Performance marketing analyzes conversions and clicks from online campaigns. It gives us the ability to evaluate the effectiveness of every ad dollar spent in real time. Below you’ll find more details on performance marketing, how to analyze results and how to learn from them. How can you evaluate the success of a campaign? You’ll also read about examples to help you understand how these online campaigns work and how they can transform any business’ marketing strategy—whether it’s an online business or not.
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As Search and Social Converge Marketers Spy an Opportunity

TikTok and Instagram are offering search advertising, and advertisers see a chance to expand the surfaces of performance advertising.

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Evolve to a Member Services Model for More Precise Targeting and Measurement

The inconvenient reality of digital advertising is that most brands have to settle for reaching some, but not all, users in their target audience.

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Achieve Social and Retail Media Symbiosis Using the Strengths of Each Channel

Will social develop a keyword-specific targeting approach for advertisers, or will it rely purely on product content like many sponsored product offerings in retail media?

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Light Up Your Lead Intelligence With Call Data 

If your business receives high volumes of phone calls, you’re probably sitting on a treasure trove of business-building insights.

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Why Brands Shouldn’t Shift Ad Budgets to Display Too Quickly

In this Wild West of a retail media rodeo, search is your trusty steed that plods along and doesn't let you down.

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AI’s Impact on Marketing May Be Getting Easier to Quantify

A pilot by Kroger and MMA Global yielded impressive results and valuable takeaways for marketers.

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How MilkPEP and Gale Rebranded ‘Got Milk?’ for a New Generation

A case study in embracing the best of both brand and performance marketing.

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Attribution Will Make or Break Retail Media

The onus is on networks to measure the value of their data for advertisers.

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Key Trademark Infringement Principles Marketers Need to Know

Best practices for addressing a competitor's use of your company's trademark in keyword advertising.

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Consumers Value Values—and Their Loyalty Depends on Them

Personalized communications and gated offers transform purpose into concrete actions.

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Why Your Brand Should Pivot From DTC to Retail—and How to Do It Right

The move isn't without risks, but CPG companies can mitigate them.

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Tailor Your Content, Media and Messaging With Intent Data

Account-based marketing needs these signals from clients and prospects to stay as efficient as possible.

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Automation Is Rewriting the Performance Marketing Playbook

Marketers are retraining as new tools from Google and Meta make keywords and targeting skills less relevant.

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Your Website Is Getting Less Traffic From Google Searches Than It Used to

To boost online visibility, it’s time to shake things up and make strategic choices that will capture customer attention and earn clicks while building brand recognition.