For most businesses, a marketing strategy includes a wide variety of channels and tactics. This is good because variety helps ensure better reach. However, it can be difficult to attribute results back to the right marketing channel. Fortunately, performance marketing can help with this.
Keep reading to learn more about performance marketing. Then, take a look at five of the best platforms to consider if you want to add this powerful tactic to your marketing strategy.
What Is Performance Marketing?
Performance marketing is simply an approach to advertising and marketing in which the purchaser only pays upon achieving results. This means that the publisher or affiliate is only paid when the desired action is taken. That action might be a click, a lead, a sale, or some other metric.
Performance marketing can be used in social media ads, paid searches, affiliate marketing, and website ads. And thanks to attribution technologies, performance marketing can even be used in OTT television ads.
An Example of Performance Marketing
Without performance marketing and advertising, purchasers would simply pay for the placement of their ad or content. With performance marketing, you pay when a predefined goal is met.
For example, instead of paying to have your ad shown on a website, you only pay when they click through to a landing page to make a purchase. This leads to a better return on advertising spend.
What Is a Performance Marketing Platform?
A performance marketing platform allows you to track the performance of your campaigns across the various affiliates and publishers that you use. It also comes with tools that allow you to track leads, conversions, clicks, and other activities. Many even include features such as payout management and fraud detection. With all of these tools, such a platform helps you make the right decisions when it comes to campaign optimization.
5 Top Platforms for Performance Marketing
A good performance marketing platform must help businesses manage and monitor campaigns, collecting information needed to properly attribute converting behavior. This allows you to better optimize your campaigns.
There are several platforms available for performance marketing campaigns. Here are five that have proven to be among the best.
MNTN Performance TV
MNTN is a smart TV advertising service that allows you to get your commercial in front of streamers quickly and easily. One of the key benefits is the lack of upfront costs that you would normally see when working with cable TV providers, as well as analytics to track campaign performance. Among its many notable features and advantages are:
- Ability to retarget website visitors
- Prospecting campaigns to find new potential customers
- Industry-leading accuracy for attribution
- Access to tens of thousands of third-party audiences from Oracle Data Cloud
- Integration with Google Analytics
AnyTrack is a performance marketing tool that integrates with your website, affiliate marketing networks, and eCommerce platforms. It then collects conversion data that allows your business to properly attribute conversions. These integrations include:
- Facebook ads
- Google ads
- More than 50 well-known affiliate networks
Users can track affiliate links and forms with no coding. Analytics can also be connected with minimal coding.
LeadDyno is a specialized performance marketing platform. It focuses on a single, very important aspect of performance marketing: affiliate marketing. LeadDyno comes with the following features:
- Engagement tools for affiliates
- Payout management
- Performance tracking
- Email automation
- Software and app integration options
While integration with other platforms can be a bit complex, this is definitely a robust tool for tracking affiliate performance.
Tapfiliate is another performance marketing platform that focuses on affiliate advertising. This tool is especially geared towards software as a service (SaaS) and eCommerce. It includes:
- Personalized referral links
- Automatic payouts
- Easy integrations
- Automated workflows
- Customizable dashboard
- Open API
Tapfiliate is easy to set up and offers a 14-day free trial.
Affise is a comprehensive platform that brands can use to manage all of their advertising campaigns. This tool offers:
- User-friendly interface
- 50+ data visualization options
- Ability to pay out in multiple currencies
- Third-party integration options
- Fraud detection
- Customizable dashboards
- Robust APIs
Affise was created for businesses in any niche and of any size. It’s important to note, however, that users should work with the platform for a while to gain some familiarity before attempting to use the API features.
ClickMeter is a tool that allows you to track your marketing links in order to maximize conversions. It works with paid advertising campaigns as well as affiliate marketing. This specialized tool includes:
- Several tracking options
- Email notifications
- Multiple integrations
- Fraud detection
- Customizable tracking links
- A/B Testing capabilities
- Robust reporting features
- API Keys
- Flexible pricing options
Many users find that it’s a bit complicated to get ClickMeter set up. However, once it’s done, the platform is very intuitive.
Choosing Your Performance Marketing Platform
How do you select the right performance marketing platform for your company? Before you decide, consider what you need most. Are you in search of an all-in-one solution or something that focuses on a specific part of your performance campaigns? Once you understand your needs, you will be able to choose the tool that best aligns with them.