This is a strategy that allows affiliates, advertising publishers, or performance media marketing agencies to pay based on agreed performance instead of a flat fee. Also known as online performance marketing or performance media marketing, it combines advertising and brand marketing activities and focuses on measurable results to determine the layout. Publishing a branded post by a top publisher or placing an ad on YouTube are two examples of performance marketing channels.
How Does Performance-Based Marketing Work?
Before examining the dynamics of digital performance marketing, let’s briefly look at how traditional advertising works. Over the past century or so, brands have pushed their marketing messages through traditional media such as newspapers, magazines, television, radio, and billboards.
This type of advertising aims to reach as many people as possible and requires a fixed fee regardless of performance. Often, the cost of traditional advertising is high because you are paying readers or viewers. But it is difficult to measure the true impact of broadcast or print advertising.
Nowadays, new types of advertising are happening online and targeting objectively based, accurate viewers. Here, you have the means to reach the right people at the right time so that your ads can lead to getting or changing customers. You only pay when your ads are active.
Advertisers: These are merchants and retailers who want to advertise their products or services through subsidiaries and publishers. The retail and e-commerce sectors benefit the most from this approach, especially in the provision of beauty and fashion products, food and beverages, and other consumer goods.
Publishers: Now affiliates are ahead of what performance marketing is. They advertised brands according to specific goals on their personal or business sites. These days, affiliates share the “publisher” label and market with influencers, content creators, and other marketing partners.
Affiliate Networks: Third-party companies or platforms connect brands and publishers, provide efficient monitoring of key performance indicators (KPIs), and facilitate payment.
Outsourced Program Managers (OPMs): This group includes a full-service digital marketing agency or performance marketing company that provides performance marketing services. OPMs are responsible for strategy, campaign execution, compliance with regulations, and publisher outreach.
Now that you know how performance marketing works, it’s time to incorporate it into your existing marketing efforts. Generally, performance marketing can help you bring a stream of good leads, which, in turn, can become loyal customers. This is due to its ability to bring advertisements closer to your prospective customers. Similar to sales prospecting, performance marketing can also help improve your business’s conversion rates while keeping your advertising costs as low as possible.
Hence, if you’re running a B2B company, you can take advantage of this strategy along with prospecting to generate more leads. They can also work together to help you achieve a more positive outcome. To get you started, you can check out some B2B sales prospecting tool examples that can be used to create an effective sales prospecting plan.
Performance Marketing Channels
Understand that digital marketing is the use of online channels to reach customers and bring products and services to them. It is a broad field that includes search engine optimization (SEO), email marketing, content marketing, social media marketing, and video marketing. Now, imagine that some channels fall under that small category in that vast field. They share similar features and fit the definition of performance marketing: solutions that you pay for only when the desired actions occur.
Sponsored Content/Native Advertising
When done correctly, branded content is one of the most valuable examples of performance marketing services. Aligning with the right brand ambassador or influencer increases qualified leads and sales beyond online visibility.
Social Media Advertising
Social media has powerful targeting and tracking capabilities that you can use by advertising on the platform of your choice. You can set up an advertising campaign based on your business objectives. Depending on the site, you can choose from different advertising formats and payment models.
Search Engine Marketing (SEM)
This performance-based marketing channel, which includes both search engine optimization (SEO) and paid search, often focuses on the latter. One-click paid marketing, the most popular paid search model, puts your ad on top to increase the visibility of your search results.
Although this is often mistaken for digital performance marketing, affiliate marketing is one of the channels. This performance marketing strategy has a simple prototype: merchants pay commissions to subsidiaries for every recommendation or transaction. This reduces the risk for brands because the revenue is received before the money is spent.
Programmatic Display Ads
An experienced performance marketer will recommend the program display with caution. Generally, advertisers have to pay for this type of advertising. Or how many times your work has been shown on the internet. Seeing is different than getting clicks or changes.
Performance Marketing Metrics
The most common are performance measurements, qualified leads, sales, mobile app downloads, site traffic, repeat site visits, and engagement (e.g. options, comments, and shares).
Note that some measurements do not directly lead to change or revenue such as site traffic. If you do not know how to determine the right target decision, use the expertise of an effective marketing agency.
In the meantime, get acquainted (gain, obtain) with these premium performance models that can serve as key performance indicators (KPIs):
- PPC (Pay per click): With this paid advertising model, you pay for the ad clicks that lead to your site or landing page.
- CPL (Price of a Lead): The desired action here is a completed registration form containing the lead name, email address, and other contact information.
- CPA (cost per action): The intended result may define by the advertiser, e.g., sales or registration.
- CPI (Cost of installation): As such, payment will be made when the apps are installed with the click of an ad.
- ROAS (Return On Advertising Speed): This KPI tracks the revenue available for every dollar spent on advertising. With this data, you can change the campaign if it does not provide the desired results.
Why Is Performance Marketing Important?
In today’s digital world, many businesses use performance marketing for various reasons. For instance, the marketing results are measurable, which means your business can easily identify which campaigns are working. By continuously implementing the use of performance marketing in your business you get more diverse and valuable leads that can be potentially converted into customers in the long run.
Therefore, if you plan on using this strategy for your business, keep the information mentioned above as a guide to help your business thrive in this competitive industry.
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