How to set up performance marketing in retail: a step-by-step guide
Performance marketing is an approach in which advertising campaigns are evaluated based on specific measurable results: clicks, orders, sales, or return on investment.
1. Define goals
- Increased sales online or offline.
- Attracting new customers.
- Increase in the average check.
2. Select promotion channels
- Contextual advertising (Google Ads, Yandex.Direct).
- Social networks (VK, Instagram*, TikTok).
- Marketplaces (advertising within platforms).
- Email marketing and push notifications.
3. Set up analytics
- Google Analytics/Yandex.Metrica.
- End-to-end analytics to track the customer journey.
- UTM tags for measuring campaign performance.
4. Launch test campaigns
- A small budget to start with.
- A/B tests of creatives and landing pages.
- Optimization based on results.
5. Automate
- Dynamic ads.
- Automated betting strategies.
- Remarketing and retargeting.
6. Assess ROI and scale
- Calculate customer acquisition cost (CAC).
- Compare it to its vital value (LTV).
- Increase your budget for the most effective channels.
Conclusion:
Performance marketing in retail allows you to spend your advertising budget as efficiently as possible, getting predictable and measurable results.
