Table of contents
If, in addition to this, you implement analytical tools on your site, you get additional capabilities. You can then check, for example, the average time spent by a user on the site, their purchase path, the sub-pages they visited, the form field they filled out, etc. If you haven’t implemented analytics tools on your site so far, be sure to do so! From our article you will learn more about the most popular tool, which is Google Analytics 4
What are the purposes of performance marketing?
The goals that performance marketing campaigns achieve are called KPIs (Key Performance Indicators). With them, you can measure how well you are achieving the goals you set before launching your campaign. KPIs Denote key performance indicators. They allow you to measure your progress in achieving the goals you are aiming for. With KPIs, we can clearly assess the effectiveness of the campaign and its individual elements.
KPIs can be divided into several groups:
- strategic: these are general, key performance indicators that monitor an organization’s goals. We usually look at one or two strategic KPIs to get an idea of how the organization is doing at any given time. These could be, for example, return on investment, revenue or market share. In performance marketing, these would be, for example, leads acquired, ROI or ROAS.
- operational: these KPIs typically measure performance over a shorter period of time and focus on organizational processes and efficiency. Some examples include sales by region, average monthly transportation costs and cost per acquisition (CPA). In performance marketing, these would include CTR, CPC or ad impressions.
From our article you will learn what KPIs are and how to set them
What are the channels in performance marketing?
Performance marketing allows you to reach your audience through various channels. Here are the main channels we can use to promote our company:
- Native advertising – is advertising that matches the content on the website. Its main advantage is that it does not look like an advertisement. This promotional message looks natural; however, there is no call to action. Marketers use native ads with different content formats. The main thing is that the advertising message is perfectly matched to the content. By choosing this type of advertising, you can pay for clicks or displays.
- SEM (search enginge marketing) – is the totality of promotional activities on the Internet, which are aimed at obtaining the best possible positions of the site in search results, for selected words / key phrases typed by users in a search engine query.
- Social media marketing – Facebook, Instagram, TikTik, Twitter, LinkedIn are the most widely used social channels among people of all ages. These social networks allow brands to connect with their audiences, increase traffic and awareness, boost sales, etc. You can choose from different pricing methods: cost per click, cost per view, cost per display, cost per acquisition, etc.
- Affiliate marketing – includes affiliate marketing and influencers. Advertisers usually pay for sales, acquired leads, downloads, app installations, etc. Providing a special link to an affiliate allows advertisers to identify the source of ROI and thus determine the most profitable strategies.
Performance marketing – what it is and when to use it
Performance marketing is such a versatile way of reaching users that I recommend using this form of promotion in virtually any conditions and regardless of your advertising budget. This is due to the various forms of promotion you can use with it. Depending on the needs and challenges facing your company, you can bet on a specific solution.
If you want to increase your online visibility, it’s best to bet on reach or image campaigns. For example, with a YouTube video you can show potential viewers a new product that has just appeared in your store. If you want to make it easier for recipients to find your company, you should take care of search engine advertising. It will make your site appear at the top of the search results, thus shortening your customers’ buying journey. The targeting possibilities are so advanced that you will determine with high precision who your ad should reach, as well as how.
Performance marketing will work great for seasonal promotions. With Google Ads or Facebook Ads, you can reach potential audiences with your advertising messages the moment the campaign is activated. Unlike other types of promotions, you don’t have to wait long for an effect, as the ads will start displaying instantly. Ads are perfect for occasions such as Christmas, Black Friday or Women’s Day. You can run ad campaigns focused on specific, limited-time offers and track their results. When a particular promotion ends, you disable the campaign with a single click, so you won’t risk losing your budget.
Performance marketing vs. mobile advertising
This type of marketing is also a good way to reach mobile users. Currently, already approx. 90% of web traffic is via mobile devices. Due to their growing popularity, mobile advertising is the foundation of digital marketing. Analytical tools allow not only to track the results of ads on mobile devices, but also additional aspects, such as the number of app installs or conversions in the mobile app.
This type of marketing will also work great when you want to remind customers who have already interacted with your ad or visited your website about your products or services. You can also display users specific products that they have viewed on your site. This type of remarketing is called dynamic remarketing.
This may all seem complicated. Therefore, if you want to run performance marketing campaigns on your own, read the article on this How to learn performance marketing Alternatively, you can use the support of performance marketing agencies
You can bill performance marketing campaigns in several basic models. They are a determination of how you pay the contractor for the implementation of the campaign.
CPC (Cost per Click) – you pay for each click on an ad. The model takes into account only those clicks that actually occurred, regardless of the number of conversions.
CPM (Cost per Mille) – you pay for the number of times an ad is displayed, usually there are 1,000 impressions.
CPL (Cost per Lead) – you pay for the leads you acquire. These can be, for example, forms submitted or contact information left on the site.
CPA (Cost per Acquisition/ CPA Cost per Action) – payment for completed conversions. The advertiser pays the contractor only for those actions that were completed, such as making a purchase, registering or downloading an application.
Tools-essential-to-run-performance-campaigns, such as GDN or Performance MAX
The most popular tools you can use to run performance campaigns are:
Google Analytics 4 – a tool for collecting and analyzing data from various websites and mobile apps in one panel.
Google Ads Editor – Google Ads Editor is an application for managing Google Ads campaigns, available for free download. Using it is simple: you download at least one account, edit offline campaigns and upload changes to Google Ads. This will save you time and make it easier to make changes collectively.
Google Looker Studio – Looker Studio, formerly Google Data Studio, is an online tool for converting data into customizable news reports and dashboards. It allows you to create reports and quickly analyze data.
SemRush -a tool for researching keyword and online ranking data, including metrics such as number of searches or cost per click.
Performance analysis in performance marketing
Whether you’re running operations yourself or using the services of a digital agency, it’s a good idea to analyze how well campaigns are performing. Not everything can be seen at first glance, but the data is not hidden, you just need to know what to pay attention to.
Analyzing the data and implementing improvements will put your campaigns through what is known as an optimization process. The process consists of analyzing data, conducting tests and experiments, personalization, targeting, improving landing pages, and analyzing results.
The process consists of analyzing data, conducting tests and experiments, personalization, targeting, improving landing pages, and analyzing results.
Analyzing the data obtained in the process of running campaigns, and then taking optimization measures, you will achieve better results and maximize ROI, or return on investment. Remember that campaign optimization is an ongoing process that seeks to continuously improve and maximize the effectiveness of ads. One-time optimization activities will help improve campaign performance, but only regular optimization will enable you to efficiently obtain satisfactory results.
Marketing strategist and SEM specialist with experience in team management. He has been involved in performance marketing for several years. His favorite area of interest is data analysis.