A Partnership for Life, Not Just for Christmas - Incubeta’s Performance Marketing Solution

The power of harnessing an expert digital strategy cannot be underestimated, but for some brands, the risk appears too considerable to take substantial steps, especially considering that the last couple of years have shown us the true unpredictability of the consumer landscape. Alongside the uncertainty of the global pandemic and Brexit which have fundamentally shifted the ways in which the global population are behaving, there have been industry changes such as the iOS14 update and a trend towards prioritising culpability amongst brands which have directly affected digital strategy going forward.

However, there has been one constant staple for brands, which can alleviate the risk related to running expert campaigns in a traditional manner, and has been at the forefront of Incubeta’s proposition all this time, the Performance Model. This unique framework allowed us to share accountability with our clients as we entered into an ever growing economical and social minefield and continue to do so as we enter 2022.

What is the Performance Model?

Our Performance Marketing team at Incubeta work on a pure CPA (Cost Per Acquisition) model across all of the biggest profit driving paid media channels, including Paid Search, Programmatic Display, Paid Social and CSS, working primarily through affiliate networks filling a very crucial gap among the voucher code sites and influencer campaigns. Our unique proposition has continued to drive our clients growth throughout even the most ambivalent times without the risk of fronting the spend themselves. Through waiving all costs in our partnerships, including the cost of licensing tech, management fees or set up costs, which usually come hand in hand with a digital campaign, we are able to set campaigns up for success, driving efficiencies from day one.

Watch our latest Performance Marketing Video.

Whilst our performance proposition reflects our heritage, the team is constantly advancing and expanding to fit new demands in the industry and as we only succeed when our clients do, we’ve always been at the bleeding edge of innovation. The model has developed to encompass a whole range of additional services which are allowing for even further digital support on a model which minimises risk and promotes efficiencies. 

Feed Management

This includes a Feed Management service, which ensures base data is sufficient, and allows our clients the ability to increase their performance across all of their digital activity. This leveraging of data is vital in unlocking the full potential of campaigns and is not limited to advancing Incubeta-run campaigns but can facilitate in-house activity at no additional fee.

Our Incubeta Partnerships Manager, Callum Kennelly, took the stage at an industry conference to speak about how to Make Your Product Feed Work Harder discussing current issues that we find with product feeds, real life examples of optimized product feeds and our CPA based feed management model.

Offering Creative on a Performance Model

There has arguably been a complete ‘data boom’ which has overshadowed all other qualities within digital over the last decade and this is ultimately responsible for the dwindling focus on ad creative. Being data driven certainly reflects one element of our story but is not the only asset we can offer. Not only are we a unique agency whose creative expertise is as notable as their optimisation qualities, but when working with clients across Paid Social and Display, we can work in a creative campaign all on a pure performance basis. With all creative fees waived, our clients can invest more into their brand image, whilst leaning on our expert team for innovation. Over the past year, our creative offering has become even more accessible to all of our clients and the only limit is imagination. 

Traditional Services - Paid Social

Between managing output throughout our high revenue driving channels and expanding our additional services, there have been multiple external factors which have led to the procurement of further risk in recent years. The most notably afflicted channel as we go into 2022 is Paid Social, with the revolutionising iOS changes forthcoming. Whilst it reads clear that more transparency for Social Media users is certainly positive, all brands will suffer to some extent. As a result of these changes, key elements of our onboarding process, such as forecasting for our clients, has been an even bigger challenge for our dedicated team. Yet, the Social team is determined to stick to our roots and maintain this service on a performance basis. This model, as we enter into the most uncertain times is truly invaluable to brands who are not able to take on this risk themselves. Below, James Doig from our Performance Paid Social team explains the relevance of utilising a performance strategy going into the new year:

"The current climate leaves many advertisers asking how they can capitalise on the scale and opportunity offered by Paid Social, whilst also navigating those risks and uncertainties as we head into 2022. We believe the answer to that is through the Pure Performance model whereby we can deliver consistent results at a consistent CPA. 

The key benefit of operating on such a model is that the risk is shared with advertisers as we front the media spend and instead of taking a percentage of the media, our fees are based on successful transactions only. Therefore our goals are directly aligned with theirs, which is essentially to drive as many conversions, as efficiently as possible. During a period of much uncertainty, the model offers advertisers lower risks, lower costs and higher returns on investment than traditional marketing models.” - James Doig, Senior Paid Social Analyst 

Separating the signal from the noise -

What sets us aside from our competitors?

The Performance Model is a unique proposition and the additional support areas are plentiful, other businesses are adopting similar models, so, why choose Incubeta? 

We are a pure performance, multi-channel agency 

As noted, there are multiple agencies working on a performance basis but commonly, ‘performance’ comes with strings attached. We are a pure performance agency, meaning that we offer all of our services on this CPA basis, with no hidden fees whatsoever, truly minimising the risk for our clients. Offering this service across CSS is slowly becoming more visible in the industry, but to action a pure performance campaign across Paid Search, Paid Social and Display with a creative and Feed Management overture is exclusive to Incubeta.

We heavily reinvest the money we make to elevate our clients' campaigns

Performance marketing is commonly seen merely as seizing ‘low hanging fruit’...Incubeta are different. We have the expertise, desire and motivation to go further than being a pure sale driving proposition. We utilise a full funnel approach across all of our paid media channels. Our Display and Paid Social propositions allow for vast investment in both prospecting and retargeting, a rare exploit in the performance space.

We stay ahead of the curve by expertly understanding the internal and external landscape through over 15 years of experience

Our expert technologies, built out in-house, include competitor and market analysis platforms as well as platforms for auditing and forecasting on behalf of brands. We even offer a bespoke Dashboard across all of our campaigns which provides us with granular visibility of performance once a campaign commences.

Working closely with Google as a partner, as well as being a Facebook Premium partner allows for seamless integration and optimisation when conducting campaigns and access to the latest betas available to allow us to constitute expert strategy ahead of our competitors.

We have the support of a multi-faceted global team who expand our expertise beyond performance 

Our heritage is in performance marketing but we can readily accommodate complex challenges as a result of our growing global team with expertise in a range of operations. Synergy within the business better allows us to navigate which team is best equipped to deal with a particular challenge and it is not uncommon for our campaign structure to change to fit the brand at hand.

An interim stop or a long term strategy?

The Performance model has been pigeonholed as a mere revenue driving service, which may not always be synonymous with long term strategy, yet, all of Incubeta’s differentiators are indicators of a fully-versed solution. From our full-funnel strategic methods and our dedication to pure performance to our technologies, expertise and increased visibility, we are able to deliver much more than profit for our clients, we deliver a service.

Maintaining partnerships is our overarching purpose as we move forward towards campaigns with our clients. We have to align with our clients goals in order to drive performance, so communication and flexibility are the staples of our proposition. As a lot of our business is facilitated by the Affiliate Networks we work with, we are not able to hold our clients to any long-term contracts and a clean break is much easier than you may anticipate. This is favourable for brands but means that it is entirely vital that the team continue to show value and get results that exceed a brands expectations. Therefore, continued collaboration with a brand, communicating and idea sharing, is key to maintaining those long term relationships. 

Thus, as Christmas closes in, brands are keeping a close eye on performance, making sure they are reaping the benefits of a fruitful Q4 period. Our focus now is looking into the new year to see how we can develop unique, auspicious strategies which will accelerate the growth and potential of our clients. So, discover the true value of paid media campaigns and put a performance campaign with Incubeta at the top of your Christmas list!

Danielle Dickinson, Partnerships Executive