In short: Performance marketing plans and evaluates marketing according to predefined measurable actions and their business value.
How I use performance marketing in practice
I first define the result, value and cost limit. Then I check measurement, lead quality, margin, capacity and delay. I optimise campaigns across the entire process, not only the platform's conversion column. I connect performance with brand and content because a paid channel often harvests demand created elsewhere.
What to watch
What is easy to measure is not necessarily most important. Excessive pressure for immediate performance can exhaust the existing audience, undervalue a long buying cycle and damage the offer with discounts.
Questions for decisions
- Which result and value are we optimising?
- Can we see the entire business process?
- How much performance is genuinely incremental?
- What happens to demand when the campaign is switched off?