Amazon Ads launched a new campaign type called Performance+ on March 29, 2024. This campaign type is designed for businesses that sell beyond the Amazon store and aims to drive performance towards specific goals. It uses first-party signals and machine learning to automate campaign setup, audience creation, and optimization. Advertisers retain control over key aspects and have access to transparent reporting.
Performance+ allows advertisers to select which media types to run, add "off-Amazon conversions", and optimize towards selected events. It automatically generates five lines per line item type with recommended settings and targets Performance+ audiences.
Performance+ is significant because it helps advertisers who sell their products beyond the Amazon store to scale their performance with automation. It also aims to reach prospective shoppers who don't begin their journey with Amazon. The campaign type learns what advertisers value the most and uses machine learning to automate campaign setup and deliver expected performance from Amazon DSP.
Performance+ is available in North America (United States, Canada) and can be accessed through the Amazon DSP and Amazon Ads API. It is part of the 'automatedAdGroupCreation' field of the order object in the API.
Other updates include the ability for advertisers to optimize Amazon DSP campaign pacing with additional creative sizes, set up a customized account structure for their organization, and have more brand suitability controls to filter content for Twitch Display.
