Research has shown that an ad is successful if it has 3 ingredients:
- Branding
- Need
- Emotion
In performance marketing, you need to make sure that an ad has all of these 3 components. Once you are fully convinced, you can publish the ad and monitor its performance.
Let's break down what each of these 3 ingredients contains:
01 / Branding
It is about how well the audience can differentiate your business from other businesses. Marketers use branding in order to form perception and influence audiences and customers.
02 / Need
It is about how well your advertisement is communicating and catering to the need of your customer. If there is no clear intention to solve a problem, then the ad is a waste of time.
03 / Emotion
Marketing is all about emotion. The more you are able to successfully trigger emotions, the better your ads will perform.
It is the art of making people feel something when they come in contact with your brand. Once this is done, it is far easier to persuade them.