Results
The Challenge
The Process
Performance+ helped us move from manual audience hypothesis testing to algorithmic, conversion-focused optimization using Amazon’s first-party signals. With Ariat’s large and varying product catalogue, we wanted to understand whether automation-driven modeling could outperform our existing audience-layered structure in efficiency and scale. For mature Amazon brands, Performance+ represents a scalable path to incremental growth when implemented with disciplined testing, strategic oversight, and clear performance guardrails.
Rather than pre-defining who we assumed might convert and the cost we would be willing to pay for conversion, we allowed Amazon’s algorithm to identify high-probability shoppers based on real-time behavioral and retail signals.
We monitored performance against efficiency benchmarks established from historical DSP campaigns, with particular attention to learning-phase volatility in the first 30 days.
While bidding and audience expansion were algorithm-driven, strategic levers such as budget scaling, efficiency thresholds, and product prioritization remained actively managed by the Blue Wheel team.
Aggressive ROAS goals constrained scale; loosening targets unlocked incremental volume without materially sacrificing blended efficiency.
The Solutions
Blue Wheel designed a three-month controlled test to evaluate Amazon DSP Performance+ against Ariat’s standard product retargeting. Both campaign structures targeted shoppers who viewed a product detail page but did not purchase, while budgets, creatives, and flight timing were aligned to maintain consistency. This framework enabled a fair comparison and allowed the team to measure the incremental impact of Performance+.
Performance+ leveraged Amazon’s first-party shopping signals and machine learning to dynamically adjust bids and delivery at the user level based on recency and engagement behaviors. By prioritizing high-probability shoppers and optimizing in real time, the solution aimed to improve acquisition efficiency, engagement, and return on ad spend beyond traditional fixed-bid retargeting. Minor adjustments to ROAS targets significantly impacted scale, highlighting the importance of strategic guardrails.
