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An Introductory Guide</title> <meta name="description" content="Want to rightfully proclaim you know exactly how to invest dollars that get results? Performance marketing should be your focus." /> <link rel="canonical" href="https://blog.taboola.com/introductory-guide-performance-marketing/" /> <meta property="og:locale" content="en_US" /> <meta property="og:locale:alternate" content="ja_JP" /> <meta property="og:locale:alternate" content="zh_TW" /> <meta property="og:type" content="article" /> <meta property="og:title" content="An Introductory Guide to Performance Marketing" /> <meta property="og:description" content="Want to rightfully proclaim you know exactly how to invest dollars that get results? Performance marketing should be your focus." /> <meta property="og:url" content="https://blog.taboola.com/introductory-guide-performance-marketing/" /> <meta property="og:site_name" content="Taboola Blog" /> <meta property="article:publisher" content="https://www.facebook.com/taboola/" /> <meta property="article:published_time" content="2018-08-03T12:00:56+00:00" /> <meta property="article:modified_time" content="2020-03-01T20:00:00+00:00" /> <meta property="og:image" content="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-social.jpg" /> <meta property="og:image:width" content="600" /> <meta property="og:image:height" content="400" /> <meta property="og:image:type" content="image/jpeg" /> <meta name="author" content="Barry Feldman" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:description" content="Want to rightfully proclaim you know exactly how to invest dollars that get results? 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value="Search"> <i class="fa fa-times closed" aria-hidden="true"></i> <div class="search-result" data-result></div> </form> </div> </div> </div>  </header>  <script type="text/javascript"> var waitForGlobal = function(key, callback) { if (window[key]) { callback(); } else { setTimeout(function() { waitForGlobal(key, callback); }, 100); } }; </script> <div class="progress-container"> <div class="progress-bar"></div> </div> <div id="content" class="container"> <div class="row "> <div class="col-xs-12 col-md-11 col-centered"> <div class="row row-no-padding"> <div class="col-xs-12 mobile-featured"> <div id="featured" class="image-post-mobile" style="background-image: url(https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-1.jpg)"></div> </div> </div> <div class="row"> <div class="col-xs-12 col-md-8"> <div class="breadcrumbs"> <ul id="breadcrumbs"><li class="post-category"><a href="https://blog.taboola.com/category/performance-marketing/">Performance Marketing</a></li></ul> </div> </div> </div> <div class="row"> <div class="col-xs-12 col-md-8 "> <header class="post-info"> <div class="post-title"> <div class="col-xs-12"> <div class="row"> <h1 class="mb-20">An Introductory Guide to Performance Marketing</h1> </div> </div> </div> <div class="post-info-meta"> <span class="post-by"> Posted by <a href="https://blog.taboola.com/author/barry-feldman/" title="Posts by Barry Feldman" class="author url fn" rel="author">Barry Feldman</a> </span> <i class="middot">   </i> <span class="posted-on"> <time class="entry-date updated" datetime="Mar 02">Mar 02</time></span> <i class="middot">   </i> 11 Minutes read </div> </header> </div> <div class="col-xs-12 col-md-8 mt-20"> <div class="article-content-wrapper"> <div id="featured" class="image-post-desktop" style="background-image: url(https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-1.jpg)"></div><h2><span style="font-weight: 400;">What is performance marketing?</span></h2> <p><span style="font-weight: 400;">Performance marketing is a comprehensive term for online marketing and advertising programs where advertisers pay only when a specific action occurs. These actions can include a generated lead, a sale, a click, and more. </span></p> <p><span style="font-weight: 400;">See also: Guides to <a href="https://blog.taboola.com/content-marketing-strategy/">Content Marketing Strategy</a>, <a href="https://blog.taboola.com/increase-brand-awareness-today/">Brand Awareness</a> and <a href="https://blog.taboola.com/ultimate-guide-lead-generation-2/">Lead Generation</a></span></p> <p><span style="font-weight: 400;">Performance marketing professionals—in agencies, with media companies, publishers, or otherwise—rely heavily on paid marketing channels including:</span></p> <ul> <li style="font-weight: 400;"><a href="https://www.taboola.com/native-advertising"><span style="font-weight: 400;">Native advertising</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Sponsored advertising</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Affiliate marketing</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Social media advertising</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Search engine marketing</span></li> </ul> <p><span style="font-weight: 400;">In this post, we’ll unravel the essentials of performance marketing:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">How performance marketing works</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Terms you need to know</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">An overview of the top platforms and channels available</span></li> </ul> <p>Ready to <a href="https://signup.taboola.com/join">Promote Your Content</a>? Click Here to Get Started</p> <h2><span style="font-weight: 400;">How do performance marketing platforms work?</span></h2> <p><span style="font-weight: 400;">Let’s briefly explore how most platforms operate.</span></p> <p><span style="font-weight: 400;">As is the case with all media (often purchased by <a href="https://blog.taboola.com/successful-media-buyers/">media buyers</a>), each channel has a specific audience and offers different types of advertising platforms to reach them. For instance:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Facebook, the leading social media channel, offers a variety of options to </span><span style="font-weight: 400;">show your ads to</span><span style="font-weight: 400;"> people visiting the Facebook or Instagram platform.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Taboola, the leading content discovery network, offers advertisers the ability to reach the readers of tens of thousands of leading online publications.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Google displays your ads in search results pages (and across the Google Ads network).</span></li> </ul> <p><span style="font-weight: 400;">Obviously, no channel shows all the ads available, all the time, to everyone. So how do the different platforms choose what to show? A combination of the following factors come into play based on:</span></p> <ul> <li style="font-weight: 400;"><b>Target audience and segmentation</b><span style="font-weight: 400;">—Each ad platform offers ways for you to target your audience in the form of audience segments.</span><span style="font-weight: 400;"><br /> </span></li> <li style="font-weight: 400;"><b>Bid</b><span style="font-weight: 400;">—The modern advertising landscape calls upon programmatic capabilities that factor in the amount you’ve agree to pay to show your ad in a specific place and time, to your chosen target audience.</span><span style="font-weight: 400;"><br /> </span></li> <li style="font-weight: 400;"><b>Quality and relevance</b><span style="font-weight: 400;">—Trust is the biggest issue people have with advertising of any kind. As such, ad performance is factored. If your ad doesn’t work—that is, it earns low quality ratings—the network will reduce its exposure.</span><span style="font-weight: 400;"><br /> </span></li> <li style="font-weight: 400;"><b>Conversion</b><span style="font-weight: 400;">—The economics of performance marketing is based on consumers taking action. When the required action doesn’t take place the network doesn’t get paid. So your ad gets displayed more when it works.</span></li> </ul> <p><span style="font-weight: 400;">Facebook</span><span style="font-weight: 400;"> advertising (and the associated fees), for example, focuses heavily on the advertiser’s bid, ad quality and relevance , and estimated amount of actions. Most platforms work in a somewhat similar manner.</span></p> <h2><span style="font-weight: 400;">Performance Marketing Strategy </span></h2> <p><img fetchpriority="high" decoding="async" class="aligncenter wp-image-7382 size-full" src="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-2.jpg" alt="know marketing terms" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-2.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-2-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-2-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-2-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-2-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">If performance marketing is about paying for action, it pays to have a strong grasp on the various strategies most commonly used, and the actions most commonly measured.</span></p> <ul> <li style="font-weight: 400;"><b>Cost Per Impression (CPM)</b><span style="font-weight: 400;">: The amount an advertiser pays a publisher per one thousand times that their advertisement is shown </span></li> <li style="font-weight: 400;"><b>Cost Per Click (CPC)</b><span style="font-weight: 400;">: The amount an advertiser pays only when their advertisement is clicked on</span></li> <li style="font-weight: 400;"><b>Cost Per Sales (CPS)</b><span style="font-weight: 400;">: The amount an advertiser pays only when a sale is directly generated by an advertisement </span></li> <li style="font-weight: 400;"><b>Cost Per Leads (CPL)</b><span style="font-weight: 400;">: The amount an advertiser pays when they receive a sign-up from an interested consumer as a direct result of their advertisement </span></li> <li style="font-weight: 400;"><b>Cost Per Acquisition (CPA)</b><span style="font-weight: 400;">: The amount an advertiser pays when a specific action, such as a sale, a form completion, or a click, occurs </span></li> </ul> <p><span style="font-weight: 400;">It’s worth noting that each of the above actions is an advertising objective and therefore a measure of performance marketing effectiveness. To evaluate your choices, and continue refining them, you’ll need to consider your campaign goals, choice of platforms, costs, and of course, results.</span></p> <h2><span style="font-weight: 400;">Top performance marketing channels</span></h2> <p><span style="font-weight: 400;">If performance marketing demands accountability, it follows that performance marketing channels are those that empower you to measure specific actions.</span></p> <p><span style="font-weight: 400;">You already know how it works, and the basic terms, let’s look at the leading contenders now.</span></p> <h3><span style="font-weight: 400;">1. Native advertising</span></h3> <p><img decoding="async" class="aligncenter wp-image-7385 size-full" src="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-3.jpg" alt="Native ads on NBC News" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-3.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-3-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-3-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-3-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-3-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">It’s a tough pill to swallow, but swallow it you must: most people in your target market are oblivious to digital advertising. They either have filters in place—such as ad blockers—or they filter ads subconsciously, or both.</span></p> <p><span style="font-weight: 400;"><a href="https://www.taboola.com/native-advertising">Native advertising</a> opens the door to creating click-through opportunities on the websites where your target market consumes content. Native advertising gets 10x more clicks than other forms of online advertising.</span></p> <p><span style="font-weight: 400;">The linchpins of native advertising are:</span></p> <ol> <li style="font-weight: 400;"><span style="font-weight: 400;">Offering quality content that provides value.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Leveraging smart distribution via the right publishers.</span></li> </ol> <p><span style="font-weight: 400;">The good news regarding the second requirement is content discovery platforms such as</span><a href="http://taboola.com"><span style="font-weight: 400;"> Taboola</span></a><span style="font-weight: 400;"> offer advanced predictive engines that ingest remarkable volumes of data to match viewers with content they’re likely to take interest in.</span></p> <p><span style="font-weight: 400;">The nuances of launching successful <a href="https://blog.taboola.com/start-content-discovery-campaign-scratch/">content discovery campaigns</a> via native advertising are nicely</span> <span style="font-weight: 400;">presented in this article</span><span style="font-weight: 400;"> and summarized in the following five steps:</span></p> <ol> <li style="font-weight: 400;"><b>Set a goal</b><span style="font-weight: 400;">—Determine a specific goal and define essential metrics to gauge progress.</span><span style="font-weight: 400;"><br /> </span></li> <li style="font-weight: 400;"><b>Right-fit the content</b><span style="font-weight: 400;">—Aim to build campaigns around content with the potential to inspire action.</span><span style="font-weight: 400;"><br /> </span></li> <li style="font-weight: 400;"><b>Prepare your launch</b><span style="font-weight: 400;">—Launch preparation involves selecting content, audience filters and budget parameters.</span><span style="font-weight: 400;"><br /> </span></li> <li style="font-weight: 400;"><b>Optimize</b><span style="font-weight: 400;">—Fine-tune campaign performance by analyzing the data, identifying the publishers driving the best results, and adjusting your budget accordingly.</span><span style="font-weight: 400;"><br /> </span></li> <li style="font-weight: 400;"><b>Re-align and revise</b><span style="font-weight: 400;">—Review how campaign performance compares to your original goal and look for ways to make it even more efficient with granular variables like time of day, site, and device type. Consider how content discovery might support additional efforts throughout the marketing funnel.</span></li> </ol> <h3><span style="font-weight: 400;">2. Sponsored content</span></h3> <p><img decoding="async" class="aligncenter wp-image-7386 size-full" src="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-4.jpg" alt="sponsored articles increase online visibility" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-4.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-4-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-4-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-4-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-4-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">Much like content discovery, sponsored articles are another form of native advertising considered to be content performance marketing plays. Sponsored articles can drive qualified traffic and conversions and increase overall online visibility in front of a highly targeted audience.</span></p> <p><span style="font-weight: 400;">Native advertising expert Chad Pollitt writes:</span></p> <p><i><span style="font-weight: 400;">“Sponsored articles have opened the door for brands to become part of natural conversations with consumers within the realm of their trusted environments—the publications they go to for news, education, and entertainment on a regular basis.”</span></i></p> <p><span style="font-weight: 400;">Executed properly, sponsored articles have proven to be a financial win for both advertisers and publishers. In the</span> <span style="font-weight: 400;">Media Buyer’s Guide to Sponsored Editorial Content</span><span style="font-weight: 400;">, Pollitt explains:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Sponsored content means the publisher is a media outlet.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The long-form editorial nature of sponsored articles distinguishes them from their short-form sponsored social counterparts.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Association with a publication and exposure to its audience </span><a href="https://blog.taboola.com/increase-brand-awareness-today/"><span style="font-weight: 400;">increases brand awareness</span></a><span style="font-weight: 400;">, web traffic, conversions, and the likelihood of profitable consumer buying behavior.</span></li> </ul> <p><span style="font-weight: 400;">A great example will be a Hear.com campaign.</span></p> <p><span style="font-weight: 400;">Hear.com</span><span style="font-weight: 400;"> reached out to Taboola to partner on a performance marketing campaign utilizing sponsored content to create awareness around hearing loss and possible solutions.</span></p> <p><img loading="lazy" decoding="async" class="aligncenter wp-image-7380 size-full" src="https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.31.54-PM.png" alt="Hear.com increased traffic by sponsored content" width="1096" height="602" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.31.54-PM.png 1096w, https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.31.54-PM-206x113.png 206w, https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.31.54-PM-688x378.png 688w, https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.31.54-PM-768x422.png 768w, https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.31.54-PM-1024x562.png 1024w" sizes="(max-width: 1096px) 100vw, 1096px" /></p> <p><span style="font-weight: 400;">Through educational-focused sponsored content, Hear.com was able to target specific geographical regions and increase traffic tenfold over two years.</span></p> <div class="hs-inline-form"> <h4>38 Case Studies From Brands That Have Succeeded With Taboola</h4>  <script src="https://swissknife.taboola.com/TaboolaForm/tbf-dist.min.js"></script> <script charset="utf-8" type="text/javascript" src="//js-eu1.hsforms.net/forms/embed/v2.js"></script> <script> hbspt.forms.create({ region: "eu1", portalId: "143535613", formId: "11a9dec0-e0db-4da1-b658-825a33eb67ea", onFormReady: function (form) { let checkboxVal = false; form[0].querySelector('input[type="checkbox"]').addEventListener('change', (e) => { checkboxVal = e.target.checked; console.log(checkboxVal); }); TaboolaForm.collectGeoData(() => { TaboolaForm.enrichForm(form[0]); }); }, onFormSubmit: function(form) { dataLayer.push({ 'formName': '38 Case Studies From Brands That Have Succeeded With Taboola', 'formType': 'Whitepaper Download', 'newsletterRegistration': checkboxVal, 'event': 'formSent' }); } }); </script> </div> <h3><span style="font-weight: 400;">3. Social media advertising</span></h3> <p><img loading="lazy" decoding="async" class="aligncenter wp-image-7388 size-full" src="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-6.jpg" alt="Social Networks" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-6.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-6-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-6-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-6-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-6-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">It’s no secret that it has become far more difficult to achieve measurable results with organic reach via social media networks.</span></p> <p><span style="font-weight: 400;">Consequently, agencies and media buying professionals are investing in social media advertising to play a role in their performance marketing programs.</span></p> <p><span style="font-weight: 400;">Social networks provide you clear metrics to measure KPIs such as clickthrough rate (CTR), cost per click (CPC), and your overall ROI. As is the case with all performance marketing efforts, your starting point is to establish your objectives.</span></p> <p><span style="font-weight: 400;">Reasonable objectives for social advertising include increasing:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Traffic</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Engagement</span></li> <li style="font-weight: 400;"><a href="https://blog.taboola.com/ultimate-guide-lead-generation/"><span style="font-weight: 400;">Lead generation</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Sales</span></li> </ul> <p><span style="font-weight: 400;">The practical next step is to select the social platforms you’ll begin with. Consider the following:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">How the demographics of the network aligns with the brand.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The traction you’ve gained on each network with your organic efforts.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How your competition approaches the various social channels.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Ad formats that can be used on the network.</span></li> </ul> <p><span style="font-weight: 400;">Of course, the list of social media channels you can <a href="https://www.taboola.com/advertisers">advertise</a> on is long and includes Facebook, Instagram, Twitter, LinkedIn, YouTube, Snapchat, and Pinterest.</span></p> <p><span style="font-weight: 400;">We won’t get into specific performance marketing campaign structures for each individually, however, consider the following best practices:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Create specific target audiences by diving into the targeting options provided. You’ll twist the dials going forward as you hone in on your audience.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Strive to create ads that blend well with the organic content found on each network. Blatantly promotional efforts tend to backfire on social.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Take time to understand the pros and cons of the various formats offered.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Experiment with your bidding strategy and optimize them over time to increase ROI.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Refresh your ads and landing pages often.</span></li> </ul> <h3><span style="font-weight: 400;">4. Search engine marketing</span></h3> <p><img loading="lazy" decoding="async" class="aligncenter wp-image-7389 size-full" src="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-7.jpg" alt="Google Ads" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-7.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-7-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-7-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-7-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-7-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">Technically, the practice of search engine marketing (SEM) includes efforts to increase visibility and clicks via organic and paid advertising. In this post, we’ll address only paid, which is another viable performance marketing channel.</span></p> <p><span style="font-weight: 400;">Thanks to the <a href="https://blog.taboola.com/google-ads-alternative/">Google AdWords program</a>, SEM has been the most popular performance marketing channel for decades. In 2017, Google’s ad revenue amounted to more than 95 billion US dollars.</span></p> <p><span style="font-weight: 400;">Advocates of SEM will tell you its strength is it enables advertisers to put their ads in front of customers who are ready to buy.</span></p> <p><span style="font-weight: 400;">Keywords are the foundation of SEM and choosing them wisely is a bit of a science. You’ll benefit from conducting comprehensive keyword research as part of your strategy aiming to identify keywords that are relevant to your brand, which prospective customers are likely to use when searching.</span></p> <p><span style="font-weight: 400;">For obvious reasons, keywords with high commercial intent that include terms such as </span><i><span style="font-weight: 400;">buy, discount, deal, coupon, and free shipping</span></i><span style="font-weight: 400;">, are more competitive and thus, pricier.</span></p> <p><span style="font-weight: 400;">On that note, it’s important to understand SEM is based on a real-time auction system. That is, an auction process takes place every time someone enters a search query. To be entered into the auction, advertisers identify keywords they’ll bid on and determine how much they are willing to spend for a click.</span></p> <p><span style="font-weight: 400;">The process is a complex one, but understanding it is critical to achieving high ROI. WordStream is a leading vendor in the SEM software space and offers deep resources for mastering the bidding process at its</span> <span style="font-weight: 400;">PPC University site.</span></p> <h3><span style="font-weight: 400;">5. Affiliate marketing</span></h3> <p><img loading="lazy" decoding="async" class="aligncenter wp-image-7387 size-full" src="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-5.jpg" alt="Affiliate marketing plan" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-5.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-5-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-5-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-5-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/intro-performance-marketing-5-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">Affiliate marketing is an established form of performance marketing. In this popular model, a publisher becomes an affiliate by establishing a relationship with an advertiser to produce traffic and sales (or an agree action).</span></p> <p><span style="font-weight: 400;">Affiliates send traffic to advertisers and receive a commission in exchange for an agreed upon action (a sale, in most cases). Affiliate publishers essentially act as an extension of your brand using their site to sell your goods and services to users.</span></p> <p><span style="font-weight: 400;">Any website operator can be an affiliate. Any brand operating online can be an advertiser though in most instances, the advertiser has an ecommerce brand or sells a solution via the web.</span></p> <p><span style="font-weight: 400;">According to a recent</span> <span style="font-weight: 400;">report on the state of affiliate marketing</span><span style="font-weight: 400;"> from Business Insider:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Affiliate marketing is growing and accounts for approximately 15% of the digital media industry’s revenue.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Affiliate marketing now drives as many e-commerce orders in the U.S. as email.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Publishers often take a native approach to affiliate marketing by embedding product links within organic content.</span></li> </ul> <p><span style="font-weight: 400;">To be successful in performance marketing it’d be convenient to join</span><span style="font-weight: 400;"> an affiliate network</span><span style="font-weight: 400;"> that meets all expectations when it comes to a big base of users and cooperation perspectives. We’d recommend </span>MyLead<span style="font-weight: 400;"> because of its multilingual and technical support, well-developed education system, advanced tools and interesting bonuses and promotional codes, thanks to which your brand will be promoted even more willingly. </span></p> <h2><span style="font-weight: 400;">Affiliate Marketing Software Platforms</span></h2> <p><span style="font-weight: 400;">Affiliate marketing software platforms act as a middleman for advertisers and marketers. Affiliates and an online merchant agree upon a specific action(s) that will result in a payout for the affiliate, and the platform ensures that these transactions are safe, fair, and not left to manual labor.</span></p> <h2><span style="font-weight: 400;">11 Best Affiliate Marketing Software Platforms </span></h2> <ol> <li style="font-weight: 400;"><b>Everflow</b><span style="font-weight: 400;">: A cost effective platform with wide-ranging capabilities and a foolproof UI</span></li> <li style="font-weight: 400;"><b>Post Affiliate Pro</b><span style="font-weight: 400;">: A platform with large scalability, and a simple way for both merchants and affiliates to track success in real-time </span></li> <li style="font-weight: 400;"><b>LinkTrust</b><span style="font-weight: 400;">: A leader in attribution accuracy with a customizable UI</span></li> <li style="font-weight: 400;"><b>CAKE</b><span style="font-weight: 400;">: A cloud-based platform with robust and real-time management tools </span></li> <li style="font-weight: 400;"><b>AffTrack</b><span style="font-weight: 400;">: A mobile-friendly platform with unlimited clicks, easy-to-understand analytics, and 24/7 customer support</span></li> <li style="font-weight: 400;"><b>Trackier</b><span style="font-weight: 400;">: A platform with customizable reports, quick fraud detection, and a wide variety of integration capabilities</span></li> <li style="font-weight: 400;"><b>Voluum</b><span style="font-weight: 400;">: An end-to-end, easy to operate system with advanced tools to track and optimize campaigns</span></li> <li style="font-weight: 400;"><b>Hitpath</b><span style="font-weight: 400;">: A platform with reliable data and one of the simplest-to-use interfaces </span></li> <li style="font-weight: 400;"><b>TUNE</b><span style="font-weight: 400;">: An intuitive platform with robust features to operate and maintain successful affiliate marketing programs</span></li> <li style="font-weight: 400;"><b>Click Inc</b><span style="font-weight: 400;">: A platform with an approachable interface and a hands-on approach to maximizing affiliate campaigns</span></li> <li><strong>Affise</strong>: A performance marketing platform to manage, track, analyze and optimize online advertising campaigns in real-time</li> </ol> <h2>Performance Marketing Example</h2> <p><span style="font-weight: 400;">For example, French jewelry manufacturer and designer</span> <a href="https://www.taboola.com/resources/case-studies/pandora"><span style="font-weight: 400;">PANDORA</span></a><span style="font-weight: 400;"> worked with Taboola on a recent native advertising campaign to boost branding and conversions via content discovery and display advertising methods.</span></p> <p><img loading="lazy" decoding="async" class="aligncenter wp-image-7379 size-full" src="https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.30.13-PM.png" alt="PANDORA native advertising campaign" width="1089" height="638" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.30.13-PM.png 1089w, https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.30.13-PM-206x121.png 206w, https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.30.13-PM-688x403.png 688w, https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.30.13-PM-768x450.png 768w, https://blog.taboola.com/wp-content/uploads/2018/08/Screen-Shot-2018-08-07-at-1.30.13-PM-1024x600.png 1024w" sizes="(max-width: 1089px) 100vw, 1089px" /></p> <p><span style="font-weight: 400;">These efforts led to shoppers spending more time on the PANDORA website, and over time, increasing the conversion rate up to 130%.</span></p> <h2><span style="font-weight: 400;">Content Performance Marketing</span></h2> <p><span style="font-weight: 400;">Content performance marketing is the intersection of content marketing and performance marketing, where advertisers create, publish, and distribute content they feel is most relevant to their desired audience while simultaneously working to meet demand, optimize, and measure the success of the content. The three steps involved in content performance marketing are:</span></p> <ol> <li style="list-style-type: none;"> <ol> <li style="font-weight: 400;"><b>Target Demand</b><span style="font-weight: 400;">: In this step, advertisers determine where their audience is most likely to be looking for their product or service. It’s also gauging an understanding of the types of content a particular audience likes to consume and creating bespoke content that fits those parameters.</span></li> <li style="font-weight: 400;"><b>Optimize Content:</b><span style="font-weight: 400;"> Once content is created to meet a demand, data must be analyzed in real-time to determine how content can become more successful. An example of this is keeping a close eye on SEO. </span></li> <li style="font-weight: 400;"><b>Measure Results: <span style="font-weight: 400;">To inform future pieces of content, it’s crucial for advertisers to use learnings from past content performance campaigns. Setting strong KPIs allows advertisers to spend wisely and eliminate guesswork.</span></b></li> </ol> </li> </ol> <h2><span style="font-weight: 400;">A Quick Recap about the Types of Performance Marketing</span></h2> <p><span style="font-weight: 400;">Here’s a concise checklist indicating when to pursue specific performance marketing channels.</span></p> <ol> <li style="font-weight: 400;"><b>Native advertising</b><span style="font-weight: 400;">—Content discovery programs enable you to dramatically scale the reach of your content and achieve click-through to specific landing via the websites of publishers. This form of native advertising can be particularly fruitful for brands that are not achieving their goals via search and social media channels.</span></li> <li style="font-weight: 400;"><b>Sponsored content</b><span style="font-weight: 400;">—Another form of native advertising, sponsored content does not immediately drive traffic offsite, but instead to a page on the publisher’s site. Sponsored content is a worthy investment for augmenting a brand’s owned media and can help reach those who tune-out traditional ads.</span></li> <li style="font-weight: 400;"><b>Social media advertising</b><span style="font-weight: 400;">—Although social media advertising can run-up a sizable tab, ad programs offered by Facebook, Instagram, Twitter, LinkedIn and other channels enable marketers to target prospects with great precision and overcome the challenge of gaining exposure via organic posts.</span></li> <li style="font-weight: 400;"><b>Search engine marketing</b><span style="font-weight: 400;">—Pay-per-click programs offered by Google and Bing accelerate a brand’s exposure via search engine results pages for keywords in ways organic SEO cannot. SEM ad programs are reputed to deliver high commercial intent and therefore impressive ROI for brands that have finely tuned their programs.</span></li> <li style="font-weight: 400;"><b>Affiliate marketing</b><span style="font-weight: 400;">—Many brands pursue affiliate marketing and realize a strong return on investment (ROI). It’s essentially free advertising.</span></li> </ol> <p><span style="font-weight: 400;">Performance marketing is a great strategy when you want to be able to <a href="https://blog.taboola.com/how-to-measure-brand-awareness/">measure results</a>, and get them fast.</span></p> <p><span style="font-weight: 400;">To really hit your business goals, it’s important you build your campaigns strategically—choose the right platform, ad format, optimization goals, focus on the right audience and of course—create an ad that will resonate with your target audience.</span></p> <p class="p1"><span class="s1">[marketoform id=9011]</span></p> <p> </p> <p> </p> <div class="single-post-share-buttons"> <a href="https://www.facebook.com/sharer/sharer.php?u=https://blog.taboola.com/introductory-guide-performance-marketing/&t=An Introductory Guide to Performance Marketing" title="Facebook Share Button" rel="nofollow noopener" target="_blank" class="share-button facebook"> </a> <a 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