What is Performance Marketing?

Performance Marketing
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.

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