How companies create advertisements & sell their products & services has changed over time. This has also impacted how marketing campaign success is measured. Attribution in the past was almost impossible. Good thing that Wicked Reports created a Facebook multi-touch attribution software that helps you identify different steps in the customer journey which can pinpoint precisely which ad pushed each customer to the next stage in the customer lifecycle. Conducting Performance Marketing campaigns allows you to measure everything ranging from conversion rates to brand reach to an individual advertisement. With such advertisements, you just need to pay for the successful completion of a specific action, instead of clicks or impressions.
About Performance Marketing
A good number of MNCs across the globe may spend a fortune on brands. However, the majority try to make prudent spending decisions to stay profitable. The advertiser can derive more power with such marketing campaigns. This is so you can determine the action to be taken and pay accordingly for the completion of such actions. It can be a click, lead, or sale.
Benefits derived
Running such marketing campaigns does offer several benefits like:
- ROI-focused
- Low risk
- Easy-to-manage & track performance
It is 100% measurable. All campaign metrics can be tracked effortlessly & reported to enjoy increased convenience. It is also ROI-focused, thus being less risky. You can avail quicker, less risky launch times and approvals are not necessary.
Measuring success
The key to achieving digital marketing is ‘Measurable ROI’. You can track performance in various ways and also use several marketing tools. ROI should be tracked regularly. However, your campaigns should be given sufficient time to collect valuable data. Without adequate data, you cannot optimize any campaign.
Why is it unique?
In traditional advertising, the advertiser is required to pay upfront fees for ad space derived, which is independent of performance. Although you may not derive many conversions, still you will still have to spend a fortune. However, with Performance Marketing, you only need to make payments for successful transactions.
Evolution
This type of unique marketing has managed to evolve with time due to changing consumer behaviors & advancements in technology. Digital marketing, these days, is more about reaching the targeted audience at the appropriate time and on an appropriate device. This changing landscape is favoured by SEO & SEM professionals. SEO professionals are required to find out ways to use engaging & unique content. They no longer rely only on link building or keyword optimization to enhance site rankings. Similarly, search engine marketers learned to leverage PLAs, optimize for mobile & navigate complex campaigns.
Potential pitfalls
This type of marketing campaign also comes with several potential pitfalls & challenges similar to other marketing campaigns. It includes compliance-related problems concerning publisher fraud, placement transparency & regulatory rules. You can come across various tools like fraud detection to prevent such problems.
How to get started
To measure campaign success, it is essential to first establish campaign goals. Proper goals should be set before launch to sell products or generate brand awareness. Campaign goals should determine where the ads need to be shown, and your target audience & take other factors into account.
Pre-launch plan
Business goals should be accounted for when developing strategies. Lead generation campaign strategy, for example, is different from the one used to develop brand awareness. Set campaign goals and research ad opportunities. Be it through social media platforms, content marketing, or affiliate marketing; hire companies with a specialization in your niche conversion type.
Going live
Once you come up with a well-developed strategy and build a strong team, you can launch your campaigns.
Post-launch plan
The moment you launch your campaign, they start to generate valuable data. You can optimize individual campaigns to enjoy increased performance. However, you also need to optimize for those best-performing advertisement sources. You need to identify the best-performing traffic sources. To do this, you need to track metrics & e-commerce analytics. Accordingly, you can allocate funds for Performance Marketing campaigns, thus reducing expenses & increasing ROI.
