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Performance Marketing – Tracking Conversions And Scaling

What Is Performance Marketing?

As the name says performance marketing is a performance-driven marketing platform, where the marketer only charges when specific goals are met it could even be small actions performed or it could be the sale of a product. Performance marketing works with various channels such as PPC campaigns, SEM, and social media advertising.

Performance marketing occurred right after the appearance of PPC advertising and Google AdWords. Performance marketing is associated with paying per result. As long as campaign motives are being met it is considered performance marketing.

Benefits of Performance Marketing

Performance marketing allows you to gain much more benefits because of growth in Digital marketing each year. The way digital marketing is reaching new heights it is possible to make good use of marketing strategies which includes performance marketing. Performance marketing is creative and result-driven marketing. It helps diversify your customers and expands your reach to a wide range of audiences. It is an easier and more effective way to grow your business.

Performance Marketing - Tracking Conversions And Scaling


Types of Performance Marketing Channels

There are various types of marketing channels that are used to reach specific goals.

  • Social media

Social media is the best platform to promote your product or services on the platform. It allows you to reach a wide range of audience and let users sponsor your content. Facebook, Instagram, LinkedIn, and Twitter are great platforms to reach out to new customers.

  • Banner display

Whenever you land on a webpage you notice their ad banner either on the sides of the webpages or on top and bottom. These ads are losing their value because of ad blockers but there are still some companies that are making some profits from these banner ads.

  • SEM

(Search Engine Marketing) it is generally used to drive traffic from search engines like Google and Bing. Campaigns are set targeting searches of the audiences. It relies mostly on SEO-optimized landing pages.

  •  Native advertising

In native advertising what happens is that sponsored content is promoted alongside other organic content. They appear the same as other organic content but are sponsored. Users can’t differentiate between these contents so it allows you to promote seamlessly.

  •  Influencers marketing

Previously influencer marketing was not considered performance marketing, but in recent years it has changed. Nowadays influencer management tools have allowed brands to track their influencer performance. So now it can be considered performance-driven.

  • Content marketing

Content marketing basically means educating your audience about your service or product. Its whole purpose is to provide relevant information to your audience. If you are writing a blog about your product make sure a link to the product is also provided.

How Performance Marketing Works?

  • Setup goals like what is the main motive of your marketing it could be generating leads, making sales of products, and increasing website traffic.
  • Choose your targeted audience according to geographical locations, interests, and demographic information.
  • Make sure you choose the correct advertising channels to reach your audience it can be SEM, social media, and websites.
  • Create ad content and make sure your ad conveys the message so that it encourages users to take action. Content should include media like images, videos, and text.
  • Set your bids for every action and budget for the whole ad campaign.
  • Launching your ad to the targeted audience through the channels that were selected.
  • Track how your ad campaign is performing which is basically monitoring leads generated, conversion rate, and overall ROI.
  • Lastly optimizing the content according to the targeted audiences. It can change your content and bid or budget.

How To Measure Performance Marketing?

There are a few different ways to pay and measure performance marketing

In CPL you pay when a user signs up for any service that is provided on the website.

  • Cost Per Sale

In this, you only pay when the sale of the product takes place.

  • Cost Per Acquisition

This also works like CPL and CPS you pay when a user visits your website, makes a purchase, or provides the contact information.

  • Cost Per Click

The advertiser pays when the ad is clicked. When a user is taken to your website after clicking the ad.

  • Cost Per Mile

Here impressions are basically views of your ad and the advertiser pays for every thousand views.

Performance Marketing - Tracking Conversions And Scaling

Limitations of Performance Marketing

Even though performance marketing has many benefits for the advertisers but on the other hand it has some limitations too. Performance marketing is incredibly powerful and has been the successor of the industry.

It doesn’t focus on brand building, it’s more targeted towards the performance of the brand and how conversion rates can be increased and it’s not a good strategy to introduce your brand to a large audience.

Performance marketing is more call-to-action driven, so it makes user to perform some action on the website. Therefore if a brand wants to create hype it’s not best to use this strategy because it will dilute the message.

 Tips For Performance Marketing

  • Landing Page And Offers

A good landing page helps retain a user to your website and on top of that if provided with a good offer it will help retain customers. A bad landing page and a bad offer can affect your website negatively. So make sure your landing pages are up to date and you are providing with eye catchy offers to the customer.

  • A/B Testing

For a better performance marketing testing and optimizing is an essential part. Try different strategies and techniques to optimize your website and perform A/B testing to understand what is good and what is bad for your website.

  • Traffic Source

Choosing quality traffic Is also an important part. If you have low-quality traffic coming from non-reputable sources then it will affect you negatively. Therefore partner with sources that will generate quality traffic to your site.

  • Track And Monitor

Track campaign data from sources like mobile and desktop this will provide you with insights into what is good and bad for your website. Knowing your gains and losses is an important part of performance marketing.

  • Be Compliant

Performance marketing is all about building relationships with publishers and brands to reach an audience. To be successful both brands and publishers have to follow the rules and regulations.


As digital marketing is growing in the coming years, performance marketing will reach new heights and the industry can gain so many benefits from it. As performance marketing provides various strategies working with publishers and brands also helps to reach new audiences and customers.

It will help to expand the business more. It does not matter right now at what level your performance marketing is you can always grow more there’s no limit to it. You can reach new heights all you have to do is put in the work. Reach out to new audiences and achieve your goals. To gain more fruitful information, then stay updated with –

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