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Performance marketing is a highly data-driven digital marketing strategy. Businesses pay for every click, lead, and sale they get. Here, the focus is on the results of these metrics.

There are around seven to eight core channels in performance marketing. Although they have different names and functions, they all have the same goal. Measurable, trackable, and ROI focused campaigns.

A channel is selected based on the driving traffic, leads, or sales. Selecting the right one is important as it significantly impacts a campaign’s performance-driven growth.

This blog is about key channels in performance marketing. Continue reading, and by the end, you will get to know which channel is worth your marketing budget investments. As an experienced Digital Marketing Agency in Kerala, we focus on six performance marketing channels.

Search Engine Marketing (SEM)

This is a core performance marketing channel that brings businesses to the top of search engine result pages through paid advertisements. The channel runs ads through paid search campaigns. There, users are actively shown ads relative to the service or product they have searched for. Conversions happen through PPC (Pay-Per-Click) or a similar action. Advertisers can have full control over the budget by setting the daily limits and bid amounts. SEO activity and platforms like Google Ads and Bing Ads are the most widely used for SEM. These work as a bridge between brands and high-intent audiences.

Social Media Advertising

Just like the name, it promotes brands, products, and services through social media platforms like Facebook, Instagram, LinkedIn, and Twitter. On these platforms, paid ads are displayed to the audience. On the platforms, these ads appear in feeds, stories, reels, and videos to increase visibility and awareness.

This broad channel offers targeting options: age, gender, location, interests, behaviour, job role, and even past interactions. Looking out for these options ensures your ads reach the right audience. They don’t just target; they also retarget.

Metrics like impressions, clicks, leads, conversions, and sales are used for real-time performance tracking. Measuring these will help you do a data-driven optimisation. The performance insights you get from the metrics will help you refine targeting, creatives, and budgets to improve ROI (Return on Investment) and improve results.

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This is one of the key channels in performance marketing. Attractive visual ads, such as banner ads, image ads, video ads, and pop-ups, are the ones used in this channel.

Since they are displayed on social media platforms, these ads work on pay-per-click (PPC) or pay-per-impression, a.k.a cost-per-mile (CPM). Google Display Network (GDN) is a popular platform for displaying ads, allowing businesses to display ads on websites, social media, and mobile apps.