Select suitable performance marketing channels
Posted: Sun Apr 20, 2025 4:14 am
Once you know what you want to achieve with your performance marketing, you can consider which channels will best help you achieve these goals. Each channel has its own unique characteristics and is suited to different funnel steps. Ideally, you won't put all your eggs in one basket for your success, but rather create a sensible marketing mix.
Facebook Ads / Instagram Ads: They are particularly suitable as push channels for addressing new customers for products that are still unknown, but for which you can quickly generate interest and curiosity among users.
SEA / Google Ads: These are suitable if there is already a search volume for your malta phone number data product, i.e. if people are already specifically searching for your product on Google.
SEO: Here, too, you should, of course, pay attention to existing search volume. The advantage, however, is that you don't incur any costs for organic search results, so your website should also rank for search terms used by people who are still in the upper funnel (COLD or TOFU = top of the funnel). So, write content that addresses problems that interesting target groups are looking for and for which your product provides the solution.
LinkedIn Ads: They are used in a B2B context, where the primary focus is usually on lead generation.
Email marketing: You can use newsletters to slowly warm up new customers and gradually get them excited about your product, or to retain existing customers and convert them into repeat buyers.
Display advertising: This is particularly useful for showing website visitors the product they have already viewed and thus encouraging them to make a final purchase.
Affiliate Marketing: If your product requires explanation, is a bit more expensive, or requires a lot of trust, you could also consider affiliate marketing: You can work with bloggers who will go into more detail about your product in an article and convert the user through it.
Implement clean tracking
Data-driven marketing can only work if this data is collected. Therefore, it's essential that you set up flawless tracking when launching your performance marketing campaign. This will work differently depending on your chosen channels: For Facebook and Instagram advertising, for example, data collection is handled via the Facebook pixel, which you implement on your website. Tracking then allows you to view your KPIs.
What no website should be without is tracking via Google Analytics – with the help of this web analysis tool, you can keep a close eye on your website: Which channels do users use to reach your site? (This is where the keyword campaign tagging with UTM parameters comes up again .) What are their entry pages? Where do they go on your website? How long do they stay on your site? Which paths do they use to convert? And so on.
Testing testing testing
This is probably the most important tip we can give you: Testing is key in performance marketing. Far too many marketers rely solely on gut feeling, but this can be seriously misleading. Data, on the other hand, tells us clearly which ads work and which don't.
It's therefore crucial that you consistently test different ads, starting with more intensive testing, but never stop testing completely: Vary your images and videos, your ad copy, the sales arguments used, the target audiences you address, the products you promote, etc. in strategic testing . Be creative and bold! This way, you'll soon be creating really good video ads and finding your perfect way to reach customers.
Facebook Ads / Instagram Ads: They are particularly suitable as push channels for addressing new customers for products that are still unknown, but for which you can quickly generate interest and curiosity among users.
SEA / Google Ads: These are suitable if there is already a search volume for your malta phone number data product, i.e. if people are already specifically searching for your product on Google.
SEO: Here, too, you should, of course, pay attention to existing search volume. The advantage, however, is that you don't incur any costs for organic search results, so your website should also rank for search terms used by people who are still in the upper funnel (COLD or TOFU = top of the funnel). So, write content that addresses problems that interesting target groups are looking for and for which your product provides the solution.
LinkedIn Ads: They are used in a B2B context, where the primary focus is usually on lead generation.
Email marketing: You can use newsletters to slowly warm up new customers and gradually get them excited about your product, or to retain existing customers and convert them into repeat buyers.
Display advertising: This is particularly useful for showing website visitors the product they have already viewed and thus encouraging them to make a final purchase.
Affiliate Marketing: If your product requires explanation, is a bit more expensive, or requires a lot of trust, you could also consider affiliate marketing: You can work with bloggers who will go into more detail about your product in an article and convert the user through it.
Implement clean tracking
Data-driven marketing can only work if this data is collected. Therefore, it's essential that you set up flawless tracking when launching your performance marketing campaign. This will work differently depending on your chosen channels: For Facebook and Instagram advertising, for example, data collection is handled via the Facebook pixel, which you implement on your website. Tracking then allows you to view your KPIs.
What no website should be without is tracking via Google Analytics – with the help of this web analysis tool, you can keep a close eye on your website: Which channels do users use to reach your site? (This is where the keyword campaign tagging with UTM parameters comes up again .) What are their entry pages? Where do they go on your website? How long do they stay on your site? Which paths do they use to convert? And so on.
Testing testing testing
This is probably the most important tip we can give you: Testing is key in performance marketing. Far too many marketers rely solely on gut feeling, but this can be seriously misleading. Data, on the other hand, tells us clearly which ads work and which don't.
It's therefore crucial that you consistently test different ads, starting with more intensive testing, but never stop testing completely: Vary your images and videos, your ad copy, the sales arguments used, the target audiences you address, the products you promote, etc. in strategic testing . Be creative and bold! This way, you'll soon be creating really good video ads and finding your perfect way to reach customers.