Performance marketing is the field’s term for the process of getting paid to bring visitors to a website, app, or brand.
The 2013 Global Summit Series looks at how performance marketers in India are evolving with digital and design trends growing drastically.
Looking at the volatile nature of this industry, most marketers have to test and learn while developing and promoting their campaigns.
That’s why performance marketing is getting so much popular, and for this reason, you are going to learn in-depth in this article.
The use of the internet changed the way companies advertise and sell products. The rise of social media also changed the way consumers interact with brands, and they were able to spread the word about products.
Finding out how your campaign is impacting your marketing efforts is not a new concept, but it was nearly impossible to track in the past.
Marketers now can see results as they happen, adapting their campaigns based on performance. With real-time results, marketers can move forward and adjust their campaigns to make them more effective. That’s why it is called performance marketing.
In this article, let us look at the complete guide on how to become a performance marketer in India.
Let’s Begin!
What Is Performance Marketing?
Performance marketing is the umbrella term for advertising techniques that pay marketers for results, such as clicks or conversions. It’s a type of online advertising that includes affiliate programs, pay-per-click, paid inclusion, lead generation, and other forms.
The basic difference between traditional marketing and performance marketing is, Traditional marketing involves spending a large amount of money to spread a message.
On the other hand, organic marketing just involves spending money without tracking the results. Organic marketing requires a large budget to make up for the lack of results.
On the other hand, performance marketing involves spending money but measuring the results and rewarding the marketing efforts accordingly.
Advantages of Performance Marketing
Performance marketing is a great way to promote a business and drive traffic to a website. It puts the control in the hands of the marketer, allowing you the flexibility to target the right audience at the right time.
Campaigns can be run across various media: online display, search, video, mobile, etc.
Performance marketing can be particularly advantageous for small businesses that may not have a large marketing budget.
The Misconception of Performance Marketing with Other Marketing?
Traditional forms of advertising can be expensive up front, with no guarantee that the advertising will work or provide results. At the same time, performance marketing allows marketers to pay only when a transaction is completed successfully.
✅ Performance Marketing vs Brand Marketing
When it comes to marketing any brand, one of the biggest challenges is standing out in a crowded field of competitors.
Whether you are just beginning to market yourself and your business or you are looking for ways to refresh your current strategy, there are many ways that people get and stay noticed.
One example is native advertising, a form of marketing that can consist of publishing content developed by an advertiser that fits into the flow and feel of other non-selling editorial material.
Content marketing has also been a popular topic in recent years due to its efficiency at building links and product visibility and promoting new businesses when it comes to brand awareness.
You’ll even find influencer marketing fitting under this umbrella of performance marketing. It requires companies to build relationships with niche-specific content producers who have large followings on various social platforms like YouTube or Instagram.
✅ Performance Marketing vs Affiliate Marketing
Affiliate marketing is fundamental to the nature of Performance Marketing as it is an extension of it. How affiliate marketing differs from other forms of Advertising is that the advertisement sent out by an affiliate is paid only when the potential customer they’ve referred completes a desired action, such as registering or purchasing a product or service through links.
In this sense, affiliate marketers make money based on performance rather than impression.
✅ Performance Marketing vs Programmatic Marketing
Programmatic marketing is a matchmaking service for people interested in buying advertising space and companies that have the space for sale.
Programmatic isn’t exclusive to online ads either – it works directly with print and radio ads!
This approach looks at certain audience groups and then shows your ad to all who fall within those categories.
It’s no surprise then that programmatic has become an essential ingredient of performance marketing. It lets advertisers buy better placements at scale, increasing ROI by measuring how many clicks or views they get on their ad on the fly.
Having in-depth reporting and analysis gives you valuable data surrounding the performance of your ads, plus the opportunity to tune things up whenever you want by targeting specific audience demographics.
This is how programmatic marketing differs from performance marketing.
Roles and Responsibilities of Performance Marketers in India
Listed below are some of the roles and responsibilities of a performance marketer,
- Analytical skills are very important for Performance Analysts.
- They need to clearly understand data, collect it, and analyze it to find conclusions.
- These skills are required for everything from evaluating performance to writing reports.
- Communication skills are also very important because Performance Analysts need to be able to communicate with clients, managers, and peers to make progress.
The Skills You Need To Master In Performance Marketing Channels
These are the numerous channels that govern performance marketing and lead to the implementation of advertising campaigns.
Let’s get started!
1. Search Engine Marketing
Search Marketing is a great and affordable way to get lots of targeted traffic to your website; it is an excellent way to make your brand known to potential customers and clients. Search Marketing involves ads that show up on search engine results pages (SERPs) and are paid by the user as in pay-per-click (PPC) or pay-per-action (PPA) models.
Real-time bidding (RTB) enables advertisers to bid on specific ad impressions with real-time auctions as the ad impressions are made available. This allows advertisers to bid in real-time and offer a real-time response to their target audience.
With a smart bidding feature, brands can place their ads in the right location at the right time.
For example, if someone was researching a snowboard jacket online, a smart bidding feature might display ads for snowboards at the beginning of the shopping journey and for snowboard jackets at the end.
To learn about search engine marketing, you should be through with the following bidding strategy,
- CPA- Target Cost per Acquisition
- Maximum Conversion Rate
- ECPC- Enhanced CPC
- ROAS- Target Return on Ad Spends
You may become an expert in search marketing if you grasp it.
2. Display Advertising
It’s a powerful performance marketing technique that uses pictures, logos, and rich media to reach internet users across millions of websites, news pages, forums, and blogs. The main goal of this type of advertising is to stand out from the competition on the publisher’s website and catch visitors’ attention.
3. Native Advertising
Native advertising is a sort of online advertising integrated into the content of the page on which it appears. The adverts are disguised as normal website content, making it impossible for consumers to distinguish between paid and non-sponsored promotions. Marketers benefit from these platforms because they can reach a big audience without being invasive.
4. Social Media Marketing
Advertisers can interact with their consumers, establish their brand, increase page likes, and drive website traffic and sales via social media marketing on Facebook, Instagram, LinkedIn, Twitter, Pinterest, and Snapchat. CPC and CPM are the most often utilized pricing schemes.
5. Affiliate Marketing
The advertiser pays the affiliate based on traffic from the affiliate’s site, resulting in the user’s completed action or sale. The affiliate is compensated using various pricing models, including Cost per Click, Cost per Lead, and Cost per Sale.
Scope of Performance Marketing
1. Insights From the Cross-Channel
Users seamlessly move from one source of services to another. Hence, campaigns need to be analyzed on a cross-channel basis, and the impact of these campaigns needs to be tracked according to the goal that is being worked upon.
This process could be easily achieved through performance marketing.
2. Adopting A Programmatic and Display Strategy
This is a new technique handlining by the performance marketer.
Many advertisers have traditionally thought of display advertising only for users in the awareness stage. But those days are quickly coming to an end.
We’re gaining a lot of traction with advertising premium inventory and helping websites get more engagement with rich media formats, like video and animations, which are making users more receptive to click on- this results in higher click through rates for our campaigns and, on average, every other ad being viewed!
That’s a big plus for our clients.
3. Approach To Attribution Model
Marketers are moving away from ad-driven models and shifting toward performance-driven and data-based campaigns.
Attribution modeling is how conversions are attributed through the various channels that traffic through, ultimately producing a final conversion value.
The ability to make accurate attributions to different consumer journey touchpoints is necessary for marketers to measure performance properly.
Takeaway: These approaches are relatively new to the market, and companies are attempting to find someone proficient in all of them to get a high return on investment.
Salary of Performance Marketers in India
Working as a performance marketer is a fantastic way to boost your earnings.
However, it’s become increasingly popular over the years, and as a result, there are an increasing number of marketers looking to jump into the field.
This means that job competition is increasing and salaries are coming down, so it’s important to be strategic about your job search if you want to earn top dollar.
In India, performance marketer salaries range from 2.5 lakhs to 76.4 lakhs per year, with an average annual pay of 7.0 lakhs.
How to Become a Performance Marketer in India
Here is a complete guide on how to become a Performance Marketer in India. This guide will help newbie marketers learn the basics of this profession, so that they may reach their career goals.
1. Learn performance marketing strategy
Performance marketing involves many channels to be effective, but there are certain steps to follow. These steps include; Knowing your goals, creating content, developing your audience, Targeting the right audience, understanding technology, and Building your strategy.
There are many different types of performance marketing, but we will focus on display and performance search marketing for this strategy.
A. Decide What Your Campaign Goal Is
Setting goals before launching a campaign is the logical starting point. Goals are based on what you sell or market and might include selling a certain product or raising brand awareness. When goals are not established for your marketing, it is impossible to determine what you are doing.
Ads have to have goals and a measurable impact. Without them, they’re useless. It’s important to know your goals and how they can be measured.
Using an ad platform can often require setting up campaign goals. This determines where your ads are shown, who they see to, and what other factors affect their success.
There are different ad platforms, each with its own set of features. Marketing automation platforms such as Salesforce and Hubspot are more complex, requiring you to learn its back-end.
B. Decide on your digital channel
Performance marketing is a type of online advertising based on results. Rather than paying for clicks based on impressions, with performance marketing, advertisers pay only when actual sales are made.
When engaging in performance marketing, it is a good idea to diversify the channels used to spread messages. Spreading out campaigns over multiple media does two things: it increases the likelihood of success, and it applies the exposure.
While display ads may still be an effective way to grow your business, native advertising can be an even more effective strategy. Native advertising is what Google prefers nowadays to get noticed by the customers.
C. Creating and launching the campaign
Campaigns are the backbone of the Metaverse. They make up the advertising that Metaverse users see every day.
Ads are everywhere, so much of performance marketing is about creating campaigns – identifying the target audience, understanding their pain points and desires, and crafting ads and messaging to address their needs and grab their attention.
The campaign planning and optimization process are one of the most important aspects of performance marketing, and in many ways, it’s what allows companies to market their services.
You can choose your target audience, age, gender, zip code, interests, and more. In addition, your ad placement can be based on the time of day and the day’s weather.
The more relevant the ad copy and design, the more likely it will be effective. Also, ad scheduling should be carefully planned to avoid duplicate ads with the way social networks are structured.
D. Make your campaign more effective by measuring and optimizing
The hard work begins after the campaign goes live. The marketer has to optimize each campaign to increase performance and conversion.
Marketers have full control over bidding, creativity, and targeting. The Keymetrics platform allows marketers to be much more flexible in their approach to performance marketing.
The performance part is what makes this post interesting. At this point, the company must utilize this data to make future campaigns more effective.
E. Dealing with potential pitfalls
The marketers involved must do their research and base their campaigns on facts.
But, with some challenges that come with it and pitfalls that need to be avoided, performance marketing can be a profitable venture.
When you base your marketing campaign on assumptions, it is only a matter of time before your drive fails.
Focusing your resources on high-quality advertising networks and platforms is one way to reduce potential pitfalls.
By doing this, you can rely on these networks and platforms to responsibly handle brand safety and data privacy issues.
2. Get Certified
If you want to be a Performance Analyst, one of the first things you should think about is how much primary education you’ll need. 73.2 percent of Performance Analysts have a bachelor’s degree, according to our data. A master’s degree is also held by 16.7% of Performance Analysts.
The choice of major is always an important step when researching how to become a Performance Analyst. The most commonly reported majors for Performance Analysts are Bachelor’s and Master’s degrees. However, other degrees are also often seen in this field.
Other work experience can be useful for becoming a Performance Analyst. Indeed, many Performance Analyst roles require experience in positions such as interns. Also, many Performance Analysts have had prior careers in places such as Performance Tester or Finance.
However, after you’ve completed digital marketing and obtained a reputable online certification, any organisation can hire you as a performance marketer.
If you don’t have a degree and want to pursue a career in digital marketing, take our online digital marketing course and earn an online credential Certification.
A. Get Skilled With Key Metrics
Performance marketing is all about ROI (return on investment). Everything done in a performance marketing campaign is measured, reported and analysed against pre-defined KPIs. This allows for an understanding of how well a campaign is performing and how it can be improved.
Digital marketing success depends on being able to measure ROI. There are many performance optimisation tools available, so choose one that fits your needs and allows you to track progress over time. The more data you have, the more insights you can glean about your campaigns and how to improve them.
Listed below are some of the common Key metrics you need to get skilled at
- CPM
CPM stands for cost per 1,000 impressions and is the average amount of money you need to pay a provider (such as a search engine or a website) for every 1,000 images (hits) that an ad receives.
- CPC
You have probably heard of CPC, or cost per click. CPC is how much advertisers pay to have their ads appear when someone searches for something on Google. This amount is based on the advertisers’ budgets and bids on keywords, with the larger advertisers paying the most.
- CPA
Cost per click, also known as CPC, is the cost an advertiser pays every time someone clicks on the ad. When advertisers use the term CPC, they’re referring to cost-per-thousand impressions. So, if you’re paying $1 per thousand impressions, you’re paying $1 per 1,000 impressions, regardless of how many people click on your ad.
- LTV
If you’re thinking about buying a new car, you might wonder what lifetime value means. LTV measures how much the car is worth to you in the future, and it includes some assumptions that you may or may not be comfortable with. And whether you buy or lease, these assumptions affect how LTV is calculated.
B. Gain Experience Through The Performance Marketing Campaign
Many companies promise to build your reputation, but you cannot always be certain of their experience. This is especially true for performance marketing because you cannot directly communicate with the vendors. That is why you need experience in the performance marketing campaign.
Before entering, companies require the following level of experience.
- Basic principle of the Performance Marketing industry revolves around getting consumers to view, click, share, or purchase an ad.
- Placing an advert on a partner’s website, the marketer gains exposure to their target audience.
- Understanding the win-win scenario for both advertisers and marketers since companies have the opportunity to reach a highly targeted audience that is highly engaged with their product or service.
- Get an expert in Clicks, views, and shares that generate valuable data that marketers can use to make informed decisions.
C. Get an Internship in a Company
An internship in a company is a great experience to get your feet wet in an office environment.
But finding the right internship in performance marketing can be daunting.
Apply for internships with Performance Horizon to learn what it’s like to work in one. By interning with one, you’ll have a better idea of whether you want to work there.
Before applying, get to know at least, you would be working with the following tasks or projects.
- You should be engaged with designing ads that are designed to drive specific actions by visitors.
- These ads are often placed alongside blog posts, news articles, or social media posts on the web space.
- After then, how to launch a native ad campaign for a company.
Once you go through all of these tasks, you can confidently apply for jobs in performance marketing in India.
3. Get a Job As a Performance Marketer
The performance marketing industry has grown steadily over the last few years and is expected to continue growing rapidly in the years to come. With so many companies looking for performance marketers, it’s never been better to join the field.
Learn the steps to becoming a performance marketer and understand the roles of marketing which describes the process of using digital marketing to generate sales, leads or brand awareness for a business
We could say the scope of performance marketing is too high; businesses large and small are rapidly adopting performance marketing to reach consumers with relevant, targeted marketing campaigns.
Apply to any of these sites and get your offer letter soon,
As a result, there are tons of opportunities for talented people to start a career as a performance marketers, whether you’re new to marketing or a seasoned professional.
Benefits of Learning Performance Marketing
The benefit of native advertising is that the ads blend in seamlessly with the web page, appearing natural. This lends more authenticity to the advertiser’s message and entices visitors to stay on the page longer.
One strong reason why performance marketing is growing is that it allows companies to track where their money is coming from and how it is being spent. This gives them the ability to focus their efforts and reallocate budgets when they need to.
Here are the three performance marketing benefits which you need to know,
1. Easy-to-track Performance
Performance marketing is becoming more and more popular as time goes on. These campaigns, set up with the express purpose of tracking and measuring, are as easy or difficult as they need to be.
Data analytics and optimization tools allow marketers to track how users interact with ads, allowing them to adjust their strategy to get better results. This is made easy by the performance marketer in no time.
2. Low Risk
Marketers know how to use the profit-and-loss figures of particular products or campaigns to measure the performance of specific channels and make decisions about improving upon strategy for future ad campaigns, which means that marketers are in a much better position to optimize campaigns performance as well as risk management.
As a result, marketers have more time on their hands because they aren’t waiting around for approvals from upper management.
3. ROI Focused
Top Performing Ads are driven by ROI (return on investment), so the end goal is always to improve performance.
This comes in the form of more leads and sales, helping your brand be spread across multiple dimensions and increase its overall number of online adventure seekers!
Top 3 Examples of Performance Marketing
1. Avon – Native Programmatic Video
While Avon is not the first advertiser to try native programmatic, its partnership with Havas Media in Brazil is noteworthy, given the agency’s deep expertise in native.
Brand performance goals will vary, but typically advertisers must find a way to tie their campaign to their brand identity and messaging. For Avon, that meant promoting their namesake beauty products with topical marketing designed to resonate with their audience.
Avon measured and tracked the ad’s excellent performance on premium publisher sites on the Outbrain network by achieving a 63% video completion rate and 75% video views.
2. Outbrain – Search Campaign
The campaign is part of a larger overarching campaign that focuses on brand awareness. The brand search campaign in Italy features ads that show up for users searching for “Outbrain” online, as well as for those searching for other keywords related to Outbrain, such as “Outbrain algorithm” and “Outbrain ranking”.
What was the name of Meta’s IPO marketing campaign? It was quite nice. However, the campaign results they reported to the SEC were much better. Meta earned $20 for every $1 invested in the campaign, resulting in a 2028 percent return on investment (ROI).
The outbrain excels at this, and that’s why it becomes an example of a performance marketer.
3. VAVAVOOM – Youtube Video Campaign
Video ads, specifically YouTube ads, are becoming mainstream for advertisers/brands. With TrueView for Action, VAVAVOOM increased their conversion rates and leads. With TrueView for Action, you can focus on specific actions, like signing up for a newsletter, visiting a store, or clicking a link.
The company exceeded all of its goals, including reaching an ROI of 1409% with a 10:1 ROAS. This was possible by targeting users who are likely to watch video advertisements.
Check out this article to learn more about how VAVAVOOM increased its conversion rates and leads.
Key Takeaway
So this was a complete article on how to become a Performance Marketer in India. I hope you got a complete idea of it and where to get started if you have doubts let me know in the comment box.
- Online marketing is a booming field because it delivers measurable results. As a result, performance marketing is now one of the fastest-growing online industries.
- Advertisers pay the publisher for leads or sales in performance marketing. Performance marketing has existed long before the Internet and has only risen in popularity.
- Performance marketing is a type of marketing that utilizes several channels such as search engines, social media, websites, and mobile apps.
- Performance marketing is predicated on outcomes, and marketers may track conversions down to a single ad using technologies like Google Analytics.
Performance marketing has been around for decades, but recently it’s gained even more momentum. Consumers are spending more time online, and marketers are spending more time and money trying to get the attention of potential customers. That’s why performance marketing has grown in popularity and is expected to grow even more in the future.
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