Four performance marketing strategies for high-value products and services

Prassath Leelakrishnan

This article outlines how advertisers can drive ongoing marketing efficiencies by continuously refining and iterating across four critical dimensions: optimization signals, targeting, creative content, and channel diversification.

Performance marketing platforms like Meta, Google, and TikTok are highly effective for mass-market and high-volume products like e-commerce and gaming because there are hundreds of millions of prospective buyers and these platforms have numerous signals to identify the most likely buyers. However, businesses with high-value products and services, such as SaaS, life insurance, or financial services, face a unique challenge because there are fewer buyers and ad platforms often lack high-fidelity signals to identify such buyers due to a shortage of past purchase data for such products. Consequently, the efficiency suffers, resulting in lower Return-On-Ad-Spend (ROAS). Advertisers of high-value products...

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