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Another key part of evaluation is optimization.
When you always keep an eye on things, it becomes easy to figure out when your guidelines aren’t serving their intended purpose anymore.
For example, you might be getting more clicks than you’d anticipated. That means you need to optimize your targets anew, so they make sense for the actual reality of the situation.
6 top tips for successful performance marketing
Making performance marketing work for you is easy with these six top tips. You can improve all of your performance marketing strategies by following them, so let’s dive in and look at each of them in turn.
1 – Choose traffic sources wisely
Not all traffic sources are created equal. Some are more reputable than others, and all impact the impression of your brand that your audience is left with.
For example, if you’re advertising on a sketchy website that also contains ads trying to fish for viewers’ credit card details, you’ll accidentally create an association in your customers’ mind between your brand and those phishing scams.
That lowers trust in your brand, which is something you should avoid at all costs.
By choosing your traffic sources carefully, you can ensure that you create a positive impression of your brand. You can also avoid losing out on valuable prospective customers. Additionally, you get to ensure that your investments are worth every penny, since reputable sites are great at driving traffic to your site.
To that end, it’s also a good idea to look at partnership management tools that can help you connect with reliable partners – but we’ll get into those shortly.
2 – Run A/B tests
A/B tests are a type of test that’s run with the aim of evaluating the user experience. They’re also called ‘split-run tests’ because of the way they work, which is by splitting testers up into two groups and having those groups evaluate different versions of the same element.
That’s a pretty technical definition, so let’s look at an example. We’ll say that one of your specific goals is to get more clicks on your Facebook ads – and that to do so, you’ve created two versions of the same ad. One uses mostly green colors, the other favors grey.
Your A/B tests would then involve getting two groups together to test those ads. The A testers would only be exposed to the green version, while the B group would get paired with the grey one.
This way, you can measure the efficiency of your solutions on a case-by-case basis to find the perfect ones.
3 – Work with reliable partners
Unfortunately, an attractive arrangement like “pay only for your desired results” is one that’s ripe for exploitation by businesses with bad intentions. These kinds of marketing firms would lure partners in with promises of results, and then achieve those results with unsustainable methods and black-hat tactics.
You can avoid dealing with non-credible agencies by using services that partner you with suitable companies, like Affise does. Affise’s focus on preventing marketing fraud makes it an ideal partner to help you filter out the bad apples and concentrate on the good, credible ones.
4 – Create good landing pages
All the site traffic in the world can’t guarantee new conversions if your landing pages aren’t attractive, or if you don’t have enough of them.