Performance Marketing Performance marketing refers to a form of digital marketing in which brands only pay marketing service providers after their business objectives have been met or when specific actions have been taken, such as a click, sale, or lead. In other words, it is performance-based marketing. Brand marketing vs Performance Marketing Brand marketing is focused on building awareness and creating an emotional connection with the customer. Performance marketing , on the other hand, is focused on generating leads and sales . How it works? Advertisers put their ads on a given channel: 1. Cost Per Click (CPC) Advertisers pay based on the number of times their ad is clicked on. This is currently the most common tool; the product owner pays the website or host every time someone clicks on an advertisement banner. The cost per click is defined according to keywords and success rate. A keyword is used for a search; its rate is assessed according to its success. For example, t