Performance marketing is the term given for online campaigns in which advertisers pay marketing companies or advertising platforms for results achieved, such as clicks or conversions.

Unlike traditional and organic marketing, performance marketing is specifically used to drive actions and track and measure those actions, all while attributing the ROI of each asset, campaign, or activity.

While major corporations can spend millions of dollars on branding, most businesses need to focus on the bottom line to stay profitable. Performance marketing puts power back in the hands of the advertiser. You determine the action, then pay when that action has been completed – whether it’s a sale, lead, or click.