Advertisers pay marketing companies and advertising platforms for the results they achieve through performance marketing campaigns. These results can include clicks, connected TV viewership stats like ad impressions, conversions, or any other measurable benefit for the marketer and brand.
In contrast to traditional and organic marketing, a performance marketing strategy uses metrics to determine the ROI of assets, campaigns, and activities. Marketers have quite a bit to consider here, including performance marketing software and various approaches.
Let’s look at ten tips for a successful performance marketing campaign.
1 – Determine the goals of your campaign
Establishing your campaign goals is the first step to measuring the success of your campaign. When it comes to performance marketing, setting goals before launch is crucial to generating brand awareness and selling products.
Before you can create ads or set up campaigns on many ad platforms, you must establish goals. For your campaign to be successful, you need to determine where your ads are displayed, to whom they are displayed, and other factors.
2 – Consider the digital channels you will use
Instead of focusing exclusively on one channel, performance marketers should diversify their channels. As a result, campaigns are exposed and reached more widely, increasing the chance that they will be successful.
It would help if you looked for channels most likely to convert your target audience, whether they are various search engines or social media platforms.
3 – Decide on content
Consider those channels as well as the content that you’ll be publishing when you’re deciding which channels to use. The type of content should be in line with the target market research you have on the needs and wants of your current and potential customers.
Your blog might have a long, detailed piece of content, or your Instagram might have photos and captions or explainer videos. Ultimately, it is crucial to understand your audience to make the best choice here.
4 – A/B testing and optimization
A digital marketing strategy that works needs to be tested and measured, as many performance marketers know.
A/B testing can help you determine what is working in performance marketing by optimizing your click-through rates, conversion rates, average order values, and traffic.
5 – Create an attractive landing page and offer
Lousy landing pages and poor offers can deter visitors from converting through performance marketing. As a result, your brand may not be promoted or worked with by partners.
Advertisers should ensure their affiliates receive a compelling offer, and they should audit their websites for issues.
A user experience test should cover the entire user journey, from the landing page to the shopping cart. Ensure that any underperforming landing pages and links are audited and regularly updated.
6 – Monitoring and optimizing your campaign
You shouldn’t launch a marketing campaign and then forget about it. The most likely outcome of launching a campaign without paying any attention afterward is poor ROI and wasted resources.
Performance marketing is all about data and analytics. It’s almost always possible to make improvements. Consider scaling what’s working, repeat or ditch what’s not. To make the most of your leads or sales, you need to find the best sources for them.
7 – Make sure you choose suitable traffic sources
It is essential in performance marketing to ensure that your traffic comes from reputable sources. Consumers might be deterred from revisiting your site when less-than-reputable sources advertise your brand.
Get meaningful traffic by partnering with affiliates rather than generating low-quality traffic.
8 – Ensure you are compliant
Performance marketing is about building relationships between brands and publishers to reach, engage and convert audiences to build your brand. To do this successfully, brands and publishers must follow the rules.
Programs and posts must be aligned with the legal requirements, and brands and publishers must stay on top of the FTC (Federal Trade Commission) and GDPR (General Data Protection Regulation) laws.
9 – Be aware of potential pitfalls
A performance marketing campaign can encounter challenges and pitfalls like any other campaign. Among them are:
- Safeguarding brands
- Issues related to compliance
- Regulations on privacy
- Fraudulent clicks and bot traffic
- Transparency and fraud in publisher placements
Concentrating your efforts on high-quality ad networks and platforms is one way to prevent potential problems at the start. In addition, these platforms and networks handle brand safety and data privacy responsibly.
10 – Make adjustments as necessary based on the evaluation
When a campaign comes to an end, it’s time to reflect. Review what worked and what didn’t, and prepare to adapt next time.
Performance marketing is an excellent way for brands to ensure maximum value from all marketing efforts. And these tips will help you get the best from any performance marketing campaign!