It aims to generate relevant consumer behavior. This can be making a purchase, clicking, or downloading specific content.
The tools defined as performance marketing can be explored in the following ways: search engine advertising, social media, email marketing, SEO, among others. Additionally, each one has a different method of measurement.
Some of these are Cost per Click (CPC), which is based on the number of clicks made on the ad; Cost per Lead (CPL), which is only paid when users enter through an ad and then register on a registration form; Cost per acquisition (CPA) refers to when the advertiser pays for a specific action; an example would be an e-commerce sales transaction.
One of the great benefits of performance marketing is that campaigns can be accurately measured, meaning the actions executed and expected results can be specifically detailed. Likewise, it is important that these results be measured, compared, studied, and analyzed, as these are all part of the marketing strategy. The ideal is to create a digital ecosystem that supports each action.