Are you a new business owner looking to expand your reach and attract more customers? Or perhaps you're just unfamiliar with digital marketing and the various services that can help grow your business. Either way, a performance marketing agency could be just what you need.
But what exactly does a performance marketing agency do, you might wonder? After all, many of these terms are often used interchangeably, and inaccurately. Before we dive into what a performance marketing agency does, we need to look at the umbrella term of a digital marketing agency. You may think, aren’t they the same? Let us explain.
Is a performance marketing agency the same as a digital marketing agency?
A digital marketing agency helps businesses advertise your products or services online. This could pertain to any stage and phase of the customer acquisition cycle, which is top of the funnel, middle of the funnel, and bottom of the funnel.
A digital marketing agency’s objective is to build brand awareness by not only advertising your campaigns for you, but sometimes might also help with creating the assets needed for such a campaign. There are however no predefined set services that a digital marketing must absolutely provide given that it refers to a very broad spectrum of services to help advertise a brand, digitally. As a result, even a web development company might call itself a digital agency, as would a branding agency that does digital branding refer to itself in the same light. And we understand that can be very confusing!
A digital marketing agency can choose to offer a range of services, which can but not necessarily, include social media management, website development, search engine optimization (SEO), social media marketing [yes, there’s a difference between management and marketing], email marketing, content marketing, and more. The goal of a digital marketing agency, such as P.Labs Ventures, is to increase your brand's visibility and engagement across various digital channels.
When working with a digital marketing agency, you will typically receive a customized digital marketing plan tailored to your business's specific needs. However, it’s important to remember that this depends on the agreed scope of work. For example, depending on your budget and business scale, you may choose only a few of the services listed above. Most agencies, including ours, will help you create and execute a marketing strategy that aligns with your goals and targets your ideal audience.
What does a performance marketing agency do?
A performance marketing agency typically will focus only on bottom-of-the-funnel activities, which lead to measurable results for your business such as sales, leads, purchases, or other bottom-of-the-funnel conversion metrics. Unlike a digital marketing agency, a performance marketing agency typically only gets paid when they achieve specific goals for your business. These goals could vary from generating leads and getting appointments, to increasing sales.
A performance marketing agency, such as P.Labs, uses data and analytical tools such as Google Analytics, tracking tools such as Google Tag Manager, Global Site Tag, or Firebase as examples, to optimize your marketing campaigns and ensure that you're getting the best possible return on investment (ROI). At P.Labs, we help you define the key performance indicators (KPIs) to monitor and evaluate the success of the campaign, and marketing to data-driven decisions. We use an in-house tool, called DABBL, to first evaluate different parameters we should look at in the course of the customer acquisition journey. As a performance marketing agency, we will choose different ad platforms to advertise your business and focus on the end goals.
Some of the services you can expect from P.Labs, as a performance marketing agency located in India, but serving customers across the globe are listed below. This doesn’t mean our remit of services is only limited to performance. This outlines some of the services which we offer as part of our performance marketing services portfolio.
Search engine optimization (SEO)
SEO is the process of optimizing your website and content to rank higher in search engine results pages (SERPs). This is important because the higher your website ranks, the more likely people are to click through and visit your site. At P.Labs, we work to improve your website's SEO by conducting keyword research, optimizing your content, and building high-quality backlinks. As a robust SEO strategy plan, we work on off-page, on-page optimization and also content marketing to develop a sustained growth in traffic that meets your business goals which could be leads or conversions.
Pay-per-click advertising (PPC)
PPC advertising involves placing ads on search engines and social media platforms and paying each time someone clicks on your ad. This can be an effective way to drive traffic to your website and generate leads. Our agency can help create and manage your PPC campaigns to ensure they're optimized for maximum ROI. PPC campaigns work across a variety of platforms such as Google Ads, Amazon Ads, and Flipkart Ads, as long as the methodology of buying the ads is pay-per-click format, instead of the traditional CPM or cost-per-mille metric. This is because as an advertiser you want to only pay when someone actually clicks on the ad, instead of being served impressions of the brand. PPC ads are typically used for more sales or conversion-oriented campaigns.
Social media marketing
Social media has been a powerful tool for small and large businesses to reach and engage with your target audiences. Our agency can help create and run paid ads on your social media accounts, develop an acquisition strategy after arriving at an ideal customer persona, and run targeted ad campaigns to drive traffic and conversions.
App store advertising
In a crowded app store, it can be difficult for new apps to stand out. That’s where app store advertising comes in. By promoting your app through paid ads, you can increase its visibility and attract more users. It all comes down to a combination of factors, including app store optimization (ASO), app quality, user reviews, and ratings. For any app developer, discoverability is an important key to acquiring users, which in turn leads to a domino effect. That’s why you need an agency that is well-versed in app store marketing and knows what’s needed to drive your success.
Apple Search Ads
Apple Search Ads are relatively newer types of ads which you will find in the Apple App Store. This means that your ads will appear seamlessly alongside organic search results, providing a more natural and less intrusive user experience. Using a user’s history, browsing information, device data, and geo, you can target them in a variety of ways. Apple Search Ads offers a variety of ad formats, including text, image, and video –all generated automatically from your app’s metadata. Leverage it to find customers who are power users, target users who are new, run retargeting campaigns, and much more.
These are just a few of the services we at P.Labs offer, for our customers in the performance space. By partnering with us, you'll have access to a team of experts who can help you achieve your marketing goals and drive revenue for your business. However, if you’re looking for digital branding campaigns too, we can help you by using AI-based tools to drive savings for your CPV campaigns.
At our agency, we pride ourselves on taking a personalized approach to each client through our custom tools. An audit is what helps us understand what’s working and what’s not –which is rooted in design thinking.
If you’re looking to scale your business, consider partnering with us. Contact us today to learn more about how we can help grow your business.