3 Setup Tips for Optimizing Performance+ Campaign CPA

Quick Summary 1. Focus your optimization on a single primary goal event. 2. Connect all available conversion events to your campaign. 3. Activate all open auction sources to expand your reach.

Dive Deeper Amazon Ads Performance+ is an AI-powered campaign solution that automatically optimizes lower-funnel goals like consideration and conversion. The way you set up your campaign determines the number of tactics Performance+ can leverage to find valuable potential customers at the lowest possible Customer Acquisition Cost (CPA). The three best practices below can be implemented in just a few minutes. They activate more optimization tactics and expand your campaign's reach, significantly contributing to lower CPAs. Advertisers who consistently apply these practices will continuously achieve stronger campaign performance.

Practical Tips for Sellers When setting up your Performance+ campaign in the Amazon Ads console, follow these steps:

1. Focus your optimization on a single goal event: When creating your campaign, select only one primary goal event, such as Purchase or Sign-up, under 'Optimization Goal.' This helps Performance+ concentrate on achieving that specific action, improving budget efficiency. Pro Tip: Even if your ultimate goal is a purchase, connecting the 'Page View' event helps Performance+ remarket to users who have already shown interest, contributing to better lower-funnel performance.

2. Connect and utilize all conversion events: Under 'Conversion Events,' link all available conversion events in addition to your optimization goal. Each connected event activates additional optimization tactics for Performance+, enhancing campaign reach and efficiency. Pro Tip: Connecting the 'Page View' event is crucial for remarketing. If you also connect off-site purchase/sign-up events, Performance+ will focus on finding new customers instead of existing ones. Leveraging both Customer Acquisition and remarketing together is the optimal combination for achieving the best CPA.

3. Activate all open auction sources: During campaign setup, ensure that 'Amazon Publisher Services (APS)' and 'Third-party Open Auction' options are activated under 'Placements' or 'Inventory.' Pro Tip: Including all open auction sources expands the pool of impressions that Performance+ can evaluate and bid on, increasing opportunities to find high-value impressions at efficient prices. Activate open auctions across all channels—Display, Online Video, and Audio—to give Performance+ ample room to optimize consistently. A wider supply leads to stronger performance.

Important Considerations 💡 Performance+ operates flexibly based on your campaign settings and delivers maximum effectiveness when all three best practices above are applied. The more restrictive your settings, the fewer tactics the AI can leverage, which may lead to an increase in CPA.

📰 Source: Amazon Ads Official Blog