Online presence is no longer an option but it is a must for any business today. While most businesses value the digital space, many D2C players and eCommerce sellers struggle to decide which kind of marketing is suitable to increase business growth.
Each business has a defined budget they can invest in marketing, hence the struggle is even more. Also, it is not easy for them to decide which strategy will work best for their business and whether to invest time, effort and money on a particular strategy or not.
While the above mentioned problem exists, businesses cannot deny that those who implement digital marketing strategies have an edge over those who do not implement them.
Here we have discussed performance marketing, a subset of digital marketing that involves online advertising in a cost-effective manner. Find out whether performance marketing is useful to increase business sales or not.
What is Performance Marketing?
Performance marketing combines paid marketing and brand marketing to broaden a business’ customer reach. It holds its significance in digital marketing to improve the visibility of businesses in the online space.
Companies connect with agencies or publishers to design and place advertisements on their high-performance channels. The content can be in the form of text, videos, graphics or images. It can be on the website, social media platforms, YouTube channels etc.
In short, it is an advertising strategy in which the marketing company is paid based on the outcome of the action i.e only if a lead is generated or action is completed.
How Does Performance Marketing Work?
To understand the performance marketing, let us first discuss the key terms associated with it:
Advertisers, also known as retailers or merchants, are businesses who are ready to promote products and services through publishers or affiliate partners.
Online retailers connect with affiliate partners to discuss their campaigning goal and pay for it once the goal is achieved.
Advertisers who invest in performance marketing have enormous potential to increase business sales and enhance customer acquisition.
Publishers or Affiliates
Publishers or affiliates are marketing partners that use their sites and social media platforms to enhance the performance of the retailers’ campaigns. They act as an influencer to boost your business.
They use blog posts, social media channels, and social groups to promote products and brands. Their focus is to drive traffic and sales for business through their presence and trust in the market.
Performance Marketing Software
Performance marketing software can be used to track leads, sales conversion, and networks. It tracks and optimizes affiliate marketing efficiency and enables successful campaigning.
The software can track all types of advertising campaigns, manage and distribute leads, detect fraud, generate real-time reports, and more.
Companies hire an affiliate manager who tries to bridge the communication gap between the merchants and affiliates. Affiliate managers are either in-house or an agency that manages the entire program with relevant expertise in the field.
Affiliate managers ensure the successful execution of affiliate campaigns. They may advise new programs, suggest suitable marketing strategies, and give approval for programs.
They deal with day-to-day activities through affiliate campaigns and evaluate their outcomes for businesses.
KPIs of Performance Marketing
Performance marketing can be measured using various metrics or KPIs. Find out what are these metrics and their explanation here:
Cost Per Acquisition (CPA) or Pay Per Sale (PPS)
CPA is the most common metric used for payment in performance marketing. In this method, the retailer or the merchant agrees to pay the affiliate partner when the desired action such as a click, sales or details entry or form fill up is completed by the user.
Pay Per Click (PPC)
It is the amount a merchant agrees to pay to affiliate partners for each ad click on the desired landing page.
Cost Per Impression (CPM)
Impression means views on ads. Cost Per Impression (CPM), also called Cost of Thousand or Cost per Milli, represents 1000 impressions on a web page or ad.
With CPM, the merchant pays for every thousand views to the affiliate partner.
Cost Per Leads (CPL)
Cost Per Leads (CPL) is when the merchant pays the affiliate partner when someone signs up for something, subscribes, or purchases something from a web page.
Top Performance Marketing Platforms
Find out various performance marketing platforms and how they are implemented by businesses.
Affiliate marketing is a digital marketing strategy in which the advertiser collaborates with an affiliate partner to promote its products and business. An affiliate partner has a good reach to the target audience through its online presence. He can be an influencer, blogger, or YouTuber.
The affiliate partner agrees to be paid by the advertiser when the desired action is complete.
It is a paid media ad that displays on a web page but doesn’t look like an ad. It follows the natural form on a site, social media platform or news dynamically based on each user viewing the content.
Sponsored advertising involves the use of a dedicated post or video to be published on a website that has similar content.
The website owner decides the content of sponsored advertising. This is done to ensure that the content matches the tone of the rest of the website and blends with the website.
Social Media Marketing
Performance marketing can also be performed through social media platforms. Businesses use social media networks to gain traffic and enhance brand awareness. Digital content is posted on Facebook, Instagram, and LinkedIn to achieve better engagement from the target audience.
Paid Search Marketing
Paid search marketing is when an advertiser pays for clicks to sponsored ads on search engines.
The search engines allow advertisers to show ads on engine results pages (SERPs). The advertiser pays for the ad each time it is clicked.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the opposite of paid search marketing. This process relies on organic search to bring a particular search to the top list of search engines. Use of rich content, keywords, images,graphics and videos helps in bringing organic traffic on a page.
Companies measure the search engine marketing results on the basis of performance using SEO tools.
Banner or Display Ads
These are the ads that are displayed on the webpages, side of feeds or top and bottom of the news etc. Companies use interactive content, videos and graphics to bring traffic through banners of display ads.
Multiple tools and software are available in the market to measure performance marketing. Each tool has a different set of purposes. Companies implement these tools based on business goals and requirements. Let us find out some common ways to analyze performance marketing for a business:
Nothing can be a better platform for a business to invest money on ads to reach the target audience than Google Ads.
Google Ads is a paid advertising platform that works on the principles of pay-per-click (PPC). The advertiser pays for per click or per impression (CPM) on an ad.
Google ads is an effective way for advertising on search engines when someone searches products or services on Google.
Facebook Ad Manager
Facebook Ad Manager or Meta Ad Manager is an effective way of running ads on Facebook. It is an all-in-one tool to create ads, manage when and where to run and track campaigns. It can also be used to analyze whether the ads are helping businesses to meet their marketing goals.
Google Analytics is the most widely used web analytics service on the web. This tool can be used to analyze the performance of websites and impact of various performance marketing strategies on business.
It can be integrated with Google Ads to create and review online campaigns. It can analyze the quality of landing page, leads generated and conversions.
Benefits of Performance Marketing
Performance marketing platforms are promising options to help you scale your advertising strategies. It can help you meet business needs in a creative yet strategic way. Know why you should implement various strategies of performance marketing here:
Build Brand Awareness
Through affiliate partners, you can enhance traffic for websites and expand your reach to the target audience.
Influencers on social media can help you promote your brands. Choose an influencer whose interest and audience match your company’s goal. This can help you build a network to appeal to a larger audience who will be interested in your products and services.
The best thing about performance marketing is that you can measure it. Companies can identify the customer’s engagement, leads, and conversion. By using the data, they can identify where to invest and which area of business to improve.
Less Investment and Risk
Affiliates in performance marketing are paid only when the desired action is complete. The investment is low with a higher ROI. Hence, businesses can give a try to performance marketing strategies to see the results for their business.
Performance marketing is a part of digital marketing that lets marketers run ads effectively on digital platforms like websites and social media. They can decide how to invest their money for their desired goal.
One of the top reasons for businesses to invest in performance marketing is the ability to easily measure ROI. By analyzing campaigns one can easily confirm whether an ad is working for their business or not.
Businesses who want to expand their audience reach and create brand awareness must implement performance marketing. It is a cost-effective method to perform marketing campaigns on digital platforms.