What is performance marketing?

Performance marketing

From user to the regular customer

Performance marketing is a type of digital marketing that focuses on measurable results. It emphasizes the ability to track and measure specific customer actions, such as clicks, purchases, or leads generated, in order to determine return on investment (ROI). This model is based on encouraging the recipient to perform a given action, the effect of which is paid by the employer (as in the case of Pay Per Click ads, the display is not enough).

Here are the most popular goals of efficiency campaigns:

• making a purchase in an online store;
• obtaining a lead;
• registration on the website;
• newsletter subscription;
• completing the survey;
• e-book download;
• liking or subscribing to the brand profile in social media;
• going to the landing page.

Benefits and advantages

It’s an efficient way of marketing because you only pay when you get an actionable result from your campaigns. This means that you don’t have to spend money on marketing efforts that don’t bring in tangible results. Performance marketing also helps to make your marketing more targeted and effective. Since you only pay for results, you can focus your efforts on finding the people who are likely to be interested in your product or service and targeting them with ads specifically tailored to them.

The biggest advantage of performance marketing is its measurability. Each action gives very accurate results – so we can easily check the reach of the ad, how many people it reached and how many people reacted to it. However, this brings another advantage worth mentioning: our advertising costs become transparent, we know exactly how much we spend and on what. In addition, performance marketing gives us a much better insight into the behavior of recipients, thanks to which we can properly optimize each element on our website.

Mission possible: conversion

Conversion is the process of transforming website visitors into customers or leads, and is typically measured by the number of sales or the rate at which website visitors turn into customers. By understanding how different elements interact and impact the user experience, performance marketers can create campaigns that are tailored to each individual visitor’s needs and preferences. This is what sets performance marketing apart from other forms of digital marketing, as it focuses on optimizing the user experience in order to achieve better results.

Performance marketing channels

Performance marketing is about utilizing various channels to promote products and services, and in order to achieve maximum success, one should have a comprehensive understanding of the available channels.

1. Paid search advertising. This includes platforms such as Google Ads, Bing Ads, and Yahoo Gemini, where businesses can buy ad space and target their audiences with highly targeted ads. It is an effective way to drive traffic and increase conversions.
2. Social media advertising. It allows businesses to target a very specific audience with tailored messages and can be used to generate brand awareness and boost sales. Popular platforms such as Facebook, Twitter, and Instagram all offer performance marketing opportunities.
3. Display advertising. It involves placing graphical ads on websites in order to promote products or services. It’s a great way to get exposure and create brand awareness, as ads are displayed on many popular sites.
4. Affiliate marketing. This type of channel involves incentivizing other people or businesses to promote your products or services by offering them a commission on any sales they generate. It’s a great way to get others to do the heavy lifting for you in terms of promotion and it’s an excellent way to increase your customer base.
5. Influencer marketing. The last one is a form of performance marketing that involves collaborating with influential people in your niche to promote your products or services. It’s become increasingly popular in recent years due to its potential to reach large audiences quickly and effectively.

Models of settling performance marketing campaigns

• CPC (Cost Per Click). This is a great model for businesses that are looking to drive more traffic to their website or page, as it allows them to pay only when someone actually takes action.
• CPL (Cost Per Lead). This model is based on the acquisition of leads, as opposed to clicks.
• CPA (Cost Per Action). In this model, the advertiser pays for each time a specific action is taken after clicking their ad.
• CPO (Cost Per Order). This model is based on orders placed after someone has clicked an ad. Here, the advertiser pays a set amount for each order placed through their ads.
• CPS (Cost Per Sale). This model pays the advertiser a set amount for each sale generated through their ads. It’s used by businesses that want to ensure they’re getting some kind of return on their investment.
• A hybrid model combines two or more of the above models into one campaign. This gives advertisers the flexibility to choose which type of model works best for them and their goals.

In conclusion

Performance marketing is an increasingly popular marketing strategy used to drive leads and conversions for businesses. It allows businesses to pay for the results that they get, as opposed to more traditional forms of advertising where you have to pay upfront regardless of results. By taking advantage of its targeted approach, tracking capabilities and flexible budgeting, businesses can maximize their success with performance.