Performance marketing agency: Focus on sales

Strategy X: Performance targets

Let’s start at the very beginning if you haven’t had any contact with performance marketing.

What is performance marketing?

Performance marketing directly translated would mean “performance marketing”. The primary goal of performance marketing is therefore not to attract attention (technical term “brand awareness“), but to achieve specific performance targets. This performance is measured using KPIs (technical term “key performance indicators”). One such concrete indicator is CPL (“Costs Per Lead”), simply put: how much does a customer cost you? The lower the figure, the cheaper it is to purchase a customer for your products.

The strategy in performance marketing is therefore not only focused on reach, but above all on the implementation of specific goals.

• Increaseinteraction
• Increase visitor numbers
• Increase market share
• Increase newsletter subscriptions
• Increase sales in e-commerce
• …

Various online marketing tools are used for this, including social media marketing, email marketing, affiliate marketing, but also display advertising and search engine ads.

What are the benefits of performance marketing?

What are the benefits of performance marketing? Let’s briefly summarize the advantages and disadvantages:

Advantages of performance marketing:

• Precisely measurable results
• Goals verifiable with key figures
• Data-based optimization of advertisements
• Cost-efficient marketing

Disadvantages of performance marketing:

• Real-time controlling through performance tools
• Continuous optimization of campaigns

What performance marketing channels are there?

In performance marketing, we use various online marketing tools for you.

• Social Media Marketing
• E-mail marketing
• Affiliate Marketing
• Display Advertising
• Native advertising
• Content Marketing
• Search Engine Ads
• Search engine optimization

KPIs: What are conversions / leads?

Leads – One of the great advantages of performance marketing is (as already mentioned) the precisely measurable results. They are measurable thanks to the KPIs defined in the strategy. What are the most important KPIs?

Performance Marketing Manager Insights

Important key figures for your company include

• Cost per click(CPC)
• Cost per Mille(CPM)
• Cost per action (CPA)
• Cost per lead (CPL)
• Cost per sale (CPS)

Above you also learned about the various tools, from social media marketing to email marketing. Specific KPIs are also available to you in the individual areas. Depending on the primary goals you have defined for your strategy.

Measurable, scalable – that’s performance marketing.

Example: Social media marketing as a tool

KPIs in social media marketing include:

• Return on Advertising Spend (ROAS)
• ROI (return on investment)
• Post reach / Impressions
• Followers and fans
• Clicks, leads and sales
• Types of interaction
• Conversion rates
• Mentions
• Comments
• Shares
• Likes
• …

Social Media Marketing

Advertising on TikTok, YouTube, Instagram and Facebook. Learn more about our agency, strategies, ads and ad formats, the individual apps and ad placements, as well as examples of the newer social apps if you’re thinking about TikTok Ads for the first time.

• Social Ads

The more campaigns you run, the more expertise you have in the run-up to each individual strategy. The better the strategy, the more efficient the use of your media budget.

The major advantage of social media advertising is the wealth of data available on social media platforms and their users. Facebook alone has an average of over 2,000 pieces of data per user. Starting with simple parameters, such as place of residence, through to more complex connections. Learn more about social media marketing!

Get in touch with our experts:

• Contact person

Example? Farid goes viral for energy drink

Attention from Germany to Dubai + effects on sales. This is how performance-based, target group-oriented marketing works, right in the middle of “people’s lives”. The press also writes: “Farid Bang starts the can challenge” and continues “Of course he drinks from a can just like this and, in addition to the diss, also advertises his partner” (Watson 2021).

PS: We cannot publish internal sales figures for specific brands, but pictures say more than 1,000 words!

• Energy Drink: Viral

Email marketing: quickly explained

Email marketing – simple segmentation and personalization, scalable success, advertising for a new product, discounts for customers, information about the company. There is hardly a tool that has had so much success in online marketing over a long period of time.

• E-mail marketing

E-mail marketing campaigns

Save time, for example in the selection of tools. Also remember that data must be processed efficiently (e.g. target group categorization). There are many tool providers, including Sendinblue, CleverReach, Mailchimp, GetResponse, HubSpot, but also Rapidmail. Right down to the newsletter design, the content and, more importantly, the strategy.

Funnels: Automated mails

The strategy is primarily about building a funnel (automated emails). Funnels are individual campaigns, coordinated email content for specific target groups. To put it simply: you are a DIY store and want to address tradesmen. Product X is then sent to different target groups with different content. The processes are predefined, email 1, email 2, email 3, so to speak.

• E-Mail Funnel

Advantages of e-mail marketing

Just a few of the advantages of email marketing at a glance:

• Simple segmentation and personalization
• Automated newsletter saves time and money
• Regular interaction with users
• Simple A/B testing
• Omnichannel campaigns can be integrated
• Measurable and scalable success

Learn more about email marketing! Get in touch with our experts:

• Contact person

Display / Native Advertising

Native ads (native advertising or native display ads) refer to all paid advertising formats that are discreetly labeled as ads. Simply put, native advertising is advertising that does not look like advertising. Native ads offer minor disadvantages, but above all advantages. Did you know? According to a white paper by AppNexus, the CTR of native display advertising is 8.8 times higher on average. According to Forbes, the purchase intention increases by 18% with native ads. We also always measure a higher CTR in our customer projects.

• Display / Native Advertising

We all know them: sponsored content. When reading online magazines, on social media platforms. Native ads nestle almost inconspicuously into the environment of the respective medium. Native ads are therefore both visually and personalized, with content adapted to the environment of the advertising measure. Native ads can be used in both online and print advertising.

Advantages of display / native advertising

Display / Native Ad in short:

• Integrative advertising (unobtrusive)
• Indirect, sales-promoting measure
• Also for PR, online reputation, brand awareness

Content Marketing

If you have people commenting on, sharing or liking your content (on social media), you are doing content marketing. If you have intelligently linked content (website, Facebook, YouTube), you are doing content marketing. If you involve your users in your activities (through actions), you are doing content marketing. In short: write, link, market. Quite classic, isn’t it?

In social marketing, email marketing and search engine optimization:

• Content Marketing

Exactly! As you can see, the term content marketing is nothing new. Although it is of course often understood and sold by media agencies as a completely new era, content marketing is in fact the simple, classic way of picking up recipients (readers, interested parties) with high-quality content, well thought out and always with added value for your readers.

Advantages of content marketing

Good content marketing has many advantages.

• Brand awareness increases
• Traffic through good content + ads
• Leads through reach
• Sales through leads
• Rankings rise
• Trust through added value
• Authority over competitors

Search Engine Ads

There are now numerous ways to place digital advertising for e-commerce. From organic to paid reach. The most interesting for most online retailers, however, is Google AdWords! Why? Contact with AdWords increases unaided brand awareness by 20%+.

• Google Ads

Typical goals for the use of display ads are, for example: Increase product awareness, promote the brand and brand awareness, increase sales, but also lead generation.

A treasure trove of data! Targeting with Google & Co.

What interests do users have? What do they want? Where do they come from? Which website do they visit? Which products do they look at in online stores? How much time do they spend on a particular topic, e.g. in an online blog? What friends do they have on social networks? Which groups do they follow? Google can answer all these questions and accordingly users can be targeted extremely precisely with advertisements.

The more precisely these advertisements are sent out (target group definition), the less budget has to be spent on the advertisement. This naturally reduces costs!

Advantages of Google Ads

Advantages of Google Ads at a glance:

• Advertise on keywords
• Place advertisements according to data (age, location, language, …)
• Days, time and frequency can be planned
• Costs = user / scalable
• Cost control
• Local / global orientation

Search engine optimization

Not only in e-commerce, but also for agencies, service providers and much more, rankings at the top of the search results are extremely interesting. Today we take a closer look at the topics of SEO, SEA and SEM.

• Search engine optimization

Around 3.45 billion search queries are currently made every day. In Germany, for example, 9 out of 10 search queries are made on Google. No one leaves page 1, a full 86% do not click on page 2, which shows the relevance of the first page. 68% only look at the first 5 out of 10 search results.

• 3.45 billion search queries per day
• 9 out of 10 Germans use Google for search queries
• 86% do not leave page 1
• 68% only look at the first 5 out of 10 search results (page 1)

Advantages of search engine optimization

Just a brief overview of the advantages:

• Acquisition of new customers via XL platform Google
• SEO is sustainable and measurable
• Targeted for exact keywords
• More visitors for website / online store
• Better texts, more conversion
• SEO increases awareness

Learn more about search engine marketing! Get in touch with our experts:

• Contact person

Best practice from the travel industry.

Contact: Contact person

Do you want to bring your performance marketing up to date and show the competition “how it’s done” as the state of the art? Then get in touch with our contacts. We look forward to your inquiry.

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Jobs: Careers for Performance Marketing Managers

Do you have experience as a Performance Marketing Manager and are looking for new challenges for your career? Apply to our agency now!

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Marketing Agency One provides a global view of Google Ads performance in an international comparison with data from over 20 markets.