What is Performance Marketing?
Performance marketing is a discipline in which an advertiser only pays for the results he or she gets.
Marketing departments within businesses are increasingly trusting in performance optimization agencies because they know their investment will accomplish their goals, a factor which in more traditional marketing agencies often remains up in the air.
These goals are usually related to getting an a response from their audience. The responses include, among other things, a subscription, a like, a share, a signup, or a sale.
Performance marketing means paying for results, not for clicks/impressions. The factor which determines whether or not a campaign has gone well is real data. This data is collected by a tracking system that saves clicks, subscriptions, sales, or conversions in real time.
Characteristics of Performance Marketing
Many advertisers still have doubts about what performance marketing actually is. Most likely this is due to the fact that it’s a relatively new term that encompasses all marketing methodologies.
Some people confuse performance marketing with affiliate marketing. Though they share some similar concepts, the latter is actually a tool and technique to develop work in performance marketing.
Advantages of Performance Marketing
- Ease of ROI measurement. The classic CPM and CPC models offer a cost linked to results but the relation to sales is much more vague. In the case of CPM, we can only know the number of times a given ad has been shown. The downside is that we can’t ensure that a real person saw it. In the case of CPC, we can know who’s been on our site after a click but this KPI doesn’t tell us what happens next. Did the person leave the page without reading it or did they continue to pass through the advertising funnel? By tracking these actions with cookies or pixels, you can know what each user actually does on your website or landing page.
- Conversion-based goals. These goals can be anything from leads to sales and allow us to know what benefits have come from the strategy as a whole. A couple of examples are 1,000 sales conversions with an average value of $50, or 5,000 downloads from a form with a sales possibility of 20%. In this way we will be able to honestly assess our ROI.
- Greater optimization. Improving measurement helps us to be able to constantly optimize campaigns. If we know certain actions are providing better results, we can give these actions a boost by adjusting the budget accordingly. At the same time, we can cast aside any actions which are not contributing to conversions. Since technology allows us to measure results in real time, we can establish continuous controls that either refine campaigns or stop them. Improving results is an ongoing process in brand advertising.
- Opportunity costs are eliminated. This means that advertisers should no longer invest in campaigns without knowing what the results will be. With performance marketing, risk is minimal and you can estimate the costs for each campaign.
- Efficient management of the digital advertising budget.
- Wide array of channels. Performance marketing strategies show their potential through a wide variety of online channels such as social ads, email marketing, content marketing and/or display marketing.
Reasons for Investing in Performance Marketing
Are you still unsure? If so, here are 5 reasons to invest in performance marketing right now. The following information comes from a study carried out by Cake Marketing.
- Marketing and digital advertisement are the fastest growing segments.
- Every $1.00 invested yields $11.00 in return.
- It’s recommended that 93% of businesses either hire a performance marketing agency or implement performance optimization strategies intermittently within their own marketing departments.
- In the conversion of leads from visits and with pay per action (PPA), new income opportunities are attained with mobile strategies.
- Thanks to technological advances in artificial intelligence, performance marketing will likely see a hike in efficiency. AI will help us better understand how to both increase ROI and to optimize campaigns in real time.
Top Performance Marketing Recommendations
Recently, Captio carried out a study called The New Normal: Performance Advertising Drives Effectiveness with 152 marketers from the United States, the United Kingdom, Germany and France. The top recommendations from the study are:
- Implementing performance marketing strategies helps to distinguish yourself from the competition. This is even more true in an era in which this discipline is still emerging and still in the process of dispersion.
- Advertising agencies are implementing performance marketing into their strategies because they offer a better ROI.
- Performance marketing is no longer a fad; it’s a norm. 47% of respondents carry out retargeting actions (49% in ecommerce) and 54% focus on campaigns that deliver personalized ads to their consumers.
- 46% of performance marketing cases are comprised of multi-device and multi-channel elements. This includes mobile web, in-app ads, email, and social media.
Cyberclick’s Take on Performance Marketing
We have experience and various success stories where we have implemented performance marketing strategies focused on traffic acquisition. In having a global vision of the digital environment, we are able to assess which strategy our clients should develop regardless of the sector or the product.
We approach our work from a completely analytical standpoint. All suggestions we make are based on a client’s primary KPIs. The aim is for advertisers to reach their goals through the right channels and through the maturity of the product or service. Moreover, we aim to do this at the lowest possible cost and with the best ROI.
Before and during the launch of an acquisition campaign, we carry out A/B testing in order to continually optimize messages, CTAs, segmentations, images, etc. until we find the best combinations that provides the desired results and achieves the previously set goals.