KPIs for the interaction
An interaction is a qualified contact that comes from the addressed target group and is therefore of high quality. Many marketing measures result in an interaction. However, the prerequisite is always that the user has dealt intensively with a means of communication, for example a video, text or graphic or with a landing page. There are different types of KPI interaction.
- What are the views of a video on the landing page?
- How many visits to your website take longer than two minutes?
- What is the number of times a video is played back for more than 20 seconds?
- What is the number of requests for a whitepaper or e-books?
- What is the number of calls made via the landing page?
KPIs for interaction are often viewed as a central factor in so-called lead management. If a visitor leaves their email address or other contact details, you will get a result that you can use offline. But these key figures are also very important for other forms of marketing. For example, you just have to think of a car dealership and a test drive.
KPIs for transactions
With these key figures, it is helpful for you to measure your marketing measures in terms of their final impact, but also to check them. In short, extremely important. The final effect includes, for example, orders or inquiries, but also the sales that have been achieved through your measures. Here are some examples for you to make it easier to understand.
- Sales generated by the marketing measures
- How many bookings, orders or orders could you generate with it?
- What is the number of inquiries when you relate them to your budget for the campaign?
Important! If you choose your key figures for a single one of the instruments mentioned, then in performance marketing you have to make sure that key figures really exist that are relative and absolute.
Who is performance marketing for?
According to SCIENCEDICT, performance marketing is an important tool with its many types. But that doesn’t mean that it has to be used by everyone. There are groups for which it is less interesting and there are groups for which it is very interesting. It is definitely very interesting for you if you want to determine the output and the effect of your campaigns with measurable figures.
It is definitely interesting for you if you focus on goals such as winning new customers or increasing sales. In the areas of e-commerce and online trading , working without performance marketing is unthinkable.
But don’t take off right now and think that you can do anything with performance marketing. It is certainly not a miracle cure. You will notice this when you have declared increasing the awareness of your brand as your goal. It will not be easy for you to define the right key figures for this measurement. It is important that you build on the right marketing mix when using performance marketing. Then it is a very useful tool.
What about the practical implementation of performance marketing?
The theory has now been described extensively and you have had a good overview of performance marketing. But what if you want to put this into practice?
In the practical example, let’s assume that you run an online shop for sustainable clothing. It is your goal with performance marketing to increase your awareness, your sales and the number of visitors to your website . Then the following steps are necessary.
| Steps | Description |
| Take a close look at the online shop | Is all content up to date? This not only applies to prices, product descriptions or discounts, but also to information about your company. How about the design of your website? Only if everything fits, you can move on to step 2. |
| Check prices and products | The second step is for you to check your products and their prices. How does the pricing compare to your competitors? Is the pricing also economical for you? Can you offer a unique selling proposition? Do you stand out enough from the competition ? |
| Optimization of the user interface | The next step is to see if you need to optimize the user interface. Is the website good and intuitive to use? How about the loading time of the page? How well have you designed the search functions? The more comfortable a visitor feels on your website, the better this affects the conversion. |
| SEO | When building an online shop, many do not immediately think of SEO. Have you done that too, then it is time to optimize your website accordingly. This will give you a better ranking and you will be found faster. |
| Define goals | For you, it’s not just about defining main goals. Clearly named sub-goals must also be available to measure success. |
| KPIs and key figures | In order to be able to measure your success precisely, you have to define carefully considered KPIs and key figures. |
| Watch costs | As already mentioned at the beginning, with performance marketing you can split your budget into individual sub-modules. This gives you a better overview and allows you to better monitor costs. |
| Review goals | You are not allowed to check the goals you have set for target achievement at the end of a campaign. This must take place regularly during the campaign. It is recommended that you use Google Analytics for the verification. |
Conclusion
With this article you have now been introduced to the most important measures that you can use for your performance marketing. But always make sure that you define the right goal, budget and target group for the selected channel. During the campaign you have to constantly check the success. After the end of a campaign, you have to carry out an extensive evaluation and analysis. This will help you a lot when planning and carrying out further campaigns.