{"id":25716,"date":"2026-03-03T22:20:53","date_gmt":"2026-03-03T20:20:53","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/performance-marketing\/"},"modified":"2026-03-06T15:19:24","modified_gmt":"2026-03-06T13:19:24","slug":"performance-marketing","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/performance-marketing\/","title":{"rendered":"Performance Marketing"},"content":{"rendered":"<div style=\"background:#f0f1f3;padding:1.5rem;margin-bottom:2rem;border-radius:8px;\">\n<strong>Das Wichtigste in K\u00fcrze:<\/strong> Performance marketing is data-driven online marketing where you only pay for measurable results\u2014clicks, leads, or sales. Through channels such as Google Ads, Meta Ads, and LinkedIn Ads, you can reach your target audience with precision and track every euro you invest.\n<\/div>\n<nav style=\"background:#f8f9fa;padding:1.5rem 2rem;border-radius:8px;margin-bottom:2rem;\">\n<strong style=\"font-size:1.1rem;\">Table of Contents<\/strong><\/p>\n<ol style=\"margin:0.75rem 0 0;padding-left:1.25rem;\">\n<li><a href=\"#definition\" style=\"text-decoration:none;color:#1a5276;\">What is performance marketing?<\/a><\/li>\n<li><a href=\"#kanaele\" style=\"text-decoration:none;color:#1a5276;\">The most important performance marketing channels<\/a><\/li>\n<li><a href=\"#metriken\" style=\"text-decoration:none;color:#1a5276;\">Key metrics and KPIs<\/a><\/li>\n<li><a href=\"#strategie\" style=\"text-decoration:none;color:#1a5276;\">Developing a performance marketing strategy<\/a><\/li>\n<li><a href=\"#optimierung\" style=\"text-decoration:none;color:#1a5276;\">Optimising campaigns<\/a><\/li>\n<li><a href=\"#vs-content\" style=\"text-decoration:none;color:#1a5276;\">Performance marketing vs. content marketing<\/a><\/li>\n<li><a href=\"#fehler\" style=\"text-decoration:none;color:#1a5276;\">Common mistakes in performance marketing<\/a><\/li>\n<li><a href=\"#faq\" style=\"text-decoration:none;color:#1a5276;\">Frequently Asked Questions<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"definition\">What is performance marketing?<\/h2>\n<p>Performance marketing is an umbrella term for online marketing strategies in which advertisers only pay for measurable actions. Unlike traditional branding marketing\u2014where reach and visibility are the main focus\u2014performance marketing concentrates on specific, trackable results such as clicks, leads, downloads, or purchases. <\/p>\n<p>The principle: every euro invested is attributed to an outcome (attribution). This way, you know exactly which campaign, which channel, and which ad format delivers the best return on investment (ROI). Performance marketing is therefore a core component of <a href=\"\/glossar\/digitales-marketing-kmu\/\" style=\"color:#1a5276;text-decoration:none;\">digital marketing<\/a>\u2014especially for companies looking to optimise their <a href=\"\/glossar\/cac-customer-acquisition-cost\/\" style=\"color:#1a5276;text-decoration:none;\">customer acquisition cost<\/a>.  <\/p>\n<h2 id=\"kanaele\">The most important performance marketing channels<\/h2>\n<p>Depending on your objectives and target audience, different channels are suitable:<\/p>\n<h3>Search Engine Advertising (SEA)<\/h3>\n<p>Google Ads is the classic: you bid on keywords and pay per click (CPC). Ideal for users with high purchase intent who are actively searching for your solution. Complement SEA with <a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">organic SEO<\/a> for maximum visibility.  <\/p>\n<h3>Social media advertising<\/h3>\n<p>Meta (Facebook\/Instagram), LinkedIn, TikTok\u2014each platform offers precise targeting. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/b2b-marketing\/\">B2B companies<\/a> reach decision-makers best via LinkedIn Ads, while B2C brands rely on Meta and TikTok.<\/p>\n<h3>Display and programmatic advertising<\/h3>\n<p>Banner ads on websites, delivered automatically via real-time bidding. Ideal for retargeting\u2014i.e., re-engaging website visitors who have not yet converted. <\/p>\n<h3>Affiliate marketing<\/h3>\n<p>Partners (affiliates) promote your product and receive a commission per conversion. A low-risk model, as you only pay when it works. <\/p>\n<h2 id=\"metriken\">Key metrics and KPIs<\/h2>\n<p>Performance marketing runs on data. You need to know these KPIs: <\/p>\n<ul>\n<li><strong>CPC (Cost per Click):<\/strong> Cost per click\u2014the basis of all paid search campaigns<\/li>\n<li><strong>CPM (Cost per Mille):<\/strong> Cost per 1,000 impressions\u2014relevant for awareness campaigns<\/li>\n<li><strong>CTR (Click-Through Rate):<\/strong> Ratio of clicks to impressions\u2014an indicator of ad relevance<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">Conversion Rate<\/a>:<\/strong> Share of visitors who complete a desired action<\/li>\n<li><strong><a href=\"\/glossar\/cac-customer-acquisition-cost\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a>:<\/strong> Total cost of acquiring a new customer<\/li>\n<li><strong>ROAS (Return on Ad Spend):<\/strong> Revenue per euro spent on advertising<\/li>\n<li><strong><a href=\"\/glossar\/clv-customer-lifetime-value\/\" style=\"color:#1a5276;text-decoration:none;\">CLV<\/a>:<\/strong> Long-term customer value\u2014crucial for assessing whether acquisition costs are worthwhile<\/li>\n<\/ul>\n<h2 id=\"strategie\">Developing a performance marketing strategy<\/h2>\n<p>A successful strategy follows a clear framework:<\/p>\n<h3>1. Define goals and budget<\/h3>\n<p>What is your primary goal? <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\">Lead generation<\/a>, e-commerce sales, app downloads? Define a target <a href=\"\/glossar\/cac-customer-acquisition-cost\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a> based on your <a href=\"\/glossar\/clv-customer-lifetime-value\/\" style=\"color:#1a5276;text-decoration:none;\">customer lifetime value<\/a>. <\/p>\n<h3>2. Target audience and targeting<\/h3>\n<p>Use the platforms\u2019 targeting options: demographics, interests, behaviour, lookalike audiences. Analyse the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\">customer journey<\/a> to identify the right <a href=\"https:\/\/pointofnew.at\/en\/glossary\/touchpoint\/\">touchpoints<\/a>. <\/p>\n<h3>3. Creative and ad development<\/h3>\n<p>Create multiple ad variants for <a href=\"\/glossar\/a-b-testing\/\" style=\"color:#1a5276;text-decoration:none;\">A\/B tests<\/a>. Test different headlines, images, CTAs, and landing pages. <\/p>\n<h3>4. Set up tracking<\/h3>\n<p>Implement robust conversion tracking. Without precise data, performance marketing is blind. Use UTM parameters, pixels, and server-side tracking.  <\/p>\n<h3>5. Launch, test, optimise<\/h3>\n<p>Start with small budgets, test systematically, and scale what works. Performance marketing is an iterative process. <\/p>\n<h2 id=\"optimierung\">Optimising campaigns<\/h2>\n<p>Continuous optimisation is what separates good performance marketing from average:<\/p>\n<ul>\n<li><strong><a href=\"\/glossar\/a-b-testing\/\" style=\"color:#1a5276;text-decoration:none;\">A\/B testing<\/a>:<\/strong> Systematically test every element\u2014from the ad and landing page to the CTA<\/li>\n<li><strong>Bid strategies:<\/strong> Use automated bidding strategies (Smart Bidding) for more efficient delivery<\/li>\n<li><strong>Audience refinement:<\/strong> Refine your audiences based on performance data<\/li>\n<li><strong>Landing page optimisation:<\/strong> The best ad is useless if the landing page has poor <a href=\"https:\/\/pointofnew.at\/en\/glossary\/user-experience-ux\/\">user experience<\/a><\/li>\n<li><strong>Funnel optimisation:<\/strong> Analyse the entire <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\">sales funnel<\/a> and identify drop-off points<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\">Marketing automation<\/a>:<\/strong> Automate follow-ups and nurturing sequences for generated leads<\/li>\n<\/ul>\n<h2 id=\"vs-content\">Performance marketing vs. content marketing<\/h2>\n<p>Performance marketing and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">content marketing<\/a> are not opposites\u2014they complement each other:<\/p>\n<ul>\n<li><strong>Performance marketing:<\/strong> Immediate results, scalable, but costly if used continuously<\/li>\n<li><strong>Content marketing:<\/strong> Slower build-up, but more sustainable traffic without ongoing ad spend<\/li>\n<li><strong>Ideal combination:<\/strong> Use performance marketing to promote <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">content<\/a> and collect data quickly. At the same time, invest in organic channels (<a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/local-seo\/\">local SEO<\/a>) for long-term results <\/li>\n<\/ul>\n<p>Distributing <a href=\"https:\/\/pointofnew.at\/en\/glossary\/thought-leadership\/\">thought leadership content<\/a> via paid channels is a particularly effective strategy in <a href=\"https:\/\/pointofnew.at\/en\/glossary\/b2b-marketing\/\">B2B marketing<\/a>.<\/p>\n<h2 id=\"fehler\">Common mistakes in performance marketing<\/h2>\n<ul>\n<li><strong>No tracking:<\/strong> Without proper conversion tracking, you are throwing money out the window<\/li>\n<li><strong>Targeting too broadly:<\/strong> The more precise the audience, the better the performance<\/li>\n<li><strong>Only one variant:<\/strong> Without <a href=\"\/glossar\/a-b-testing\/\" style=\"color:#1a5276;text-decoration:none;\">A\/B testing<\/a>, you are leaving optimisation potential on the table<\/li>\n<li><strong>Ignoring the landing page:<\/strong> The ad brings visitors\u2014the landing page must convert<\/li>\n<li><strong>No retargeting:<\/strong> Up to 97% of first-time visitors do not convert on the first touchpoint<\/li>\n<li><strong>Not considering CLV:<\/strong> If you only look at <a href=\"\/glossar\/cac-customer-acquisition-cost\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a> without knowing <a href=\"\/glossar\/clv-customer-lifetime-value\/\" style=\"color:#1a5276;text-decoration:none;\">CLV<\/a>, you will optimise the wrong way<\/li>\n<\/ul>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Set up performance marketing professionally?<\/h3>\n<p style=\"font-size:1.1rem;\">We develop data-driven campaigns that make the best possible use of your budget. From strategy and setup to ongoing optimisation\u2014for measurable growth. <\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">\u2192 Discuss your performance strategy now<\/a><\/p>\n<\/div>\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How much budget do I need for performance marketing?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>For meaningful tests, we recommend a starting budget of at least \u20ac1,500\u2013\u20ac3,000 per month and per channel. What matters is not the absolute amount, but that your <a href=\"\/glossar\/cac-customer-acquisition-cost\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a> is below your <a href=\"\/glossar\/clv-customer-lifetime-value\/\" style=\"color:#1a5276;text-decoration:none;\">customer lifetime value<\/a>. <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Which performance marketing channel is the best?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>There is no universally best channel. For <a href=\"https:\/\/pointofnew.at\/en\/glossary\/b2b-marketing\/\">B2B<\/a>, Google Ads and LinkedIn Ads are often the most effective. For B2C, Meta and Google dominate. Test multiple channels and optimise based on your data.   <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What is the difference between ROAS and ROI?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>ROAS (Return on Ad Spend) refers only to ad spend: revenue divided by advertising costs. ROI (Return on Investment) takes all costs into account, including staff, tools, and agency fees. For a realistic assessment, you should consider both metrics.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Can I do performance marketing without an agency?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>In principle, yes\u2014but the learning curve is steep. Platforms such as Google Ads and Meta Ads are complex, and mistakes cost real money. To get started, at least a strategy session with experts is recommended to set up the fundamentals correctly.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">What should my target ROAS be for profitable performance marketing?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Target ROAS (Return on Ad Spend) varies by industry and business model, but generally 3:1 or higher indicates profitability for e-commerce, while B2B often accepts 2:1 if CLV is high. Factor in all costs \u2013 not just ad spend but also fulfillment, support, and overhead. Early campaigns may run 1.5-2:1 while optimizing, then improve to 4-6:1 at maturity. SaaS and subscription businesses can accept lower initial ROAS due to recurring revenue.<\/div>\n<\/details>\n<\/div>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:2rem;\">\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">SEO<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Content Marketing<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Conversion Rate<\/a><br \/><a href=\"\/glossar\/a-b-testing\/\" style=\"color:#1a5276;text-decoration:none;\">A\/B Testing<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Lead Generation<\/a><br \/><a href=\"\/glossar\/cac-customer-acquisition-cost\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a><br \/><a href=\"\/glossar\/clv-customer-lifetime-value\/\" style=\"color:#1a5276;text-decoration:none;\">CLV<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Sales funnel<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Marketing Automation<\/a><br \/><a href=\"https:\/\/pointofnew.at\/en\/glossary\/local-seo\/\" style=\"background:#ffffff;padding:0.5rem 1rem;border-radius:20px;text-decoration:none;color:#1a5276;border:1px solid #d5d8dc;font-size:0.9rem;\">Local SEO<\/a>\n<\/div>\n<h2>Related Terms<\/h2>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:0.5rem;\">\n<div style=\"margin-top:1rem;\">\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/seo\/\">SEO<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">Content Marketing<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/growth-hacking\/\">Growth Hacking<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/conversion-rate\/\">Conversion-Optimierung<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/performance-marketing\/\">Marketing-Mix<\/a><a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/cac-customer-acquisition-cost\/\">Customer Acquisition Cost (CAC)<\/a>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Das Wichtigste in K\u00fcrze: Performance marketing is data-driven online marketing where you only pay for measurable results\u2014clicks, leads, or sales. Through channels such as Google Ads, Meta Ads, and LinkedIn&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25716","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25716","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25716"}],"version-history":[{"count":11,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25716\/revisions"}],"predecessor-version":[{"id":28109,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25716\/revisions\/28109"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25716"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}