Performance Marketing

Performance marketing KPIs:

Definition: KPIs (Key Performance Indicators) are key figures that are used to measure the success of marketing measures.

Application in performance marketing: Some of the most common KPIs in performance marketing are the conversion rate, the cost per click (CPC), the return on ad spend (ROAS) and the customer acquisition cost (CAC). By continuously monitoring these KPIs, marketers can optimise the performance of their campaigns.

Features of performance marketing

• Measurability: A key feature of performance marketing is the precise measurability of marketing activities. Every action, be it a click, a download or a purchase, can be recorded and analysed.

• Goal-orientation: Performance marketing pursues clear and specific goals, such as a certain number of leads, sales or website visitors.

• Cost efficiency: Only those actions are paid for that actually trigger a desired response from the user. This can be done on a cost-per-click (CPC) or cost-per-action (CPA) basis, for example.

• Optimisation: By constantly analysing the collected data, marketing measures can be adapted and optimised in real time. This makes it possible to utilise the budget more efficiently and achieve better results.

• Transparency: Advertisers have full insight into the performance of their campaigns at all times. They know exactly how much they are spending on what and what results they are getting in return.

• Flexibility: Campaigns can be quickly adapted to changing conditions or insights. This can be done, for example, with regard to the budget, the selected channels or the target group orientation.

• Target group specificity: Detailed targeting allows you to address precisely those users who are relevant to a product or service. This minimises wastage and increases the chance of conversions.

• Continuous learning curve: As data is constantly collected and analysed, a continuous learning process is created. With each campaign, you gain more insight into the behaviour and preferences of the target group.

• Scalability: Successful performance marketing campaigns can be easily scaled. This means that once success has been established, the budget can be increased to reach even more potential customers.

• Technology-driven: Performance marketing uses the latest technologies, tools and platforms to manage campaigns, collect data and carry out analyses.

Performance marketing strategy:

Definition: This involves the overarching planning and alignment of performance marketing campaigns. An effective strategy takes into account objectives, target groups, budget allocation and the selection of suitable channels and tools.

Implementation: A successful performance marketing strategy begins with the definition of clear objectives (e.g. increasing website traffic or boosting sales figures). The appropriate channels are then selected and the campaigns aligned accordingly. Continuous monitoring and adjustment of the measures is essential in order to maximise the ROI.

Advertising measures in performance marketing

Performance marketing is designed to deliver measurable results that are directly linked to marketing activities. Various advertising measures are available for this purpose:

Search engine advertising (SEA):

• Description: SEA involves paid adverts that are placed in search engines such as Google or Bing.
• Advantage: Fast visibility and direct control of traffic based on relevant keywords.

Search engine optimisation (SEO):

• Description: SEO includes measures designed to improve the organic (non-paid) visibility of a website in search engines.
• Advantage: Long-term visibility and sustainable traffic without direct costs per click.

Affiliate marketing:

• Description: companies co-operate with partners (affiliates) to promote products or services. For every sale or lead generated by the partner, the partner receives a commission.
• Advantage: Costs are usually only incurred if a sale or lead is successfully brokered.

Display advertising:

• Description: This involves placing visual adverts (banners, videos, etc.) on websites or in apps.
• Advantage: High reach and targeted targeting based on user interests and behaviour.

Email marketing:

• Description: Sending advertising messages directly to the email addresses of potential or existing customers.
• Advantage: Direct communication with an already interested target group, high personalisation options.

Social media advertising:

• Description: Paid adverts on platforms such as Facebook, Instagram, LinkedIn or Twitter.
• Advantage: Targeting based on demographic data, interests and user behaviour.

Retargeting/remarketing:

• Description: Ads are targeted to users who have already interacted with a website or product but have not converted.
• Advantage: Re-targeting users who have already shown interest and therefore higher conversion rates.

Native advertising:

• Description: advertising content that adapts in form and function to the editorial environment in which it appears.
• Advantage: Unobtrusive advertising that is often not directly recognised as such by the user and therefore enjoys a higher level of acceptance.

Further services

Pharma Marketing - Strategies for pharmaceutical companies to advertise medicines and health products in compliance with regulatory requirements.

Medical Writing - Writing scientific documents in the medical field, such as research articles and patient information, with a focus on clear communication.

Social media marketing - using social networks to promote brands and engage with audiences via platforms such as Facebook or Instagram.

Data Driven Marketing - marketing decisions based on data analysis to optimise campaigns and increase ROI.

Healthcare Marketing - Promotion of services and products in the healthcare sector, often in compliance with specific regulatory requirements.

Healthcare Agency - For effective pharmaceutical and healthcare marketing. Specialised in digital, social media.