What is performance marketing and how is it different from other types of advertising?

Performance marketing generates sales for your website.

So, what is performance marketing?

In short, performance marketing is advertising that you only pay for when you have received the agreed result. The biggest advantage of this type of marketing is that it is low-risk and specifically intended to boost sales.

This article will show you how to make the most out of performance marketing.

The most common form of advertising online is ‘pay per click’, commonly known as PPC.

PPC focuses on actions such as leads, subscriptions, conversions and sales and you can tailor your campaign to suit your needs.

If its visits to your website to generate customer enquiries or sales then PPC may be a good fit. This method ensures that you only pay when a customer clicks through to your website. You can also rest assured that you’re in full control of how much you want to pay for that click.

If you want to ‘get your brand out there’ and raise your visibility on the web then another type of online advertising, Cost Per Impression (CPI) can be a really effective method. With CPI you pay a fee when the ad is visible whilst the page is being browsed. The buyer doesn’t have to click on the advert, but they will have been exposed to your brand. Should the user click on your ad, no additional cost is incurred.

To make the most of your performance advertising you need to know what your customer is looking for.

This means doing some research, and lots of it! You need to find out where your target customer browses on the web, which sites do they visit and what are they looking for.

Unlike traditional advertising such as a print ad in a magazine where you pay a set fee and have no idea how many people have actually seen your ad, you only pay when a customer has actually interacted with your advert.

Performance marketing is a growing trend that is predicted to grow at a 10 percent rate through 2020.


Most online ads are structured around keyword searches. These keywords are what your customer types into the search bar in order to seek out the content they are looking for.

If you are looking to sell your brand new range of trainers then you need to make sure that the keyword ‘trainers’ is included in your ad. This means that your ad will appear for anyone searching for trainers.

But what if you only sell running trainers? You won’t want to pay for people searching for fashion or kids trainers clicking on your ad.

This is where your research will pay off, you need to find out which keyword your customers are searching for and which is the most cost-effective for your business.

Your ad might be less expensive and much more successful with a narrower search term. For example including the keyword ‘high-performance running shoes’ will mean that you are only paying for the right type of customers to click. Google ads allow you to target multiple keywords at one time, meaning you can see which ones are most effective.

With performance marketing, you can also view real-time measurable results such as the number of clicks. You can even find out which days of the week and times of day are most successful allowing you to make immediate changes to any part of your campaign.

If you don’t have the time to research keywords or creating digital ads is not your forte, then a performance marketing expert can do the job for you.

Cost-effective digital advertising campaigns

We work with our clients on performance marketing campaigns which generate real results.


We do the research for you and target keywords that will ensure the right customers are clicking on your ad.


It used to be the way that whoever paid the most money got the best ads. This is no longer the case.

As with anything search related these days, relevance plays a major contributing part. If the page you are looking to send customers to isn’t relevant to the ad we can create bespoke landing pages to ensure that the ad is displayed at a cost-effective price.

Whether it’s a product page or a page focused on generating leads, we can ensure that you get the most out of each click. We also set up conversion tracking, so we know exactly how your campaign is performing

Traffic stopping headlines

Our experienced staff write enticing search ads or design eye-catching display ads that really encourage interaction. We can help you decide whether an ad on the search network or a beautiful display network ad will perform best. Maybe it’s both!


The results which your ad generates will be carefully analysed by us on a weekly basis. We will regularly communicate these findings to you and make any adjustments which could further improve performance.

These results might not necessarily be based on click-throughs, they could be based on visitors filling in a contact form or calling a contact number. Whatever it is, our monthly reports will contain the information which you need.

We make sure you understand the full picture and we don’t pull the wool over your eyes.

When it comes to performance marketing we tell you what is and isn’t working, and we’ve always got a plan to improve on success.

Making it easy

We never lock our clients into a minimum contract, we like to be flexible. For as long as you’re happy with your digital advertising results you’ll stay with us.

Can we help?

If you’re interested in performance marketing you can book a FREE 1-hour review with us by giving us a call on 01772 978927, or email us at hello@bredightred.digital. There’s absolutely no obligation, and you’ll leave with our recommendations for your business.