Have you ever initiated an advertising campaign online in which you paid after the desired results, such as ad clicks, leads, or sales? If you are familiar with the concept, then probably you have experienced performance marketing. But for those who haven’t, worry not, we have got your back! Let’s deeply understand more about performance marketing and its various beneficial elements in detail. Read on to know the marvellous facts.
What is Performance Marketing?
Performance marketing is an extensive term used for online marketing campaigns. In this category, advertisers pay only when a specified action is taken. These activities can include clicking on a link, generating a lead, making a transaction, and more. To execute a successful performance marketing campaign, a digital performance marketing agency mainly rely on various paid advertising channels such as:
- Native advertising
- Affiliate marketing
- Sponsored advertising
- Social media advertising
- Search engine marketing
How Does Performance Marketing Platforms Work?
Each digital channel has a specific targeted audience and offers several sorts of advertising opportunities to reach them. Let's understand some examples of how most performance marketing platforms work.
- Google advertises your Ad in Search Engine Result Pages (SERPs) and across the Google Ads network.
- Facebook, the most popular social media network, has several alternatives for displaying your advertisements to innumerable Facebook or Instagram users.
Obviously, not every social media platform broadcasts advertisements available to all its users. So, how do they decide what to show? Let’s find out.
- Target audience and segmentation - Each ad platform allows you to target your audience using audience segmentation to decide who you want to show your Ads.
- Quality and relevance - Building trust is the most common factor advertisers focus on while running any sort of advertisement. As a result, ad performance is taken into account. If your ad does not perform well (i.e., it has low-quality ratings), the network will reduce its visibility because it lacks quality and relevance.
- Bid - The modern advertising environment necessitates the use of programmatic capabilities. It takes into account the money which you have agreed to pay to show your ad in a certain location and time to your selected target audience.
- Conversion - The economics of performance marketing relies on customers' behaviours and actions. When the appropriate step is not taken, the network is not compensated. As a result, when your ad is successful, it is displayed more frequently.
Performance Marketing Strategies
If performance marketing services are about paying for action, it pays to be well-versed in different tactics and actions that are most often measured. Let’s understand those strategies in detail.
- Cost Per Click (CPC) - The amount paid by advertisers only when their advertisement is clicked on.
- Cost Per Impression (CPM) – It is a cost paid by advertisers when their ad is shown per thousand impressions.
- Cost Per Sales (CPS) – The amount paid by advertisers at the time of a sale that is directly generated by an advertisement.
- Cost Per Leads (CPL) – The amount paid by advertisers when a user signs up through their advertisements.
- Cost Per Acquisition (CPA) - The amount paid by advertisers when a specific action happens by a user, such as a sale, form completion, or click.
It is important to note that the above-mentioned strategies are advertising goals that are pivotal in measuring performance marketing efficacy.
Top Performance Marketing Channels
If performance marketing necessitates accountability, then its channels enable you to track strategies and actions. Now, you already know how it works and the fundamental concepts, so let's have a look at the top performance marketing channels to get started for your brand visibility and lead generation.
Native Advertising
This is a type of sponsored media that does not appear like regular advertisements. These advertisements tend to mimic the natural conversation and function of the site on which they are placed, such as news or social sites. However, CPM (Cost Per Impression) and CPC (Cost Per Click) are the most prevalent payment mechanisms for native advertising.
Sponsored Content
This sort of performance marketing is being widely performed by influencers and content sites. In this products and services are promoted via dedicated posts or articles in exchange for some form of remuneration. However, sponsored articles have enabled businesses to participate in natural conversations with customers like the publications they visit daily for news, education, and entertainment.
Affiliate Marketing
Affiliate marketing is the type of marketing where an affiliate earns a commission for promoting another company’s products or services. The affiliate generally looks for a product they like, promotes it, and receives a piece of profit from each sale made via the affiliate links based on the sales track.
Social Media Marketing
Social media marketing is the utilization of social media platforms such as Facebook, Instagram, and more, to engage with audiences in order to grow brand visibility and lead generation. This includes posting high-quality content to your social media pages, listening to and connecting with your followers, evaluating your results, and executing social media ads. Its metrics include engagement rate, likes, clicks, and sales.
Search Engine Marketing
Search engine marketing is a form of digital marketing strategy which is used to maximize brand visibility in Search Engine Result Pages (SERPs). It includes both paid and organic options to create successful campaigns. Some brands assess their Search Engine Marketing outcomes on a per-per-click basis, while others collaborate with SEM providers and payout commissions depending on the results.
If you are searching to avail the best performance marketing services, then DigiDarts is here to assist you! Being the leading digital marketing agency in India, DigiDarts provides full-funnel 360° digital marketing services at affordable rates that include performance marketing, E-commerce marketing, Social media marketing, affiliate marketing, and more. So, book your slot and contact us to boost your brand like ever before!
