Getting the most out of performance marketing isn’t easy, but it’s worth the effort. By focusing on targeted ads, attribution, and programmatic advertising, you can make sure that your money is spent on ads that are effective and profitable.
Programmatic advertising
Whether you’re a small business or a big brand, programmatic advertising is a powerful way to target and serve your audience. The process is fast, affordable, and efficient. In fact, the programmatic advertising industry is predicted to reach $142 billion by 2023.
The programmatic advertising industry is built around a variety of technology that automates the buying and selling of online ads. These ads can be found on a variety of websites and digital channels. This method of advertising allows advertisers to target highly specific audiences. It also allows for real-time results. The process is based on artificial intelligence and machine learning algorithms.
Publishers and advertisers enter into contracts that guarantee the purchase of ad inventory. These companies define the size, colors, and product design of the ad. The ad is then auctioned off to the highest bidder.
Targeting
Using data to make targeted marketing decisions is the name of the game. An omniscient view of customer behavior can help align marketing across all channels and devices. Likewise, new technologies allow companies to gather more data, which helps them make the right marketing decisions.
A well-executed performance marketing strategy can also help a business see the light of day. For instance, using the right ad placements can help create a higher click-through rate, which can help generate more ROI. Likewise, the right display analytics solution can help improve your display performance and uncover websites that drive your business to the next level. Performance marketing is the gold standard for companies seeking to reach their audience at scale. Moreover, the new age of digital marketing has allowed companies to tap into new channels, allowing them to reach more customers.
Third-party platforms
Using a third-party platform is an excellent way to make sure your campaigns are delivering the right amount of traffic and conversions to make them profitable in the long term. Some platforms offer end-to-end solutions for partner programs while others are more agnostic. Using a reputable platform will also help you make smarter marketing decisions by delivering real-time analytics and data on the performance of your efforts. A good platform will also provide insights into your marketing and advertising efforts, as well as the best strategies to achieve your marketing objectives.
While a good performance marketing platform will be agnostic and will not necessarily provide you with a streamlined experience, there are a few platforms that are particularly well-suited for the performance marketing connoisseur. One such platform is the aforementioned. The platform has several offerings, such as performance marketing, programmatic buying, and data management. In addition to its core offerings, the platform also supports all of the popular advertising formats, such as mobile advertising, social media advertising, and display advertising. The platform is also known for its anti-fraud measures and automation capabilities.
Cross-channel marketing
Creating a cross-channel marketing campaign can help your business better reach your target audience. In addition to increasing brand visibility, cross-channel marketing can help you boost your conversion rates and deliver a more personalized customer experience.
The key to an effective cross-channel marketing campaign is to keep your brand’s messaging consistent across all of your channels. Studies show that users who experience consistent messaging across all of your touchpoints have an increase in their purchase intent, perception of your brand, and the likelihood of returning for another purchase.
Cross-channel marketing can also help you make more efficient use of your marketing budget. Studies show that a holistic cross-channel campaign can improve marketing budget efficiencies by 15 to 20 percent. You can also use cross-channel analytics to plan future campaigns based on your performance in the past.
Attribution
Using attribution models, marketers can determine how their marketing channels contribute to conversions. They can also use these insights to customize messaging for each consumer. Having accurate attribution gives marketers the ability to increase conversions while improving their ROI.
There are many types of attribution models. Choosing the right one is the first step to accurate measurement of your marketing campaigns. However, attribution models can be difficult to implement. They can also be too simple, or too complex.
One common problem is cannibalization. When a customer visits a site several times before converting, attribution models may ignore everything that happened before that final touch. This can lead to inflated calculations and over-crediting of paid media.
Another common problem with attribution models is correlation-based biases. This can lead to inaccurate attribution for consumers who would have purchased regardless of advertising.
