Performance Marketing 101: Simple Yet Powerful Strategies For First-Timers

Published on: January 20, 2024

Last Updated on: March 8, 2024

Performance Marketing

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Imagine campaigns capable of multiplying profits…continuously raining conversion-fueled money makers into your business. Sounds too good to be true? Well, how about letting you in on performance marketing’s best-kept secrets? Even if you’re a total newbie, these straightforward strategies will have you maximizing ROI in no time.

Step 1: Laser Focus Your Goals And Kpis

Step 1: Laser Focus Your Goals And Kpis

In the wise words of Lewis Carroll, “If you don’t know where you are going, any road will get you there.” The same applies to marketing campaigns. Without clearly defined goals and key performance indicators (KPIs), you’ll just be throwing spaghetti at the wall to see what sticks. No bueno.

So, before you even think about strategies and tactics, it’s imperative to lock down concrete goals and success metrics.

Action Step:

Schedule a dedicated planning session to answer questions like:

  • What specific actions do I want visitors to take on my site? Sign-ups? Purchases? Content downloads?
  • How much revenue do I want to generate each month?
  • How can I best define and quantify campaign success?

Common performance marketing KPIs include:

  • Cost Per Acquisition (CPA): The average cost to acquire a conversion like a purchase or sign-up
  • Return on Ad Spend (ROAS): The revenue generated per $1 of ad spend
  • Conversion Rates: The % of visitors taking your desired on-site actions
  • Lifetime Value: Long-term revenue from converted customers

Outline 2-3 KEY goals and metrics that align with your business model, resources, and growth objectives. This clarity will be invaluable for shaping strategies, optimizing campaigns, and measuring impact moving forward.

Step 2: Select Your Campaign Types And Channels

Businessman holding a tablet with colorful icons

With goals and KPIs locked and loaded, it’s time to map out the formats and channels you’ll leverage to achieve them.

Action Step:

Based on your objectives, resources, and target audience, select from these high-level campaign types:

Pay-Per-Click (PPC) Ads

  • Overview: ads displayed alongside search engine and website content, pay each time someone clicks
  • Platforms: Google Ads, Microsoft Ads, Amazon Ads
  • Best For: Driving targeted traffic quickly. Optimizing for purchases, lead gen, or brand awareness goals.

Social Media Ads

  • Overview: highly targeted ads placements on social media feeds and stories
  • Platforms: Facebook, Instagram, LinkedIn, TikTok
  • Best For: Tapping into existing audiences, visual storytelling at scale

Affiliate Marketing

  • Overview: rewards external partners for driving conversions via links and promo codes
  • Platforms: Rakuten, CJ Affiliate, ShareASale
  • Best For: marketers without an audience or product (ie. niche blogs, deal sites)

Retargeting Ads

  • Overview: target ads to visitors who previously interacted with your website or ads
  • Platforms: Pixel tracking across ad platforms
  • Best For: re-engaging high-intent users who haven’t yet converted

While specializing in 1-2 formats is advisable early on, combining multiple campaign types can yield extremely powerful results in harmony.

If managing multiple campaigns feels overwhelming, consider hiring a professional digital marketing agency like They set up, manage, and optimize pay-per-click, social, affiliate, and retargeting campaigns based on your business goals.

Step 3: Set Up Frictionless Landing Pages

Set Up Frictionless Landing Pages

Alright, your campaigns are crafted to reach highly qualified prospects… now you need seamless landing pages to convert them into buyers, subscribers, or email leads.

Fun Fact: Optimized landing pages can double or even triple campaign conversion rates.

Here’s an easy formula for maximizing conversions:

An effective landing page should:

👍 DO:

  • Maintain razor-sharp focus on ONE conversion goal
  • Hook attention immediately with bold colors, graphics, and value props
  • Speak directly to prospect needs and interests
  • Establish trust and credibility using testimonials and authority
  • Guide visitors through next steps with clear CTAs

👎 DON’T:

  • Divert focus to unnecessary navigation links or details
  • Use generic stock photos that don’t support messaging
  • Bury the primary call-to-action out of sight
  • Overload page with complex text or confusing options

Be sure to A/B test various page layouts, value propositions, and calls-to-action. Finding the optimal blend of elements for converting your audience is well worth the effort.

Conversion rate optimization is a process – expect to iterate landing pages continually throughout campaigns. Tiny tweaks can trigger huge lifts once refined.

Step 4: Set Up Rigorous Tracking

As you launch campaigns, be sure to monitor key performance data including:

  • Traffic volume and quality
  • Impressions and click-through rates
  • Bounce rates and time on site
  • On-page behavior flows
  • Conversion rates and cost per conversion
  • ROI metrics like ROAS

Tools like Google Analytics, Facebook Business Manager, and native platforms provide robust tracking and optimization capabilities.

Pro Tip: Assign campaign UTM parameters to filter performance data easily. For example:

  • Campaign Source
  • Campaign Medium
  • Campaign Name
  • Campaign Term
  • Campaign Content

Review analytics frequently and take decisive action based on insights uncovered:

🔥 Double Down On Winners: Invest more in high-performing combinations of creatives, audiences, and placements driving the bulk of conversions and revenue

Kill Off Underperformers: Don’t get stuck throwing money at consistently low-ROI elements without rigorous testing

Continually optimizing your media mix is crucial for improving campaign performance over time.

Step 5: Relentlessly Optimize Campaigns

Step 5: Relentlessly Optimize Campaigns

With a solid first campaign up and running, it’s go time! Be sure to:

  • Test new creatives, offers, and messaging
  • Experiment with different audiences, placements, and budgets
  • Monitor latest changes and updates to ad platforms
  • Talk directly with customers about why they did (or did not) convert

Treat campaigns as living, breathing mechanisms – not “set and forget” machines.

Monitor for saturation and creative fatigue: if cost per conversion creeps up or CTRs decline, it’s time for a refresh.

Work to maximize results while budgets allow, then scale back as needed once diminishing returns kick in.

The key is maintaining an insatiable appetite for testing and optimization. Campaigns must evolve continually to beat platforms at their own game.

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Barsha Bhattacharya

Barsha Bhattacharya is a senior content writing executive. As a marketing enthusiast and professional for the past 4 years, writing is new to Barsha. And she is loving every bit of it. Her niches are marketing, lifestyle, wellness, travel and entertainment. Apart from writing, Barsha loves to travel, binge-watch, research conspiracy theories, Instagram and overthink.



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