How Performance Marketing Works: A Step-by-Step Guide to Success
Performance marketing is a digital marketing strategy that is becoming increasingly important as businesses strive to reach their target audiences in the best and most cost-effective ways. Especially for companies with limited budgets, performance-based marketing and advertising are among the most attractive options.
In this article, we’ll tell you everything you need to know about how performance marketing works, different kinds, and five steps you can take to find success with this strategy.
What is performance marketing?
Performance marketing is a type of marketing strategy in which the advertiser pays an affiliate or publisher for each conversion—that is, the number of clicks, leads, or sales generated from an ad.
Unlike other types of digital marketing strategies, performance-based marketing means that the advertiser only pays when actual results are achieved. Television commercials and print ads entail an upfront cost with no guaranteed results, while performance-based campaigns enable businesses to measure how effective their marketing efforts are as they spend their budget on them.
Types of Performance Marketing
Performance marketing typically involves one or more of the following:
Pay-Per-Click (PPC)
Pay-per-click (PPC) is a type of marketing where advertisers pay a fee for each click on their ads. This means that instead of relying on organic traffic, advertisers can buy visits to their website.
PPC is the most common form of performance marketing, used by companies of all sizes to quickly drive traffic and conversions.
Pay-Per-Lead (PPL)
In PPL, advertisers pay for each lead generated. This could be a filled form, a newsletter subscription, or a user sign-up. The cost of each lead depends on the quality and the amount of data provided by the potential customer.
Pay-Per-Sale (PPS)
PPS, also known as cost-per-sale (CPS), is a model where the advertiser pays the affiliate a percentage of the sale price of the product after the consumer purchases the product as a result of the affiliate’s marketing strategies.
Pay-Per-Action (PPA)
In the PPA model, advertisers pay for a specific action to be completed, such as a completed sign-up for a trial, a purchase, or a form submission. This is a more comprehensive model and can include a variety of actions beyond just clicks or leads.
How does performance marketing work?
Performance marketing works through a combination of advanced technology and strategic planning. At the core of this strategy is the ability to track and measure the performance of different ads in real time.
Below is a simplified explanation of how performance marketing works on the back end. There can be many more layers involved, including various technologies for cross-device tracking, attribution modeling, fraud prevention, and more.
These complexities are usually handled by performance marketing platforms, networks, or dedicated in-house teams.
The Advertiser and Publisher Agreement
First, an advertiser (the company that wants to promote its product or service) collaborates with a publisher (the platform or site that will host the ad). They agree on the type of performance marketing model to use, whether it’s pay-per-click (PPC), pay-per-lead (PPL), pay-per-sale (PPS), or pay-per-action (PPA).
Creating a Unique Tracking URL
After the agreement, the publisher creates a unique tracking URL for the advertiser’s campaign. This URL, often containing a tracking pixel or a cookie, is what allows the advertiser and publisher to track each user’s actions.
Ad Placement
The advertiser then places the ad on the publisher’s site using this unique tracking URL. When a user clicks on this ad or takes the desired action (like filling out a form or making a purchase), the action is recorded using the information from the tracking URL.
Real-Time Tracking and Reporting
The unique tracking URL allows the advertiser and publisher to monitor actions in real-time. They can see how many users clicked on the ad, how many filled out a form, how many made a purchase, etc. This data is typically available in a dashboard provided by the performance marketing platform or network.
Payment Based on Performance
As the campaign runs its course, the advertiser pays the publisher based on the agreed-upon actions that have been tracked and recorded. If it’s a PPC campaign, the advertiser pays for each click. If it’s a PPL campaign, the advertiser pays for each lead, and so on.
5 Steps to Success With Performance Marketing
Of course, each brand will achieve performance marketing success differently. Here are five general steps each organization can take to achieve its best performance marketing results:
1. Set Clear Goals
Before launching any campaign, it’s crucial to have a clear understanding of what you aim to achieve. The goals should be specific, measurable, achievable, relevant, and time-bound (SMART).
2. Understand Your Audience
To create an effective marketing campaign, you must understand your audience’s behavior, preferences, and needs. This understanding will guide your targeting and messaging.
3. Choose the Right Channels
Different performance marketing channels are effective for different goals and audiences. Research and select the channels that best reach your target audience and align with your goals.
4. Monitor and Optimize
Performance marketing allows for real-time tracking and adjustment. Regularly monitor your campaign’s performance and optimize as necessary for better results.
5. Analyze and Learn
After the campaign, analyze the results and learn from them. Use these insights to improve future campaigns and maximize your return on investment.
What’s next for performance marketing?
Performance marketing is continuing to evolve, with new technologies and platforms emerging all the time. As ad tech continues to develop, so will the opportunities for brands to take advantage of performance marketing and benefit from data-driven insights.
Here are a few predictions for the future of performance marketing:
- Increased investment in CTV ads. According to TV viewership statistics, connected TV (CTV) ad investment is projected to grow by billions of dollars each year as more and more people use streaming services.
- Enhanced data tracking capabilities. AI and machine learning technologies are already being used in performance marketing to track data more efficiently and accurately. We can expect these capabilities to become even more sophisticated in the future.
- Expanded focus on customer experience. Brands will increasingly prioritize customer experience, understanding that it’s key for building strong relationships with their audiences and customers.
- Operational efficiency through automation. Automation technology has been playing a major role in the success of many digital advertising campaigns. Automation will likely continue to become increasingly important for performance marketing.
Final Thoughts on Performance Marketing
Performance marketing has become essential for brands looking to maximize their return on investment. By understanding the basics of performance marketing and taking the right steps, you can be successful with your campaigns and reach your goals more efficiently. Using the steps outlined above, you can continually refine your performance marketing strategies and ensure that you are making the most of your budget.
