Performance Marketing was developed alongside the evolution of the Internet, as it relies on the possibility to pay providers depending on the performance. Therefore, you need to be able to have insight and data about the success of your campaign, which is quite impossible without the internet. Thus, performance marketing is closely related to a digital marketing (which relies on the use of digital technologies, especially the Internet, to reach potential customers).
The specificity of it relies on the fact that it focuses on the lower part of the marketing funnel, which means that it focuses on actual action from the customer. Its goal is to get people to click on your ad, add your product to cart, or buy your product or service, and not just to see it. It is meant to generate results, not only awareness (even though it will also allow you to broaden your reach). As mentioned earlier, you need to know how your campaign is performing.
In order to precisely assess the results of a campaign, you need to determine the Key Performance Indicators (KPIs) that matches your business’ objectives. Those can be financial, technical, social, marketing, logistical and so on. Identifying the right KPIs will help you decide which strategy to use to improve your performance.
First of all, it allows you to improve your Return on Investment (ROI), as you pay only when you have actual results. You can pay for a certain amount of click, lead or even sales. This makes it more cost-efficient. Furthermore, since your targeting is more efficient, you don’t waste money reaching out to people who would not be interested in your brand. Secondly, you enjoy all the advantages of digital marketing, the main one being that you can reach an entire country with a lower budget. While traditional marketing is bound by its physical and geographical limits, the Internet knows no such limits. A unique advertisement poster can, for example, only reach a specific neighborhood, whereas a unique online ad can be seen by people all over the world, provided that they have access to the Internet. And while digital marketing may allow you to reach out throughout the world, performance marketing allows you to do it efficiently, by using the right targeting. This means that performance marketing is accessible to all types of companies, given the fact that it doesn’t engage expenses before getting revenues.
Being online also makes the trackability of your campaign performances easier and more accurate: thanks to technologies such as Facebook and Google pixels for websites and Facebook/Google Software Development Kit (SDK) for mobile apps you can be updated in real-time as people interact with your website and apps Thanks to this tracking you can roll out A/B tests, which makes performance marketing more adjustable: you can try out different types of campaigns at the same time and actually be able to identify which one works best (which you can’t do with traditional marketing). Testing different types of ads (for example testing to different banners on Facebook Ads) allows you to continuously improve your performance and your ROI. To continue with the example, you will use the banner that performed better, then compare it to another banner, and so on. Overall, performance marketing is a win-win situation for both the advertiser and the publisher since a performing campaign equals good results for the advertiser and revenue for the publisher.
There are a lot of channels you can use to do performance marketing. But no matter which one you choose, there are simple rules that you must follow. First, you need to segment your audience. It will make your targeting as efficient as possible. To efficiently segment, you will need to split your audience into personas and create dynamic audiences. By identifying the most specific audience possible, you will be able to target a very distinct audience with different ads and in doing so, you will have the most efficient spend you could get. Secondly, you need to adopt a marginal approach.
This means that you have to focus on the impact of the last dollar spent (rather than the average spend to make sure that the campaign’s results are always improving and that every dollar spent has a positive impact on the business. Data is the key to performance marketing. And if you want to be able to improve your performance and have real insight into your campaigns, you need to track your data. The more tracking you do, the more learning you get. Once you have your data, it is really important (and this may seem obvious) to pay close attention to the results of your campaign, you will gain a lot of insights from it. You will be able to keep track of what works and what doesn’t, and most importantly, why it worked (or didn’t).
But you don’t want to spend time analyzing data that doesn’t make sense with your business and the goal you’re aiming to reach. That’s why you always have to keep your KPIs in mind and analyze your results in light of the KPI’s, to be sure that you are achieving your goals. To be the most efficient as possible you can also run A/B Tests, which will allow you to continuously improve your performance. To set up a good A/B Test you have to make both ads run simultaneously and make sure that besides the tested variable, the environment is exactly the same for both ads.
Let’s be honest here, every kind of business can go for Performance Marketing. Whether your goal is to build awareness around your brand, or boost your app installs, drive more traffic to your website or increase your number of followers on social media, Performance Marketing is the answer. And since it is the most cost-efficient form of marketing, it can adapt to every kind of budget. It is actually even more interesting if you are on a restricted budget since you are sure to use this budget efficiently.
What is Performance Marketing? Performance Marketing covers all marketing techniques that provide the possibility to pay the provider depending on the performance of the campaign. Why choose performance marketing?
How to implement effective performance marketing
Does it apply to your business? Whatever your business is, you can be sure that it does.