Performance marketing in action. What is it and how to work with it?

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Performance marketing is not just a trend, but also a necessity for those who seek to achieve maximum efficiency with each click and view in Ukraine. It goes beyond traditional advertising, offering payment only for real results: clicks, leads, sales. This allows companies to achieve specific business goals, optimize advertising budgets and increase ROI with the minimization of risks.In the increasingly competitive online space, performance marketing becomes the key to success, using data and analytics to fine-tune campaigns.

The main strategies of performance marketing

The transition from traditional advertising to results-oriented marketing opens up new opportunities for companies seeking to optimize their advertising budgets and increase the effectiveness of their campaigns. Key strategies used in this approach include:
  • Affiliate Marketing: Working with partners who promote products or services and receive a commission for each sale or lead.
  • Retargeting: re-engaging with users who have already expressed interest in products or services in order to encourage them to make a repeat purchase.
  • Social media advertising: using platforms such as Facebook, Instagram, LinkedIn for targeted advertising that allows you to reach a specific audience.
  • Collaboration with influential persons (influencers): partnering with popular personalities on social networks to promote products or services to their followers.
Each of these strategies has its own advantages and can be an effective part of a marketing campaign, depending on the brand's goals and audience. It is important to understand the specifics of each of them and be able to adequately integrate them into the overall marketing strategy, as well as use accurate data and analytics to track results and optimize processes. Applying these strategies allows companies to maximize ROI (return on investment) and ensure a high return on advertising investment, thereby gaining a competitive edge in the digital space.

Affiliate marketing

Динамічна природа перфоманс маркетингу візуалізована через абстрактне зображення, де стрілки та геометричні фігури, що рухаються та перетинаються, символізують потоки даних та транзакцій і створюють мозаїку успішної рекламної кампанії. Affiliate marketing is a vital component of performance marketing, distinguished by its ability to attract new customers and increase sales through partnerships. It offers a unique model where rewards are paid for results—specific actions or transactions made through an affiliate's marketing efforts. "Affiliate marketing turns a standard advertising activity into a strategic partnership that benefits both parties," says a prominent marketer. Effective affiliate program management and systematic campaign optimization are key to minimizing risks and ensuring high performance.

Retargeting and advertising in social networks

Retargeting is a key performance marketing strategy that allows brands to re-engage visitors who are already interested in a product or service. Using social media for retargeting, you can create personalized advertising campaigns that will appear in news feeds or stories, helping to increase the chances of conversion. Here is a comparison chart of the performance of different retargeting strategies and platforms:
Retargeting Strategy Platform Effectiveness
Behavioral Retargeting Facebook High
Listing by interests Instagram Medium
Dynamic retargeting Google Ads High
Timed Retargeting LinkedIn Low
Effectively combining the advantages of each platform with the appropriate strategy can significantly improve the results of advertising campaigns. For example, dynamic retargeting in Google Ads can automatically select ads that will show products that a user has previously viewed, while behavioral retargeting in Facebook can use data about a user's activity on the site to target similar demographics.

The use of AI in marketing performance

The use of artificial intelligence (AI) in performance marketing opens up unlimited possibilities for optimizing marketing campaigns and personalizing advertising. AI is able to study user behavior, predict their interests and provide advertisers with important information for making informed decisions, which leads to a significant increase in the efficiency of using advertising budgets. Thanks to AI's ability to analyze vast amounts of data, marketers can more precisely define their target audience and create highly personalized messages. This helps increase ROI and increases engagement with potential customers. Штучний інтелект в маркетингу AI can also be used to automate and optimize search engine optimization (SEO) and contextual advertising, helping to improve the quality of content and its relevance to user requests. The implementation of AI in performance marketing provides a deeper understanding of the market and the effective allocation of advertising efforts, turning each campaign into a carefully targeted and measured initiative that maximizes business benefits.

Measuring Success and ROI

To achieve high results in performance-based marketing, you need to accurately measure success and ROI. Here are key performance indicators to help you measure your marketing efforts:
  • ROI (Return on Investment): Percentage return on invested capital.
  • CPA (Cost per Customer): The cost of acquiring one customer.
  • CPC (Cost Per Click): The cost of a click on an ad.
  • CTR (Click Through Rate): the percentage of clicks on an advertisement.
  • Conversion Rate: The percentage of visitors who took the desired action.
  • LTV (Lifetime Value): The return a customer makes during their interaction with a business.
These metrics are measured using tools such as, and specialized conversion tracking platforms such as https:/ / or By analyzing the collected data, marketers can optimize campaigns to improve performance and achieve better ROI.


Performance marketing requires constant improvement and adaptation to modern trends. Not only does it increase engagement with your audience, but it also boosts ROI. Use artificial intelligence to personalize your campaigns and maximize their effectiveness. Don't stop there - keep exploring, learning and experimenting with new strategies. Share this article on social media and check out the URL to deepen your knowledge of performance marketing.

Frequently asked questions about performance marketing

What is performance marketing and how does it work?

Performance marketing is an online advertising strategy that involves paying advertisers only for specific results, such as clicks, conversions or sales. It uses a variety of channels and tools to optimize advertising campaigns and maximize ROI (Return on Investment).

What are the main strategies of performance marketing?

Key results-oriented marketing strategies include affiliate marketing, retargeting, social media advertising, and influencer engagement.

How can artificial intelligence optimize campaigns within performance marketing?

Artificial intelligence (AI) is transforming the field of performance marketing, offering automation of bids, personalization of content and forecasting of trends. AI improves targeted traffic and increases conversions by analyzing large amounts of data to optimize advertising campaigns.

How to measure ROI for the performance of marketing campaigns?

Measuring ROI for performance marketing campaigns requires a cost-benefit analysis. Use web analytics tools to monitor conversions and determine the net profit of each promotion compared to its cost.