Maximizing Ad Spend in Uncertain Times: The Power of Diversifying Performance-Based Channels

The ever-changing economic climate has many digital marketers exploring ways to maximize their ad spend while maintaining customer acquisition growth. While cutting marketing budgets might seem like a natural response in times of uncertainty, this approach can have long-term consequences. For example, the average brand could lose nearly 15% of its business if a similarly sized competitor doubles its marketing investments during this period.

Shifting focus to testing and diversifying across performance-based channels can provide a more resilient strategy. By exploring new avenues and optimizing existing efforts, marketers can create growth opportunities and protect their campaigns from financial uncertainty. 

The Importance of Diversifying Performance-Based Channels

In times of financial uncertainty, relying solely on existing channels may not be enough to sustain growth. Diversifying into new performance-based channels allows marketers to test and identify untapped opportunities while strengthening their overall strategy. By incorporating a variety of channels, such as contextual targeting, influencer partnerships, and paid media, brands can ensure they’re reaching high-intent audiences across multiple touchpoints.

Contextual targeting, for example, enables brands to engage only with qualified customers – uncovering insights into the ads, content, and messaging that drive the highest conversions so those efforts can be scaled effectively. Studies show that contextual targeting can be up to 2.5x more effective than other targeting methods, making it a powerful addition to any performance-driven strategy.nely a win-win model for promoting products, services, and apps that can weather tough economic storms.

Mitigating Risk Through Testing and Optimization

Testing new performance channels doesn’t have to come with added financial risk. Performance-based pricing models allow marketers to align their budgets with measurable results. This approach ensures that every dollar spent contributes directly to ROI, providing the flexibility to experiment with new channels without disrupting existing campaigns.

For instance, imagine you’re an e-commerce app. You’re looking to increase incremental new users that complete a specific post-install event, all while maintaining ROI. By testing new performance-based channels, you can determine which sources best complement your current strategy and deliver only the most qualified users to scale confidently. This method not only uncovers growth opportunities but also ensures that ad spend remains aligned with business goals.s perform best for your brand, only pay for real customers, and drive massive scale with confidence. 

Building Resilience Through a Diversified Marketing Mix

A diversified marketing mix is essential for building a future-proof strategy. Combining existing channels with new performance-based opportunities creates a dynamic approach that’s both agile and resilient. By continuously testing and optimizing, brands can adapt to market shifts, uncover new growth opportunities, and maintain strong performance even in challenging economic climates.

With access to advanced tools like anti-fraud software, hyper-targeting, and budget optimization, marketers who work with the Perform^[cb] Outcome Engine can ensure that every channel – both new and existing – is working harmoniously to deliver results. By expanding into a variety of channels, brands can mitigate the potential risk of significant traffic loss from any single source, ensuring resilience and growth through diverse, data-driven, and adaptable strategies.

Embracing New Performance-Based Channels for Sustainable Growth

In today’s unpredictable financial landscape, marketers who embrace diversification and performance-driven strategies are best positioned for success. By testing new channels and integrating them with existing efforts, brands can unlock more opportunities, mitigate risk, and build a strategy that’s both resilient and scalable.

If you’re ready to explore diverse performance-based channels and strengthen your marketing strategy, connect with our team of experts today. Let us help you uncover new growth opportunities and drive measurable results.