Performance marketing is all about getting measurable results on your ad spend. For a long time, soft results like impressions were acceptable ad campaign outcomes. Now, marketers are focusing on quantifiable performance-based results. 

As the spotlight on performance marketing picks up, the most interesting results are appearing in highly trackable mediums like PPC and programmatic display.

The ability to cross-reference data and layer campaign analysis makes programmatic and PPC an exciting results-driven option for performance marketing.

Making and managing this change is difficult, especially for brands and well-established businesses with rigid ad systems. In this guide, you’ll learn about how performance marketing works, the types of performance marketing channels, several benefits of performance marketing as well as specific ways to incorporate performance marketing into your campaigns.

What is performance marketing?

Put simply, performance marketing is marketing based on performance. This means that advertisers and marketing companies only get paid when a specific action is completed. The action needs to be connected to concrete performance, such as a sale, lead or click, in order to qualify.

Performance marketing is a broad term, so it’s often applied to a variety of uses and contexts. The main takeaway is that performance marketing places its emphasis on trackable results.

Many people treat affiliate marketing and…

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