In theory, performance advertising is easy to define, but what is the best way to implement it in practice? Let’s take a look at the following performance marketing example:
Suppose you run an online vintage store and want to use performance marketing to increase awareness, traffic, and ultimately, revenue.
Your performance marketing strategy should begin by taking a critical look at your online store. All content should remain up to date: this not only includes product descriptions, prices, promotions, etc., but also information about the company or changes to the payment or shipping information. Furthermore, you should check whether you can further improve the design and functionality of your site – responsiveness, clarity, and monitorability are prerequisites for a successful performance marketing campaign.
During optimization, you should also check out other important areas such as product and price and adjust them as required. Can you keep up with your biggest competitors in terms of price? Do your products offer a unique selling point(a USP)? Do you differentiate yourself enough from your competitors?
Clarifying such questions is crucial for the success of your online shop. After this is complete, you can look towards the optimization of your online store’s user interface. In order for visitors to feel comfortable browsing your online store and stay there longer, the site must be intuitive to use, load quickly, and contain a good search function – further user interface tips can be found in our Digital Guide. These factors have a big influence on the conversion of new visitors to customers. Usability and conversion optimization play a big role in the success of any online marketing campaign.
If you did not take search engine optimization (SEO) into consideration when setting up your store, you should definitely do so as part of your performance marketing campaign. Appropriate measures (on-page and off-page optimization) help your store achieve a better ranking, which makes it easier for new visitors and potential customers to find you on search engines such as Google. In addition, you can have an ad on Google (SEA measures) or an advertising banner (display advertising) speak for your online store and so increase the awareness of your shop – in e-commerce the competition is particularly high.
However, before you use these measures as part of a performance marketing campaign, you should do some important preparatory work and internalize the following points for effective performance measurement: