4 Performance Marketing Tips. Get Better Insights Into Your Business.

Nowadays, it is very important to be able to see how well your business is performing and what results come from marketing and sales activities. You can do this with performance marketing. This is marketing based on numbers where you get insights from data from different sources. So you can easily analyse and adjust your performance. So you can easily analyse and adjust your performance.

What is performance marketing?

Performance marketing is a combination of brand marketing and paid online ads. Efficiency and results are constantly evaluated by performance marketers as a function of the marketing plan. It is deploying activities that lead directly to measurable results. This could be the number of clicks generated, number of page visits, number of products or services purchased, etc. The goal is to get your target audience to take actions, with these actions being measured and optimised.

Performance marketing will help achieve greater reach, engagement and conversions at lower cost and higher ROI. It is the way to build your brand, increase product awareness and connect with customers. You can track your investments precisely and map your return on investment clearly. Which makes for more efficient campaigns with less wasted money and more visible results.



What is a performance marketer?

A performance marketer is going to ensure that your content will rank better in search engines, on social media platforms or in email campaigns. He/she will do this by constantly analysing, adjusting and optimising content and campaigns. Before this happens, a performance marketing strategy will be determined. Er zal worden meegedacht aan de customer journey, doelen en marketing KPI’s, campagnes, conversies en optimale ROI van het marketingbudget. Only when everything is clear, and the goals are pre-established will action be taken.

The performance marketer will optimise your content, make sure it gets picked up by search engines, set up paid campaigns (in Google Ads or on Social media platforms), depending on where your target audience is. A/B tests will be conducted to find out what works with your target audience(s) and what doesn’t.


The benefits of performance marketing

Performance marketing offers several advantages over traditional marketing methods. Some key benefits include:

  • Everything is measurable

One of the main advantages of performance marketing is that it makes results measurable. Advertisers can accurately track how many clicks, conversions and other actions their campaigns generate, giving them insight into their effectiveness.


  • Larger brand awareness

Because you will reach new people, the traffic to your website will increase which ensures greater brand awareness


  • It is easy to track and measure your results

Because the results are measurable, advertisers can easily calculate the ROI of their campaigns. This allows them to determine which campaigns are profitable and what adjustments are needed to increase ROI.


  • Focus is on driving higher levels of performance for your business

Measuring the relationship between campaigns and conversions is essential to understanding which marketing activities add the most value to achieving goals.


  • There is a wide variety of platforms to reach your target audience

Leveraging different online channels offers countless opportunities for performance marketing. From search engine ads to social media and display ads, each channel has its own power and target audience. Combining different online channels in an integrated strategy can lead to better results.


  • Experimenting on different marketing channels

Performance marketing allows marketers to experiment with different channels, such as email marketing, ad campaigns, social media and content marketing. This allows you to discover which channels perform best for their specific target audience.


Performance marketing: how do you measure results?

Before starting your performance marketing campaign, it is crucial to set measurable goals. What do you want to achieve with the campaign? Whether it’s generating leads, increasing sales or increasing website traffic, make sure your goals are specific, measurable, achievable, relevant and time-bound (SMART).

Impression How often the ad is displayed
Clicks Number of clicks on the ad
CTR Click-Through-Rate How often clicked through – clicks / impressions
CPC Cost per Click Cost per click on the ad
CPM Cost per Mille Cost per 1000 times the ad is shown
CPL Cost per Lead The cost of generating a lead
CPR Cost per Result The costs per result
ROAS Return on Advertising Spend The return for an investment in ads
ROI Return On Investment The ratio of revenues to costs. Measure financial added values versus costs
CR Conversion Rate The percentage of people who take a desired action after clicking on your ad.


Measuring results is essential in performance marketing to understand the effectiveness of your campaigns and make improvements. By setting measurable goals, tracking conversions and tracking key metrics, you can make your performance marketing strategy more effective and achieve better results. With a good measurement plan and analysis, you can take the performance of your performance marketing activities to the next level.

The 4 tips to score well with performance marketing

By focusing only on performance marketing, you are not going to grow your business. In fact, there are some conditions you need to consider to get good results.

  1. Choose the right channel at the right time
    It is very important to choose a channel that suits your target audience. You can always A/B test which channels perform best for your target audience and keep the best performing ones. It is also important to consider timing. For example, it is possible that your ad on LinkedIn scores well during the day, but the same ad with the same target audience scores better on Instagram at night.
  2. Get a good flow in your ads
    It is very important that when someone clicks on your ad they also get to the landing page that is expected. For example, when someone sees an ad about SEO advice, they want to end up on a page where SEO advice is given, and not a general landing page. When this happens, the average time on the page will be low, and there will be a higher bounce rate because people will click away quickly.
  3. Creativity
    Providing your campaigns with a powerful theme, good images and language with the right creativity will increase performance. So it is important to be original and creative as a performance marketer.
  4. To measure is to know
    Measuring the right metrics is very crucial in performance marketing. By measuring data, you can analyse and optimise everything to achieve the best possible performance. You should then also be able to see where certain opportunities for improvement lie. For different campaigns, you will therefore need to set the right measurement indicators depending on what the goal is. Definitely remember to test continuously.

With these 4 tips, you can take your performance marketing to the next level and get effective results. Performance marketing is an ongoing process that requires you to constantly learn, analyze and optimize to achieve and maintain success.

Examples of performance marketing

  • A lead generation campaign through LinkedIn by using a lead form
  • A Facebook ad campaign leading to the product page in the web shop. The landing page includes 2 A/B tests to see which version provides the highest “Add to carts”
  • An email marketing campaign aimed at offering an additional service that leads to an application form
  • Smart remarketing campaigns to bring users back to the website to increase conversions
  • A deep dive into Google Analytics 4 data allows you to make smart decisions, so you spend your marketing budget the right way.

These examples show how you can cleverly use performance marketing techniques to achieve your goals and take your business to new heights.

Tips for successful performance marketing

  1. Make sure each ad has a good and correct landing page
  2. A/B test what works best for your target audience
  3. Monitor your campaigns daily
  4. Build relationships between your business and your target audience with the right digital content


Get started with performance marketing now and get visibly better results for your business.

Quinten Hebbelynck

Quinten Hebbelynck

Co-Founder & CCO | Lead On Performance Marketing
Digital Marketing Consultant building a bridge between digital & data

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