What is Performance Marketing? Exploring Strategies and Simplification with ZedFlo

Zedi Padi
7 min readNov 8, 2023

We talk endlessly about how digital marketing is regularly changing, and both individuals and organizations must keep one step ahead of the competition.

However, we fail to consider that the emergence of performance marketing as an innovative method may provide measurable outcomes that can keep our marketing agile.

In this article, we will look into what performance marketing comprises, how it works, the many types of performance marketing, top channels, real-world examples, the benefits of performance marketing, the notion of performance-based advertising, potential restrictions, and give practical advice.

In addition, we will investigate how ZedFlo can make the performance marketing process more straightforward to guarantee that you make the most of its potential.

What is Performance Marketing?

Performance marketing is a data-driven and results-oriented strategy that focuses on optimizing marketing campaigns to meet certain objectives and measuring the effectiveness of these efforts quantitatively.

What is Performance Marketing? Exploring Strategies and Simplification with ZedFlo
Photo by Stephen Dawson on Unsplash

Performance marketing is a method that focuses on achieving specified goals.

Performance marketing, as opposed to conventional marketing, which frequently relies on brand recognition and indirect influence, strives to generate measurable results, such as conversions, leads, or sales.

Performance sales agencies like Zedflo, can streamline the entire process, making it easy to scale. But as a startup owner, you need to understand what it means and what it entails to adequately gauge its benefit to your business.

How Performance Marketing Works

Let’s start with the foundational steps:

1. Establishing Clearly Defined and Quantifiable Goals: The first step in performance marketing is to establish your clearly defined and quantifiable goals, such as boosting website traffic, generating leads, or driving product sales.

2. Get Data Analytics Tools: To learn what works and what needs to be improved on, you need to set up data analytics tools. With this, you can track campaign effectiveness, and iterate accordingly.

3. Do Advertising That is Tailored To Your Audience: Performance marketing initiatives frequently customized ads in order to reach certain demographics of people who are most likely to convert.

4. Have Performance Metrics: Establishing key performance indicators (KPIs), such as click-through rates (CTR), conversion rates, return on investment (ROI), and cost per acquisition (CPA) is important.

5. Conduct Frequent Optimization: In marketing, continual optimization of campaigns based on data insights is done in order to enhance results and maximize return on investment.

Types of Performance Marketing

There are different types of performance marketing that you can employ. They include:

  1. Search Engine Marketing (SEM): This refers to paid search advertising on platforms such as Google adverts, in which you place bids on keywords in order to have your adverts displayed in search results.
  2. Affiliate Marketing: This is a kind of marketing in which companies form partnerships with other parties, known as affiliates, who promote the company’s goods or services in exchange for a commission on each sale or lead produced.
  3. Email Marketing: Using measurable email campaigns to increase conversions and nurture leads is an important part of performance marketing.
  4. Advertising on Social Media: This involves placing targeted advertising on websites and applications such as Facebook, Instagram, and LinkedIn, and you pay either per click or per impression.

Top Performance Marketing Channels

Which channels are most effective for performance marketing campaigns?

  1. Google Ads: Offers a wide range of ad formats and targeting options for search and display advertising.
  2. Facebook Ads: Provides extensive audience targeting capabilities and a variety of ad formats.
  3. Email Campaigns: Effective for nurturing leads and converting them into customers through personalized content.
  4. Affiliate Networks: Platforms like Amazon Associates and ShareASale connect businesses with affiliates to promote products.
  5. SEO: Organic search traffic is generated through search engine optimization efforts.

Performance Marketing Examples

  1. Amazon: Amazon’s affiliate program is a prime example, where publishers earn a commission on sales generated through their referral links.
Amazon’s affiliate program
Photo by Nik on Unsplash

2. Google Ads Remarketing: Targeted display ads are shown to users who previously visited a website but did not make a purchase.

Benefits of Performance Marketing

What are the advantages of employing performance marketing strategies?

  1. Measurable Results: Marketers can track and measure every aspect of a campaign’s performance, allowing for data-driven optimization.
  2. Cost-Effective: Advertisers pay for actual results, reducing wasted ad spend.
  3. Targeted Advertising: Precise audience targeting ensures that ads reach the most relevant potential customers.
  4. Quick Adaptation: Campaigns can be adjusted in real-time to respond to market changes and trends.
  5. Transparency: Performance marketing provides transparency into campaign costs and results.

What is Performance-Based Advertising?

How does performance-based advertising fit into the performance marketing landscape?

Performance-based advertising is a subset of performance marketing in which advertisers only pay when specific actions are taken. Common payment models include:

  1. Pay-Per-Click (PPC): Advertisers pay when users click on their ads.
  2. Pay-Per-Action (PPA): Payment is made when users take a predefined action, such as making a purchase or signing up.
  3. Pay-Per-Lead (PPL): Payment is made for each qualified lead generated.
  4. Pay-Per-Sale (PPS): Payment is made for each sale resulting from the ad.

How Performance Advertising Works

Could you explain how performance advertising functions in practice?

  1. Ad Placement: Advertisers place ads on platforms or publishers relevant to their target audience.
  2. User Engagement: Users interact with the ad, such as clicking on it or making a purchase.
  3. Tracking: Sophisticated tracking technology records user actions and attributes them to specific ads.
  4. Performance Assessment: Advertisers evaluate the success of their ads based on pre-defined performance metrics.
  5. Payment: Payment is made to publishers or platforms based on the agreed-upon payment model (e.g., PPC, PPA, PPL, or PPS).

Limitations of Performance Marketing

What are some potential challenges or limitations of performance marketing?

  1. Initial Setup: Setting up and optimizing campaigns can be time-consuming.
  2. Competition: As more businesses adopt performance marketing, competition for ad space increases.
  3. Data Privacy Regulations: Stringent data privacy regulations can impact tracking and targeting capabilities.
  4. Budget Flexibility: Some platforms require a minimum ad spend, limiting smaller businesses’ ability to participate.

Practical Tips To Apply

What practical tips can businesses employ for successful performance marketing campaigns?

  1. Set Clear Objectives: Define specific, measurable goals for your campaigns.
  2. Audience Segmentation: Segment your audience for more targeted messaging.
  3. Regular Optimization: Continuously analyze data and make adjustments to improve campaign performance.
  4. A/B Testing: Experiment with different ad variations to identify what resonates best with your audience.
  5. Quality Content: Create high-quality, engaging content to drive user actions.

ZedFlo’s Role in Simplifying Performance Marketing

Zedflo by Zedi Africa is a performance sales platform that can help your business in several ways, including:

  • Increase sales: Our team of experienced sales professionals will work with you to develop and implement a sales strategy that is tailored to your specific business goals and target audience. We use our expertise to generate leads, qualify prospects, and close deals.
  • Reduce sales costs: Our performance-based pricing model means that you only pay for the results that we deliver. This can help you to reduce your sales costs and improve your ROI.
  • Save time: We handle all aspects of your sales process, from lead generation to deal closure. This can free up your time so that you can focus on other aspects of your business.
  • Qualify prospects: We qualify your leads to make sure that they are a good fit for your business. This will save you time and help you to focus on the most promising leads.
  • Close deals: Our sales professionals are experienced in closing deals. We will work with you to develop a closing strategy and overcome any objections that your prospects may have.
  • Improve customer satisfaction: We are focused on building long-term relationships with customers. We work with you to understand your customers’ needs and provide them with the best possible service.

FAQs About Performance Marketing

What are some common questions and concerns businesses may have about performance marketing?

  1. What is the minimum budget required for performance marketing campaigns?

The minimum budget for a performance marketing campaign varies based on factors like goals, target audience, and platform. It can range from a few hundred to several thousand dollars per month. Starting with a budget aligned with specific objectives is crucial, with adjustments based on campaign performance.

2. How do I choose the right performance marketing channels for my business?

Understanding your audience, establishing clear goals, researching your competition, taking into account your budget, testing, precise targeting, content alignment, conversion monitoring, device preference, and utilizing social proof are all important steps in selecting the best performance marketing channels. Select channels that will help you reach your target audience most effectively, and then tweak your approach based on what you learn.

3. Are there performance marketing platforms suitable for small businesses?

It’s true that there are performance marketing solutions that work for small businesses. Advertisers may choose their own budgets and target demographics on many digital advertising platforms including Google Ads, Facebook Ads, Instagram Ads, and LinkedIn Ads. These systems provide low-cost alternatives for small firms to conduct performance advertising campaigns.

4. Can performance marketing work for both B2B and B2C businesses?

Business-to-business (B2B) and business-to-consumer (B2C) companies may both benefit from performance marketing. While B2B and B2C marketing strategies and methods may vary depending on the nature of the audience and the desired outcomes, the concepts of quantifiable outcomes, data-driven optimization, and return-on-investment-focused campaigns will remain constant. The key to success is adapting the strategy to the unique requirements of each company model.

5. How long does it take to see results from performance marketing?

Factors including industry, advertising objectives, budget, competition, and marketing channel choice can significantly affect how quickly you get benefits from performance marketing. While in other circumstances it may take many months to refine campaigns for major results, you may notice the first benefits within days or weeks. Constant vigilance, data-driven tweaks, and persistence are required for the best results in performance marketing.


Performance marketing is a multifaceted and results-driven approach that demands attention and this can be hard when compiled with the numerous challenges startups face. You can work with Zedflo to make the process easier.


Zedi Padi is the urban storytelling arm of Zedi Africa. Follow us on Twitter| LinkedIn| Instagram



Zedi Padi

Best growth agency for startups offering digital marketing services, talent recruitment and and brand management services. Visit www.zedi.africa