Performance Marketing: What is it and how you become #1?

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Digital advertising is not just consumer marketing. It is becoming increasingly important today, as is the performance of digital marketing campaigns. The evolution of digital media has made advertising more measurable than ever before, allowing you to evaluate your investments based on target groups. This leads directly to performance marketing: a new form of online advertising that analyzes the effectiveness of websites and other channels (email, search engine optimization, etc.) on their own merits.


What is Performance Marketing?

Was ist Performance Marketing?

Performance marketing is a form of digital advertising in which advertisers only pay for their ads when users click on them. The advertiser pays for the performance of the ad, not for the number of impressions or clicks. This means you don’t have to pay for something that doesn’t work (such as an ineffective ad).

Performance marketing is a form of marketing that focuses on the performance of an ad campaign. It is also referred to as pay-per-click (PPC) or cost-per-acquisition (CPA).

Performance marketing helps marketers measure and improve their campaigns by focusing on metrics such as conversion rates, lead generation, and ROI.

There are many ways to do performance marketing. The most common way is PPC or CPA (cost per click or cost per acquisition) advertising. PPC ads are usually placed on search engines and social media platforms like Facebook. CPA ads are usually placed on affiliate networks like ClickBank and Amazon Associates.

Performance marketing is one of the most popular forms of digital marketing. It involves charging advertisers only when they achieve results, such as a lead or a sale. Performance marketers can track the success of their ads much more easily than other forms of online advertising, which can make it an attractive option for marketers looking to increase their ROI (return on investment).


Marketer Performance Indicators.

Key Performance Indicators (kpis)

Key performance indicators (KPIs) are metrics that marketers use to track the impact of their marketing efforts on business performance. In other words, KPIs measure whether or not your marketing is working.

There are many different KPIs that can be used in a marketing strategy. Some of them are widely used:

Measuring the reach and effectiveness of advertising (e.g., impressions, click-through rates).

Measurement of customer loyalty (e.g., repeat purchases, customer lifetime value).

Measuring the market share of products/services offered by competitors in the same industry segment and comparing them to your own goals

Using these indicators, you can determine where you stand in comparison to your competitors so that you can make informed decisions about how much effort and money you should invest in certain activities such as advertising campaigns or PR measures.


Performance marketing techniques

Performance marketing is the future of marketing. Performance marketing is a form of advertising that focuses on the performance of an ad, not just its visibility. Performance marketing also includes online advertising such as affiliate marketing and pay-per-click (PPC) ads. It helps businesses improve performance by, for example, increasing conversion rates, reducing costs, and generating more revenue.
Performance marketing includes a variety of different techniques, such as:

  • PPC advertising (PayPerClick)
  • affiliate marketing
  • retargeting
  • Display advertising
  • Search engine marketing


PPC and affiliate marketing are two of the most popular forms of performance marketing. They are both very effective for different reasons.

PPC is a form of advertising where you pay for your ad when someone clicks on it. It is often used to drive traffic to a website, social media account, or landing page. PPC is great because the cost per click is low and ads can be targeted to specific locations and demographics.

Affiliate marketing is another form of performance marketing where you get paid when someone buys something through your link or banner ad. Affiliate marketing is less risky than PPC because you don’t have to pay anything if no one clicks on your ad, but it also has less profit potential because you only get paid if someone buys something through your link or banner ad.

Retargeting is a form of online advertising that attempts to reach people who have previously visited a website by showing them ads based on their past online behavior.

Display advertising is a type of advertising on the Internet that does not take the form of search engine marketing, email, or social media. It is typically used by advertisers to reach their audience with messages in the form of banner ads, video ads, and other types of graphic ads.

Display advertising can be used to attract new customers and to remind existing customers about the company’s products and services.

Search engine marketing (SEM) is a form of Internet marketing that involves promoting websites by increasing their visibility in search engine results pages (SERPs).

An SEM campaign usually includes the following steps:

  • Keyword research
  • On-page optimization
  • Off-page optimization
  • Reporting and analysis


How do use cases and examples break down in performance marketing?

The first step to understanding performance marketing is to understand its four segments:

  • Content Marketing
  • Search Engine Marketing (SEM)
  • Social Media Marketing (SMM)
  • E-Mail Marketing


Content Marketing

Content marketing is a strategy of creating and distributing relevant articles, videos, podcasts, and other media to attract, engage, and retain an audience. With this approach, you create expertise, build brand awareness, and stay top of mind with your customers.

Content Marketing


Search Engine Marketing

Search Engine Advertising (SEA) or Search Engine Marketing (SEM) is an umbrella term for all forms of paid advertising on search engines such as Google, Bing, Yahoo! etc. SEM includes both paid search results (such as sponsored ads or highlighted results) and paid listings (such as shopping comparison sites).


Search Engine Advertising (SEA)


Social Media Marketing

Social media marketing is also a great way to connect with your audience and increase their loyalty. Social media can help you gain new followers, but it’s important to know that social media doesn’t always translate directly into sales.


Social Media Marketing


E-Mail Marketing

Email marketing is the best way to keep your audience engaged with your brand. You should send emails at least once a week, but no more than three times a week (unless it’s a special promotion).


E-Mail Marketing


How is performance marketing structured?

Wie ist das Performance Marketing aufgebaut

Performance marketing is a form of online advertising that focuses on campaign results. The goal of performance marketing is to increase conversion rates by giving customers what they want and need. Performance marketing can be divided into three stages:


This is where you advertise your products or services. Ads appear on various digital platforms such as social media, blogs, websites, and mobile devices.

Landing Page

When someone clicks on an ad that takes them to your website, it’s called a landing page. A landing page should be designed with specific goals in mind so that it helps convert visitors into customers who will buy your products or services when they come to your website after clicking on an ad you’ve placed somewhere else online (like Facebook).


When someone arrives on one of these landing pages after clicking through from another source like Facebook or Google search results, depending on how well everything has been set up so far, there are two possible outcomes – either they don’t convert yet by buying something, but they leave some information about themselves that can be used later if needed (like asking for their email address or entering details about their age group), or they might even buy something right away! Either way, we now have what we call “conversions” which are great because they mean more sales for whoever developed all this stuff!”


The four-level pyramid of performance marketing.

Pyramide des Performance Marketing
The four levels are: Brand Awareness, Customer Loyalty, Online Store and Transaction. The pyramid shows how you can use performance marketing to reach your customers in different ways.
Let’s take a look at each level:

Brand Awareness

This is about creating a brand that people recognize and are excited about. It’s about spreading the word and letting people know who you are. For this reason, we recommend starting with organic search engine marketing. You can drive more traffic to your website by ranking for keywords that people are searching for. This doesn’t cost a lot of money either.

Customer Loyalty

Once you have visitors on your website, it’s time to build customer loyalty. You can do this by offering them special deals or discounts on their first purchase or free shipping. Above all, it’s about making them feel valued and important. This is also where things like email marketing come into play.

Online Store

Once you have customers coming back to your website and buying from you, the next step is to turn it into an online store. You can do this by installing a shopping cart on your website or using a third-party service like Shopify.


This is where you start connecting with your customers on a personal level. You can do this by sending personalized emails or setting up live chat sessions so they can speak with a customer service representative right away.


Platforms in the field of performance marketing.

  • Ad advertising
  • Cost per performance
  • Marketing, online marketing, and marketing activities.
  • Performance marketers.
  • Performance marketing channels: users and target groups.


What should be considered when using performance marketing?

When using performance marketing, advertisers need to consider the following:
Cost per performance (CPP) is the cost of reaching a target audience. It includes all costs and revenues associated with achieving a conversion or other desired action by a user. CPP is calculated by dividing total revenue by the total number of clicks to reach an advertising goal.
Marketing measures refer to how an ad campaign was designed and executed, including strategy, content creation, platform selection, targeting methods, creative messaging, and more. These are critical factors in determining whether your campaign was successful or not. The “marketing mix” refers to the aspects that are combined when planning the marketing strategy for a particular product category or brand to build consumer awareness and create sales opportunities
Performance marketing channels include search engines like Google AdWords, display networks like Facebook Ads, social media platforms like Twitter Ads, mobile apps like Apple’s iAds program, email newsletters through MailChimp, retargeting ads from companies like Criteo (which uses cookies), affiliate programs where publishers get commissions when someone else buys something through their link on sites like Amazon, etc.).


How to become a performance marketing pro

performance marketing pro

Becoming a successful performance marketer is no easy task. But with the right steps and the right mindset, you can become one. In this article we will explore 4 steps on the way to becoming a performance marketer.

  • know your niche
  • learn from others
  • learn more about your competitors
  • be an active listener


1. Know your niche

The idea of a niche is to find something that you excel at and can master in the shortest amount of time. If you look under the category of “performance marketing,” you’ll find that the niches are social media marketing, content marketing, email marketing, and sales funnel optimization. All of these areas are highly competitive. Finding a niche that stands out is the first step in becoming a performance marketer.

2. Learn from others

The next step is to realize that you need the help of others to learn and dominate. You’ve already found your niche, now all you need to do is find content that others have written on the topic.

3. Learn more about your competitors

Performance marketers should always be aware of what their competitors are doing, as this helps them stay ahead of the game by finding innovative ways to promote their product or service.

4. Be an active listener

Wherever they are, performance marketers should always listen to what their customers are saying, as this will help them come up with new ideas for marketing their product or service.


The benefits of performance marketing.

benefits of performance marketing

Performance marketing has both advantages and disadvantages. The most important thing is to understand both so you can use the advantages to your advantage and avoid the disadvantages at all costs.

Let’s take a look at some of the most important advantages:

With performance marketing, you can measure return on investment (ROI) very easily. This means that you can immediately determine if a campaign was successful or not, and adjust it accordingly, without waiting for months like you would with traditional marketing methods like television commercials or direct mail.

It gives you access to a larger audience than traditional media because it uses Internet search engines like Google or Bing, rather than having a limited reach through TV stations or newspapers/magazines, where only people who live within range of those channels will see your ads (and even then, they may not want that kind of content).

You can target specific audiences based on certain factors like location, age group, etc. by using keywords in search terms so that only those looking for information specifically related to those topics see your ad, rather than wasting money trying to reach all types of potential customers who may not appreciate the offer – ensuring everyone gets exactly what they want and saving valuable time!

Measurable advertising results. With real-time stats on your website or via measurement tools like Google Analytics, you can easily track what’s working and what’s not in terms of sales, clicks, or other important business aspects. You’ll get detailed reports on how many people clicked on a particular ad, over what time period, and whether or not they subsequently visited your site (e.g. conversion).  This gives you valuable information about which advertising media you use to best reach a specific target group – so you can optimize these media in future campaigns to achieve even better results than before!


What are the challenges of becoming a performance marketeer?

Performance marketing is the process of using marketing techniques to persuade people to buy a product or service. The job of a performance marketer is to understand what motivates customers and then use that knowledge to influence their buying decisions. Performance marketing is an important part of the marketing mix and has been for a long time. It is one of the most exciting and challenging areas of the industry.

There are many difficulties for the industry. First, it is said that the majority of marketers are still not familiar with performance marketing. This means that they don’t have the skills and knowledge required for this type of marketing – which can be a problem for companies that need help with their performance marketing strategy.

The challenges associated with being a performance marketer are not only related to the job itself, but also to the position it holds in society. Performance marketers are often viewed as sleazy or manipulative, which can make them feel like they are not doing their job well or at all. A key difference with a product-based business is that the goal of the business is to make money by selling its product. Performance marketing, on the other hand, is not about a tangible item, but about the performance of a display or other marketing campaign.

For example, Target (a store) might spend millions on advertising during Black Friday, but the performance marketing team might choose to promote a product in a completely different way. The idea is to make more money from the campaign itself by having people either spend more or buy more products than the company could have taken in during one of its sales periods (in this case, Target would have made more money with just one day of advertising on Black Friday).


How can you position yourself as a successful performance marketer?

To position yourself as a successful performance marketer, you should:

  • Have a clear goal.
  • Measure the results of your actions.
  • Adjust your strategy accordingly.
  • Talk about the results with your customers.
  • Justify each action with data and show that it works for them (and not just for you).
  • Use your own reach.
  • Create target audiences.
  • Create customized landing pages.


The future of performance marketing

The future of the industry is not clear. This is true for any industry that is being upended by technology. The question is whether their data will be used to improve or optimize marketing. As marketers, we need to think about what’s going to happen with all that data. We need to think about how we can use it to improve or optimize marketing to our customers.

It’s predicted that the marketing industry will be worth $300 billion by 2020.

That’s because there are so many different ways to target consumers.

What will happen to all this data? Predictive analytics is one of the most important tools in performance marketing today. It helps marketers predict what their customers want and how they want it delivered.

For example, predictive analytics can be used to determine if a customer is about to leave or make a purchase. This can be done by analyzing data from previous interactions with the company, such as web browsing behavior, purchase history, and social media posts.



In conclusion, when it comes to performance marketing, there is no such thing as “the best way”. The key is always to find the right solution and make sure it meets the needs of your business. We hope we’ve been able to give you some pointers today so you can get started with performance marketing right away!


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