Performance marketing allows advertisers to pay only for specific actions, like clicks, leads, or sales, rather than impressions. This provides several benefits: it is ROI-focused since advertisers only pay for results, it is low risk since advertisers are not paying for impressions, and it is easy to track and measure performance. To get started, advertisers should establish clear campaign goals, research advertising opportunities, develop strategies tailored to their goals, launch their campaigns, and then continuously optimize campaigns based on performance metrics and analytics.

1. What Is Performance Marketing and How
To Get Started in Marketing
How companies create advertisements & sell their products & services has
changed over time. This also has impacted how marketing campaign success is
measured. Attribution in the pastwas almost impossible. Conducting
PerformanceMarketing campaigns allows you to measureeverything ranging
fromconversion rates to brand reach to an individual advertisement. With such
advertisements, you justneed to pay on the successfulcompletion of a specific
action, instead of clicks or impressions.
About Performance Marketing
A good number of MNCs across the globe may spend a fortuneon brand.
However, the majority try to take prudentdecisions on spending to stay
profitable. The advertiser can derive more power with such marketing campaigns.
This is becauseyou can determine the action to be taken and pay accordingly for
the completion of such actions. Itcan be a click, lead or sale.
Benefits derived
Running such marketing campaigns does offer severalbenefits like:

2.  ROI-focused
 Low risk
 Easy-to-manage& track performance
Itis 100% measurable. All campaign metrics can be tracked effortlessly &
reported to enjoy increased convenience. Itis also ROI-focused, thus being less
risky. You can avail quicker, less risk launch times and approvals arenot
necessary.
Measuring success
The key to achieving digital marketing is ‘MeasurableROI’. You can track
performancein various ways and also use severalmarketing tools. ROI should be
tracked regularly. But your campaigns should be given sufficienttime to collect
valuable data. But without adequate data, you cannot optimize any campaign.
Why it is unique?
In traditional advertising, the advertiser is required to pay up upfrontfees for ad
spacederived, which is independent of performance. Although you may not
derive many conversions, stillyou will have to spend a fortune. But with
PerformanceMarketing, you need to make payments for only successful
transactions.
Evolution
This type of unique marketing has managed to evolve with time due to changing
consumer behaviors & advancements in technology. Digital marketing, these
days, is more about reaching the targeted audience at the appropriatetime and
an appropriatedevice. This changing landscape is favored by SEO &
SEM professionals. SEO professionals arerequired to find out ways to use
engaging & unique content. They no morerely only on link building or keyword
optimization to enhance site rankings. Similarly, search engine marketers learned
leveraging PLAs, optimizing for mobile & navigate complex campaigns.

3. Potential pitfalls
This type of marketing campaign also comes with severalpotential pitfalls &
challenges similar to other marketing campaigns. Itincludes compliance-related
problems concerning publisher fraud, placement transparency & regulatory rules.
You can come across various tools like fraud detection to prevent such problems.
How to get started
To measurecampaign success, it is essential to firstestablish campaign goals.
Proper goals should be set beforelaunch to sell products or generate brand
awareness. Campaign goals should determine wherethe ads need to be shown,
your target audience & take other factors into account.
Pre-launch plan
Business goals should be accounted for when developing strategies. Lead
generation campaign strategy, for example, is different fromthe one to develop
brand awareness. To set campaign goals, research on ad opportunities. Be it
through social media platform, content marketing or affiliate marketing; hire
companies with a specialization in your niche conversion type.
Going live
Once you come up with a well-developed strategy and build a strong team, you
can launch your campaigns.
Post-launch plan
The moment you launch your campaign, they startto generate valuable data. You
can optimize individual campaigns to enjoy the increased performance. However,
you also need to optimize for those best-performing advertisementsources. You
need to identify the best performing traffic sources. For this, you need to track
metrics & analytics. Accordingly, you can allocate funds for Performance
Marketing campaigns, thus reducing expenses & increasing ROI.