3 Awesome Performance Marketing Tips for eCommerce

Over the last few years, Performance Marketing has become a huge trend in the online marketing community. But what makes it stand out in relation to the other forms of marketing? Why is it considered as one of the most effective forms of digital marketing?

The goal of Performance Marketing is to generate real business results (leads, conversions, sales, etc.), focusing on key performance metrics that make sense for a specific company, goal or milestone. According to the Performance Marketing Association, Performance Marketing is “a comprehensive term that refers to online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed, such as a sale, lead, or click.”

They say that “performance marketers must perform or they don’t get paid.” And this is absolutely true. Performance Marketing continues to grow at a lightning speed, and throughout this post we are going to introduce 3 Performance Marketing tips that will make a difference in accomplishing your goals in the digital world.

Do you feel as excited as we feel? Let’s start!

1. Automate your Google Ads Bidding with Automated Rules

In the upper right corner of your Google Ads main interface, under the Bulk Actions section, you can find the Rules tab. Did you know that you can create automated rules for your campaign optimization?

It is quite time consuming to manage a huge account with too many campaigns and groups. The risk of missing something and overspending is high. Through this method, you can tell Google Ads how to react to events in your account, like increasing your ad spend when the average ROAS is high. This is an advanced performance marketing method for granular accounts that frequently start and stop campaigns or ad groups, based on their performance. In addition to campaign optimization, this method saves significant time in account management.

Another trick is to lower your ad spend when your average cost per click gets higher due to various factors, such as competition or a big drop in quality score, at specific times and days.

2. Segment your Facebook and Google Ads Remarketing Lists by Date Ranges

In the era of low user attention span in digital channels it is important that not all users be targeted at the same way. We often, due to the pressure of time, lump together different audiences in one or two bid audiences. But, it is clear that a user that did not convert on your website today is in a very different space that someone who did not convert 90 days ago.

You have to devote some time and build out new audiences based on date ranges in your retargeting campaigns on Facebook and Google Ads. By doing so, you will treat the 1-day non-converter with the recency he deserves and potentially leave the 90-day-old user alone.

At the end of the day, you should be creating more meaningful and useful ads for your remarketing audiences as well as cutting out underperforming clusters from your campaigns.

3. IF Functions: Tailor-made Google Ads by Device or Audience

IF functions are not something new in Google Ads. Hold on, if you do not know what If Functions are and how they work, read what Google has to say: “IF functions allow you to insert a specific message in your text ads when a condition is met and a default text when it does not.”

This powerful feature gives Pay-Per-Click (PPC) marketers more effective and personalized options for messaging consumers in the same campaign. If you are going to use IF Functions for Device, you will be able to write one ad copy for a desktop user and a different ad for a mobile user. At the same time, on a different campaign, you can create a different ad for a new audience, a different ad for remarketing audiences or even a custom message for a specific audience list. Google provides further context on exactly how PPC marketers can make use of the IF function based on their help center.

There is no doubt that any marketer who does not use any kind of dynamic PPC Google Ads campaign will have better results simply by applying the IF function. More personalized and relevant messaging always helps to increase conversions, revenue, and ROAS. Also, it creates an exciting user experience if appropriate copies are used correctly.