A form of digital advertising that is focused on measuring and delivering results. It is carefully planned and optimised based on previous experience and current performance. There are several areas that need careful consideration when considering performance advertising.
You must have a clear understanding of your goals. Your campaign is entirely focused on spending less on advertising than your customer pays you. These metrics can sometimes take months or even years to acquire and completely understand. These figures are the foundation of the entire campaign and if calculated incorrectly can result in poor media buying and the ultimate failure of the campaign.
Within performance advertising it is common to pay only on confirmed sales, leads, telephone conversations, emails etc. The terminology around these methods vary, however the industry agreed terms are, Cost Per Lead (CPL) and Cost Per Acquisition (CPA). There are several interpretations of these two core terms. It is key to communicate and understand the term of reference and what it involves with each partner.
For performance advertising to work for your business, you are going to need an effective and accurate means to monitor the performance of each partner. In most cases, technology is employed to communicate key performance metrics. The data is decoded and analysed with the intention of shaping the direction of the campaign in the future. Removing all non-performing elements of the campaign and focusing attention on the areas that are working well.
We have over 15 years of advertising and marketing experience. Our key driver has always been performance led advertising and we factor it into everything we do online. Even if you are driving a brand message, it is crucial to understand where your audience is engaging with the advertising message.