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Performance Marketing

Is pay-per-click the best use of your advertising budget?

Performance marketing makes sense: it’s a low-risk, flexible advertising strategy where you only pay when a desired action occurs. Clicks are probably the most popular form of performance marketing, popularized by Google, Facebook, and other social media platforms. Today, affiliate links are more popular than ever, with an annual growth rate of more than 10% according to Forrester.

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Affiliate Marketing Defined

Once upon a time, marketing and advertising was quite different – and much simpler. Prior to the industrial revolution, businesses relied mostly on word-of-mouth advertising and recommendations. At that time, the task of promoting products and services was not as complex (nor as demanding) as it is today. With the invention of mass-production, however, came the need for scalable marketing practices. This need, along with the rise of modern technology, gave way to a whole new era of marketing.

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Choosing the Right Performance Marketing Strategy

Today, an increasing number of companies are shifting their marketing budgets from traditional marketing towards performance-based marketing. Performance marketing is just what the name implies: marketing based on performance. In other words, you only pay when your ad performs or when a specific desired action is completed. Performance marketing is an excellent alternative to the more traditional marketing methods because it generally involves little to no risk for the advertiser, low costs, and a high return on investment (ROI).

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