Advertising with AI: What is Performance+?

An AI powered campaign type on the Amazon DSP that helps automate setups, targeting and optimises leveraging Amazon's first party data. First release was leveraging Performance+ driving traffic to brands off amazon (in particular their DTC) where as late last year, they now allow the capability to drive traffic to Amazon.

Performance + Tactics

- Tactics available are:

o Customer acquisition – Focused on reaching shoppers who are similar to past purchases of your brand

o Retention – Focused on reaching shoppers who have purchased your product

Initial Tambo Results

- We focused our testing on customer acquisition inline with a similar DSP campaign set up and the results we have seen are:

o ECPM = -70%

o CTR = +0.08%

o Purchase rate = -0.22%

o ROAS = +£4.63

Initial takeaways

- Performance+ is faster to activate and has shown capability to produce stronger results than existing acquisition tactics.

- Featured ASINs in the order are used to build audiences, reducing these to a smaller number of key ASINs has produced stronger results than when multiple ASINs across different product ranges are chosen.

- Performance+ runs on and offsite helping to reach a larger audience at cheaper costs. Using inventory reports allows us to customise our existing activity in order to serve on better performing sites that Performance+ has identified.

- Reporting is very limited so it is challenging to see any details of what is working, which is why we recommend using Performance+ to compliment existing acquisition campaigns rather than replacing them.


How Performace Plus Works