What is performance marketing – and how do I do it?

Advertisers and marketers are becoming more and more aware of verifiable consumer actions as part of their digital advertising. Historically, performance marketing defined advertising campaigns with the objective of driving specific actions, and advertisers only paid when that action was completed.

I think that the pay-for-performance business models will still remain, but in the future of marketing all digital marketing will be based on performance in one way or another.

What is a performance marketing campaign?

– When the intention is to drive an action, as opposed to driving awareness.
– When the cause and effect between the ad and the consumer/user can be measured.
– The ad-buyer can optimize their ads in real-time, or near real-time based on measurement.
– In many cases payment is made based on consumer/user action

The most important part of a performance marketing campaign is that the performance is being measured, optimized, and opportunities are being leveraged.

So – how can you do this in Facebook?

Use Page post ads

Performance marketers have traditionally used domain ads such as the ones you set up to use in the right-hand side of Facebook. However, Facebook has multiple ad formats that might drive better results. The news feed is a premier place to advertise. We see that you get eight times the engagement for Page post ads placed in the newsfeed as opposed to the ones on the right-hand side. We recommend using Facebook link post ads, combined with conversion pixels to drive the traffic and be able to measure CPA (cost per action) or CPS (cost per sale) of each ad.

This is how we set it up: