The demand is_already there

01

The goal and the target cost

Performance marketing belongs to execution. The work starts from the business goal: which result counts as success and what one purchase, booking or enquiry may cost for the advertising to pay off. The target cost is agreed before the campaign and reviewed as results come in.

The amount of demand is one constraint. If few people search for the product or service, result-optimised advertising alone will not deliver large volumes, and demand-building advertising is planned in the media plan at the same time.

02

Tracking to the purchase or a quality lead

Without tracking, optimisation relies on clicks. We build tracking that reaches the purchase, the booking or the lead, and check it before the campaign starts. When the sale happens in store or through a salesperson, we agree with you how sales or lead quality data is brought in.

The number of leads alone does not show the result. We agree what makes a lead a quality lead and track how many leads go on to become sales. The differences between channel and web analytics figures are described on the Data & Measurement page.

03

Tests and optimisation

An ad platform optimises for whatever objective it is given. We set the purchase or the lead as the optimisation objective when there are enough of them for the platform to learn. If there are too few, we agree an interim objective and track how it relates to the actual result.

We test audiences, messages and landing pages so that we know which change made the difference. In a small campaign the audiences are not split too finely, because optimisation needs enough results.

04

Budget spent on evidence

The budget moves between channels, campaigns and audiences according to what the agreed metric shows. The channels are search, result-optimised social and display, and feed-based advertising. Whether advertising runs continuously or in flights depends on demand, product availability, profitability and the goal. The yearly rhythm is planned as described on the Campaigns and Always-on page.

When the client uses NØRR3 Marketing Engine, campaigns in supported channels can be managed in the Campaign & Reporting app and the agreed metrics followed in Business Dashboard. Local locations can have their own campaign versions and local budgets.

05

What our campaigns have shown

Clicks do not show the result. In our campaigns, search advertising has looked good on clicks while nobody knew whether a single person who clicked went on to buy.*

The optimisation objective decides what the platform buys. In our campaigns, click-optimised advertising has brought plenty of cheap clicks while view time and time on site stayed close to zero. When the objective was switched to landing page views or leads, the click got more expensive and real enquiries started to come in.*

Lead volume and sales can move in different directions. In our campaigns, leads and marketing permissions have come in at several times the target while sales fell short, and a campaign that missed its lead target has still produced clear sales.* So a sales, booking or contract metric is agreed alongside leads.

Other advertising creates demand too. In our campaigns the effect of a brand campaign has shown first in searches for the brand name.*

* NØRR3's own campaign bank, campaign reports 2024–2026: each lesson recurs in campaigns across at least two industries and two advertisers.