Stop looking for the perfect PPC budget split
via searchengineland.com
Short excerpt below. Read at the original source.
Most PPC budget discussions focus on finding the right split between brand awareness and conversion-focused campaigns. That’s usually the wrong goal. The optimal balance changes constantly based on business stage, market saturation, seasonality, competitive pressure, and revenue objectives. Yet many teams still treat the funnel split as a fixed decision: 40% upper funnel, 60% lower […]