What Makes Someone a Performance Buyer?

If I explain it to my 6 years old:
A brand buyer is usually focused on awareness, reach, and getting people to remember a brand.
A performance buyer is focused on results.

They ask questions like:
• Did people register?
• Did they buy?
• Did they sign up?
• What is our cost per acquisition?
• How can we improve performance with the same budget?

Performance buyers should make decisions based on data. They test audiences, creative, bidding strategies, and placements to find what drives the best outcome.

Think of it this way.

If brand marketing is planting seeds, performance marketing is measuring which seeds actually grow into customers.

In this video, I’ll break down what performance buyers do every day, the metrics they care about, and why optimization is at the center of every decision.

This month I’m talking performance media and how to do it in programmatic. Next week, I’m diving in KPIs and how to optimize them and then showing you which tool to help with that.

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