WHAT IS PERFORMANCE MARKETING: HOW IT WORKS, CHANNELS AND BENEFITS

There is gazillion ways to market your business digitally. It includes social media marketing strategy, influencer marketing, content marketing, SEO marketing, email marketing, PPC, Affiliate marketing and the list go endless. Performance marketing is also one such online marketing campaigns where advertisers pay marketing companies or advertising platforms for results achieved such as clicks or conversions. With performance marketing in place, advertisers or businesses only pay when actual action is taken like when an online buyer has made an actual purchase through their page. The performance marketing arena is the one most neglected or ignored, as not much businesses talk about taking keen interest in it.

ABOUT PERFORMANCE MARKETING

Performance marketing is a results-driven marketing strategy that is ideal for companies looking for maximising audience outreach as the payment is based on how the users respond to the content. And it must enjoy its fair share of credit just as other critical digital marketing services that are deemed important for business growth. It works when advertisers connect with either agencies or publishers to design and place advertisements for their company on any number of performance marketing channels like social media, search engines, videos, embedded web content and much more. Instead of going the traditional way, advertisers pay based on how is the performance of their ads on these platforms by measuring the number of clicks, impressions, shares or sales.

MECHANISM OF PERFORMANCE MARKETING

Branding agencies in Gurgaon swear by performance-based style of digital marketing as it is a clever yet straight-forward way to reach out to your consumers. Businesses invest in their ads on a given channel via performance marketing and pay on the basis of how their ads perform.

Here are different ways you can pay up:

  • COST PER CLICK (CPC)

Payment is done based on number of times their ad is clicked as it is considered as the best way to drive traffic to your website.

  • COST PER IMPRESSION (CPM)

Impressions are views on your ad and you got to pay for every thousand views.

  • COST PER SALES (CPS)

As the name suggests, you pay only when a sale is driven by an ad & is commonly used in affiliate marketing.

  • COST PER LEADS (CPL)

The moment a consumer signs-up for your newsletter or webinar, it automatically generates leads and further you can follow with the client for sales.

  • COST PER ACQUISITION (CPA)

With this structure, advertisers pay when consumers complete a specific action which includes making a sale, sharing their contact information or visiting a blog, etc.

Here we get to a point where it’s critical to talk about the various performance marketing channels that play key role in bringing traffic to the clients’ websites and increasing customer base. Qwerty Brand Solutions, top digital marketing company in India, is one such example of a trailblazer in the industry, scaling newer heights since decades with satisfied clientele and a long-standing name of repute.

TOP PERFORMANCE MARKETING CHANNELS

  • BANNER (DISPLAY) ADS– These appear on the side of your Facebook newsfeed or at the top or bottom of that news web page you last visited.
  • NATIVE ADVERTISING– Very popular on ecommerce sites as they allow your sponsored content to live seamlessly beside other kinds of organic content.
  • CONTENT MARKETING– It educates your audience, costs 62% less than outbound marketing & generates 3 times the leads. It includes blog posts, case studies, ebooks and much more.
  • SOCIAL MEDIA PLATFORMS– LinkedIn, Twitter, Facebook, Instagram provides most extensive list of performance marketers as it is the haven for them all.
  • SEARCH ENGINE MARKETING– Get your website optimized for search engine marketing as most online research is done via search engines.

Having talked about the way performance marketing goes about bringing a sea change in to your business expansion model by diversifying your consumer base is exponential. This one is a creative and effective way to diversify your audience & expand your outreach while capturing valuable data. With every step you take towards performance marketing tactics, the more you begin to realize the benefits of it in the real marketplace.

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