I think that the pay-for-performance business models will still remain, but in the future of marketing all digital marketing will be based on performance in one way or another.
What is a performance marketing campaign?
– When the intention is to drive an action, as opposed to driving awareness.
– When the cause and effect between the ad and the consumer/user can be measured.
– The ad-buyer can optimize their ads in real-time, or near real-time based on measurement.
– (In many cases) Payment ???) is made based on consumer/user action
The most important part of a performance marketing campaign is that the performance is being measured, optimized, and opportunities are being leveraged.
So – how can you do this in Facebook?
Use Page post ads - Performance marketers have traditionally used domain ads such as the ones you set up to use in the right-hand side of Facebook. However, Facebook has multiple ad formats that might drive better results. The news feed is a premier place to advertise. We see that you get eight times the engagement for Page post ads placed in the newsfeed as opposed to the ones on the right-hand side. We recommend using Facebook link post ads, combined with conversion pixels to drive the traffic and be able to measure CPA (cost per action) or CPS (cost per sale) of each ad.