What is Performance Marketing: Benefits, Channels, and Ways To Measure

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Without the right information, performance marketing can seem a little confusing. However, this digital marketing strategy is one that you can rely on for maximizing outcomes in a measurable way. 

In this blog post, you’ll see all about what is performance marketing and its benefits in detail. Additionally, you can learn about the different channels and ways to measure performance marketing.

So, let’s delve deep. 

What is Performance Marketing?

In this digital marketing strategy, you get paid for the results you make. Your client sets specific business objectives like page visits, app downloads, leads, or other goals. Once you achieve these desired goals, you get paid.

So, the income you generate solely relies on your performance. 

Simply put, performance marketing is performance-based marketing where you don’t get a fixed payment upfront marketing like other marketing strategies. Instead, clients pay when you reach the promised outcome.

8 Major Benefits of Performance Marketing

Now that you know what performance marketing is, let’s understand the core benefits of performance marketing in detail.

Here are the major benefits of performance marketing:

1. Measurable

It is much easier to track and measure the results of performance marketing. Once you set the goals and the necessary tools to track them, you can track conversions, visits, engagement, and impressions.

This will help you get an accurate idea of what is working and what is not. Moreover, you can optimize your marketing strategies to generate maximum ROI.

2. Cost-Effective

Since you pay for the results, you don’t need to worry about overhead expenses or wasting your money on futile marketing efforts that don’t contribute to any relevant customer actions. 

You only pay for the desired action. This results-oriented approach not only helps you cut down the costs but also encourages marketers to achieve tangible results.

3. Flexible

Unlike other marketing strategies that are rigid, Performance Marketing allows you to pivot when you want. If you see a certain strategy is not working out, you can always adapt and change it to achieve the end goal.

This is beneficial for a brand as it gives you the bandwidth to experiment and understand your audience better from the data-driven insights at the expense of your marketers. 

4. Targeted Reach

You no longer have to waste your efforts on vast audiences hoping it would convert. Instead, analyze customer behavior using various demographics and ensure that your message reaches potential customers properly.

This audience-centric approach can bring in more conversions with specific marketing tactics for each target group based on their interests and online behavior. Also, the option for personalization boosts engagement.

5. Scalability

Performance marketing offers scalability. For instance, when you see a certain marketing campaign performing well, you have the flexibility to scale it and reach a wider audience with the same. 

Such scalability is not generally available with other marketing tactics.

6. Customer Insights

With the data you derive from your marketing efforts, you get insights into customer behavior, understand their pain points, and have a deeper knowledge of their preferences.

Leveraging this data, you can implement new strategies, create content, attract more audience, and then eventually turn them into loyal customers.

7. Enhanced Brand Visibility

There are a lot of strategies like influencer marketing, content marketing, and display ads in performance marketing that can enhance brand visibility in no time.

Such collaborations and engagements can generate extensive awareness and can build your credibility.

8. Multi-Channel Approach

Utilizing multiple channels like search engines, display ads, social media, and so on, brands can easily diversify their revenue through performance marketing. 

This way, you never miss out on an opportunity to convert your target audience lurking around on different platforms.

Popular Performance Marketing Channels

So there are multiple benefits to performance marketing. Let’s discuss some of the popular types of performance marketing channels:

  • Social Media Advertising: Using social media platforms like Instagram, YouTube, LinkedIn, and Meta, you can target specific audiences with clearly focused content to make them do the desired action. 
  • Search Engine Marketing: Relying on SEO to drive more traffic, performance marketers use search engines like Google and Bing to attain their marketing goals. 
  • Display Advertising: Banner ads on high-traffic websites relevant to the target audience give more exposure and lead viewers to your brand. This is one of the oldest methods of performance marketing.
  • Native Advertising: This performance marketing channel involves paying publications to do sponsored content. Such content will seamlessly merge with the website and will tweak the ad more authentically.
  • Affiliate Marketing: Offering a certain commission to influencers, websites, or bloggers for each sale they bring in through their affiliate links is also a type of performance marketing.
  • Content Marketing: Creating invaluable content in multiple formats including blogs, videos, and articles is a core element in performance marketing to place any brand as a top voice in the field.
  • Influencer Marketing: Collaborations with social media influencers or respectable people relevant to your niche not only encourage people to take action but also increase brand visibility.
  • Email Marketing: You can nurture leads and turn them into loyal customers through targeted email campaigns. This is a popular performance marketing channel as it fosters customer relationships.
  • Retargeting: This type of performance marketing solely focuses on reminding and enticing the audience who have previously interacted with the brand.

7 Best Ways To Measure Performance Marketing

To reap the maximum benefits of performance marketing, you need to use a relevant method to measure it.

Pay-Per-Click (PPC)

In this pricing model, advertisers pay each time their ad is clicked. It is commonly used in search engine platforms like Google Ads and Bing Ads and also in social media platforms like Meta Ads, LinkedIn Ads, and so on.

Cost Per Impression (CPM)

This pricing model charges advertisers according to the views generated for their ads. It is mainly used in traditional advertising models like display ads. Each time your ad gets one thousand views or impressions.

Cost Per Acquisition (CPA)

Regardless of the marketing channel, this metric represents the total cost of acquiring a new customer. It’s calculated by dividing your total ad spend by the number of new customers acquired.

Cost Per Lead (CPL)

It is the cost of acquiring a qualified lead. You can measure it by dividing the total cost of getting leads by the number of leads you have acquired.

Cost Per Sale

This model measures the total cost incurred to generate a sale. You can measure it by dividing the total cost of sales efforts (including advertising, marketing, and sales expenses) by the number of sales generated. 

Cost Per Conversion

You can use this method to measure the cost incurred in achieving any specific goal for your business, not just a sale. This could include signing up for a free trial, downloading a white paper, or registering for a webinar.

By understanding these metrics, you can make informed decisions about your marketing budget and choose the channels that deliver the best results for your business goals.

The below table showcases some of the best ways to measure performance marketing:

Final Verdict

Performance marketing is beneficial for any advertisers as it is trackable and brings in desirable results in a cost-effective manner. You can consider this marketing strategy to scale your business with little to no risk. 

All you need is a perfect plan and an understanding of what is performance marketing and its benefits. For this, you can consider the help of any prominent digital marketing institutes. 

Ready to take your business to another level?

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Founder of Haris&co | HACA | + posts

He is Kerala's favourite digital marketer with a strength of 100+ team members and 100+ clients from Asia and the middle east.

Cross-functional experience in Paid Advertising, Content Marketing, CRO, Social media Marketing, Automation & E-commerce.

Also Featured in TEDx, The New Indian Express , Malayala Manorama, Startup Story Media, Josh talks, and more.

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