Performance marketing: what it is, types and examples
Posted: Sun Dec 15, 2024 6:35 am
Measuring your marketing campaigns with mathematical precision. Not even Claude Hopkins, the author of Scientific Advertising (1923) , could have dreamed of such a thing when he published his famous work.
At the time, Hopkins was shocked to see how many france phone number data companies were investing tons of dollars in advertising without knowing exactly how much return they were getting for each dollar.
With the advent of the Internet and the different ways of doing online advertising and marketing, this has changed.
It is now possible to accurately measure the results of each euro spent on online advertising. This form of marketing even has a name: performance marketing.
Below, we explain everything you need to know.
1 What is performance marketing?
1.1 Brand marketing vs performance marketing
1.2 Growth marketing vs performance marketing
3 How performance marketing works
3.1 Marketing performance KPI
3.2 CPC (Cost per click)
3.3 CPM (Cost per impressions)
3.4 CPL (Cost per lead)
3.5 CPA (Cost per acquisition)
3.6 Performance marketing and ROI
4 Types of performance marketing
4.1 SEM performance marketing
4.2 SEO performance marketing
4.3 Native advertising or content performance marketing
4.4 Social performance marketing
4.5 Email performance marketing
4.6 Affiliate marketing performance
5 Examples of performance marketing
5.1 Example of SEM performance marketing
5.2 SEO performance marketing example
5.3 Email performance marketing example
6 The future of performance marketing
What is performance marketing?
Performance marketing is a type of digital marketing based on actions with measurable results.
When we talk about actions, we are not referring to just any type of action. Performance marketing is a strategy aimed primarily at selling products or services, increasing web traffic or encouraging participation in social networks.
Performance marketing campaigns involve different channels (search engines, social networks, emails) and measurement indicators (known as KPIs) are established for each one. The idea is to measure the performance of the campaigns on the different channels and, based on this, optimize them.
Performance marketing is sometimes confused with other forms of marketing (such as growth marketing) or contrasted with other types of marketing such as brand marketing. In the following sections we will clarify this for you.
Brand marketing vs performance marketing
Brand marketing aims to promote a brand's identity and values. Performance marketing, on the other hand, is based on more easily measurable actions such as the promotion or sale of the brand's product or service.
In this sense, it is confusing to establish a rivalry. What is more, performance marketing can benefit from brand marketing to improve its results if both campaigns are combined.
For example, a performance marketing campaign can be launched after a brand marketing campaign and leverage the results of the latter (brand awareness and desire) to improve its performance.
Growth marketing vs performance marketing
Growth marketing and performance marketing are more likely to be confused. Both types of marketing rely on measuring results to optimize campaigns, but their approach, scope and means differ.
Performance marketing is characterized by actions designed to achieve very specific objectives such as obtaining leads and conversions from very specific actions (Google ads, promotional emails).
Growth marketing takes a holistic approach and covers all phases of product or service acquisition, from problem recognition (awareness) to customer conversion and retention. To do so, it deploys different strategies such as SEO or email marketing.
At the time, Hopkins was shocked to see how many france phone number data companies were investing tons of dollars in advertising without knowing exactly how much return they were getting for each dollar.
With the advent of the Internet and the different ways of doing online advertising and marketing, this has changed.
It is now possible to accurately measure the results of each euro spent on online advertising. This form of marketing even has a name: performance marketing.
Below, we explain everything you need to know.
1 What is performance marketing?
1.1 Brand marketing vs performance marketing
1.2 Growth marketing vs performance marketing
3 How performance marketing works
3.1 Marketing performance KPI
3.2 CPC (Cost per click)
3.3 CPM (Cost per impressions)
3.4 CPL (Cost per lead)
3.5 CPA (Cost per acquisition)
3.6 Performance marketing and ROI
4 Types of performance marketing
4.1 SEM performance marketing
4.2 SEO performance marketing
4.3 Native advertising or content performance marketing
4.4 Social performance marketing
4.5 Email performance marketing
4.6 Affiliate marketing performance
5 Examples of performance marketing
5.1 Example of SEM performance marketing
5.2 SEO performance marketing example
5.3 Email performance marketing example
6 The future of performance marketing
What is performance marketing?
Performance marketing is a type of digital marketing based on actions with measurable results.
When we talk about actions, we are not referring to just any type of action. Performance marketing is a strategy aimed primarily at selling products or services, increasing web traffic or encouraging participation in social networks.
Performance marketing campaigns involve different channels (search engines, social networks, emails) and measurement indicators (known as KPIs) are established for each one. The idea is to measure the performance of the campaigns on the different channels and, based on this, optimize them.
Performance marketing is sometimes confused with other forms of marketing (such as growth marketing) or contrasted with other types of marketing such as brand marketing. In the following sections we will clarify this for you.
Brand marketing vs performance marketing
Brand marketing aims to promote a brand's identity and values. Performance marketing, on the other hand, is based on more easily measurable actions such as the promotion or sale of the brand's product or service.
In this sense, it is confusing to establish a rivalry. What is more, performance marketing can benefit from brand marketing to improve its results if both campaigns are combined.
For example, a performance marketing campaign can be launched after a brand marketing campaign and leverage the results of the latter (brand awareness and desire) to improve its performance.
Growth marketing vs performance marketing
Growth marketing and performance marketing are more likely to be confused. Both types of marketing rely on measuring results to optimize campaigns, but their approach, scope and means differ.
Performance marketing is characterized by actions designed to achieve very specific objectives such as obtaining leads and conversions from very specific actions (Google ads, promotional emails).
Growth marketing takes a holistic approach and covers all phases of product or service acquisition, from problem recognition (awareness) to customer conversion and retention. To do so, it deploys different strategies such as SEO or email marketing.