Characteristic features of performance marketing:
clear and measurable rules for settlements
the advertiser pays for a specific user interaction
actions based on effects, results and data
great versatility
used in many digital channels
the ability to reach a diverse target group through various channels
data analysis and real-time optimization
Performance marketing - action steps:
When planning activities in the entire broadly understood performance marketing process, we can distinguish the following stages:
Setting a goal
This is an important stage in performance marketing, which involves making a decision and establishing what the main goal of the performance marketing campaign will be. Priorities must be set, micro and macro goals must be defined, what to measure and in what time period, and what user activity is most important to the company.
Example : views, clicks, file downloads, form completion, survey completion, online order placement, phone call.
Choosing a channel to reach
It is a decision at which stage of the purchasing path the truemoney database company wants to reach the user with its message, creation and communication. This is an important element in the entire performance marketing process, influencing the selection of appropriate channels of access, forms of advertising, method of campaign settlement, and detailed marketing activities.
Example: to build reach, recognition and brand image, company X with the appropriate graphic creation (ad banner) decides on Google Ads display advertising . To reach users who are looking for specific products, it chooses advertising in the Google Ads search network . The same company, to turn potential customers into engaged buyers, chooses remarketing in the same channel of reaching.
Measuring Results
When analyzing measurable results of actions, it is important to consider the goal and development phase of a given company. For some companies, at a given moment, it is important to obtain contact information, for others, traffic, redirects and entering the website, for still others, building a brand image, increasing revenue or making a purchase. In performance marketing, in a very short time from the launch of the advertisement, in addition to numerical data, you can gain knowledge about trends, competition, potential customers and their purchasing path.
Example: To measure the results of Google Ads campaigns and ads, data available in the Google Ads panel and Google Analytics are used - more precise measurement of the effectiveness of activities can be obtained by using UTM link tagging .
Optimization and verification of activities
Thanks to tracking pixels, conversion tags and web analytics, we verify user behavior on the website, the actions they take, we see reliable sources of traffic, we check interactions with specific elements of the page. This information allows for continuous optimization of the campaign and allows for a better understanding of what actions can bring better results and outcomes.
Example: regular budget monitoring, verification of impressions against competitors, work with keywords, trend analysis, supervision over targeting, strategy and creation in Google Ads campaigns.
Stages of performance marketing activities
Stages of performance marketing activities
Stages of the purchasing path and the choice of the goal in performance marketing:
building awareness – the goal may be to measure the number of clicks and impressions.
building engagement - important verification of both clicks and measuring specific actions performed on the site. It is worth checking whether the user shows interest in the content and content of the site, whether he is engaged.
building desire - the goal is to measure user activity and collect contact information of our potential customers, people interested in a given service, product. We collect sales leads.
taking action – the goal is to measure the sales activities of our potential customers.
