Why frontloading your ad spend usually backfires
via jimcollins.com
Short excerpt below. Read at the original source.
Most paid media campaigns shouldn’t launch with the biggest budget you can afford. Spending aggressively before you’ve validated performance often leads to higher acquisition costs, slower optimization, and weaker stakeholder confidence when results fall short. A phased rollout gives your campaigns time to generate meaningful data, improve bidding efficiency, and identify what’s working before you […]