Everything you need to know about performance media – WAU

Digital marketing is the most relevant aspect of current marketing strategies, do you agree? As it is a set of practices that take place on the web, and today, in the 21st century, everything changes in the blink of an eye and time is perceived by us in a much more accelerated way. And companies have already […]

Digital marketing is the most relevant aspect of current marketing strategies, do you agree?

Because it is a set of practices that occur in web, and today, in the 21st century, everything changes in the blink of an eye and time is perceived by us in a much more accelerated way. And companies have already transformed themselves digitally.

We know that it is very important to always stay on top of news and keep an eye on changes, right?

Until a while ago, paid ads like Google and Facebook Ads were not widely recommended by marketers.

It was believed that the return on this type of investment was not so worth it – especially when compared to content marketing strategies aimed at generating organic traffic, for example.

However, nowadays the scenario is more welcoming: Paid media campaigns, when cohesively associated with other marketing practices, are powerful allies.

That’s why we’re here today to talk about performance media. Want to know everything? Read on!

What is performance media

Digital marketing encompasses a whole series of practices and processes that we already know, right?

Within this concept, performance marketing is in the paid advertising segment.

Do you remember how campaign campaigns work Google Adwords?

It is possible to configure the campaign bids, that is, to define whether the budget will be directed to the number of times the ad was seen (CPM), or the number of clicks it received (CPC), among others.

If you understand this concept, you will be able to understand everything about performance media!

Performance media consists of a type of advertising that is not paid with a predetermined amount, but is variable, depending on the performance of the ad.

For example: the price of a particular ad can be based on how many times it was seen on a page, or how many times it was clicked, or even how many times it generated a lead.

Because of this, campaigns focused on performance marketing must be precisely targeted: after all, only reaching exactly the audience you need, the results will be achieved, right?

Ad campaigns, when associated with consistency within a strategic marketing plan, are excellent facilitators to achieve specific results!

And speaking of results: campaigns in performance media also have the advantage of bringing measurable results.

Analyzing the performance metrics of your ads, such as views, number of clicks and which interactions were completed after the clicks, you can have a complete view of the effectiveness of the campaign and the results that were generated.

Why use performance media

As we mentioned earlier in the text, it is currently not very advisable to disregard the importance of paid campaigns within marketing strategies.

It is clear that having a strategy focused on organic traffic, to generate qualified leads, is extremely important.

However, associating other practices in a manner consistent with your focus and objectives is also an excellent practice!

One of the main strengths of performance media it is the exact measurement of results.

We know very well how metrics are essential for every marketing strategy, don’t we?

Being able to invest in a campaign and knowing exactly how it did is a huge gain for any marketer.

The conditions that a performance media campaign provides, such as knowing the exact number of clicks, leads conversions, and sales conversions, are very valuable information.

In addition, targeting ads has many advantages. The fact that ads must have a target very well defined contributes to the success of the campaign.

It is essential that, during the creation, it is defined what type of audience the ad aims to reach. Once defined, the performance media campaign will be of great participation in its results!

lead generation kit

Types of performance media

See some examples of performance media types below:

  • Google Adwords: by far the most used campaign creation tool, Google Adwords serves the ads created by its display network, allowing the user to choose the type of bid; in addition, it makes metrics available and allows you to choose the type of audience that will see your ads.
  • Facebook Ads: The Facebook ads tool also has metrics and ways to target the campaigns you create. In addition, its way of charging is similar to that of Google Adwords, and within the concept of performance media; the user pays according to the results received.
  • Instagram for Business: recent Instagram tool and super complete to carry out campaigns on this social network, Instagram for Business also allows the creation of ads and receives payment according to the time it stays on the air and the conversions carried out. In addition, it provides important metrics of your company’s profile!

[EBOOK GRÁTIS] Facebook Ads Guide
[EBOOK GRÁTIS] Google Adwords Guide
[EBOOK GRÁTIS]: Instagram Guide for Business

How to plan

Follow the step by step on how to plan a performance media campaign.

Is your strategy well defined?

Before investing in performance marketing, it is essential that your strategic marketing plan is in place.

Make sure your persona is up to date, that your goals are real and well defined, and what you are putting in place to achieve them.

Adjust as necessary and, if everything is right, let’s go to the next step!

What is your focus?

In digital marketing, it is possible to work to achieve some types of results.

If your company is new to the business, gaining online visibility is the first step. If you’ve been in the market for some time, getting authority is important.

Or, if you have a marketing strategy in place for a long period of time, it’s time to convert leads!

So, target your performance media campaign to your focus. Choose bids thinking about what outcome you intend to achieve, and clearly define your goal – based, of course, on metrics and projections.

Who will this ad reach?

Once your goal is well defined, it’s time to take a good look at who your ad should serve to.

We have already said that performance marketing tools make it possible to segment the audience.

That is why, research, analyze the strategy of competitors and find out about the area as much as you can before defining who your campaign will reach.

The more well defined, the greater the chances of success!


The digital medium changes all the time, at an immense speed.

Concepts are always changing and so are consumer behaviors.

Therefore, being always up to date is an essential part of the job of a marketer!

Performance media is a practice that, when associated with a solid marketing strategy, is a powerful facilitator of results.

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