What is Performance Marketing?

Performance marketing is a type of digital marketing in which advertisers pay for specific actions or outcomes rather than just for ad impressions or clicks. In other words, advertisers only pay when certain desired actions are taken, such as a website conversion, app download, or a sale.

Performance marketing is based on the principle of paying for results rather than paying for exposure. The goal of performance marketing is to drive measurable actions that align with business objectives and generate a positive return on investment (ROI).


Some common examples of performance marketing campaigns include:


  • Affiliate marketing: Advertisers partner with publishers or affiliates to promote their products or services, and pay a commission or referral fee for each sale or conversion generated through the affiliate's efforts.
  • Search engine marketing: Advertisers bid on keywords and phrases in search engines to drive traffic to their website or landing page, and pay for each click or conversion generated through the search engine ad.
  • Social media advertising: Advertisers use social media platforms like Facebook, Instagram, and LinkedIn to reach their target audience and pay for clicks, conversions, or impressions generated through the ad.
  • Influencer marketing: Advertisers partner with social media influencers to promote their products or services to their followers, and pay for each conversion or sale generated through the influencer's efforts.


Performance marketing offers several benefits to advertisers, including increased accountability, measurable results, and better ROI. By paying only for actual results, advertisers can better control their marketing spend and optimize their campaigns for maximum effectiveness.

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