While major corporations can spend millions of dollars on branding, most businesses need to focus on the bottom line to stay profitable. Performance marketing puts power back in the hands of the advertiser.You determine the action, then pay when that action has been completed – whether it’s a sale, lead, or click. Benefits of Performance Marketing There are many benefits to running performance marketing campaigns, including: • Easy-to-track performance • Low risk • ROI-focused The main benefit to performance marketing is that it’s 100% measurable. Thanks to new technology and advanced ad platforms, all your campaign metrics are tracked and reported for your convenience. Getting Started Before you can measure the success of any campaign, it’s important to establish your campaign goals. Whether it’s to generate brand awareness or sell products, it’s important to set goals prior to launch. Many ad platforms require you to establish goals before creating ads or setting up campaigns. Your campaign goals determine where your ads are shown, who they’re shown to and other factors vital to success. The most popular digital marketing goals are: • Traffic • Repeat Visits • Engagement • Lead Generation • Sales Once you have established your campaign goals, you can use ad platforms to create campaigns that target those specific goals. Pre-Launch Plan Your strategy should be based on your business goals. For example, the strategy for a lead generation campaign is very different from one built to grow brand awareness. Once your campaign goals have been established, begin to research ad opportunities. Whether it’s through affiliate marketing, content marketing, or a social media platform, look for companies that specialize in your conversion type. Part of your overall strategy includes building a strong team. To build the ideal marketing team requires: • Evaluating and improving existing teams • Growing your team by filling in gaps Measure the strengths and weaknesses of your employees and gauge their expertise. Rate your team before you begin, and work towards constant improvement. Document and set goals to ensure team growth. Going Live With a strong team and a well-developed strategy, you’re ready to launch your performance marketing campaigns. Post-Launch Plan The real work kicks in post-launch. Campaigns begin to generate data the moment they launch. It’s up to the marketer to optimize individual campaigns for performance, but the advertiser must also optimize for top-performing ad sources. Keep track of analytics and metrics to determine which sources of traffic are performing best, then allocate ad funds accordingly. Use performance marketing campaigns to grow sales and increase your return on investment.