Performance Marketing. You are doing it wrong.

Over the last years, many companies claimed that Performance Marketing does not work for them. Why? They stopped their campaigns and somehow nothing changed with regards to revenue or at least profit.

Most of them were strong brands like eBay (2013), Adidas (2019), or Procter&Gamble (2018).

It is quite clear, why they got to this conclusion.
But the same as blind trust in Performance Marketing has been wrong right from the beginning, it is wrong to conclude it is “not working” in general!

Those companies are most probably right about their observations.
Still, the problem is not the channel, but how we use it.

Spoiler Alert: Most companies are looking at Performance Marketing from the wrong angle or with very limited understanding.

This is only partly Google’s fault. Most times it is done that way, because of the huge “experts” market that feeds many extremely good sales people, but almost no holistic marketing experts.

Let’s digg into this!

A little disclaimer first:

• I managed many performance campaigns at around USD 50k ad spend per month over the last…