What is performance marketing?

Performance marketing is a type of digital marketing where the result of the campaign is measured by it's 'performance parameters'.

Performance parameters include, 'conversions', 'return on advertisement spend (ROAS)', 'impression share', 'physical store visits'... Depending of the purpose of your campaign, you'll optimize it to one of these performance parameters.

Campaign costs are typically measured by CPC (Cost-Per-Click), CPT (Cost-Per-Tap) or Cost Per Conversion depending on how you want to optimize your budget spend.

Where to run your performance marketing campaigns?

Performance marketing campaigns are supported by both known and less known marketing platforms including: Google Search Network, Google Display Network, YouTube, Facebook, Instagram, LinkedIn, Twitter, TikTok, Pinterest and the Apple AppStore.

Every platform has different ad formats (eg. text, images, video, a registration form) and dedicated tools to configure the different campaigns.

Is performance marketing hard?

Well, it doesn't look hard. Configuring a campaign is very easy, but running a good campaign? That's a different ballgame.

If you want to be successful in performance marketing you'll have to continuously monitor and fine-tune your campaigns.

Finally, every platform has its specifics. Configuring a Google Search Ad is completely different than running a LinkedIn Registration Form or an Insta Story.

As a result, companies have to carefully consider which campaigns they rather manage themselves VS. which campaigns they outsource.

Where does performance marketing go wrong?

Performance marketing often goes wrong, and only a handful campaigns appear to be able to ace it. Often the conclusion is that the platform isn't keeping up it promises, where this is actually rarely the case. A list of the most common mistakes are:

• Advertising the wrong content
• Bad landing page experience
• Not, or wrongfully measuring conversions
• No campaign optimizations once configured
• No, limited or wrong follow-up on generated leads