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.
