Performance Marketing

In a nutshell:)
Who am I
Alexandra

Performance Media Manager

@Fashion Days

With over 4 years experience

in pay-per-click marketing
What is Performance Marketing
It’s basically marketing based on
performance
 Briefly, Performance marketing is the
smartest online advertising investment, in
which the purchaser only pays when there
are measurable results.
Examples of measurable results
Objective: Drive traffic
to the website

You pay by click

Objective: increase the
number of conversions
(transactions)

You pay by transaction

Objective: awareness
(reach)

You pay by impression

Steps to achieving a successful campaign
1. Define the goal - the outcome (a lead, a
sale, a click) will narrow the field of
effective performance marketing channels
 2. Choose the right platform (Facebook,
Google, Instagram, Pinterest, Snapchat etc.)
3. Plan the media mix - budget, KPIs,
targeting, creatives
4. Monitor the campaigns - the budget
should be spent accordingly & the KPIs
should be achieved as planned
5. Optimize - reach the objective under the
estimated budget, pay more for profitable
sources and cut off the unprofitable ones
 There are two dominating forces in the
Performance media world: Google Ads and
Facebook/Instagram Ads.
Google search ads will help you connect with
users who are searching for products or
services like yours.
Display ads and Facebook’s ads will allow you
to create demand and introduce your services
to customers who may not even be looking or
know you exist.
Performance Media through Google ads
Search ads
Every second, there are 2.3 million searches
performed on Google, and the majority of
search results pages include Google ads.
 It can be an extremely effective way of
driving relevant traffic to the website exactly
when people are searching for the types of
products or services your business offers.
Example of a Google search engine results page (SERP).
Why Google Ads Appear
 Two main triggers:
● User intent (searched queries/searches)
● Google ads algorithm (auction)
 The auction is focused around keywords – advertisers
choose a list of keywords to target that are relevant to
their business, the words that people are most likely to
use when searching for their product.
Then they bid on these keywords, based on how much they
are willing to pay for a Google user to click on their ad.
This bid, combined with a Quality Score assigned by Google
based on the quality of the proposed ad, determines which
Google ads appear on the SERP.
When users click the ads, the advertiser pays a certain cost
(the cost per click, or CPC), which is calculated according to
the below formula:
 To “win” the auctions and see your Google ads appear for
relevant keywords, you’ll need to optimize the Quality Score
and bid amount. The higher your Quality Score, in
conjunction with your bid amount, the better your ad
positioning.
What can affect your Quality Score:

● The relevance of your Google ad to the search query

● The relevance of the Google keyword to your ad group
● The relevance of your ad to its landing page
● The historical click-through rate (CTR) of the ad and its
ad group
● Overall historical account performance
Shopping ads
Google Shopping Ads are product listing ads (PLAs) that are
featured across Google’s Search and Shopping results
The difference between Shopping ads and
classic Search campaigns
1. They feature products at the top of Google’s search
engine results page, even on top of organic listings for
some keywords.
2. They feature visuals of the product.
3. They can include additional information that boosts
engagement, such as prices, reviews, and special
promotions.*

*not all these features are available in Romania at this time

4. Unlike keyword-based Search ads, Shopping ads focus on
biddings at a product level and are based on product feeds
that are uploaded in the Google Merchant Center.
Display ads
Appearing on the Google Display Network
Display Network is an extensive collection of outside, third-
party websites that have partnered with Google and agreed
to serve Google ads.
Google ads on the Display Network can be text, image,
video, or rich media format ads, and can be targeted
differently.
 Ways of targeting your audiences:
● Based on placements (website)
● Based on affinity & custom affinity - what your target
audience is passionate about and their habits/interests
● Based on custom intent & in-market & life events - what
they’re actively searching for
● Remarketing - how they’ve interacted with your business
● Similar audiences - new users with similar interests
YouTube ads
You can reach potential clients based on what they
watched or searched on YouTube.
 Most importantly, you pay when they show interest

● User played for 15/30 seconds or longer (or ended)

● Clicked on the video (or CTA, or banner)
● Because ads can be skipped after five seconds, you’ll
rarely waste money on completely uninterested
audiences
Ad types and where they’re displayed
Trueview ads
Trueview ads
 TrueView for shopping

Connect viewers directly to your

products

Provide information that brings

customers closer to making a
purchase.
 Requirements:

● have a Google Merchant Center

● connect it with your Google ads
account
Non-skippable ads
 There are two types of non-skippable YouTube ads:

● Pre-roll ads which appear before a video plays

● Mid-roll ads which appear at the midpoint of 10 minute-
or-longer videos
Bumper ads
 Bumper ads are the more tolerable version of non-
skippable ads, lasting 6 seconds at most.

Because they’re short, bumper ads are ideal for targeting

mobile users.
Performance Media through Facebook ads
How to rock your first campaigns
 ● Define your objective
● Imagine how your customer looks like. Create a persona
that would be interested in your product
● Think about at least 2 eye-catching banners & copy
variations
● Implement, monitor & optimize the campaign
Why choose Facebook ads?
Want to target vegan parents that live in the suburbs?
Want to reach individuals that are connected with your
Page?
Want to reach users who have visited your website?
 You can do them all.
The targeting and retargeting options available through
Facebook ads are exceptional.
Moreover, Facebook Ads are connected with Instagram Ads.

So you can run a single campaign that will display the same
ads on both platforms.