promoted within ads seen by shoppers will vary randomly throughout the duration of an ad campaign. While this can help users easily promote a large portfolio of products, adding multiple products to a single REC asset can lead to loss of control for brands.
Due to varying product engagement among shoppers, users lose the ability to push better performing products, or to pull back budget on lower performing products. Users are also blind to the potential downsides of this approach given that product-specific reporting is impossible when performance for multiple products is bundled under one asset.
How might we allow DSP advertisers to build creatives for multiple products at once?
For better reporting, users prefer creating an REC per product. The problem is that creating multiple creatives in Amazon's native UI is time-consuming, especially for users with large product catalogs.
Testing a bulk creation flow in Perpetua
Using the updated creative build flow in Perpetua, users have the option to combine products into a single creative or build a creative per product. When users select the latter, they can navigate between individual creatives using the dropdown trigger and navigation arrows within the updated modal header.
Users need bulk editing efficiency, not just bulk creation
After testing my solution, I discovered that users not only cared about bulk creation, but also needed a way to easily apply edits made on individual creatives across all other creatives built in the flow. This would avoid users having to click through each creative to apply the same or similar configurations.
Through testing, I was also able to validate which configurations to set by default so that the majority of customers wouldn't need to change anything prior to building.
Perpetua users can now build multiple creatives in seconds, not hours
The result of this feature was a significant time savings for users. Users could now build 10s - 100s of creatives in under 10 seconds, a process that could take hours within competitor softwares and Amazon's native UI.
Future roadmap: Supporting advanced creative types
While the existing flow is only supported for Responsive eCommerce creatives (RECs), the most commonly used creative type on Amazon DSP, this flow could be applied for any creative type, including custom image creatives, or video creatives in the future.
December 30, 2022
Building multiple responsive ecommerce creatives for the Amazon DSP in seconds
My Role
Lead designer, responsible for end-to-end solution, user testing, and quality assurance during implementation.
Duration
3 Weeks
Team Members
Alannah Higgins (Product Manager); Mikayla Martorano (Product Designer); Jake Asiddao (Product Designer); Navneet Singh (Senior Software Engineer); Salman Sharif (Software Engineer); Andrei Markov (Software Engineer)
About Perpetua
Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.
About the Amazon DSP (demand-side platform)
Amazon's demand-side platform (DSP) allows advertisers to programmatically buy ads to serve on and off Amazon. However, managing ads through Amazon's native ad console is tedious and time-consuming. Using Perpetua’s software for DSP, advertisers can launch and optimize ads across the funnel in seconds, rather than days.
To promote a product on the Amazon DSP, brands need a “creative” which is the visual ad seen by shoppers browsing the internet.
Building creatives in bulk is tedious and time-consuming
The most popular and versatile creative is a Responsive eCommerce creative (REC) which allows users to promote multiple products through a single asset. The product promoted within ads seen by shoppers will vary randomly throughout the duration of an ad campaign. While this can help users easily promote a large portfolio of products, adding multiple products to a single REC asset can lead to loss of control for brands.
Due to varying product engagement among shoppers, users lose the ability to push better performing products, or to pull back budget on lower performing products. Users are also blind to the potential downsides of this approach given that product-specific reporting is impossible when performance for multiple products is bundled under one asset.
How might we allow DSP advertisers to build creatives for multiple products at once?
For better reporting, users prefer creating an REC per product. The problem is that creating multiple creatives in Amazon's native UI is time-consuming, especially for users with large product catalogs.
Testing a bulk creation flow in Perpetua
Using the updated creative build flow in Perpetua, users have the option to combine products into a single creative or build a creative per product. When users select the latter, they can navigate between individual creatives using the dropdown trigger and navigation arrows within the updated modal header.
Users need bulk editing efficiency, not just bulk creation
After testing my solution, I discovered that users not only cared about bulk creation, but also needed a way to easily apply edits made on individual creatives across all other creatives built in the flow. This would avoid users having to click through each creative to apply the same or similar configurations.
Through testing, I was also able to validate which configurations to set by default so that the majority of customers wouldn't need to change anything prior to building.
Perpetua users can now build multiple creatives in seconds, not hours
The result of this feature was a significant time savings for users. Users could now build 10s - 100s of creatives in under 10 seconds, a process that could take hours within competitor softwares and Amazon's native UI.
Future roadmap: Supporting advanced creative types
While the existing flow is only supported for Responsive eCommerce creatives (RECs), the most commonly used creative type on Amazon DSP, this flow could be applied for any creative type, including custom image creatives, or video creatives in the future.